Marketing Communication Strategy Research Articles

Strategi Komunikasi Pemasaran MAD For Makeup dalam Menciptakan Brand Image Sebagai Merek Kosmetik untuk Gen Z

This research discusses the marketing communication strategies implemented by MAD For Makeup in an effort to create a brand image as a major player in the cosmetics industry, especially in attracting attention and building engagement with the Generation Z target market. The research method involves a comprehensive analysis of the marketing communication campaigns carried out by MAD For Makeup, with a focus on the use of social media, celebrity endorsements, and product innovation. This research aims to evaluate the extent to which this communication strategy has succeeded in creating a strong and relevant brand image for Generation Z consumers. The findings of this research are expected to provide in-depth insight regarding the impact of marketing communication strategies on brand perception among Generation Z, as well as provide guidance for the cosmetics industry in understanding dynamic market preferences and expectations.

B2B Marketing Communication Strategies In Increasing Sales: A Systematic Literature Review

This research is a Systematic Literature Review (SLR) that adopts PRISMA (Preferred Items for Systematic Review and Meta-Analysis) to investigate business-to-business (B2B) marketing communication strategies in increasing sales. Data were obtained from Scopus, Emerald, Wiley, Taylor and Francis. A total of 96 journals were initially identified, but through the application of strict inclusion and exclusion criteria, the number was reduced to 10 journals that served as the focus of the comprehensive review. The results show that B2B marketing through social media is becoming an integral and connected part of organisations, as it not only helps during the sales process but also during the buying process. Social media has the potential to assist B2B organisations in improving their communication capabilities by facilitating knowledge promotion and encouraging engagement through advanced technology.

Marketing Communication Strategy in Tourism Development based on Local Wisdom of Jayapura City Communities

<p><strong>Introduction:</strong> Based on a two-way communication model, effective communication between stakeholders can foster citizen participation in tourism management. Jayapura City's coastal tourism potential must be professionally managed, as evidenced by limited facilities and ineffective promotional strategies. The study aims to examine the community's social, economic, and cultural characteristics and devise an effective marketing communication strategy for developing coastal tourism in Jayapura City.</p><p><strong>Methods: </strong>A qualitative approach utilizing a causal descriptive survey method, also called mixed methods. With Lisrell, the research was analyzed using multiple linear regression and the Structural Equation Model (SEM) model.</p><p><strong>Findings:</strong> The effectiveness of marketing communication in the development of beach tourism in Jayapura City is relatively low in the role of tourism managers and the use of media in tourism promotion. Coastal tourism managers are still dominated by the elderly who are not updated with digital technology. The potential of culture and local wisdom has not been optimized in tourism management. There has been no synergy between interested parties such as government, customary, and community in the application of tourism marketing communication.</p><strong>Originality:</strong> Many studies have been conducted on tourism marketing communication strategies, but only a few have studied them from the perspective of tourism development which involves participation and local wisdom of the people in Papua. This study shows that marketing communication strategies are part of the solution, and research on local wisdom and community culture can provide alternative tourism development to improve the welfare of local communities.

Mastering the Art of Marketing Communications: Strategies for Success in the Digital Age

