Digital Marketing Communication : Strategy

Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina

Sesi ke-3Arief Budiman, S.Sn, M.Si

Strategy• a plan of action or policy designed to achieve

a major or overall aim.

Component Of Strategic Plan

Source : google.com

MissionMission

VisionVision

ForecastForecast

GoalsGoals

ObjectivesObjectives

ActivitiesActivities

MeasuresMeasures

OutcomesOutcomes

Why we exist

What we want to be

Our future environment

What we must achieve for success

Spesific intentions expressed in measurable terms to achieve Goals

Planned actions to achieve objectives

Measures and Indicators of success of Activities

Desired level of performace for measures.

STRATEGIC LEVEL

ACTION LEVEL

OUTCOMES

Example Of Digital Strategic Plan

Source : google.com

MissionMission

VisionVision

ForecastForecast

GoalsGoals

ObjectivesObjectives

ActivitiesActivities

MeasuresMeasures

OutcomesOutcomes

Brand X Provide best telco services for the advancement of the nation.

Brand X = Number one mobile data services provider

More and more people will use mobile data services in just 5 years.

People knows the excellence of Brand X compare to other competitor

Majority of people are talking about the brand X positively on the internet.

Blog Competition, More Conversation in Social Media

The growing number of fans and follower, activities.

Growing number of fans reaches 150% per year and more fans convert into user and a growing number of fans who are users of brand X.

STRATEGIC LEVEL

ACTION LEVEL

OUTCOMES

Example 1 :• Strategy for Life.

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Andrew,Usia 21 tahun,Semester 7,IPK 2.4,FISIP,Jago Inggris, sering hang out di mall,Jakarta, Subsidi orang tua.

BASE SITUATION

BASE SITUATION

OBJECTIVEOBJECTIVE

Catherine,Usia 20 tahun,Semester 5,IPK 3.8FE-AkuntansiJakarta, hemat, Punya waralaba Jus, Punya pacar sedang magang.

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Andrew,Usia 21 tahun,Semester 7,IPK 2,4FISIP,Jago InggrisJakarta, Subsidi orang tua.

Catherine,Usia 20 tahun,Semester 5,IPK 3.8FE-AkuntansiJakarta, Punya waralaba Jus, Punya pacar sedang magang.

BASE SITUATION

BASE SITUATION OBJECTIVEOBJECTIVE

Insight dari tipe perempuan ini ? Insight dari tipe

perempuan ini ?

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Andrew,A.Mencari pekerjaan agar dapat penghasilan.B.Belum lulus, orang tua Andrew menghendaki lulus sebelum bekerja.

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PROBLEMPROBLEM

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Andrew,Menarik perhatian Catherine dengan menunjukkan kalauAndrew adalah Mr.Right dalam waktu 1 tahun.

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APPROACHAPPROACH

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Andrew,Bekerja sebagai freelance translator.

Mengajar di kursus private sepulang kuliah. Memperpanjang kuliah untuk perbaiki nilai kuliah.

Menjadi pelanggan tetap warung milik Catherine.

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ACTIONSACTIONS

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ACTIONS – By Timeline

JANJAN FEBFEB MARMAR APRAPR MEIMEI JUNIJUNI

FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE FREELANCEFREELANCE

GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT GURU PRIVATGURU PRIVAT

PELANGGAN JUS

PELANGGAN JUS

PELANGGAN JUS

PELANGGAN JUS

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

SEMESTER PENDEK

DATING CATHERINE

DATING CATHERINE

KPI

Example 2 :• Digital Strategy for Brand.

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Fresh Care Teen – Base Situation

0 FacebookTwitter

No Website

On PingramOn Pingram

Target Audience : Creative, Cheerful, Girls Teens,13 – 18, Urban, B – C+

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Emotional Bonding

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Awareness

Product Trial

Campaign Objective

Hangat dan Harumnya pas!

Through Digital Campaign :

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We need to encourage the Target Audiences to join into Fresh Care Teen Online Hub, and to interact to other fans/ member.

Problem

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To create a movement, which reflects the behavior of teenagers, by communicating: periods of adolescence are the best time to be creative

Approach

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DRIVEAwareness

Product Trial

DRIVEAwareness

Product Trial

Social Media Event

Social Media Event

Online AdsOnline Ads

WebsiteWebsite

Digital Strategy

Activity :

ContentContent ContentContent ContentContent ContentContent ContentContent ContentContent

Soc AdsSoc Ads Soc AdsSoc Ads Soc AdsSoc Ads Soc AdsSoc Ads Soc AdsSoc Ads

Apps GamesApps Games Apps GamesApps Games Apps GamesApps Games Apps GamesApps Games

JuneJune JulyJuly AugustAugust SeptemberSeptember OctoberOctober NovemberNovember

FB 20000FB 20000

TW 500TW 500 TW 500TW 500 TW 500TW 500 TW 500TW 500 TW 500TW 500 TW 500TW 500

TW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZTW QUIZ

KPI :

Timeline :

Digital Strategy – Activities Time Line

FB 20000FB 20000 FB 20000FB 20000 FB 20000FB 20000 FB 20000FB 20000FB 20000FB 20000

Apps GamesApps Games

WebWebWebWeb

Soc AdsSoc Ads

WebWebWebWeb

Source : Ocentrum Digital Company– Case Study