Digital Direct Marketing Communication Strategies of Jabar Ekspres in Building Client Partnerships
DOI:
https://doi.org/10.59890/ijist.v4i5.2Keywords:
Digital Direct Marketing, Marketing Communication, Digital Communication, Jabar EkspresAbstract
This study examines the digital direct marketing communication strategy used by the Marketing Class of Jabar Ekspres to establish cooperation with clients. As a local media company, Jabar Ekspres faces challenges in maintaining competitiveness amid the rapid growth of the digital media industry and limited organizational resources. This research employs a qualitative, descriptive approach. Data were collected through observation, interviews, documentation, and literature reviews, and data validity was tested using source triangulation. The findings indicate that the digital direct marketing strategy was implemented by identifying target markets, determining communication objectives, and using digital platforms such as email, Instagram, and WhatsApp. Email was primarily used for formal communication and proposal delivery, Instagram for initial introductions with potential clients, and WhatsApp for follow-up communication and maintaining client relationships. The study also identified several obstacles, including low response rates from potential clients, the use of personal accounts, which are perceived as less professional, and limited company portfolios. Despite these challenges, digital direct marketing proved an effective and efficient strategy for strengthening client relationships and expanding business opportunities for local media companies with limited resources.
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