The Importance of Social Media and Digital Marketing to Attract Millennials’ Behavior as a Consumer

Sarah Silvia
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Sarah Silvia: Master Degree of Communication, London School of Public Relations Jakarta, Marketing Communication, Indonesia

Journal of International Business Research and Marketing, 2019, vol. 4, issue 2, 7-10

Abstract: The use of social media and digital marketing is nowadays becoming a strategic tool in terms of building brand awareness and running a marketing campaign. Shifting from the era of conventional or mass media, by using social media and digital marketing, the marketers can track brand’s competitors and have more measurable campaign results. The usage of having these online activities is also to know about people’s opinion about the product, building brand reputation, and most importantly very targeted for the millennials. The study is descriptive in nature. The study used The Hook Canvas Model in Marketing by Nir Eyal. The study objective is to investigate why social media and digital marketing is significant to do branding and marketing activities lately, and what are the proper steps for doing so. The description is based on the explanation of social media and digital marketing usage, especially for Millenials era, explaining the steps of doing digital and online campaign, while also describing The Hook Canvas Model by Nir Eyal for the latest social media and digital marketing phenomenon. The data used in the study include interview, observation, and library research. The data were analyzed in three stages, such as reduction, presentation, and conclusion drawing. The results of the study show that social media and digital marketing campaign are not only useful to create brand awareness and engage the customers but also crucial in terms of measurement. By doing these kinds of marketing efforts (digitally), the effectiveness of each campaign can be measured, the behavior of the customers or even the potential ones could be tracked beforehand, and the reach of the message could be spread wider rather than making only traditional marketing efforts.

Keywords: Social Media; Digital Marketing; Online Branding; Millennials (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:4:y:2019:i:2:p:7-10

DOI: 10.18775/jibrm.1849-8558.2015.42.3001

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