Strategi Digital Content Marketing Toyota Yaris Melalui Webisode “Mengakhiri Cinta dalam Tiga Episode”

Janice Chika, Diah Ayu Candraningrum
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Abstract

The dynamic changes of the advertising landscape make advertisers need to keep innovating. Advertisements are crafted by considering its missions, messages and media used. Utilizing the new media, Toyota applied new media advertising characteristics such as interactivity and integrated marketing. Content marketing requires consumers’ intention to consume its advertisements. Webisode is a form of creative content marketing using short episodic videos. This research uses qualitative methods and case study. Primary forms of data collection are interview and observation and secondary data is collected through literature review. Toyota Yaris’ mission for this advertisement is to gain awareness and build product image. Messages that Toyota Yaris is safe, comfortable and stylish is conveyed by storytelling. Media that is being used is new media with social media platform YouTube. New media characteristics are used as a part of their strategy. Webisode is well produced and starring famous actors to attract consumer’s interest.

 

Dunia periklanan yang dinamis membuat para pembuat iklan harus selalu berinovasi. Iklan dibuat dengan mempertimbangkan tujuan, pesan dan media yang digunakan. Menggunakan media baru, Toyota menggunakan sifat-sifat iklan media baru seperti interaktivitas dan pemasaran integrasi. Pemasaran konten mengharuskan konsumen untuk datang ke iklan secara sukarela. Maka, harus memberikan nilai tambah agar membangkitkan inisiatif konsumen. Webisode adalah salah satu bentuk kreatif dari pemasaran konsumen menggunakan video pendek episodik. Penelitian ini menggunakan metode kualitatif dengan studi kasus. Metode pengumpulan data primer wawancara dan observasi, data sekunder dengan studi pustaka. Tujuan iklan Toyota Yaris adalah meningkatkan awareness dan membangun citra, pesan bahwa mobil ini aman, nyaman dan stylish disampaikan melalui cerita. Media yang digunakan adalah media baru, dengan media sosial YouTube. Sifat media baru digunakan sebagai bagian dari strategi ini. Untuk menarik minat konsumen menonton, webisode dibuat dengan sebaik mungkin dengan menggunakan tokoh-tokoh perfilman terkenal.

Keywords

content marketing strategy; advertising; new media; webisode; strategi pemasaran konten; iklan; media baru

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