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Abstrak :
ABSTRACT
As of 31 December 2011, there were 2.2 billion people or 32.7% of total world population using the internet. Growth since year 2000 reached 528.1% or five folds the users twelve years earlier. Major factors that draw people to turn online are the interactivity and connected environment enabled by the Web 2.0 technology and the control over information access on the internet thanks to internet search tools, such as directories and search engines. With more people shift from physical place to internet space, ready or not, marketers also need to evolve in the way they communicate with customers.

Online advertising differs from traditional advertising in terms of interactivity, capability of one-to-one marketing, targeted marketing, and push and pull nature that are enabled by sophisticated software advances and extensive database. A major break-out in online advertising was introduced by Google with its keywordtargeted advertising programs called AdWords?Google's text-based system for advertising on search engine result pages, and AdSense?appears on Google's content network of millions of web sites. By this means, two categories for textbased web advertising are enabled: Search Engine Advertising?ads that are triggered by user?s search keyword and displayed on the result page of the search engine, and Contextual Advertising?ads that are placed on third-party Web pages based on its relevancies with the content of the currently viewed page.

The blog internationalsnack.com is a website about snack and snack-related piece from around the globe. It seeks opportunity to monetize the site by adopting contextual advertising business model. A number of objectives are set, including to reach critical mass and to break even within 2 years after the blog launch in July 2012. This marketing plan will mainly focus on the strategy to promote and build traffic to the site through Search Engine Optimization (SEO), Web Public Relation (Web PR) and Viral marketing tactics.

Abstrak :
Kecenderungan konsumen mencari informasi dan referensi melalui internet membuat pembelian produk bergeser ke era digital. Pengembangan bisnis Ryzn Embroidery dengan menggunakan strategi digital marketing perlu dilakukan dikarenakan 100% penjualan saat ini berasal dari customer yang menemukan Ryzn Embroidery melalui websitenya sehingga dibutuhkan strategi digital marketing melalui search engine optimization (SEO) dan penggunaan pay per click advertising (Google Ads).  Sebelum menerapkan Google Ads, dibutuhkan penyusunan anggaran dan analisis kelayakan investasi untuk memberikan gambaran berapa biaya yang dibutuhkan dan bagaimana kelayakan dari investasi tersebut dengan metode capital budgeting pada tiga skenario, yaitu optimis, moderat dan pesimis, serta mengetahui berapa biaya yang dibutuhkan untuk mengakuisisi customer baru untuk pencapaian target jangka panjang Ryzn Embroidery melalui analisis customer lifetime value.

 

 

 

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The tendency of seeking information and references through the internet in consumers makes the purchasing decision shift into digitalization. The development of the Ryzn Embroidery business by using a digital marketing strategy needs to be done because 100% of the current sales are from customers who found Ryzn Embroidery through their website, therefore it needs digital marketing strategy to optimize the website by using search engine optimization (SEO) and pay per click advertising (Google Ads). Before implementing digital marketing by Google Ads, it needs to construct the budgeting plan and investment feasibility analysis in order to give an overview about how much it costs to run digital marketing activities, find out the feasibility of the investment with capital budgeting method in three scenarios; optimistic, moderate, and pesimistic, and find out how much it will cost to acquire new customers to achieve Ryzn Embroidery's long-term target through customer lifetime value analysis.