PROPOSED DIGITAL MARKETING STRATEGY USING EXISTING CUSTOMER JOURNEY ANALYSIS (CASE STUDY : PT SS)

• Main Author: Karina N. Sihotang, Hillary
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/72494
• Institution: Institut Teknologi Bandung

PT SS is an Indonesian electricity provider that has been in operation for over 25 years. PT SS has a primary client in the utilities industry. In 2018, the government implemented a regulation that decreased the company's revenue. In order to boost revenue, market penetration must be increased. With digital marketing, the objective is to expand the market to non-utility industries. Currently, the internet serves as a medium for discovering information anywhere and for connecting individuals with one another. In addition to this, it can also be utilized for media marketing. Digital marketing is a sort of business in which a person or company engages in internet-based marketing. Both B2C and B2B companies can utilize digital marketing media to promote their products. This final project provides an overview of PT SS's issues, specifically unsuccessful digital marketing. The analysis is conducted utilizing internal analysis, namely Marketing Mix and STP, external analysis, including PESTLE, Five Porter Analysis, and competitor analysis, followed by SWOT analysis. Then, customer journey analysis is utilized to determine the consumer's journey when dealing with PT SS via the Internet. To create a digital marketing plan, the writers use the RACE framework to develop marketing strategies for new and existing PT SS customers. Utilizing this approach, the right use of social media and digital marketing methods to handle PT SS's issues is determined.