Unit I
Introduction
1.1 Background
The more advanced communication tools and technologies, make the business look, to make its Internet as a commercial enterprise. Moreover, Indonesian Society in particular, many who use social networking facebook. So many business people who consider this a good opportunity to be able to develop his business. Costs will be incurred is not too much. In this business, the business efficacy of using communication as a weapon to attract customers. So that we can know, how the role of language in promoting their products.
The more attractive the language is increasingly attracting the interest of customers. This is due, writing became the most important communication in the selling by internet media. So many are found in up online shops who fought each other to promote their products. In fact, formed a special group for business people to be able to promote their goods.
This group is then given a name, "Jualan di Fb".
very unique for us, to know how business people make the language as a tool to attract customers. and language are used as benchmarks for its online store. more interesting and its unique language, the more there are many people who are interested in the products offered. So this makes an attractive business people are always trying to communicate with their customers. "Selling on FB" This is a special place for business people to war language that will attract customers to shop at their online store. Then, how far they can be attractive to communicate?
1.1 Problem
As more and more of his online store Facebook circulating, making the businessmen should be more attractive in communicating their products, to make customers believe in the quality of the product. And most importantly, the writing becomes the primary means to promote and communicate with customers. So the question arises in our minds, how good communication in promoting the products of this seller in writing?
1.2 Research Questions
1. How The Owner of Online shop use language to promote?
2. What a good greeting for the customer?
3. How do they communicate to maintain the business relationship?
1.3 methodology
Interview Five businessman
Unit II
Internet Review
Public Relations professionals and consultants are often contracted by businesses and organisations to design communication strategies for marketing promotions and campaigns. Others are sometimes hired to write a communication plan for health and other interventions. This article presents the basic elements and steps involved in writing a good communication strategy.
Conduct a Thorough Situational Analysis
The first thing to be done in designing a communication strategy is to do a thorough situational analysis and environmental scanning. This should be aimed at clearly identifying the purpose of a strategy. The situational analysis should also help point out the exact issues or problems to be addressed in a campaign. For example, a good situational analysis can help marketing communication consultants identify why a product is having low sales or why a brand is not doing well in the market. An environmental scan which may involve evaluation of market research findings, finding out what competing companies and brands are doing or not doing should also be carried out. This will provide communication strategists with the right information to be able to put out a good strategy.
Formative Research and SWOT Analysis
After identifying the purpose of a campaign and the issues to be addressed, there is a need for a formative market research. Through the formative research, the key audience and stakeholders who need to be communicated to would be identified. In their book, “Marketing Public Health” published in 2007 by Amazon Books, Michael Siegeland and Lynne Doner asserted that formative research can be effectively used to develop and test product offerings, delivery systems, promotional strategies and messages.
The internet has changed the way business is done in the current world. The variables of segmentation, targeting and positioning are addressed differently. The way new products and services are marketed have changed even though the aim of business in bringing economic and social values remain unchanged. Indeed, the bottom line of increasing revenue and profit are still the same. Marketing has evolved to more of connectedness, due to the new characteristics brought in by the internet. Marketing was once seen as a one way, with firms broadcasting their offerings and value proposition. Now it is seen more and more as a conversation between marketers and customers. <Rob Strokes and the minds of Quirk(2009.The Essential Guide to Online Marketing.(2nd edition):Quirk eMarketing(Pty)Ltd.> Marketing efforts incorporate the "marketing mix". Promotion is one element of marketing mix. Promotional activities include advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. Integration of all these promotional tools, along with other components of marketing mix, is a way to gain an edge over a competitor.
The starting point of the IMC process is the marketing mix that includes different types of marketing, advertising, and sales efforts. Without a complete IMC plan there is no integration or harmony among client and customers. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers.
Integrated marketing is based on a master marketing plan. This plan should coordinate efforts in all components of the marketing mix. A marketing plan consists on the following steps:
- Situation analysis
- Marketing objectives
- Marketing budget
Integrated marketing communications aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television. A company develops its integrated marketing communication programmer using all the elements of the marketing mix (product, price, place, and promotion).Integrated marketing communications plans are vital to achieving success. The reasons for their importance begin with the explosion of information technologies. Channel power has shifted from manufacturers to retailers to consumers.
Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach.
Those who practice advertising, branding, brand language, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly, marcom managers.
The communication process is sender-encoding-transmission device-decoding-receiver, which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media (television, radio, magazines, and others). Messages travel to audiences through various transmission devices. The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver's senses. Consumers both hear and see television ads. Others consumers handle (touch) and read (see) a coupon offer. One obstacle that prevents marketing messages from being efficient and effective is called barrier. Barrier is anything that distorts or disrupts a message. It can occurs at any stage in the communication process. The most common form of noise affecting marketing communication is clutter.[1]
Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - a consistent "look & feel". Many trends in business can be attributed to marketing communications; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions and the trends to blogs, email, and other online communication derived from an elevator pitch.
In branding, every opportunity to impress the organization's (or the individual's) brand upon the customer is called a brand touch point (or brand contact point.) Examples include everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging. Thus, every experiential opportunity that an organization creates for its stakeholders or customers is a brand touch point. Hence, it is vitally important for brand strategists and managers to survey all of their organization's brand touch points and control for the stakeholder's or customer's experience. Marketing communications, as a vehicle of an organization's brand management, is concerned with the promotion of an organization's brand, product(s) and/or service(s) to stakeholders and prospective customers through these touch points.
Marketing communications is focused on the product/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications is primarily concerned with demand generation, product/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation, etc.
Unit III
Discussion and Result
3.1 Discussion
a. How the owner of online shop use language to promote?
Language is a communication tool that is essential for life. Every human in the world to communicate. And communication could be in the form of oral and written. if we discuss the many issues online shop, then on its own form of communication we will discuss is communication through writing. There are many obstacles that often happens to the perpetrators of this business, because they have to be really careful to choose a beautiful word, a short, dense and easily accepted by society. but not rare, often misunderstandings between buyers and sellers.
The vendors typically use words that can improve product quality. below there are several ways commonly used by sellers to promote their products :
· “ Iyah sist, ada banyak produk yang beredar diluar sana
· “ Ati-Ati loh sist, banyak produk-produk palsu… ga mau kan
They convince the buyer to say their product is the original product. So with that, the buyers feel confident with the products they offer.
There are a few tips as well to add subscribers to their online store. namely by putting interesting photos on their Facebook. And they also make the words that can generate buyer interest, such as "big discount", or the words "Expensive does not necessarily guarantee". Moreover, if the targeted consumers are women who could not help myself when reading the word 'Sale OFF'. so basically the language used is simple but interesting.
b. What a good greeting for the customer?
Regardless of the unique language used, it turns out these business people assume that the greeting and the greeting is also an important point. how they can familiarize themselves to their customers. therefore they use the word impressive special greeting customers is part of their online shop. meraka create atmosphere and close communication between the customer and the seller so that terbina good relations between Them.
This greeting words did not make customers become reluctant to ask. they'll ask about the products available. when the buyer curiosity peaked, it's time for the sellers to make customers buy their products. with a little convincing expression, the seller can win the hearts of buyers. following several close calls are commonly used by the seller:
1. Gan.
Gan is the abbreviation of the skipper. These words indicate that our customer is the skipper who has long been a part of our shop. so, customers will not feel strange when they want to buy products in our store.
2. Sist
If we visit the online shop, and if the customer is a woman, then maybe most of the online shop will call you with calls, Sist, which means the cyst (Sister). They assume you are not someone else, but they consider you a sister himself would be the good products of choice.
3. Say, darla, etc
This call may also often speak to friends near you. both women and men. this is intended to make an impression more familiar as a friend who has long known. The call is also to impress us will provide the best product for our friends.
So it can be concluded that greeting the customer will give the first impression for the customer to the next process.
C. How do they communicate to maintain the business relationship?
After greeting a good process, which can create more intimate atmosphere between buyers and customers, the next steps should be taken are:
1. Moving a vessel of communication between both parties, from the Internet to SMS (Sort Message Service), because the seller is not online 1x24jam so that when the conversation moved into the form of SMS, it will more quickly process the transaction.
2. more convincing more customers with the words "try to compare with other stores, certainly the price here is cheaper"
3. If customers are interested, then do the meeting for those domiciled in the area where you live. However, if one is living far away from where you live, then you should make sure first that his money has been transferred into your account. And for customers, please be aware of this, because it is not rare that many are fooled by the Online Shop. So the best step, make sure the first store was true.
4. If the relationship has been established, then the seller may continue to communicate and show his concern with giving congratulations when major holidays. Online shop is proof that you do not just want to sell goods, but want to establish a close relationship between seller and buyer.
3.2 Result
| Questions | I | II | III | IV | V |
| 1. Do you always using the attractive language for the promotion? | ü | ü | ü | ü | ü |
| 2. You have a special name to call your costumer? | ü | ü | ü | ü | ü |
| 3. Do you have misunderstanding with your costumer? | ü | ü | __ | ü | ü |
| 4. Do you think, attractive language is important for your business? | ü | ü | ü | ü | ü |
| 5. Do you ever sent message to your costumer if your costumer have a special day, such as: Lebaran, Natal etc. | ü | ü | __ | ü | ü |
Explain :
1. Distroboy Bandung
2. LogoKarya Shop
3. Ulan Onlineshop
4. Dhanie Onlineshop
5. Pusat Jam Online
Unit IV
Conclusion and Suggestion
IV.I Conclusion
Online business is in great demand by many people. because, in addition to promotional costs that will be issued not so great, the market share that will be achieved too broad. Making it very easy for online shop owners to use FB as a land of their business.
Most of these businesses, using language that is attractive to be able to dupe the buyer, but not infrequently also misunderstandings between buyers and sellers. So intent is to be conveyed can not be well received. The vendors also use the special call to the customer. This is done to better familiarize themselves to their customers.
IV.II Suggestion
The seller should be more attractive in communication because, Online Shop semkin too much and needs more and more. So the war is affecting the availability of communication are also buyers.
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