Proposed_Digital_Marketing_Strategy_To_Increase_Br

Co-Value: Jurnal Ekonomi, Koperasi & Kewirausahaan
Volume 14, Nomor 8 Januari 2024

p-ISSN: 2086-3306 e-ISSN: 2809-8862
PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE

BRAND AWARENESS IN ADVERTISING INDUSTRY
(CASE STUDY: PT SAJI MEDIA PRATAMA)
Muhammad Farell Javier, Yuanita Handayati, Asnan Furinto

Institut Teknologi Bandung, Indonesia
Email: [email protected]
Abstract
In the context of a dynamic market like Indonesia, characterized by rapid population growth
and increasing internet usage, OOH advertisers face unique opportunities. Indonesia is among
the world's leaders in internet adoption, with a steady rise in users expected in the coming years.
This digital transformation, led by social media platforms, offers advertisers a potent tool to
connect with their audience. Social media, being a pivotal digital platform, has become integral
to marketing strategies and customer engagement. Customers frequently turn to social media to
inform their purchase decisions, which has propelled its significance in business strategies.
Beyond facilitating customer-business interactions, it fosters customer-to-customer
communication, transforming it into a multifaceted communication medium. PT. Saji Media
Pratama, an out-of-home (OOH) advertising company based in Indonesia, has been operating
since 1996 and has provided assistance to numerous companies in fulfilling their OOH
requirements. However, in recent years, the company has encountered challenges as its digital
marketing platform has struggled to attract new clients and has resulted in low brand awareness.
This study examines the internal and external factors affecting the company in order to offer a
digital marketing strategy aimed at increasing brand awareness and client acquisition. The
company's internal analysis include the conduct of VRIO analysis, CRM analysis, and content
analysis. The company's external analysis include the utilization of Porter's Five Forces
analysis, customer analysis, and competitive analysis. The data was acquired by conducting a
systematic review of relevant academic journals and by conducting in-depth interviews with
both current employees of Saji Media and potential customers. The result will be developed
using SWOT analysis to answer the research question and to propose a digital marketing
strategy with RACE Planning Framework.
Keywords: Out-Of-Home (OOH) advertising, brand awareness, customer acquisition, digital
marketing
INTRODUCTION
Out-of-Home (OOH) advertising is a form of outdoor advertising platform that target

