Digital Marketing Communication Research Articles

Strategi Komunikasi Pemasaran Digital Brand Kecantikan: Studi Kasus Brand Somethinc

The rapid growth in the cosmetics and skin care industry is reflected in the increasing need and desire of people for beauty products. In intense competition, various local brand companies in Indonesia are trying to create inclusive skincare products, in line with the diverse skin nutritional needs of all levels of society. The aim of this research is to understand the forms and strategies of digital marketing communications, with a focus on Somehinc companies that emphasize consistency and positive relationships with customers. This research adopts a qualitative methodology with library research, which involves collecting information from various sources such as reference books, articles, notes and journals that are relevant to the problem being studied. The results of this research conclude that there are several main strategies carried out by somethinc, namely the use of advertising on somethinc's social media in the form of content. Furthermore, Somethinc also carried out an innovative strategy by holding a flash sale promo bundling package at a cheaper price than buying individual products. Not only that, somethinc also collaborates with influencers and makes local and foreign actors and actresses who have many fans as brand ambassadors. Finally, somethinc also provides platforms and marketing in various marketplaces such as Shoope, Tokopedia, Tiktok Shop, Zalora, Lazada, JD.ID, Blibli, and Bukalapak.

Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

Promoting the Hidden Paradise of Likupang through Digital Marketing

Likupang is located on the northern coast of North Sulawesi and has been designated as a super-priority tourist destination. It is surrounded by clear waters, white sandy beaches, green hills, and consists of several small islands. The development of the tourism sector in Likupang increases the region's revenue generated from tourist visits. However, the number of tourists visiting North Sulawesi decreased dramatically during the period of the Covid-19 outbreak, and slightly increased in the transition period, still far below the outbreak. The use of digital marketing communication can be maximized as an effective promotional tool to reach a wider audience. The purpose of this study is to describe the use of digital marketing communication to build destination image in order to attract tourists to visit Likupang. The method used is qualitative research with data collection techniques through observations, documentation study, and interviews with several informants including local government officials, the private sector, as well as tourists. The research results show that the use of digital marketing communication, especially through social media platforms such as Instagram and YouTube, plays a significant role in promoting Likupang. However, the official tourism department websites of the government provide very limited information about the tourism sector. In addition, visual content, particularly photo and video posts, can enhance the attractiveness of the destination and build destination image by featuring the beauty and uniqueness of the coastal scenery, islands, hills, and tourist activities, which become strong attractions for tourists visiting Likupang.

Comparative Study of Digital Marketing Communication Strategies of Somethinc, Scarlett Whitening, and Skintific Brands Through TikTok Live Streaming Media

This study aims to analyze and compare digital marketing communication strategies used by Somethinc, Scarlett Whitening, and Skintific brands through TikTok Live. The research method used is a qualitative study by applying media content analysis methods using STP (Segmentation, Targeting, Positioning) and S-W-O-T (Strengths, Weaknesses, Opportunities, Threats) analysis. The research data was obtained through observation of content and interactions that occurred during live broadcasts on TikTok Live.which included digital media characteristics, convergence, and digital media elements. The results of this study show that the three brands have different approaches in their digital marketing strategies through TikTok Live. In this research, we compared digital marketing strategies between Somethinc, Scarlett, and Skintific brands through TikTok Live. The results showed that each brand has a unique approach in their digital marketing strategy through TikTok Live. In terms of segmentation factors, these three brands use different approaches. S-W-O-T analysis shows that each brand has its own strengths and weaknesses in their digital marketing strategy. The success of these brands in positioning themselves in the cosmetics industry through TikTok Live is heavily influenced by their ability to leverage internal strengths, overcome weaknesses, seize opportunities, and deal with existing threats.

Improving the model of digital marketing communication on the example of a funeral service agency

The article discusses marketing tools for promotion of funeral services wi thin the framework of the digital marketing communications model. The key characteristics of consumers’ perception of these services, the features and methods of effectiveness improvement of marketing promotion in the digital environment are highlighted. Practical implementation of marketing tools on the example of a funeral agency is considered with special attention. It is proved that effectiveness improvement of the enterprise website as a model of digital marketing communication in the context of the specifics of the services perception by target audience largely depends on the formation of trust through various communication tools. Within the framework of the mo del developed by the author it is substantiated that the maximum effect from the marketing tools implementation can be achieved only in the unity of all its functions (informational, communicative, marketing, interactional, reputational). Moreover, as a result of the analysis, it was discovered that the most important function for consumers, due to the market specifics, is the reputa tional function. On the basis of this conclusion, the company was rebranded and the website was transformed. The made changes, as shown by statistics, have had a positive impact on the website effectiveness.

