Proposed Content Marketing Strategy for Addictea
| Main Authors: | Purnama, Ricky Adhitya; School of Business and Management, Institut Teknologi Bandung, Nasution, Reza Ashari; School of Business and Management, Institut Teknologi Bandung |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4478 |
Daftar Isi:
- Addictea has been established since 2011. The main product of Addictea is milk tea with 'ready to drink' concept.. In the early days of Addictea, e-commerce and online transactions had occurred but not as massive as today. Addictea's main sales model is cooperate with places that have high visitor traffic. Addictea, which initially relied on offline channels, began to enter the ‘online world’ as an additional channel to reach consumers. Addictea is facing problems with this. Especially in creating content that is able to build engagement from the audience. Engagement means that there are attraction and interactional communication between the brand and its audience. This study used a qualitative. The primary data gathered is from interviewing Addictea owner and consumer. For analysis technique, descriptive and exploratory analysis is performed. The author develops a content marketing strategy to resolve business issues using ‘content marketing formulation’ initiated by Setiawan and Savitry (2016).Keyword: Engagement, Consumer, Content Marketing Strategy