Penerapan digital marketing dalam kampanya "Samsung Digital Imaging" oleh XM-JWT = The application of digital marketing in the "Samsung Digital Imaging" campaign by XM-JWT

Jacinda, Janice (2014) Penerapan digital marketing dalam kampanya "Samsung Digital Imaging" oleh XM-JWT = The application of digital marketing in the "Samsung Digital Imaging" campaign by XM-JWT. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penulis melakukan magang dari tanggal 31 Maret 2014 sampai dengan tanggal 1 Agustus 2014 di XM-JWT dan ditugaskan sebagai Account Executive untuk klien PT Samsung Electronik Indonesia. XM-JWT menerapkan konsep digital marketing untuk Samsung dalam bentuk kampanye Samsung Digital Imaging. Kampanye dibagi menjadi dua tema berdasarkan produk yang diluncurkan, yaitu kamera NX 30 dengan tema NX30WalkTheCity pada bulan April dan kamera NX Mini dengan tema NXMinilympic pada bulan Mei. Digital marketing yang dilakukan adalah melalui media sosial Twitter dengan bantuan para buzzer; melalui sales promotion berupa kompetisi foto di Instagram, dan event marketing berupa mini gathering untuk para blogger dan buzzer. Kampanye Samsung Digital Imaging menerapkan prinsip-prinsip digital marketing seperti yang dikemukakan oleh Fenwick (2008) yaitu consumer as participant, addressable channel, involvement, time shifted anytime, consumer initiated, opt-in and share marketing, new media planning, dan digital influence. Event Samsung juga melalui sebuah event management process yang bertahap yaitu objectives and getting started, planning, organizing and preparing the event, implementing, dan divestment (Shone & Parry, 2002). Dengan adanya kampanye Samsung Digital Imaging, diharapkan dapat meningkatkan kesadaran masyarakat terhadap produk baru Samsung yaitu kamera NX 30 dan NX Mini. Selain itu, Samsung ingin memberikan pengalaman kepada para blogger dan buzzer dalam menggunakan kamera NX 30 dan NX Mini melalui event Samsung. / The author has conducted an internship program, which ran from March 31 until August 1 2014 at XM-JWT, and was assigned as an Account Executive for the client PT Samsung Electronik Indonesia. XM-JWT applies the digital marketing concept for Samsung in the form of Samsung Digital Imaging Campaign. This campaign was divided into two themes based on the new products, which were NX 30 Camera with theme “NX30WalkTheCity” on April, and NX Mini Camera with the theme “NXMinilympic” on May. Digital marketing was done through Twitter with the help from the buzzers; sales promotion was done through a photo competition on Instagram; and event marketing was done in the form of a mini gathering of bloggers and buzzers. The Samsung Digital Imaging campaign follows the principles proposed by Fenwick (2008): consumer as participant, addressable channels, involvement, time shifted anytime, consumer initiated, opt-in and share marketing, new media planning, and digital influence. The Samsung event also underwent an event management process: objectives and getting started, planning, organizing and preparing the event, implementing, and divestment (Shone & Parry, 2002). The Samsung Digital Imaging campaign aims to increase the market awareness of Samsung’s new products, the NX 30 Camera and the NX Mini Camera. Moreover, Samsung wants to give experiences to bloggers and buzzers by using the NX 30 Camera and the NX Mini Camera during the Samsung Event.

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