Penerapan digital marketing dalam kegiatan promosi beauty care Dove PT. Unilever = The application of digital marketing and event marketing in beauty care promotional activities of Dove PT. Unilever

Tendean, Azaria Deo Gratia (2014) Penerapan digital marketing dalam kegiatan promosi beauty care Dove PT. Unilever = The application of digital marketing and event marketing in beauty care promotional activities of Dove PT. Unilever. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Internet saat ini mengalami kemajuan yang cukup pesat sehingga berdampak kepada kemajuan bisnis saat ini dan membentuk suatu paradigma baru berupa digital marketing. Melihat peluang dalam dunia digital marketing, XM Gravity hadir sebagai digital agency yang memberikan layanan digital marketing full service untuk memenuhi kebutuhan setiap perusahaan. Selama proses magang, Penulis bertanggung jawab sebagai account executive yang mengembangkan brand Dove baik melalui digital marketing atau event yang diselenggarakan Dove. Dari hasil pengamatan selama magang, maka Penulis dapat mengambil kesimpulan bahwa ilmu marketing communication sangat berperan penting dalam penerapan digital marketing. Hal itu terlihat dari penerapan berbagai konsep marketing communication seperti penerapan konsep sales promotion yang diterapkan dalam digital marketing. Namun pada penerapan online sampling masih kurang terintegrasi sehingga terjadi beberapa kesalahan dalam proses pengiriman sampel yang masih dilakukan secara manual. Kesalahan dalam pengiriman sampel ini memberikan pengaruh terhadap budgeting yang telah disepakati oleh client dan agency. Sisterhood Dove juga menerapkan sales promotion dalam bentuk roadshow event diberbagai kota. Namun, setiap event yang diselenggarakan dinilai kurang memiliki uniqueness, karena konsep yang digunakan dalam setiap event tidak jauh berbeda. Penulis merasa jika setiap event yang diselenggarakan memiliki konsep yang berbeda-beda maka akan terlihat lebih menarik. Oleh karena itu saran yang dapat Penulis berikan adalah untuk dapat mengembangkan digital marketing yang lebih efektif dan event yang diselenggarakan menjadi lebih menarik / Nowadays, Internet is progressing rapidly enough and impact the progress of current business, and create a new paradigm in the form of digital marketing. With the opportunities in the digital marketing area, XM Gravity exists as a digital agency that provides full service digital marketing to fulfill the demand for every company. During the internship program, the author was responsible as an account executive who develop Dove brand, either through the digital marketing or event that was held by Dove. From the observation during the internship program, the author are able to conclude that marketing communication is very important in the application of digital marketing. It was seen from the application of marketing communication concept, such as the implementation of sales promotion concept that applied in the digital marketing. However, the implementation of online sampling is less integrated sampling so that there are some mistakes in the process of sample sending that was did manually. The mistakes in the sample sending can give effect to the budgeting that has been confirmed by clients and agency. Dove Sisterhood also applied sales promotion in the form of road show event in some cities. However, every event organized assessed lack uniqueness, because the concepts used in any event is not much different. Authors feel if every event held have different concepts it will look more attractive. Therefore the suggestion that author can give is to be able to develop a more effective digital marketing event organized and become more attractive.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Tendean, Azaria Deo GratiaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTarigan, Rose EmmariaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Digital marketing ; event ; sales promotion
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Monica Putri Damayanti
Date Deposited: 16 Oct 2018 07:36
Last Modified: 16 Oct 2018 07:36
URI: http://repository.uph.edu/id/eprint/1271

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