Marketing is an inseparable part of the economic system
Marketing is an inseparable part of the economic system in modern society. Marketing using marketing communication has developed today to become a very important communication system not only for producers of goods / services, but also for consumers.
The ability and method of promotion in conveying information to consumers is important and influences the success of marketing and the formation of a company's branding. So the role of marketing communication in managing a company is very important, especially with the increasing business competition in all business sectors.
This makes the company obliged to foster communication and relationships with its customers so that it can survive / retain and be loyal to the products / services offered by the company. Therefore, marketing communication is no longer a burden on the thinking of the marketing division, but becomes the duty and responsibility of all divisions within the company.
That said, marketing communication is part of a business solution and not just a marketing solution. Furthermore, the tight business competition situation, technological developments, and changes in consumer behavior prompted the company to immediately implement integrated marketing communications.
Marketing can increasing sales of a brand
Marketing has a key role in shaping a brand image and increasing sales of a brand. The brand placement strategy is one of the strategies in integrated marketing communications. This strategy is considered more effective than the advertising communication strategy through television media.
The concept of a brand placement strategy has been around for a long time and continues to evolve along with the development of human civilization. By studying, understanding and implementing these strategies, the company can maximize its resources to achieve marketing communication goals effectively and efficiently.
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Marketing communications carried out by company for various products / services generally use traditional advertising media such as television advertisements, newspaper and magazine advertisements, radio advertisements, etc. This condition is in accordance with the condition of the Indonesian people in which the vast Indonesian territory and the spread of the target audience in various islands, followed by a low economic level, make television and radio as media that still provide interest. The growth of traditional advertising media is growing and expanding rapidly. Several conditions and situations that can be observed include the rapid growth of television stations for both national and local television as well as the emergence of various kinds of newspapers and magazines that serve limited consumer segments (niche segment market). This has had a big impact on the industry, especially with regard to their product marketing communication activities. Meanwhile, the public relations section is only used to manage publicity activities, manage corporate image and also handle matters relating to the public. |
Public relations has not been considered an integral part of the company's marketing activities. This indicates a failure in the company's understanding of the importance of coordinating all marketing and promotional activities in order to carry out its communication functions effectively and to provide a consistent image to the public.
Other forms of marketing communication, such as sales promotion and direct marketing have developed with the development of the internet. The development of direct marketing is a phenomenon that must be followed by its development, including several techniques such as telemarketing, e-mail, viral marketing, text messaging and postal mail in which catalog marketing holds the largest portion.
The internet marketing
The internet itself has become a very fast growing phenomenon. This electronic media is able to penetrate boundaries of territory, culture and social class. The internet has now become a universally accessible part of the global world. For sites that are already popular, they can attract tens of thousands of visitors every day. In its relatively recent development, the media has been able to penetrate three or four generations in the concept of marketing communication