STRATEGI PEMASARAN IKLAN DIGITAL TRANS TV MELALUI AKUN MEDIA SOSIAL (Periode Tahun 2018 – 2019)

PRAKOSO, ADITYA RURUH BAGUS (2022) STRATEGI PEMASARAN IKLAN DIGITAL TRANS TV MELALUI AKUN MEDIA SOSIAL (Periode Tahun 2018 – 2019). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Social media is now used by companies or organizations as a medium for sharing information with the public about the activities or products of the company. No exception, television companies also have social media accounts as anti-mainstream promotional media to inform activities and program impressions before broadcasting on television and replaying them to the audience through social media. The development of social media has also made several television companies develop new media based on their own social media applications. Data from statista shows that social media users spend three hours per day, higher than watching television which is only two and a half hours per day. This study aims to find out how the integrated digital marketing communication strategy is carried out on Trans TV's official social media in marketing digital advertisements through social media and find out the obstacles that arise. This research uses a qualitative approach with a case study method. Structured interview with Trans TV's digital content creative team. The results of this study indicate that in carrying out integrated digital marketing between TV programs and social media, Trans TV divides in two ways, namely through digital promotion and digital activation. Keywords: Digital Marketing, Integrated Marketing Communication, Social Media, Television Media sosial kini digunakan oleh perusahaan atau organisasi sebagai media berbagi informasi kepada khalayak tentang kegiatan atau produk dari perusahaannya. Tidak terkecuali perusahaan televisi juga memiliki akun media sosial sebagai media promosi anti mainstream untuk menginformasikan kegiatan dan tayangan program sebelum tayang di televisi dan memutarkan kembali kepada penontonnya melalui Media sosial. Perkembangan media sosial juga membuat beberapa perusahaan televisi mengembangkan media baru berbasis aplikasi Media sosial buatan mereka sendiri. Data dari Statista 2020 menunjukkan pengguna sosial media menghabiskan waktu tiga jam per hari, lebih tinggi daripada menonton televisi yang hanya dua setengah jam per hari. Penelitian ini bertujuan untuk mengetahui bagaimana strategi komunikasi pemasaran digital terpadu yang dilakukan pada media sosial resmi Trans TV dalam melakukan pemasaran iklan digital melalui media sosial dan mengetahui kendala yang muncul. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Wawancara terstruktur kepada tim digital content creative Trans TV. Hasil penelitian ini menunjukkan dalam melakukan pemasaran digital terpadu antara program TV dan media sosial trans tv membagi dua cara yaittu melalui digital promotion dan digital activation. Kata kunci: Pemasaran Digital, Komunikasi Pemasaran Terpadu, Media Sosial, Televisi

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