Kulina Digital Marcomm, Bring Back Marcomm to The Essential of Human Communication

DOI

10.2991/assehr.k.210120.114How to use a DOI?

Keywords

Digital Marketing Communication, Kulina, WoM, Information Broker

Abstract

This study aims to describe the management of Kulina marketing communications that are carried out digitally after re-branding in September 2017, The number of orders start to experience a significant increases during November and December by maximizing the internet as a marketing communication medium. This is proved by daily order number, 3.000 orders per day in January 2018. The method used in this study is a qualitative method with descriptive analysis methods. The data collection is done through literature and field studies (interviews, observation and documentation). The result of this study is language styles, ways of communicating and products are often processed by customers to become an ideas from organic user generated content on social media and become a buzz. Sincerity in serving will be felt as a positive emotion for customers. This service triggers to make organic user generated content and it has the potential to become viral / buzz word of mouth.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Erwan Sudiwijaya
AU  - Kusridho Ambardi
PY  - 2021
DA  - 2021/01/21
TI  - Kulina Digital Marcomm, Bring Back Marcomm to The Essential of Human Communication
BT  - Proceedings of the 4th International Conference on Sustainable Innovation 2020–Social, Humanity, and Education (ICoSIHESS 2020)
PB  - Atlantis Press
SP  - 117
EP  - 124
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210120.114
DO  - 10.2991/assehr.k.210120.114
ID  - Sudiwijaya2021
ER  -