Analysis of Marketing Communication Strategies Batamnews.Co.Id

in Increasing the Number of Advertisers

Eka Sri Agustina, and Aditya Wirangga Pratama

Department of Business Management, Politeknik Negeri Batam, Jl. Ahmad Yani, Batam, Indonesia

Keywords: SWOT analysis, IFAS matrix, EFAS matrix, Marketing Communication.

Abstract: This research is done to find out how the strengths and weaknesses that become internal factors Batamnews

in increasing the number of advertisers, how the opportunities and threats that are becoming an external factor

Batamnews in increasing the number of advertisers, how marketing communication strategy Batamnews in

increasing the number of advertisers and how to position Batamnews compared to other online media. This

study uses a qualitative method with a SWOT analysis seen from internal factors, external factors and the

profile of competition. The results obtained from IFAS and EFAS are the highest strength namely the many

variations of advertisements offered with a score of 0.504. The highest weakness is the number of human

resources (HR) with a score of 0.193. The highest chance is that the news displayed has been verified by the

Press Council with a score of 0, 580. The highest threat is similar businesses which continue to increase with

a score of 0.191. Based on the SWOT analysis diagram the right strategy carried out by Batamnews is an

aggressive strategy. In addition, Batamnews can also use strategies contained in the SWOT matrix such as

improving news quality, improving the quality of existing advertisements, providing appropriate discounts or

prices, and increasing relationships. For the results of the competitive profile matrix in Batamnews is in the

first place when compared to two similar companies.

1 INTRODUCTION

1.1 Background

In modern marketing strategies advertising is now

important for some people. Advertising is a medium

that is widely used by someone or company in

introducing their products or services to the public.

A product needs promotion to be known, especially

on products that have just been made. Basically, the

purpose of advertising is aimed at a communication

mission so that what is informed can be well

received. Advertising can also influence the

attitudes, perceptions and behavior of consumers to

buy and use the products offered.

The message in the ad must be in accordance

with the facts so as not to harm consumers.

Advertising is a source of income for a media

business. The development of media such as now

makes it easy for anyone to place advertisements

apart from mass media such as newspapers, radio

and television we can access them through online

media. The rapid development of the internet in

recent years has had an impact on online media and

affected the old mass media, especially print,

because the public is now more interested in reading

news through online media because it's easier if you

want to see it. Online media advertising is also

interesting to look at in terms of graphics or

animative aspects.

Batamnews is a fairly good online media in the

Riau Islands and has become a reference for the

community in reading news. Products from

Batamnews are news and advertisements. In news

and advertisements Batamnews always gives a new

look about information on sports, property,

economy, technology, culinary, lifestyle,

automotive and so on. To maintain the media

industry in the midst of competition between the

media, Batamnews has a good marketing

communication strategy for the marketing success it

carries out.

Strategy is a tool that is usually used by a

company to see both internal and external conditions

so that the company's goals can be achieved, so that

a company is able to anticipate changes in internal

and external environmental conditions. So, this

company will be able to distinguish clearly from all

management functions, consumer distributors and

Agustina, E. and Pratama, A.

Analysis of Marketing Communication Strategies Batamnews.Co.Id in Increasing the Number of Advertisers.

DOI: 10.5220/0010353602370242

In Proceedings of the 2nd International Conference on Applied Economics and Social Science (ICAESS 2020) - Shaping a Better Future Through Sustainable Technology, pages 237-242

ISBN: 978-989-758-517-3

237

competitors (Rangkuti, 2001). According to Malau

(2017), marketing communication is the process of

informing an offer of a product or service to the

intended consumer.

Batamnews is a new company compared to other

similar online media companies, especially in Batam

City and certainly has many competitors. Therefore,

if Batamnews wants to stay in the marketing

environment, the company must be able to analyze

all opportunities and threats in its work

environment. Therefore, pelieli conduct research

with the title "Batamnews.co.id Marketing

Communication Strategy Analysis in Increasing the

Number of Advertisers".

