Katarina Alverisa, Muhammad Aras, Suparman, Tiara Qanitah
Bina Nusantara University,
Indonesia
Email:
[email protected], [email protected],
[email protected], [email protected],
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keywords: conventional
marketing,� consumer
satisfaction, digital marketing |
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ABSTRAK |
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This article
discusses the strategies for overseeing the marketing communication of a
Local Coffee Brand, utilizing both digital and conventional methods. In
conventional marketing, Local Coffee Brand use media promotion tools such as
banners and word of mouth in their stores. However, there is a limited number
of target markets in stores, and Local Coffee Brand uses other digital tools
in the promotion. As such, this article aims to shed light on the challenges
concerning the use of digital marketing and traditional methods in the Local
Coffee Brand industry. To achieve this, content analysis and semi-structured
interviews have been utilized to glean comprehensive insights from both the
owner and the brand marketing team, all of whom possess significant experience
in steering the digital marketing communication strategy. In digital
marketing, Local Coffee Brand leverages its application, social media
platforms, and website to gain significant advantages. These channels serve
as swift and cost-effective tools for marketing communication, particularly
in product promotion, advertisement dissemination, and brand awareness. It�s emphasized that managing marketing communication
through digital platforms is a strategic approach to inform, persuade, and
remind consumers about the offerings of Local Coffee Brand. The study's
findings indicate that digital marketing, along with conventional methods,
has emerged as an effective communication tool for swiftly and
cost-efficiently disseminating promotional messages to consumers compared to
traditional media. |
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Ini adalah artikel akses terbuka
di bawah lisensi CC BY-SA . This is an open access article under the CC BY-SA license. |
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INTRODUCTION
Many companies utilize the advancement in communication technology during the digital age to conduct a variety of promotional activities aimed at attracting consumers. Businesses employ both digital and traditional marketing strategies as tools to increase their profits. Marketing communication encompasses various external communication methods designed to achieve the marketing objectives of a product or service (Jin et al., 2019). One method is product packaging modification, where the design and appearance of packaging are altered to attract consumer attention or create a perception of higher value.
In today's context, communication surpasses conventional means such as banners and spoken interactions; it encompasses the utilization of applications and social media platforms to implement marketing strategies. Currently, almost every company or individual involved in business utilizes social media for tasks ranging from information dissemination and persuasion to presenting product offers to consumers. Presently, business people employ diverse methods to move away from traditional media platforms. Before engaging in marketing communication, there exist interrelated strategies aimed at achieving success in line with the desired target market (Reinikainen et al., 2020).
Many companies in Indonesia implement
this way. One of them is this Local Coffee Brand which is from Indonesia and
routinely uses digital and conventional marketing methods as a tool for
marketing communication. As a coffee establishment that adheres to technology
in marketing communication, Local Coffee Brand uses several offline and online
media as a form of communication in advertising or marketing their items to
consumers. This study will explore the correlation between communication
instruments in digital and traditional mediums concerning their marketing
endeavors. Therefore, this article will investigate the planning of Local
Coffee Brand marketing communication strategies through digital marketing and
conventional which includes the message to be conveyed to customers.
METHODS
The study�s objective is to develop a comprehensive
grasp functioning of digital and conventional marketing communication managed
as an antecedent to consumer satisfaction at Local Coffee Brand. In line with constructivism,
we employ a research approach to collect data in a case study. The
constructivism paradigm of this research is an approach to understanding that
knowledge is not only passively received, but also actively constructed by a
personal through engagement with their surroundings. In this context, knowledge
is viewed as a mental construction shaped by an individual�s experience,
perception, and understanding (Singh et al., 2019). The article adopts a
constructive perspective and employs a qualitative methodology. This research
focuses solely on one case study without analyzing other units (Taylor, 2020).
The researcher's goal is to acquire a more profound comprehension of a subject,
issue, or phenomenon, especially when information about the topic is limited or
not well-known. The research constitutes a single-case investigation primarily
relying on interviews with employees engaged in marketing communication to
gather data. To analyze the collected data, thematic analysis is used.
