p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 8 August 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 8, August 2024 3746
Integrated Marketing Communication Based on Digital
Marketing at D'emmerick Hotel Salatiga Indonesia
Annisa Khoiruni Hidaya
Universitas Diponegoro, Indonesia
Email:
[email protected]
*Correspondence
ABSTRACT
Keywords: Integrated
Marketing
Communication, Digital
Marketing, Hospitality.
This research aims to identify marketing communication
channels used to develop social media marketing plans and
appropriate implementation steps by d'Emmerick Hotel
Salatiga, types and forms of content, and techniques for
reaching hotel customer groups through conventional and
digital social media marketing channels in the most efficient
way. This research is a qualitative descriptive study. The
results of the analysis show that the company has used
conventional and digital marketing models, especially
during and after the pandemic. Digital marketing media
during and after the pandemic are more widely used,
including the use of official websites, Facebook, Instagram,
and TikTok, while YouTube was initially used but now
prefers TikTok. Apart from that, WhatsApp is also used for
personal relationships. The results of the SOSTAC analysis
show that there is a development in the use of social media,
especially Instagram, which has a high following, which
allows for a real increase in site visits.
Introduction
Advances in information and communication technology have created a growing
sub-field of marketing communications, rich in innovation and creativity, giving birth to
breakthroughs, namely the concept of integrated marketing communications analysis
(Kannan, 2017). Marketing Communications (IMC). Integrated Marketing
Communication (IMC) is a marketing communications planning process that is applied
to communicate planning concepts comprehensively to evaluate the strategic role of
various marketing communications elements. IMC pays attention to the added value of
comprehensive marketing planning to evaluate the strategic role of various disciplines
from the communication discipline, including general advertising, direct response, sales
promotion, and public relations (Duralia, 2018).
The activity marketing process in setting company targets requires an optimization
component of the promotion mix, that consists of advertising, sales promotion, public
relations, personal selling, direct marketing, interactive marketing, publicity, sponsorship,
and targeted word of mouth to integrate with mark brand (Nadilla, 2022), and if done with
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 8, August 2024 3747
correct optimally, they will give effect in a way direct impact on the behaviour of the
targeted audience. All of the communication aspects become important matters to deliver
information, thoughts, ideas, messages, and intentions verbally and non-verbally to the
audience (Fatimayin, 2018).
Optimization of marketing communication elements focuses on the effort to reach
effective performance, elaborate with additional sophisticated information and
communication technology that is applied in marketing channels, destinations,
accessibility, HR media channels, and tourism institutions (Mikulić, Krešić, & Gjurašić,
2023). Entering the era of digitalization, rapid technological developments are driving
marketing patterns to expand into digital base areas. Nowadays, the internet is an effective
role player in carrying out marketing (Visser, Sikkenga, & Berry, 2021).
Studies related to the implementation of Integrated Marketing Communication in
hotel and tourism companies have been carried out by previous researchers, both using
quantitative and qualitative designs. Currently, this has received quite a bit of attention,
especially since the shift in marketing communications towards digital. Some of the
previous research was carried out within the scope of hotel and tourism companies, for
example, research carried out by (Ndizera, 2018); (Seyyed Amiri, Dastourian, Foroudi,
& Nankali, 2017); (Šerić & Mikulić, 2020).
The phenomenon and development of the D'Emmerick Hotel Salatiga company
journey is one of the attractions and concerns for studying the integrated marketing
communication concept based on digital marketing in the company (OYINLOLA, 2021).
This research aims to explore further the implementation of IMC at D'Emmerick Hotel
Salatiga, which in turn also forms ideas about strategies to improve market position after
the COVID-19 pandemic using SOSTAC analysis. The use of SOSTAC analysis is the
differentiator from several previous analyses carried out by (Ndizera, 2018); (Amiri,
Dastourian, Foroudi, & Nankali, 2017); (Šerić & Mikulić, 2020). SOSTAC analysis
involves exploring the implementation of IMC from the stage of formulating the situation
faced by the company, the objectives of IMC implementation, strategy formulation,
tactics, actions that have been and will be taken, and control or evaluation of the results
of IMC implementation. Strategic communication itself is management's effort to pay
attention to and coordinate something that will be carried out with the elaboration of
several aspects of communication components to support and align the objectives of
activities to influence persuasively (Purnomo, Fadhilah, & Cahya, 2023).
