INCREASING AWARENESS THROUGH DIGITAL MARKETING CHANNEL: A CASE STUDY OF BANK AMAN

• Main Author: Suhanto, Alamsyah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74310
• Institution: Institut Teknologi Bandung

Bank Aman, a well-established bank in Indonesia, aims to become the leader in group KBMI III for retail customers. However, despite the bank's progress in improving brand awareness through its marketing efforts, it still faces a significant challenge in capturing the top-of-mind position among consumers. This research focuses on increasing awareness of Bank Aman through digital marketing channels and identifies factors that can contribute to increasing top-of-mind awareness of Bank Aman. The research used a business-oriented approach, collecting data from both public and internal sources, and analyzed it through a framework to generate business solutions and recommendations. The research used secondary data, including the Bank Aman Marketing Campaign Report and Online Tracking and Social Media Analytics, to analyze the bank's marketing communication and its impact on brand awareness. Descriptive and inferential statistics were employed to assess the current state of Bank Aman's brand awareness and identify the most significant drivers of this outcome. Few findings on this research, higher marketing budgets and targeting specific age groups were positively associated with increased brand awareness for Bank Aman, importance of managing online reputation and addressing negative comments to improve brand awareness, the most effective channels for Bank Aman to build brand awareness. The implications of the research are significant for all stakeholders involved. By improving Bank Aman's brand awareness and competitive position in the market, the research helps the bank continue to serve the needs of its customers in the years ahead. The research findings can also benefit other banking and financial institutions looking to improve their digital marketing strategies and increase their top-of-mind awareness among their target audiences.