01. Definisi, Lingkup, Dinamika Pemasaran Digital (1).pptx

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1. “Past, Present, and Future” Dienni R. Sholihah E- Marketing

2. Hello, Dienni R. Sholihah , S.E., M.M Dosen Tetap Program Studi S1 Manajemen Spesialiasi Bidang : Manajemen Pemasaran HP. 0852 3663 2266 Email : [email protected]

3. Kontrak Perkuliahan PERKULIAHAN Perkuliahan toleransi keterlambatan 15 menit Keterlambatan ( sebab dari keterlambatan – kalau dikarenakan alasan di luar kendali , chat di gmeet menyatakan alasan keterlambatan ) => KONSEKUENSI menyanyi /perform di kelas Menggunakan pakaian rapi utk perkuliahan – selama perkuliahan kalau diminta menyalakan kamera maka harus siap Saat perkuliahan posisi tidak sedang di jalan Wajib mengerjakan tugas sesuai ketentuan pada RPS untuk bisa mendapatkan nilai akhir mata kuliah Wajib memiliki buku e-Marketing ( Dapat download e-book dari platform LeADS atau dari sumber lain) PLAGIARISM Dilarang keras melakukan copy paste tanpa mencantumkan sumber ( dalam tugas ataupun ujian )

4. Kesepakatan Kelas Ketua Kelas C Kurikulum 2017 : Samuel Karuniawan (089663110338) Ketua Kelas C Kurikulum 2020 : Bintang Rachmat (081289622203 / 085156149760) Ketentuan Absensi Absensi diambil paling lambat 30 menit setelah kelas dimulai , bergabung dalam room lewat dari itu terhitung tdk hadir Jadwal UCP Dilaksanakan pada TM 4, 8,12, dan 16 Kelas Besar Dilaksanakan pada TM 5, 6, 13, 14

5. Pembagian Kelompok Kelas C’17 TOPIC GROUP NUMBER MEMBER 03. Pasar Digital 1 04. Riset Pemasaran Digital 2 05. Produk & Harga Online 3 06. Internet sebagai Saluran Distribusi 4 07. Konsumen Online 5 10. Komunikasi Pemasaran Digital (Owned Media) 6 11. Komunikasi Pemasaran Digital (Earned Media) 7 12. Komunikasi Pemasaran Digital (Paid Media) 8 13. Customer Relationship Management (CRM) 9 14. Isu Hukum dan Etika 10

6. Pembagian Kelompok Kelas C’20 TOPIC GROUP NUMBER MEMBER 03. Pasar Digital 1 04. Riset Pemasaran Digital 2 05. Produk & Harga Online 3 06. Internet sebagai Saluran Distribusi 4 07. Konsumen Online 5 10. Komunikasi Pemasaran Digital (Owned Media) 6 11. Komunikasi Pemasaran Digital (Earned Media) 7 12. Komunikasi Pemasaran Digital (Paid Media) 8 13. Customer Relationship Management (CRM) 9 14. Isu Hukum dan Etika 10

7. KRITERIA PENILAIAN Presensi 10% Tugas Mandiri /UCP I 15% Tugas Kelompok /UCP III 15% UTS/UCP II 25% UAS/UCP IV 35%

8. REFERENSI BUKU Utama: Chaffey, D. & Smith, PR. (2017). Digital marketing excellence : planning and optimizing your online marketing. 5th edition, New York: Routledge. [PU1] Strauss, J. & Frost, R. (2014). E-Marketing. 7th Edition, England: Pearson Education Limited. [PU2] Pendukung : Astuti , M., MM, M., Matondang , N., Kom , S., & MM, M. T. (2020). Manajemen Pemasaran : UMKM Dan Digital Sosial Media. Deepublish . [PP1] Marlina , Leni, et al. DIGITAL MARKETING. Widina Bhakti Persada Bandung, 2020. [PP2] Meida , F., Astuti , M., & Nastiti , H. (2022). Pengaruh Kualitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Pelanggan E-Commerce Sociolla Di Era Pandemic. 5(2), 157–166. [PP3]

9. DEFINISI, LINGKUP & DINAMIKA PEMASARAN DIGITAL Definisi Pemasaran Digital Lingkup pemasaran digital (offline & online digital marketing) Dinamika pemasaran digital Pemasaran digital di masa lalu Pemasaran digital saat ini Pemasaran digital di masa depan

10. Learning Outcomes Mahasiswa mampu menjelaskan definisi , lingkup serta dinamika pemasaran digital [ELO 3]

11. Definisi Pemasaran Digital 01 You can enter a subtitle here if you need it

12. E- Business, E-Commerce and E-Marketing E-business is the optimization of a company’s business activities using digital technology E-commerce is the subset of e-business focused on transactions that include buying/selling online, digital value creation, virtual marketplaces and storefronts, and new distribution channel intermediaries. E-marketing is the use of information technology for the marketing activity, and the processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and ­society at large

13. Lingkup pemasaran digital 02 You can enter a subtitle here if you need it

14. The Web is the portion of the internet that supports a graphical user interface for hypertext navigation, with browsers The web is what most people think about when they think of the internet Electronic marketing reshes far beyond the web E-Marketing Is Bigger Than The Web

15. E-Marketing Is Bigger than Technology Individuals Businesses Communities Society

16. Dinamika pemasaran digital 03 You can enter a subtitle here if you need it

17. Gartner predicted that the e would drop, making e-business is just business, and e-marketing is just marketing Nevertheless, e-business will always have its unique models, concepts and practices The e-marketing landscape is changing rapidly due to customer generated content, mobile internet access, social media and distruptive technologies The E Drops from E-Marketing

18. Evolution From Web 1.0 To Web 5.0

19. E-Marketing: Web 1.0 The “read-only” web The shopping cart – presenting product to customer Static web – no communication on it

20. E-Marketing: Web 2.0

21. E-Marketing: Web 2.0 Web 1.0 connected people to networks Web 2.0 connected people with machines and each other Web 2.0 is the second generation of internet technology and includes : Blogs, Social Networking, photo, video and bookmark sharing)

22. E-Marketing: Web 2.0

23. Other trends affecting consumer attention are as follows Consumers trust each other more than companies Market and media fragmentation. Connections are critical. Everyone is a content producer Information transparency Social commerce

24. E-Marketing: Web 3.0

25. Customer Engagement Connects Company Content with Consumer Characteristic

26. Wireless Networking and Mobile Computing Cell phones, PDAs and laptop connect to the internet via wireless modem worldwide Starbucks Hotels and airports Queen mary II Luxury lines Train stations Customers will have information, entertainment and communications when, where and how they want it.

27. Appliance Convergence The receiving appliance is separate from the media type. Computers can receive digital radio and TV. TV sets can receive the Web. New types of “smart” receiving appliances will emerge. Internet refrigerator is many digital appliances in one. Global positioning systems (GPS) allow in-car communication and entertainment.

28. E-Marketing: Web 4.0

29. E-Marketing: Web 5.0 The next web

30. E-Marketing: Web 5.0 The next web

31. The best marketing doesn’t feel like marketing ~ tom fishburne

32. Do you have any questions? Please keep this slide for attribution thanks!