Marketing Communication Strategy Research Articles

Marketing and communication in the wine sector: the Catalan wine DO on social networks

PurposeThis paper aims to analyze the social media strategies of wineries from three quality Denominations of Origin (DOs): Alella, Empordà and Priorat (Spain). It explores how digitalization has become a crucial element in contemporary marketing communication strategies and examines the presence and use of social media by these wineries.Design/methodology/approachThe study employs a quantitative methodology to identify the most commonly used social media platforms among the selected DOs. Additionally, a content analysis is conducted to understand the themes these DOs use to engage with their audience. The analysis focuses on the social media presence and content strategies of the wineries within the specified DOs.FindingsThe study reveals that an increased understanding and utilization of new technologies by local citizens could enhance the digital development of these wineries. The research identifies the prevalent social media platforms used by the DOs and examines the content themes that wineries use to connect with their audience.Research limitations/implicationsThe findings emphasize the need to improve digital literacy among local communities to support the digital growth of wineries. The study also highlights the importance of understanding which social media platforms and content themes are most effective for engaging target audiences. Future research could explore the impact of specific digital strategies on business performance and consumer engagement.Originality/valueThis research contributes to the understanding of social media strategies in the wine industry, particularly within Catalan DOs, by providing insights into the use of digital tools and content themes in winery marketing.

Strategi Fundraising Zakat, Infaq dan Sedekah Melalui Sistem Berbayar Non-Tunai Quick Response Code Indonesian Standard (Qris) di Baznas Kota Palopo

The purpose of this study is to see how far the implementation of the strategy of fundraising zakat funds using the QRIS no-cash paid system and how the flow of zakat payments through QRIS in BAZNAS Palopo City district. This research is a field research with a qualitative descriptive approach, and data collection is obtained from interviews and field observations. The results of the study show that the implementation of the fundraising and zakat strategy using QRIS at BAZNAS Palopo City goes through several stages, namely determining Muzakki's segments and targets, preparing human resources, building a communication system and compiling a service system. Not only that, BAZNAS Palopo City also runs a marketing communication strategy. That is by making interesting programs, creating feelings of empathy, collaborating with other companies, and providing the best service. To process zakat payments with QRIS, muzakki only need to scan the QR code for zakat payments at BAZNAS Palopo City, then follow the next payment steps. In a matter of minutes and without going to the BAZNAS Palopo City office, muzakki can pay their zakat whenever and wherever they are.

Marketing Communication Strategy of Youth Works Breakfast Week (Pasar Kamu) in Increasing Local Tourist Visits in Kampoeng Lama Tourist Village, Deli Serdang Regency

This research aims to analyze the marketing communication strategy and analyze the obstacles of the marketing communication strategy of the Youth Works Breakfast Week (Pasar Kamu) in increasing local tourist visits in Kampoeng Lama Tourism Village, Deli Serdang Regency. This research uses constructivism paradigm with descriptive method and qualitative approach. The results of this study are that the marketing communication strategy of Pekan Sarapan Karya Muda (Pasar Kamu) in increasing local tourist visits at Kampoeng Lama Tourism Village, Deli Serdang Regency is by implementing marketing communication with the application of a marketing mix consisting of personal selling, advertising, as well as public relations, publicity and viral marketing. Through personal selling, managers and traders play an active and direct role in promoting to visitors who come Pasar Kamu. Advertising carried out by Pekan Sarapan Karya Anak Muda (Pasar Kamu) in collaboration with Metro Kampung as print media to promote activities that take place at Pekan Sarapan Karya Anak Muda (Pasar Kamu). Pasar Kamu's public relations role does not have a big impact because there is no public relations field. However, with the publicity carried out by Pasar Kamu to reach its target audience such as using goodie bags produced to do marketing with the public. There is viral marketing where visitors take the initiative to spread content containing information about Pasar Kamu on their Instagram and Tiktok social media accounts so that it becomes viral and succeeds in increasing tourist visits to Pasar Kamu

Transformation Of The MSMe Business Of Processed Chicken Grilled Today Through Digital Media Based Marketing Communications

