scholarly journals Ocena skuteczności komunikacji marketingowej w „social media” na przykładzie eventu WAICHL

Ekonomia ◽  
2020 ◽  
Vol 26 (4) ◽  
pp. 63-82
Author(s):  
Magdalena Siwik
Keyword(s):  
Social Media ◽  
Statistical Data ◽  
Internet Marketing ◽  
Communication Strategy ◽  
Marketing Communication ◽  
International Conference ◽  
Entire Process ◽  
Scientific Event ◽  
And Behavior ◽  
Annual International Conference

Internet marketing is becoming more and more popular nowadays, with entrepreneurs increasingly deciding to conduct marketing communication using this medium. The most frequently used tool is social media. Internet marketing creates many opportunities, allowing for the reduction of advertising costs and reaching a much larger number of recipients than traditional advertising. The main purpose of this article is to present the opportunities created by social media both in the context of general promotion and in relation to promoting a scientific event, which is the Wroclaw Annual International Conference on Health and Lifestyle (WAICHL). The article was based on one’s own research, for which it was necessary to plan and conduct communication on social media and analyze the results of the promotion, using the tools offered by Facebook and Instagram, as well as using the Google Analytics platform. The research was based on statistical data on the reactions and behavior of the recipients of the published content. The entire process of creating a marketing communication strategy was presented, and results of activities carried out were summarized, assessing whether social media is an appropriate advertising tool.

Patanjali Ayurved Limited’s Skin Ailment Advertisement: What Have We Learnt?

2020 ◽  
pp. 231971452092517
Author(s):  
Vinod Kumar ◽  
Vandana ◽  
Moulik Wason
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Management Strategy ◽  
Communication Strategy ◽  
Negative Response ◽  
Young Generation ◽  
Marketing Communication ◽  
Print Advertisement ◽  
Dark Complexion ◽  
Media Channels

On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such as Twitter, online blogs, news sites, etc. Users of social media clearly expressed their unacceptance towards the content of the ad. PAL tried to pacify the crowd by sending their spokesperson’s reply on Twitter. Seeing the continuous negative response, Baba Ramdev, co-founder and brand ambassador of PAL, responded on the next day in order to bring the situation under control. In such a scenario, PAL is analysing the entire incident and planning to revisit its marketing communication strategy. PAL is thinking not only to avoid such a situation but also to devise a better crisis management strategy for the future.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

scholarly journals Marketing Communication Strategy Through Social Media To Increase Children Book Sales

The Winners ◽  
2016 ◽  
Vol 17 (2) ◽  
pp. 155
Author(s):  
Marina Wardaya
Keyword(s):  
Social Media ◽  
Positive Response ◽  
Phenomenological Approach ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Children's Books ◽  
Children’S Books ◽  
Book Sales ◽  
Children's Book ◽  
Interpretive Paradigm

The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books sales. The results of this study show that the children's book marketing communication strategies in publisher’s social media are fully and interactively utilized, as seen from the various activities posted on Facebook and Twitter. As well as the positive response from consumers who show their interest and desire to buy books offered or follow the event being held in order to increase sales.

scholarly journals Strategi Pemasaran Musisi Indie dalam Industri Musik Indonesia (Analisis terhadap Adhitia Sofyan)

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 218
Author(s):  
Godam Bingar Jati ◽  
Farid Rusdi
Keyword(s):  
Social Media ◽  
Research Method ◽  
Computer Software ◽  
Analytical Techniques ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Research Subject ◽  
Technological Developments ◽  
Marketing Activities

This research is the author of a thorough research to see the marketing strategies used by indie musicians in the music industry. The purpose of this research is to see what marketing communication strategy is used by Adhitia Sofyan Team in conducting marketing activities. With today's technological developments, artists can use various kinds of computer software to record their work and market it through various social media online. An independent label, also known as an indie label, is a record label company that can market, fund, and publish artists and their work, funded independently. By analyzing a person's research subject (Adhitia Sofyan). The research method that I use here is to use qualitative methods. The research technique uses analytical techniques. The data technique used observation and interview techniques. The interview was conducted with one of the indie staff management (Rendy Kopoy) as the manager of Adhitia Sofyan. He was also the manager of a duo Endah and Resha before becoming manager of Adhitia Sofyan.Penelitian ini penulis teliti untuk mengetahui Strategi pemasaran yang digunakan oleh musisi indie dalam industri musik. Tujuan dari penelitian ini adalah untuk mengetahui Strategi komunikasi pemasaran apakah yang digunakan oleh Tim Adhitia Sofyan dalam melakukan kegiatan pemasaran. Dengan adanya perkembangan teknologi di masa kini, artis dapat menggunakan berbagai macam software komputer untuk merekam karyanya dan memasarkannya melalui berbagai media sosial secara online. Label independen, juga dikenal sebagai label indie, adalah perusahaan label rekaman yang dapat memasarkan, membiayai, dan mempublikasikan artis dan karyanya, didanai secara independent. Dengan menganalisis subjek penelitian musisi indie (Adhitia Sofyan) . Metode penelitian yang penulis pakai disini adalah dengan menggunakan metode kualitatif. Teknik penelitian memakai teknik analisis. Teknik pengumpulan data menggunakan yaitu teknik observasi dan juga wawancara. Wawancara dilakukan dengan salah satu manajemen musisi indie (Rendy Kopoy) selaku manajer Adhitia Sofyan. Ia juga pernah menjadi manajer salah satu duo Endah and Resha sebelum menjadi manajer Adhitia Sofyan.