The initial aspect of research philosophy concerns the
perspective on the nature of reality, termed ontology. At the ontological
level, there are two viewpoints regarding reality, namely objectivism and
constructionism. In this article, the authors embrace a constructionist
approach, suggesting that social phenomena are contingent upon individual
perceptions and vary depending on the context.�
When investigating a topic, assumptions emerge throughout each phase of
the process. These assumptions are entirely shaped by the researchers' research
philosophies, facilitating intersections of viewpoints on the subject under
examination. Research philosophy, in essence, comprises a set of assumptions
aimed at understanding the functioning of the world and its practical
application. The pivotal rationale behind pinpointing research philosophy
assumes its profound impact on the selection of research strategies, methods,
interpretations of findings, and research outcomes stemming from each
philosophical stance (Taylor, 2020). Therefore, when investigating transfer
pricing within the case organization, it is essential to take into account a
unique set of circumstances surrounding the organization to fully grasp the
phenomenon. Examining the subject of transfer pricing qualitatively appears to
be appropriate, as it enables a deeper understanding of how individuals may
interpret marketing communication phenomena (Watkins, 2021).
Thus, the researcher can form assumptions based on
interpretive and theoretical issues. In particular, the focus of the research
is on the Local Coffee Brand, selected as the subject for investigating its
marketing communication strategies across digital and conventional channels.
The author examines the marketing communication strategies of Local Coffee
Brand, delving into the distinct approaches employed by each branch. The unit
analytical research is the promotion communication strategies of Local Coffee
Brand in both digital and conventional realms. It aims to give meaning and
interpret meanings derived from individual experiences (Watkins, 2021).
The researcher can understand the forms of emotional
marketing generated in line with the raised topic. We contacted the owner as
the CEO of Local Coffee Brand approved for our research to ensure we adhere to
requirements in conducting research with human subjects. Furthermore, we
utilized non-probability sampling with the premise suggesting that researchers
with a mission and objective to obtain, comprehend, and uncover insights, while
also delving into the core of the matter, should option for samples that offer
the greatest learning potential and align with their requirements (Gordon et
al., 2020). We developed a comprehensive interview containing exploratory
questions to enable the informant to elaborate on the Local Coffee Brand's
marketing strategies. A compact recorder was used to record responses, and
transcripts of all interview data were made (Singh et al., 2019). A total of
one informant, serving as the owner and CEO, was interviewed. The interview
duration was 55 minutes. In this phase, we employed a content analysis method
to ensure comprehensive coverage of Local Coffee Brand's digital marketing
strategies across digital platforms. To be precise, the content analysis
consisted of examining the content posted on Local Coffee Brand's Instagram account,
encompassing both images and captions.
RESULTS AND DISCUSSION
In this segment, we offer our research outcomes,
primarily focusing on the outcomes derived from semi-stuctured interviews that
were used in conjunction with content analysis. From the findings, it is
evident that the marketing strategies and concepts used by Local Coffee Brand
successfully attract customers. However, an informant expresses mixed feelings.
Here are the interview results obtained by the researchers. In this study, the
implementation of digital marketing by Local Coffee Brand resulted in each
customer visiting the store purchasing a minimum of 2 product items in a single
transaction, according to the information provided by the Local Coffee Brand
marketing team. As a result, the Local Coffee Brand's application has been
downloaded by more than 10,000 active customers making product purchases.
Informants believe that this is due to the increased buying interest from
consumers following the implementation of digital marketing practices such as
product bundling and the launch of new menus.
The communication strategy in both digital and
conventional marketing attributes, which has been implemented, reaps
substantial revenue. Currently, Local Coffee Brand has successfully established
800 outlets within 5 years. The attributes of digital and conventional
marketing management by Local Coffee Brand have proven to be antecedents
(factors) in customer satisfaction. They will continue to enhance the quality
of their marketing strategies to increase consumers and achieve competitive
advantages.
