Digital Marketing Communication

(kode P051730015)

Pertemuan 12
Marketing Communications Using
Digital Media Channels, part 2

Dosen
H. Andri Budiwidodo, S.Si., M.I.Kom
 Penjelasan Umum Pelaksanaan Perkuliahan
Yang dipelajari selama Semester Genap Pendek
1) Pendahuluan: kontrak perkuliahan, 8) Why Social Media Marketing Is Important
penjelasan umum pelaksanaan kuliah, 9) Delivering the online customer experience
gambaran umum dan pengantar digital 10) Campaign planning for digital media
marketing communication
2) Online marketplace analysis: micro- 11) Marketing communications using digital
environment media channels, part 1
3) The online macro-environment 12) Marketing communications using digital
media channels, part 2
4) Digital marketing strategy 13) Evaluation and improvement of digital
5) The impact of digital media and technology channel performance
on the marketing mix 14) Business-to-consumer digital marketing
6) Relationship marketing using digital practice
platforms. 15) Business-to-business digital-marketing
7) Understanding the Customer Journey and practice
Choosing the Right Marketing Campaign 16) UAS (Ujian Akhir Semester)

TUGAS BESAR 1 dan 2 dikumpulkan 25 Februari

2021
 Daftar Pustaka

Chaffey, Dave. Dan Fiona Ellis Chadwick. 2016. Kotler, Philip., dan Kevin Lane Keller. 2016. Marketing
Digital Marketing: Strategy, Implementation Management 15th edition. Essex England: Pearson
and Practice 6th edition. Edinburgh United Education Limited.
Kingdom: Pearson Education Limited
 Daftar Pustaka

Belch, George E. and Michael A. Belch. 2018. Mothersbaugh, David L. and Del I. Hawkins.
Advertising and Promotion, An Integrated 2016. Consumer Behavior: Building Marketing
Marketing Communication Perspective, 11th Strategy, 13th edition. New York: McGraw-Hill
Edition. New York: McGraw-Hill Education. Education
 Daftar Pustaka

Deiss, Ryan., dan Russ Henneberry. 2017.

Digital Marketing For Dummies. Hoboken, New Gray, Noah., dan Michael Fox. 2018. Social media
Jersey: John Wiley & Sons, Inc. Marketing. San Bernardino, CA.
 Daftar Pustaka

