scholarly journals Buzz Marketing as a New Practice of Digital Advertising

2021 ◽  
Vol 2 (1) ◽  
pp. 102-110
Author(s):  
Rahmi Hikmah Nur Karimah ◽  
Fadillah Fadillah
Keyword(s):  
New Media ◽  
Marketing Strategy ◽  
Digital Marketing ◽  
Case Study Methodology ◽  
Digital Era ◽  
Long Time ◽  
Marketing Activities ◽  
Buzz Marketing ◽  
Personal Accounts ◽  
The Right

Word of Mouth Marketing (WOMM) has been used for a long time and is still called the most effective marketing strategy.When many traditional-manual concepts have been displaced due to changes to the digital era, the emergence of the internet has actually added to the effectiveness of this marketing strategy. By adopting the concept of WOM into digital marketing, a profession was born as well as being considered a new advertising medium called a buzzer that carries out buzz marketing activities (the term WOM in the world of digital marketing). Using case study methodology, this research discuss the effectiveness of buzzer as a new media for digital advertising, using the buzz marketing strategy that has been used by The Scarlett Whitening brand. Buzzers are different from influencers and key opinion leaders (KOL) because buzzers are generally ordinary personal accounts or spam accounts that have no personal branding and reputation to be at stake. The use of buzzers is considered the right choice to increase brand awareness.

scholarly journals PEMILIHAN STRATEGI PEMASARAN DI ERA DIGITAL PADA KELOMPOK IBU PKK DESA GADINGHARJO

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Antonius Satria Hadi ◽  
Ardhi Khairi
Keyword(s):  
Marketing Strategy ◽  
Community Engagement ◽  
Community Service ◽  
Industry 4.0 ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Family Empowerment ◽  
Digital Era ◽  
The Right ◽  
And Training

Community engagement activities in the form of counseling to mothers of family empowerment and welfare in Gadingharjo Village, Sanden Sub-District, Bantul Regency is aim to provide additional understanding, knowledge, and training to mothers of family empowerment and welfare in Gadingharjo Village in choosing the right marketing strategy in the digital era and industry 4.0 so the products can be marketed widely by utilizing an application-based marketplace that is currently being popular in Gadingharjo Village, namely Shopee application. Counseling aims to provide additional understanding, knowledge, and training to mothers of family empowerment and welfare in Gadingharjo Village in choosing the right marketing strategy in the digital era and industry 4.0 with lecturing, demonstrating, question & answer, and practicing methods. The benefits that can be obtained by participants from community service activities are increased knowledge and understanding of mothers of family empowerment and welfare in Gadingharjo Village about industry 4.0 and about choosing digital marketing strategies by utilizing an application-based marketplace.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Social media in use

2021 ◽  
Vol 26 (1) ◽  
pp. 201-217
Author(s):  
Visar Rrustemi ◽  
Egzona Hasani ◽  
Gezim Jusufi ◽  
Dušan Mladenović
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Uses And Gratifications ◽  
Digital Marketing ◽  
Western Balkans ◽  
The World ◽  
Digital Environments ◽  
Marketing Activities ◽  
Traditional Marketing ◽  
The Right

Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

scholarly journals E-Marketing Jaya Abadi Computer (JAC)

2011 ◽  
Vol 2 (2) ◽  
pp. 979
Author(s):  
Honni Honni ◽  
Raymond Raymond ◽  
Johni Johni ◽  
Wendi Tan
Keyword(s):  
Marketing Strategy ◽  
Virtual World ◽  
Low Cost ◽  
Direct Marketing ◽  
Internet Marketing ◽  
Market Opportunity ◽  
Computer Equipment ◽  
Market Opportunities ◽  
Marketing Activities ◽  
The Right

Internet has been widely used by manufacturers and distributors to expand product markets for its advantageous in quick process, practicality and low cost. Jaya Abadi Computer (JAC) as a sales distributor and service agent of computer equipment still perform its direct marketing manually on the spot, so that the marketing only reaches a small scope. This article analyzes the market opportunity of JAC; determines the marketing strategy and builds e-marketing website for JAC based on customer experience using The Seven Stage Cycle of Internet Marketing. The results obtained are an e-marketing website to support the marketing activities of JAC. Eventually it can be concluded that by building an e-marketing, JAC can reach as well as expand market opportunities in virtual world, use the right marketing strategy, and meet customer needs through features on the website. 

