{"id":9715,"date":"2023-04-26T14:41:18","date_gmt":"2023-04-26T07:41:18","guid":{"rendered":"https:\/\/mediabuffet.co\/?p=9715"},"modified":"2023-05-25T16:41:03","modified_gmt":"2023-05-25T09:41:03","slug":"memahami-messy-middle-dalam-digital-pr","status":"publish","type":"post","link":"https:\/\/mediabuffet.co\/id\/education\/memahami-messy-middle-dalam-digital-pr\/","title":{"rendered":"Memahami \u201cMessy in the Middle\u201d dalam Digital PR"},"content":{"rendered":"

Audience digital semakin memiliki pola pemikiran kompleks sebelum memutuskan pilihannya dalam membeli atau menggunakan suatu brand. Dengan Digital PR kita bisa  memahami itu.<\/p>\n\n\n\n

Alistair Rennie dan Jonny Protheroe dari Google\u2019s Consumer Insights Team menjelaskan betapa rumitnya audience behaviour di Google Search saat ini. Dalam artikel \u201cHow people decide what to buy lies in the \u2018messy middle\u2019 of the purchase journey\u201d<\/a>, dijelaskan bagaimana pola audience dalam mengambil keputusan semakin tak teratur (the messy middle). <\/p>\n\n\n\n

Dalam memahami pola pengambilan keputusan belanja audience di Google, Alistair dan Jonny menemukan bahwa antara  pemicu (trigger) dan pengambilan keputusan membeli tidak linier. <\/p>\n\n\n\n

\u201cKita tahu bahwa touchpoint audience terhadap kanal-kanal online semakin rumit dan berbeda dari satu orang ke orang lain,\u201d jelas mereka. <\/p>\n\n\n\n

Touchpoint adalah interaksi antara bisnis dan pelanggan yang terjadi di dalam proses perjalanan pelanggan mencari brand atau produk yang ingin digunakan. Touchpoint secara signifikan akan sangat mempengaruhi pengalaman pelanggan serta persepsi mereka terhadap brand. <\/p>\n\n\n\n

\u201cYang kurang jelas adalah bagaimana pembeli memproses semua informasi dan pilihan yang mereka temukan di sepanjang pencariannya\u201d.<\/p>\n\n\n\n

Baca Juga: Memahami Audience Behavior dalam Digital PR<\/a><\/strong><\/p>\n\n\n\n

Strategi digital PR<\/h1>\n\n\n\n

Seperti yang pernah dibahas pada beberapa artikel Digital PR <\/a>yang telah dipublikasikan Media Buffet, digital PR merupakan strategi yang mengkombinasikan Public Relation tradisional dan digital marketing. <\/p>\n\n\n\n

Dalam prakteknya, strategi ini tak melulu  audience bukan lagi menjadi sebuah obyek akhir sebuah campaign yang dilakukan oleh brand, namun juga menjadi obyek riset dalam proses menentukan strategi itu sendiri.<\/p>\n\n\n\n

Melalui riset dengan menggunakan tools digital marketing, seorang praktisi digital PR akan bisa memahami keruwetan yang terdapat di bagian tengah pola decision-making audience \u2014antara pemicu dan keputusan. <\/p>\n\n\n\n

Audience diketahui mencari informasi tentang produk, lalu menimbang semua pilihan. Artinya, apa pun yang dilakukan audience di dunia online, seperti Google search engine, media sosial, umumnya merupakan proses eksplorasi, aktivitas yang ekspansif, dan evaluasi, aktivitas, yang pada akhirnya dapat diidentifikasikan.<\/p>\n\n\n\n

Contoh paling sederhana yaitu pemilihan keyword atau kalimat yang dituliskan dalam search engine bisa diidentifikasikan sebagai pola audience behaviour dalam mencari informasi di dunia online. <\/p>\n\n\n\n

Dari keyword tersebut, seorang praktisi digital PR bisa mempelajari apa yang ingin mereka ketahui sebelum membuat keputusan. <\/p>\n\n\n\n

Dari situ, kemudian bisa menentukan strategi yang tepat agar aktivitas PR yang akan dijalankan agar sesuai dengan apa yang dicari audience.<\/p>\n\n\n\n

Hal ini yang dilakukan Media Buffet ketika membantu Shell Indonesia dalam menarik lebih banyak investor yang mau berbisnis SPBU Shell. Sebelumnya Shell menggunakan keyword \u201ckemitraan SPBU\u201d dalam setiap informasi yang mereka sebar. Setelah kami pelajari ternyata audience lebih banyak menggunakan keyword \u201cbisnis SPBU\u201d. <\/p>\n\n\n\n

Hasilnya, di tahun 2020 ketika Media Buffet menjalankan campaign Shell, pertumbuhan jumlah investor yang membuka SPBU Shell naik.<\/p>","protected":false},"excerpt":{"rendered":"

Audience digital semakin memiliki pola pemikiran kompleks sebelum memutuskan pilihannya dalam membeli atau menggunakan suatu brand. Dengan Digital PR kita […]<\/p>","protected":false},"author":5,"featured_media":9718,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[117],"tags":[120,267,253,122],"class_list":["post-9715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","tag-digital-pr","tag-pr-agency","tag-pr-agency-jakarta","tag-public-relations"],"yoast_head":"\nMemahami \u201cMessy in the Middle\u201d dalam Digital PR - Media Buffet: Beyond Public Relations Agency<\/title>\n<meta name=\"description\" content=\"Konsumen memiliki pola pemikiran kompleks sebelum memutuskan membeli atau menggunakan suatu brand. 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