Sherman, Aliza., dan Danielle Elliott Smith. Kotler, Philip., Hermawan Kartajaya, dan Iwan Setiawan
2013. Social Media Engagement For Dummies. 2017. Marketing 4.0: Moving from Traditional to
Hoboken, New Jersey: John Wiley & Sons, Inc. Digital. Hoboken, New Jersey: John Wiley & Sons, Inc.
 PERTEMUAN 12
Marketing communications using digital media channels, part 2
1) Interactive display advertising 515
2) Opt-in email marketing and mobile text messaging 522
3) Social media and viral marketing 528
4) Offline promotion techniques 535
SUMBER BACAAN UNTUK STUDI MANDIRI
PERTEMUAN 10
Chaffey, Dave., and Fiona Ellis
Chadwick. 2016. Digital
Marketing: Strategy,
Implementation and Practice 6th
edition. Edinburgh United
Kingdom: Pearson Education
Limited.
HALAMAN 515-540.
NOTE: link/tautan e-book tersebut, sudah pernah di-
share di POST, silakan diunduh.
 Interactive display advertising
Display advertising. Display ads are paid What is display advertising?
ad placements using graphical or rich • Display advertising involves an advertiser paying for an
media ad units within a web page to advertising placement on third-party sites such as publishers or
achieve goals of delivering brand social networks. The process usually involves ad serving from a
awareness, familiarity, favorability and different server from that on which the page is hosted (ads can
purchase intent. Many ads encourage be served on destination sites in a similar way). Ad serving uses
interaction through prompting the viewer a specialist piece of software, possibly mounted on an
to interact or rollover to play videos, independent server such as Doubleclick (now owned by
complete an online form or to view more Google). In 2008, Google launched its free ad manager service
details by clicking through to a site. (www.google.com/admanager ) to help site owners sell,
schedule, optimise revenue, serve ads and measure directly
Ad serving. The term for displaying an sold and networkbased inventory.
advertisement on a website. Often the
• Advertising is used on a range of sites in order to drive traffic to
advertisement will be served from a web
an organisation’s destination site , or alternatively a microsite
server different from the site on which it is
or nested ad content on the media owner’s site or on the
placed.
destination site. The destination page from a banner ad will
usually be designed as a specifically created direct-response
Destination site. The site reached on
page to encourage further action. For example, the nappy
click-through.
supplier Huggies placed an advertisement on a childcare site
that led the parents clicking on this link to more detailed
Microsite. A small-scale destination site
information on Huggies contained on the site and encouraging
reached on clickthrough which is part of
them to opt in to a loyalty programme
the media owner’s site
Advantages and disadvantages of display advertising
Robinson et al. (2007) have noted that the two primary goals
of online display advertising are, first, using display adverts as
a form of marketing communication used to raise brand
awareness; and, second, as a direct response medium focused
on generating a response. Cartellieri et al. (1997) refer to a
wider range of goals for online campaigns including:
1) Delivering content. This is the typical case where a click-
through on a banner advertisement leads to a destination
site giving more detailed information on an offer. This is
where a direct response is sought. Today ads often embed
videos or whitepapers to deliver content directly within the
ad.
2) Enabling transaction. If a click-through leads to a merchant
such as a travel site or an online bookstore this may lead
directly to a sale. A direct response is also sought here.
3) Shaping attitudes. An advertisement that is consistent with
a company brand can help build brand awareness.
4) Soliciting response. An advertisement may be intended to
identify new leads or as a start for two-way communication.
In these cases an interactive advertisement may encourage
a user to type in an email address or other information.
5) Encouraging retention. The advertisement may be placed as
a reminder about the company and its service and may link
through to on-site sales promotions such as a prize draw.
 Advantages and disadvantages of display advertising
Advantages of online advertising Disadvantages of online advertising
1)Direct response 1)Relatively low click-through rates
2)Advertising now available for 2)Relatively high costs or low
smaller advertisers. efficiency
3)Indirect response 3)Brand reputation
4)Enhancing brand awareness and Native advertising. Online content that it is created to
reach. promote or enhance a brand such as a publisher article or
5)Media-multiplier or halo effect. social media update. Such content should be disclosed as
advertising by law in many countries, but often it isn’t.
6)Targeting.
7)Cost.
8)Dynamic updates to ad
campaigns
Ad buying ecosystem
• The options for
purchasing and managing
display advertising are
now much more complex,
as suggested by the
summary in Figure of the
ad buying ecosystem
created by the IAB.
 Best practice in planning and managing display ad
campaigns
Page and ad impressions. One page impression • Different terms are used for measuring banner ad
occurs when a member of the audience views a effectiveness.
web page. One ad impression occurs when a • Each time an advertisement is viewed is referred to as an
person views an advertisement placed on the advertisement or ad impression – also known as page
web page. impressions (page views).
• Since some people may view the advertisement more
Reach. Reach defines the number of unique than once, marketers are also interested in the reach,
individuals who view an advertisement. which is the number of unique individuals who view the
advertisement. This will naturally be a smaller figure than
that for ad impressions.
