Digital dashboards: A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC)

2019 ◽

Vol 6 ◽

pp. 84

Author(s):

Santa Bormane

Keyword(s):

Consumer Involvement ◽

Communication Strategy ◽

Digital Marketing ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Communication Management ◽

Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.

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Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

JEBA (Journal of Economics and Business Aseanomics) ◽

10.33476/j.e.b.a.v5i2.1655 ◽

2020 ◽

Vol 5 (2) ◽

Author(s):

Nazwirman Nazwirman ◽

Efendy Zein

Keyword(s):

Local Government ◽

Analytical Method ◽

Marketing Mix ◽

Communication Strategy ◽

Easy Access ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Physical Evidence ◽

Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

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Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

JURNAL TATA KELOLA SENI ◽

10.24821/jtks.v6i1.4111 ◽

2020 ◽

Vol 6 (1) ◽

pp. 1-17

Author(s):

Cut Nailil Muna

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Evaluation Research ◽

Personal Selling ◽

Sales Promotion ◽

Primary Data ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

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PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

Business Management Journal ◽

10.30813/bmj.v6i2.655 ◽

2017 ◽

Vol 6 (2) ◽

Author(s):

Lelly Christin

Keyword(s):

Market Share ◽

Direct Mail ◽

Communication Media ◽

Marketing Communication ◽

University Management ◽

Integrated Marketing ◽

Information Need ◽

Integrated Marketing Communication ◽

The Right ◽

The University

Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.Keyword :Communication media, markeing communication, integrated marketing communication

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