Jump-starting Career in Tech

Stay up-to-date dengan perkembangan teknologi industri saat ini. Jadikan hari-harimu lebih produktif dengan asah pengetahuan dan skill di Dicoding Event. Kali ini Dicoding LIVE disponsori oleh IDCamp dengan tema "Menilik Kontribusi dan Peluang Karier Perempuan di Dunia IT"

Dengan berkembangnya peradaban manusia dan industri teknologi saat ini, Deloitte Global memperkirakan bahwa perusahaan teknologi global besar rata-rata akan mencapai hampir 33% keseluruhan representasi perempuan dalam angkatan kerja mereka pada tahun 2022. Angka ini tentunya merupakan kabar yang baik bagi perempuan, mengingat bahwa beberapa dekade belakang kesetaraan gender baik di kehidupan sosial maupun karier adalah hal yang sangat diperjuangkan.

Guna mendukung potensi tersebut, memperingati International Women's Day pada tanggal 8 Maret 2022, IDCamp x Dicoding LIVE kembali hadir untuk mencetak talenta digital perempuan Indonesia yang siap bersaing dalam dunia karier di era modern ini. Tergabung dalam campaign Dicoding International Women's Day: #AkuBerkontribusi, mari bergabung menjadi talenta digital perempuan Indonesia selanjutnya dalam Event IDCamp X Dicoding LIVE dengan tema “Menilik Kontribusi dan Peluang Karier Perempuan di Dunia IT.”

Transcript

1. Entering the Next Decade Irene Bergosa, Internet Marketing Senior Lead, Tokopedia
2. Let's connect on social media: Linkedin Instagram • 7 years ++ career in the marketing industry - especially digital marketing • Multiple internship in Broadcasting industry (Metro TV, Mandala Radio, Jawa Pos) • Last internship was in OMD Malaysia, and monitoring TV GRPS (Arianna), AdEx and many more for McDonald (2013) • Starting my full time job in GroupM, which handle one of the biggest FMCG in Indonesia. Got assigned to handle Organic & Paid Strategy - and expanding my roles to handle Integrated Marketing for Garnier, Maybelline, L’Oreal Paris & many more.. • Entering Performance marketing journey with Tokopedia, was handle Strategy of Tokopedia - and now expanding to its execution implementation across channel Lecture & Career Coach in REVOU • Business Owner of Oesing Craft
3. • 1-way communication • Minimum feedback/data • Delay in delivering report (especially for Non-TV) • Hard to measure performance and ROI • Expensive but easier to manage • Mass communication • High dependency to third party • 2-way communication • Maximum feedback/data • Real time report & easy to measure performance and ROI • Cheaper but harder to manage • Targeted communication • Easy to adapt / change (all control is in dashboard)
4. The most difference between both is digital marketing campaign managed exclusively in our own hand in each of respective dashboard, and we have 100% control on its targeting, optimization, creative adjustment and many more… We also have our freedom to analyze and evaluate the campaign according to our business’ need. Combination of both Offline & Online became very crucial to bring BIG BUSINESS move to the next level
5. • Trend is moving very fast, and Digital algorithm keep on changing. This force us to improve DM forever. • Content is cheap, attention is expensive (lower attention spans). • Polarization of ideologies and beliefs -> require more targeted, personalized and genuine or unique experiences. • Increasing desire for privacy and data security.
6. Meta Ads (FB, IG, Audiences Network) Google Ads (Search, Display & Video) Tiktok Ads Social Media Organic CRM (Consumer Relationship Manager) Marketplace Ads Google Analytics & Data Studio ….. Take Certification for each skill & take course to fasten your learning!
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8. • Data analysis • Funnel optimization • Budget allocation • Forecasting • A/B testing • Audience segmentation • Project management • Marketing technology • Visual design • Copywriting • Campaign and content ideation + distribution • Communication • Manage stakeholders • Behaviour psychology • Branding and storytelling
9. • Marketing Analytics • Performance Marketing (Strategy & AdsOps) • CRM (Logic & Use Case) • Martech • Knowledge / Data Analyst • Brand Team • Creative Team (Copywriting, KV development, Studio) • Social Media Organic (Instagram, Tiktok, etc) SEO UI / UX
10. STRATEGIC UNDERSTANDING SEO CONTENT MARKETING CRM SOCIAL MEDIA ORGANIC FACEBOOK AND TIKTOK ADS MARKETING ANALYTICS PERFORMANCE MEASUREMENT SEARCH ADS DISPLAY ADS ONLINE ADS RETARGETING ADS PROGRAMMATIC ADS PRACTICAL EXPERIENCE PERFORMANCE MARKETING SPECIALIST KEYWORD RESEARCH TECHNICAL ON-PAGE OFF-PAGE OPTIMISATION ADVANCED SEO ANALYTICS CONTENT & UX OPTIMISATION SEOSPECIALIST INSTAGRAM AND FACEBOOK TIKTOK YOUTUBE CONTENT PLAN AND PRODUCTION KOL MANAGEMENT ADVANCED SOCIAL ANALYTICS SOCIAL MEDIA SPECIALIST
11. SWIM FAR SWIM DEEP Generalist / Planner: • Jack of all trades, master of none • Strategic thinking to addressing Business’ Goal • Capability to understand overall channel in a nutshell • Great in communication • Create an actionable report Mix of Specialist & Generalist: • Strategic thinking to addressing Specific Business’ Goal • Understanding on channel & able to execute & optimize campaigns • Create an evaluation actionable report Marketing Analytics: • Analytical Skill (Google Analytic & Data Studio) • Mastering Excel & Pivot • Love to Slice & Dice data • Experiences with Survey Tools / Research Specialist / Ad Ops: • Deep-dive understanding on channel • Several types of audiences • How to optimize the campaign (AB test) • Setup Tracking
13. A platform for technology enthusiasts to learn alongside technology experts in their respective fields. Tokopedia Academy includes various attractive programs which incorporate trainings, discussions, seminars and workshops, where the technology enthusiasts may gain practical experience and learn more about data, product, product design, and all things related to technology.
14. tokopedia.com/about Follow me: Irene Geza / Irene Bergosa