Marketing communication strategy for creative talents service providers a case study of an online marketplace in Indonesia
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Communication and Society
Abstract
This study aims to analyze the marketing communication strategy one
of the creative talents service provider marketplace in Indonesia, namely
Sociabuzz. The development of the marketplace business is not only
limited to product sales, but has also begun to expand into the service
sector. The marketplace is also open to creative industries to get
customers or markets. The concept used in this research is Marketing
Communication Strategy and Online Marketplace as one of the Sharing
Economy Business Platforms. The research method used is a case study
by conducting structured interviews with Strategic Planner, and
Campaign and Marketing Executive of the organization. The results
determining
show the principles of sharing economy, especially those related to the
principles of partnership, empowerment, and collaborative efforts, not
only underlie Sociabuzz's business processes and strategies, but also
form the basis of their marketing communication strategies, which are
contained eight important stages: situation analysis, identification of
advantages, formulation of big ideas for campaigns, targeting,
communication objectives, budgeting, campaign
implementation, and campaign evaluation.
Description
Keywords
Citation
8. Dwityas, N.A., Briandana, R., Marta, R.F. & Aliagan, I. Z. (2022). Marketing Communication Strategy for Creative Talents Service Providers: A Case Study of an Online Marketplace in Indonesia. International Journal of Communication and Society, 4(1), 82-91.