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Abstract

Technological developments encourage changes in consumer behavior, including corporate interactions. This also affects many educational institutions, especially in higher education levels. The use of multiple channels has been increasing, and it is quite a complex challenge for higher education to provide seamless and optimal journey experiences as needed by their audiences. These developments in technology and consumer behavior drive all higher education institutions to increase their competitive advantages. The omnichannel strategy is an effective way for them to increase the competitive advantage and to reach prospective students through various platforms, with specific and personified messages. In its application, omnichannel marketing strategy is often connected to Integrated Marketing Communication Concept (IMC). Hence, the channel tools utilized in omnichannel marketing strategy are platforms intersecting with the IMC communication tools. Both study and application of omnichannel marketing in the business world have frequently appeared and developed. However, study and application of omnichannel marketing in the higher education sector, especially Indonesia, are still very limited. This descriptive study aims to describe the application of omnichannel marketing in higher education contexts, by using a descriptive methodology through literature review (range 2010 – 2020). According to the study results, the application of omnichannel marketing, as a marketing communication strategy, is able to build connections and engagement with target audiences, and also to become competitive advantages for higher education institutions in this current digital technology era. Through this study, it is desired to provide an overview and insight regarding the implementation of omnichannel marketing strategies particularly in higher education institutions.

Bahasa Abstract

Perkembangan teknologi mendorong perubahan perilaku konsumen, termasuk pada interaksi perusahaan. Begitupula yang dihadapi institusi pendidikan, khususnya perguruan tinggi. Pemanfaatan multiple channels semakin meningkat, sehingga menjadi tantangan yang cukup kompleks bagi perguruan tinggi untuk menyediakan journey experience yang mulus, optimal, dan mampu memenuhi kebutuhan khalayaknya. Perkembangan teknologi dan perilaku konsumen ini memaksa perguruan tinggi untuk meningkatkan competitive advantage-nya. Strategi omnichannel merupakan salah satu cara efektif dalam meningkatkan competitive advantage perguruan tinggi saat ini, dan untuk menjangkau calon mahasiswa melalui berbagai platform, dengan pesan yang spesifik dan personal. Dalam penerapannya, strategi omnichannel marketing kerap dikaitkan dengan konsep Integrated Marketing Communication (IMC). Saluran yang digunakan dalam omnichannels merupakan platform yang bersinggungan dengan IMC communication tools. Penelitian dan penerapan omnichannel marketing di dunia bisnis sudah banyak muncul dan berkembang. Namun, penelitian dan penerapan omnichannel marketing di perguruan tinggi masih sangat terbatas. Penelitian ini bertujuan mendeskripsikan pemanfaatan omnichannel marketing pada konteks perguruan tinggi dengan menggunakan metodologi deskriptif melalui tinjauan literatur (rentang 2010-2020). Hasil penelitian menunjukkan omnichannel marketing, sebagai strategi komunikasi pemasaran, mampu membangun connection dan engagement dengan target khalayak, serta mampu menjadi competitive advantage perguruan tinggi di era digital. Penelitian ini diharapkan dapat memberikan masukan mengenai pemanfaatan strategi omnichannel marketing di perguruan tinggi.

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