The Use of Social Media Platform and Ecommerce as Marketing Communications Tools During Pandemic Covid-19

DOI

10.2991/assehr.k.211121.057How to use a DOI?

Keywords

Social media; Marketing communication; Covid-19

Abstract

Nowadays, thread for a company not only about sales only. More than that, along with the times and enforcement of the free market, a company should have to compete to raise the brand on customer’s mind. As we know, the purpose of marketing is to sell goods and services through attractive packaging, competitive pricing. While now, the company also need to build relationships with a variety of publics that can enhance the organization’s reputation and establish trust in its policies, products, and services. Because of that situation, the company need a special department and tools to run sales and brand awareness at the same time. This system, usually called as integrated marketing communications (IMC). Many tools that used by this IMC system, some of them like social media and ecommerce. During the pandemic, IMC process have been done by Marketing Communications Departement of Nadjani Indonesia and it were very helped with communications channels as a social media like Instagram. Besides that, function as virtual storefront, Instagram were used as tools which can made measurable engagement. This engagement were born from interactive posts. Beside Instagram, Nadjani Indonesia also used few ecommerce as they market channels, one of them is Tokopedia. At Tokopedia, Nadjani can do marketing things like direct selling on offline store. Not only sales activity, but the ecommerce also help Nadjani Indonesia build the brand value for customer and also future customer.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Istisari Bulan Lageni
AU  - Agus Hermanto
AU  - K Bawon Erso
PY  - 2021
DA  - 2021/11/29
TI  - The Use of Social Media Platform and Ecommerce as Marketing Communications Tools During Pandemic Covid-19
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 241
EP  - 243
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.057
DO  - 10.2991/assehr.k.211121.057
ID  - Lageni2021
ER  -