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

Main Article Content

Janice Chika
Diah Ayu Candraningrum

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.

Article Details

How to Cite
Chika, J., & Candraningrum, D. A. (2020). Strategi Digital Content Marketing Toyota Yaris Melalui Webisode “Mengakhiri Cinta dalam Tiga Episode”. Prologia, 4(1), 186–193. https://doi.org/10.24912/pr.v4i1.6472
Section
Articles
Author Biographies

Janice Chika, Universitas Tarumanagara

Fakultas Ilmu Komunikasi

Diah Ayu Candraningrum, Universitas Tarumanagara

Fakultas Ilmu Komunikasi

References

APJII. (2018). Penetrasi & Profil Perilaku Pengguna Internet Indonesia. September 9, 2019.

Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective 6th. New York: NY: McGraw-Hill.

Clow, K.E. and Baack, D. (2012), Integrated advertising, promotion & marketing communications. New Jersey: Pearson Prentice Hall.

Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41.

Kholifah, Siti dan Suyadnya, I Wayan. (2018). Metodologi Penelitian Kualitatif: Berbagi Pengalaman dari Lapangan. Depok: Raja Grafindo Persada.

Minár, P. (2016). Goodvertising as a paradigmatic change in contemporary advertising and corporate strategy. Communication Today, 7(2), 4-17.

Moleong, L. J. (2018). Metodologi Penelitian Kualitatif, Remaja Rosda Karya. Inter Komunika, Stikom InterStudi.

Moriarty Sandra, Nancy Mitchell, William Wells. (2015). Advertising, Principles & Practice (8th Edition). USA: Pearson Education.

Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

Sadeghi, T., Hasan Khani, M., & Ebrahim Hosseini, S. (2014). The investigation of Lavidge and Steiner model’s capability in measuring the advertising effectiveness of fire insurance (Case study: Insurance company in Mashhad). European Online Journal of Natural and Social Sciences: Proceedings, 2(3 (s)), pp-1559.

Sandvig, J. C., Bajwa, D., & Ross, S. C. (2011). Usage and perceptions of internet ad blockers: an exploratory study. Issues in Information Systems, 12(1), 59-69.

Sinthamrong, P., & Rompho, N. (2015). Factors affecting attitudes and purchase intentions toward branded content on webisodes. Journal of Management Policy and Practice, 16(4), 64.

Peirce, L. M., & Tang, T. (2012). Refashioning television: Business opportunities and challenges of webisodes. International Journal of Business and Social Science, 3(13).

Pulizzi, J., & Barrett, N. (2009). “Get Content Get Customers”-Turn Prospects into Buyers with Content Marketing. Management Case, 98.