CPM. The cost of placing an ad viewed by 1000
• Cost of ads is typically based on CPM or cost-per-
people. thousand (mille) ad impressions as with other media.
However, the popularity of CPC search advertising and
Interaction rate (IR). The proportion of ad CPA affiliate deals mean that these are options too.
viewers who interact with an online ad through • As with other digital media, direct response to ads is
rolling over it. Some will be involuntary measured through click-through rate. Interaction rate (IR)
depending on where the ad is placed on the is a form of measurement that is unique to display ads
screen, so it is highly dependent on placement.
 Interactive ad targeting options
Online ads can be targeted through
placing ads:
• On a particular type of site (or part of
site) which has a specific visitor
profile or type of content;
• To target a registered user’s profile.
• At a particular time of day or week
• To follow users’ behaviour.
Behavioural ad targeting is all about
relevance – dynamically serving
Behavioural ad targeting process relevant content, messaging or ad
which matches the interests of a site
Behavioural ad targeting. Enables an advertiser to target ads at a visitor according to inferences about
visitor as they move elsewhere on the site, visit other sites on an ad
network return to the site, the process of remarketing to increase
their characteristics.
the frequency or number of impressions served to an individual in
the target market.
Opt-in email marketing and mobile text messaging
What is email marketing? When devising plans for email
marketing communications, marketers need to plan for:
1) Outbound email marketing , where email campaigns are
used as a form of direct marketing to encourage trial and
purchases and as part of a CRM dialogue.
2) Inbound email marketing , where emails from customers,
such as service enquiries, are managed.
The applications of outbound email marketing
communications broadly break down into customer
acquisition and retention activities. Email activities within
organisations tend to focus on customer acquisition as these
ratings (on a five-point scale) on the relative merits of
different applications of email by Chittenden and Rettie (2003)
suggest:
1) Customer retention (4.5);
2) Sales promotion (4.4);
3) Gathering customer data (3.0);
4) Lead generation (3.0);
5) Brand awareness (2.7);
6) Customer acquisition (2.1).
Opt-in email options for customer acquisition
For acquiring new visitors
and customers to a site,
there are three main options
for email marketing. From
the point of view of the
recipient, these are:
1) Cold email campaign
2) Co-branded email
3) Third-party e-newsletter
Advantages and disadvantages of email marketing
The main advantages of email marketing are:
1) Relatively low cost of fulfilment. The physical costs of email
are substantially less than direct mail.
2) Direct response medium encourages immediate action. Email
marketing encourages click-through to a website where the
offer can be redeemed immediately – this increases the
likelihood of an immediate, impulsive response. For this
reason, it is one of the best methods of attracting existing
customers to return to a site (it’s a push media).
3) Faster campaign deployment. Lead times for producing
creative and the whole campaign lifecycle tends to be shorter
than traditional media.
4) Ease of personalisation. It is easier and cheaper to
personalise email than for physical media and also than for a
website.
5) Options for testing. It is relatively easy and cost-effective to
test different email creative and messaging.
6) Integration. Through combining email marketing with other
direct media that can be personalised, such as direct mail,
mobile messaging or web personalisation, campaign response
can be increased as the message is reinforced by different
media.
Advantages and disadvantages of email marketing
Some of the disadvantages of email marketing which marketers
need to manage as they run their campaigns so that they are
closely related to best practice are:
1) Deliverability. Difficulty of getting messages delivered
through different Internet service providers (ISPs), corporate
firewalls and web mail systems.
2) Renderability. Difficulty of displaying the creative as intended
within the in-box of different email reading systems.
3) Email response decay. Email recipients are most responsive
when they first subscribe to an email. It is difficult to keep
them engaged.
4) Communications preferences. Recipients will have different
preferences for email offers, content and frequency which
affect engagement and response. These have to be managed
through communications preferences.
5) Resource intensive. Although email offers great opportunities
for targeting, personalization and more frequent
communications, additional people and technology resources
are required to deliver these.
 Email marketing success factors
Effective email marketing shares much in common with effective direct email copy. Chaffey (2006) uses the mnemonic CRITICAL
for a checklist of questions that can be used to improve the response of email campaigns. It stands for:
1) Creative. This assesses the design of the email including its layout, use of colour and image and the copy (see below).
2) Relevance. Does the offer and creative of the email meet the needs of the recipients? This is dependent on the list quality
and targeting variables used.
3) Incentive (or offer). The WIFM factor (‘What’s in it for me?’) for the recipient. What benefit does the recipient gain from
clicking on the hyperlink(s) in the email? For example, a prize draw is a common offer for B2C brands.
4) Targeting and timing. Targeting is related to the relevance. Is a single message sent to all prospects or customers on the list
or are emails with tailored creative, incentive and copy sent to the different segments on the list? Timing refers to when
