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    Development of online-based digital marketing innovation in building consumer perspective
    (Maltepe Üniversitesi, 2016) Arif, Miftakhul
    Application of an effective marketing communication necessitates understanding consumer's behavior. There are six types of consumer knowledge that must be clearly defined by the marketing communication expert, which are "product knowledge" "brand knowledge", "purchasing knowledge" "consumption knowledge", "persuasion knowledge" and -self-knowledge" (Blackwell et al.. 2005). By defining these consumer knowledge concepts. consumer is expected to have knowledge about usage and speciFication ol a product; brand characteristics which draw brand awareness; how to pay for the product and how to use it: goals and tactics of persuasion and knowledge about needs. preferences, tastes, also expected satisfying level. Growth in digital world triggers a fundamental change in marketing communication. This change is based on customer's behavior in responding about digital age where easy access of information has become top priority. ln digital age, customer is very easily let down by product information that is unsuitable with their expectation and necessity. Considering these cases as impacts of information freedom in digitalworld. A marketing communication innovation is needed with focus in strengthening customer trust, customer satisfactory and customer accountability. ln strengthening these three points. We need initiative to develop innovative website that can give complete information of consumer knowledge. All of the information is given based on fairness so the customers can build good perspective about product that is suitable for their need and ability. Website based digital marketing communication will use four-D model such as "Define". "Design", "DeveIop", and "Disseminate' (lbrahim. 2003). This website must be promoted through integrated marketing communication. lntegrated marketing communication is aimed to maximize message delivery with every used media channel. Campaign media channel is done through various social media with sharing and recommending website and spiced with persuasive information that is interesting for readers.