Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital

The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing. Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.

Development and Pilot Testing of Text Messages to Reduce Sugar-Sweetened Beverage Intake in Rural Caregivers and Adolescents: A Mixed-Methods Study (Preprint)

BACKGROUND High consumption of sugar-sweetened beverages (SSB) poses significant health concerns, particularly for rural adults and adolescents. Developing innovative strategies that target caregivers as the agents of change could be a promising way to improve both caregiver and adolescent health. Sending text messages through mobile phones has been cited as an effective way to improve behavioral outcomes, although little research has been conducted in rural areas, particularly focusing on SSB intake. OBJECTIVE Targeting rural caregivers, the objectives of this two phase study were to: 1) understand caregivers’ perceptions and language preferences for SSB-related text messages to inform and refine message development and delivery, and 2) evaluate the acceptability of text messages for SSB behavior change, and examine short-term effects on SSB behaviors. METHODS A convergent mixed-methods design was used to systematically develop and pilot test text messages with caregivers in Southwest Virginia. In phase one, five focus groups that included a card-sorting activity were conducted to explore advantages/disadvantages, language preferences (i.e., tone of voice, audience, phrase preferences), and perceived use of text messages. In phase two, caregivers participated in a 5-week text message pilot trial that included weekly educational and personalized strategy messages and SSB assessments at baseline and follow-up. Before the focus groups and after completing the pilot trial, caregivers also completed a pre-post survey that assessed SSB intake, SSB home availability, and caregiver SSB-related practices. Caregivers also completed individual follow-up telephone interviews following the pilot trial. RESULTS In phase one, caregivers (n=33) reported that text messages were convenient, accessible, and easy to read. Additionally, caregivers preferred messages with empathetic and authoritative tones of voice that provided useful strategies and stayed away from using absolute words (e.g., always, never). In the phase two pilot trial (n=30), 87% of caregivers completed baseline and 77% completed follow-up assessment suggesting a high utilization rate. Other ways caregivers reported benefiting from the text messages included sharing messages with family members, friends, and coworkers (80%), making mental notes (57%), and looking back at messages as reminders (50%). Caregivers reported significant improvements in home environment, parenting practices, and rulemaking around SSB (all P <0.05). Also, the frequency of SSB intake among caregivers and adolescents significantly decreased (P <0.01). CONCLUSIONS Spending time in the formative phases of text message development helped to understand the unique perspectives and language preferences of the target population. This study also found that delivering an intervention through text messages has the potential to improve caregiver behaviors and reduce SSB intake in rural caregivers and adolescents. Findings from this study were used to develop a larger bank of text messages, which will be used in a future study testing the effectiveness of a text message intervention targeting SSB-related caregiver behaviors.

CREATIVE PLANNING DAN STRATEGI PENGEMBANGAN PESAN KOMUNIKASI PEMASARAN

This article is focused on creative planning and marketing communication message development strategies. The results of this study found that creative planning was compiled as a reference in implementing marketing communications campaigns. In a campaign, creative planning is important to produce marketing creativity that is different, unique and interesting compared to competitors. While the message development strategy can be interpreted as a process of finding ways to influence the public or certain goals by persuading or persuasive and motivating the public to participate, so that the message is expected to create certain effects as planned according to a specific theme. The development of messages starts from a big idea to express certain intentions according to needs and benefits which are then constructed into messages that are then conveyed to the target audience. The purpose of developing messages can only be achieved if the audience understands these messages. [Artikel ini difokuskan pada perencanaan kreatif dan strategi pengembangan pesan komunikasi pemasaran. Hasil kajian ini menemukan bahwa perencanaan kreatif disusun sebagai acuan dalam pelaksanaan kampanye komunikasi pemasaran. Dalam sebuah penyelenggaraan kampanye, perencanaan kreatif menjadi penting untuk menghasilkan kreativitas pemasaran yang berbeda, unik dan menarik dibandingkan pesaing. Sedangkan strategi pengembangan pesan dapat diartikan sebagai proses menemukan cara untuk mempengaruhi publik atau sasaran tertentu dengan cara membujuk atau persuasif dan memotivasi publik untuk berpartisipasi, sehingga pesan diharapkan dapat menciptakan efek tertentu seperti yang direncanakan sesuai dengan tema spesifik. Pengembangan pesan berawal dari suatu gagasan (big idea) untuk menyatakan maksud tertentu sesuai dengan kebutuhan dan manfaat yang kemudian di konstruksi menjadi bentuk pesan-pesan yang kemudian disampaikan kepada khalayak sasaran. Tujuan pengembangan pesan hanya dapat dicapai apabila khalayak memahami pesan-pesan tersebut]. Kata Kunci: Creative planning, Strategi Pesan, dan Komunikasi Pemasaran.

Parents as Agents for Change in Health and Risk Messaging

Parents can be the target of health and risk messages about their children and can be a channel by which children hear health messages. This dual role can make parents powerful agents for change in children’s health. Parents receive health messages from a variety of sources including health care providers, schools, the media, the government, and family. Parents tend to be a more frequent target for health messages when their children are infants or young. They receive many messages related to keeping their children safe. Most of these messages are not developed as part of a rigorous data-driven and theory-based intervention and often lack sophisticated message development and design. Furthermore, instead of segmenting parents and tailoring messages, parents are frequently treated as a monolith, with no diversity related to behavior or communication. As children age, parents can become the channel by which children can hear a health message. Parents of school-age children and adolescents are continually communicating messages to their children and are often targeted to communicate messages related to health or risk behaviors. Intentional efforts to encourage parents to talk to their children are often related to risk behaviors among older children. Specifically, parents are asked to convey messages about sexual health, alcohol and drug use, and driving. Evidence points to parent–child communication in general and communication about specific risk behaviors as protective for children. Research has also suggested that adolescents want to hear health messages from their parents. Parents are a natural choice to communicate about health and risk throughout childhood and adolescence due to the parent–child relationship and the influence parents can have over children. However, this special relationship does not automatically translate into parents having good communication skills. Messages designed to encourage parents to communicate with their children about a health topic have often been developed with the assumption that parents know what to communicate and how to effectively communicate with their children. Deficits in communication skills among parents have been recognized by some campaign developers, and an emphasis on developing those skills has been a significant part of some messages targeting parents. Health communication campaigns have been developed to inform parents about when and how to talk to their children about health issues such as alcohol, drugs, and sex. Unfortunately, not all parent–child communication is positive or effective and this can have potential unintended consequences. Treating parents as an audience in a more nuanced manner, with greater emphasis on evidence-based message development, could result in more effective messages and better health outcomes.