PROPOSED CONTENT MARKETING STRATEGY FOR ADDICTEA

• Main Author: Adhitya Purnama, Ricky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53199
• Institution: Institut Teknologi Bandung

Technological development have changed consumer behavior. Based on research conducted by ‘Think With Google’ shows that mobile phones play a role as consumers' personal consultants. As many as 98% of people search for brands or products through their mobile phones. In this case, the company's online communication depends on the quality of content presented. Quality content means relevant to the audience. Addictea is facing problems with this. Especially in creating content that is able to build engagement from the audience. Engagement means that there are attraction and interactional communication between the brand and its audience. This research was conducted to understand how Addictea consumers consume the content. So that Addictea can develop relevant content marketing. This study used a qualitative method. Qualitative analysis can provide in-depth information on how consumers see and process ads and their meaning (Belk, 2017 on Petrescu & Lauer, 2017: 2249). This research addresses two main problems. First, what social media are used by consumers. Addictea needs to know the proper content format and understand their behavior on social media. Second, what are customer preferences of content on social media. Addictea needs to know its customer preferences of content, because content marketing is need based or what consumers want to see. The author develops a content marketing strategy to resolve business issues using ‘content marketing formulation’ initiated by Setiawan and Savitry (2016). Implementation plan for this strategy is created for one month to get the preliminary results of this workflow. After that Addictea can do an overall evaluation. The results of this strategy and implementation plan are expected to solve the business issue faced by Addictea.