| dc.contributor |
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|
| dc.creator |
Utama, Prasetyo |
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| dc.creator |
Racmawati, Indri |
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| dc.date |
2020-01-26 |
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| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/19795 |
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| dc.identifier |
10.29313/.v0i0.19795 |
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| dc.description |
Abstract. At present, utilizing social media as a marketing medium is not enough, an appropriate marketing strategy is needed so that content on social media can attract consumers. This content marketingcommunication strategy is being carried out by SalamKids Publisher to promote IQRO!Pertamakuproduct for followers on Instagram. The unique thing about this case is that my book sales for IQRO!Pertamaku pre-order reached 20,000 copies and interesting contents on Instagram. This study aims to examine: 1. The digital marketing communication strategy plan that will be carried out by the SalamKidsPublisher digital marketing communication team in creating promotional content. 2. Digital marketingcommunication promotion through caption and video in Instagram @salam_kids account. 3. Why SalamKids publishers use promotions through captions and videos in their Instagram account @salam_kids. 4. obstacles encountered in implementing the digital marketingcommunication strategy through the Instagram account @salam_kids. This study uses qualitative research methods with a case study approach. Where researchers conducted interviews and observation directly to the informan. The results of this study are SalamKidsPublisher digital content marketing communicationstrategies according to brand strategy according to Schultz and Barnes consisting of: brand positioning, brand identity, brand personality, and brand communication. the implementation of digital marketing promotions in the promotion of book IQRO!Pertamaku use of the POAC strategy which consists of planning, organizing, actuating, and controlling. SalamKids publishers promote via caption and video content in their Instagram account @salam_kids. Obstacles experienced in product promotion activities from SalamKids Issuers are between SalamKids Issuers and resellers and also between resellers and IQRO!Pertamaku, resulting in Risk Management.Keywords: Marketing Strategy, Promotional Content, Instagram, Penerbit SalamKids Abstrak. Saat ini, memanfaatkan media sosial sebagaimedia pemasaran saja tidak cukup, dibutuhkan sebuahstrategi pemasaran yang tepat sehingga sebuah kontenyang ada di media sosial dapat untuk menarikkonsumen. Strategi content marketing ini sedangdilakukan oleh Penerbit SalamKids untukmempromosikan produk IQRO!Pertamaku bagipengikutnya di Instagram. Hal unik dari kasus ini ialahpenjualan buku IQRO!Pertamaku dalam masa pre order mencapai 20.000 eksemplar dan konten-konten di Instagramnya yang menarik. Penelitian ini bertujuanuntuk mengkaji : 1. Rencana strategi digital marketing communication yang akan dilakukan oleh tim digital marketing communication Penerbit SalamKids dalam membuat konten promosi. 2. Pelaksanaan promosi digital marketing communication melalui caption dan video dalam akun Instagram @salam_kids. 3. Mengapa Penerbit SalamKids menggunakan promosi melalui caption dan video dalam akun Instagram @salam_kids. 4. kendala yang dihadapi dalam pelaksanaan strategi digital marketing communication melalui akun Instagram @salam_kids. Penelitian ini menggunakanmetode penelitian kualitatif dengan pendekatan studikasus. Yang dimana peneliti melakukan wawancara dan observasi secara langsung kepada narasumber. Hasil dari penelitian ini yakni strategi content digital marketing communication Penerbit SalamKids sesuaidengan brand strategy menurut Schultz dan Barnes yang terdiri dari: brand positioning,brand identity, brand personality, dan brand communication.pelaksanaan promosi digital marketing dalampelaksanaan promosi buku IQRO!Pertamaku inimenggunakan strategi POAC yang terdiri dari planning, organizing, actuating, dan controlling. Penerbit SalamKids melakukan promosi melalui konten caption dan video dalam akun Instagram @salam_kids. Kendala yang dialami dalam kegiatan promosi produkdari Penerbit SalamKids adalah antara Penerbit SalamKids dan para reseller dan juga antara reseller dan IQRO!Pertamaku, sehingga menghasilkan Management Risk. Kata Kunci: Strategi Pemasaran, Konten Promosi ,Instagram, Penerbit Salamkids |
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| dc.format |
application/pdf |
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| dc.language |
eng |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/19795/pdf |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/downloadSuppFile/19795/3991 |
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| dc.rights |
Copyright (c) 2020 Prosiding Manajemen Komunikasi |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 1, Prosiding Manajemen Komunikasi (Februari, 2020); 75-79 |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 1, Prosiding Manajemen Komunikasi (Februari, 2020); 75-79 |
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| dc.source |
2460-6537 |
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| dc.source |
10.29313/.v0i0 |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
Keywords: Marketing Strategy, Promotional Content, Instagram, Penerbit SalamKids |
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| dc.title |
Strategi Content Digital Marketing Communication Instagram di Penerbit SalamKids |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Kualitatif |
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