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Internet - Digital Marketing

Internet - Digital Marketing This slide is used for "Manajemen Teknologi Informasi" for Teknologi Informasi Study Program at Universitas International Batam (UIB). @2020

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Internet Marketing
Heru Wijayanto, MM., MBA., M.MT
(heru.Wijayanto@uib.ac.id)
Manajemen Teknologi Informasi
Capaian Pembelajaran
• Mahasiswa mampu memahami bentuk
dan pengaruh internet marketing.
Tujuan Pembelajaran
• Memahami dan mampu mengaplikasikan
konsep internet dan strategi digital
marketing pada sebuah perusahaan ataupun
dalam sebuah produk / layanan.
• Mahasiswa mampu memahami
bentuk pemasaran di internet
• Mahasiswa mampu memahami
pengaruh internet marketing dan
advertising bagi perusahaan
Indikator
Internet - Digital Marketing
• Kampanya #AdaAQUA (online dan offline) dimulai sejak tahun
2015 – 2016.
• Kampanye #AdaAqua terbilang berhasil memperkuat
positioning Aqua sebagai top brand produk air mineral dalam
kemasan (AMDK).
• Kampanye #AdaAqua menyasar segmen anak muda.
• Pesan komunikasi kampanye #AdaAqua sebenarnya
sederhana saja, yaitu mengajak orang untuk sadar akan
pentingnya minum air putih untuk menunjang aktivitas.
• Kampanye Pemasaran Danone Aqua lewat hashtag #AdaAqua
berhasil menarik perhatian konsumen Indonesia dan terbukti
sukses meningkatkan penjualan Aqua, bahkan 30% lebih besar
dari target awal. (mix.co.id)
Internet - Digital Marketing
• Kampanye #MulaiAjaDulu dimulai sejak 15 Januari 2018 ini telah dijalankan di
berbagai media, baik itu cetak, digital, dan media sosial populer di Indonesia.
Kampanye tersebut bertujuan untuk mengingatkan pemirsanya bahwa mimpi dapat
menjadi kenyataan, bila kamu mencoba memulainya.
• Kampanye tersebut merupakan lanjutan dari kampanye sukses sebelumnya di
tahun 2017 yang membawa slogan: “Semua Dimulai dari Tokopedia”.
• Studi mengatakan bahwa kebanyakan orang mengalami kesulitan ketika mengejar
mimpi mereka.
• 92% orang dewasa gagal mencapai aspirasi yang mereka tetapkan di waktu muda.
• Sementara itu, hanya 6% yang berhasil mendapatkan pekerjaan sesuai dengan cita-cita
mereka di masa kecil. (marketing.co.id)
• Memang ada banyak faktor yang menjadi penyebab masalah ini, tapi prokrastinasi
atau sikap menunda-nunda serta keraguan diri menjadi salah satu hambatan utama
yang umum.
• Kurang lebih 95% dari populasi mengakui bahwa mereka sering menunda-nunda, dengan
20% di antaranya merupakan pelaku kronis dari sifat menunda tersebut.
(marketing.co.id)

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Internet - Digital Marketing

  • 1. Internet Marketing Heru Wijayanto, MM., MBA., M.MT (heru.Wijayanto@uib.ac.id) Manajemen Teknologi Informasi
  • 2. Capaian Pembelajaran • Mahasiswa mampu memahami bentuk dan pengaruh internet marketing. Tujuan Pembelajaran • Memahami dan mampu mengaplikasikan konsep internet dan strategi digital marketing pada sebuah perusahaan ataupun dalam sebuah produk / layanan. • Mahasiswa mampu memahami bentuk pemasaran di internet • Mahasiswa mampu memahami pengaruh internet marketing dan advertising bagi perusahaan Indikator
  • 4. • Kampanya #AdaAQUA (online dan offline) dimulai sejak tahun 2015 – 2016. • Kampanye #AdaAqua terbilang berhasil memperkuat positioning Aqua sebagai top brand produk air mineral dalam kemasan (AMDK). • Kampanye #AdaAqua menyasar segmen anak muda. • Pesan komunikasi kampanye #AdaAqua sebenarnya sederhana saja, yaitu mengajak orang untuk sadar akan pentingnya minum air putih untuk menunjang aktivitas. • Kampanye Pemasaran Danone Aqua lewat hashtag #AdaAqua berhasil menarik perhatian konsumen Indonesia dan terbukti sukses meningkatkan penjualan Aqua, bahkan 30% lebih besar dari target awal. (mix.co.id)
  • 6. • Kampanye #MulaiAjaDulu dimulai sejak 15 Januari 2018 ini telah dijalankan di berbagai media, baik itu cetak, digital, dan media sosial populer di Indonesia. Kampanye tersebut bertujuan untuk mengingatkan pemirsanya bahwa mimpi dapat menjadi kenyataan, bila kamu mencoba memulainya. • Kampanye tersebut merupakan lanjutan dari kampanye sukses sebelumnya di tahun 2017 yang membawa slogan: “Semua Dimulai dari Tokopedia”. • Studi mengatakan bahwa kebanyakan orang mengalami kesulitan ketika mengejar mimpi mereka. • 92% orang dewasa gagal mencapai aspirasi yang mereka tetapkan di waktu muda. • Sementara itu, hanya 6% yang berhasil mendapatkan pekerjaan sesuai dengan cita-cita mereka di masa kecil. (marketing.co.id) • Memang ada banyak faktor yang menjadi penyebab masalah ini, tapi prokrastinasi atau sikap menunda-nunda serta keraguan diri menjadi salah satu hambatan utama yang umum. • Kurang lebih 95% dari populasi mengakui bahwa mereka sering menunda-nunda, dengan 20% di antaranya merupakan pelaku kronis dari sifat menunda tersebut. (marketing.co.id)
