Summary of "WEBINAR NASIONAL : From Consumers to Co-Creators: Evolusi Peran Pelanggan dalam Menciptakan Nilai"

Summary of Business-Specific Content from Webinar

“From Consumers to Co-Creators: Evolution of Customer Roles in Creating Value in Marketing 6.0”

Key Themes & Frameworks

Marketing Evolution Framework (1.0 to 6.0)

Marketing 1.0: Product-centric
Marketing 2.0: Consumer-centric
Marketing 3.0: Emotional and human values
Marketing 4.0 & 5.0: Digital transformation, big data, AI, personalization
Marketing 6.0: Integration of advanced technology (AI, big data, AR/VR, metaverse) with human empathy and collaboration, emphasizing customers as co-creators and innovation partners.

Co-Creation / Collaborative Innovation Playbook

Customers shift from passive buyers to active partners in product innovation, marketing, and value creation.
Co-creation stages include:
- Digital co-creation platforms (crowdsourcing ideas, feedback loops)
- Personalization and customization (e.g., Nike By You)
- Beta testing and real-time collaboration
- User-generated content and advocacy
Benefits:
- Product-market fit and relevance
- Increased customer loyalty and emotional engagement
- Efficiency in R&D and faster innovation cycles
- Brand advocacy and community-driven promotion
Challenges:
- Managing large volumes of ideas and maintaining brand alignment
- Data privacy and ethical concerns with AI and algorithms
- Legal issues such as copyright and ownership
- Handling customer expectations and potential conflicts

Digital Ecosystem & Technology Integration

Use of AI and big data for deep customer insight and predictive analytics (e.g., Netflix’s recommendation system)
AR/VR and metaverse for immersive product testing and experience
Collaboration platforms for crowdsourcing, voting, and real-time feedback (e.g., Lego Ideas)
Chatbots and interactive platforms to gather instant customer feedback and enhance personalization
Emphasis on balancing technology efficiency with humanistic, ethical engagement

Customer Intention & Behavior in Digital Value Landscapes

Consumer decisions now heavily influenced by digital experience, social interaction, and algorithm-driven recommendations
Psychological and technological factors shape purchase intentions
Data and AI predict consumer preferences but require ethical management to avoid bias and manipulation
Consumer participation (reviews, ratings, content creation) shapes brand reputation and trust

Generation Z & Gen Alpha as Drivers of Marketing 6.0

Gen Z (born 1997-2012) represents ~27.9% of Indonesia’s population, with Gen Alpha and Millennials combined making up ~65%
Characteristics: Digital natives, prioritize authenticity, inclusivity, transparency
Behaviors: Impulsive buying (flash sales), trust peer reviews over ads, active content creators and influencers
Marketing strategies targeting Gen Z involve immersive, authentic digital experiences, co-creation opportunities, and community engagement
Case studies:
- TikTok Shop’s influence on Gen Z shopping behavior
- Local brands like Indomie and Erigo using customer ideas and voting to minimize risk and increase engagement
- International examples like Nike By You and Scarlet involving customers in product design

Practical Steps & Recommendations for Implementing Co-Creation

Build Digital Arenas: Exclusive forums, apps, or social media groups for structured idea collection
Personalize Feedback & Incentives: Use data to identify active contributors and reward them (early access, discounts, royalties)
Involve Customers in Campaigns: Invite participation in marketing and promotional activities
Joint Product Trials: Engage customers in beta testing before product launch
Transparent Communication & Curation: Clearly share idea selection criteria and progress to maintain trust
Leverage Social Media & Interactive Platforms: Polls, contests, live streams to engage and co-create with customers
Legal Frameworks: Establish agreements on intellectual property, privacy, and ownership rights