This study discusses the business transformation of the Modern Fried Chicken MSME through digital media-based marketing communication strategies amidst increasingly tight competition and technological developments. The purpose of this study is to examine the impact of using social media, such as Instagram and Facebook, on increasing brand awareness, customer interaction, and loyalty and sales. This study uses a qualitative method with a case study approach on the Modern Crushed Chicken UMKM, with data collection techniques in the form of in-depth interviews and digital content analysis. The results of the study show that the use of social media effectively increases market reach, customer engagement, and contributes directly to increasing short-term sales and long-term customer loyalty. This finding emphasizes the importance of adopting digital communication strategies in supporting the growth of MSMEs in the digital era. The implications of this research provide practical insights for MSMEs in utilizing digital technology to strengthen competitiveness and improve business performance.

HNI Marketing Communication in Sharia Image Construction as an Effort to Maintain Customer Loyalty in Palu City

This study aims to explain the marketing communication strategy carried out by HNI in building a sharia image in Palu City, as well as to determine the implications of the sharia image in maintaining HNI customer loyalty in Palu City. The results of this study indicate that the marketing communication strategy carried out by HNI in building a sharia image in Palu City includes: Advertising, namely by using the hashtag Hijrah Product (#HijrahProduk) in social media posts about HNI products; Personal sales, namely through home sharing activities using excerpts of the Quran and Hadith in sales presentation messages by HNI Agents; Sales promotion, namely by providing rewards in the form of Umrah vouchers to HNI Agents who have achieved a certain turnover; Direct sales, using social media such as Facebook and Instagram, and conducting group broadcasts via WhatsApp. Public relations are carried out by HNI by participating in community activities, religious activities, and holding Agent meetings containing religious activities. The implications of the sharia image as an effort to maintain customer loyalty carried out by HNI are through providing rewards in the form of Umrah vouchers for HNI Agents who have achieved a certain sales turnover. Other activities that HNI also carries out as an effort to maintain customer loyalty and build a sharia image are through membership activities such as HNI leader meetings combined with religious activities such as congregational prayers and spiritual guidance.

Pengaruh Komunikasi Pemasaran Sebagai Promosi untuk Usaha Kecil Menengah

To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness and efficiency of integrated marketing messages. An entrepreneur's ability to sell his brand will be aided by the knowledge, understanding and application of integrated marketing communications. The purpose of this study is to conduct a theoretical investigation of the relationship between entrepreneurship and integrated marketing communication as a marketing promotion approach. If done right, integrated marketing communications can help entrepreneurs introduce, form a positive impression, and retain clients for their companies.

Faktor-Faktor yang Berpengaruh terhadap Brand Image ditinjau dari Komunikasi Pemasaran

This research aims to describe each influence of the marketing mix starting from public relations advertising, personal selling, public relations and direct marketing on a company's brand image. This research uses literature review techniques with a descriptive qualitative approach. Search for literature using the Google search engine and Google Scholar with the keywords "marketing communications", "brand image awareness", "factors influencing brand image awareness", "brand image and marketing communications". The literature sought is journals, books, conference proceedings, and so on to be analyzed critically and explain what is found in each piece of literature. The research results show that the factor that influences brand image is implementing marketing communication strategies. A marketing communications strategy can create marketing information that provides value according to a comprehensive company plan. The factors that influence a good marketing strategy are marketing communication, where marketing communication is not only about promotion, but there are important elements or communication mix, namely advertising, sales promotion, personal selling, public relations and direct marketing. These five elements can influence the brand image of a company so that the company can increase sales of a product.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Strategi Komunikasi Pemasaran PT. Lakone Serasa Juara melalui Sosial Media Instagram dalam Menciptakan Brand Awareness

This research aims to determine the marketing communication strategy of PT. Lakone Serasa Champion on Instagram to increase brand awareness. This research is included in qualitative research, which is an important effort related to asking questions, through procedures, collecting specific data from informants. The circular model of some theory related to share, optimize, manage, and engage is used as an analytical theory. This research found that (1) PT. Lakone Serasa Juara uses a communication strategy through the use of advertising features on its social media. Using advertising features and paying a fee on each social media platform will have an effect on product recognition and sales; (2) PT. Lakone holds an annual event and also discounts for the winners; and (3) communication strategy through uploading photos and videos on online media by uploading photos and images in real pictures and of course having good image quality will attract consumers' interest in buying.

What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

Instagram as a social media platform has gained prominence as the medium of influencer marketing practices targeting consumers of beauty products, yet little is known about source characteristics affecting Instagram opinion leadership resulting in consumers’ purchasing behavior. Thus, this work examines effects of Instagram influencers’ attributes (credibility, attractiveness, innovativeness, and sense of humor) on their perceived opinion leadership and its subsequent impacts on consumers’ behavioral intentions. The research also analyzes complementary moderating effects of parasocial relationship and social identity reinforcing behavioral implications of social media opinion leadership. Empirical results from 202 Instagram followers reveal that credibility, innovativeness, and sense of humor exert positive influence on perceived opinion leadership which subsequently enhances levels of positive word-of-mouth, purchase, and loyalty intentions. Besides, social identity strengthens positive impacts of opinion leadership on consumers’ word-of-mouth and purchase intentions. Thus, the findings not only contribute to the theory of opinion leadership, but have beneficial implications enabling beauty brands to develop effectual social media marketing communication strategies.

Strategi Komunikasi Pemasaran Asmara Coffee Melalui Event Musik Asmaraloka Dalam Menciptakan Brand Awaraness

The purpose of this study is to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in creating and increasing brand awareness among consumers. This study uses a constructivism paradigm with a qualitative approach to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in increasing brand awareness. Data were collected through interviews, observations, literature studies, and documentation, with analysis using the interactive method of Miles and Huberman and verification through triangulation. The results of the study provide an in-depth picture of the effectiveness of the marketing strategy implemented and its impact on Asmara Coffee's brand awareness. Research on Asmara Coffee shows that tight competition in the coffee shop industry is a challenge for Asmara Coffee to stay competitive and increase brand awareness. Asmara Coffee strives to maintain its existence by optimizing social media accounts, providing the best service, and routinely holding music events. The Asmaraloka music event is the main strategy in attracting new consumers and strengthening brand awareness. Through this approach, Asmara Coffee strives to remain relevant and competitive amidst business competition.

Strategi Komunikasi Pemasaran Milenial Studio Melalui Media Sosial TikTok

As time goes by, TikTok social media now occupies the top rank in the category of most social media usage time. TikTok is widely used by people today because it is easy to access. That's why almost every group has social media. TikTok's reach is very wide so that the information and content created spreads more easily and quickly. Therefore, TikTok social media information technology is widely used by business or company users to promote their products and services. One of the companies in the field of photo and video services is the Milenial Studio photo studio. This research aims to determine the marketing communication strategy for the Milenial Studio photo studio via TikTok social media. The subject of this research was a photo studio located in Karawang and consisted of 4 informants. The data collection techniques used were in-depth interviews, observation, documentation and literature study.The research results show that the marketing communication strategy is very effective and important for the Milenial Studio photo studio to promote and sell its photo and video services. Some of the strategies that have been identified include the marketing mix and what the owner of Milenial Studio himself said was that they also collaborate with schools by providing photo and video services for school yearbooks.

Strategi Komunikasi Pemasaran Melalui Media Sosial Instagram

This research was conducted to determine the marketing communication strategies applied by Calceamenta in increasing the number of consumers on Instagram. The implementation of the strategies by Calceamenta is driven by the growing shoe-cleaning service business, as there is a rising need for shoe cleaning among the public who lack the time to do it themselves. The subjects of this study are the owners and employees of Calceamenta who have the authority to decide on the marketing communication strategies used by Calceamenta on Instagram, as well as supporting informants such as consumers and Instagram followers of Calceamenta. The data were obtained through a qualitative approach, using observation and interviews with the informants.The results of this study indicate that Calceamenta has implemented marketing communication strategies by utilizing Instagram social media to increase its service users. Calceamenta employs a marketing mix including Advertising, Sales Promotion, Public Relations, and Personal Selling. The results of this study show that Calceamenta uses new media such as Instagram as its marketing communication medium, driven by the owner’s perception that many people are already actively using Instagram. Calceamenta makes various efforts to capture the attention of the audience, who are their target potential consumers. The interest of potential consumers is built through Instagram content such as education, promotions, and testimonials from customers who have previously used Calceamenta’s services. The desire is emphasized by showcasing that potential consumers need Calceamenta’s services. The action refers to the decision of potential consumers to use Calceamenta’s services.