the email is received: the time of day, day of the week, point in the month and even the year; does it relate to any
particular events? There is also the relative timing – when it is received compared to other marketing communications –
this depends on the integration.
5) Integration. Are the email campaigns part of your integrated marketing communications? Questions to ask include: are the
creative and copy consistent with my brand? Does the message reinforce other communications? Does the timing of the
email campaign fit with offline communications?
6) Conversation. This is to remind us that email shouldn’t just be considered as a broadcast medium and opportunities should
be taken to encourage response, for example through social media.
7) Attributes (of the email). Assess the message characteristics such as the subject line, from address, to address, date/time
of receipt and format (HTML or text). Send out Multipart/MIME messages which can display HTML or text according to the
capability of the email reader. Offer choice of HTML or text to match users’ preferences.
8) Landing page (or microsite). These are terms given to the page(s) reached after the recipient clicks on a link in the email.
Typically, on click-through the recipient will be presented with an online form to profile or learn more about them.
Designing the page so the form is easy to complete can affect the overall success of the campaign.
Social media and viral marketing
• Social media marketing is an important category
of digital marketing which involves encouraging
customer communications on a company’s own
site, or social presences such as Facebook or
Twitter or in specialist publisher sites, blogs and
forums.
• It can be applied as a traditional broadcast
medium – for example, companies can use
Facebook or Twitter to send messages to
customers or partners who have followed them.
• However, to take advantage of the benefits of
social media it is important to start to participate
in customer conversations.
• These can be related to products, promotions or
customer service and are aimed at learning more
about customers and providing support, so
improving the way a brand is perceived.
Developing a social media communications strategy
POST is a useful framework for businesses to apply to help them develop a
social media strategy, summarised by Forrester (2007). POST is a
simplified version of the SOSTAC framework introduced at the start of this
chapter:
1) People. Understanding the adoption of social media within an
audience is an essential starting point. The Forrester social media
profiling tool shows how usage varies for different demographic
groups: www.forrester.com/Groundswell/profile_tool.html.
2) Objectives. Set different goals for different options to engage
customers across different aspects of the customer lifecycle from
customer acquisition to conversion to retention. Josh Bernoff of
Forrester recommends, ‘Decide on your objective before you
decide on a technology. Then figure out how you will measure it.’
3) Strategy. How to achieve your goals. Bernoff suggests that because
social media are a disruptive approach you should imagine how
social media will support change. He says: ‘Imagine you succeed.
How will things be different afterwards? ‘Imagine the endpoint and
you’ll know where to begin.’
4) Technology. Finally, decide on the best social media platforms and
tools to achieve your goals (we reviewed the options for building
communities and generating awareness through social networks
 Viral marketing
• Social media marketing is closely related to viral marketing since social
media naturally involves ‘social media amplification’ where content is
shared.
• Viral marketing is a specific approach that involves harnessing the
network effect of the Internet and can be effective in reaching a large
number of people rapidly as a marketing message is quickly transmitted
Viral marketing. Online viral marketing, to many people in the same way as a natural virus or a computer virus.
or buzz marketing, is a form of • It is effectively an online form of word-of-mouth communications which
electronic word-of mouth is sometimes also known as ‘buzz marketing’. When planning integrated
marketing. Brands and promotions are campaigns, it is important to note that the online viral affect can be
discussed and awareness of them amplified through offline media mentions or advertising either on TV
transmitted in two main forms, either and radio or in print.
as pass along email or discussion in a • Word-of-mouth (WOM) marketing is an established concept closely
social network. related to viral marketing, but broader in context. The Word-of-Mouth
Word-of-mouth (WOM) marketing. Marketing Association (www.womma.org/wom101) explain how WOM
According to the Word-of-Mouth Marketing can be harnessed:
Association (WOMA) it is giving people a Word-of-mouth can be encouraged and facilitated. Companies can
reason to talk about your products and work hard to make people happier, they can listen to consumers,
services, and making it easier for that they can make it easier for them to tell their friends, and they can
conversation to take place. It is the art and make certain that influential individuals know about the good
science of building active, mutually qualities of a product or service.
beneficial consumer-to-consumer and
consumer-to marketer communications
 Viral marketing
• All word-of-mouth marketing techniques are based on the concepts of
customer satisfaction, two-way dialogue and transparent communications.
• The basic elements are:
1) Educating people about your products and services;
2) Identifying people most likely to share their opinions;
3) Providing tools that make it easier to share information;
4) Studying how, where and when opinions are being shared;
5) Listening and responding to supporters, detractors and neutrals