The Relevance in Strategy of Digital and
Conventional Marketing Communication
Defining the characteristics and structure of
marketing communication, and convincing customers' thoughts and actions in a
certain way has evolved. In the current digital era, marketing at Local Coffee
Brand has integrated the utilization of social media to promote products or
services. An informant shares their viewpoint:
"Currently, almost all companies or
businesspeople use social media and then build an application, starting from
conveying information, persuading, to offering their products to consumers.
Social media is widely used by businesspeople as one of their marketing
communication channels." (Informant)
Before execute into marketing communication,
there exist cohesive strategies that collaborate harmoniously to effectively
synchronize with the intended audience. Corresponding to an inquiry regarding
Local Coffee Brand's marketing strategy, an informant describes:
"The planning of Local Coffee Brand's
marketing communication strategy through Instagram social media includes
message strategies and media strategies. In marketing a product, our
organization plans strategies that can be dynamic in change." (Informant)
Every company or organization greatly needs
marketing strategies and plans to achieve their goals. Through interviews
conducted by the author with informants, key answers are provided regarding
matters related to the communication strategy implemented, including
information content and the creative form of Local Coffee Brand's Instagram
messages. The informant strongly supports other entrepreneurs to continually
strive for innovation in both product and digital marketing aspects.
Activity Effect of Digital and
Conventional Marketing Communication
In the conducted interviews, key informants
conveyed the message they aimed to convey to consumers through Instagram
regarding Local Coffee Brand was about positioning the coffee shop as having a
service model that is customer-centric and accessible.
"Another piece of information you want to
convey about Local Coffee Brand is the selection of a unique place
because,� choosing an uncommon location,
and utilizing a different place concept, serves as a strategy implemented by
Local Coffee Brand. Additionally, increasing the number of stores can help
facilitate consumer access to the products. It is important to choose a
strategic location with a demographic that matches the target market."
(Informant)
Perspective on marketing communication revolves
around an expression that can be considered as an activity in communicating
with the target market, which has specific objectives to communicate particular
information to transmit information to consumers via multiple channels, with
the expectation that this communication will bring about significant
alterations in thoughts and actions under desires (Wasik et al., 2023).
Consistent with this statement, informants suggest that:
�Local Coffee Brand needs to ensure that the
performance of all content on social media and in-store remains sustainable to
determine the level of consumer attention achieved for a specific marketing
strategy. However, we believe that besides social media, it's also important to
have a dedicated application to help enhance Local Coffee Brand's marketing
strategy. The application serves as our appreciation to the customers.�
(Informant)
Marketing communication according to Kanani and
Glavee Geo (2021), Marketing communication is a type of marketing endeavor
aimed at spreading information, influencing, and persuading. Thus, it can
remind the target market about the products available for trade, communicate,
and continually make consumers devoted to products provided by associated
businesses. Marketing aims to enhance customer loyalty through various
strategies and tactics to develop interactions with a company and its products.
Communication activities use various media and channels with the hope of
achieving changes in the thinking, attitudes, and behaviors of consumers, which
are used as strategies to achieve the company's goals of increasing revenue.
Throughout the interview, the informant mentioned that:
" With Local Coffee Brand, the coffee shop
designs a marketing communication strategy so that information can be conveyed
to the target audience of Local Coffee Brand, utilizing social media,
especially Instagram, as the communication medium for marketing to consumers to
directly purchase products and direct consumers to come directly to the store.
Because consumers who are willing to come to the store are potential loyal
customers that we should maintain." (Informant)
Based on the research findings from the collected
data, the following is the researcher's analysis regarding Local Coffee Brand's
communication tactics across both social media platforms and traditional
channels The benefit of utilizing social media for marketing communication lies
in the ability of consumers to access product information tailored to their
preferences and requirements. Additionally, Social media facilitates the
connection between businesses and customers, simplifying customer interaction
with the company. Consumers can also more easily access up-to-date information
about the company's products. Furthermore, the company can more easily guide
consumers to visit the store, allowing customers to experience direct
engagement facilitated by the conventional communication available in the
store. Conventional communication can emotionally assist consumers in directly
viewing the products offered by the company. From this, a situation is created
where consumers are assisted in making decisions about products that align with
their needs, guided by the communication atmosphere in the related store.
