Marketing 2030: Menuju SDGs, Gen Z, dan Metaverse | Hermawan Kartajaya

Introduction

This tutorial aims to provide an overview of the key concepts presented in the video "Marketing 2030: Menuju SDGs, Gen Z, dan Metaverse" by Hermawan Kartajaya. It focuses on the transformative 12C concept that redefines marketing strategies, tactics, and values in relation to the Sustainable Development Goals (SDGs), the preferences of Generation Z, and the emerging Metaverse. This guide will help marketers understand and apply these concepts effectively.

Step 1: Understand the 12C Concept

The 12C concept is a framework that integrates three main elements of modern marketing:

1. New Marketing Strategy

   • Identify target audiences, particularly Generation Z.
   • Align marketing strategies with sustainable practices and social responsibility.
   • Embrace digital transformation to reach consumers in innovative ways.

2. New Marketing Tactic

   • Utilize social media platforms and content marketing to engage audiences.
   • Implement experiential marketing techniques that resonate with Gen Z's values.
   • Leverage data analytics to personalize marketing messages and improve customer experiences.

3. New Marketing Value

   • Focus on building brand loyalty through transparency and ethical practices.
   • Create value propositions that reflect sustainability and inclusivity.
   • Foster community engagement and corporate social responsibility initiatives.

Step 2: Explore Case Studies

To enrich your understanding of the 12C concepts, examine various case studies from national and multinational companies. Key points to consider:

• Analyze how companies have successfully integrated sustainable practices into their marketing strategies.
• Investigate real-world examples of brands that have effectively engaged Generation Z through innovative tactics.
• Learn from both successes and challenges faced by companies in adapting to the Metaverse.

Step 3: Implementing the 12C Framework

Once you understand the core concepts and have reviewed case studies, it’s time to implement the 12C framework in your marketing strategies. Here’s how to do it:

1. Conduct Market Research

   • Gather data on Gen Z preferences, behaviors, and values.
   • Assess how your competitors are addressing sustainability and digital engagement.

2. Develop a Strategic Plan

   • Outline clear marketing objectives that align with the 12C framework.
   • Create a timeline for implementation and a budget for your marketing initiatives.

3. Create Engaging Content

   • Develop content that speaks to the interests and values of your target audience.
   • Utilize visual storytelling and interactive media to enhance engagement.

4. Measure and Adapt

   • Track the performance of your marketing campaigns through analytics.
   • Be prepared to adapt your strategies based on feedback and market changes.

Conclusion

The 12C concept offers a robust framework for marketers looking to navigate the evolving landscape influenced by Generation Z, sustainability, and the Metaverse. By understanding and implementing these concepts, marketers can create impactful strategies that resonate with modern consumers. Next steps include conducting thorough market research, developing a strategic plan, and continuously measuring the effectiveness of your marketing efforts.