digital marketing communication : strategy
DESCRIPTION
Digital Marketing Communication : Strategy. Sesi ke-3. Arief Budiman, S.Sn, M.Si. Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina. Strategy. a plan of action or policy designed to achieve a major or overall aim. Component Of Strategic Plan. Mission. Why we exist. - PowerPoint PPT PresentationTRANSCRIPT
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Digital Marketing Communication : Strategy
Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina
Sesi ke-3Arief Budiman, S.Sn, M.Si
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Strategy• a plan of action or policy designed to achieve
a major or overall aim.
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Component Of Strategic Plan
Source : google.com
MissionMission
VisionVision
ForecastForecast
GoalsGoals
ObjectivesObjectives
ActivitiesActivities
MeasuresMeasures
OutcomesOutcomes
Why we exist
What we want to be
Our future environment
What we must achieve for success
Spesific intentions expressed in measurable terms to achieve Goals
Planned actions to achieve objectives
Measures and Indicators of success of Activities
Desired level of performace for measures.
STRATEGIC LEVEL
ACTION LEVEL
OUTCOMES
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Example Of Digital Strategic Plan
Source : google.com
MissionMission
VisionVision
ForecastForecast
GoalsGoals
ObjectivesObjectives
ActivitiesActivities
MeasuresMeasures
OutcomesOutcomes
Brand X Provide best telco services for the advancement of the nation.
Brand X = Number one mobile data services provider
More and more people will use mobile data services in just 5 years.
People knows the excellence of Brand X compare to other competitor
Majority of people are talking about the brand X positively on the internet.
Blog Competition, More Conversation in Social Media
The growing number of fans and follower, activities.
Growing number of fans reaches 150% per year and more fans convert into user and a growing number of fans who are users of brand X.
STRATEGIC LEVEL
ACTION LEVEL
OUTCOMES
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Example 1 :• Strategy for Life.
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Andrew,Usia 21 tahun,Semester 7,IPK 2.4,FISIP,Jago Inggris, sering hang out di mall,Jakarta, Subsidi orang tua.
BASE SITUATION
BASE SITUATION
OBJECTIVEOBJECTIVE
Catherine,Usia 20 tahun,Semester 5,IPK 3.8FE-AkuntansiJakarta, hemat, Punya waralaba Jus, Punya pacar sedang magang.
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Andrew,Usia 21 tahun,Semester 7,IPK 2,4FISIP,Jago InggrisJakarta, Subsidi orang tua.
Catherine,Usia 20 tahun,Semester 5,IPK 3.8FE-AkuntansiJakarta, Punya waralaba Jus, Punya pacar sedang magang.
BASE SITUATION
BASE SITUATION OBJECTIVEOBJECTIVE
Insight dari tipe perempuan ini ? Insight dari tipe
perempuan ini ?
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Andrew,A.Mencari pekerjaan agar dapat penghasilan.B.Belum lulus, orang tua Andrew menghendaki lulus sebelum bekerja.
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PROBLEMPROBLEM
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Andrew,Menarik perhatian Catherine dengan menunjukkan kalauAndrew adalah Mr.Right dalam waktu 1 tahun.
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APPROACHAPPROACH
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Andrew,Bekerja sebagai freelance translator.
Mengajar di kursus private sepulang kuliah. Memperpanjang kuliah untuk perbaiki nilai kuliah.
Menjadi pelanggan tetap warung milik Catherine.
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ACTIONSACTIONS
44 55
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ACTIONS – By Timeline
JANJAN FEBFEB MARMAR APRAPR MEIMEI JUNIJUNI
FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE
GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT
PELANGGAN JUS
PELANGGAN JUS
PELANGGAN JUS
PELANGGAN JUS
SEMESTER PENDEK
SEMESTER PENDEK
SEMESTER PENDEK
SEMESTER PENDEK
SEMESTER PENDEK
SEMESTER PENDEK
DATING CATHERINE
DATING CATHERINE
KPI
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Example 2 :• Digital Strategy for Brand.
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Fresh Care Teen – Base Situation
0 FacebookTwitter
No Website
On PingramOn Pingram
Target Audience : Creative, Cheerful, Girls Teens,13 – 18, Urban, B – C+
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Emotional Bonding
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Awareness
Product Trial
Campaign Objective
Hangat dan Harumnya pas!
Through Digital Campaign :
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We need to encourage the Target Audiences to join into Fresh Care Teen Online Hub, and to interact to other fans/ member.
Problem
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To create a movement, which reflects the behavior of teenagers, by communicating: periods of adolescence are the best time to be creative
Approach
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DRIVEAwareness
Product Trial
DRIVEAwareness
Product Trial
Social Media Event
Social Media Event
Online AdsOnline Ads
WebsiteWebsite
Digital Strategy
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Activity :
ContentContent ContentContent ContentContent ContentContent ContentContent ContentContent
Soc AdsSoc Ads Soc AdsSoc Ads Soc AdsSoc Ads Soc AdsSoc Ads Soc AdsSoc Ads
Apps GamesApps Games Apps GamesApps Games Apps GamesApps Games Apps GamesApps Games
JuneJune JulyJuly AugustAugust SeptemberSeptember OctoberOctober NovemberNovember
FB 20000FB 20000
TW 500TW 500 TW 500TW 500 TW 500TW 500 TW 500TW 500 TW 500TW 500 TW 500TW 500
TW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZ
KPI :
Timeline :
Digital Strategy – Activities Time Line
FB 20000FB 20000 FB 20000FB 20000 FB 20000FB 20000 FB 20000FB 20000FB 20000FB 20000
Apps GamesApps Games
WebWebWebWeb
Soc AdsSoc Ads
WebWebWebWeb
Source : Ocentrum Digital Company– Case Study