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Digital Marketing Communication : Strategy Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina Sesi ke-3 Arief Budiman, S.Sn, M.Si.

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Presentasi berjudul: "Digital Marketing Communication : Strategy Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina Sesi ke-3 Arief Budiman, S.Sn, M.Si."— Transcript presentasi:

1 Digital Marketing Communication : Strategy Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina Sesi ke-3 Arief Budiman, S.Sn, M.Si

2 Strategy a plan of action or policy designed to achieve a major or overall aim.

3 Component Of Strategic Plan Source : google.com Mission Vision Forecast Goals Objectives Activities Measures Outcomes 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

4 Example Of Digital Strategic Plan Source : google.com Mission Vision Forecast Goals Objectives Activities Measures Outcomes 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

5 Example 1 : Strategy for Life.

6 Andrew, Usia 21 tahun, Semester 7, IPK 2.4, FISIP, Jago Inggris, sering hang out di mall, Jakarta, Subsidi orang tua. BASE SITUATION OBJECTIVE Catherine, Usia 20 tahun, Semester 5, IPK 3.8 FE-Akuntansi Jakarta, hemat, Punya waralaba Jus, Punya pacar sedang magang.

7 Andrew, Usia 21 tahun, Semester 7, IPK 2,4 FISIP, Jago Inggris Jakarta, Subsidi orang tua. Catherine, Usia 20 tahun, Semester 5, IPK 3.8 FE-Akuntansi Jakarta, Punya waralaba Jus, Punya pacar sedang magang. BASE SITUATION OBJECTIVE Insight dari tipe perempuan ini ?

8 Andrew, A.Mencari pekerjaan agar dapat penghasilan. B.Belum lulus, orang tua Andrew menghendaki lulus sebelum bekerja. 3 3 PROBLEM

9 Andrew, Menarik perhatian Catherine dengan menunjukkan kalau Andrew adalah Mr.Right dalam waktu 1 tahun. 3 3 APPROACH 4 4

10 Andrew, Bekerja sebagai freelance translator. Mengajar di kursus private sepulang kuliah. Memperpanjang kuliah untuk perbaiki nilai kuliah. Menjadi pelanggan tetap warung milik Catherine. 3 3 ACTIONS

11 ACTIONS – By Timeline JAN FEB MAR APR MEI JUNI FREELANCE GURU PRIVAT PELANGGAN JUS SEMESTER PENDEK DATING CATHERINE KPI

12 Example 2 : Digital Strategy for Brand.

13 Fresh Care Teen – Base Situation 0 Facebook Twitter No Website On Pingram Target Audience : Creative, Cheerful, Girls Teens, 13 – 18, Urban, B – C+

14 2 2 Emotional Bonding 1 1 Awareness Product Trial Campaign Objective Hangat dan Harumnya pas! Through Digital Campaign :

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

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

17 DRIVE Awareness Product Trial DRIVE Awareness Product Trial Social Media Event Online Ads Website Digital Strategy

18 Activity : Content Soc Ads Apps Games June July August September October November FB TW 500 TW QUIZ KPI : Timeline : Digital Strategy – Activities Time Line FB Apps Games Web Soc Ads Web Source : Ocentrum Digital Company– Case Study


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