Abstract
This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.
Highlights
At the current times, the development of communication technology such as Instagram has been used by companies to carry out various promotion activities to attract consumers [1],[2]
KOZI coffee business targeting young people segment tends to use Instagram since this segment will have to see the visual appearance on Instagram before deciding to go to the shop
In delivering the messages on Instagram, @kozi coffee uses a strategy of creative message through the photos and captions which are relaxed, eccentric, and even weird
Summary
The development of communication technology such as Instagram has been used by companies to carry out various promotion activities to attract consumers [1],[2]. The social media such as Facebook, Instagram and Youtube is among of the marketing tools for the business to leverage their profit. In today's digital world, marketing has touched the use of social media in implementing marketing strategies. Almost all companies or business people utilize social media starting from conveying information, persuading, to offer their products to consumers. Before marketing communication is carried out, there are strategies that support each other to achieve success according to the desired target [3]
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