MARKETING STRATEGY OF SHARING VIDEO PLATFORM TO INCREASE THE NUMBER OF VIEWERS: A STUDY ON VIDIO.COM
The movement of the creative industry develops very rapidly, ranging from the kind of work created, the characteristics of the people involved in it, to the existence of the platform to enjoy the work itself. This business opportunity becomes very visible and interesting with statistics that show pe...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/46602 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The movement of the creative industry develops very rapidly, ranging from the kind of work created, the characteristics of the people involved in it, to the existence of the platform to enjoy the work itself. This business opportunity becomes very visible and interesting with statistics that show penetration internet users and average time they spent for using an internet and social media in Indonesia. According to the research from Indonesian Internet Service Providers Association (APJII) about how big penetration internet users in Indonesia in 2018, from total population of Indonesia as much as 264.16 million, there are 171.17 million people who are using an Internet or in percentage it can convert to 64.8% of the population use the internet. One of the trends of people doing this activity is due to the popularity of a video sharing platform that originated in the United States, namely YouTube. This phenomenon penetrated all over the world, no exception Indonesia.
According to the research about most visited internet content of entertainment category in 2018, for the first-time watching movies and videos reach 45.3% as most visited content of entertainment category. However, Vidio as a sharing video platform that originating from Indonesia has difficulty to reach their management target to get the number of viewers and also based on the questionnaire that the author spread to the public from 80 respondent only 30% had used or accessed Vidio. At this point, Vidio should to find a solution to solve this problem.
To analyze the problem, the author using generic framework includes PESTEL analysis, SWOT Analysis, and Segmenting, Targeting, and Positioning Analysis. The generic framework helps the author to analyze in terms of internal and external factors that will affect the company. Then the process will continue towards Analysis with thematic framework, this is used to analyze the problems that occur more specifically and in detail. The framework that is used for research this time consists of The Five A’s Model Analysis, Drivers of Watching Video, and Consumer Decision Journey Analysis. The Five A’s Model used to analyze the condition of the company in the market including awareness people to the brand of Vidio, Drivers of Watching Video used to assess what factors trigger a user to watch a video-formatted content and Consumer Decision Journey Analysis help to analyze the interactions that occur with the user with the company, product, or service that the company provides.
In order to solve the problem which to increase the viewers and increase brand awareness of Vidio in public. Therefore, the author proposed a solution through determine a new segmenting, targeting and positioning to get the specific user that will loyal and suit with the strength of Vidio, and also marketing strategy using Integrated Marketing Communication to help Vidio get more viewers and elevate the branding of Vidio. |
|---|