Articles

Digital Marketing Strategy to Attract New Customer for Dental Clinic (Case Study: Bandung Dental Center)

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Recently, there has been a growing interest in online marketing within the healthcare industry, including dental care. Utilizing the internet and social media platforms has become crucial for reaching the target audience effectively. While positive word-of-mouth remains significant for dental clinics, having a strong online presence and an appealing website can greatly contribute to attracting new patients. Bandung Dental Centre aims to enhance its services and compete with other clinics through digital marketing. The general manager of Bandung Dental Centre expressed dissatisfaction with the clinic’s performance, observing a decline in the number of patients which has resulted in stagnant revenue growth. The author conducted a survey among 52 customers to evaluate the influence of the internet and social media on their decision to visit dental clinics. The survey results highlight customer service as the most influential variable, while the clinic’s reputation and dentists had a negative impact on customers. Therefore, these aspects require evaluation and improvement. The author provides recommendations to enhance Bandung Dental Centre’s digital marketing strategy, including Instagram Optimization, SEO improvement, Google Maps optimization, and the possibility of hiring a digital marketing agency. Furthermore, an implementation plan was developed to guide BDC staff in executing these strategies, even without a specific budget for hiring a digital marketing agency.

Digital Marketing Strategy Formulation to Increase Engagement in Course and Training Institution Industry (Case Study: PT Karisma Garuda Mulia)

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PT Karisma Garuda Mulia is a course and training institution located in Malang City, East Java. The training programs created by PT Karisma Garuda Mulia are centered on developing IT and digital technology skills which include courses in Microsoft Office Professional, graphic design and multimedia, web development, digital architecture, civil engineering application, and digital marketing. Along with the emergence of online e-learning platforms, the business started to experience some difficulties. The problem faced by PT Karisma Garuda Mulia is the low engagement and lack of digital marketing strategy to help its business generate sales.

The purpose of this research is to create an appropriate digital marketing strategy to increase the engagement to help smooth the customer journey. This research is conducted by identifying problems internally and externally using STP Analysis, Marketing Mix (7Ps), PESTEL analysis, Porter’s Five Forces and competitor analysis. After doing those analysis, researchers also analyze the PT Karisma Garuda Mulia’s digital marketing efforts by incorporating the Hierarchy of Effects model.

This research is conducted using qualitative method. The researchers conduct an in-depth interview with several employees of the company to gain insights about the company’s digital marketing efforts. The result of the interviews indicates that there is a lack of appropriate digital marketing strategy used by the company. Using the interview insights, the researchers construct a digital marketing strategy using a RACE planning framework.

The result of this research is that the company needs an appropriate digital marketing strategy with a clear marketing channel in each stage of the RACE planning framework. The marketing channels used are search engine marketing and content marketing in reach stage, website and demo classes in act stage, email marketing and customer service support in convert stage, and lastly community building and feedback surveys in engage stage.

Proposed Digital Marketing Strategy Using Existing Customer Journey Analysis Case Study: PT SS

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PT SS is an Indonesian electricity provider that has been in operation for over 25 years. PT SS has a primary client in the utilities industry. In 2018, the government implemented a regulation that decreased the company’s revenue. In order to boost revenue, market penetration must be increased. With digital marketing, the objective is to expand the market to non-utility industries.Currently, the internet serves as a medium for discovering information anywhere and for connecting individuals with one another. In addition to this, it can also be utilized for media marketing. Digital marketing is a sort of business in which a person or company engages in internet-based marketing. Both B2C and B2B companies can utilize digital marketing media to promote their products.This paper provides an overview of PT SS’ issues, specifically unsuccessful digital marketing. The analysis is conducted utilizing internal analysis, namely Marketing Mix and STP, external analysis, including PESTLE, Five Porter Analysis, and competitor analysis, followed by SWOT analysis. Then, customer journey analysis is utilized to determine the consumer’s journey when dealing with PT SS via the Internet. To create a digital marketing plan, the writers use the RACE framework to develop marketing strategies for new and existing PT SS customers. Utilizing this approach, the right use of social media and digital marketing methods to handle PT SS’s issues is determined.