Examples & Case Studies

Lego Ideas Platform: Users submit designs; community votes; successful designs produced with royalties to creators
Gojek: Feature development driven by driver and user collaboration (e.g., transparent tariffs)
Indomie: Viral campaigns based on public flavor ideas, boosting sales and engagement
Erigo: Social media voting on designs to reduce deadstock and align products with customer demand
Starbucks My Starbucks Ideas: Global forum for customer innovation input, leading to mobile ordering system
Unilever Life Boy Campaign: Collaboration with local communities for social impact marketing
Nike By You: Customizable shoes enabling customer self-expression and identity
TikTok Shop: Platform driving impulsive purchases and peer-influenced buying
Pacific Sunware: Gen Z collaboration in creative campaigns to boost engagement and loyalty
Wardah Beauty Move View: Digital community for co-creation of product ideas
Pentin Haircare: Social media campaigns with user-generated content leading to successful product launches

Key Metrics & KPIs Discussed or Implied

Customer engagement rates on co-creation platforms (e.g., number of votes, active contributors)
Customer loyalty and emotional attachment (measured via repeat purchase, advocacy)
Innovation cycle time reduction and R&D cost efficiency
Sales growth linked to co-created products or campaigns (e.g., Indomie flavor variants, Pentin conditioner launch)
Market relevance and product fit (validated by community voting or feedback)
Digital platform metrics: user-generated content volume, social media reach, influencer impact
Demographic market share: Gen Z ~28%, Millennials ~26%, Gen Alpha ~11% in Indonesia (2025)

Challenges & Risks

Managing high volumes of consumer input without diluting brand identity
Ethical use of data and AI to avoid bias and protect privacy
Balancing customer expectations with company capabilities to avoid over-promising
Ensuring stable digital infrastructure to handle participation and feedback
Legal considerations for IP, royalties, and privacy in co-created products

Actionable Recommendations

Embrace Marketing 6.0 by integrating technology and human empathy to engage customers as partners, not just buyers.
Develop digital co-creation platforms tailored to customer preferences and accessible via familiar social media or apps.
Use data analytics and AI responsibly to personalize experiences and predict consumer needs while maintaining transparency and ethics.
Build customer communities to foster dialogue, co-creation, and brand advocacy.
Implement structured co-creation processes including ideation, customization, beta testing, and feedback loops.
Offer incentives and recognition to active contributors to boost loyalty and ownership.
Prepare for legal and operational challenges by establishing clear policies on intellectual property and data privacy.
Target Generation Z and Alpha with authentic, interactive digital experiences and co-creation opportunities, leveraging platforms like TikTok and Instagram.
Apply co-creation beyond creative sectors (fashion, tech) into culinary, services, education, hospitality, and financial sectors to enhance relevance and customer satisfaction.

Presenters / Sources

Mrs. Teresia Dirda Rosari Widyadara, MBA (Ganesha University of Education)
Mrs. Husnul Khatimah, PhD (Padang State University)
Mrs. Aftuka Suikkaturrahmaniah (University of Computer Science and Technology Semarang)
Mr. Al Mahfud Saputra, S.M.M., CDM (Almuslim University Aceh)
Dr. Muhammad Asdar, M.Si (Fajar University Makassar)
Mrs. Laili Fauziah, S.Si., MBA (Bali State Polytechnic)
Dr. Risa Haruman Putri, S.M.M. (Indonesia Mandiri University Lampung)
Mr. Ansori, S.M.M., CT, CNFT, CSTP, KIA, CPMA (Mitra Bangsa University Jakarta)
Mrs. Rauzatul Jannah, S., M.Si., AK (Subudia University Indonesia)
Mrs. Ovi Noviati Nuraini Magsari, M.SM., CPN Asia, CPSM, CDMS (Trisakti University Jakarta)

This webinar provided a comprehensive, multi-perspective exploration of the strategic shift in marketing toward customer co-creation enabled by advanced technology and digital ecosystems, emphasizing practical frameworks, case studies, and actionable strategies for businesses across sectors to thrive in the Marketing 6.0 era.