DIGITAL MARKETING STRATEGY FOR A NON-PROFIT CAUSE IN A WEBSITE PLATFORM CASE STUDY: CHATSEHAT.COM

• Main Author: Pradita Sugilar - 29116532, Aditya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25028
• Institution: Institut Teknologi Bandung

Chatsehat.com is one of the non-profit website platform where people who have the problem with their disease or their closest people diseases discuss each other. Chatsehat.com has a problem that needs to be solved and a goal that needs to be earned. The problem is the lack of visitors of Chatsehat.com and Chatsehat.com wants to boost people recognition on them. <br /> <br /> <br /> This research goal is to help Chatsehat.com to increase the number of visitors and make Chatsehat.com more recognized for people in Indonesia with formulating a more effective digital marketing strategy. Before the strategy is formulated, researcher analyzed the internal condition of Chatsehat.com and the industry condition first. After that, researcher gathered the visitors data of Chatsehat.com with Google Analytics with the traffic sources and demographic data. <br /> <br /> <br /> Researcher built the digital marketing strategy based on the internal and external analysis also data analysis. The formulated digital marketing strategy contains of paid marketing campaign in search engine and social media, content marketing, and mail marketing. Researcher with Chatsehat.com also fixed the product or website of Chatsehat.com. From those strategies, it is concluded that only fixing the product or the website will not solve the problem and it would need other efforts such as paid marketing campaign and content marketing. The most effective paid marketing campaign media is through the search engine, because most of the visitors of health cause website like Chatsehat.com come from search engine results. Paid marketing campaign through social media also shows the positive results and the result should be more positive if Chatsehat.com found the most suitable target market for them according to the demographic data and their market interest. <br />