THE ART OF PERSUASIVE COMMUNICATION OF TELEMARKETING ON PHONE USAGE : A PHENOMENOLOGY APPROACH

Abstract

The world business rivalry has expanded and it compels marketing communication to look for new ideas and strategy to reach the goals and opportunity. To gain potential consumers and clients, marketing communication needs strategy such as telemarketing. This study is conducted to analyze the communication technique of telemarketing as one of the marketing communication strategy in persuading the consumers, promote the product, and how they share the values of the product to the target consumers and customers by observing their persuasive communication. This study is developed by using the qualitative method in phenomenological approach, with its primary data which are obtained through in-depth interviews with the consumers about the services and performances of the telemarketing and interviewed the telemarketers. The result of this research shows that telemarketing is one of the effective marketing communication strategies especially in promoting the product to the target consumers and building trust and relations with the customers. Telemarketing can grow very rapidly because it is able to adjust with current needs. The effective and good communication ways will serve the target consumers and customer’s wants and needs and gain consumer’s trust and loyalty which will affect to the company’s images, brands, and profit.