• WOMMA (Word of Mouth Marketing Association) identify different

approaches for facilitating WOM. The ones that are most relevant to online
marketing are:
1) Buzz marketing. Using high-profile entertainment or news to get people to talk about
your brand.
2) Viral marketing. Creating entertaining or informative messages that are designed to be
passed along in an exponential fashion, often electronically or by email.
3) Community marketing. Forming or supporting niche communities that are likely to share
interests about the brand (such as user groups, fan clubs and discussion forums);
providing tools, content and information to support those communities.
4) Influencer marketing. Identifying key communities and opinion leaders who are likely to
talk about products and have the ability to influence the opinions of others.
5) Conversation creation. Interesting or fun advertising, emails, catchphrases,
entertainment or promotions designed to start word-of-mouth activity.
6) Brand blogging. Creating blogs and participating in the blogosphere, in the spirit of open,
transparent communications; sharing information of value that the blog community may
talk about. Referral programmes. Creating tools that enable satisfied customers to refer
their friends.
 Viral marketing
Marsden et al. (2005) recommend 8 (eight) ways to encourage word-of-
mouth, most of which can be facilitated online:
1) Implement and optimise referral programmes. Reward customers for
referring new customers, and reward the referee as well as the referrer.
2) Set up brand ambassador schemes. Recruit brand fans as ambassadors
who receive exclusive merchandise/offers to share with their contacts.
3) Use tryvertising. A combination of ‘try’ or ‘trial’ and ‘advertising’, this is a
twist on product sampling. The idea is that rather than provide free
samples or trials to anyone in a target market, tryvertising involves
sampling on a selective and exclusive basis to lead users – ideally with
new products or services before they become widely available.
4) Use causal marketing. Associate your brand with a good cause that builds
on brand values (e.g. Nike anti-racism in sport).
5) Measure your Net Promoter Score (NPS). Track your NPS at all brand
touchpoints to find out what you are doing right, and what needs to be
improved.
6) Start an influencer outreach programme. Reach out to the 10 per cent
who tell the other 90 per cent what to try and buy with special offers and
programmes.
7) Harness the power of empowered involvement. Create advocacy – let
your lead clients, customers or consumers call the shots on your
innovation and marketing with VIP votes and polls.
8) Focus innovation on doing something worth talking about. Do
something new that delivers an experience that exceeds expectations.
Social network-related viral marketing
Microsoft (2007), which part-owns Facebook, has developed for taking advantage of social
networking through buying ad space, creating a brand space or brand channels that
enable consumers to interact with or promote a brand:
1) Understand consumers’ motivations for using social networks. Ads will be most
effective if they are consistent with the typical lifestage of networkers or the topics
that are being discussed.
2) Express yourself as a brand. Use the web to show the unique essence of your brand,
but think about how to express a side of the brand that it is not normally seen.
3) Create and maintain good conversations. Advertisers that engage in discussions are
more likely to resonate with the audience, but once conversations are started they
must be followed through.
4) Empower participants. Social network users use their space and blogs to express
themselves. Providing content or widgets to associate themselves with a brand may be
appealing.
5) Identify online brand advocates. Use reputation management tools to identify
influential social network members who are already brand advocates.
6) The golden rule: behave like a social networker. Microsoft recommends this simple
fundamental principle which will help the content created by advertisers to resonate
with social networkers: behave like the best social networkers through:
a) being creative;
b) being honest and courteous (ask permission);
c) being individual;
d) being conscious of the audience;
e) updating regularly.
Advantages and disadvantages of
social media and viral marketing
Advantages of social media and viral marketing
• The main advantage of social media and viral marketing is that an effective
viral agent can reach a large audience in a cost-effective way.
• We have also seen how consumers rate the opinions of their peers, friends
and family highly, so they can be highly influential.
• Kumar et al. (2007) have discussed the potential value that can be generated
through customer referrals in several case studies.
• Within social networks, major influencers can help spread the message
more widely.

