THE INFLUENCE OF A SUCCESSFUL DIGITAL MARKETING CAMPAIGN ON DIOR’S BRAND PERFORMANCE

• Main Author: Aulia Mohammad, Ghiffari
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68121
• Institution: Institut Teknologi Bandung

Studies have been conducted on digital marketing campaign influence on Dior brand’s performance. Digital marketing has become an important component of today's business environment (Sheth et al., 2008). Pouzder (2015) added Digital marketing goes beyond internet marketing to include outlets that do not rely on the Internet. A digital marketing campaign comprises establishing a marketing strategy across all digital platforms where customers interact with a company in order to increase conversion rates. Traditional or physical media can be used in combination with a digital marketing effort. However, this study's findings show that digital marketing, including social media, website search engine optimization, and digital marketing initiatives, has a significant impact on a brand's success. Additionally, Dior is thought to have a strong online presence across all social media platforms and brand-related events in general. It's crucial for the business to use the appropriate platform and strategy when engaging in digital marketing. Additionally, the corporation will be able to reach a larger consumer base or audience thanks to cost reductions, customer feedback and acceptance, which are both significant factors in the success of the Dior brand. Even in the absence of digital marketing activity, brand performance might suffer greatly. The primary method used by Dior to promote its brands to current and potential customers is digital marketing.