Marketing Communication Strategy for yeoboseyo.id: a Case Study in K-Pop Fashion Brand

The continuous growth of internet users in Indonesia since 2012 has had an impact, particularly on the use of social media. In 2023, 60.4% of the population in Indonesia was using social media. Instagram and TikTok are widely used for social networking and business marketing, including by the clothing brand Yeoboseyo.id. This study aims to examine the marketing communication strategies of Yeoboseyo.id from September 2023 to February 2024, using a quasi-qualitative method with semi-structured interviews and triangulation techniques for data validity. The results show that Yeoboseyo.id utilizes a marketing communication mix, including advertising on social media, conducting sales promotions by providing vouchers, freebies, and giveaways, and implementing public relations to maintain brand reputation. They also engage in personal selling to build consumer trust and direct marketing through one-step and two-step approaches to increase sales and maintain relationships with consumers. The conclusion of this study is that Yeoboseyo.id has effectively implemented its marketing communication strategy; however, there are still some areas that are not fully optimized, including the use of below-the-line promotion channels and the implementation of personal selling.

J48 and Naive Bayes Algorithm Approach for Marketing Communication Strategy Analysis and Predicting Interest of New Students

Investment in the world of higher education is a part that supports marketing strategies in marketing efforts in higher education. In the first year of admitting new students, odd and even periods have become a trend for universities to see the enthusiasm of incoming students in selecting study programs that are trendy and in demand. The research objective is to apply the 8P marketing strategy in developing the potential readiness of universities in accepting new students. The J48 algorithm can process discrete and continuous data, and can handle missing attribute values. Naive Bayes algorithm carries out data mining classification which can be used to provide possible results that will occur in the future from the classification results. The results obtained through a series of trials showed that Naive Bayes had an accuracy rate of 75.8% and the J48 algorithm 98.0%. The marketing strategy is suitable for using the highest level of accuracy approach.

Digital marketing communication strategy Diraloka in maintaining the national tradition

<p>This study discusses how Diraloka maintains national traditions in the postmodern era using marketing 4.0 strategies (online and offline). Technological developments make overlapping cultures accumulate and sometimes can get rid of each other, as well as various values that are often eroded by the speed of the times. This study aims to know and analyze Diraloka's digital marketing communication strategy<br />in maintaining the national tradition of the modern postal era to build brand awareness. This research uses symbolic interaction theory. The paradigm used is constructivism with a qualitative research approach. The method used is a case study. The subject of research is key informants and informants. Data collection<br />techniques use interviews, focus group discussion (FGD), observation, and documentation. The results of this study show that Diraloka's involvement in implementing digital marketing communication strategies by voicing national traditions is positively assessed by the audience or the surrounding community. From Diraloka's engagement rate on Instagram, it can be seen that this brand builds a good relationship with its audience. The story shared by Diraloka is packaged through symbols of art, literature, and literacy, and utilizes AI (Artificial Intelligence) technology for its design. Thus, moving together in maintaining,<br />developing, and voicing national traditions can have an emotional impact. Diraloka can form a civic virtue Marketing Communication Strategy 4.0, Diraloka, Symbolic Interaction, National Tradition,<br />Brand Awareness.called #AliansiPejalan and # KawanDira as a form that supports the common good of Indonesian citizens.</p>

Dalihan na tolu as a marketing strategy in attracting customer interest:Case study of PT Sipirok Nauli Medan branch

