Micro Influencer Marketing Communication Strategy through Online Platform for Marketing Decision to buy Cosmetic, Skin care, of LGBTQ Target

Abstract

The objective of this study is to study marketing communication strategy in micro influencers. It is a communication  via online platform for skin care cosmetic decision making among LGBTs customers. This study is qualitative research.  In-depth interview information and documentary research methods are applied to collect information about marketing communication strategy in micro influencers.

The study found that there are 6 strategies of marketing communication in micro influencers via an online platform. These strategies can affect skincare cosmetic decisions among LGBTs

1. Marketing situation analysis; a strength point is attraction contents including interesting presentation and consistency of the story. A weak point of this step is limited content and the lack of a support team. Opportunity in this step is technology development of an online platform, Tik Tok, and customers’ behavior. Obstacle is the effect from COVID-19 situation which caused the brand to reduce promoting product, and the decrease of micro influencers followers.


2. Defining the main target audience into two groups. First, a major tarket is focusing on female followers, youth and working ages, who are interested in cosmetic and skin care. Second, a minor target is LGBTs followers who would like to get advice for skin problems and to find a right product that suits their skin.


3. Identifying 3 objectives, which are, raising brand awareness, creating brand loyalty, and creating demand and increasing sales.


4. Composing branding messages for micro influencers which contains 4 components. The branding message should contain a clear and simple message, a quality message, useful message, and unique message of the brand.


5. Identify marketing message tools of micro influencers, there are 3 types of message tools, Advertisement, Public Relations, and promotion.


6. Finally, there are 2 methods of evaluation, evaluating from followers’ awareness via an online platform and evaluating from sales in order to accomplish marketing communication strategies.