STRATEGI KOMUNIKASI PEMASARAN FRESHOES DALAM MENINGKATKAN JUMLAH KONSUMEN

REPRESENTAMEN ◽  
2018 ◽  
Vol 3 (02) ◽  
Author(s):  
Nikon Andalas Putra Nuryadin ◽  
Sri Andayani ◽  
Ute Chairus Nasution
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Communication Strategies ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Business World ◽  
Place Promotion ◽  
Depth Interviews

This research is of interest the authors of the independent small business world, which aims tofind marketing communications strategy Freshoes done in improving the consumer. The author usesdescriptive qualitative research that describes the marketing communications strategy do freshoes.The data collected to determine the marketing communication strategy using in-depth interviews andobservations of the owner Freshoes, employees as key informants and consumers as well as to test theinformant keabsahaan data. Results of the study also proves that the marketing communicationsstrategy to increase the number of consumers who do freshoes there are two things: first, the theory ofmarketing communication explains that marketers inform you as clearly as he explained the productsthat will be on offer to the target is the customer, the marketing mix (Place, Price, Place, promotion)of these four factors of marketing communication strategies to improve consumers is a factor ofPersonal Selling and promotion (promotion). Researchers recommend that marketing should bepropagated through other media such as social media Facebook and so forth and create your ownwebsite in order to facilitate the wider community.Keywords: Marketing Communications Strategy, Strategy in increasing customer

Media społecznościowe w procesie komunikacji marek sektora spożywczego

2016 ◽  
pp. 53-64
Author(s):  
Dominika Kaczorowska-Spychalska
Keyword(s):  
Social Media ◽  
Bargaining Power ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Market Position

In recent years, hypermedia environment has significantly changed both form and character of marketing communication. The era of technology has clearly become a factor that contributes to the evolution of contemporary marketing and its tools. Using social media, which is developing rapidly, seems to be an attractive element of a company’s communication strategy. Effectiveness of the communication has a significant impact on market position and bargaining power of contemporary enterprises and brands. The role and range of using social media are diversified dependent on a sector and type of business.

scholarly journals PR-activity of Ukrainian universities in social networks

2018 ◽  
pp. 4-12
Author(s):  
A. Bakhmetieva
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Strategic Planning ◽  
Statistical Data ◽  
Communication Strategy ◽  
Practical Significance ◽  
Informational Support ◽  
Quantitative Characteristics ◽  
Definition Of ◽  
Different Content

Scientific problem. The paper notes that the desire of Ukrainian universities to carry out PR-activities in social media is correlated with the tendencies of PR activity of European and American universities. However, the lack of specialists in digital communications (SMM) within the staff of universities makes it possible to characterize their activity in social media as being carried out without a clear definition of goals and using limited tools. Due to the lack of strategic planning, we observe low communication efficiency of using social media. Novelty. The brand pages of Ukrainian universities in social networks are analyzed, quantitative characteristics and content topics are investigated. Recommendations are developed for improving the efficiency of communication and updating the style of content on the brand pages of universities in social networks. Research methodology. The official accounts of Ukrainian classical and technical universities in social networks (Facebook, YouTube, Twitter and Instagram) are discovered and analyzed the statistics of these pages. Based on the statistical data and the method of observation, brand pages of universities in social networks are defined in which are active and promising for the promotion of the communication strategy of universities, and which social networks have lost popularity among target audiences. In addition, the analysis of the contents of Facebook brand pages is done. The basic statistics is graphically presented in four tables, which allow comparing the PR activity of the universities in social media. Results. For the effectiveness of PR in social media, it is necessary to increase the activity of followers, to distribute different content in the information and comment on the publications. It is proved that the lack of strategic planning of communicative activity in social networks negatively affects the results of both large PR campaigns and the effectiveness of communications for informational support of university activities. The main shortcomings in creating the content of the university's PR services and the main trends in writing messages in the Facebook news are revealed. The practical significance. The detailed study of the PR-practice of the universities makes it possible to develop recommendations for increasing the effectiveness of promote brand pages in social networks.

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