Antecedent of Consumer Satisfaction
The researcher analyzed to examine whether the
utilization of both digital and conventional communication by Local Coffee
Brand serves as an effective marketing communication medium in enhancing
marketing influence through the utilization of visual imagery and language.
This is supported by explanations about the achievements of Local Coffee Brand
itself, which has so far expanded its outlets throughout Indonesia and created
a special application for its customers. Additionally, media also has a significant
impact in reaching communication to the entire target market.
The utilization of social media is deemed
effective and capable of effectively conveying marketing communication. This is
because currently, the majority of audiences tend to first look at visual forms
when they want to find something. In supporting businesses, especially
targeting the youth segment, social media, particularly Instagram, is often
utilized because nowadays when we want to experience something, we typically
look at its visual form first before visiting the place. With a significant
increase in impressions from social media, companies tend to embark on digital
development towards specific applications. The development of digital media
into applications aims to engage consumers' attention more effectively.
According to Haryanti, Warih Risma, and Aflit Nuryulia Praswati (2023) in
message strategy, there are details of content and creative message formats.
aimed at attracting consumer attention. However, before crafting the content
and messaging forms themselves, it is important to determine the target market
segment that should be aligned with the product being offered. The target
market is chosen because it has background characteristics that lead to
similarity in the process behavior. The marketers need to develop message
strategies that align with the preferences and characteristics of the target
audience.
In digital message delivery, it's not always
about creating interactions solely in the digital realm but also about enticing
the audience to visit the store directly. This is reinforced by the opinion of
the informant:
"The core of the content on our social media
is to convey that Local Coffee Brand is a coffee shop with a service model that
is close and familiar to consumers. Therefore, through digital communication,
it will lead the audience to visit our store." (informant)
This statement strengthens the impact of digital
communication influencing the audience. Once the audience is motivated to visit
the store, they will directly experience the essence of conventional
communication there. This is further enhanced by the effective communication of
Local Coffee Brand baristas. When customers visit the coffee store, they visit
not only for coffee but also to engage in communication with the baristas about
the available coffee menu and the types of coffee recommended directly by the
baristas.
Moreover, the use of everyday language in photo
captions makes social media appear less formal and monotonous, used as a
strategy for Local Coffee Brand's social media to be more interactive with the
target audience. This statement is supported by what was stated by the owner
and CEO of Local Coffee Brand during the interview when the author was at Local
Coffee Brand, that the highest interaction through Local Coffee Brand's
Instagram occurs during giveaways. Local Coffee Brand employs an interactive strategy
on Instagram by asking questions related to the posted photos and creating
captions that encourage the audience to interact by leaving comments and likes.
This fosters engagement with Local Coffee Brand's Instagram account, backed by
the assertion that the brand excels in fostering online interaction with its
audience. Embracing two-way communication, Local Coffee Brand highlights that
when captions and photos are ordinary, audience interest tends to be moderate.
However, unique photos paired with captivating captions, akin to Local Coffee
Brand's approach, attract consumers to engage by commenting on the posts.
Communication strategies that intertwine digital
and conventional elements involve creatively packaging messages by Local Coffee
Brand through digital marketing media, comprising content of photos and
captions that are relaxed and unique, thereby instilling the audience�s desire
to come and see firsthand the appearance and ambiance there. According to
Haryanti, Warih Risma, and Aflit Nuryulia Praswati (2023), communication has
two sides of information to engage customers: first, rational or informational,
and second, transformational or emotional.
Informational communication efforts aim to inform
product consumers, catering to the rational purchasing process. Submission of
the information can be found in captions written for photos related to the
ambiance at Local Coffee Brand, coffee prices, and even the baristas working at
Local Coffee Brand, conveyed in a more casual and informal language.
