Strategi Komunikasi Pemasaran Digital @Photomaticsid dalam Meningkatkan Brand Awareness. (Digital Marketing Communication Strategy @Photomaticsid in Increasing Brand Awareness).

Erlangga, Dewa (2024) Strategi Komunikasi Pemasaran Digital @Photomaticsid dalam Meningkatkan Brand Awareness. (Digital Marketing Communication Strategy @Photomaticsid in Increasing Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Digital marketing has become crucial for companies due to the shift of consumers to online platforms. Social media has become an effective platform for digital marketing, with the ability to increase brand awareness and direct interaction with consumers. This research uses a descriptive qualitative research method that aims to describe and illustrate the current phenomenon, with data collection techniques through observation, interviews with 4 resource persons consisting of 3 marketing teams and 1 Photomatics consumer, and documentation. Data analysis is carried out by data reduction, which is a process of selection, focusing on simplifying the rough data that emerges from written notes in the field, presenting data, namely a set of information arranged to allow drawing conclusions, and drawing conclusions is carried out by researchers continuously while in the field. Using the AISAS model theory, the results show that Photomatics' digital marketing communication strategies are aligned. In the attention element, Photomatics maps the audience and creates relate and trend content to attract attention. In the interest element, they collaborate with the fanbase/community to create product content according to the audience's desires to attract interest. On the search element, Photomatics works with Key Opinion Leaders to encourage audiences to search for more information about the brand. In the action element, the content created encourages likes, comments and purchases, and Photomatics actively interacts with the audience to maximise engagement. On the share element, Photomatics often organises giveaways to encourage audiences to share and recommend the brand, thereby increasing brand awareness.

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