Implementation of AISAS Theory as Optimization of Digital Marketing at Perum BULOG

Digital advertising activities include various strategies and tactics carried out online to promote products, services, or brands, such as creating weekly promotional advertisements, influencer marketing, website marketing, interactive content creation, weekly content creation, and e-commerce. The digital advertising activity process implemented by the marketing communications sub-division has different paths. Marketing communications in marketing Bulog products plays an important role from the beginning of the pre-production process to post-production in digital marketing activities. Technical barriers are obstacles that originate from supporting tools in carrying out digital advertising such as the equipment and facilities used. This research aims to analyze the use of digital marketing carried out by Perum BULOG in marketing products effectively. The data collection techniques used were active participation, in-depth interviews, and literature study through journals and e-books. The object of this research is marketing communications activities carried out by the marketing communications sub-division. This type of research uses descriptive qualitative methods and uses AISAS theory. This research found that the implementation of digital marketing communications carried out by Perum BULOG used social media, Instagram and websites, to create content and promote products.

Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications

Purpose Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa. Design/methodology/approach Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses. Findings The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase. Practical implications This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them. Originality/value By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

A Qualitative Content Analysis on MilkLife Instagram Towards Awareness of Lactose-Free Milk on Urban Indonesian Consumer

In Indonesia, up to 100% of people suffer from lactose intolerance therefore creating lactose-free milk by Milk Life is a vital option. However, despite its benefits, sales are not reaching the brand’s expectations, suggesting the Indonesian market is yet to be fully tapped. This research examines Milk Life's Instagram marketing strategies aimed at enhancing awareness and sales of its lactose-free milk product. Utilizing qualitative research methodology, particularly in-depth interviews for data collection and analysis, it investigates the efficacy of these marketing endeavors in educating consumers and influencing their purchasing behaviors. Upon data collection, the analysis is conducted manually, involving careful examination of interview results, linking them to research questions, and interpreting them in an interpretive manner. Results reveal a significant lack of awareness about lactose intolerance and Milk Life's products, attributed to the current digital marketing approach, which led to low purchase intentions. The study highlights an urgent need for better digital marketing strategies and communication to inform the Indonesian public about the advantages of lactose-free milk. Enhancing online visibility and education could improve market growth and meet the needs of lactose-intolerant individuals. This research emphasizes the role of targeted digital marketing to increase the reach and acceptance of lactose-free milk in Indonesia.

Analysis of the digital marketing communication strategies from a business perspective

Currently, customers are approached, informed, and offered products and services through traditional and digital marketing. However, companies have recently increased their inclination towards digital selling, which has proved to be at the forefront of the technology transition. Digital marketing is at the forefront of the technology transition, pioneering new capabilities to attain, teach, interact, distribute, and promote services and products to clients. This study reviewed previous research in Digital Marketing Communication (DMC) studies. A deductive approach following quantitative research with a survey questionnaire was used. Data was collected using convenient sampling. The findings were found consistent with the previous findings. Except for one hypothesis, all the hypotheses were supported. This research can benefit managers and academicians in enhancing their business marketing communication strategies.

Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Several companies aim to enhance digital marketing communication processes to achieve desired outcomes. Strategies include brand personification, embodying a human persona for the brand, and fostering social presence, perceived through communication activities. The characteristics of the message also play a significant role. However, research on the role of brand personification, social presence, and message characteristics on Instagram remains scarce. This study investigates their influence on positive e-word-of-mouth intention within Indonesia's telecommunication service provider industry. A quantitative research method is employed, using Structural Equation Modeling (SEM) with the Lisrel program for data analysis from 254 respondents, findings indicate significant effects. Brand personification, social presence, and message characteristics positively impact e-word-of-mouth intention, with respective influences of 0.17, 0.27, and 0.40. The study suggests telecommunication companies leverage these factors to cultivate positive e-word-of-mouth intention among customers, aiding in digital marketing effectiveness.

