PERANCANGAN PROGRAM “KEPOINBRANDYUK” SEBAGAI DATABASE MARKETING DI PT SURYA CITRA MEDIA Tbk.

Rizca Haqqu; Salma Annisafitri

doi:10.46576/jnm.v8i1.4849

PERANCANGAN PROGRAM “KEPOINBRANDYUK” SEBAGAI DATABASE MARKETING DI PT SURYA CITRA MEDIA Tbk.

Rizca Haqqu, Salma Annisafitri

Abstract

Komunikasi pemasaran adalah kunci untuk memahami kebutuhan pelanggan dan mempertahankan keberhasilan merek. Melalui proses ini, perusahaan dapat menghubungkan produk atau layanan mereka dengan pelanggan potensial, membangun citra merek yang kuat, dan mempengaruhi keputusan pembelian. Penggunaan database marketing memungkinkan analisis kinerja yang lebih efektif, memberikan keunggulan kompetitif bagi media seller dengan komunikasi pemasaran yang lebih terarah. PT Surya Citra Media Tbk (SCM) selaku media seller berinovasi dengan menciptakan proyek “KepoinBrandYuk” untuk mengoptimalkan komunikasi pemasaran B2B melalui database marketing. Program ini mengumpulkan data potential clients, termasuk informasi aktivasi, industri, dan tren pasar yang membantu dalam pendekatan yang lebih baik kepada calon media buyer. Perancangan program “KepoinBrandYuk” diharapkan dapat memperbesar basis klien potensial SCM, meningkatkan kompetensi riset dan pengolahan data, serta mempertahankan posisi SCM di industri media yang kompetitif.

Keywords

Database Marketing, Komunikasi Pemasaran B2B, Model Komunikasi Pemasaran, Program “KepoinBrandYuk”, PT Surya Citra Media Tbk.

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DOI: https://doi.org/10.46576/jnm.v8i1.4849