1. DIGITAL MARKETING
COMMUNICATION
AND SOCIAL MEDIA
Wifka Rahma Syauki, M.Si

2. Memberikan pandangan komprehensif tentang pemasaran digital melalui teori dan aplikasi langsung.
Perkembangan teknologi saat ini memungkinkan kita untuk berkomunikasi dengan berbagai media
perantara digital, mulai dari buletin, newsletter, tweet, instagram. Maka dari itu penting bagi mahasiswa
untuk memahami dan mampu menggunakan strategi yang sesuai kepada siapa pesan ingin disampaikan.
Deskripsi Mata Kuliah
Learning Outcome
Mahasiswa diharapkan dapat memperoleh pengetahun dan pengalaman yang komprehensif tentang
bagaimana mengembangkan strategi pemasaran digital dan media sosial mulai dari perencanaan sampai
implementasi.

4. Introduction
Marketing 3.0 – Human-centric Marketing
• Konsepnya adalah bahwa pemasaran berubah dan
berkembang seperti semua hal lain dalam bisnis dan
teknologi. ...
• Pemasaran baru bersifat holistik dan berfokus pada
konsumen, pikiran, jiwa, emosi, dan tubuh.
• https://www.youtube.com/watch?v=26clLAyhRRQ
Marketing 4.0 – Digital interaction alone is not sufficient
• Pendekatan pemasaran yang menggabungkan interaksi online
& offline antara perusahaan dan pelanggan.
• Keaslian adalah aset paling berharga.
• Memanfaatkan konektivitas mesin-ke-mesin dan kecerdasan
buatan untuk meningkatkan produktivitas pemasaran
• https://www.youtube.com/watch?v=t9o20TIz_t4

6. Moving from Traditonal to Digital Marketing
Segmentation & Targeting
CustomerCommunity
Confirmation
Differentiation Brand Clarificationof
Characters and Codes
Selling the Four P’s Commercialising the
Four C’s
Collaborative CustomerCare
1
2
Brand Positioning &
3
4
Customer Service Processes

7. From Segmentation & Targetingto Customer CommunityConfirmation
Segmentation & Targeting
Homogenous groups
Targeting a preferred segment
Efficient resource allocation
Sharper postioning
Serve multiple segments with
differentiated offerings
Vertical Relationshipbetween
brand and customer
Unilateral decisions madeby
marketers
Customer Community
Confirmation
Customers are socially connected
Horizontal relationship between
brand and customer
Communities are the newsegment
Communities are naturallyformed
by customers
Immune to spaming &irrelevant
advertising
Reject company’s intrusion

8. Segmentation & Targeting
Customer Community
Confirmation

9. Brand Positioning&
Differentiation
A setof
images
• Name
• Logo
• Tagline
Representati
on ofoverall
customer
experience
A platform
for
company
strategy
FromBrandPositioning& DifferentiationToBrandClarificationof Characters andCodes
Distinguishing competitors
Brand
Positioning
→ Battle for the customer’s mind
→ Authentic set of differentiation to
support positioning
→ Exhibit True Brand Integrity
→ Consistent brand identity
communication
Clarification ofCharacters
and Codes
Transparency
Nolonger
fake
promises
Customer
can
evaluate/scru
tinise brand’s
positioning
promise
Way Out?
Consistent brand characters & codes
The core of the brand remains true
The outer imagery can be flexible

10. Pada saat Boston
Marathon 2019
Partisipan diminta
untuk membuat
video dengan
running apparel dan
perjalanan
marathon mereka

11. FromSelling4 P’sToCommercialisingthe4 C’s
Co-Creation Currency
Communal
Activation
Conversion
Product Price Place Promotion 4 P’s
Company
Controlled
Cost, competition,
customer value
based
Distribution
Decision
What to offer How to offer
Advertising, public
relations, and sales
promotion
Optimally Designed
Marketing Mix to attract
customers
New Product Development
Strategy
Dynamic Pricing in
place of standardised
Involving customers –
improved success rate,
personalised products,
superior value proposition
Unique pricing for
each customer based
on data analytics
Price similar to currency
for it fluctuates with
demand
Peer-to-peer
distribution
Customers Demand
Instant access to
products and services
Both customers and
companies can
interact with the
each other
4 C’s
Increased customer
participation
Transparent
commercialisation
Way Out?
A need for changing selling techniques

12. CustomerService
Processes
FromCustomer ServiceProcesses ToCollaborative Customer Care
Collaborative
CustomerCare
Customers as targets
Customers considered kings
Strict guidelines & standard operation
procedures
Service personnel responsible for specific
roles
Customers as equals
Companies demonstrates genuine concern – listening,
responding, & consistently following through
Companies invite customers to participate in the
process – using self-service facilities

13. Integrating Traditional and Digital Marketing

14. Marketing 4.0 adalah perpaduan strategi pemasaran tradisional dan digital yang
dimaksudkan untuk melibatkan pelanggan secara lebih efisien. Dengan
menggunakan koneksi online dan offline, pemasar dapat mengidentifikasi dan
bersiap untuk membangun keterlibatan dan advokasi/kecerdasan pelanggan
yang lebih baik.
Conclusion

15. CREDITS: This presentation template was
created by Slidesgo, including icons by Flaticon,
and infographics & images by Freepik.
THANKS!
Do you have any questions?
wifka@ub.ac.id
08121728869
Referensi:
Kotler, Philip., Hermawan Kartajaya., dan Iwan
Setiawan. 2017. Marketing 4.0 (Moving From
Traditional to Digital). New Jersey; John Wiley & Sons,
Inc.