Dokumen ini dibuat dalam rangka memenuhi tugas Ujian Akhir Semester untuk mata kuliah Pemasaran Digital, Ilmu Komunikasi FISIP Universitas Indonesia. Dibuat oleh: Syahyana Ayu Purbasari (1306385324) Humas Ilmu Komunikasi Falkutas Ilmu Sosial dan Ilmu Politik Universitas Indonesia This document contents material and tips for millennials in building online business using digital marketing strategies, specially in using social media and search engine optimization.

1. Digital Marketing for Millenials in
Building Online Business
S Y A H Y A N A A Y U P U R B A S A R I
H U M A S
I L M U K O M U N I K A S I
F A L K U T A S I L M U S O S I A L D A N I L M U P O L I T I K
U N I V E R S I T A S I N D O N E S I A

2. A New Digital Marketing Model
There is a shifting media buys from offline to online.
The important thing is not only where the brands sell the product, but how they
communicate with consumers.
In business, the brand mostly build their digital marketing strategies through emotional
content experiences.
The consumers will voluntary share their experiences in using the brands products
through social media.
In building online business, we need to create an engaging content to keep the emotion
that the brands offer to the customers alive.
Social media becomes the main platform to get involvement from customers through
emotional content.

3. Creating Digital
Content
Reactivity
the brand must be responsive to
customer’s comments, critics, and
suggestions, specially in social media.
Emotion
the brand has to build an emotion
through related content.
Proximity
the brand has to make customer feel
close and have access to share their
experiences.
In the making of digital content, the brand
has to notice these things:

4. How Millennials Explore Social Media
to Build Online Business
Millennials own more devices than generations before them, so it’s an
opportunity to engage with customers by using the social media to enable
all demographics.
As a generation who cares with social issues, Millennials can reach their
customers through social campaign, because customers nowadays want to
buy a product from brand that care with social issues, and use social
media to spread the campaign.

5. Millennials is the generation that knows and understand the trend in
social media, it makes them easier to make a digital content for their
online business.
As an active user of social media, millennials can build an interaction
among customer and response their customer’s complaint in social media
faster.

6. Several Tips for Millennials
to Improve Social Media
Engagement
Use Facebook to highlight employees and
reach out to fans.
Get personal with customers on Twitter.
Using creative hashtag on Instagram.
Give a peek into what goes on behind-the-
scene on Snapchat.
Make sure the content in every social
media is in line.

8. “SEO (search engine optimization) is primarily
concerned with ensuring that our website ranks
higher in search engine result. It can be used by
adding a few keywords to the site for search
engines to find” (Kelsey, 2015).

9. CREATING AN SEO STRATEGY
TO ONLINE BUSINESS
S E O c a n b e u s e d t o o p t i m i z e
d i g i t a l m a r k e t i n g s t r a t e g y ,
s p e c i a l l y t h r o u g h w e b s i t e .

10. Knowing the
Target Market
Attractingpotentialcustomerswho
areinterestedinwhatwehaveto
offer.
Identifythedemographicsoftarget
market.
OptimizingGoogleAnalytics.

11. Optimizing
Website’s Design
& Content
Creating website that fits the new
style of online browsing.
Creating a user-friendly website,
clear navigation, relevant SEO
keywords, and make a content
that has a good quality.

12. Social Media Role
and Monitoring
Customers will come to the website via social
media, so it’s important to optimize online
presence, in line with SEO.
Create an up-to-date, personalized, and engaging
approach through social media.
To be successful in digital marketing strategy, we
need to know how the SEO works by monitoring
the changes.

13. Sources
Alexei Kansara, V. (2016). The Digital Iceberg. The Business of Fashion. Retrieved 3
December 2016, from https://www.businessoffashion.com/articles/fashion-tech/the-
digital-iceberg-luxury-fashion-marketing
Cole, K. (2016). Posts | Launchmetrics. Launchmetrics. Retrieved 3 December 2016,
from https://www.launchmetrics.com/resources/blog/how-to-create-a-strategy-for-
your-fashion-brand-with-snapchat
Kelsey, T. (2015). SEO and your digital marketing strategy | Pronto Marketing. Pronto
Marketing. Retrieved 3 December 2016, from
https://www.prontomarketing.com/2015/02/seo-and-your-digital-marketing-
strategy/
McGrath, B. (2013). 7 Ways to Improve Your Social Media Engagement : Social Media
Examiner. Socialmediaexaminer.com. Retrieved 3 December 2016, from
http://www.socialmediaexaminer.com/7-ways-to-improve-your-social-media-
engagement/
Windels, J. (2016). Millennials and Marketing: Why Brands are Getting it So, So
Wrong - Social Media Week. Social Media Week. Retrieved 3 December 2016, from
https://socialmediaweek.org/blog/2016/03/millennials-marketing-why-brands-are-
getting-it-so-so-wrong/