On Wednesday, June 2, 2021, the Entrepreneurship course of TPHP UGM held a guest lecture with the theme “Digital Marketing 101: How to Improve Your Online Presence with Digital Marketing Strategy”. This guest lecture was presented by Raissa Sabrina, Ex Social Media Strategist of Female Daily Network, and hosted by Andika Wicaksono Putro, S.T.P., M.Sc., lecturer of TPHP UGM. The guest lecture which took place at 07.15-09.00 WIB was held through the Webex platform and attended by 102 participants.
Marketing is all activities carried out by a company to promote products or services, including the product development process, distribution methods, product or service sales methods, sales strategies, and advertising. In general, marketing aims to make more people aware of the products or services offered, educated, and then can increase sales. Some roles in marketing include business development, brand marketing, relationship manager, sales executive, digital marketing officer, social media specialist, and others.
There are three types of marketing, namely above the line, below the line, and through the line. Above-the-line marketing aims at brand awareness and the media used are usually flyers, TV, radio, billboards, and movie theaters. This marketing requires high costs, the audience obtained is very wide and only relies on one-way communication, and feedback is not immediately obtained. Below-the-line marketing aims to get responses from customers and the media used are usually email, exhibitions, and telephone. This marketing requires relatively high costs, the audience obtained is limited, but there is two-way communication, and feedback is immediately obtained. Marketing through the line has the purpose of brand awareness and obtaining responses from customers. The media used is usually a combination of above-the-line and below-the-line marketing. This marketing requires relatively low costs, the audience obtained is very wide but can be selected according to the desired target audience, and immediate feedback is obtained.
The advantages of digital marketing include a targeted audience, an interactive platform, trackable and measurable, and easy to implement. Digital marketing can set the target audience with certain characters, demographics, interests, and behaviors. A very diverse and interactive platform makes digital marketing have billions of active users who spend a lot of time on the internet. In addition, there is a marketing funnel or commonly called the AIDA (Attention, Interest, Desire, Action) concept that is used to prepare a campaign so that it can determine its objectives and matrices that will appear in the form of numbers and are easy to convey. Finally, digital marketing is easy to implement because nowadays it seems like no one does not play social media.
Some of the roles in digital marketing include website, content, SEO (Search Engine Optimization), SEM (Search Engine Marketing), social media, social media marketing, KOL marketing, and email. The website is part of the duties of the developer, back end, front end, product analyst, UI/UX designer, UI/UX writer, and SEO specialist. Content is the job of the Chief Marketing Officer/Art Director, copywriter, designer, content creator, and photographer/videographer. SEO is the job of an SEO specialist, both on-page (optimization on the website) and off-page (optimization outside the website for backlinks and increasing domain authority). SEM has almost the same function as SEO, but SEM is a paid strategy and SEO is an organic strategy. Social media is the job of a social media specialist, content planner, and social media strategist. KOL (Key Opinion Leader) marketing is one way to cross-promote so that brand awareness is wider with predetermined behavior. Then, email can be used to establish good relationships with customers so that demand for products remains stable or even increases.
The strategy in digital marketing is to optimize all aspects. In the Digital Marketing Trifecta concept, 3 elements need to be considered, namely owned, paid, and earned. “With these 3 elements, we can utilize owned, earned, and paid media for a comprehensive marketing strategy,” said Mbak Sasa.
The Entrepreneurship Guest Lecture video can be accessed via the following link