Research Methods
The perspective of this study uses descriptive-qualitative research methods namely
understanding the phenomena and social realities experienced by research subjects
(Sembiring & Lubis, 2024). Holistic exploration and observation in the forms of
behaviour, motivation, perception, and action is carried out and expressed completely in
the form of language, written or spoken words which have a natural purpose in a specific
context. This research explores how the IMC strategy is implemented starting from
planning, implementation, program evaluation, implementation, and impact or influence
Annisa Khoiruni Hidaya
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 8, August 2024 3748
as well as an overall evaluation of the Integrated Marketing Digital-based communication
carried out by D'Emmerick Hotel Salatiga.
This research was conducted by interviewing informants at D'Emmerick Hotel
Salatiga: HRD, executives general manager, and the sales marketing manager. Data
collection was also carried out through direct observation at the d'Emmerick Hotel
Salatiga to analyze and explore related activities of several strategies and implementation
of Integrated Marketing Digital-based communication carried out by d'Emmerick Hotel
Salatiga during the Covid-19 and post-Covid-19 period for promotions to attract visiting
interest, including by accessing various digital media used such as Facebook, Instagram
and Tiktor as well as websites official. SOSTAC analysis was applied to see whether the
implementation of IMC has been carried out by the hotel.
Results and Discussion
Implementation of IMC
The study shows that d'Emmerick Hotel uses marketing media in a hybrid manner,
namely through the method of conventional (analogue) and digital marketing models,
although the proportion use of analogue models becomes smaller. In previous years,
d'Emmerick Hotel advertised heavily in print media and local television and radio.
However, currently, d'Emmerick uses a lot of digital modes; for its advertising.
Table 1
Implementation of IMC at D'Emmerick Hotel Salatiga
Type
Media
Activity
Objective
Segment consumer
Adve
rtisin
g
Analog
and
digital
Internet,
advertising,
products
and brochures
company
distributed by
promoters,
participate in
exhibitions
- Provide in a
way efficient a
number large
target
audience with
information
about the
existence of
the hotel
- Create interest
through the
target
audience
Customer segments
from various circles
Sales
Prom
otion
Analog
and
Digital
Promotions in
shopping
centres,
offices, and
business
centres with
offers of
discount
coupons, as
well as bonus
packages,
bundling,
- Possible
candidate
customer For
check and feel
products and
services
- Interesting
customer with
a lower price
- Offer product
addition for
Consumer/customer
segments in the area
around marketing
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 8, August 2024 3749
savings
packages
free to
increase mark
- Interesting
attention and
create
excitement
- Using
different
methods for
effective
promotion
Pers
onal
sellin
g
Analog
and
digital
Personal
Selling
- Help build
relationships
with
customers, and
educate them
about products
and services
- Creating
customer
loyalty
New consumers
Dire
ct
mark
eting
Analog
and
digital
Customer
service lines,
Internet &
social media
promotions
- Reach the
target audience
- Need response
direct
More young
population with
Internet access, users
active networking
social
Publi
c
Relat
ions
Analog
and
digital
Appearance
public, media
relations, work
volunteer
- Create image
positive
- Build
connections
with customers
and partners
for future
business
All segment
customer
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 8, August 2024 3750
Even
ts
Analog
Activity
community,
entertainment,
arts, contests,
festivals, CSR
- Increase image
positive
- Build a
connection
Good with
society and
customers
- Interweave
Connections
with partners
and associates
work,
corporate
- Interweave
connection
Good with
agency
government
- Target
Company
segmentation
Word
of
Mout
h
Digital
Open column
comment For
every digital
post
- Increasing the
positive image
and reducing
the negative
image given
- Build a
connection
Good with
society and
customers
All segment
customer
The results of the research found that d'Emmerick Hotel has used 4 types of digital
media in its marketing, namely: website, Facebook, Instagram, and TikTok. Meanwhile,
although YouTube was once used, it is no longer used often because it is relatively more
difficult. However, thereby YouTube is precisely Lots used by other parties such as hotel
consumers and YouTubers who create content about the Hotel d'Emmerick.