1.2 Formulation Problem

Based on the background above, the researchers

formulated the problem as follows:

1. How are the strengths and weaknesses that are

the internal factors of Batamnews in increasing

the number of advertisers?

2. What are the opportunities and threats that are

external to Batamnews in increasing the number

of advertisers?

3. How is the marketing communication strategy

implemented by Batamnews in increasing the

number of advertisers?

4. How does Batamnews compare to other online

media?

1.3 Reseach Purpose

The purpose of this study is as follows:

1. To find out the strengths and weaknesses that are

internal factors Batamnews in increasing the

number of advertisers.

2. To find out how the opportunities and threats that

become external factors Batamnews in

increasing the number of advertisers

3. To find out how the marketing communication

strategy applied Batamnews in increasing the

number of advertisers.

4. To find out how Batamnews is compared to other

online media.

1.4 Benefit of Research

1.4.1 Practical Benefits

For Companies: expected to provide information,

evaluations and contributions in strengthening

marketing communication strategies on the news

itself, in order to increase the number of advertisers

and their existence among other online media

entrepreneurs.

1.4.2 Theorecal Benefits

For readers: expected to provide information related

to marketing communication strategies in increasing

the number of advertisers, especially on online

media. And can be a reference material for other

research in conducting the same research related to

similar objects.

For authors: this research is expected to be able

to add knowledge, insight, and gain new experiences

related to what has been studied.

2 LITERATURE REVIEW

2.1 Marketing Mix

Service marketing mix is a tool used by marketers for

an activity that needs to be considered so that a

marketing strategy activity can run smoothly

(Lupiyoadi, 2014). According to Zeithaml and Bitner

(quoted in Wibowo and Priansa, 2017) The mix in

marketing a product with a service product that we

know so far is different, namely product, price, place,

promotion, process, people, and physical evidence.

2.2 Marketing Communication Tools

According to Lupiyoadi (2014), a marketing

communication tool is an activity that is not only a

corporate tool to communicate to consumers but also

a tool to persuade consumers in an activity of buying

or using services according to the needs and desires

of consumers. Meanwhile, according to Tjiptono and

Chandra (2012) in general, promotions will differ

between the end consumer market and the business

market, therefore there is an allocation of promotional

mix elements in marketing communications for the

final market, namely: advertising, sales promotion,

personal selling, public relations and direct

marketing.

2.3 Advertising

According to Kotler and Keller (2009), advertising is

a paid form of non-personal achievements and the

promotion of ideas in the form of goods or services

by sponsors must be clear. Advertising can also

be one of the most cost effective ways to send a

message to be delivered either with the aim of

ICAESS 2020 - The International Conference on Applied Economics and Social Science

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building a brand preference or also to educate people

who see or read it.

2.4 Internet Advertising Format

According to Morissan (2010), it states that print

media or broadcast media, both in the form of the

internet are also media that are usually used for

advertising. A large company must now think of

using the internet as a medium to promote a product

or service. Internet advertising has several formats,

namely to use the internet as a medium to promote a

product or service. Internet advertising has several

formats which include banners, sponsorship, pop-

ups, in-stream advertisements, links and finally

webcasts.

2.5 Internet and the Web

The internet or also called interconnection

networking is all networks that are connected to one

another by using the global standard Transmission

Control Protocol (TCP) system as a protocol to serve

billions of users throughout the world (Irwansyah and

Moniaga, 2014). Meanwhile, according to Hidayat

(2010), a website or also called a collection of pages

is used to show the contents of information in the

form of text, still images or animated motion, sound

or a combination of all things that are static or

dynamic that make a series of interconnected.

3 RESEARCH METHOD

3.1 Research Framework

Figure 1: A Research Framework

3.2 Research Focus and Subjects

The focus of research in Batamnews marketing

communication strategy is by using a marketing mix

of analytical services services used including SWOT

matrices, IFAS, EFAS, SWOT diagrams, and

competitive profile matrices. And the subjects in this

study are:

1. Chief Executive Officer (CEO) Batamnews

2. Marketing department

3. Editor Batamnews

4. Customers or readers of Batamnews

3.3 Data Collection Method

Data collection techniques in this study are:

1. Questionnaires

The technique of collecting data by giving written

questions or statements to respondents to be filled

in completely.

