An IMC Campaign Planning to Increase Active Users on Noice Application in Greater Jakarta Area
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Institusion
INSTITUT KOMUNIKASI DAN BISNIS LSPR
Author
Agata, Olga
Subject
HT Communities. Classes. Races
Datestamp
2023-12-29 07:13:42
Abstract :
As the digital era growth so fast, radio station as a conventional media should keep up with the trend. According to Nielsen data stated on Romaltea, there?s shifting on a radio trend in Indonesia. It was stated that people under 35 years old is not listening to the physical radio but streams it online or with radio tuner on their phone. Romaltea added 4/10 radio listeners are using their smartphone to streams their favorite radio station.Regarding to those fact, Mahaka Radio Integra (MARI) created a brand new application named NOICE as a radio and audio content streaming application. In order to deliver the message and increase active users on NOICE, the integrated marketing communication by Belch and Belch theory was used to plan an integrated marketing communication campaign for 2020 named ?LebihDekat?. This campaign has several activities such as Intimatalk, NOICE VR Concert, and promoting the event and the applications through many channels. Keywords: NOICE, Marketing Communication, Campaign Planning, Integrated Marketing Communication
As the digital era growth so fast, radio station as a conventional media should keep up with the trend. According to Nielsen data stated on Romaltea, there?s shifting on a radio trend in Indonesia. It was stated that people under 35 years old is not listening to the physical radio but streams it online or with radio tuner on their phone. Romaltea added 4/10 radio listeners are using their smartphone to streams their favorite radio station.Regarding to those fact, Mahaka Radio Integra (MARI) created a brand new application named NOICE as a radio and audio content streaming application. In order to deliver the message and increase active users on NOICE, the integrated marketing communication by Belch and Belch theory was used to plan an integrated marketing communication campaign for 2020 named ?LebihDekat?. This campaign has several activities such as Intimatalk, NOICE VR Concert, and promoting the event and the applications through many channels. Keywords: NOICE, Marketing Communication, Campaign Planning, Integrated Marketing Communication
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