people in outdoor/public spaces. In general, it can be found on crowded area including
public transportation, billboards, highways, and everything in between. It is the oldest form
of advertising and can be traceback to the earliest civilization. While the form of advertising
has transformed over the centuries, out of home advertising is still a relevant form of
advertising in this modern era (Sheth & Khan, 2015).
According to The Business Research Company, the global billboard and outdoor
advertising market is predicted to increase at a compound annual growth rate (CAGR) of
3.6% from $65.45 billion in 2022 to $67.8 billion in 2023, before eventually reaching
$76.03 billion in 2027 at a CAGR of 2.9%.
Indonesia is the fourth most populous country in the world with over 270 million
people, and it's a rapidly growing market. According to Astari N. (2021), Indonesia is
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Vol. 14, No. 8, Januari, 2024
among the top ten countries in the world in terms of the number of people who make
considerable use of the internet. As of March 2019, the country holds the fifth spot on the
list with 143.26 million internet users. It is anticipated that the number of users will proceed
to steadily increase over the next few years, with an annual growth rate of 10.2% up until
the year 2023. It is projected that by the year 2023, the number of individuals connected to
the internet in Indonesia would have reached 150 million.
Social media, one of the most prominent digital platforms for internet users, is a
valuable instrument for advancing the economic objectives of companies and contributing
to improved business performance. Prospective customers examine their social media
platforms before making a purchasing decision. Because of the growing number of
customers who use social media and the incorporation of social media into business
strategies, social media not only makes it easier for customers and businesses to
communicate with one another, but it also provides a platform for customers to connect to
each other as well as have conversations with other customers (Filip & Voinea, 2012). The
usage of social media also plays a developing role as a communication medium from the
point of view of customers, and it is an alternative for the communication strategy used by
companies in marketing and advertising (Moslehpour et al., 2021).
Out-of-home advertising companies can use website and social media to promote
their services and acquire new clients. This can be accomplished through presenting
previous work on social media channels such as Instagram and Twitter, sharing industry
news and trends, increasing brand awareness, communicating with potential clients, and
running targeted ads (Levyda & Ismi, 2020). Companies can boost their market exposure
and reputation by using these strategies, as well as create relationships that can lead to new
business opportunities.
PT Saji Media Pratama, an Out-of-Home advertising company based in Jakarta with
over 25 years of experience, specializes in 360 marketing communication, offering services
such as outdoor advertising, in-store advertising, workshops, and more. The company has
collaborated with leading global brands and has an extensive network across 32 provinces
and 7 major islands in Indonesia, as well as international partnerships with airports in
Singapore, Japan, Australia, and Germany. The organizational structure is led by a
managing director overseeing eight divisions, including planning, digital, creative, account
management, finance, and workshops (Grigoriou & Rothaermel, 2014). Saji Media's scope
of business includes outdoor advertising, airport advertising, mall media, in-store
advertising, transit advertising, street furniture advertising, and workshops.
The COVID-19 pandemic has impacted OOH advertising in Indonesia, leading to a
decline in demand and budget cuts. However, the increased internet usage during the
pandemic has made digital platforms an essential marketing tool. Despite operating for
over two decades, Saji Media faces challenges in acquiring new clients and increasing
brand awareness. The company relies heavily on its existing network and lacks a dedicated
marketing strategy for client acquisition. Additionally, changes in clients' marketing
personnel pose a risk of losing business to other known companies. While Saji Media
started digital marketing efforts in 2021, there has been no significant client inquiry through
online channels (Malik et al., 2013).
Based on the business issue above, the research questions are first, What is the
appropriate digital marketing strategy for PT. Saji Media Pratama to increase brand
awareness? Second How to increase customer acquisitions for PT. Saji Media Pratama?
1195 https://journal.ikopin.ac.id
Proposed Digital Marketing Strategy To Increase Brand e-ISSN: 2809-8862
Awareness In Advertising Industry (Case Study: PT Saji p-ISSN: 2086-3306
Media Pratama)
RESEARCH METHODOLOGY
The research design aims to align the framework and methodology with the
objectives of investigating digital marketing strategies for PT. Saji Media Pratama to
enhance brand awareness and customer acquisition. The table outlines the alignment of
research objectives, framework components (VRIO Analysis, CRM Analysis, Porter’s Five
Forces, SWOT Analysis, and Content Analysis), and the corresponding data sources,
including journals and in-depth interviews with PT. Saji Media Pratama.
The research begins by identifying the problem statement of PT Saji Media Pratama,
leading to research objectives focused on proposing digital marketing strategies for brand
awareness and customer acquisition. The chosen frameworks involve VRIO Analysis for
sustained competitive advantage, CRM Analysis for customer-centric strategies, Porter’s
Five Forces for industry competitive forces, customer analysis for understanding behavior,
and competitor analysis for evaluating strategies. The next step involves analyzing the
existing strategy and proposing recommendations based on the SWOT analysis (Sarsby,
2016).
Data collection involves primary and secondary sources. Primary data are gathered
through in-depth interviews with Saji Media's account manager, board of directors, clients,
and prospective clients. Secondary data are derived from journals, company records,
institutions, and relevant parties.
Data analysis employs qualitative methods, including document study and in-depth
interviews. The document study involves analyzing past reports, financial reports, and
project documents to understand business issues. Interviews with the board of directors and
employees aim to grasp company needs and technical requirements. Customer interviews
explore perceptions and needs, contributing to formulating marketing strategies. The
findings will address research questions, leading to conclusions, recommendations, and
implementation strategies for PT Saji Media Pratama.
RESULT AND DISCUSSION
Analysis
This chapter will discuss the results of the in-depth interview; the section will consist
of explaining the data received from internal and external sources, which will be analyzed
using the current framework tools from Chapter 2. This chapter seeks to address PT. Saji
Media's current problem of increasing brand awareness and acquiring new customers, as
well as propose an implementation plan for the digital marketing strategy (Mandal & Joshi,
2017).
Internal Analysis
Internal analysis on this chapter with VRIO analysis and CRM analysis are
conducted by interviewing Saji Media Managing Director, Mr. Joshua Bagaskoro and Saji
Media Finance Director, Mr. Paulus Alam.
VRIO Analysis
Valuable
Yes, Saji Media have resource of network all over Indonesia to satisfy client needs
anywhere. Out-of-home advertising industry relies heavily on vendors to execute the
projects. To be able to deliver the project all over Indonesia, the company had to have an
extensive list of vendor partners all over Indonesia to work on different area. Saji Media
also does not have any physical advertisement asset, without having any physical
Muhammad Farell Javier

