Komunikasi Pemasaran Komik Digital sebagai Brand :(Studi kasus Strategi Komunikasi Pemasaran Komik Lokal Digital Nusantaranger Tahun 2014)

Yudystira Surya Pradana, Wisnu Martha Adipura

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT This research will explain the digital marketing communication that has been done by brand. Writer will explain theoretical basis that is used to cope digital marketing communication of a brand, here explained by digital comic as brand entity. Research object’s visual, as well as all elements inside would be the enhancer for the reader in knowing the object of the research itself. Next is how the data results along with the deep analysis about digital marketing communication that is done in steps until evaluation will be annouced. At the end of the research, writer will explain the conclusion and suggestions. Until nowadays, local comic in Indonesia is not yet be able to compete with foreign comic in the market. The absent of local comic for quite long has given the chance to foreign comic to increase their intensity to publish their own branding. This has became the statement, about how local comic be able to compete with foreign comic. The trend that has been created by the new media is now becomes the new wave for the companies to market their brands, as been noticed by Nusantaranger as local comic brand that uses digital marketing communication in marketing their product to the consument last year, 2014. Thus, this research is done in order to knowing the digital marketing communication that is done by Nusantaranger as one of the brand entity in along year 2014. Digital communication marketing strategy is tested by digital marketing communication model that is introduced by Strategy& from planning to evaluation, that is supported by new media convergence culture theory as well as consumer analysis using VALS system. The result at the planning step is still not able to discover the importance of stakeholder and specific segmentation of consument. Companies known to prioritize content quality from brand and less comprehend the effective approachment to the consument. This implementation step of companies is not fully done by using digital marketing communication strategy, instead combine it with the process of conventional event marketing. At last, the company still not yet done the evaluation formally after whole steps of strategic marketing communication processes. Nevertheless, digital marketing communication strategy that is done by Nusantaranger is not yet able to make their brand compete with the foreign comic that is dominating the market. Keywords: marketing communication, digital comic, brand

Kata Kunci : Komunikasi Pemasaran