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What's happening in PresUniv


Published: 06 Jul 2022

Communication Study Program, President University (PresUniv), held a webinar concerning Communication Studies in the digital era, Wednesday (29/6). The webinar presented Dr. Hifni Alifahmi, M.Sc., IAPR,  an observer of corporate communications, public relations, marketing communications, and branding. Fahmi, as he is called, discussed The Four Pillars of Integrated Marketing Communications in The Digital Era.

In his presentation, Fahmi shared his understanding of marketing communication and the strategies in it. He used a case study of the BTS Meals product by McDonald's as an example. MacDonalds produces a meal in collaboration with BTS, one of the K-Pop groups from South Korea that is currently a world famous. He said, the sales success of the BTS Meals product was because McDonald's used BTS as the endorser. "That's the importance of multi celebrity endorser in a marketing,".

Then, he described the four pillars that are often used and integrated with marketing communications, namely stakeholders, content, channels, and results. These four pillars are used to analyze the results and success in marketing communication practices by each brand. It is also important to utilize the momentum of events to increase the branding of the products and activities being marketed. "For example, the Cappadocia phenomenon from the film Layangan Putus to marketing communications at the Jakarta International Stadium," he said. (Silvia Desi Betrice, PR team. Photo: Doc. Communication Study Program)