The research topic was chosen as a result of the importance of communications in organizations in general and the marketing process in particular. Without communications, the organization cannot survive and continue. The problem of the study was diagnosed in the lack of sales of some types of products of the General Company for the Production of Vegetable Oils, despite their distinction, position, and reputation in the market and so on. Its products have standard specifications, lack of channels for communicating with customers, and find out whether the management of the researched company has a comprehensive perception of the concept of integrated marketing communications. Therefore, the research aimed to know the type of relationship and the extent of the influence occurring between integrated marketing communications as an independent variable represented by its nine dimensions and marketing performance. As a dependent variable, represented by its four dimensions, using the descriptive and analytical approach, and for this reason, two main hypotheses were formulated for the research, from which nine hypotheses branched. In order to achieve these goals, the study was applied in the General Company for the Manufacture of Vegetable Oils using the descriptive and analytical approach, with a purposive sample of (84) individuals from the department managers and the company’s employees. Through the questionnaire and analyzing it statistically using statistical methods (arithmetic mean, standard deviation, relative importance, coefficient of determination, R, simple correlation coefficient, test 2, exploratory factor analysis test, latent root KMO scale, Bartlett’s test) in the statistical analysis program 23 SPSS, as well as personal interviews conducted by the researchers, which showed the methods. There are a number of statistical results, the most important of which is the existence of a significant correlation and influence between marketing communications and marketing performance. In conclusion, the researchers presented a set of recommendations and proposals, the most important of which can be mentioned, the most important of which is the need for the state to protect and support the company’s products by imposing a customs tax on similar imported products, as well as the necessity of managing the company. The research subject raised her employees' awareness of her desire to increase marketing performance and informed them of her level of performance on a regular basis, in order to detect and correct deviations And we can say The current research aims to test the extent of the impact of marketing communications, represented by its elements (advertising, personal selling, sales promotion, public relations, publishing, and direct marketing, on customer satisfaction, and through it, we can determine the extent of the impact of the marketing communications strategy on customer satisfaction. The problem of the research was represented by the difficulty of marketing services due to the lack of special customizations. Marketing activities, and the importance of research stems from the importance of the role. What marketing communications perform in achieving the objectives of the researched organization, the Iraqi Library and Documentation House, is to accomplish its work with high efficiency and gain the satisfaction of its customers. Data were collected through the use of a questionnaire that was distributed to a purposive sample of (40). Researched, and a set of statistical methods were used to determine the level of importance of the research variables, as well as to test the extent of the influence of the independent variable, marketing communications, on the dependent variable (customer satisfaction through the use of the statistical program (SPSS25), and all results were identical to the research hypotheses. The researcher reached a set of conclusions, the most important of which was the lack of a clear marketing communication strategy adopted by the researched organization. The researcher also reached a set of recommendations, the most important of which was that the researched organization adopt a payment strategy to promote its services.

Mamaearth: a digital first brand venturing offline

Learning outcomes The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space. Case overview/synopsis In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition? Complexity academic level The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

The Characteristics of Enterprise Brand Marketing in the New Media Era

With the advent of the new media era, new media technology has been gradually integrated into the marketing communication strategy, and for the brand marketing of enterprises, communication development has created new opportunities to expand the new development space. In the face of various apps such as Tiktok, YouTube, Instagram, etc., which are produced under the background of new media, the brands of various enterprises have also produced new marketing and communication methods. The emergence of new media technology makes the traditional communication strategy can no longer meet the enterprise brand publicity, enterprises need to penetrate the market to achieve higher visibility must be adapted to the new development trend, change the traditional marketing model and innovation. This paper starts from the enterprise brand, analyzes the characteristics of enterprise brand marketing communication in the context of the new media era and then elaborates on a series of problems in the process of enterprise brand communication and puts forward effective measures to help the brand to innovate the marketing mode and enhance the visibility in the new media era.

Międzypokoleniowe aspekty komunikacji marketingowej na przykładzie Parku Mużakowskiego

Division of the tourism market based on age allows for a more accurate adjustment of tools and methods of communication to the needs of individual groups. This leads to increased benefits for both tourism product providers and tourists themselves, who appreciate a diversified offer that takes into account their lifestyle and expectations. Research on the tourist activity of generations X, Y and Z can be included in the process of creating marketing messages addressed to tourists visiting Muskau Park in the Lubusz Voivodeship. The HubSpot tool, literature and generational research provide a solid basis for marketing communication strategies, innovations and various forms of tourism.

The Role of Government Assistance in Zhanjiang Holistic Tourism Branding

In recent years, the concept of holistic tourism has emerged in China, providing a new perspective and direction for the development of the tourism industry. Government tourism assistance has been shown in research to impact public attitudes toward the tourism sector to some extent. This is particularly prevalent in China, where decision-making is made from the top down. As a result, the purpose of this study was to look at the role of government support in Zhanjiang tourist integrated marketing communication strategy in the context of holistic tourism development. The UTAUT and AIDA models are combined in this work, along with interaction and diversity expectations as independent variables and government assistance as a moderator. The researchers conducted descriptive and inferential analyses after distributing online surveys to 388 Zhanjiang residents. It is found that the major hindrances to Zhanjiang tourism's popularity have been identified as lacking promotion and construction. Furthermore, the results reveal that the audience appreciates receiving tourism information through mainstream media, and their adoption of integrated marketing communication is linked to performance expectation, effort expectation, social impact, interaction expectation, and diversity expectation. Additionally, government assistance is critical in creating Zhanjiang's holistic tourism brand and moderating the relationship between the adoption of integrated marketing interaction and diversity expectations. Overall, the paper states that the government should undertake comprehensive tourism as a key project in the region, supporting the reform of its overall structure and mechanism, and encouraging the participation of all main departments and society.

