Articles

Proposed Customer Acquisition Strategy for Mobile Banking Application

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Digital technology has produced numerous benefits and simplified workers. Nonetheless, this exponential growth in digital technology has increased competition, significantly impacting the finance industry. This significant development in banking presented a vast opportunity that had to be carefully analysed and managed, resulting in intense competition among digital banking products such as mobile banking services, which have helped macro, micro, and small enterprises in Indonesia gain access to more convenient financial services. A regional bank owned one of Indonesia’s provinces, launched a successful mobile banking app with revolutionary features that made transaction easier. The bank updated their mobile app in 2022 as part of their ongoing implementation change from a focus on products to one on customers. In response to user feedback, the new version enhances consumer experience in terms of UI UX and other factors. However, once a market-leading application ranked among the top 10 digital banking products in Indonesia, the mobile banking is presently experiencing a decline in the number of app activations and is being replaced by competitors. Additionally, the bank has difficulty measuring the mobile banking’s digital marketing campaigns. Beginning with an internal and external analysis, a customer acquisition strategy was proposed for mobile banking services product utilizing the RACE planning framework and a digital marketing implementation strategy.

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.