MARKETING COMMUNICATION STRATEGIES TO ATTRACT CONSUMER INTEREST: LITERATURE REVIEW

Abstract

Marketing communication strategy is an important thing and required by an organization or company,
strategy is the method or planning carried out by an organization in achieving a specific goal, while marketing
communication is the way the company carries out in introducing an idea or product they market to the public.
Marketing communication strategy is necessary for all companies to make their products known to the general
public. This research aims to know and describe the marketing communication strategies carried out to
attract consumer interest. The research was conducted using a literature review by exploring various previous
studies that exist on various electronic databases of journals or literature searches. Based on the review
carried out in some journals literature obtained a marketing communication strategy that are usually done
by the company, to determine the 4P first as product, price, place and promotion, then use social media as a
means of communication with consumers, make advertisements in social media, market products personally
to be able to introduce products to the public, and market products with the way word of mouth. By
implementing the right marketing communication strategy, it is expected to attract consumer interest and
increase the sales of products marketed.