State Aid Control in the Broadcasting Sector

2012 ◽  
pp. 97-124
Author(s):  
Konstantina Bania
Keyword(s):  
New Media ◽  
Public Service ◽  
State Aid ◽  
Related Services ◽  
Public Service Broadcasting ◽  
Playing Field ◽  
Digital Era ◽  
Media Markets ◽  
State Aid Control ◽  
The Right

The application of the State aid rules to public service broadcasting has never been a straightforward exercise for the European Commission (hereafter the Commission). The picture became more complex in the digital era in light of the expansion of public broadcasting organizations to new media markets. Yet, in spite of the challenges it faced, the Commission has not limited itself to a marginal compatibility assessment checking solely whether the provision of related services outweighs the harm to competition. Through its decision-making and the adoption of a soft law instrument, the Broadcasting Communication, the Commission gradually managed to inject into national schemes supporting broadcasting activities its own perspective of “good” State aid policy. This chapter discusses the impact that the Commission State aid practice has had on national systems and reflects on whether the latter has struck the right balance between the conflicting values involved, namely competition and public service broadcasting. The chapter argues that, while in several instances the Commission went beyond the Treaty letter, its control over relevant State measures has contributed substantially to ensuring a level playing field between public broadcasters and commercial undertakings operating in the wider context of the media market.

scholarly journals Keputusan afiliasi OTA dan kinerja Hotel: Studi Pada Hotel Berafiliasi

2020 ◽  
Vol 2 (2) ◽  
pp. 106-112
Author(s):  
Antonius Singgih Setiawan ◽  
Lina Lina
Keyword(s):  
Marketing Strategy ◽  
Quantitative Methods ◽  
Positive Impact ◽  
Hotel Industry ◽  
Digital Marketing ◽  
Dynamic Level ◽  
Hotel Performance ◽  
Using Data ◽  
The Right ◽  
Online Travel

At present, the hotel industry is at a very dynamic level of competition. The intense competition requires hotel managemet to implement the right strategy. One strategy that must be implemented is a digital marketing strategy. Digital marketing strategy is a choice of strategies that are developing at this time. However, the development of hotel marketing practices through digital marketing has not been much followed by research developments in the field of digital marketing in the hotel industry. Therefore, this study aims to prove whether the hotel's decision to implement a digital marketing strategy by affiliating with an online travel agent (OTA) will achieve better performance. The research uses exploratory quantitative methods. Using data collected from 65 respondents who are hotel owners/managers, the data is processed using descriptive statistics. The results showed that the hotel decision affiliated with OTA had a positive impact on hotel performance.

scholarly journals DIGITAL MARKETING STRATEGY ON AGRICULTURAL PRODUCT (Case Study : UD Amalia Demak)

2021 ◽  
Vol 5 (1) ◽  
pp. 39
Author(s):  
Farah Amalia ◽  
Ady Widyakto ◽  
Lulus Parpti NSS
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Research Result ◽  
Complete Information ◽  
Online Marketing ◽  
Digital Marketing ◽  
Agricultural Product ◽  
Selling Price ◽  
Building Relationships ◽  
The Right

<p><em>Offline marketing in agricultural products </em><em>needs high</em><em> cost. The high cost of marketing results in a less competitive selling price. Digital marketing is the right solution to this problem. This study aims to analyze the right digital marketing strategy for the company. The analytical method used is the analysis of Sostacs and Aida. The research result states that the company combines offline and online marketing. The media used are the marketplace and social media. </em><em>The marketplace Agromaret focused on providing complete information regarding massive products and promotions to drive sales transactions. Meanwhile, Social media facebook is focused on building relationships with customers and personal closeness to </em><em>create customer loyalty</em><em>.</em></p>

scholarly journals Strategi Pemasaran TVRI dalam Menaikkan Brand Image

2020 ◽  
Vol 2 (1) ◽  
pp. 67-79
Author(s):  
Christina .
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Research Method ◽  
Brand Image ◽  
Secondary Data ◽  
Digital Marketing ◽  
Public Broadcasting ◽  
The Public ◽  
Effective Media