  • 7. Dr Philip Kotler defines MARKETING as follows : “Marketing is that function of the organisation that can keep in constant touch with the organisation’s consumers, read their needs, develop products that meet these needs, and build a programme of communications to express the organisation’s purposes”.
  • 10. Digital Is Not Just A Set Of Marketing Channels it’s a different way of thinking about how people engage with media, each other and the world around them. Digital is a new way of exploring content (for users) and connecting with customers (for marketers). DIGITAL
  • 11. Digital Marketing • The use of digital media, data and technology to support marketing activities has given rise to a bewildering range of labels and jargon created by both academics and professionals. • It has been called digital marketing, Internet marketing, emarketing and web marketing. • We changed the Internet Marketing to Digital Marketing since it shows the use of a range of digital platforms to interact with audiences. Digital marketing The application of digital media, data and technology integrated with traditional communications to achieve marketing objectives.
  • 12. 5Ds Of Managing Digital Marketing Interactions • Digital devices. Our audiences interact with businesses using a combination of smartphones, tablets, laptops, desktop computers, TVs, gaming devices, virtual assistants (like Amazon Echo) and other connected devices forming the Internet of Things (IoT). • Digital platforms. Most interactions on these devices are through a browser or apps from the major ‘platforms’ or online services, e.g. Facebook™ (and Instagram™), Google™ (and YouTube™), Twitter™, LinkedIn™, Apple™, Amazon™ and Microsoft™. • Digital media. Different communications channels for reaching and engaging audiences are available, including advertising, email and messaging, search engines and social networks. • Digital data. The insight businesses collect about their audience profiles and their interactions with businesses now needs to be protected by law in most countries. • Digital technology. This is the marketing technology – or martech – that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.
  • 13. Two Fundamental Ways Digital Marketing • The audience can be segmented very precisely • The digital sphere is almost completely measurable
  • 14. In practice, digital marketing focuses on managing different forms of online company presence, such as company websites, mobile apps and social media company pages, integrated with online communications techniques, including search engine marketing, social media marketing, online advertising, email marketing and partnership arrangements with other websites. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Using digital communications technologies to maximize sales to existing customers and encourage continued usage of online services through techniques including a database, personalized web messaging, customer services, chatbots, email and social media marketing. ONLINE COMPANY PRESENCE
  • 15. THE ROLE OF DIGITAL PLATFORMS MULTICHANNEL (OMNICHANNEL) MARKETING Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle or ‘path to purchase’. With the range of mobile and IoT touchpoints, some have expanded the term to omnichannel marketing. CUSTOMER JOURNEYS AND THE CUSTOMER LIFECYCLE The sequence of online and offline touchpoints a customer or buyer persona takes during a buying process or broader customer experience. Online this may include a range of digital platforms, communications media, websites, pages and engagement devices.
  • 16. The Customer Journey Is Cyclical Source: Rob Stokes (2018)
  • 17. Source: Smart Insights (2017) A lapsed or inactive customer is one who hasn't made a purchase within that timeframe. For reasons that are hard to discern, customers are indecisive about taking a service or a product you are offering. Though they look around, ask questions, show interest, or simply can't decide for numerous reasons, such indecisiveness can drive you up a wall. Customer Lifecycle Marketing Touchpoint Summary For A Retailer
  • 18. PAID, OWNED AND EARNED MEDIA PAID MEDIA Also known as bought media, a direct payment occurs to a site owner or an ad network when they serve an ad, a sponsorship or pay for a click, lead or sale generated. OWNED MEDIA Different forms of online media controlled by a company including their website, blogs, email list and social media presence. EARNED MEDIA The audience is reached through editorial, comments and sharing online.