Proposed Communitized Digital Marketing Strategies to Enhance Brand Awareness for Cafe in Tangerang (Study Case: El Primero Cafe & Meet)

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The background of this research is the anxiety of one of the Cafe owners in Tangerang, El Primero Cafe & Meet, who has experienced an inconsistency in the number of visitors. This problem shows that the existence of El Primero Cafe & Meet has not been very visible to the market, one of which is its digital presence which greatly provides opportunities for businesses to be seen by the market on a global scale. With a minimal digital presence, El Primero Cafe & Meet is difficult to achieve high brand awareness. One solution that can be done is to focus on planning a digital marketing strategy so that digital activities are consistent, have targets, and can be used as a source of market research data for business development. In addition, in the collaborative and digital era, of course, involving the community directly with brands can be an interesting strategy to adopt. By combining the digital world and the concept of communitization, El Primero can form a close relationship with the online market and community and introduce their place as “Home” for collaborating communities. The purpose of this research is to develop a community-based digital marketing strategy to increase brand awareness of El Primero Cafe & Meet.

This study used a qualitative method by conducting interviews with 3 categories of informants; management, community, and general consumers with a total of 8 interviewees. The core idea of each interview is to explore the behavior of the market towards the digital world, what digital marketing concepts are needed by the market, to management’s expectations regarding the strategy to be designed. From the research results, data was obtained in the form of consumer behavior in accessing digital platforms on a daily basis on the digital platform channels. These data are then processed into thought concepts in the preparation of a digital marketing strategy with SOSTAC Framewrok and this strategy will be used to increase brand awareness of El Primero Cafe & Meet in the next 6 months as a pilot stage.

Proposed Digital Marketing Strategy for Textile Companies (Case Study: PT. Aneka Tekstil Indonesia)

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PT. Aneka Tekstil Indonesia commonly called ATENDO is a company engaged in the textile sector. ATENDO has been producing textile products for the past three years or so, but until now there are still many people who do not recognize and do not believe in this company. This company faces the problem of a lack of brand awareness and a sense of trust from the public, resulting in several transactions being canceled by potential customers. In the midst of this digitalization era, people get more information and trust a company digitally through the internet. This study aims to help companies deal with problems related to promotional issues using internal and external company analysis. The results of the analysis show that the company has not carried out a marketing strategy through digital marketing. The author proposes the implementation of a new marketing strategy using new digital marketing techniques by creating a website for the company, then implementing SEO, and creating several social media for the company as a means of information and communication for testimonials from customers, some of these strategies are based on the results of internal, external, and SWOT analysis of the company.

Proposed Integrated Marketing Strategy to Increase Brand Awareness for PT Karya Seni Hadiprana (Hadiprana Artwork)

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PT. Karya Seni Hadiprana (KSH) is a consultant and contractor company that provides artwork in architecture and interior industry. The company provides customize premium artwork products and services that have local content inspired from the rich of Indonesian culture. However they are having decreasing numbers of new customers and revenue streams due to global pandemic of COVID-19. Digitalization in architecture and interior industry also impact the PT KSH compare with other competitor who already utilized digital marketing strategy. The purpose of this study is to find out the reasons of the business issues, due to changing of customer behavior impact from Covid-19 and digitalization in architecture and interior industry. The research method uses qualitative descriptive methods. Qualitative descriptive methods are used to acquire primary data and make observation from in-depth interview with the company executives. The collection data is then to create internal and external analysis. The internal analysis is to gather the information about PT KSH internal conditions with Marketing Mix, Business Model Canvas and VRIO analysis, while the external analysis is used to evaluate the external factor of architecture and interior industry as well as customer behavior. Furthermore, after internal and external analysis was conducted, the researchers used SWOT analysis and find the weakness of the company, which lack of digital marketing strategy. Based on the analysis, researchers presented new integrated marketing strategy by optimizing digital marketing and improve marketing knowledge in order to increase awareness of products and services of PT Karya Seni Hadiprana.

