STRATEGIES FOR BREAKING INTO THE MARKETING INDUSTRY: LEARNING FROM AN INDUSTRY PRACTITIONER

Hello, Fikomers!
The Faculty of Communication Sciences, Universitas Gunadarma, hosted an inspiring session with Ahmad Bachtiar Rifai, GM of Marketing at tvOne, in a forum dedicated to sharing insights on the dynamics and demands of today’s marketing world. This session became a strategic discussion space to understand the competencies required to compete in an increasingly competitive and data-driven industry.

1. The Ability to Read and Analyze Data

In the digital era, marketing is no longer solely about creativity, it is also about data-driven strategy. Communication professionals are expected to read market trends, understand audience behavior, and measure campaign performance analytically.
This capability serves as a foundation for designing communication strategies that are effective and deliver tangible business growth.

2. Delivering Authentic and Original Work

The industry needs talents who not only follow trends but also create unique value. Authentic and original creativity becomes a key differentiator amid the rapid flow of digital content.
Ahmad Bachtiar Rifai emphasized the importance of building a strong identity and clear ideas in order to deliver communication that is relevant and trusted by the public.

3. Cross-Unit Collaboration in an Inclusive Industry Era

Today’s marketing world is highly collaborative. Professionals must be able to work across divisions, from creative, sales, and digital teams to management, to ensure that strategies are implemented in an integrated and optimal manner.
Strong interpersonal communication skills and cross-functional coordination are essential to building an effective work ecosystem.

Build Your Portfolio and “Stay Hungry”

Equally important is building a professional portfolio through social media and other professional platforms as a strategic step to showcase competence. The principle of “stay hungry” always eager to learn new knowledge, must be maintained to remain adaptive and relevant in the face of rapid industry changes.

It is time to continuously sharpen your skills, broaden your perspective, and strengthen your quality as communication professionals ready to face future industry challenges.