Proceedings of the 3rd International Media Conference 2021 (IMC 2021)

Digital Marketing Strategy for Campaigning @kedasbeutypusat Social Media Accounts on TikTok Application

Authors
Zamroatul Fuaddah1, *, Ismi Dwi Astuti Nurhaeni2, Andre Rahmanto3
13Communication, Faculty of Social and Political Science, Universitas Sebelas Maret, Indonesia
2Department of Public Administration, Universitas Sebelas Maret, Indonesia
Corresponding Author
Zamroatul Fuaddah
Available Online 13 July 2022.
DOI
10.2991/assehr.k.220705.002How to use a DOI?
Keywords
digital marketing; business development; tiktok; kedasbeauty
Abstract

In today’s society the marketing process is not only done conventionally but also the role of digital technology has brought changes in online marketing, making it much in demand by business people in promoting their products. As a result, business people are increasingly interested in implementing online marketing to promote their products. This study aims to answer the question of how digital marketing develops a business and discover digital marketing strategies through campaigns on the accounts @kedasbeautypusat TikTok app. Although many studies have been conducted on digital marketing, little has been done on campaigns in the TikTok application. This study employs a qualitative descriptive methodology with a case study as the approach, and content analysis is also used to identify patterns. The subject of this study is the @kedasbeautypusat TikTok account, which has 1.5 billion followers and considered as the most popular skincare product account compared to others. The data collection techniques of this study are direct observation on the @kedasbeautypusat TikTok account, documentation, and literature study. The researchers analyzed a hundred contents selected from May to September 2021. The results revealed that @kedasbeautypusat used the TikTok application as a marketing and business development effort in three ways: storytelling, stepping into real-world relationships with consumers and growing with your customers to be social and human with trust. Furthermore, the researchers also discovered that the use of TikTok Apps is very successful in establishing two-way communication.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
13 July 2022
ISBN
10.2991/assehr.k.220705.002
ISSN
2352-5398
DOI
10.2991/assehr.k.220705.002How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Zamroatul Fuaddah
AU  - Ismi Dwi Astuti Nurhaeni
AU  - Andre Rahmanto
PY  - 2022
DA  - 2022/07/13
TI  - Digital Marketing Strategy for Campaigning @kedasbeutypusat Social Media Accounts on TikTok Application
BT  - Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
PB  - Atlantis Press
SP  - 19
EP  - 30
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220705.002
DO  - 10.2991/assehr.k.220705.002
ID  - Fuaddah2022
ER  -