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P.1 Pengantar.pptx
- 1. DIGITAL MARKETING COMMUNICATION AND SOCIAL MEDIA Wifka Rahma Syauki, M.Si
- 2. Memberikan pandangan komprehensif tentang pemasaran digital melalui teori dan aplikasi langsung. Perkembangan teknologi saat ini memungkinkan kita untuk berkomunikasi dengan berbagai media perantara digital, mulai dari buletin, newsletter, tweet, instagram. Maka dari itu penting bagi mahasiswa untuk memahami dan mampu menggunakan strategi yang sesuai kepada siapa pesan ingin disampaikan. Deskripsi Mata Kuliah Learning Outcome Mahasiswa diharapkan dapat memperoleh pengetahun dan pengalaman yang komprehensif tentang bagaimana mengembangkan strategi pemasaran digital dan media sosial mulai dari perencanaan sampai implementasi.
- 4. Introduction Marketing 3.0 – Human-centric Marketing • Konsepnya adalah bahwa pemasaran berubah dan berkembang seperti semua hal lain dalam bisnis dan teknologi. ... • Pemasaran baru bersifat holistik dan berfokus pada konsumen, pikiran, jiwa, emosi, dan tubuh. • https://www.youtube.com/watch?v=26clLAyhRRQ Marketing 4.0 – Digital interaction alone is not sufficient • Pendekatan pemasaran yang menggabungkan interaksi online & offline antara perusahaan dan pelanggan. • Keaslian adalah aset paling berharga. • Memanfaatkan konektivitas mesin-ke-mesin dan kecerdasan buatan untuk meningkatkan produktivitas pemasaran • https://www.youtube.com/watch?v=t9o20TIz_t4
- 6. Moving from Traditonal to Digital Marketing Segmentation & Targeting CustomerCommunity Confirmation Differentiation Brand Clarificationof Characters and Codes Selling the Four P’s Commercialising the Four C’s Collaborative CustomerCare 1 2 Brand Positioning & 3 4 Customer Service Processes
- 7. From Segmentation & Targetingto Customer CommunityConfirmation Segmentation & Targeting Homogenous groups Targeting a preferred segment Efficient resource allocation Sharper postioning Serve multiple segments with differentiated offerings Vertical Relationshipbetween brand and customer Unilateral decisions madeby marketers Customer Community Confirmation Customers are socially connected Horizontal relationship between brand and customer Communities are the newsegment Communities are naturallyformed by customers Immune to spaming &irrelevant advertising Reject company’s intrusion
- 8. Segmentation & Targeting Customer Community Confirmation
- 9. Brand Positioning& Differentiation A setof images • Name • Logo • Tagline Representati on ofoverall customer experience A platform for company strategy FromBrandPositioning& DifferentiationToBrandClarificationof Characters andCodes Distinguishing competitors Brand Positioning → Battle for the customer’s mind → Authentic set of differentiation to support positioning → Exhibit True Brand Integrity → Consistent brand identity communication Clarification ofCharacters and Codes Transparency Nolonger fake promises Customer can evaluate/scru tinise brand’s positioning promise Way Out? Consistent brand characters & codes The core of the brand remains true The outer imagery can be flexible
- 10. Pada saat Boston Marathon 2019 Partisipan diminta untuk membuat video dengan running apparel dan perjalanan marathon mereka
- 11. FromSelling4 P’sToCommercialisingthe4 C’s Co-Creation Currency Communal Activation Conversion Product Price Place Promotion 4 P’s Company Controlled Cost, competition, customer value based Distribution Decision What to offer How to offer Advertising, public relations, and sales promotion Optimally Designed Marketing Mix to attract customers New Product Development Strategy Dynamic Pricing in place of standardised Involving customers – improved success rate, personalised products, superior value proposition Unique pricing for each customer based on data analytics Price similar to currency for it fluctuates with demand Peer-to-peer distribution Customers Demand Instant access to products and services Both customers and companies can interact with the each other 4 C’s Increased customer participation Transparent commercialisation Way Out? A need for changing selling techniques
- 12. CustomerService Processes FromCustomer ServiceProcesses ToCollaborative Customer Care Collaborative CustomerCare Customers as targets Customers considered kings Strict guidelines & standard operation procedures Service personnel responsible for specific roles Customers as equals Companies demonstrates genuine concern – listening, responding, & consistently following through Companies invite customers to participate in the process – using self-service facilities
- 13. Integrating Traditional and Digital Marketing
- 14. Marketing 4.0 adalah perpaduan strategi pemasaran tradisional dan digital yang dimaksudkan untuk melibatkan pelanggan secara lebih efisien. Dengan menggunakan koneksi online dan offline, pemasar dapat mengidentifikasi dan bersiap untuk membangun keterlibatan dan advokasi/kecerdasan pelanggan yang lebih baik. Conclusion
- 15. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik. THANKS! Do you have any questions? wifka@ub.ac.id 08121728869 Referensi: Kotler, Philip., Hermawan Kartajaya., dan Iwan Setiawan. 2017. Marketing 4.0 (Moving From Traditional to Digital). New Jersey; John Wiley & Sons, Inc.
Editor's Notes
- Unlike segments, communities are naturally formed by consumers within the boundaries that they themselves define. Consumer communities are immune to spamming and irrelevant advertising. In fact, they will reject a company’s attempt to force its way into these webs of relationship.
- in this digital era of marketing, brands should be dynamic and flexible in the messages that it delivers and the way they deliver it. Although brands need to acclimate to the era, they still need to ensure that the messages they send are still consistent with the brand’s character and code.