Optimalisasi Integrated Marketing Communication dalam Mempertahankan Brand Awareness pada Aplikasi Schooltalk. (Optimizing Integrated Marketing Communication in Maintaining Brand Awareness on the Schooltalk Application).

Alvionida, Lovia (2024) Optimalisasi Integrated Marketing Communication dalam Mempertahankan Brand Awareness pada Aplikasi Schooltalk. (Optimizing Integrated Marketing Communication in Maintaining Brand Awareness on the Schooltalk Application). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The background of this research is to understand the importance of Integrated Marketing Communication (IMC) in maintaining brand awareness of the SchoolTalk app amidst increasingly fierce competition in the digital education industry. The purpose of this study is to identify effective IMC strategies to maintain and increase brand awareness among SchoolTalk app users. The methodology used in this research is a qualitative approach with a case study research type, by collecting data through in-depth interviews with users, market analysts, and digital marketing experts. The results showed that the consistent and integrated use of Integrated Marketing Communication (IMC) through various communication channels such as social media, email marketing, and digital events, was able to increase user interaction and engagement. In addition, customization of marketing messages based on user feedback also contributed to increased user loyalty. In conclusion, an integrated and adaptive IMC strategy is key in maintaining brand awareness of the SchoolTalk app in a dynamic and competitive market.

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