scholarly journals Managing Digital Marketing Communication of Coffee Shop Using Instagram

2020 ◽  
Vol 14 (05) ◽  
pp. 108
Author(s):  
Dewi K Soedarsono ◽  
Bahtiar Mohamad ◽  
Adamu Abbas Adamu ◽  
Kennia Aline Pradita
Keyword(s):  
Empirical Studies ◽  
Structured Interview ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tools ◽  
Coffee Shop ◽  
Marketing Tool ◽  
Cost Efficient ◽  
Promotional Message

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in  promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

New Event Trends as a Tool of Digital Marketing Communication

2021 ◽  
pp. 216-241
Author(s):  
Dilaysu Cinar
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Literature Review ◽  
Virtual Communities ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Communication Tool ◽  
Communication Tools ◽  
Social Events ◽  
Potential Customers

Today, with digital marketing communication, it has become easier to reach and persuade both existing and potential customers. The aforementioned situation is also valid for event applications which are one of the digital marketing communication tools. Indeed, with the technological power, brands began to offer participants almost unlimited options for events and participation takes place regardless of the venue. This study aims to provide information about the new event trends as a digital marketing communication tool. For this purpose, a literature review was made in the study. Accordingly, it can be argued that the new event trends used in digital marketing communications consist of real-time events, social events, storytelling, virtual reality and augmented reality applications, influencers, and virtual communities.

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.

NEWEST TOOLS OF MARKETING COMMUNICATIONS

2017 ◽  
Author(s):  
Bohdana Tsurska ◽  
◽  
Svitlana Bukhta ◽  
Keyword(s):  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Communication Tools ◽  
Advertising Budget ◽  
Potential Contact ◽  
Marketing Activities ◽  
Fierce Competition ◽  
High Level

The urgency of the work is due to the growth of fierce competition in the competitive environment among enterprises in various fields of business. The use of exclusively traditional elements of marketing communications in the Ukrainian market does not give the desired result to enterprises due to the changing demands of consumers in the XXI century. To ensure a high level of competitiveness in the market, companies must provide their marketing appeals to any place where potential contact of potential consumers with the brand of this company. Leading companies and organizations to cover target markets and provide competitive advantages in their own marketing activities are engaged in the introduction of modern technologies and achievements. Increased attention is paid to the restructuring of the advertising budget, engaged in the development of the latest marketing activities as a result come to the need to use innovative approaches to the implementation of marketing communication tools. The need to provide multilateral communication between different subjects of marketing communications has led to the use of marketing communication tools in a comprehensive combination. The article considers the basic and synthetic means of marketing communications. The description of the newest tools of marketing communications of soft and hard influence on the consumer is described. The relationship between traditional and non-traditional newest marketing tools is determined and the possibility of integrated application of elements of marketing communications in the modern market environment is described, which is defined as the purpose of the article. In the future, the results of this study can be used in the theory of integrated newest marketing communications in order to develop measures to improve the effectiveness of communication advertising campaigns, in the development of media plans and marketing budgeting. The proposed approach to differentiating non-traditional types of marketing communications can be used as a theoretical basis for choosing a communication strategy.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

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. 

scholarly journals PERANCANGAN STRATEGI DIGITAL MARKETING COMMUNICATION BAGI INDUSTRI PERHOTELAN DALAM MENJAWAB TANTANGAN ERA POSMODERN

2020 ◽  
Vol 6 (01) ◽  
pp. 051
Author(s):  
Monika Teguh ◽  
Selvy Tri Ciawati
Keyword(s):  
Communication Strategies ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Access To Information ◽  
Information Distribution ◽  
Internet Users ◽  
Hospitality Sector ◽  
Website Features

ABSTRACT The development of consumer culture in the era of technology has a direct impact on business competition in the hospitality sector. To be in a superior position in winning the competition, it requires the implementation of strategic planning. With the significant growth of internet users, the hotel industry must make good use of the situation, namely promoting digital marketing communication strategies. The purpose of this research is to design a digital marketing communication strategy for the Golden Tulip Legacy Hotel in Surabaya to overcome the postmodern era challenges. The research method is descriptive qualitative. The study is focused on the website and Instagram design, because it is the main access to information distribution of the Golden Tulip Legacy Surabaya. The informants in this study are selected speakers based on criteria that fit the purpose of the study. The method of data collection is done by observation, interviews, and documentation. The results of this study are the design of innovative digital marketing communication strategies that can be made with a management calendar, content formulation system, updated website features, optimized Instagram, and following the latest trends. Keywords; marketing strategy, digital marketing communication, website, Instagram ABSTRAK Perkembangan budaya konsumen di era teknologi berdampak langsung pada persaingan bisnis di dalam bidang perhotelan. Untuk berada di posisi yang unggul dalam memenangkan persaingan, diperlukan adanya implementasi dari perencanaan yang strategis. Dengan pertumbuhan pengguna internet yang signifikan, industri hotel harus memanfaatkan keadaan dengan baik, yakni melakukan promosi dengan strategi digital marketing communication. Tujuan dari penelitian ini adalah untuk merancang strategi digital marketing communication bagi Hotel Golden Tulip Legacy Surabaya agar dapat menjawab tantangan pada era postmodern. Jenis penelitian yang digunakan adalah kualitatif deskriptif yang berfokus pada website dan Instagram karena merupakan akses penyaluran informasi utama Golden Tulip Legacy Surabaya. Informan dalam penelitian ini adalah narasumber yang terpilih berdasarkan kriteria yang sesuai dengan tujuan penelitian. Metode pengumpulan data dilakukan dengan observasi, wawancara, dan dokumentasi. Hasil penelitian ini adalah perancangan strategi digital marketing communication yang inovatif dapat dibuat dengan kalender pengelolaan, sistem perumusan konten, pembaharuan fitur website, pengoptimalan Instagram, dan mengikuti tren terkini. Kata kunci; strategi pemasaran, komunikasi pemasaran digital, website, Instagram

scholarly journals LIVE STREAMING AS A DIGITAL MARKETING TOOL

2021 ◽  
Author(s):  
Olha Vovchanska ◽  
Liliya Ivanova
Keyword(s):  
Real Time ◽  
Communication Strategies ◽  
Digital Marketing ◽  
Live Streaming ◽  
Marketing Communication ◽  
Large Audience ◽  
Modern Business ◽  
Marketing Tool ◽  
Streaming Technology ◽  
Customer Trust

The article is disclosing features and advantages of using Live streaming technology in digital marketing and in marketing communication strategies. Live streaming technology is a process of broadcasting any live event that takes place in real time anywhere via the Internet. Marketers incorporate Live streaming into their digital marketing communication strategies as they seek to build customer trust, attract and retain their attention, and broadcast their competitive advantages in real time. Companies can use Live streaming for free, but at the same time must understand that paid live broadcasting can be more profitable. Authors identify the traditional channels and methods of Live streaming in digital marketing and clarify the main types of streaming platforms, each of which offers different functions, but the result is always feedback from existing or potential consumers. It is noted that the development of digital technologies and the COVID-19 pandemic have changed the format of online shopping, companies are actively using Livestreaming e-commerce, which allows to increase sales, promote the brand, talk more about the product and attract more customers. The most important feature of live stream shopping is the so-called seamlessness, i.e. the buying process is organized in the simplest way for consumers, literally in one click. It has been proven that video streaming in a pandemic crisis can serve, first and foremost, as a powerful tool for raising brand awareness. This can be achieved when quality content will meet such important criteria as high quality and uniqueness, creativity of the presented idea. Modern business practice confirms that Live streaming technology will dominate companies' marketing communications, as it is low-budget instrument that provides company transparency, inspires trust and feedback from consumers, and reaches a large audience. Taking advantage of Live streaming will help companies develop an effective marketing strategy to increase the number of potential customers and turn them into regular followers in the long-term.