Give me the newest! Effect of social exclusion on new products adoption

AbstractScholars have explored the factors influencing new product adoption from various perspectives, such as product characteristics, personality traits, and marketing communication strategies. However, these studies lack the consideration of consumer social relationships. Thus, this study examined how social exclusion influences new product adoption. Three experiments involving 1372 participants indicated that social exclusion leads to a higher really new products adoption compared to social inclusion. The mediating factor in this relationship is the need for uniqueness. In contrast, no significant difference in incrementally new product adoption was found between socially excluded and included individuals. The above effects only exist in individuals with low self‐control. Individuals with high self‐control exhibit no significant difference in RNP adoption intention, whether they experience social exclusion or inclusion. These findings not only significantly increase the body of knowledge on social exclusion and new products, but also advise marketers on how to promote new products.

Sustainable Fashion in New Era: Exploring Consumer Resilience and Goals in the Post-Pandemic

This study examines the underlying mechanisms that lead to sustainable fashion consumption in the post-COVID-19 pandemic era. Particularly, this study explores the complex relations between resilient coping mechanisms, consumer life goals, and sustainable fashion consumption, combining Goal Content Theory and the Consumer Sustainability Orientation framework. The findings obtained from partial least squares structural equation modeling analysis using 503 responses confirm that resilient coping positively influenced both intrinsic and extrinsic life goals. While intrinsic goals reinforce all aspects of sustainability orientation (ecological, social, and economic), extrinsic goals show a contrasting effect—positively affecting economic orientation but negatively impacting ecological and social dimensions. Among sustainability orientations, the ecological dimension had a significant positive effect on sustainable fashion consumption behavior. The research also reveals that resilient coping directly improves social and economic dimensions of sustainability orientations, but it does not significantly influence ecological orientation. This study offers insight into differentiated marketing communication strategies for retailers depending on consumers’ goals—intrinsic or extrinsic—and implies the importance of the dynamic impact of each dimension of sustainability orientation on consumers’ sustainable fashion consumption choices.

Strategi Komunikasi Pemasaran Hotel dalam Meningkatkan Angka Okupansi: Studi Kasus Hotel Yasmin Karawaci Pasca pandemi Covid-19

Life after the Covid-19 pandemic has started since the middle of 2022. The impact of the Covid-19 pandemic has brought losses to business people, one of which is hotel services, which can be said to be the first to be affected by the Covid-19 pandemic and experience delays in recovering it. This research aims to find out the marketing communication strategy carried out by Hotel Yasmin Karawaci in increasing the occupancy rate after the Covid-19 pandemic. Having been used as a quarantine place for Covid-19 isolation patients for 2 years, the Yasmin Karawaci Hotel had to rise again to increase hotel occupancy rates and convince guests and potential guests that the hotel was free from the spread of Covid-19. To explain this situation, researchers use qualitative methods. The results obtained are that Yasmin Karawaci Hotel has carried out a good and effective marketing communication strategy in increasing hotel occupancy rates which refers to the "marketing communication mix". By implementing this strategy to attract guests and potential guests who want to stay at the hotel, it is evident that the number of guests has increased gradually. To overcome the obstacles experienced in implementing the post-pandemic Covid-19 marketing communication strategy, Hotel Yasmin Karawaci always conducts evaluations with hotel staff and employees.

Integrated Marketing Communication Strategy of Tourism Awarness Groups in Order to Promote Tourism Village

The tourism industry has an important role as one of the driving forces of national economic growth. One of them is Kelawi Tourism Village in Lampung. The tourism village is managed by tourism awareness groups (Pokdarwis) which are individuals who have an interest and care about the development of local tourism based in rural areas. The purpose of this study is to analyze the integrated marketing communication strategy carried out by Pokdarwis Minang Rua Bahari in an effort to promote Kelawi Tourism Village. This research uses the constructivism paradigm with a qualitative descriptive approach and case studies as the method. Data collection techniques are carried out by in-depth interviews, observation and analysis of related documents. The results showed that in an effort to develop tourism potential in Kelawi Tourism Village, an integrated marketing communication strategy was applied consisting of three stages of the process, namely planning, implementation, and evaluation. The planning phase begins with the identification of the target audience. Pokdarwis Minang Rua Bahari implements various forms of integrated marketing communication in the implementation stage by adopting the concept of 8 promotion mixes using the concept of promotion mix including advertising, personal sales, sales promotion, public relations and publications, interactive marketing, events and experiences, word of mouth marketing, and direct sales. In its implementation, Pokdarwis has not formulated an integrated marketing communication strategy in a comprehensive, integrated, and sustainable manner. This is a form of evaluation carried out periodically as a basis for continuous promotional steps.

