MARKETING STRATEGY FOR INFLUENCER MARKETING PLATFORM IN PT GOVIRAL DIGITAL MEDIA

• Main Author: SURYA FENDIAN 29116256, ILHAM
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27979
• Institution: Institut Teknologi Bandung

PT Goviral Digital Media is a startup company that focus on influencer marketing platform. The <br /> <br /> company offer services to generate interest for client’s campaigns by using their members who are <br /> <br /> social media influencers as a mean for awareness through social media. PT Goviral Digital Media <br /> <br /> operates by providing a platform for both influencers members and clients (companies). The platform <br /> <br /> will act as a bridge between clients and influencers, where both of them can be connected. Goviral’s <br /> <br /> has problems in failing to meet their client’s KPI in submitting enough participation from their <br /> <br /> member. <br /> <br /> This study aims to formulate solutions to the problem at hand. To achieve the objective, this research <br /> <br /> would conduct interview with Goviral’s management to collect data and information. Also, analyze <br /> <br /> Goviral’s current bussines situation with external analysis, marketing mix, STP analysis, and SWOT <br /> <br /> analysis. Competitor analysis is also being utilized to compare the situation between Goviral and other <br /> <br /> competitors. Then all the data will be process into TOWS matrix analysis to determine the <br /> <br /> alternatives solutions, and then analyzed to determine which alternatives can be run. <br /> <br /> There are four strategies that could be implemented base on Goviral’s strengths, weaknesses, <br /> <br /> opportunities and threats. The four strategies are adding more members, develop a mobile app, <br /> <br /> develop a relationship between influencer’s agencies and add a marketplace feature on Goviral’s <br /> <br /> member platform. This proposed business solutions are expected to help