scholarly journals Digital Marketing as a Marketing Communication Strategy

2021 ◽  
Vol 1 (1) ◽  
pp. 61-69
Author(s):  
A Rizaldi ◽  
◽  
F Margareta ◽  
K Simehate ◽  
S N Hikmah ◽  
...  
Keyword(s):  
Data Collection ◽  
Research Method ◽  
Organic Fertilizer ◽  
Communication Strategy ◽  
Organic Fertilizers ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Business Sector ◽  
Literature Study ◽  
Research Show

Digital marketing is a strategy that is quite impactful to increase the number of consumers in the organic fertilizer business sector in an era like today. The purpose of this research is to analyze the marketing strategy of organic fertilizers and the increase in the number of consumers. The research method used was escriptive methods, namely data collection and questionnaires. Methods of data collection carried out by observation, interviews and literature study. The questionnaire was used in analyzing consumers who use organic fertilizers on chilies. The results of this research show that digital marketing as marketing communication is useful in increasing selling power and promotion. This study discusses the use of digital marketing in marketing communications and whether consumers prefer organic fertilizers or not.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN DIGITAL PADA PRODUK KULINER TRADISIONAL

2019 ◽  
Vol 1 (2) ◽  
pp. 141-149
Author(s):  
Ida Ri’aeni
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Online Store ◽  
Store Product ◽  
One Stop ◽  
The Media ◽  
Brand Promotion

Digital marketing communication strategy is a brand promotion activity that has been planned and arranged systematically.  Its strategy builds brand interaction within its users. This marketing strategy is also carried out by several traditional Cirebon culinary business people. The purpose of this study was to analyze the marketing communication strategy in the three producers of Cirebon savory sticky rice, namely: Ketan Gurih (Sticky Rice), Mrs. Yudi; Ketan Gurih Kamba’s Table, and Ketan Gurih Ny. Lany. The research method used is descriptive qualitative. The results showed that the digital marketing strategy carried out by traditional products was to build a one stop shopping image on offline stores by sorting out some products that could be sold online, innovating products with special flavors, building confidence in consumers that the product was trusted and legendary, also endorsement of mass media (through television culinary programs) and positive testimonials from consumers who have used the product. In addition to direct marketing in stores (offline) where producers open outlets, the media used in the marketing of this Cirebon savory sticky rice are Instagram, whatsapp, line, SMS / Phone and online store (tokopedia / bukalapak). In the online store, product descriptions are described that only hold 1-3 days, and advice on the use of expedition services (shipping) that arrive quickly so that the product is still awake and good for consumption. Abstrak Strategi komunikasi pemasaran digital adalah suatu kegiatan promosi merek yang sudah direncanakan dan disusun secara sistematis.  Strategi tersebut membangun interaksi merek dengan penggunaanya.  Strategi pemasaran ini juga dilakukan oleh beberapa pelaku usaha kuliner tradisional khas Cirebon. Tujuan penelitian ini untuk menganalisis strategi komunikasi pemasaran pada tiga produsen ketan gurih Cirebon yaitu: Ketan Bumbu Ibu Yudi, Ketan Gurih Kamba’s Table, Ketan Gurih Ny. Lany. Metode penelitian yang dilakukan adalah deskriptif kualitatif. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang dilakukan oleh produk tradisional ini yaitu membangun citra one stop shopping pada toko offline dengan memilah beberapa produk yang bisa dijual secara online, melakukan inovasi produk dengan citarasa khusus, membangun keyakinan terhadap konsumen bahwa produk terpercaya dan legendaris, juga melakukan endorsement media massa (melalui program kuliner televisi) serta testimoni positif dari konsumen yang sudah menggunakan produk tersebut. Selain pemasaran secara langsung di toko (offline) tempat produsen membuka gerai, media yang digunakan dalam pemasaran digital ketan gurih Cirebon ini adalah instagram, whatsapp, line, SMS/ Telpon dan toko online (tokopedia/bukalapak). Pada toko online tersebut, dijabarkan deskripsi produk yang hanya tahan 1-3 hari, dan saran penggunaan jasa ekspedisi (pengiriman) yang cepat tiba agar produk masih terjaga dan baik untuk dikonsumsi.

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