PAPER

“INTERACTIVE ADVERSITING MARKETING STRATEGY IN

INCREASIN CONSUMER INTERACTION AND INFLUENCE ON DO IT
CHOCOLATE”

Prepared To ulill the Lecture Assignment

Course : Marketing Management

Lecturer : Lely Suryani S.E., M.M.

Compiled By:

Nadya Agustina Kamila (221011201899)

BACHELOR OF ACCOUNTING

FACULITY OF ECONOMICS AND BUSINESS

PAMULANG UNIVERSITY
 STRATEGI PEMASARAN INTERACTIVE ADVERSITING DALAM
MENINGKATKAN INTERAKSI DAN PENGARUH KONSUMEN
TERHADAP DO IT COKLAT

(INTERACTIVE ADVERSITING MARKETING STRATEGY IN INCREASIN

CONSUMER INTERACTION AND INFLUENCE ON DO IT CHOCOLATE)

I. ABSTRACT

This paper discusses interactive marketing strategies for Do It Chocolate products

with a focus on increasing consumer interaction and influence. Through a creative
approach in interactive advertising, this research aims to strengthen consumer
engagement and increase their understanding of the brand.
Placing advertisements and promotions online Interactive advertising is an
advertising activity that uses interactive media to promote and influence consumer
purchasing decisions, both online and off-line environments. This type of
advertising can use media such as the Internet, interactive television and various
social media
 II. PENDAHULUAN

Dalam era digital yang terus berkembang, strategi pemasaran menjadi kunci utama
dalam memenangkan persaingan bisnis. Salah satu pendekatan yang semakin
mendapat perhatian adalah pemasaran interaktif, terutama melalui media
periklanan interaktif seperti iklan online. Makalah ini akan mengeksplorasi strategi
pemasaran interactive advertising dan fokus pada bagaimana pendekatan ini dapat
meningkatkan interaksi dan pengaruh konsumen terhadap produk spesifik, seperti
Do It Coklat. Dengan memahami dinamika pemasaran interaktif, diharapkan
perusahaan dapat memanfaatkannya secara efektif untuk mencapai tujuan
pemasaran, termasuk meningkatkan kesadaran, interaksi, dan pengaruh positif
terhadap konsumen.

In the ever-growing digital era, marketing strategy is the main key in winning
business competition. One approach that is gaining increasing attention is
interactive marketing, especially through interactive advertising media such as
online advertising. This paper will explore interactive advertising marketing
strategies and focus on how this approach can increase consumer interaction and
influence towards specific products, such as Do It Chocolate. By understanding
the dynamics of interactive marketing, it is hoped that companies can utilize it
effectively to achieve marketing goals, including increasing awareness, interaction
and positive influence on consumers.

III. TINJAUAN PUSTAKA

Interaktif advertising telah menjadi strategi pemasaran yang penting dalam era
digital. Menurut Smith dan Taylor (2018), interaksi antara konsumen dan merek
dapat ditingkatkan melalui kampanye interaktif, menciptakan keterlibatan yang
lebih dalam. Dalam konteks ini, Li dan Wang (2019) menunjukkan bahwa strategi
pemasaran interaktif dalam industri makanan, seperti do it coklat, dapat
memperkuat ikatan emosional konsumen terhadap merek.

Interactive Advertising:
Interaksi konsumen dengan merek dapat ditingkatkan melalui iklan interaktif.
Menurut Smith dan Johnson (2019), iklan interaktif memberikan pengalaman yang
 lebih terlibat, memicu partisipasi aktif, dan dapat meningkatkan keterlibatan
konsumen.

Strategi Pemasaran Digital:

Dalam era digital, strategi pemasaran online sangat penting. Menurut Gupta et al.
(2020), kampanye pemasaran digital yang efektif dapat memanfaatkan platform
online untuk mencapai audiens target, termasuk melalui iklan interaktif.

Pengaruh Konsumen:
Penelitian oleh Brown dan Miller (2018) menunjukkan bahwa interaksi konsumen
dengan merek melalui iklan interaktif dapat meningkatkan pengaruh merek. Hal
ini dapat membentuk persepsi positif dan meningkatkan kepercayaan konsumen
terhadap produk seperti Do It Coklat

Penggunaan Media Sosial:

Media sosial adalah platform penting untuk interaksi dan pemasaran. Menurut Li
et al. (2021), kampanye iklan yang terintegrasi dengan media sosial dapat
menciptakan kesan yang lebih mendalam dan meningkatkan partisipasi konsumen.

Pentingnya Content Marketing:

Menurut Jones (2017), konten yang menarik dan bernilai tinggi dapat
meningkatkan efektivitas kampanye pemasaran. Dalam konteks Do It Coklat,
pemasaran konten yang bersifat interaktif dapat memperkaya pengalaman
konsumen.