2. Interview

This interview technique used structured

interview techniques.

3. Documentation

The document in this study can be in the form of

a list of advertisers, the organizational structure of

the company, and other documents.

4 RESULTS AND DISCUSSION

4.1 IFAS Matrix

Table 1: IFAS Matrix.

Analysis of Marketing Communication Strategies Batamnews.Co.Id in Increasing the Number of Advertisers

239

Based on the results of the analysis of the IFAS

(Internal Factors Analysis Summary) matrix in table

3.1 shows that the strategic factors that are the main

strengths in news bars are many variations of

advertisements offered with the highest score of

0.504 with a weight of 0.13 (13%) and a rating of

3.875. Strategic factors that become the main

weakness are the number of human resources (HR)

with the highest score of 0.193 with a weight of 0.07

(7%) and rating of 2.75.

4.2 EFAS Matrix

Table 2: EFAS Matrix.

Based on the results of the analysis of the EFAS

matrix (External Factors Analysis Summary) in table

3.2 shows that the strategic factors that become the

main opportunity that is the news displayed has been

verified by the Press Council with the highest score

of 0.580 with a weight of 0.16 (16%) and a rating of

3.625. Strategic factors that become the main threat

are similar businesses continue to increase with the

highest score of 0.191 with a weight of 0.17 (17%)

and a rating of 1.125.

4.3 SWOT Analysis Diagram

Judging from the results of the IFAS score shows the

value on strengths getting 2,626 and weaknesses

getting 0,667 and getting 1,959 results this shows that

the strengths owned by Batamnews can overcome the

existing weaknesses quite well. The results from

EFAS show an opportunity value of 2.038 and a

threat of 0.761 and a result of 1.277 indicates that the

opportunities that exist can overcome various threats

quite well. The difference between each difference

factor is used to compare two small and big sides and

it can be seen that the difference is from internal

factors and external factors. In this case, it shows in

the SWOT analysis diagram that the Batamnews

company occupies quadrant 1, which supports an

aggressive strategy. This quadrant shows that the

Batamnews company is in a very favorable situation

besides the business also has the strength and

opportunity so that it can be utilized. Then it can be

described as follows:

ICAESS 2020 - The International Conference on Applied Economics and Social Science

240

Figure 2: SWOT Analysis Diagram

4.4 SWOT Analysis Matrix

The results of the SWOT analysis matrix are used to

compile the company's strategic factors and can

identify opportunities and threats by adjusting their

strengths and weaknesses. The following is the result

of the SWOT analysis matrix:

1. SO strategy (strength - opportunities)

This SO strategy is a strategy that uses power to

take advantage of existing company opportunities

such as:

a) Improve the quality of news and add more

varied ad variations.

b) Increase profitable relationships by giving

discounts or offering other payment

alternatives.

c) Increase comfort for customers who come.

d) Increase promotions with other media on a

regular basis with an attractive company

profile and quality products.

e) Improve and improve the quality of existing

advertisements.

2. WO Strategy (weakness - opportunities)

WO strategy is a strategy that minimizes

weaknesses to take advantage of company

opportunities such as:

a) Showing ads for other social media.

b) Provide prices in accordance with consumer

needs in advertising

3. ST Strategy (strength - threats)

ST Strategy is a strategy that uses power to

overcome existing threats such as:

a) Increase relations both from Batam and

outside Batam.

b) Providing attractive pricing or advertising

packages.

c) Improving the quality of human resources and

updating the existing system.

d) Increase the content and interesting news

topics every day.

4. WT Strategy (weakness - threats)



WT Strategy is a strategy that minimizes

weaknesses and avoids existing threats such as:

a) Showing ads on desktop to be seen on

mobile.



b) Determine the exact price for each customer.



c) Recruiting professionals, especially in the IT

field.



d) Improve and maintain working tools to

improve the products produced.



