Abstract
Abstract. The development of E-commerce in Indonesia has made the actors of digital industry create a price comparison site to help prospectice customers to make decisions in making a purchase. The existence of this price comparison business requires a marketing communication stratey than does not only make effort to draw the interest of the Internet users to visit to the site, but also on how to draw the attention of the online sellers and for them to cooperate. This article presents a digital marketing communication strategy of one of the price comparing websites in Indonesia, telunjuk.com, to increase their traffic. The research method used is the descriptive qualitative research method. Data were collected by interviewing key personnels at telunjuk.com i.e., Chief Marketing Officer as the the key informant and Digital Marketing Specialist as informant 1, and Content Specialist as informant 2. Besides that, the authors performed observations on the other price comparison sites and E-commerce sites through the internet media. The authors also performed a thorough rebiew of relevan print media. The result shows that the digital marketing communication strategy implemented by telunjuk.com in improving traffic is done through adding display advertising, SEM and SEO search engine optimization, and community platforms. Keywords: Digital Marketing Communication, Price comparison Sites
Highlights
Teknologi semakin berkembang dan mempermudah aktivitas manusia
The development of E-commerce in Indonesia has made the actors of digital industry create a price comparison site to help prospectice customers to make decisions in making a purchase
The existence of this price comparison business requires a marketing communication stratey than does make effort to draw the interest of the Internet users to visit to the site, and on how to draw the attention of the online sellers and for them to cooperate
Summary
Telunjuk.com juga menyediakan ruang beriklan untuk partner diluar dari search engine, yaitu banner advertising. Sebagai salah satu situs pembanding harga di Indonesia Telunjuk.com menjalankan strategi komunikasi pemasaran sebagai alat untuk mendatangkan pengunjung yang berkualitas sehingga telunjuk memberikan manfaat kepada pengunjung tersebut dalam memberikan refrensi produk dan harga barang yang dijual di toko-toko online di Indonesia. Berdasarkan informasi diatas, penulis melihat tujuan dari Telunjuk.com sebagai situs pembanding harga adalah untuk tercapainya informasi yang diharapkan oleh pengunjung, yaitu perbandingan harga yang lengkap dan hasil pencarian yang sesuai dari berbagai toko online dari produk yang dicari oleh pengunjung. Telunjuk.com harus terus melakukan kerjasama dengan toko-toko online dan juga memastikan agar jumlah produk sesuai dengan yang ada di toko online, sehingga pengunjung tidak perlu lagi mencari di toko online satu per satu. Berikut detail perencanaan yang dilakukan oleh Telunjuk.com dalam mencapai strategi objektif jumlah trafik
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