Articles

Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company

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This study is a comprehensive examination designed to explore a number of complex challenges encountered by PT Selaras Citanusa (Selaras Wisata) in their endeavor to attract consumers organically, particularly within the context of the thriving Umrah tourism industry. The COVID-19 pandemic has posed significant difficulties for this enterprise. Efforts to increase market share and increase public awareness of brands on the market represent one of the greatest obstacles. This study presents a comprehensive qualitative methodology that combines several resilient analytic techniques. The 7Ps marketing mix method is used to describe the essential components of Selaras Wisata’s marketing strategy. Fishbone analysis is used to identify the fundamental causes of the business’s numerous problems. The SWOT analysis aides in evaluating the company’s environmental strengths, vulnerabilities, opportunities, and threats. In addition, content analysis is used to perceive and measure the impact of the company’s numerous marketing efforts. The study also includes a comprehensive examination of the external factors influencing Selaras Wisata. By employing Porter’s Five Forces analysis, the research investigates the industry’s structure and other external factors that may impact the company. Selaras Wisata uses customer behavior analysis to obtain a deeper understanding of customer preferences, requirements, and levels of satisfaction with the services provided. The data underlying this study are collected through in-depth interviews with PT Selaras’s internal team members. This information is then thoroughly analyzed using a variety of analytical instruments, such as SWOT analysis and Fishbone analysis. The author anticipate that the outcomes of this research will provide valuable contributions to Selaras Wisata’s efforts in crafting an effective digital marketing strategy to enhance customer engagement and ultimately improve public perception.

Integrating Traditional and Digital Marketing Strategy to Improve Customer Acquisition in Medical Device Distribution Company: Case Study of PT. UMI

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Digital innovation is the most important and beneficial strategy to address the need for expansion in health systems. But the goal goes much beyond merely updating the infrastructure. From a consumer standpoint, digital innovation must aim to radically alter the health care business model including medical device business. Over the past few years, medical device businesses have received aggressive, record-breaking investment. The Medical Device company also greatly influenced by digitalization phenomenon which requires them to shift to adjust to new consumer behavior in Digital. PT. UMI is one of medical device company in Indonesia that has had an impact of this which has caused a significant decrease in sales in digital transformation era. PT. UMI as B2B business not only consider for digital but also the sales person in traditional marketing as key point to touch and interact with customers. A proposed marketing strategy with integration traditional and digital marketing is needed for this company to remain competitive in the midst of a digital transformation. The purpose of this research is to study PT. UMI’s customer journey in business conditions and then determine the right digital strategy to increase PT. UMI sales and customer acquisition. Primary data collection is done by interviewing from the company side and from the consumer side to find out customer behavior. Based on interviews with PT. UMI’s customers, several customer’s frustration points were identified in PT. UMI’s digital consumer journey: customers want to have flexibility to get information of products before purchasing, because customers need to spend a lot of time to waiting the customer service or sales person to answer the need. Exploration the products before buying it, customers want products with good quality, and customers want the convenience of knowing with the people who have experienced with the products. Through this study, the author reformulates the PT. UMI digital strategy with the 5A consumer journey framework to maximize every consumer touchpoint. The author brings the study to answer two main problems, first to build a customer journey strategy that fits the PT. UMI target market, and second to create recommendations of the best integration for traditional and digital strategy for PT. UMI to make customer journeys in medical device company more engaged and seamless. The recommendation is to create the integration traditional and digital marketing strategy, utilizing customer experience in digital platform. Then, implement Live Chat Features on websites and whatsapp as a proposed digital marketing strategy for PT. UMI.