Disadvantages of social media and viral marketing

• The main disadvantage of viral marketing is that this is a high-risk marketing
communications technique, since it requires significant initial investment in
the viral agent and seeding. However, there is no guarantee that the
campaign will ‘go viral’, in which case the investment will be wasted.
• With marketing within social networks it is challenging to engage audiences
when they are socializing with their contacts and may not wish to interact
with brands. It is also difficult to find the right types of content which will
engage audiences and they will share with their contacts. Seeding to key
influencers can help with distributing content, but seeding is a time-
consuming specialist activity.
Best practice in planning and managing viral marketing
To make a viral campaign effective, Justin Kirby
of viral marketing specialists DMC
(www.dmc.co.uk) suggested these three things
are needed (Kirby, 2003):
1) Creative material – the ‘viral agent’. This
includes the creative message or offer and
how it is spread (text, image, video).
2) Seeding . Identifying websites, blogs or
people to send email to start the virus
spreading. Seeding can also be completed
by email to members of a house list or
renting a list with the likely audience.
3) Tracking . To monitor the effect, to assess
the return from the cost of developing the
viral agent and seeding.

Today, these factors are still relevant within

online PR campaigns although we talk about
‘shareable social objects’ rather than ‘viral
agent’ and ‘influencer outreach’ rather than
‘seeding’.
 Offline promotion techniques
• The importance of offline communications in
driving visitors to a website is well-known by site
owners who find that greater levels of
investment in offline advertising using TV, print
or radio results in a greater numbers of direct
visitors to websites. This can be tracked by web
analytics which shows an increase in searches
containing the brand or campaign name or the
web address, or direct visitors who enter the site
URL into the address bar.
• Research has identified that there is a clear
correlation between investment in offline
advertising and visits to a website. For example,
Hitwise (2006) found in a study of brands
including BSkyB, Orange and the AA that
searches on brand terms and URLs increased
when offline media investment was combined
with online
Sky spend by medium compared with market share of UK internet searches, • Offline promotion refers to using
5 June–6 March communications tools such as advertising and PR
Source : The Hitwise UK Media Impact Report, September 2006 delivered by traditional media such as TV, radio
and print in order to direct visitors to an online
Note: perhatikan porsi media offline masih cukup signifikan presence.

Offline promotion. Using traditional media such as TV, radio and print to direct
visitors to an online presence.
 Advantages and disadvantages of using offline
communications to support e-commerce
Offline communications work; they are effective in achieving four critical things (the advantages):
1) Reach – since newspaper, TV and postal communications are used by virtually all consumers.
2) Brand awareness – through using high-impact visuals.
3) Emotional connection – with brand again through visuals and sounds.
4) Explanation – of the online value proposition for a brand.
A further benefit is that for any given objective, integrated marketing communications received through different media are more
effective in achieving that objective. We mentioned this cumulative reinforcement effect of integrated marketing communications
when referring to the 4Cs of coherence, consistency, continuity and complementarities

