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Majalah MARKETING – IMC / NOVEMBER 2008

Belajar dari Amazon.Com
Situs ini berhasil memanfaatkan teknologi internet untuk membangun customer datkaabase dan berkomunikasi secara efktif dengan para pelanggannya. Bagaimana kisahnya? Media komunikasi saat ini berkembang dengan pesat. Terkait dengan itu, Integrated Marketing Communications (IMC) menawarkan konsep dalam mengelola seluruh bentuk dan media komunikasi secara efektif. Para marketer dianjurkan memanfaatkan media-media komunikasi yang tersedia untuk menghubungkan perusahaan dengan pelanggannya seerat mungkin. Tentunya media yang digunakan haruslah dipilih supaya bisa menjadi media yang terbaik untuk dapat menjangkau pelanggannya. Semua komunikasi bekerja bersama-sama sebagai suatu kekuatan yang terintegrasi, dan tidak bekerja sendirisendiri. Pada akhirnya, IMC bertujuan mendapatkan tingkat Return on Investment (ROI) terbaik serta merek yang kuat dan bernilai tinggi. IMC fokus untuk mengendalikan semua bentuk komunikasi yang disebarkan perusahaan kepada publik agar semua informasi itu tidak bertabrakan satu dengan yang lainnya dan malah membuyarkan informasi utama yang ingin disampaikan perusahaan. Perusahaan yang andal dalam menggunakan IMC adalah perusahaan yang fokus untuk menyediakan informasi yang sesuai dengan kebutuhan pelanggannya—masing-masing pelanggan berbeda dan mereka semua bisa mendapatkan informasi yang relevan dengan kebutuhan mereka. Salah satu perusahaan yang piawai dalam menerapkan IMC adalah Amazon.com. Situs ini menyediakan halaman personal berisi produk-produk yang relevan dengan produk-produk yang pernah dibeli kepada semua pelanggannya. Ini bisa dilakukan karena adanya teknologi canggih yang mengelola database pelanggan secara baik dan updated. Selain itu, mereka juga mengirimkan e-mail personal mengenai perjanjian atau produk-produk baru yang mempunyai kemiripan dengan produk yang pernah dibeli oleh sang pelanggan. Amazon.com juga menawarkan kepada para blogger sebuah peluang untuk bisa mencantumkan daftar tentang buku atau review buku di blog mereka masing-masing. Perusahaan yang didirikan oleh Jeff Bezos pada tahun 1994 dan dirilis secara online pada tahun 1995 ini punya cara tersendiri dalam menjalankan IMC. Public relations juga menjadi kunci utama dari kesuksesan Amazon.com. Situsnya memungkinkan setiap pengguna untuk bisa mem-posting review tentang produk-produk yang pernah mereka beli, sehingga tercipta sebuah database review yang menambah kredibilitas Amazon.com sendiri. Bila melihat 500 review positif untuk sebuah buku di Amazon.com, pelanggan akan lebih tertarik untuk membeli dan tahu mengapa

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Majalah MARKETING – IMC / NOVEMBER 2008