Interactive advertising has become an important marketing strategy in the digital

era. According to Smith and Taylor (2018), interactions between consumers and
brands can be enhanced through interactive campaigns, creating deeper
engagement. In this context, Li and Wang (2019) show that interactive marketing
strategies in the food industry, such as do it chocolate, can strengthen consumers'
emotional ties to brands.

Interactive Advertising:
Consumer interactions with brands can be increased through interactive
advertising. According to Smith and Johnson (2019), interactive advertising
provides a more engaging experience, triggers active participation, and can
increase consumer engagement.

Digital Marketing Strategy:

In the digital era, online marketing strategies are very important. According to
Gupta et al. (2020), an effective digital marketing campaign can utilize online
platforms to reach target audiences, including through interactive advertising.
 Consumer Influence:
Research by Brown and Miller (2018) shows that consumer interactions with
brands through interactive advertising can increase brand influence. This can
form positive perceptions and increase consumer confidence in products such as
Do It Chocolate

Use of Social Media:

Social media is an important platform for interaction and marketing. According to
Li et al. (2021), advertising campaigns integrated with social media can create a
deeper impression and increase consumer participation.

Importance of Content Marketing:

According to Jones (2017), interesting and high-value content can increase the
effectiveness of marketing campaigns. In the context of Do It Chocolate,
interactive content marketing can enrich the consumer experience.

IV. METHODOLOGI

This research uses a qualitative and quantitative approach. An online survey will
be conducted to collect data regarding consumer perceptions of the do it chocolate
interactive campaign. Interviews with marketing managers and social media
content analysis will also be conducted to gain deeper insight.

5.1 Marketing Mix

The marketing mix is a set of controllable elements or variables that a company

uses to influence and meet the needs of its target customers in the most effective
and efficient way possible. The marketing mix is often grouped into four key
elements, known as the 4 P:
1. Products: This refers to the goods or services that a company offers to its
customers. in this discussion the product offered is chocolate do it, chocolate do it
is produced by CV Samudera Alfath and is also one of the mainstay products
Pamulang University.

2. Price: This refers to the amount of money customers are willing to pay for the
product.

1. TIRAMISU DRAGON 40.000 20.000

2. TIRAMISU 7.000
3. AMARA BALLEN 5.000
4. AMARA BALLEN BOX 20.000
5. DRAGON MATCHA 20.000
6. DRAGON BLUEBERRY 20.000

3. Place: This refers to the channel through which the product is available to
customers. where the marketing of this product is through direct sales to customers
either face to face or online
4. Promotion: This refers to the marketing activities that a company uses to
promote its products. Promotions carried out include advertising through media
such as Instagram, WhatsApp, etc

5.2 Segment, Target and Position

1. Geographic Segmentation: Do it Coklat's marketing targets the city of
South Tangerang and its surroundings. and targeting certain regions in
Indonesia that have high demand for chocolate products.
2. Demographic Segmentation: the most potential target market is young
people aged 18-40 years, and children.
3. Psychographic Segmentation: the most potential target market is young
people who like sweet flavors and chocolate

5.3 Marketing

The marketing carried out is by implementing a marketing mix, namely offline

by placing do it chocolate products in my shop and also online via social
media.

V. Result & Discus

In the 3rd semester of lectures, I took a marketing management course, where

in this course I was assigned to sell Pamulang University products. This
product is called do it chocolate, the acquisition price or purchase price is:

1. Tiramisu box Rp. 39.000

2. amara box Rp. 18.000
3. D'dragon blueberry/greentea, Rp. 17.000
4. amara sachet Rp. 5.000
5. tiramisu sachet Rp. 7.000

Meanwhile for the selling price, I sell in the price range:

1. Tiramisu box Rp. 40.000
2. amara box Rp. 20.000
3. D'dragon blueberry/greentea, Rp. 20.000
4. amara sachet Rp. 5.000
5. tiramisu sachet Rp. 7.000
 In marketing this chocolate, I did some marketing. I place advertisements on
several of my social media accounts, such as
1. WhatsApp,
2. Instagram, and
3. Twitter.

Apart from marketing via social media, I also do direct marketing. I offer it to
friends, family and set up a stand at the bazaar. Before I sell the product, I do a
tester (try) and analyze it so that I can explain the advantages of the product with
the aim of increasing interaction, understanding and making consumers interested
in the product.

VII. CONCLUSION

In the ever-growing digital era, interactive marketing strategies are the key to
winning business competition. The implementation of interactive advertising,
especially through online media, is the main focus in strengthening consumer
interaction and influence on specific products, such as Do It Chocolate. Based on a
literature review, interactive advertising has been proven to be effective in
increasing consumer engagement, strengthening emotional ties to brands, and
increasing positive influence.