  • 19. PAID, OWNED AND EARNED MEDIA
  • 21. THE KEY TYPES OF DIGITAL MEDIA CHANNELS Source: Chaffey and Smith (2017)
  • 22. KEY CHALLENGES OF DIGITAL COMMUNICATIONS • Complexity. To enable the benefits we have mentioned above – such as personalisation, testing and dynamic variation in ads through time – time has to go into configuring the campaign, although the search engines provide defaults to enable easy setup. • Responding to competitors. Since competitors can also change their approach readily, more resource has to be used to monitor competitor activity. • Responding to changes in technology and marketing platforms. Google and the other ad-serving companies innovate to offer better capabilities for their customers. • Cost. Although costs can be readily controlled, in competitive categories the costs can be high, exceeding €10 per click. • Attention. While online paid search ads are highly targeted and there is arguably little wastage, not everyone will view paid adverts, indeed there is a phenomenon known as ‘banner blindness’ where web users ignore online ads
  • 23. Digital Marketing Strategy PR Smith’s SOSTAC® Planning framework (Situation, Objectives and Strategy, Tactics, Action and Control) Source : Chaffey and Smith (2017).
  • 24. Digital Marketing Strategy PR Smith’s SOSTAC® Planning framework (Situation, Objectives and Strategy, Tactics, Action and Control) Source : Chaffey and Smith (2017). Situation analysis means ‘where are we now?’. Planning activities involved at this stage include performing an Internet-specific SWOT analysis, and reviewing the different aspects of the micro-environment including customers, competitors and intermediaries. Situation analysis also involves review of the macro-environment.
  • 25. Digital Marketing Strategy PR Smith’s SOSTAC® Planning framework (Situation, Objectives and Strategy, Tactics, Action and Control) Source : Chaffey and Smith (2017). Objectives means ‘where do we want to be?’. This can include a vision for digital channels, and also specific numerical objectives for the digital channels such as projections of sales volumes and cost savings.
  • 26. Digital Marketing Strategy PR Smith’s SOSTAC® Planning framework (Situation, Objectives and Strategy, Tactics, Action and Control) Source : Chaffey and Smith (2017). Strategy means ‘how do we get there?’. Strategy summarises how to achieve the objectives for the different decision points, including segmentation, targeting, proposition development, including the elements of the marketing mix and CRM.
  • 27. Digital Marketing Strategy PR Smith’s SOSTAC® Planning framework (Situation, Objectives and Strategy, Tactics, Action and Control) Source : Chaffey and Smith (2017). Tactics defines the usage of tactical digital communications tools. This includes specific details of the marketing mix, CRM, experience and digital communications.
  • 28. Digital Marketing Strategy PR Smith’s SOSTAC® Planning framework (Situation, Objectives and Strategy, Tactics, Action and Control) Source : Chaffey and Smith (2017). Actions refers to action plans, change management and project management skills. We refer to some of the issues of modifications to organisational roles and structures.
  • 29. Digital Marketing Strategy PR Smith’s SOSTAC® Planning framework (Situation, Objectives and Strategy, Tactics, Action and Control) Source : Chaffey and Smith (2017). Control looks at the use of management information Including web analytics to assess whether strategic and tactical objectives are achieved and how improvements can be made to enhance results further.
  • 31. References • Dave Chaffey and PR Smith, 2017, Digital Marketing Excellence : Planning And Optimizing Your Online Marketing, Fifth Edition, Routledge, London and New York. • Dave Chaffey and Fiona Elis-Chadwick, 2019, Digital Marketing : Strategy, Implementation and Practice, Seventh Edition, Pearson, Loughborough University. • Simon Kingsnorth, 2016, Digital Marketing Strategy : An integrated approach to online marketing, First Edition, Kogan Page Limited, Great Britain and the United States. • Ira Kaufman and Chris Horton, 2015, Digital Marketing : Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students, First Edition, Routledge, London and New York.
  • 32. Heru Wijayanto, MM., MBA., M.MT (heru.Wijayanto@uib.ac.id) siheyu siheyu Heru Wijayanto https://www.linkedin.com/in/heruwijayanto/