Measuring the Effectiveness of Digital Marketing Communication Strategies in Selling Products via Facebook: A Case Study of Harper Baby Care Diapers
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Abstract
This research is a mixed methods study that combines survey research and qualitative research using content analysis through the Facebook channel of Harper Baby Care. The objectives are: 1) to study consumer opinions and use them to develop digital marketing communication strategies for selling products through the Facebook channel. 2) Study consumer opinions in choosing products through Facebook. 3) To assess the effectiveness of digital marketing communication strategies for selling Harper Baby Care baby diapers via the Facebook channel in order to create product awareness and stimulate sales.
The study found that it is advisable to present content that captures viewers' interest during uncertain or idle times for socializing or seeking information. Mothers are interested in content that is beneficial for safety, health, and childcare more than content that benefits them alone. Content that is solely beneficial does not stimulate purchases, whereas content promoting sales or discounts can increase sales effectively. Both types of content do not directly create a strong relationship between the product brand and mothers. Colorful and appealing images of mothers and babies attract attention, but the content should be well-organized, using minimal text and clear headings or numbers for easy reading. Additionally, including credits from hospitals or doctors providing information in the content can enhance credibility and build trust in the product brand.
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