MODEL KOMUNIKASI PEMASARAN TERINTEGRASI DALAM PENGEMBANGAN BISNIS MEDIA BERKELANJUTAN
Authors: Afriza Eka Dana , Ariyani Nafiah 
Published: February 2022

Today, media business are faced with rapidly changing technology as well as in consumer preferences. However, until now there is no integrated marketing communication (IMC) framework that can guarantee the continuity of the media business. The purpose of this study is to review IMC models that are relevant to the media business continuity in the future. To achieve this goal, a literature review for the period 2017-2021 was conducted to identify existing IMC models. Each model is evaluated for its feasibility in the context of the continuity of the media business. Eleven models were found and analyzed qualitatively. In the final result, three models were found and combined into one sustainable media integrated marketing communication framework. These three models are the Communication-in-use IMC (CIMC), the Sense, Inform, Respond (SIR), and the integrated view of IMC (IVIMC). Although the three models are comprehensive enough to represent the focus aspects (inside-out vs outside-in) and the temporal dimensions (business-as-usual and crisis), they are still incomplete because they still only sbusiness-to-consumer (B2C) models. The researcher asks for further research to formulate an IMC model that serves advertisers (business-to-business, B2B). This will make the resulting IMC framework more complete for media continuity.Keywords: integrated marketing communication, media business, business-to-business, business-to-consumer, business continuityPada masa kini, bisnis media dihadapkan pada perubahan teknologi media yang cepat serta perubahan dalam preferensi konsumen. Walau begitu, hingga sekarang belum ada kerangka komunikasi pemasaran terintegrasi yang dapat menjamin keberlanjutan bisnis media. Tujuan penelitian ini adalah meninjau model-model komunikasi pemasaran terintegrasi yang relevan dengan bisnis media dan keberlangsungan bisnisnya di masa datang. Untuk mencapai tujuan ini, sebuah tinjauan literatur periode 2017-2021 dilakukan untuk mengidentifikasi model-model komunikasi pemasaran terintegrasi yang telah ada. Setiap model dievaluasi kelayakannya pada konteks media dan keberlanjutan bisnis media. Sebelas model ditemukan dan dianalisis secara kualitatif. Dalam hasil akhir, tiga model berhasil ditemukan dan digabungkan ke dalam satu kerangka komunikasi pemasaran terintegrasi media berkelanjutan. Ketiga model ini adalah model Communication-in-use Integrated Marketing Communication (CIMC), model Sense, Inform, Respond (SIR), dan model integrated view of IMC(IVIMC). Walaupun ketiga model telah cukup komprehensif mewakili aspek fokus (inside-out vs outside-in) dan dimensi temporal (business-as-usual dan crisis), ketiga model masih belum lengkap karena masih melayani konsumen (business-to-consumer, B2C). Peneliti meminta adanya penelitian lebih lanjut untuk merumuskan model IMC yang melayani organisasi pemasang iklan (business-to-business, B2B) sehingga menjadikan kerangka IMC yang dihasilkan lebih lengkap bagi keberlanjutan bisnis media.Kata kunci: komunikasi pemasaran terintegrasi, bisnis media, bisnis ke bisnis, bisnis ke konsumen, keberlanjutan bisnis.