Digital Marketing Communication Strategy For Sesek Woven Fabrics On A Digital Platform With A Marketing Approach Mix's 8p Sade Village Sasak Tribe Lombok

The digital marketing communication strategy for Sesek woven fabric on a digital platform with a marketing approach based on the Mix's 8P marketing model in Sade Village, Sasak tribe, Lombok was designed as an effort to increase the digital marketing needed by village girls. This research aims to identify and analyze the effectiveness of digital marketing strategies in promoting Sesek woven fabric, by integrating digital marketing platforms by adopting Marketing Mix's (8P) which involves product, price, place, promotion, people, process, physical evidence and customer participation. The research method was descriptive qualitative and in-depth interviews with Sade village girls craftsmen and consumers of Sade village woven cloth. The research results were obtained using Mix's 8P marketing model, the application of digital marketing strategies increases the visibility and sustainability of the marketing of Sesek woven fabric, which is unique and has cultural value, in the digital era. Practical implications and recommendations for further development in the context of digital marketing of local woven fabric products for village girls and Sesek woven fabric craftsmen

Manajemen Media Sosial dalam Komunikasi Pemasaran Digital Instagram Yamie Panda Yogyakarta

Yamie Panda is a local business in the form of a restaurant that provides various yamie variants. In carrying out its activities, Yamie Panda uses several social media, one of which is Instagram. This research aims to find out how Instagram @yamiepanda social media is managed through the share, optimize, manage and engage stages. This research uses a descriptive method. The data collection techniques used were in-depth interviews, observation and literature study. From the research results, it is known that content management on Instagram social media @yamiepanda at the share stage begins with understanding Yamie Panda's target audience. In the optimize stage, monitoring is carried out to find out what is currently trending through hashtags. The management stage is carried out by creating a content schedule and data insight reports as an evaluation. At the engage stage, this is done by establishing relationships with influencers to increase exposure.
 Keywords: Instagram, Digital Marketing Communication, Social Media

Social Media Management Assistance for SMA Muhammadiyah Trensains Sragen

Abstract. The problem that partners have is low engagement on social media, and the number of stories posted is only 4 to 5 content per month. With the potential for achievement, there should be an opportunity to tell the process of achievement to the application content of science in everyday life. The UMY community service team is trying to unravel the problems in social media management at Trensains Sragen High School by offering the following solutions: creating a schedule of targeted content as daily content, starting to create storytelling to provide brand experience to followers, managing content regularly from beginning range planning to meetings editorial, creation and upload, start collaborating with parents, teachers, and employees in the content production process. This community service results in the management of scheduled and consistent digital marketing communications capable of increasing consumer engagement on social media. Novelty from this study comes from the impact on expanding consumer trust, value, satisfaction, and loyalty

The Utilization of Digital Marketing and Entrepreneurial Skills in Enhancing Business Success for MSMEs in Bogor City

Indonesia hosts a substantial number of micro, small, and medium enterprises (UMKM), comprising around 99.99% (65.5 million units) of businesses in 2018, as stated by the Ministry of Cooperatives and SMEs. Despite their micro classification, these enterprises play a significant role, contributing about 89.2% to Indonesia's workforce and making vital economic contributions. However, 5.9% of businesses still feel the positive impacts of Covid-19. Among them, resilient businesses (5.9%) adapt by expanding marketing channels, with social media networks being a key strategy for digital marketing communication. To assess the impact of digital marketing and entrepreneurial skills on UMKM success in Bogor City, this study employed a quantitative approach. The questionnaire-based research involved 100 randomly selected participants from a population of 3,845 UMKM business players in Bogor City. Using PLS-SEM analysis, the research scrutinized the integrated framework required for this strategy. Notably, Bogor City, facing a 60% UMKM income decline during the pandemic, served as a focal point. The study utilizes SEM methodology within an explanatory research design to explore the dynamics of UMKM success in the face of contemporary challenges.

ASSESSING THE EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS FOR ENSURING THE DEVELOPMENT OF THE ENTERPRISE

The article has shown that the development of information technologies has dramatically changed the cost of companies for marketing communications, in which the cost of the Internet communication began to increase at the fastest pace. In the face of unprecedentedly rapid growth of Internet users increases the need to form modern marketing tools, which allows you to use Internet resources to communicate with consumers, increase their awareness to promote the goods and services of companies. The purpose of the article is to provide practical recommendations for evaluating the effectiveness of digital marketing communications to ensure the development of the enterprise. The main characteristics of digital marketing communications are their personalization, targeting, integration into the general system of marketing communications, coverage of all digital communications channels and focus on a constant dialogue with the user. The classification of marketing communications with the inclusion of digitalization is systematized, which made it possible to show the current process of integration of the marketing communication system, the formation of a new type of advertising campaigns - TTL (Through The Line), change in the center (idea) marketing communications). It is shown that the metric evaluation of digital marketing communications should be based on a behavioral approach, namely consumer behavior model in the Internet environment with the inclusion of consumer involvement cycle. In the staff of the main tendency of development of Digital marketing communications: growing the fate in the budgets of the company, the meaningful deployment Strong emphasis on the measurement of the efficiency of the process of companion with the needer: active development of CRM technology, in the number of social social CRM (in social sets). Practice also shows that the pace of the efficient methods of the efficientness of the digital marketing of the marketing communications. The development of Internet technologies allows you to personalize marketing communications, that is, to make direct contact with each individual user and to configure your marketing communications system for the needs of individual users to carry out communications and other elements of a marketing company.