Analisis Strategi Komunikasi Pemasaran @Ninetysixvintages Pada Media Sosial Instagram

This study aims to determine the marketing communication strategy of @Ninetysixvintage through Instagram social media to support sales. This research uses a qualitative approach. A qualitative approach is a research method that focuses on an in-depth understanding of human phenomena, including in this case, marketing communication strategies on Instagram social media. This method involves data collection that is descriptive and narrative, with the aim of exploring a deeper understanding of the research subject. The results of this study are the message strategy and media strategy used by @Ninetysixvintages in their marketing communication on the Instagram social media platform. The applied communication strategy involves various aspects, including information content and creative. In terms of information content, @Ninetysixvintages focuses on delivering information about the product and its characteristics. While in terms of creative messaging on the Instagram platform, @Ninetysixvintages divides it into rational and emotional elements seen in their posts. In addition, there are also media usage strategies implemented by @Ninetysixvintages, including media selection and target market identification. In an effective marketing communication effort on the Instagram social media platform, @Ninetysixvintages utilizes various features such as followers and following, captions, interaction in the form of likes and comments, tagging, the use of hashtags, Instastory, live broadcasts, and direct messages to support the marketing communication strategy they implement.

Marketing Communication Strategy for Warung Makan Madun Oseng Nyak Kopsah Through the Tiktok Social Media Account @madunosengoseng in Promoting Authentic Indonesian Culinary

Indonesian culinary is the result of multicultural culture spread across 38 provinces. One of the interesting Indonesian culinary delights is typical Betawi culinary delights, namely Warung Madun Oseng Nyak Kopsah, a food stall that serves typical Betawi menus and other home-cooked dishes. The stall, which was started in 1997, is now innovating by using TikTok social media as its promotional medium. This research aims to analyze the Marketing Communication Strategy through the Tiktok Account @madunosengoseng in Promoting Authentic Indonesian Culinary. This research uses Integrated Marketing Communication theory. The research method used is a qualitative descriptive method with data collection carried out by means of observation, interviews, documentation and online search. The results of this research show that the marketing communication strategy carried out through the tiktok account @madunosengoseng, with content whose theme contains eight elements of integrated marketing communication, provides information about the food menu, and also presents content that is entertaining in nature. One of the entertaining content is the appearance of the "viral" figure of Nyak Kopsah. The promotional strategy carried out through the TikTok account @madunosengoseng has succeeded in making Betawi culinary specialties known and popular with the wider community

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.

Komunikasi Pemasaran Offline to Digital (O2O) PT. Bank Aladin Syariah Tbk.

This study investigates PT Bank Aladin Syariah Tbk's marketing communication strategy transitioning from online to offline (O2O) channels, aiming to enhance customer engagement. Employing qualitative descriptive methodology, data were collected through non-participant observation, literature review, and archival analysis, utilizing purposive sampling for key informant selection. Data analysis involved reduction, presentation, and verification. Findings reveal Bank Aladin's active utilization of digital promotional mix via social media platforms and partnership collaborations with Alfamart convenience stores, employing a co-branding strategy to maintain hard-selling approaches for customer acquisition and third-party funds. Moreover, Bank Aladin launched a Shariah-compliant banking application with user-friendly and seamless features, garnering 3.2 million downloads and over 1.7 million registered users since December 2022. This study underscores the efficacy of integrating online platforms and strategic partnerships in enhancing customer outreach and service delivery within the Islamic banking sector.

