MANAGING DIGITAL

COMMUNICATIONS:
Online, Social Media, and
Mobile

By: Yossy Eka Pradita

(190810201146)
ONLINE
MARKETING
Marketers distinguish paid and owned media from earned (or
free) media. Social media play a key role in earned media. A
large part of owned media consists of online marketing
communications.
 ADVANTAGES & DISADVANTAGES OF
ONLINE MARKETING COMMUNICATIONS

People Activities in Indonesia When Getting Internet

2% 1%
3% 2%
Social Media
● ADVANTAGES 4%
News/Information
- marketers can easily trace their effects
- contextual placement 8% 29% Entertainment
- place advertising based on keywords Doing Task
E-mail
● DISADVANTAGES Searching Goods/Service
10%
- consumer can effectively screen out Buying Goods/Service
most messages E-Banking
- advertisers can lose control Selling Goods/Service
- marketers must go where the customer are Etc.
17%
25%

Source : databoks.katadata.co.id
 ONLINE MARKETING COMMUNICATION
OPTIONS

Web Sites Search Ads Display Ads E-Mail

An important component of
Embody or express online marketing is paid research Usually rectangular boxes Allows marketers to inform &
purpose, history, shaped containing text & communicate with customers
& pay per click ads.
products, & vision. perhaps picture on at a fraction.
relevant web sites.
 SOCIAL MEDIA
Social media are a means for consumers to share text,
images, audio, and video information with each other and
with companies, and vice versa. Social media allow
marketers to establish a public voice and presence online.
 SOCIAL MEDIA PLATFORMS

SOCME
D

Online Communities & Blogs Social Networks

Forums
These online communities and forums
can be a valuable resource for companies
and fill multiple functions
by both collecting and conveying key
information.
Some consumers use blogs and
videos as a means of getting
retribution for a
company’s bad service or faulty
products.
Social networks have become an
important force in both business-to-
consumer and
business-to-business marketing.
WORLD TOP SOCIAL NETWORKING SITES
(periode 25 Januari 2021)

2.7 M 2.3 M 1.2 M

facebook youtube instagram

Source : databoks.katadata.co.id
USING SOCIAL MEDIA
social media are rarely the sole
source of marketing
communications for a brand.

● Social media may not be as effective in attracting

new users and driving brand penetration.
● Consumers are most likely to engage with media,
charities, and fashion and least likely to engage
with consumer goods.
● consumers may use social media to get useful
information or deals and promotions or to enjoy
interesting or entertaining brand-created content.
WORD OF
MOUTH
Social media are one example of online word
of mouth. Word of mouth (WOM) is a
powerful marketing tool.
 WHAT KIND OF WORD OF MOUTH?

Measuring The
Effects of WOM
Many marketers concentrate on the
Creating WOM Buzz online effects of word of mouth, given
Companies can help create the ease of tracking them through
buzz for their products or advertising, PR, and digital agencies.
Forms of WOM services, and media and
advertising are not always
Viral marketing is a form of online word of
necessary for it to occur.
mouth, or “word of mouse,” that encourages
consumers to pass along company
-developed products and services or audio,
video, or written information to others
online.
 MOBILE
MARKETING
Given the presence of smart phones and tablets
everywhere and marketers’ ability to personalize
messages based on demographics and other
consumer behavior characteristics, the appeal of
mobile marketing as a communication tool is
obvious.
 THE SCOPE OF
MOBILE MARKETING
Much recent interest has been generated in mobile apps—bite-sized software
programs that can be downloaded to smart phones. Apps can perform useful
functions—adding convenience, social value, incentives, and entertainment and
making consumers’ lives a little or a lot better. Smart phones are also conducive
to boosting loyalty programs in which customers can track their visits to and
purchases from a merchant and receive rewards.
DEVELOPING EFFECTIVE MOBILE
MARKETING PROGRAMS

Mobile ad copy should occupy only

50% of the screen, avoiding complex Brands should place their logo in
viewing experiences that may take a the corner of the mobile ad frame.
toll on consumers’ battery and data
availability as well as on their time.

Ads should use at least one bright

Brands should limit their ads to a
pair of phrases—the offer and the
tagline.
color, but no more than two. Calls
to action should be highlighted
with a
bright color.
MOBILE
MARKETING
ACROSS MARKETS
Although a growing population segment
uses smart phones and tablets for
everything from entertainment to banking,
different people have different attitudes
toward and experiences with mobile
technology.
 THANKS!
Do you have any questions?

CREDITS: This presentation template was created by Slidesgo,

including icons by Flaticon, infographics & images by Freepik and
illustrations by Stories

Please keep this slide for attribution