Digital Marketing Communication Strategy to Increase Brand Awareness of Products at Mulyosari Group

In the development of the business world, it is very important to be able to implement effective communication strategies, especially in the digital world era where product marketing is now all online. Because now consumers really see a product from its brand, in this case, brand awareness becomes important so that a business can compete in the market. To be able to increase brand awareness of a product, an effective communication strategy is needed so that it can be well received by consumers who will buy the product. The purpose to be achieved in this study is to be able to find out how to introduce or increase brand awareness to customers by using effective communication strategies in order to increase sales in the online market or marketplace. This research uses a descriptive qualitative method by conducting interview techniques with sources as well as field observations and documentation which will later be described in detail as the results of this research

Corporate Governance of Sustainable Artificial Intelligence (AI) in Strategic Communication (SC) and Digital Marketing (DM): United Arab Emirates Guidelines

Artificial intelligence has become a major element in corporates' strategic plans, and its technologies have been linked to strategic communication techniques for public relations and digital marketing communications. The current study aimed to monitor Governance of Sustainable Artificial Intelligence (AI)in Strategic Communication (SC) and Digital Marketing (DM).
 The research initially involved secondary research where qualitative data was collected to design research questions related to the governance of sustainable AI as a frame for strategic communication and digital marketing. The mixed method of data collection adapted using a textual discourse analysis form to collect data and determine organizational governance priorities for responsible artificial intelligence in the United Arab Emirates (UAE).
 The results indicated the responsible use and sustainability of artificial intelligence and its impact on the organization's strategic communication and emphasize the corporates efforts to protect users from electronic fraud based on (AI)techniques to detect hacks, frauds, and misleading messages.
 The findings recommended reliance on robots to manage social media platforms, crisis communication, public relations and digital advertising, and detecting machine production of fake content.

Cyber Physical System: The Role of Website as a Medium of Digital Marketing for Ecotourism

The advancement of human civilisation and the development of the global economy in various fields has now entered Indonesia with various new digital-based technologies and is currently known as the industrial era 4.0 which is based on cyber physical systems. Digitalisation in various fields is currently also intensively carried out in the tourism sector which is one of the country's foreign exchange boosters. Indonesia's tourism development is supported by adequate human resources and the diversity of natural resources which is an added value in order to sedate tourists to visit tourist destinations in Indonesia. The tourism village will later become an independent tourism village with sustainable tourism village certification. The assistance is carried out through the development of Human Resources in the management of tourist villages, product development or travel patterns, and digital development. In the management of digitalisation-based Independent Tourism Villages, the 7 destinations have used websites as a marketing communication medium. With the existence of digital technology-based marketing communication, many Tourism Villages are now increasingly recognised by the wider community across time and space. Marketing communication through websites is one of the right strategies for tourism businesses because it is a more efficient and effective media display and has a positive significance for the tourism sector.

Digital Marketing Communication of Indihome x Telkomsel after Merger

Digital Marketing is always evolving and adapts with people because people themselves are the market. The innovation of this digital marketing is also evolving. Starting from Veronika, we can see Telkomsel x Indihome care about the future. This also counts that modernized content is a good content where we should preserve scientific innovation and content in tech industry and the profit.

Model of Digital Marketing Communication of Sprite Rebranding

Sprite is a widely recognised beverage brand renowned for its popular carbonated soft drinks worldwide. Among the various marketing models available, there exists a multitude of models that include diverse data. However, Sprite is demonstrating a distinct approach. While the consumption of soda is not widely prevalent in Indonesia, Sprite has implemented extensive promotional strategies to target and captivate the market, particularly the younger demographic. This study employed the Krippendorf Content Analysis approach to examine the Sprite Digital marketing Communication operations on Social media. According to the official Instagram account of the corporation in question, there appears to be a singular focus on promoting sustainability, with a particular emphasis on the efforts undertaken by the Sprite brand. Therefore, Sprite's commitment to a specific marketing strategy aimed at a significant objective demonstrates their capacity for sustainable development. The intricacy of Sprite's operational processes is once again demonstrated through the utilisation of digital content analysis