Marketing Communications Strategy in Increasing the Number of Visits to Rice Tourism Destinations

This research aims to analyze the marketing communication strategy of the Rice Field Tourism Destination in Gunung Mulia Village, as well as the inhibiting and supporting factors of these strategies in increasing the number of tourist visits. The research method employed is qualitative descriptive, with data collection through in-depth interviews, observations, and document studies. Data analysis utilizes content analysis. The research findings indicate that out of the 5 promotions mix in the marketing communication strategy, only three are implemented by D’Wish, namely advertising strategy, sales promotion, and direct marketing. Meanwhile, personal selling, public relations, and publicity have not been applied. The primary inhibiting factor affecting the implementation of the entire strategy is budget limitations, leading to selectivity in choosing marketing communication strategies. On the other hand, there are supporting factors contributing to the success of D’Wish's marketing communication strategy. These include affordable entrance tickets, the absence of competitors in the surrounding environment, and the availability of social media as an effective platform for advertising and promoting D’Wish. This research provides recommendations for destination managers to consider developing a more holistic and optimal marketing communication strategy to overcome budget constraints and leverage the advantages of existing supporting factors.

The influence of influencer marketing and country of origin on purchase intention of technology products on e-commerce platforms

This study examines factors affecting the intention to purchase technology products on e-commerce platforms of university students in Ho Chi Minh City, Vietnam, including Brand equity, Country of Origin and Influencer Marketing. This study conducted a survey from August 2023 to September 2023 with 342 qualified questionnaires processed and analyzed using SMART-PLS software. The results indicate that country of origin, influence marketing, and brand equity are three important indicators related to consumers' intention to purchase technology products in the context of social commerce. Research has concluded that attitude and influence marketing are two powerful factors that influence purchasing intention today. This research will help businesses better understand customer behavior, thereby improving the effectiveness of future business plans and marketing communication strategies, helps attract more customers, increase sales and profits.

Analysis of The Influence of Promotion Through Digital Marketing and Effectiveness of Marketing Communication on Customer Decisions in Hospitality Industry

This research aims to determine the marketing communication strategies used to increase occupancy. We used qualitative and descriptive research. The researcher employed a case study as the research method. In-depth interviews provided the techniques for collection. The research results revealed that the public relations division, in collaboration with the hotel marketing team, designed and implemented the marketing communication strategy. Public relations is a communication facilitator, especially in communicating hotel products and services through various marketing strategies. This strategy is divided into three, namely the push strategy, which uses distributors or travel agents to encourage customers to use hotel products; the pull strategy, which uses advertising, sales promotions, personal sales, and direct marketing to attract customer interest in hotel products and services, also the profile strategy, which uses public relations to build the hotel's image and reputation to increase customer trust and sales. This research suggests that further research be carried out in quantitative form to obtain a more detailed understanding of the success of each factor that influences marketing communication strategies, such as push, pull, and profile strategies. Meanwhile, from a practical perspective, conducting a more detailed evaluation of each marketing communication tool used by measuring its effectiveness to select the most effective tools in increasing sales or occupancy is recommended.

Analisis Strategi Pemasaran dalam Meningkatkan Jumlah Kepesertaan Bukan Penerima Upah di BPJS Ketenagakerjaan Cabang Gorontalo

Mia Arista B. Wantu, 2024. "Marketing Strategy Analysis in Increasing the Number of Non-Wage Earner Participants in BPJS Employment Gorontalo Branch" Undergraduate Management study program, Faculty of Economics and Business, Gorontalo State University, Supervisor I Mrs. Dr. Tineke Wolok, S.T, M.M and Supervisor II Mrs. Yulinda L. Ismail M.si According to Employment Law No. 24 of 2011 concerning Social Security Administering Bodies which states that: all workers in Indonesia are required to register themselves as BPJS Employment participants for six months. BPJS Employment (Social Security Administering Body) is a public program that provides protection to workers to overcome certain socio-economic risks and its implementation uses sharia mechanisms. This research uses a descriptive qualitative research method with the focus of the research being (1) What are the marketing strategies carried out by the Gorontalo branch of BPJS Employment to increase the number of non-wage earners? and (2) What are the efforts of BPJS Employment Gorontalo Branch to ensure that BPU membership remains active in BPJS Employment Gorontalo? The results of this research are (1) The marketing strategy to increase the number of Non-Wage Earner participants used by BPJS Employment Gorontalo branch uses the Marketing Mix: product, price, people, and process (2) Efforts made by BPJS Employment to ensure membership remains active are marketing communication strategies and customer satisfaction strategies.