1. Website
The official website address of D'Emmerick Hotel is https://d-emmerickhotel.com/.
The website displays the options regarding types of hotel rooms, hotel facilities, rides
offered by the company, unique event experiences that can be obtained from the
D'Emmerick Hotel Salatiga, and how to book rooms or hotel facilities.
2. Facebook
D'Emmerick Hotel has a Facebook account called D'Emmerick Hotel Salatiga
(Official). However, D'Emmerick Hotel Salatiga is not active enough on Facebook, so
they don't publish enough posts. D'Emmerick also collaborated with D'Emmerick
Adventure Park a natural tourist attraction in the hotel area and is still under the same
management as D'Emmerick Hotel Salatiga.
3. Instagram
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On the type of social media currently, d'Emmeerick Hotel is very active post its
activities. The condition of the Instagram account of D'Emmerick Hotel Salatiga showed
that their performance was relatively better and active enough.
4. TikTok
TikTok is the ultimate media utilized by the d'Emmerick Hotel. The hotel has
posted videos on the TikTok app and got quite a lot of followers. The posts contained
events held at the location and videos of the facilities of D'Emmerick Hotel, though
interaction with the audience was still less, however, the style of the content presented
was quite interesting.
Types of marketing communication implemented by Hotel d'Emmerick in both
analogue and digital were explained in the following Table 2:
1. Advertising
Advertising carried out by the d'Emmerick Hotel consisted of printing media,
electronic media as well as online media. The printing media advertising model is not as
popular as online media is, so the printing media format now begins to adapt to online
format.
Advertising is also carried out by installing billboards, and pamphlets in several
locations in Salatiga City. For mass media, the hotel has been in collaboration with online
newspapers, TV, Radio Trax FM, Rasika FM, Ambarawa Semarang FM, and Zenith FM,
it can be done during gatherings, bartering processes with broadcasts covered in the media
made collaboration in Videotron with Amidis mineral water products.
2. Sales promotion
Sales promotion covers wedding packages and holiday packages. The packages are
also designed for sports events, and offer accommodation, tickets, breakfast, and
sightseeing. Promotions on social media usually involve ongoing promos that are tailored
to the moment, iftar events, Shyamalan, New Year, halal bi halal, bundling packages,
three-month promos, vouchers, discounts, and so on.
3. Personal selling
Forms of personal selling carried out by d'Emmerick Hotel are sales calls, sales
trips, sales blitz email marketing, gatherings, tabletop discussions, and so on.
4. Direct Marketing
Direct marketing is a marketing strategy to build more relationship stronger and
more personal between buyers and customers selected in a way directly, with a
sophisticated current internet network This can held online, via WhatsApp, Facebook,
and Instagram.
5. Public Relations
Most of the narrative in public relations is present on online media such as official
websites and social media Facebook, Instagram, TikTok, and YouTube. Meanwhile,
conventional public relations are presented in newspaper's media partners such as Solo
Pos, Tribun News, Suara Merdeka, Wawasan, and so on.
To expand the public relations activities, D'Emmerick Hotel intertwines good
connections with nonsegmentation targets like government, corporate, church, and
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stakeholders of the hotels, such as the Indonesian Hotel and Restaurant Association,
Indonesian Hotel General Manager Association, and collaboration with local MSMEs
such as snacks typical Salatiga.
6. Events
There are many events held by D'Emmerick Hotel like anniversary celebrations, of
the hotel, performances of art culture, social media contests, music events, fashion show
events, greatness event competitions sports, CSR, education and arts, and other regular
events. A lot of CSR activities were carried out by D'Emmerick Hotel Salatiga to the
surrounding community, such as blood donations, sharing food during the moment of
fasting, Christmas assistance, assistance to residents drought impact from drought on
Mount of Merbabu, vaccination during the COVID-19 pandemic.
7. Word-of-mouth (WOM)
Several e-WOM marketing carried out by D'mmerick Hotel are saying accept love,
like, comment, and intertwine a good connection to the account holder account who posts
several videos made by a third party about D'Emmerick Hotel. Most of the WOM is
posted on Instagram and TikTok.
SOSTAC Analysis Results
The results of the SOSTAC analysis which consists of an analysis of reading the
situation faced by the company, setting goals, implementing strategies, implementing
tactics and actions carried out, and controlling/evaluating carried out are summarized in
the following table.
Table 2
Overview of Digital Marketing Goals, Strategies, Tactics, Actions (SOSTAC) and Results
Objective
Strategy
Tactics and
Action
Control ( Evaluation _
Optimizatio
n and
planning
Making Editorial
Calendar
All ads and content are
well planned (proper
theme, and narrative)
beforehand and posted
at the right time
Each post must be
completed in at least 1
day.
The person responsible
and implementing it is
the Marketing
Department
Evaluations are carried
out every week
customer
education,
brand
awareness
Content
marketi
ng,
keyword
• Promote
packages
before certain
seasons
(holidays,
The target segmentation
is all groups.
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optimiza
tion
anniversaries,
long holidays)
• Post pictures of
hotel
specialities
from the menu,
interesting
things;
• Create
infographics
about the
benefits of
healing and
outbound
opportunities,
provide
discounts for
members
• Make a video
about healthy
air cool, and
promote it to
business
travellers;
• Create regular
promotional
content
Increasing number of
website visits and social
media followers
The result of this point
is an increase in student
visits during the school
holiday months....family
visits during
holidays/weekend
holidays
Increase from
business/government
organizations at the end
of the month and the end
of the year
The person responsible
and implementing it is
the Marketing
Department
Evaluations are carried
out every week
Increase
brand
awareness
and
customer
engagemen
t
Social
media
marketi
ng
• Post content
more than 1, 2,
or 3 times a
week;
• Change your
profile picture
to a logo, and
create a collage
as a cover
photo;
• Add information
to sections
about hotels
and facilities,
events, and
sports;
• Respond to
comments and
questions in a
shorter time
frame;
• Ask questions in
the comments
section;
More prospects and
New customers, higher
satisfaction levels across
all segments
Increased visits to the
website, as well as
official social media,
room bookings, and
direct site visits
The person responsible
and implementing it is
the Marketing
Department
Evaluations are carried
out every week
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 8, August 2024 3754
• Encourage
customers and
employees to
post content;
• Add quizzes
(entertaining
content) and
give prizes to
the winners
Increase
ranking on
Google
Search
SEO
Marketi
ng
• Cooperate with
local
newspapers to
regularly write
articles about
the hotel; post
links on social
media;
• Adding a blog
from the hotel
side (Inviting
influential
people,
selectively (
celebs or
bloggers) so
that they
mention it on
social media
and blogs;
Appears on the first
page of Google search,
link
The greater the number
of website and social
media visits and hotel
room bookings.
The person responsible
and implementing it is
the Marketing
Department
Increase
interaction
with
existing
and
potential
customers
Marketi
ng e-
mail
• When sending
promotional
content, ask a
question or 2
about the
customer;
• Use strong
words on the
subject, to
attract
attention.
Attach
interesting
images.
• Use interesting
and fun words
• Use an official
company
account
specifically for
email and
office CP
Increasing number of
repeat visits from old
customers
Emerick is increasingly
becoming known among
various consumer circles
Increasingly high traffic
on social media and
websites
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• Test
deliverability
and display of
content on
desktop and
mobile
devices;
Mobile
Marketi
ng
• Employees must
have a separate
phone number
to log in to
WhatsApp ;
• Promote
WhatsApp
opportunities
across all social
media and
websites;
• Create simple,
attractive
images and
short, relatable
videos;
• Create pre-
written
messages, hello
messages,
information
about services
and products,
and thank you
messages;
• Use friendly con
emoticon ;
• Use Broadcasts
to create
customer
groups, but try
to keep the
number small
so that it does
not interfere
with excessive
customer
activity
intensity;
Better interactions with
existing customers,
better relationships,
higher levels of
satisfaction
Action stages become an important stage in implementation tactics, division role,
assignment framework time, and allocation the human resources/ Besides, as a strategic
objective of the hotel, d’Emmerick Hotel increases the amount of positive WOM,
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eliminating negative WOM, and maintaining trend sustainability, blogger/youtuber
relations as well increase connection with social media. reputation company online
proactive.
Table 3
IMC Actions
Media
Analo
g
Digital
Websit
e
Face
book
Instagr
am
YouTube
WhatsAp
p
Advertising
✓
✓
✓
✓
Sales
Promotion
✓
✓
✓
✓
Personal
selling
✓
✓
✓
✓
Direct
marketing
✓
✓
✓
✓
Public
relations
✓
✓
✓
✓
Blogger/Yo
utuber
relationship
✓
✓
✓
Events
✓
✓
✓
✓
Increase
positive
WOM
✓
✓
Reducing
negative
WOM
✓
✓
Evaluation of controls of SOSTAC elements can give a view of targeted customers
and customers' fixed, preferences, the effectiveness of the electronic tool, cost, and the
competitor situation. The control must be entered into the plan, which establishes
objectives, roles, and timing of the reporting process.
1. Analysis of Website
Figure 1 Analysis Website Tracking
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Results of tracking with Google Analytics show development visits to the d-
emmerickhotel.com website are declining from September to November 2023 after
previously there is high visitation in August 2023. The data also shows that most of the
visits are with mobile web devices rather than desktop devices.
2. Analysis of Instagram
Tracking results with the use of InsTrack describes hotel_emmerick_official
Instagram performance as follows:
Figure 2 Analysis of Instagram Followers Tracking
The data shows that amount hotel_emmerick_official Instagram followers tend to
experience a trend enhancement. However, thereby the level of engagement and number
of likes per week in the final month of December 2023 is likely down Amount the increase
in followers reached 3.98% in 90 days or adding new followers as many as 23 people
each week.
3. Analysis TikTok
Figure 3 Movement Amount Viewers TikTok emmerickhotel
Amount TikTok viewers of emmerickhotel seems to be very volatile and depends
on the information and quality of the video presented. During the observation period,
there was a declining trend in the viewers. The number of likes given by the audience to
TikTok material of emmerickhotel fluctuates greatly, however throughout the average
observation reaches 20 likes. For every video where the highest number of likes was only
as many as 34 likes, viewers reached 8924 users, sharing 32 users and 17 saved videos,
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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 8, August 2024 3758
namely on September 22, 2023, where a post with a video recap of the weekend's
activities at D'Emmerick Hotel. Likewise, the amount of comments is still under 5
comments except in early October 2023 which has possibly reached 10 comments.
Based on several findings, they show some of the challenges faced company in
serving integrated marketing communication based on online media and social media.
This can be caused by a lack of knowledge or resources.
Conclusion
Research findings show that d'Emmerick hotels still use analogue-based marketing
communication models combined with digital models, although the proportion of
analogue models used is currently getting smaller. In implementing digital marketing,
Hotel d'Emmerick has used 4 main types of social media and digital media, namely:
website official, Facebook, Instagram, TikTok, YouTube, and WhatsApp.
The results of the SOSTAC analysis show that the implementation of the use of
IMC by d; Emmeirck Hotel which was carried out seriously after the pandemic gave quite
good results, especially from the use of Instagram media where the number of posts made
was the largest, and as a result the number of visitors and views. increasingly increasing
day by day,
General recommendations for future digital marketing strategies include that
corporate organizations need to create a system of clear, competitive, credible, and
reliable promotional messages across various marketing activities. Just the products and
services of an advertising or marketing organization are not enough, but the message must
be consistent, unique, and interesting, this will lead to the formation of brand loyalty.
Additionally, companies need to implement an integrated online and offline marketing
communications strategy as more and more customers spend their time online. A mixed
model of both online and offline in the IMC strategy will achieve better results.
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