Penerapan digital marketing frisian flag 123/456 di dalam campaign olah otak oleh xm gravity

Kartika, Livia (2013) Penerapan digital marketing frisian flag 123/456 di dalam campaign olah otak oleh xm gravity. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kemajuan internet membawa dampak transformasional yang menciptakan paradigma baru dalam berbisnis, berupa digital marketing. Melihat peluang digital marketing yang semakin berkembang, XM Gravity (XMG) merupakan digital agency yang memberikan layanan untuk memenuhi kebutuhan perusahaan akan digital marketing services. Selama melaksanakan magang di XMG, Penulis bertanggung jawab sebagai account executive yang mengembangkan digital marketing untuk brand Frisian Flag 123/456, khususnya di dalam campaign Olah Otak. Dari hasil pengamatan selama magang, Penulis menarik kesimpulan bahwa ilmu marketing communication sangat berperan penting dalam penerapan digital marketing Olah Otak. Hal itu terlihat dari diterapkannya berbagai konsep marketing communication seperti penerapan konsep IMC dan marketing communication mix. Namun pada salah satu penerapan marketing communication mix yakni WOM, XMG belum memaksimalkan seluruh pihak. Selain itu, pembentukan digital marketing ini sesuai dengan kerangka SOSTAC. AISAS model merupakan model yang dijadikan pertimbangan dalam pembentukan digital marketing strategy Olah Otak. Namun aspek price dan place serta tahapan share belum dimanfaatkan oleh XMG One. Oleh karena itu saran yang dapat Penulis berikan adalah untuk dapat mengembangkan digital marketing yang lebih efektif, XMG dapat memanfaatkan opinion leaders melalui social media untuk mendorong WOM dan tahapan share pada AISAS model. Selain itu pelayanan pembelian melalui digital media dapat digunakan untuk memaksimalkan aspek price dan place. / Internet progress brings transformational impact which creates a new paradigm in business, in a form of digital marketing. XM Gravity (XMG) comes as a digital agency that provides services to meet the needs of companies in digital marketing services. During the internship at XMG, the author have responsibility as an account executive who developed digital marketing for Frisian Flag 123/456, especially in Olah Otak campaign. As the result of internship, the author have a conclusion that the science of marketing communication is very important in the application of Olah Otak digital marketing. It is seen from various marketing communication concepts are applied as the application of the concept of IMC and marketing communication mix. However on one of the application of marketing communications mix WOM, XMG not fully uses all parties to succeed. In addition, the application of digital marketing by XMG has utilized SOSTAC framework and AISAS model as basis to form the digital marketing strategy. But the aspect of price, place and share stages was not being developed. Therefore the author suggestion to develop more effective digital marketing, XMG can using opinion leaders to encourage WOM and share the stage in AISAS model. Maximize the price and place aspect can be reached through purchase services in digital media.

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