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advertisement asset, Saji Media can focus to deliver the client needs without the needs of
thinking about the cost of their own asset while competitors prioritize to sell their own
asset.
Rare
360 out-of-home advertising service provided by Saji Media is a unique capabilities
that very little company provide that service. Many bigger companies have their own
physical asset but does not provide all of the service that the client needs for outdoor
advertising, while many smaller companies can provide cheaper services but cannot
provide the concept and media planning of the clients advertising which Saji Media can
provide. Therefore, the services provided by Saji Media is rare.
Imitability
It is difficult to imitate the capability of Saji Media since their resources are their list
of networks and partnership that has been gathered for almost three decades all over
Indonesia. Saji Media have an extensive list of partners that may provide the clients with a
lot of option to choose. Even though anyone may find the vendor by themselves, Saji Media
can provide options ranging from price to location. Saji Media also have already established
partnership with the local government for permit needs that is not easy to imitate.
Organization
Saji Media does not have any policies and procedures to promote the utilization of
its rare, valuable, and costly-to-imitate resources. The company’s resources and capabilities
are not well-organized and integrated to its overall strategy.
Table 1 PT Saji Media Pratama VRIO Analysis

Resource V R I O Competitive Implications
PT. Saji Media Pratama ✓ ✓ ✓ - Unused Competitive
V Saji Media can provide any types of outdoor Advantage
advertising in Indonesia
R Offer 360 out-of-home advertising that provide the
client from planning to execution
I Saji Media have extensive partner list all over
Indonesia that has been gathered for almost 3
decades
O Saji Media does not have any policies and
procedures to promote the utilization of its
resources
CRM Analysis
Strategy Development
Saji Media have a clear strategy to optimize their limited resources and capital. The
company chose to provide 360 out-of-home advertisement service to fulfil all of their client
needs without the need of having large capital. Most of the field works are carried out by
their partners. Since this out-of-home advertising industry is a business to business industry
and every business can take advantage of out-of-home advertising, Saji Media does not
have customer segmentation and strategy to cater their specific customer segment needs
(Buzatu et al., 2019).
Value Creation
Media Pratama)
The strategy of Saji Media to create value for the customer is by providing 360 out-
home-home advertisement services that provides the client needs from ideation, planning,
permit, communication and execution. The clients just have to check whether their order is
correct or not. This service saves customer time and energy and also lot of options to
choose. Also by providing the 360 out-of-home advertisement service, Saji Media gain
more profit margin since the they provide more services based on the client needs.
Multichannel Integration
The channel that are being utilized by Saji Media are social media (LinkedIn,
Instagram, YouTube, Facebook), website, physical office, telephone, and sales force. Saji
Media have not integrate all of their channel since most of them are not maximize to sell
their services. All of the new customer inquiry are handle directly by the managing director
while other employee focus on dealing with existing clients.
Performance Assessment
All of Saji Media projects financial aspects is handled directly by the company’s
finance director that are responsible for the negotiations, offers, and profit. The finance
director also have the responsibility to supervises and decides if the projects are profitable
for the company or not. For the project monitoring and progress report, Saji Media provides
dashboard that can show the result of their work and can be access by the client to check
whether or not the company fulfil the client requirements.
Figure 1. PT Saji Media Pratama Client Dashboard
Data Repository
To manage the information, Saji Media provides online dashboard that have 2
purpose, the first one is for data storage for the past project. Saji Media kept all of the
previous project data for up to 5 years. The previous project data can be used to analyse
client behaviour. For example, during Ramadan month, what kind of out-of-home
advertising the client mostly use and how much the client are willing to spend. The second
purpose is for project monitoring. Saji Media update all of their work on the dashboard on
real time and give the access to the client so that the client can check and evaluate the
progress. Since most of the client have more than 1 location at a time, Each client have
their own dashboard and they can check every detail of their project progress.

