Strategi Integrated Marketing Communication (IMC) dalam Mempromosikan Layanan Smart and Green Solutions PLN Icon Plus di Era Digital

Abstract

This study aims to analyze the planning and implementation strategies of Integrated Marketing Communication (IMC) in promoting Smart and Green Solutions at PLN Icon Plus. A descriptive qualitative approach was employed using in-depth interviews, observation, document review, and literature study. The findings indicate that marketing communication planning was conducted systematically through marketing plan review, situation analysis, target market determination, budgeting, program development, and monitoring and evaluation. The implementation integrated the eight elements of the marketing communication mix to promote Smart and Green Solutions effectively. This integrated approach strengthened PLN Icon Plus's image as a provider of digital and green energy solutions while improving communication effectiveness in reaching the Businessto-Business (B2B) market segment.

Penelitian ini bertujuan menganalisis strategi perencanaan dan implementasi Integrated Marketing Communication (IMC) dalam mempromosikan layanan Smart and Green Solutions PLN Icon Plus. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara mendalam, observasi, kajian dokumen, dan studi literatur. Hasil penelitian menunjukkan bahwa perencanaan komunikasi pemasaran dilakukan secara sistematis melalui peninjauan rencana pemasaran, analisis situasi, penentuan target pasar, penyusunan anggaran, pengembangan program, serta monitoring dan evaluasi. Implementasi komunikasi pemasaran dilakukan melalui delapan bauran komunikasi pemasaran yang terintegrasi untuk mendukung promosi layanan Smart and Green Solutions. Integrasi tersebut memperkuat citra PLN Icon Plus sebagai penyedia solusi digital dan energi hijau serta meningkatkan efektivitas komunikasi kepada segmen pasar Business-to-Business (B2B).