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Redefining The Online Approach; Interview With Radit Mahindro – Digital Marketing Director, Potato Head Family

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Smart, resourceful and always up-to-date, Radit Mahindro is not afraid to learn new things (and being successful in it. Starting his career as graphic designer, the Digital Marketing Director, Potato Head Family opted to break away from the routine and explore his skill in marketing. With Hellobali, the aspiring young lad gladly shares some of his insightful thoughts for our beloved readers.

1. How did you get into digital marketing? What sparks your interest to learn about the said field?

I was a graphic designer in 2011 and it was a boring / repetitive job I think. I asked my manager if there is more exciting stuff to do, so she gave me the access to the website and asked me to setup a Facebook page

2. According to you, what are the advantages of digital marketing over conventional marketing? 

Each has its own strength but I think what’s handy from digital marketing is measurement: different touchpoints, impressions, reach, clicks, purchase / abandon, etc

3. Could you give some common mistakes committed by organizations in leveraging Digital Marketing nowadays?

I wouldn’t call it ‘mistakes’ but perhaps ‘misunderstanding’ is the better word. Some important points include:
– ‘digital’ is a world, a landscape, which more or less, mirrors its ‘physical’ counterpart. There is payment and transaction in physical world, there is also digital payment and digital transaction. There is digital recruitment via LinkedIn. And now because of covid, digital classes / online courses is also gaining popularity. Digital is a vast landscape, there is no way ‘all-things-digital’ can be managed only by one ‘digital marketing’ person
– In my opinion, marketing is always about the market (the consumer). Digital marketing exists because the consumer spend more time in the digital landscape. So for me digital marketing is never about tech, software, gadgets. For me it’s more about the consumer’s digital touchpoints. For example: implementing a mobile concierge which allows the guests to choose and book in-room dining menu sounds like a fancy idea. But it’s actually easier for the guests to just dial ‘0’ and say ‘I want two nasi goreng seafood and two Moscow mule’
– Each platform has its own strength. The common misunderstanding is that a business entity must broadcast the same content across different platforms (website, Instagram, YouTube, EDM)

4. Between third-party agency and in-house, which approach would you recommend for maximum value of Digital Marketing?

Always good to have an on-hand in-house digital marketing person. This person should understand the market/consumer and the basic mechanics of digital marketing really well. But it doesn’t mean that she/he has to do everything by themselves. Due to the rapid development in the digital landscape (tools, policy), having partners / agencies to assist is a good thing too. These agencies should know how to maximise the tools under the guidance of the in-house digital marketing person

5. If you could share one best practice about using social media to grow a business, what would it be?

I think social media should be at the service of the brand. So it is important to think of how we can grow the brand and the business as a whole, and then map out the platforms that can support it. If the brand and business plan are solid, social media will follow organically. Basically, whatever the platform is, the consumer only want to consume (see, watch, read, listen, buy) something that gives value (not discount). So if the brand and product itself is already too generic, putting a lot of effort on social media won’t really help

6. How do you see digital media evolving in the future? And how it would affect your approach?

Super tough question. Everybody is ‘media’ nowadays. When I was a kid, I watched MTV to find good music, go to Aquarius to buy CDs and cassettes, or to simply find new music. We worshiped TVRI as the single source of truth. Gen Z was born after the internet became mainstream. They don’t just read, watch, or listen to one source of information. They question everything and don’t trust brands too easily. I think the only way to keep relevant is to become ‘friends’ to them, be part of their journey, and the most important thing: find higher purpose in everything. We should find a very solid reason why we’re doing all this stuff (wellness, F&B, marketing, and other experiences) and why should the consumer care

7. Describe Potato Head brand in one full sentence

Good times do good


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