Marketing and Advertising Strategy in Achieving the Top of Mind (Samsung Brand Case Study)

Abstract

Technological progress and competition between companies in the globalization era is increasing. New media plays an increasingly important role in advertising and marketing. In addition, the companies’ survival depends on the presence of audiences/consumers. Therefore, determining how to utilize this new media/technology and determining how effective and efficient digital advertising and marketing strategies so that advertising has an appeal to the audience and the products offered are acceptable to the audience and right on target, and in accordance with the specified target is important and interesting to study. To obtain a framework of important concepts and the best strategy of effective marketing and advertising, the author utilizes the literature review method with qualitative approach. In doing advertising and marketing, it is important to pay attention to the objectives, audience, and distribution / media of advertising and marketing. The use of various media such as social media, online advertising, digital signage, and also endorsers are also important factors in advertising and marketing success. Advertising and marketing strategies help to better understand consumers and see how best to engage and empower the audience / consumers to get what they want. Here technology has created a new environment, where power has shifted from advertisers to consumers. This research produced a variety of important strategies and the best media which can succeed advertising and marketing, attract audiences, obtain the AIDA (Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind.

Digital Integrated Marketing Communications (Dimc) Activities of Digital Products Financial Technology (Fintech) “Alami”

“…It is quoted in (Kurnia, 2013) that social media in Indonesia is growing very rapidly, as indicated by the growing number of active users. Here technology has created a new environment, where power has shifted from advertisers to consumers (Putri & Irwansyah, 2020), This is also supported by research conducted by Candrasari (2016) which states that there is dependence on the use of the internet, where in this study Candrasari (2016), jokingly stated in (Candrasari, Permata, Rachmania, & Claretta, 2020) that women cannot be separated. from the social media it has.…”

Rebranding Dan Upaya Peningkatan Loyalitas Pelanggan

“…Media sosial dapat menjangkau publik tanpa dibatasi oleh ruang dan waktu, sehingga iklan akan cepat dan mudah menyebar, tentu saja harus dapat disesuaikan dengan karakteristik target audiens, sehingga iklan yang ditampilkan tepat sasaran, disukai, diminati, dan membangkitkan kesadaran audiens dari sebuah merek. (A. V. Putri & Irwansyah, 2020). Sebuah perusahaan juga harus gesit karena media sosial terus berubah dan penggunanya juga terus berubah.…”

Constructing Engagement Method of Attracting Viewers Attention to Digital Advertisement

“…The differences in generation level including their different passion, experience, and lifestyle could be studied to manage an effective method. In addition, effective strategies of marketing and advertising must pay attention to the objectives, audience, distribution, social media use, endorsement, technology use, and engagement to customers' needs (Putri & Irwansyah, 2020). Popular figure as the endorsement model is also one side to be studied and compared because the figure's personal and professional image influence the advertisement product to be accepted by the customers.…”