4.5 Competitive Profile Matrix

This competitive profile matrix is used to identify a

company's main competitors. The weight given to the

competitive profile matrix is the same as the IFAS

and EFAS matrix. From the results of the competitive

profile matrix batamnews.com has two competitors,

namely haluankepri.co.id and batamtoday.com which

are competitors who are both engaged in online media

especially those in the city of Batam. From the

competitive profile matrix table, it can be concluded

that batamnews.co.id is in the first position which has

a score of 3.275 while for the second position there is

haluankepri.com which is in the second position with

a score of 3.057 and the third position is

batamtoday.com which scores 3,009. The company

batamnews.co.id company, haluankepri.com, and

batamtoday.com are not much different both in terms

of strategic factors such as the ability of employees or

on time for news and advertising jobs. But there are

three strategic factors that make batamnews.co.id

superior, namely the ad variations offered for

batamnews.co.id ad variations are superior because

the latest ad package offers compared to its

competitors, who still feel they offer banners, pop-

ups, and advertisements other online. Furthermore,

the location factor that is easily accessible to

prospective batamnews.co.id consumers is superior

because in terms of Engku Putri area. The last factor

is the price given in accordance with the

advertisements shown, this factor is also the last

major factor because the price given batamnews.co.id

is more affordable than its competitors, namely

haluankepri.com and batamtoday.com. location

batamnews.co.id has a location in the center of

Batam, namely Batam Center, more precisely in the

Engku Putri area. The last factor is the price given in

accordance with the advertisements shown, this factor

is also the last major factor because the price given

batamnews.co.id is more affordable than its

competitors, namely haluankepri.com and

batamtoday.com.

Analysis of Marketing Communication Strategies Batamnews.Co.Id in Increasing the Number of Advertisers

241

Table 3: Competitive Profile Matrix



STRATEGIC FACTORS Weight

Batamnews.co.id Haluankepri.co

Batamtoday.com

Rating Score Rating Score Rating Score

1. Product

Variations of advertisements offered

20% 3,375 0,675 3,125 0,625 3,125 0,625

2. Price

Prices are given according to the advertisements shown

15% 3,125 0,469 3 0,450 3 0,450

3. The place

A location that is easily accessible to potential customers

13% 3,625 0,471 2,875 0,374 2,375 0,309

4. Promotion

Segmentation and market share

14% 3,25 0,455 3,125 0,438 3,25 0,455

5. Person

The ability of employees to process news and design

13% 3,125 0,406 3,125 0,406 3,125 0,406

6. Process

Timely in progress and always updated

11% 3,125 0,344 3,125 0,344 3,125 0,344

7. Physical Proof

Display advertisements displayed

14% 3,25 0,455 3 0,420 3 0,420

Total 100% 3,275 3,057

3,009

5 CONCLUSIONS

Based on the results of research and discussion in this

study can be concluded:

1. The highest strength in the strength factor is the

number of ad variations offered with a score of

0,504 and the highest weakness in the weakness

factor is the amount of human resources (HR)

with a score 0,193.

2. The highest opportunity on the opportunity factor

is that the news presented has been verified by the

Press Council with the highest score 0,580 and the

highest threat to the threat factor is that similar

businesses continue to increase with a score of

0,191.

3. The results of the IFAS and EFAS matrix

calculations and in the SWOT analysis diagram

the right strategy carried out by Batamnews is an

aggressive strategy. In addition, Batamnews can

also use strategies contained in the SWOT matrix

such as improving news quality, improving the

quality of existing advertisements, providing

appropriate discounts or prices, and increasing

relationships.

4. The results of the competitive profile matrix of

Batamnews' position are in the first place of two

similar companies by comparing the existing

factors, namely the variety of advertisements

offered, the prices given are in accordance with

the advertisements displayed, locations that are

easily accessible to potential customers,

segmentation and market share, employee

capabilities. processing news and designing, on

time in work and always updated and the last

display of ads shown.

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