PROPOSED MARKETING STRATEGY OF WEB3 MEDIA IN INDONESIA TO ENHANCE BRAND AWARENESS (STUDY OF COINFOLKS)

• Main Author: M.P. Situmorang, Hanson
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85908
• Institution: Institut Teknologi Bandung

This research investigates the digital marketing strategies necessary to enhance brand awareness and engagement for CoinFolks, a multi-platform media company specializing in Web3 industry content. The study addresses the low engagement and follower metrics of CoinFolks compared to its competitors in the Indonesian market. Utilizing both primary and secondary data, the research incorporates various analytical frameworks, including RBV, VRIO, Porter’s Value Chain, and SWOT analyses, to evaluate the internal and external environments of the company. Primary data was collected through in-depth interviews with CoinFolks' internal stakeholders, while secondary data was obtained from existing documentation and literature on market trends and competitor strategies. The findings reveal that CoinFolks possesses several valuable, rare, and inimitable resources, such as its expertise in content creation, research capabilities, educational resources, strong community engagement, and strategic partnerships. The study proposes a new marketing strategy focused on improving CoinFolks' promotional activities and content mix. Key recommendations include enhancing the quality and reach of promotional content, leveraging data analytics for targeted marketing, and fostering stronger community ties through interactive and engaging content formats. In conclusion, the proposed strategies aim to increase CoinFolks' brand awareness and engagement, thereby positioning it more competitively within the Web3 media landscape in Indonesia. The implementation of these strategies is expected to improve the company’s market presence and foster long-term growth.