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Figure 2. PT Saji Media Pratama Location Dashboard
Content Analysis
Saji Media have utilize several digital marketing platform including websites,
Instagram, and YouTube. The engagement of the company social media currently are low.
Saji Media just created their Instagram account on 2021 and their YouTube account on
2023 and therefore, the company are still building the brand awareness for the customer.
This content analysis is limited to Saji Media digital marketing content management
(Hesterly & Barney, 2014). This analysis will help identify what type of content has the
most engagement and will later be compared with competitor digital marketing content and
utilized for the proposed digital marketing strategy (Kalam & Kalam, 2020). In order to do
so, author will examine the existing data from the most popular digital marketing platform
used by the company, which are:
1. Website
Saji Media main digital platform is their website. It is where they share all of the
information for the client including their collaborative network maps, service provided,
clients, gallery of their past project, outdoor advertising blog, and contact information.
Figure 3. PT Saji Media Pratama Home Page Website
Media Pratama)
Figure 4. PT Saji Media Pratama Website Visitors Overview
Saji Media does not have any video about their company yet, and does not elaborate
their service and expertise on their website. For the year 2022-2023, there are only 540 user
visit Saji Media website and majority are from age 19-34.
Instagram
Figure 5. PT Saji Media Pratama Instagram Homepage
Saji Media created their Instagram account on 2021 and since they have a total of
416 posts and followed by 433 Instagram users. It can be considered low since most of their
competitors have number of Instagram followers for more than 1000. This means that the
information they shared on this platform that have been received by the users are lower
than competitors. Most of their post are infographics and facts about out-of-home
advertising with little information about their recent projects. Their most likes and
comments post are only 226 and 5 respectively, which means the company have a very low
engagement rate with Instagram users against their competitors. Meanwhile, Saji Media
Instagram account is their most followed digital media platform compared to other
platforms.

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2. YouTube
Figure 6. PT Saji Media Pratama YouTube Homepage
Saji Media YouTube account is created on February 2023, with only five videos and
zero subscribers. Saji Media is not very active on this platform while potential client may
check their YouTube account to check their project portfolio.
External Analysis
External analysis on this chapter are Porter’s Five Forces analysis, Customer
analysis, and Competitor analysis. Porter’s Five Forces analysis are conducted by
interviewing Saji Media Finance Director Mr. Paulus Alam, Customer analysis are
conducted by interviewing prospect customers that have matching profile with Saji Media
clients, and competitor analysis are done by analysing competitors digital media platforms.
Porter’s Five Forces Analysis

Bargaining Power of Suppliers (Low)
There are many suppliers that provide the needs of out-of-home advertising all across
Indonesia. Supplier in advertising industry may varies in term of influence since advertising
industry needs a whole lot of different product or service from the supplier. Suppliers with
high power/influence may provide an important product such as billboard and videotron
and suppliers with low power/influence may provide common products such as printing.
Since it is not difficult to produce high quality out-of-home advertising medium, company
can choose many alternative vendors if the price does not match. Despite of having low
bargaining power of suppliers, it depends on the network and relations of a company to the
vendors. Saji Media have built their network across Indonesia for more than 20 years and
already have many alternative of vendors in each province.
Bargaining Power of Buyers (Moderate)

Buyers can choose a lot of different companies for their out-of-home advertising
needs. Since this industry covers a big scope of work, it depends on the client needs and
what the company provides. Many companies can provide cheap printing cost but cannot
provide the concept and media planning. There are also many companies that can provide
cheap advertisement placement cost since they have their own location but only on certain
locations. Switching cost are also high since clients have to replanning, renegotiating, and
reformat their advertisement to change vendors.
Media Pratama)
Threat of new entrants (Moderate)

To enter out-of-home advertising industry, a company does not have to spend a lot
of money on capital. But to become an establish out-of-home advertising company, they
must spend a lot of effort to gain trust from future client and spend a lot of time to build
the network across the country. Every out-of-home advertising project needs a few different
suppliers to operate the project and most of the time the client requires the company to
build the advertisement across the country.
Threat of substitutes (Low)

There are four major types of advertising mediums including print advertising,
television and radio advertising, outdoor advertising, and digital media advertising.
According to Idris et al, all advertising consumers have their own preference of advertising
medium. