Digital technology plays a role in shaping various important changes in the world, in the emergence of various new technological products, especially the Internet. The Internet is a means of communication that is in great demand among the public. It is also the background for traditional communication to move online and digitally.
Hermawan Kartajaya (2009) states that the Internet is an effective solution to attract and strengthen customer communication. This is based on the number of internet users that is constantly increasing from time to time and the unlimited access that is provided mostly through community tools.
Nowadays, the Internet can be used not only with computers, but also with mobile phones, which is why the number of Internet users (a term for Internet users) is increasing. According to 2016 data from Internetlivestats.com, Indonesia has the 12th largest internet users in the world with 53,236,719 or 20% of the total population.
According to eMarketer data from the Marketing Research Institute, Indonesia’s internet population was 73 million people. Hootsuite and we are social services announced in January 2017 that Indonesia was classified as a country with a growth rate of 51% of Internet users since January 2016. In other words, the above data shows that 20-30% of the Indonesian population are Internet users.
The digital age requires many of them to use Internet services for business development. Businesses that cannot adapt to the times are usually not competitive.
Many people, especially Indonesian consumers, are already digitally literate. This is reflected in the increase in the number of social media users. According to world statistics, Facebook is the first social media with active users. Second and third comes Facebook messenger and whatsapp which are the main industries of Facebook.
This is according to JAKPAT Mobile Survey Indonesia Social Media Trend 2016 which states that; Facebook is the most used social media among Indonesians number 1. Due to the massive development of
Facebook users and active internet usage in Indonesia, it creates business opportunities and potential for some people, which is called social media marketing. This is because Facebook has a complete database of users based on their likes, age, demographics, geography, interests, interests, and more, which is then combined with segmentation of product ads that run on Facebook ads (Facebook Ads).
The opportunity to make business profits from the Internet every year is huge. The use of the Internet in business has evolved from a tool for electronic communication to a tool for business strategy applications such as sales, customer service, and exclusively marketing strategies.
In this regard, Rogers in Cangara (2014) states that a communication strategy is a design designed to change the behavior of people on a larger scale through the transfer of new ideas. Therefore, the choice of strategies in communication planning must be carefully made, because if the choice of strategies goes wrong, the results can be fatal, especially the loss of time, material and energy.
Marketing can be said to be the driver of business success. Intensifying business competition requires companies to continue to survive and develop more effectively and efficiently. A businessman must therefore understand the key issues in his field and formulate a strategy to achieve the company’s goals and objectives.
