Perencanaan digital marketing untuk meningkatkan brand awareness braito

Mailoa, Loa Windy Winawati (2013) Perencanaan digital marketing untuk meningkatkan brand awareness braito. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pesatnya perkembangan teknologi internet dan mobile dewasa ini telah membawa warna baru bagi dunia pemasaran, yaitu hadirnya digital marketing. Digital marketing adalah penggunaan digital media sebagai strategi dan taktik dalam pemasarannya untuk menciptakan komunikasi dua arah yang bersifat interaktif dan personal. Digital marketing dapat dikatakan sebagai alat yang ampuh untuk menjangkau target audience dengan biaya yang murah atau dengan kata lain low budget, high impact. Celsius Creative Communication adalah advertising agency yang telah banyak menangani client-client yang menginginkan penerapan digital marketing dalam perencanaan marketing communication mereka, salah satunya adalah Braito. Tujuan marketing communication Braito adalah meningkatkan awareness Braito dan produk baru Braito, yaitu single pack usage dalam waktu enam bulan. Marketing communication yang dirancang oleh Celsius Creative Communication untuk Braito adalah dengan menerapkan konsep digital marketing dengan mengabungkan dua elemen marketing communication mix, yaitu internet sales promotions (coupon dan contest) dan digital media (web, internet media, dan consumer created content). Melalui perencanaan marketing communication ini, Braito diharapkan dapat membangun engagement dengan target audiencenya melalui digital marketing. / Today, the rapid development of internet and mobile technology has brought new color to the world of marketing, that is the presence of digital marketing. Digital marketing is the use of digital media as a marketing strategy and tactics in creating interactive and personal two-way communication. Digital marketing can be considered as a powerful tool to attract the target audience at a low cost or in other words low budget, high impact. Celsius Creative Communications is the advertising agency that has already handled many clients that want the application of digital marketing in their marketing communications plan, one of them is Braito. Braito’s marketing communication objective is to increase awareness of brand Braito and new product Braito (single pack usage) within six months. Celsius Creative Communications designed Braito’s marketing communication plan by apply the concept of the digital marketing and integrates two marketing communication mix elements, internet sales promotions (coupon and contest) and digital media (web, internet media, and consumer created content). Through this marketing communication planning, Braito is expected to build engagement with its target audience through digital marketing.

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