Abstract
A rapid internet development and its function has become one of the most important technologies in the world since it is very influential for human life. Considering this, one of the paid television companies makes an integrated marketing communication using internet as a tool for promoting its product. This study aims to know the role and strategy of various digital marketing channels, including website, search engine marketing (SEM), online PR, display advertising, email marketing and social media marketing in promoting product. The methodology is descriptive qualitative using interview and participant observation. The data were collected through documents and literature which related to digital marketing. This study found that digital marketing strategy has important role in promoting product. The whole digital marketing strategy, either in its planning, implementation, or evaluation, has its own uniqueness. It showed that digital marketing strategy has been run well within the company. JEL Classification: M31, M37, M39.
Highlights
Technology has rapid development and continuous improvement which cannot be separated with the aspect of human’s life
The methodology uses in this study is qualitative using descriptive approach to explain on the digital marketing strategy used by PT.X as one of the subscription televisions in Indonesia
This study report on the result with systematic, factual, and accurate description on facts related to digital marketing strategy
Summary
Technology has rapid development and continuous improvement which cannot be separated with the aspect of human’s life. As in 2014, the internet user had reached 88 million people and increased for 51.8% or 132.7 million people in 2016 (Widiartanto, 2016). This showed that most of Indonesian has already known about internet and the user will continue to increase in future. Television is becoming a choice when people are getting bored or tired of their daily routines. This lead to the appearance of paid or subscription television as a tempting business. It is proved on the development of subscription television in Indonesia which already had various kinds of subscription television companies, such as Nexmedia, Indovision, UseeTV (Indihome), BigTV, K-Vision, First Media, MyRepublic, DensTV, Transvision, TopasTV, TopTV, Okevision, Skynindo, and so on, since 90s until now
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