Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organisations use a combination of traditional and digital marketing channels.

1. DigiMarketing
PT. Eigerindo Multi Produk (EIGER)
Mahfud Achyar
Paramadina Graduate School
Corporate Communication – 2013

2. Slide master
• Digital Marketing Communication and New Media – How to do
study of PT. Eigerindo Multi Produk (Eiger)
• Local Brand of Indonesia
• Eiger is the most renowned company in Indonesia specialized in
manufacturing and retailing of adventure equipments.
• The company name, Eiger, was inspired by mount Eiger, a notable
mountain in the Bernese Alps, Switzerland, rising to an elevation of
3,970 meters above sea level.
• This company produces bags and adventure equipments.

3. Achievement
• In 2009, we are listed as one of the Top 250 Indonesia Original Brands
by a distinguished business magazine Swa.
• Brands are widely recognized as prominent local brands in Indonesia
• Eiger has evolved into a market leader in bags and adventure industry in
Indonesia.
Vision
“To become a blessed and blessing visionary global company
in adventure and e-lifestyle business”

4. Mission
1. To invest in holistic human life development by enabling our people to build
their character, competence, and compassion in accordance with their calling to
become a significant and a content individuals
2. To develop franchise system, e-commerce, and license system as our
global distribution strategy.
3. To expand our adventure products and services into three themes; technical
adventure, travelling adventure, and e-lifestyle adventure.
4. To expand our e-lifestyle business in the marketplace and cyber
market.
5. To shape a world-class organisation system and culture supported by
leading innovation and technology.
6. To provide outstanding quality products and services to satisfy our
customer requirements.
7. To become a respectful company that has significant role in
- global ecosystem care
- global social culture
- global cyber care
3G

5. Participant Prints & Goals
 17-29 y.o (productive ages)
 Gender 70% male, 30 female
 Adventuring & Traveling addict
 Simple, easygoing, isolated
Transactional behaviour:
Electronic money & cash
Psychographic:
Mobility, care to SHARE, passion is most important,
spend their money to ADVENTURING &TRAVELING

6. Participant Prints & Goals
Awareness:
 3 Flagship Stores, 34 showrooms, and 81
counters spread around Indonesia CLOSED.
 Marketplace moved to MARKETSPACE
 Need access to information about traveling &
adventuring. So let’s go to internet!
 Sharing about their EXPERINCE on website,
blogs, social media, etc.
Digital Profile:
User smartphone; social media users such as facebook, twitter, tumblr, instagram, etc.
Content Consumption:
Simple, eye catching, invormative, atractive, and more information.
Content Creation:
Will be happy to share their travelogue on website, blogs, and social media
Hunting adventure equipments high-grade!

7. Digital Platform
 Digital platform: WEBSITE
www.eigeradventure.com
 Channel Mix Plan & Creative Concept:
social media (Facebook, twitter, instagram,
youtube, path, pinterest, email blast, mobile
apps, quick reader code, digital device.

8. Generating Awareness & Influence
Messaging and viral plan
 More information about adventuring and traveling
 Suggest people to create personal account on website
 Promote events based on digital. For example: photography contest, writing, movies.
 Offering blog travel community
 Send e-Newsletter to their email
 Targeted participant are: traveler, adventurer, photography addict, public.
How to generating awareness?
Based on case:
EIGER SEVENT SUMMIT
Travel community Website & Social Media Search engines optimization
INFLUENCER
Monitoring Plan

9. Hernessind Data, Analytic, & Optimization
Participant-Provided Data
 Based on website to collect consumers
data. (Name, address, birth, etc.)
 Move the database (offline) to the
online database.
Behavioral Data
 Monitoring consumer conversations
on social media, especially youtube,
twitter, facebook, blogs, and others.
Particapants-Provided Data
 Survey or Poll on official website
Creating Data Plan
 Email subcribed service, mobile
site version, social media,
digital member card.
Analytics Plan
 Eiger can using google
analytics, decidely KPI,
measures.

10. Google Analytics

11. Online PR & Reputation Management

12. PR Online
 Raising the online profile of the business, products and services by
contributing positively to the online community.
 Managing the reputation by monitoring, assessing, responding to and
influencing online conversations about business or corporate.
www.kaskus.us

13. Eiger Online Press Release
a story worth reading; need a strong
‘hook’; story first, detail later; keep it
concise, objective and to the point; use
active, compelling language; accessible
and jargon free; contact details; be
keyword optimized; link back to your
site; and stick to the guidelines.

14. Company/Corporate Blog
Blogs are social media; Blogs are not promotional
platforms; Engage; Be yourself; Update regularly;
Encourage comments; Don’t censor comments;
Empower the blogger; Optimize your blog
Social Media Enggagement

15. Reputation
GOALS:
Eiger as Industrial Go Green!
Positif Image Negative Image

17. Affiliate Marketing & Strategic Partnership
SERP (Search Enginge Results Page) Affiliate Marketing AdventureAffiliate
Affiliates have access to metrics on merchant performance, including earnings per click (EPC),
conversion and average approval time. For each ad creative/campaign there are detailed statistics on
impressions, clicks, click-through rates (CTR), earnings per click (EPC) and conversion rates.

18. Thank You!