PLANNING MARKETING

CAMPAIGNS

“Digital Marketing: Using New Technologies to Get Closer to Your Customers” -

Will Rowan

Aliyah Rifdha Syam

 Mengandalkan 4P :

Pemasaran Product Price Place Promotion

Tradisional

4P Cerminan pemikiran perusahaan tradisional :

1.Fungsi Manufaktur : Membuat Produk atau layanan atau
mengelola outsourcingnya
2.Fungsi pemasaran : bertanggungjawab dalam promosi
3.Fungsi gabungan departemen : penetapan harga
4.Fungsi distribusi : mengirimkan produk ke pasar
’PERSONAL’ JOINS THE MARKETING
‘PS’

at k an
nd ek
Me

Konsultan Pemasar

Memiliki ide yang mirip untuk melakukan pemasaran terhadap individu:

“biaya untuk mendapatkan pelanggan > biaya mempertahankan pelanggan”

“penurunan biaya pemrosesan data dan perangkat lunak analisis membuatnya praktis
bagi perusahaan untuk memiliki pemahaman yang lebih rinci tentang kinerja bisnis
mereka, pelanggan demi pelanggan”

“ada keuntungan keuntungan yang signifikan yang harus dibuat dengan mengurangi
biaya pergantian pelanggan ke bisnis.”
 Organisation
TE tightly focus to
MP CHANG Mission Marketing structure
R OR E
E developed to become
reflection of the
channels it serves
 1. Relationship
between Supplier
and seller
2. Distinction
between national
DIGITAL and local no longer
ACCELERA valid
TECHNOLOGY TE 3. News paper from
printed to
electronic
distribution model
4. etc
THE EFFECT ON ‘PRICE’, ‘PRODUCT’ AND ‘PLACE’

PRIC
E
Why?
Price effect on
Customer
new marketplace expect low
(digital) price,

Price pressure need not be downwards:

digital networks can make products
available to customers when they
are needed, and charge a premium for that
availability
 Upgrade your sales person !!!

Current
Because customers
Trained in Trained to make very easy to
sales and favorable compare the
selling their comparison to products
product competitors

That’s why now a few company start to give the services for customization of them
product such as DELL :
“Increasingly, their intended purchaser will specify products before they are
manufactured. This is a natural continuation of the evolution from mass production
through mass customization to personal manufacturing. It is an evolution that has
already been seen in computer manufacturing. Dell’s breakthrough was to have
customers pay for computers before they had been built and before Dell had bought
the components needed to manufacture each individual machine.” PRODUC
T
Change marketer view of PLACE !!!

PLACE

COME Just click and

to I will send to
My Store you
 CREATING BRAND-CONSISTENT DIGITAL
PROMOTIONS

Be Consistent!!!

There has been a change from a very clear media

hierarchy to a ‘hyperarchy’ in which the company
does not control the sequence in which the customer
encounters its material.

Consumer Have a lot of media and Brand and promotion consistency is important
we need to consistent on brand and because individual consumers carry their perceptions
promotion across different media.

Consumers should be able to find their brand

walking, talking and behaving with some consistency
wherever they encounter it.
BUILDING DIGITAL MARKETING MODELS AROUND
CUSTOMERS

By placing customers at the centre of the

io n

digital network, and accepting that the

mm tal
ca t

pla keting
ng customer has control over the network, the
Co Digi
uni

n ni
organization of marketing around
r
Ma

customers becomes fundamental to

successful digital marketing.
KEAMANAN INFORMASI PRIBADI DALAM
DUNIA DIGITAL
DIGITAL MARKETING SEPERTI 2 SISI MATA
UANG

Feedback + -
MOST PEOPLE DO NOT LIKE RECEIVING
AUTOMATED, IMPERSONAL MARKETING
BUILDING PERCEPTIONS IN A DIGITAL
ENVIRONMENT
DIGITAL CUSTOMERS’ INPUT TO PRODUCT
EVOLUTION

PERCEPTION
IS CONSUMER
FOCUS
DEVELOPING CUSTOMER PARTNERSHIPS IN DIGITAL
MEDIA
Don’t do this :
1.Limited communication to the customers
2.Soon as possible to solve the complain
3.Don’t too much used cross-sell program
Do this :
1.Actively response customers question to build
a good history-Historical information reflect your
current customers
2.Create feedback and survey- used 3’rd party is
the good choice for independency
3.Ask the simply way on your survey or
feedback form
USE COMMUNITIES TO INFORM AND MANAGE CUSTOMER
PERCEPTIONS

Idea
Free survey
Group of Product Company
customers improvement customer
communication Product service
Innovation

Good management to personalize the communication are needed

 CUSTOMER RELATIONSHIP THAT BENEFIT
CUSTOMER

On traditional marketing record

store

customer analyze

personalize
 CUSTOMER RELATIONSHIP THAT BENEFIT
CUSTOMER

On digital marketing

Note:
important to recognize “the speed” of customers pass
through their buying process
Salesperson  digital promo (product 7 services at
the same time, it becomes the Identity
 HOW TO LEVERAGE CUSTOMER
RELATIONSHIPS IN THE DIGITAL ERA

Good review:  1: 1000

Bad review  1:5000
 THE VALUE OF PERSONALIZING
PRODUCTS, SERVICES AND PRICING
SOMETHING NEVER CHANGE

2 fundamental
changes that will
not take place: