Living in an all-digital era is a challenge for all groups: children, teenagers, students, students, teachers, and even lecturers. The rapid development of technology requires us to continue evolving, innovating, and thinking creatively. On Wednesday (16/03), Telkom University held a training with the title ‘Analysis of Target Markets that are Right on Target and Following the Conditions of SMK Telkom 2 Medan’. This activity is a form of community service carried out by the institution and a series of PPDB Telkom School 2022 Digital Marketing Assistance Programs.
In connection with the opening of the New Student Admissions (PPDB) SMK Telkom 2 Medan, this training is expected to add new insights for teachers and teaching staff in the school environment to implement digital marketing using the right strategies, tools, and technology. Divided into two material sessions, the first session discusses ‘Analysis of the Right Target Market,’ and the next session discusses ‘Utilization of Data Science in Target Market Analysis.’ This event was held online and delivered by Almira Shabrina, S.I.Kom., M.A., a lecturer from the Faculty of Business Communication (FKB), and Agus Pratondo, Ph.D., a lecturer from the Faculty of Applied Sciences (FIT).
From a social science perspective and approach, Almira Shabrina explained the importance of an institution to determine the target market and the right target market. The first thing to understand is the definition of the ‘target market’ itself. The target market can be defined as a group of potential buyers who can be identified in the sale of a product or service and serves to find the right target desired. We can use the 5W+1H formula in preparing the analysis, namely Who, What, When, Where, Why, and How. If every aspect is met, then the foundation of the target market analysis has been fulfilled.
Then the next question will arise, if theoretically we have designed a target market analysis starting from who to how, what is next? The answer lies in the second material presented by Agus Pratondo. Reflecting from the point of view of artificial intelligence and engineering, the second material discusses the use of big data and its role in digital marketing strategies. It is common knowledge that every institution must have many data related to its consumers. However, this data is very abundant and even becomes a burden because the processing is not carried out correctly. So we must know and observe that the development of data processing is a science of statistics and probability, which means that the raw data we have must be in the form of numbers. However, we also understand the data itself before we process it. In preparing the data, three steps need to be done, namely (1) sorting and selecting, (2) cleaning the data, and (3) constructing the data. The tools that can be used also vary and depend on the institution’s needs, but one example is Google Colab.
Held for approximately 2 hours, the training participants, teachers, and teaching staff from SMK Telkom 2 Medan enthusiastically received the material. They had a lot of discussion material regarding implementing this material in actual cases. Puspita Sari, one of the teachers at SMK Telkom 2 Medan and the person in charge of PPDB, said that the tips and tricks and materials presented would be implemented at the opening of the following pathway in schools. The training closed with a group photo and hopes for the institution’s progress in responding to digital marketing challenges.