The Role of Digital Marketing and Online Branding as En Effort to Create Market Opportunities in the Covid-19 Pandemic Period (A Studi Case on Msmes in Bandung)

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The purpose of this study is to determine the role of digital marketing; online Branding carried out by MSMEs on Market Opportunities during the Covid 19 Pandemic. The research method used is quantitative research with a questionnaire research instrument distributed to 100 MSMEs in the city of Bandung using simple random sampling technique. The results of this study obtained the role of digital marketing and online branding has an effect on efforts to create market opportunities during the Covid 19 pandemic.

Proposed Marketing Strategy to Increase Digital Smart Poultry Market Readiness in West Java

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Coronavirus diseases (COVID-19) have been impacted to the decrease in poultry product demand in Indonesia which leads to cause oversupply and declining in this industry margin. As one of the companies that promote digital transformation in Indonesia, Indonesian ICT company develops a new subsector in its digital agricultural platform to solve the problem. This company created Minimum Viable Product (MVP) to develop its current digital platform in subsector poultry (digital smart poultry). It consisted of several features such as funding, partnership, and B2B/B2C marketplace. After planning the MVP, the problem is mainly focused on determining the market readiness for smart poultry digital platform and how to create the most suitable marketing strategy to enter the market. They also had not specified the target segment to sell the products yet. This research is aimed to explore more whether the poultry farmers need the smart poultry digital platform to solve the problem, the market readiness, and formulate the marketing strategy and implementation plan for the smart poultry digital platform that targeted on poultry farmers.
To validate the issue in the poultry industry, the authors conduct a preliminary survey by interviewing poultry farmers in West Java. Next, to gain in-depth insight into the product necessities and market readiness, the author did an environmental analysis (internal and external) as the base to formulate the SWOT-TOWS analysis. The internal analysis that has been used for this research consists of Business Model Canvas (BMC) and VRIO analysis. The author used PESTEL, Porter’s Five Forces, competitor, and consumer’s analysis for the external analysis. According to the analysis, the poultry farmers as the targeted consumers are considered ready and necessary to use the product. After formulating SWOT-TOWS based on the environment analysis, the author used QSPM analysis to determine the most suitable business and marketing strategy to be implemented. The author proposed several strategies and implementation plans that consisted of 1) Increase the smart poultry digital platform capabilities (especially in IoT to help solve the poultry farmers’ problem). Optimize digitalization for business development and marketing (SO2), 2) Optimize the service marketing (ST1), and 3) Maximize the use of integrated marketing strategy to maximize promotion (WT3).

Integrated Industrial Marketing Strategy in Social Media to Increase Electrical Products Awareness for PT Unindo Hi-tech Pratama

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In this era of information, it requires everyone to have a marketing knowledge. Marketing knowledge can be implemented for every businesses in all over the world. In B2B business, there is a term of industrial marketing strategy which is a similar marketing strategy, but can be implemented for a long-term relationship with the customers. PT. Unindo Hi-tech Pratama is one of Hiwin distributor in Indonesia which provide mechanical and electrical spare parts for industrial automation needs. The purpose of this study is to find out the reasons for the lack of awareness of the Hiwin electrical products in PT. Unindo Hi-tech Pratama. The research method uses qualitative methods. Qualitative methods are used to obtain primary data and make observations from interviews with owners, employees, and customers. The collected data is then used to create internal and external analysis. Internal analysis is used to gather information about PT. Unindo Hi-tech Pratama internal conditions with VRIO analysis and marketing mix, while external analysis is used to evaluate the industry environment as well as define the behaviour of customers of the company. Furthermore, after external and internal analysis was conducted, the researchers used root cause and produced the cause of the problem on the lack of effective promotions and limited resources in raising awareness of Hiwin electrical products. Based on the analysis, researchers presented a new industrial marketing strategy by maximizing digital marketing and improve marketing division management in order to increase awareness of Hiwin electrical products.