Komunikasi Pemasaran Video Game melalui Media Digital:(Studi kasus Pemanfaatan Internet dalam Komunikasi Pemasaran Video Game Dredout oleh PT Digital Semantika Indonesia)

Catur Styia Adi, Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Name : Catur Styia Adi Field Study : Communications Studies Research title : MARKETING COMMUNICATIONS OF VIDEO GAME THROUGH DIGITAL MEDIA (CASE STUDY ON ONLINE MEDIA UTILIZATION FOR MARKETING COMMUNICATIONS OF DREADOUT VIDEO GAME BY PT DIGITAL SEMANTIKA INDONESIA) Trend of communication through digital media, especially the internet, continues to show the rate of increase in terms of both consumption and production. In the business world, many companies glanced internet to conduct marketing activities. In terms of cost, in general, promotion through internet will not as costive as traditional media. This excess becomes enormous appeal for industry players who are still relatively small-scale business. This study aims to determine how the development of marketing communication efforts through the internet for local video game titled DreadOut by PT Digital Semantika Indonesia. This study used a qualitative approach and data collection techniques use in-depth interviews, and observation . The results of this study show a step development of internet marketing strategies and tactics of their communications consist of three main parts, namely: planning, implementation, and evaluation. Communication programs used in their marketing communications are website (dreadout.com), online crowdfunding (Indiegogo), online social media (Facebook, Twitter, and Steam Community), online public relations, online sales promotion, and online viral (YouTube). Each program features contributions from building market research, brand awareness, customer engagement, media engagement, to sales growth. Keywords: internet marketing communications, online media, video game

Kata Kunci : Komunikasi Pemasaran