PATJI.COM: DIGITAL MARKETING KOMUNIKASI BERBASIS KEARIFAN LOKAL DI KABUPATEN TEGAL

2019 ◽  
Vol 1 (3) ◽  
pp. 155-163
Author(s):  
Intan Putri Cahnyani
Keyword(s):  
Digital Marketing ◽  
Brand Awareness ◽  
Marketing Communication

Ungkapan Tegal (dalam hal ini Kabupaten Tegal) sebagai Jepangnya Indonesia, bermula dari industri pengolahan logam yang menjadi salah satu potensi unggulan daerah sejak puluhan tahun yang lalu dan bahkan hingga kini konsisten menjadi penyumbang lebih dari 25 persen setiap tahunnya pada Pendapatan Domestik Regional Bruto (PDRB) Kabupaten Tegal.  Pemerintah Kabupaten Tegal melalui Dinas Perindustrian dan Perdagangan (Disperindag) menjawab tantangan Pemerintah Indonesia dengan merilis Potji.com sebagai salah satu mimpi besar Kabupaten Tegal untuk bisa merevolusi perekonomian Kabupaten Tegal di era digital dalam rangka menghadapi Masyarakat Ekonomi ASEAN (MEA) dengan menggeliatkan bisnis Industri Kecil Menengah (IKM), khususnya sentra logam melalui digital marketing communication. Hal tersebut didasarkan pada kenyataan bahwa hingga saat ini industri logam di Kabupaten Tegal masih mengalami kendala utama dalam pemasaran, penguasaan IT dan kualitas SDM. Berkaitan dengan masalah tersebut, Program Pengembangan Produk Unggulan Daerah (PPPUD) ini berusaha untuk mengajak mitra memanfaatkan potji.com dengan memberikan workshop dan intensive coaching clinic mengenai digital marketing communication berbasis kearifan lokal. Tujuan dari kegiatan Program Pengembangan Produk Unggulan Daerah (PPPUD) ini adalah (1) meningkatkan brand awareness masyarakat terhadap positioning Kabupaten Tegal sebagai Jepangnya Indonesia atau Tegal sebagai Kota Industri (pengolahan) khususnya logam, (2) termanfaatkannya situs potji.com milik disperindag Kab Tegal oleh mitra dalam melakukan digital marketing communication berbasis kearifan local, (3) jaringan pemasaran IKM sentra logam mitra bertambah luas, (4) interaktivitas operator dari mitra di website potji.com meningkat serta terupdatenya content yang ada di potji.com secara regular. Inti dari program ini adalah peningkatan kapasitas dari para mitra yang menjadi pelaku IKM sentra logam

scholarly journals DIGITAL MARKETING OF SERPONG URBANTOWN APARTMENTS TO INCREASE BRAND AWARENESS AND CUSTOMER SATISFACTION

2021 ◽  
Vol 2 (2) ◽  
pp. 84-89
Author(s):  
Kevin Lye ◽  
Rudi Santoso
Keyword(s):  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Marketing Process ◽  
Qualitative Descriptive ◽  
Use Of Social Media ◽  
The Impact ◽  
Descriptive Method

This research focuses on the efforts of Apartment Urbantown Serpong to increase Brand Awareness. The strategy offered in this research is marketing communication using digital marketing. The use of social media in marketing communications in this study aims to provide a different perspective or point of view from the activities of the digital marketing process. This study also examines digital marketing strategies to increase Brand Awareness Apartment Urbantown Serpong. This study uses a qualitative descriptive method with a literature review approach. The results show that digital marketing strategies are proven to be able to increase brand awareness. The indicator used in this study is the impact or response from research sources to identify the Serpong Urbantown Apartment brand.

scholarly journals The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products

2019 ◽  
Vol 3 (1) ◽  
pp. 59
Author(s):  
Ahmad Vinza Riskyawan ◽  
Rizka Miladiah Ervianty
Keyword(s):  
Social Media ◽  
Simple Random Sampling ◽  
Internet Technology ◽  
Digital Marketing ◽  
Communication Media ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Communication ◽  
Brand Recall ◽  
Brand Recognition

There are various ways to use the internet technology for marketers. One of them is the use of social media as a means for marketers to inform or sell products or services for customers' online market share. Social media is a new marketing tool that makes it possible to know customers and prospective customers in ways that were previously impossible (Clayman, 2017). The subjects of this study were the people of Surabaya, who were selected by simple random sampling. This study uses a Likert scale as a measurement scale, which consists of four answer choices. This was used to accommodate differences in respondents' answers between categories of respondents. Data collection was carried out through a questionnaire containing several questions which were then recorded, calculated on average per dimension, and analyzed descriptively. The questionnaire in this study employed to measure the effectiveness of advertising is based on EPIC theory (Empathy, Persuation, Impact, and Communication - EPIC), and to measure brand awareness is based on the brand awareness of the pyramid theory (top of mid, brand recall, brand recognition, and unaware of the brand) by David Aaker quoted in Durianto (2004). All respondents knew the Kitchenindo brand with the help of content or advertisements through the Kitchenindo Instagram account and respondents rated Kitchenindo's ads or content on Instagram as effective. Thus, the use of digital marketing communication media can be used as a tool to achieve the awareness of the Kitchenindo brand, although this research only reached the brand recognition stage and has not reached the level of brand recall and even top of mind. This turned out to have an impact on the number of product sales figures that did not significantly give benefit to the company. 

scholarly journals Digital, Marketing and Online Vídeo Ads: Brand Studies.

2021 ◽  
pp. 1-3
Author(s):  
Jorge Remondes
Keyword(s):  
Social Networks ◽  
New Media ◽  
Mobile Devices ◽  
Online Advertising ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Online Video ◽  
Marketing Communication ◽  
Advertising Content ◽  
Research Centres

Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations. In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed. Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13). Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation. However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices. Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that "The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Implementasi Komunikasi Pemasaran Lembaga Pendidikan Informal “Seaman’s English Education Indonesia ”

2018 ◽  
Vol 9 (1) ◽  
pp. 53-62
Author(s):  
Aldi Satrio Herlambang
Keyword(s):  
Action Research ◽  
Participatory Action Research ◽  
English Language ◽  
English Education ◽  
Educational Institution ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Participatory Action ◽  
Existing Problems ◽  
Communication Program

Seaman’s English Education Indonesia  (SEE Indonesia) is an informal educational institution located in North Jakarta that offers a variety of courses for seafarers, mainly the Marlins Test course, and an English language test for seafarers. Because it’s new, it is fitting that the level of brand awareness  by consumers is still very low. Based on data from customer visits in SEE Indonesia per year since its inception, only 768 people have visited SEE Indonesia, whether they only came or used the services of courses. This number is still very small compared to the total number of Indonesian seafarers, which are around 850,000. Therefore a marketing communication program is needed so that SEE Indonesia can increase brand awareness  and win the market from its competitors. In order to increase the brand awareness  of SEE Indonesia, then in this work the writer will use the Participatory Action Research method, where this method will involve people involved in existing problems to actively participate so that they are expected to get a solution right. The results of the Participatory Action Research will then become information material for the SOSTAC theory that will be used to create the SEE Indonesia marketing communication program.

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