<p>This research aims to explore and gain a deeper understanding of the marketing strategies employed by PT. Sipirok Nauli Express in attracting customer interest. This research method used is descriptive qualitative, with data collection techniques involving in-depth interviews, observations, and documentation studies. The research informants consist of the Head of the PT Sipirok Nauli Express Medan Representative Office, ticketing staff, agents, warehouse staff, and 8 loyal customers of PT Sipirok Nauli Express Medan. Informants were selected using the snowball sampling technique. Based on the research findings, to increase the number of customers, the promotion strategy applied by the PT Sipirok Nauli Express Medan Representative Office focuses on three stages of marketing communication strategies. These strategies include the implementation of marketing communication objectives utilizing both conventional and digital promotional media; the implementation of segmentation and targeting through direct marketing strategies using local approaches such as local greetings (e.x., <em>ipar</em>, lae, <em>oppung</em>, <em>bapak uda</em>, <em>amangoru</em>, and <em>anggi</em>) to create familiarity, build familial and emotional relationships through regional approaches; and the implementation of differentiation and positioning. Amidst technological innovations and service improvements aimed at attracting customer interest, PT Sipirok Nauli Express adopts a unique approach by leveraging regional approaches to attract and retain customers.</p>

Strategi Komunikasi Pemasaran dalam Optimalisasi Media Sosial Instagram Nafas Pertama

This research aims to identify and analyze First Breath marketing communication strategies in optimizing Instagram. First Breath, a birth documentation vendor, uses Instagram to expand its market and increase interaction with its audience. Using Integrated Marketing Communications (IMC) theory, this research focuses on advertising, sales promotions, public relations, direct marketing, interactive marketing, events and experiences, and word of mouth marketing. The research method is a qualitative case study through in-depth interviews with the marketing team, Instagram content analysis, and participant observation. The research results show that First Breath's communication strategy includes attractive visuals, collaboration with influencers, educational and inspirational content, as well as the use of Instagram's interactive features such as Stories and Reels. Consistency in branding and messaging is also important for a positive image and customer loyalty. In conclusion, optimizing Instagram through an integrated marketing communications strategy increases audience engagement and expands market reach. This research provides insight into best practices in utilizing social media for effective marketing communications, as well as recommendations for similar companies in developing innovative and efficient digital communications strategies.

Strategi Komunikasi Pemasaran Agrowisata Berbasis Ketahanan Pangan di Desa Renah Kayu Embun (RKE) Kecamatan Kumun Debai Kota Sungai Penuh

The purpose of this study is to analyze the marketing communication strategies for agritourism based on food security in Renah Kayu Embun Village, Kumun Debai Sub-district, Sungai Penuh City. The research method used is Participatory Rural Appraisal (PRA). Data were collected through interviews, observations, documentation, and Focus Group Discussions (FGD). The analysis was conducted interactively and included a SWOT analysis. The technique for selecting research informants was purposive sampling, involving 25 agritourism business actors focused on food security in Renah Kayu Embun Village, Kumun Debai Sub-district, Sungai Penuh City. The results of the study indicate that the village authorities have not yet been able to effectively manage the organization, marketing, promotion, business unit development, and partnerships. Consequently, there is a need for an integrated marketing communication model through the empowerment of food security-based agritourism in Renah Kayu Embun Village, Kumun Debai Sub-district, Sungai Penuh City.

The Development of Integrated Marketing Communication Strategies for Organizing International Running Events

This study employs a mixed-methods approach with the following objectives1) To study integrated marketing communication strategies for organizing international running events. 2) To examine the factors influencing the decision to participate in international running events. 3) To investigate the service marketing mix (7Ps) factors that affect the decision to participate in international running events. 4) To analyze the influence of social media on the participation in international running events. The findings reveal that successful marketing strategies for international running events require clear objectives and distinctive product positioning, incorporating creative elements with local identity, culture, traditions, cuisine, and tourist attractions into the event design. These elements should be reflected in race apparel, medals, trophies, and the overall atmosphere to enhance participants' experiences, which can then be shared on social media platforms. This approach fosters loyalty and encourages repeat participation and event promotion. Additionally, integrated marketing communication tools must be utilized to effectively engage potential participants and stimulate interest. Among the 7Ps of service marketing, the distribution channel emerged as the most influential factor affecting participation decisions. Structural equation modeling analysis further indicates that the marketing mix factors directly influence social media exposure, and both marketing mix factors and social media exposure directly impact the decision to participate in international running events. Indirectly, social media exposure mediates the relationship between the marketing mix and participation decisions.