The disadvantages of using offline communications to encourage online channel usage compared to many online communications
tools are obvious. In general the disadvantages of offline communications are:
1) Higher cost. Return on investment tends to be higher for online communications such as search engine optimisation, pay-per-
click marketing or affiliate marketing.
2) Higher wastage. The well-known expression: ‘half my advertising is wasted, but I don’t know which half’, may be true about
offline marketing, but it isn’t true online if the right tracking processes are in place.
3) Poorer targeting. Targeting by behaviour, location, time, search keyword, site and site content is readily possible online. This
tends to be more targeted compared to most offline media (apart from direct marketing).
4) Poorer accountability. It is straightforward to track response online – offline it is expensive and error-prone.
5) Less detailed information. The detailed information to support a decision can only be cost-effectively delivered online.
6) Less personalised. Although direct mail can be personalised, personalisation is more straightforward online.
7) Less interactive experience. Most offline communications are one-way – interaction is possible online with the right creative.
 Incidental and specific advertising of the online presence
• Two types of offline advertising can be identified:
incidental and specific. Reference to the website is
incidental offline advertising if the main aim of the
advert is to advertise a particular product or
promotion and the website is available as an ancillary
source of information if required by the viewer.
• Traditionally, much promotion of the website in the
offline media by traditional companies has been
incidental – simply consisting of highlighting the
existence of the website by including the URL at the
bottom of an advertisement.
Incidental offline advertising. Driving • Reference to the website is specific offline
traffic to the website is not a primary
objective of the advert.
advertising if it is an objective of the advert to explain
the proposition of the website in order to drive traffic
Specific offline advertising. Driving traffic to the site to achieve direct response.
to the website or explaining the online
proposition is a primary objective of the
advert.
Public relations
• Public relations can be an important tool for driving traffic
to the website if changes to online services or online
events are significant or if a viral campaign is discussed
online.
• The days of the launch of a website being significant are
now gone, but if a site is re-launched with significant
changes to its services, this may still be worthy of
mention.
• Many newspapers have regular features listing interesting
entertainment or leisure sites or guides to specific topics
such as online banking or grocery shopping. Trade
magazines may also give information about relevant
websites.
• Jenkins (1995) argues that one key objective for public
relations is its role in transforming a negative situation
into a positive achievement. The public relations transfer
process, he suggests, is as follows:
1) from ignorance to knowledge;
2) from apathy to interest;
3) from prejudice to acceptance;
4) from hostility to sympathy.
Direct marketing
• Direct marketing can be an effective
method of driving traffic to the
website. As mentioned earlier, a web
response model can be used where
the website is the means for fulfilling
the response, but a direct mail
campaign is used to drive the
response.
• Many catalogue companies will
continue to use traditional direct mail
to mail out a subset of their offering,
with the recipient tempted to visit
the site through the fuller offering
and incentives such as competitions
or web-specific offers.
Selecting the best digital media channel mix techniques

Suggest the best mix of online (and offline) promotion

techniques to build traffic for the following situations:
1) Well-established B2C brand with high brand
awareness;
2) Dot-com startup;
3) Small business aiming to export;
4) Common B2C product, e.g. household insurance;
5) Specialist B2B product.
 Summary of the strengths and weaknesses of different
communications tools for promoting an online presence
 End of slides

H. Andri Budiwidodo, S.Si., M.I.Kom

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• FORUM: akankan Nintendo Direct ini akan lebih VIRAL dibandingkan saat peluncuran
PlayStation 5? Berikan tanggapan terbaikmu! (note: harap fokus ke konsep tentang
viral marketing, bukan ke perbedaan apa yang dilaunching. Sony meluncurkan
perangkat baru PS5, Nintendo Direct bukan tentang peluncuran perangkat baru.
• QUIZ:
Dengan berbagai kekurangan yang ada di offline promotion, di antara kekurangan
tersebut adalah: 1. Higher cost. 2. Higher wastage. 3. Poorer targeting. 4. Poorer
accountability. 5. Less detailed information. 6. Less personalised. 7. Less interactive
experience, tapi mengapa offline promotion, melalui media konvensional seperti TV,
radio, media cetak masih dianggap sangat penting digunakan? Jelaskan! (penjelasannya
harus berdasarkan yang ada di ebook, dan boleh dikembangkan dengan memberikan
contoh nyata, dari brand yang relevan).