The Use of Consumer Oriented Strategy In The Online Marketing Campaign of Opel Mokka in Germany
YOHANES EDO ALEXANDER, Yulia Arisnani, M.B.A., Ph.D.
2013 | Skripsi | MANAJEMEN-
The purpose of this study is to analyze the consumer oriented strategy applied in the online marketing campaign of Opel Mokka in Germany. Online marketing is a field with broad possibilities and the marketers can always learn from information available in the market and surrounding environment to build a successful campaign. By any means, the type of media that marketers might choose is all equal, the decisive moment come when marketers design the campaign with fully focused to customer’s needs, or not. The research approach of this study is Qualitative Research using Case Study. The result of the study shows that the choice and the application that applied in the Opel Mokka microsite enable Opel to promote the car and reach the market attention in Germany.
Kata Kunci : online marketing, website design, consumer oriented, layout and functionality, communicating value, automaker and automobile industry in Germany.
