Pradana Kusuma
Strategi Pemasaran
Digital
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Tujuan Pembelajaran
• Pendekatan apa yang dapat digunakan untuk membuat strategi
pemasaran digital?
• Bagaimana strategi pemasaran digital terkait dengan pengembangan
strategi lainnya?
• Apa saja opsi strategis utama untuk pemasaran digital?.
“ Question :
Apa masalah perusahaan jika tidak ada
strategi E-marketing?
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Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 62–78.
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Apa itu Strategi Pemasaran Digital?
Stage 2.
Stage 1. Low-level Common Traffic:
Diffuse Diffuse Aware
Unplanned objectives initiatives visitor acquisition
management
Stage 3. Specific Conversion &
Stage 1. Annual planning
Centralised organisational Centralised Involved customer
Unplanned collaboration
management objectives experience
Stage 4. Refined
Stage 1. Driving
Decentralised online channel Decentralised Partnership Retention
Unplanned performance
operations improvement
Stage 5. Integrated
Stage 1. Whole lifecycle
Integrated & multi-channel Integrated Integral Complete
Unplanned optimisation
optimised improvement
Source: E-consultancy (2005) report ‘Managing an E-commerce team’ Author: Dave Chaffey
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Analisis SWOT khusus saluran digital umum yang menunjukkan peluang dan
ancaman khas yang disajikan oleh media digital
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THANKS!
Pradana Kusuma
Dave Chaffey, Fiona Ellis-Chadwick - Digital Marketing