The utilization of emotional or transformative
appeal aims to sway the perceptions or reactions of the audience intending to patronize
the products provided by Local Coffee Brand, utilizing distinct communication
styles and content compared to other coffee establishments. Where product
photos, and various types of products available at Local Coffee Brand, are
packaged with a unique touch compared to other product contents, thereby
attracting consumers who come to the store or make purchases online. By
employing creative messaging formats, Local Coffee Brand can entice the
audience to visit their establishment. In terms of the media plan, there exist
two distinct approaches to effectively communicate messages to a target
audience. Firstly, there's the careful selection of media channels for message
dissemination. Secondly, there's the segmentation of target audiences based on
time and location, enabling entrepreneurs to maximize their product marketing
efforts and reach a broader consumer base (Utami, 2021).
These media strategies highlight two key elements
utilized in disseminating information to the target audience. Firstly, there's
the medium, which serves as the platform for message delivery. Secondly,
there's consumer engagement, which plays a vital role in ensuring messages
expand their reach to a broader audience (Breves et al., 2019). Social media
platforms have also proven to be effective in facilitating marketing
communication due to their adeptness in leveraging visual elements, thereby
enhancing message resonance and audience engagement.
CONCLUSION
Overall, in both digital and conventional marketing efforts, Local Coffee
Brand designs marketing communication strategies to convey information about
Local Coffee Brand to the right target audience using persuasive and unique
language styles. Local Coffee Brand heavily leverages technological
advancements, especially in social media and applications, which are utilized
as one of its digital marketing communication channels due to their perceived
marketing strength in this era. Targeting the young demographic segment, Local
Coffee Brand tends to prioritize social media platforms, as this segment highly
values product visuals and the aesthetic of places before deciding to visit and
make purchases at the coffee shop. This is reflected in the content of Local
Coffee Brand's social media platforms, which employ creative message strategies
through photos and invite the audience to engage with the content through
comments and likes. Moreover, Local Coffee Brand stores are often bustling with
curious audiences, contributing to the creation of a two-way communication
integration conducted by Local Coffee Brand. For conventional marketing, the
informative appeal is evident through banners displaying the atmosphere,
products, and baristas at Local Coffee Brand. This is conveyed in a more
relaxed and informal language, fostering direct interaction between the barista
and consumers. Baristas assist customers in choosing the menu, and menu
offerings are accompanied by attractive promotional prices. Interior design and
banner placement inside the outlet support marketing interaction with consumers
indirectly. The displayed banners are not only eye-catching but also contain
competition to encourage consumers to promote on their respective social media.
The main driving force for consumers to repeatedly choose Local Coffee Brand's
products is its transformative appeal. This is because fostering consumer
loyalty requires establishing emotional connections through communication and
ambiance, regardless of the consumer's location. Therefore, Local Coffee Brand
needs to ensure consumer convenience by expanding its presence with multiple
branches across Indonesia, each offering the same products but with unique
atmospheres. Additionally, Local Coffee Brand demonstrates its gratitude to
customers by developing a specialized application to enhance loyalty, providing
easier access to products and additional perks. To attract new audiences, Local
Coffee Brand creatively promotes its ambiance through social media platforms,
encouraging customers to capture moments and share them, with rewards offered
in return. The information conveyed about Local Coffee Brand, both digitally
and conventionally, emphasizes its customer-centric service model, inviting
atmosphere, and cozy caf� concept, crucial for maintaining brand quality.
Furthermore, the creative content posted on Local Coffee Brand's social media
platforms, including photos and captions, highlights its distinct and relaxed
character. This content covers product features, ambiance, and customer
experiences. Local Coffee Brand's media strategy involves carefully selecting
channels and target demographics, with Instagram chosen due to its impactful
visual language, fostering consumer loyalty. The target audience is aligned
with social media usage patterns, as they often seek recommendations and
attractive offers online.
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