Indonesia’s digital economy is a vibrant, complex landscape. With a mobile-first population and a rapidly growing market, brands must adapt to a consumer journey that spans countless touchpoints, from social media to e-commerce. To succeed, understanding this new path to purchase is essential.
A recent report, “Indonesia Digital Landscape 2025,” sheds light on these evolving trends, offering a data-driven look at how to effectively engage with Indonesian consumers. Here are the key takeaways for marketers and businesses aiming to capture the hearts and minds of this burgeoning digital market.
The Modern Indonesian Consumer Journey
The traditional marketing funnel has evolved. Here’s how to engage consumers at every step:
- Awareness: The best way to capture initial interest is through short-form videos and influencer content, which are considered most effective by 31% of consumers. Indonesian consumers move quickly, with 32% taking just a day to shift from awareness to consideration.
- Consideration: Guide with engaging content as consumers evaluate their options, demo videos and influencer posts are highly effective. Video ads deliver the highest engagement, especially those shown in the evening.
- Conversion: Seal the deal strategically by turning interest into a sale requires patience and smart ad placement. The majority of consumers convert at least one day after seeing an ad. On e-commerce platforms, sponsored product ads on search pages have the highest impact on purchase intent, influencing 35.7% of consumers.
Key Channels for Success
- Mobile Video: With a mobile video ad completion rate of nearly 75%, Indonesia is a prime market for an attentive audience. Engaging formats like social media and playable ads outperform traditional banners.
- Influencer Marketing: Authentic connections are key. Influencers in the Entertainment and Fashion & Beauty verticals hold significant sway with consumers.
The Road Ahead
A one-size-fits-all approach is no longer viable in Indonesia’s dynamic digital market. Success hinges on being agile, data-driven, and focused on delivering valuable content throughout the entire consumer journey.
