INTEGRATED MARKETING COMMUNICATION OF A BRAND DEODORANT PRODUCT IN MARKETING 3.0 AND MARKETING 4.0 ERA
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Abstract
The objectives of this research are 1) to study the integrated marketing communication formats of “A” brand deodorant product in the marketing 3.0 and marketing 4.0 eras; 2) to study the pattern in marketing communication integration of “A” brand deodorant product in marketing 3.0 and marketing 4.0 eras; and 3) to analyze the transition patterns in marketing communication integration of “A” brand deodorant product from marketing 3.0 to marketing 4.0 eras. This is a qualitative research. The data was collected from media of the brand that was released to the public with information from the Internet and on social media during the years 2010 - 2018 and analyzed according to marketing 3.0 concepts and marketing 4.0 concepts.
The results show that 1) there are integrated marketing communication formats including advertising, sales promotion, events and experiences, public relations, and publicity and interactive marketing; 2) there were integrated marketing communication formats during the marketing 3.0 era covering the years 2010 - 2012, which was presented in terms of product values including functional patterns, the creation of emotional satisfaction and spiritual fulfillment; 3) there were integrated marketing communication formats during the marketing 4.0 era covering the years 2013 - 2018, which was presented according to the 5A’s model customer path; and 4) there were transition patterns in marketing communication integration from marketing 3.0 era to marketing 4.0 era covering the year 2014 - 2018, which was presented in terms of product values including functional patterns and the creation of emotional satisfaction inserted in the 5A’s model customer path. In addition, this research has discovered the marketing communication integration patterns that correlate with each other, which enable the researcher to analyze the new marketing communication concept, i.e. the real storytelling to create interaction with brands. This concept is consistent with the marketing 4.0 concept and marketing communication concepts in terms of marketing communication elements that can answer all the elements of communication.
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