Digital Marketing Strategy for Campaigning @kedasbeutypusat Social Media Accounts on TikTok Application

DOI

10.2991/assehr.k.220705.002How to use a DOI?

Keywords

digital marketing; business development; tiktok; kedasbeauty

Abstract

In today’s society the marketing process is not only done conventionally but also the role of digital technology has brought changes in online marketing, making it much in demand by business people in promoting their products. As a result, business people are increasingly interested in implementing online marketing to promote their products. This study aims to answer the question of how digital marketing develops a business and discover digital marketing strategies through campaigns on the accounts @kedasbeautypusat TikTok app. Although many studies have been conducted on digital marketing, little has been done on campaigns in the TikTok application. This study employs a qualitative descriptive methodology with a case study as the approach, and content analysis is also used to identify patterns. The subject of this study is the @kedasbeautypusat TikTok account, which has 1.5 billion followers and considered as the most popular skincare product account compared to others. The data collection techniques of this study are direct observation on the @kedasbeautypusat TikTok account, documentation, and literature study. The researchers analyzed a hundred contents selected from May to September 2021. The results revealed that @kedasbeautypusat used the TikTok application as a marketing and business development effort in three ways: storytelling, stepping into real-world relationships with consumers and growing with your customers to be social and human with trust. Furthermore, the researchers also discovered that the use of TikTok Apps is very successful in establishing two-way communication.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Zamroatul Fuaddah
AU  - Ismi Dwi Astuti Nurhaeni
AU  - Andre Rahmanto
PY  - 2022
DA  - 2022/07/13
TI  - Digital Marketing Strategy for Campaigning @kedasbeutypusat Social Media Accounts on TikTok Application
BT  - Proceedings of the 3rd International Media Conference 2021 (IMC 2021)
PB  - Atlantis Press
SP  - 19
EP  - 30
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220705.002
DO  - 10.2991/assehr.k.220705.002
ID  - Fuaddah2022
ER  -