mereka harus membaca buku tersebut. Para blogger juga turut memberikan publisitas yang cukup besar bagi Amazon.com. Misalnya seorang blogger sering me-review buku di blog mereka, lalu ia memposting sebuah link ke situs Amazon.com yang mengacu ke buku tersebut. Hal ini tidak hanya memberikan review positif tentang bukunya, tetapi juga untuk Amazon.com sebagai tempat yang cocok untuk membeli buku itu. Tentu saja perusahaan tidak bisa mengendalikan apa yang orang-orang katakan tentang perusahaan di situs-situs pribadi mereka, tetapi kebanyakan referensi yang masuk adalah tentang link ke produk-produknya yang bisa menciptakan traffic yang luar biasa ke Amazon.com. Satu hal penting bagi Amazon.com adalah potensi dari seluruh pengguna yang datang ke suatu situs, berdiskusi tentang buku di sana, serta menaruh link ke situs Amazon.com di mana orang lain bisa langsung pergi ke sana. Bahkan, pengguna yang masuk ke sebuah blog atau portal belanja sekalipun, masih bisa menemukan link menuju ke situs tersebut. Isu yang lebih penting adalah seorang pengguna mungkin merasa bingung dan menganggap situs itu berhubungan dengan situs Amazon.com, dan sayangnya tidak banyak yang bisa dilakukan perusahaan untuk menangani hal tersebut. Tetapi, banyak pengguna internet cenderung bisa mengetahuinya sendiri nanti dengan sendirinya. Aspek lain dari IMC adalah bagaimana perusahaan memperlakukan para karyawannya serta calon karyawannya. Soalnya, bila seorang karyawan merasa tidak puas dengan perusahaan, hal ini juga bisa membuat pelanggan enggan membeli dari perusahaan tersebut karena berpikir bahwa karyawannya sendiri merasa tidak puas. Selain itu, image publik perusahaan juga menjadi tidak baik dan akan sulit nantinya untuk dapat merekrut calon-calon karyawan baru yang andal ke dalam perusahaan. Amazon.com adalah contoh perusahaan yang mempunyai aspek sumber daya manusia yang baik. Salah seorang karyawannya pernah bersaksi bahwa sewaktu ia diterima bekerja di Amazon.com, biaya penerbangan untuk melakukan wawancara dan biaya akomodasinya diganti penuh oleh Amazon.com. Ia bahkan mendapat bantuan dan dukungan penuh juga untuk mendapatkan status permanent residence untuk tinggal dan bekerja disana. Memperlakukan karyawan dengan baik adalah termasuk dalam strategi marketing Amazon.com. Hal ini tercermin juga dalam perlakuannya kepada para pelanggan, mulai dari menyediakan segala informasi yang diperlukan sebelum melakukan pembelian sampai pengiriman dan pembayaran. Amazon.com dapat mengukur hasil atau kesuksesannya dengan beberapa cara. Sebagai pemain di pasar online, kebanyakan pelanggan bisa sampai ke situs mereka entah lewat search engine, portal belanja, blog, atau sebelumnya pernah masuk ke Amazon.com. Dengan demikian, Amazon.com bisa memanfaatkan banyak tools untuk web untuk mendeteksi pengunjung situs mereka. Dari sini bisa diketahui dari mana mereka bisa sampai ke Amazon.com, apakah mereka pernah melakukan

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Majalah MARKETING – IMC / NOVEMBER 2008

pembelian sebelumnya, dan lain-lain. Ketika buku Harry Potter dirilis, Amazon.com memutuskan untuk menjadi tempat nomor satu bagi semua orang yang ingin membeli buku tersebut. Untuk mewujudkan rencana ini menjadi suatu tindakan nyata, mereka membangun bagianbagian khusus di situs mereka untuk menarik para fans Harry Potter. Mereka juga bergabung dengan penerbit bukunya serta dengan situs-situs review lainnya. Semua usaha ini berhasil menarik konsumen berkunjung ke Amazon.com dan menjadikan situs ini nomor satu di internet untuk penjualan buku Harry Potter dan produkproduk yang berkaitan. Dengan semakin mudahnya mendistribusikan konten akibat bertumbuhnya teknologi digital dan internet, para marketer dituntut untuk bisa menyampaikan pesan perusahaan sebaik mungkin kepada audiens yang seluas mungkin, tetapi harus relevan bagi masing-masing pelanggan. Seiring semakin banyaknya metode untuk bisa menyebarkan konten, para marketer harus lebih fokus untuk bisa menciptakan pesan secara konsisten yang sesuai dengan sumbernya, dan dapat ditangkap dengan baik oleh para pelanggan tanpa mengubah artinya. Amazon.com bisa menjadi contoh perusahaan yang baik dalam penerapan IMC. Ivan Mulyadi (dari berbagai sumber) Amazon.com adalah bentuk perusahaan masa depan. Mereka memanfaatkan teknologi internet untuk membangun customer database dan berkomunikasi dengan para pelanggannya. Dalam survei American Customer Satisfaction Index (ACSI), perusahaan ini selalu mendapatkan skor jauh di atas rata-rata perusahaan lainnya. Mereka dapat memanfaatkan teknologi untuk berkomunikasi kepada individuindividu dengan sangat efektif. Pelanggan puas karena mendapatkan informasi yang dibutuhkan dan sesuai dengan harapannya. Mengapa demikian? Mereka mengerti apa yang menjadi kebutuhan pelanggan dari perilaku transaksi di masa lalu. Amazon.com dapat melacak bukubuku apa saja yang dibeli setiap pelanggan, kapan dibeli dan berapa banyak pelanggan telah membeli dalam satu tahun. Saat dikirimi e-mail, pelanggannya langsung tertarik untuk merespons. E-mail yang dikirim, sudah didesain sesuai dengan kebutuhan mereka. Tidak mengherankan, pelanggan kemudian mulai membeli produk-produk lainnya. Perusahaan ini akan menjadi model perusahaan yang menjalankan IMC yang efektif karena kekuatan yang besar dari customer database yang mendekati sempurna untuk ukuran hari ini.

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...Dear Emily, In my honest opinion, I believe your rhetorical essay on “America Needs Its Nerds” by Leonid Fridman was fairly decent, overall. Although you had several strong sentence structures and comments, there are a few weaknesses to your essay which I will try to critique, constructively. The first paragraph in your essay had a strong introductory sentence. It also included the purpose of the paragraph, which was mentioned clearly and thoughtfully. However, you need a stronger assertion sentence in the first body paragraph. Also, there are a few instances where your sentence’s ideas were repeated a few times, so try to proofread your essay and merge the sentences together to come up with a better sentence, or simply exclude one of those sentences. You had great commentaries that show your understanding of the rhetorical strategies that you addressed. However, they’ve only explained “why” a strategy was used but not “how” it was used. The second and third paragraphs had strong assertions as well as implicit quotations from the passage. Although your essay does not include 5 paragraphs, I can conclude that you have good understanding about how to find and explain rhetorical strategies used in passages and texts. You had solid assertions, implicit and strong evidence, as well as fairly thorough commentaries. However, you need to work on maintaining the flow of your essay, reconsidering the optimal vocabulary that could be used in certain sentences, and proofreading your...

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...The FBI started to set up a project to build a new Virtual Case File system (VCF). This VCF project was to be let as one massive contract at a total cost of $379m. It was planned as a classic waterfall project - with a grand design being drawn up before work would start on the development of a monolithic system. Testing would be carried out at the end, and the whole system would go live at once - a classic big-bang implementation approach. Science Applications International Corporation (SAIC) The 9/11 attacks increased political pressure for better homeland security and data sharing between 6 agencies. Responding to this pressure, the FBI made promises to bring forward deployment of the new VCF case management system by 6 months - to December 2002. Then they received an additional $78m of funding and promised to chop off another 6 months from the schedule. The classic symptoms of waterfall project failure started to reveal themselves. Project plans were found to be unrealistic, and the oversight of project spend was inadequate. It became obvious that the project would not meet its accelerated deadlines. A commitment to using unproven thin client technology had been made - and the design for a web-like access to a centralised database was deeply flawed - BUT: up-front contracts with suppliers bound the project to this technology and the testing that could have revealed these flaws came too late to allow a change of direction. After...

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...President Corazon Aquino described the accident as "a national tragedy of harrowing proportions...[the Filipino people's] sadness is all the more painful because the tragedy struck with the approach of Christmas".[25] Pope John Paul II, Japanese Prime Minister Noboru Takeshita and Queen Elizabeth II of the United Kingdom conveyed their official messages of condolence.[26] Sulpicio Lines announced three days after the accident that the Doña Paz was insured for ₱25 million (about US$550 thousand in 2011 dollars), and it was willing to indemnify the survivors the amount of ₱20 thousand (US$472 in 2011) for each victim.[27] Days later, hundreds the victims' kin staged a mass rally at Rizal Park, demanding that the ship owners likewise indemnify the families of those not listed on the manifest, as well as to give a full accounting of the missing.[14] According to the initial investigation conducted by the Philippine Coast Guard, only one apprentice member of the crew of the Doña Paz was monitoring the bridge when the accident occurred.[28] Other officers were either drinking beer or watching television,[29] while the ship's captain was watching a movie on his Betamax.[30] Nonetheless, subsequent inquiries revealed that the Vector was operating without a license, lookout or properly qualified master.[10] The Board of Marine Inquiry eventually cleared Sulpicio Lines of fault in the accident.[13] In 1999, the Supreme Court of the Philippines ruled that it was the owners of the Vector...

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