PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE SMALL & MEDIUM ENTERPRISE CUSTOMER ENGAGEMENT ON MICROSOFT TEAMS PRODUCT DURING COVID – 19 SITUATIONS

• Main Author: Narendra Putra, Dionisius
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61641
• Institution: Institut Teknologi Bandung

New way of working, remote working, become the new trend of life since COVID-19 pandemic happened, specifically in Indonesia. Most organization needed to migrate their business process remotely, both by the tools and shifting the organization working culture. The competition among technology companies providing the best solution that could support users’ working from home become more productive, seamless and secure. Some well-known remote working tools/software in Indonesia called Zoom, Microsoft Teams, Google Meet and Cisco WebEx also focusing on these features that relate with the needs during remote working trends. While around 81% of Indonesian has a capability to implement remote working, whether it is full and partial remote working, and about 19% respondent has no capability to implement remote working that classified as frontline workers (Security, Offline retailer, Operators, etc), a unique business-to-business marketing strategy is needed to create more awareness and increase user’s engagement with providing product features differentiation to winning the market. Also, there are several limitation faced by marketers with several activities restrictions during pandemic, which has an impact on decreasing customer engagement and customer contact acquisition. Thus, a fully digital marketing through various marketing channels and a digital marketing strategy will be needed to be implemented. The objective of this study is to propose the integrated marketing strategy for Microsoft Teams which combining customer engagement by Marketing 4.0 theory, Integrated Marketing Channel theory and Integrated Marketing Communication theory. Author use quantitative methods by conducting online questionnaire, secondary data gathering through Microsoft’s and 3rd party data, and benchmarking each working from home tools/software features. As a recommendation, the authors propose a digital marketing strategy through three campaign topic approaches entitled Data Security and Privacy, each addressed to a specific type of customer through various integrated digital marketing channels. As a customer journey, the proposed strategy will have three stages: acquisition, nurture, and win as a whole within one framework of an integrated digital marketing strategy.