Desvita, Dinda and Jaiz, Muhammad and Nesia, Andin (2018) STRATEGI DIGITAL PROMOTION OLEH XION CREATIVE DIGITAL AGENCY DALAM ACARA NESTLÉ 150th. Lainnya thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Dinda Desvita. NIM. 6662131357. Skripsi. Strategi Digital Promotion pada XION Creative Digital Agency dalam Nestlé 150th. Pembimbing I: Muhammad Jaiz, S.Sos, M.Pd dan Pembimbing II : Andin Nesia., S.Ik, M.Ikom Pemasaran merupakan upaya untuk mengkomunikasikan sebuah produk atau acara kepada masyarakat sehingga produk atau acara tersebut dikenal yang akhirnya dikonsumsi dan diikuti oleh konsumen atau participant. Oleh karena itu diperlukan strategi bauran promosi. XION Creative Digital Agency divisi Content and Community membuat strategi bauran promosi dalam acara Nestlé 150th untuk mengajak target audiens (karyawan Nestlé dan Sahabat Nestlé) berpartisipasi berbagi cerita bersama produk Nestlé. Penelitian ini menggunakan metode penelitian deskriptif kualitatif. Teknik pengumpulan data yang dilakukan observasi dan wawancara mendalam dengan 2 orang di divisi Content and Community XION Creative Digital Agency juga 2 orang expert dalam divisi Content and Community. Hasil penelitian strategi promosi digital dalam periklanan yaitu memboosting postingan di facebook ads, memakai jasa KOL di instagram, dan membuat video manifesto di youtube. Hasil lainnya dalam strategi pemasaran langsung yaitu, melakukan database management, direct mail, dan direct response. Pemasaran interaktif yaitu, memakai media sosial facebook, twitter, youtube, dan instagram dan microsite terhubung website resmi Sahabat Nestlé. Promosi penjualan yang dilakukan yaitu, pemberian hampers Nestlé, e-voucher dan Blibli.com senilai Rp 150.000.00,-. Publikasi/hubungan masyarakat pembuatan newsletter ads, merespon audiens di media sosial dengan sopan, positif dan solusional. Strategi penjualan perorangan melakukan field selling di kantor PT. Nestlé Indonesia. Kata Kunci : Bauran Promosi, Komunikasi Pemasaran, Audiens, Agensi Digita
| Item Type: | Thesis (Lainnya) |
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| Additional Information: | Dinda Desvita. NIM. 6662131357. Skripsi. Strategi Digital Promotion pada XION Creative Digital Agency dalam Nestlé 150th. Pembimbing I: Muhammad Jaiz, S.Sos, M.Pd dan Pembimbing II : Andin Nesia., S.Ik, M.Ikom Marketing is an attempt to communicate a product or event to the community so that the product or event known that finally consumed and is followed by the customer or participant. It is therefore necessary the promotion mix strategy. XION Creative Digital Agency Division of Content and Community create promotional mix strategy in the event of Nestlé 150th to engage the target audience (employees of Nestlé and Sahabat Nestlé) participate to share stories together with the products of Nestlé. This research uses descriptive qualitative research methods. The technique of data collection conducted in-depth interviews with observation and 2 people in the Content and Creative Digital Agency XION Community also 2 people expert in the Division of Content and Community. The research of digital promotion strategies in advertising such as boosted posts on facebook ads, used the services of KOL in instagram, and made a video manifesto on youtube. Direct marketing strategies used database management, direct mail, and direct response. Interactive marketing used social media facebook, twitter, youtube, and instagram and microsite connected official website Sahabat Nestlé. Sales promotions conducted namely, gift hampers Nestlé, Blibli.com and e-vouchers worth Rp 150.000.00,-. Publications/public relations created newsletter ads, responded to audience in social media with a polite, positive and solusional. Individual sales strategies did field selling at the Office PT Nestle Indonesia. Kata Kunci : Promotional Mix, Marketing Communication, Audiens, Digital Agency |
| Subjects: | Communication > Communication (General) |
| Depositing User: | Admin Eprints Untirta |
| Date Deposited: | 15 Jan 2019 02:59 |
| Last Modified: | 15 Jan 2019 02:59 |
| URI: | http://eprints.untirta.ac.id/id/eprint/1203 |
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