Televisi Republik Indonesia (TVRI) is a state television. Since its establishment on August 24, 1962, TVRI has indeed experienced various phases in its life. Through Law No.32 of 2002 concerning Broadcasting, TVRI was established as a Public Broadcasting Institution (LPP). LPP is a broadcasting institution in the form of a legal entity established by the state, independent, neutral, non-commercial and functions to provide services for the benefit of the community. At present, TVRI has changed its Director since March 2018 namely Helmi Yahya, known as the King of Quiz. With the new Managing Director, TVRI began many enthusiasts who watched with new faces and more interesting programs. This research uses a qualitative research method, and is descriptive in nature which will later explain the marketing strategy of TVRI which has begun to attract the public and an increase in rating and audience share. This study uses interview techniques and data collection from social media and the internet as well as journals, books as primary and secondary data. The marketing strategy undertaken by TVRI includes five rebranding media including channel branding packages, promo on air, news packages, social media, and off air promotions. Of all the rebranding media, the most effective media is social media because aside from being a new media or digital marketing, it can reach all people, both TVRI viewers and private TV viewers

scholarly journals Strategi Marketing Hary Tanoesoedibjo dalam Usaha Membangun Personal Branding Politik

2016 ◽  
Vol 20 (1) ◽  
pp. 49-62
Author(s):  
Hartini Basaria Natasya Sitanggang ◽  
Awang Dharmawan
Keyword(s):  
Social Media ◽  
Political Parties ◽  
New Media ◽  
Marketing Strategy ◽  
Political Marketing ◽  
Price Promotion ◽  
Personal Branding ◽  
The Right

Today, many people have already used new media for doing their activities, includes communicating. The benefits in opening the edges each humans and using the innovating technology makes the new media usually used by citizen. These concerns are used by the politic consultant to promote some political parties or some candidates. HaryTanoesoedibjo is one of media businessman in Indonesia who tries to take his way becoming a politician. To increase his electability in politic, a politic consultant for HaryTanoesoedibjo should be able to know the right strategies for HaryTanoesoedibjo. This study was made to know what strategies are right for HaryTanoesoedibjo. This research was using the 4Ps and PDB analysis. Besides that, this study was also intended to know the right platform for HaryTanoesoedibjo in case for succeed his way for president election. The datas in this study are from the analysis in social media and website that used by HaryTanoesoedibjo and some available literatures. Keywords: Political Marketing Strategy, New Media, HaryTanoesoedibjo,   ABSTRAK Kekuatan media baru sebagai sumber informasi politik, tidak lepas dari perkembangannya sudah menjadi media mainsream yang membangun interaktivitas bagi sesama penggunanya. Hal inilah yang dimanfaatkan oleh konsultan politik untuk mempromosikan partai politik atau kandidat perseorangan. Hary Tanoesoedibjo, sebagai salah satu pebisnis media yang memasuki jalan sebagai politisi. Dalam menaikkan popularitasnya di dunia politik, konsultan politik yang dimiliki oleh Hary Tanoesoedibjo berusaha menerapkan strategi marketing politik, karena mengingat Partai Indonesia Raya (Perindo) dan Hary Tanoesoedibjo sendiri terbilang baru dalam panging politik nasional. Studi ini dibuat untuk mengetahui bagaimana strategi marketing politik dari tim Hary Tanoesoedibjo. Penelitian ini menggunakanan konsep product, place, price, promotion, dan segmentation (4PS) dan positioning, differentiation, dan branding (PDB). Selain itu, studi ini juga ditujukan untuk mengetahui bagaimana platform media baru yang digunakan oleh Hary Tanoesoedibjo sebagai ketua Partai Persatuan Indonesia (Perindo). Kata kunci: Strategi Marketing Politik, Media baru, Hary Tanoesodibjo.

scholarly journals Tweet Berbayar: Bagaimana Word-Of-Mouth Bekerja dalam Media Baru

Humaniora ◽  
2011 ◽  
Vol 2 (2) ◽  
pp. 1193
Author(s):  
Rosidah Syaukat ◽  
Ekky Imanjaya
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Opinion Leader ◽  
Viral Marketing ◽  
Unique Characteristic ◽  
Goods And Services ◽  
Buzz Marketing ◽  
Key Opinion Leader

New media, like Twitter, has changed many possibilities, including marketing strategy in Indonesia. One of the extraordinary phenomena is paid-to-tweet, as being used by celebrity or ordinary users. The purpose of the article is to identify how Twitter roles in marketing: what the unique characteristic of Twitter so that Word-of-Mouth (WOM) could work effectively and efficiently? How viral marketing, buzz marketing and recommendation could move simultaneously to increase awareness to consumers about specific goods and services? How to choose the endorsers, as buzzers and key opinion leader in social media like Twitter? And why is hard-sale highly forbidden in new marketing practical style? Generally, the article will analyze about what and how regarding phenomena of paid-to-tweet happening in Indonesia. 

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