A state-owned enterprise (BUMN) is currently experiencing a significant transformation. Previously, these companies enjoyed a more stable position with limited competition in many sectors. However, with the government’s policy of opening up the competition further, BUMN companies now face new challenges not only from fellow state-owned enterprises but also from more agile private companies that possess more flexible resources.
In such a situation, BUMN companies, which have traditionally relied on their established strengths, must begin thinking smarter and more innovatively. Amid limited resources, both financially and technologically, they need to find ways to remain competitive. One way to achieve this is by utilizing a digital marketing strategy that can reach a wider audience at a relatively efficient cost.
However, to execute a digital marketing strategy effectively, the company needs more than just a digital marketing platform. We also equip the company with knowledge about digital consumer behavior, search engine algorithms, and methods to optimize user experience on their digital marketing platforms.
The approach taken for this company includes the following steps:
1. Setting Clear Objectives and Targets for Digital Marketing Strategy
The first step is to establish clear goals, which range from building brand awareness, creating perceptions, to ultimately driving sales. These objectives will guide all digital marketing activities and ensure that each effort is aligned with the company’s broader business goals.
2. Segmenting and Targeting Audiences
This step involves identifying and understanding the target audiences the company aims to reach. It includes segmenting the market based on demographics, interests, and behaviors, as well as analyzing how these groups consume products and services. With this information, the company can create more personalized and effective marketing strategies.
3. Building the Foundation of Digital Marketing
The company’s first digital touchpoints, such as the website and landing pages, must be developed with the customer at the center. These platforms should be user-friendly, provide relevant information, and have the capabilities to guide users through a seamless experience—ultimately driving conversion and engagement.
4. Building an Integrated Digital Marketing Channel
To effectively distribute messages and content, an integrated digital marketing channel should be established. This includes leveraging multiple platforms—such as social media, email, and paid digital ads—ensuring consistent messaging across all channels, and maximizing reach and engagement.
5. Setting Up Platforms for Monitoring and Analyzing Performance
Implementing tools to monitor and analyze digital marketing performance is crucial. These platforms provide real-time insights into campaign effectiveness, engagement rates, and conversion metrics, helping the company optimize its digital marketing strategy over time. Key performance indicators (KPIs) such as traffic, conversion rate, and return on investment (ROI) are tracked to evaluate success.
6. Digital Marketing Literacy and Education Within the Company
Lastly, it is essential to build a strong understanding of digital marketing within the company. This involves training employees on the fundamentals of digital marketing, including tools, strategies, and best practices. With a digitally literate workforce, the company can be more agile and responsive to the ever-changing digital landscape.