PROPOSED MARKETING STRATEGY FOR INSPIRATORFREAK.COM

• Main Author: Christian Susanto, Jonathan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40169
• Institution: Institut Teknologi Bandung

PT. Berkat Inspirasi Indonesia, also known as InspiratorFreak.com is a digital media company for millennials in Indonesia. The tech startup has been growing since it first found in the 2013, alongside with the boom of tech startup in Indonesia. As the tech industry grows, it also becomes opportunity for InspiratorFreak to grow the business. Their main source of revenue are from advertising and paid promote. To ensure continuous advertising, InspiratorFreak very demanding with the traffic and engagement from their visitors to their website or other channel such as social media. However the problem arise when their traffic is not increase significantly or stagnan. This caused low of positioning and value proposition of their product, so the content is not related with their target audience. Morover InspiratorFreak get support from voluntary team, which is not a full time employee and they don’t have digital marketing staff to increase their productivity and their traffic in website and social media. This final project objective is to study how the current marketing strategy in InspiratorFreak, what are the problems of their growth in traffic, and how to increase their traffic with a proper digital marketing strategy. The approach of this resarch is to analyze secondary data which is the internal and external factor which set by the company for the marketing division, and to compare with the web traffic of InspiratorFreak in 2018. External factor analysis was conducted using PESTEL Analysis, Porter’s Five Forces, and Competitor Analysis with 4Ps. Internal factor analysis conducted using Business Model Analysis, Value Proposition Analysis, STP Analysis and Marketing Mix Analysis. From that analysis, it has been founded that InspiratorFreak has strength in reputation and networking but weakness in positioning and value proposition. InspiratorFreak still has a big opportunity to improve their business due to increase of internet users in Indonesia. However, threats from external factor still need to be aware. This method combine with the 5A model framework. To understand about their audience, in this research used data from google analytics and qualitative method. Qualitative methods are used to understand about what the characteristic of the audience and what they are interest about. Total interviewee in this research was 10 people from InspiratorFreak’s audience. Research result show that InspiratorFreak need to improve their segmentation, targeting and especially their positioning and value proposition. The recommended strategic plan for InspiratorFreak in digital marketing strategy with E-Integrated Marketing Communication (E-IMC) approach and also Content Marketing Strategy to increase their quality of their content.