Marketing Strategy of a Social Media Analytics Firm in Indonesia

• Main Author: Gemita Ria The
• Other Authors: Day-Yang Liu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31033462582485601337

碩士 === 國立臺灣科技大學 === 管理學院MBA === 102 === Social media has become an integrated part of people’s lives, especially in Indonesia. Due to people’s high engagement in social media, many companies start to use social media as one of their marketing tools. Nowadays, we could see numerous ads on every social media and people start to discuss about their favorite brands in social media. This phenomenon led to a new market opportunity, the social media analytics market. With social media analytics, companies will have an insight about their customers’ opinion and feedback. Even though this new market is a promising market, not many local companies join the business in Indonesia. Thus, the main objective of this research was to discover the marketing strategy that being used by a social media analytics firm in Indonesia and propose some improvement to the marketing strategy. The main research methodology of this study is a case method on an Indonesian social media analytics firm. Utilizing the SCORPIO model, the case study investigates the current marketing strategy employed by the company and propose improvements based on the present external environment and internal company condition. The summary of recommendations for improving the marketing strategy are: (1) Conduct better market research, (2) Conduct feedback review from the clients, (3) Use company name as a brand, (4) Expand customer database into a marketing information system, (5) Develop a knowledge management system to evaluate current condition and plan for future objectives, (6) Find a better way to communicate the differences between all products, and (7) perform better promotion activities.