Digital marketing strategy in promoting product
A rapid internet development and its function has become one of the most important technologies in the world since it is very influential for human life. Considering this, one of the paid television companies makes an integrated marketing communication using internet as a tool for promoting its product. This study aims to know the role and strategy of various digital marketing channels, including website, search engine marketing (SEM), online PR, display advertising, email marketing and social media marketing in promoting product. The methodology is descriptive qualitative using interview and participant observation. The data were collected through documents and literature which related to digital marketing. This study found that digital marketing strategy has important role in promoting product. The whole digital marketing strategy, either in its planning, implementation, or evaluation, has its own uniqueness. It showed that digital marketing strategy has been run well within the company.
JEL Classification: M31, M37, M39.
Belch, G. E. and Belch, M. A. (2015), Advertising and promotion: an integrated marketing communications perspective, New York: McGraw-Hill.
Chaffey, D. and Chadwick, F. E. (2012), Digital Marketing: Strategy, Implementation and Practice, London: Pearson.
Hariningsih, E. (2013), “Internet Advertising sebagai Media Komunikasi Pemasaran Interaktif”, JBMA, Vol. I, Issue 2, pp. 12-16, available at: http://www.amaypk.ac.id/download/jurnal/Internet_Advertising_Sebagai_Media_Komunikasi _Pemasaran_Interaktif.pdf (Accessed 5 November 2019), (in Indonesian).
Ivanova, A. E. (2012), “The Internet‘s Impact on Integrated Marketing Communication”, Procedia Economics and Finance, Vol.3, pp. 536-542, available at: http://dx.doi.org/10.1016/s2212-5671(12)00192-x (Accessed 26 October 2019), DOI: 10.1016/s2212-5671(12)00192-x.
Kotler, P. and Armstrong, G. (2012), Prinsip-prinsip pemasaran (Edisi 13), Jakarta: Erlangga, (in Indonesian).
Pace, W. and Faules, D. F. (2010), Komunikasi Organisasi: Strategi Meningkatkan Kinerja Perusahaan, Bandung: Remaja Rosdakarya, (in Indonesian).
Pearce, J. A. and Robinson, R. B. J. (2008), Manajemen Strategis 10, Jakarta: Salemba Empat, (in Indonesian).
Tiago, M. T. P. M. B. and Veríssimo, J. M. C. (2014), "Digital marketing and social media: Why bother?” Business Horizons, Vol. 57, Issue 6, pp.703-708, available at: http://dx.doi.org/10.1016/j.bushor.2014.07.002 (Accessed 13 October 2019), DOI: 10.1016/j.bushor.2014.07.002.
Vinerean, S. and others (2013), “The Effects of Social Media Marketing on Online Consumer Behavior”, International Journal of Business and Management, Vol. 8, Issue 14, available at: http://dx.doi.org/10.5539/ijbm.v8n14p66 (Accessed 14 October 2019), DOI: 10.5539/ijbm.v8n14p66.
Widiartanto, Y. H. (2016), Pengguna Internet di Indonesia Capai 132 Juta, Kompas.com, available at: https://tekno.kompas.com/read/2016/10/24/15064727/2016. pengguna.internet.di.indonesia.capai.132.juta (Accessed 1 October 2019), (in Indonesian).
Zahay, D. (2015), Digital Marketing Management: A Handbook for the Current (or Future) CEO, New York: Business Expert Press.