PROPOSED DIGITAL MARKETING STRATEGY FOR PT. POS INDONESIA (Case:M-POSPAY)

• Main Author: Zulfahmi - NIM: 29116478, Afiz
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25086
• Institution: Institut Teknologi Bandung

<p align="justify">Financial technology or fintech is an innovation in financial services with aim to compete with conventional financial services and to make people ease to access that services. The Increasing number of fintech players in Indonesia is seen parallel with the increased opportunity to compete in grabbing the interest of Indonesian fintech users which total amount had increased from US$ 15.02 billion in 2016 to US$ 18.65 billion in 2017. Since 2014 the revenue of financial services of PT. Pos Indonesia was decreased .To solve the problem the company make a diversivication by developing MPospay. The conceptual framewrok that is used in this research started with internal and external analysis of MPospay. After that, SWOT and root cause analysis are done, and then the final section is develop proposed strategy for MPospay digital marketing. After assess the customer analysis, the propose solution for paid media to increase the brand awareness and visibility of the product in search engine by maximizing search engine marketing strategy, optimalizing the promotion in social media advertisement strategy, owned media by influencer marketing in urban lifestyle by creating web series, earned media by determining the popular hastag that used for social social media content, and also propose a differentiation product to make unique selling point that still meet the user needs by offering the customization tools feature.<p align="justify">