Interview: What Starbucks judge Astrid Tanggara will be looking for in Marketing Excellence Awards ID judge entries

MARKETING-INTERACTIVE is proud to present our first-ever Marketing Excellence Awards in Indonesia. Designed to recognise outstanding work in Indonesia’s marketing industry, there are 35 enterable categories offered to reflect many diverse disciplines. The entries will be entirely judged by an independent panel of industry leaders and senior marketers.

Joining the judging panel is Astrid Tanggara, general manager in portfolio marketing for Starbucks Indonesia. Part of her responsibility at Starbucks is to enhance customer connections, both in and out-of-store through product innovation in coffee, food and collectable merchandise. Largely, this is done through integrated marketing and direct, digital relationships as part of Starbucks commitment to creating a third-place experience. "I’m one of Starbucks’ proud partners – that’s what we call our employees in Starbucks," Tanggara added. 

In a conversation with MARKETING-INTERACTIVE, Tanggara shared that great marketing should start from the consumer truth and capture the consumer's specific needs. This will in turn lead to customer loyalty. 

Tanggara added that marketing today is not only about creating campaigns, advertising or promotion. In fact, marketers and advertising partners can sometimes be quick to jump into executions without understanding the goal of the brand. This ideally shouldn't be the case.

"Marketing is about driving target consumers’ behaviour toward our brand which leads to sustainable value creation," she said. When it comes to creativity in Indonesia, she added that the challenge in creative development still has to do a fair bit with going down the route of digital or non-digital. 

"Creativity needs to grab your target audience's attention in seconds. In the hyper-digital era, brands need to stay relevant to their target audience, and be consistent and distinct when communicating in the digital," she said, adding:

The most important thing in creativity is to use the omnichannel platform to maximise consumers’ experience to stay connected with consumers.

MARKETING-INTERACTIVE: What are some trends in marketing you are keeping a watch out for in 2023?

Some trends in marketing I will keep watch out for in 2023 are relationships with KOL/Influencers and brands, user-generated content, personalisation, societal marketing and the usage of AI.

Societal marketing should be a key area to watch out for in 2023 because no brand should act only in the interest of the company. They need to think of the consumers and also the entire social environment society. Meanwhile, data usage and analysis through AI will help every marketer evaluate consumers' behaviour towards their brand and help them to identify and craft the next move.

MARKETING-INTERACTIVE: What will you be looking out for in your judging? 

I look forward to seeing marketers creativity in building Brand Love in Indonesia’s marketing industry post-pandemic knowing that we are now living in a hyper-digital and omnichannel era.

MARKETING-INTERACTIVE: If you had to give an advice to our entrants for this year, what would it be?

I believe all the entrants have fantastic works to share already! I would encourage all entrants not to be shy to share their best-in-class marketing campaigns, especially those that became game-changer during this pandemic era.

If you’d like to be part of the MARKETING EXCELLENCE AWARDS in Indonesia and have your team’s outstanding work recognised. Check out more details on our event page. We look forward to showcasing your achievements on a regional level.