KOMUNIKASI PEMASARAN ERA DIGITAL: LITERATURE REVIEW TERHADAP STRATEGI ADVERTISING MULTIKANAL MCDONALD’S

Shintia Ariska

doi:10.52423/jikuho.v8i2.72

Authors

Shintia Ariska Universitas Indonesia

DOI:

https://doi.org/10.52423/jikuho.v8i2.72

Keywords:

Komunikasi Pemasaran , McDonalds's, Periklanan, Platform Digital

Abstract

Saat ini, komunikasi pemasaran ditandai dengan konsep percakapan multidimensi, dimana produk dapat menemukan suara mereka sendiri di ceruk pasar, bagi konsumen untuk merespons dari alam bawah sadar mereka. Digitalisasi telah secara drastis mengubah skema iklan yang mengarah pada investasi perusahaan yang lebih besar dalam iklan digital. Platform iklan digital menawarkan strategi pemasaran yang dapat menjangkau konsumen dari berbagai tempat sekaligus. Penelitian ini dilakukan untuk memahami pengembangan industri periklanan sebagai bagian dari komunikasi pemasaran di era digital dengan mengeksplorasi strategi periklanan McDonald yang menggunakan teknologi baru untuk mengoptimalkan upaya pemasaran baik secara global maupun dalam konteks lokal Indonesia. Data dalam penelitian ini diperoleh melalui tinjauan literatur artikel ilmiah dan sumber kredibel lainnya yang relevan. Hasil penelitian ini menunjukkan bahwa McDonald's menggunakan teknologi iklan digital terbaru seperti iklan online, AdWords/Adsense, signage digital, endorsement, crowdsourcing dan data mining untuk bertahan di pasar dan memenuhi preferensi konsumen. Praktik iklan multikanal McDonald’s telah terbukti efektif dan sukses. Hal ini ditunjukkan melalui peningkatan pendapatan dari outlet makanan cepat saji nomor satu dunia tersebut. Selain itu, praktik periklanan ini membuat McDonald’s tetap relevan dengan segmentasi konsumen lintas generasi serta meraih peningkatan popularitas.

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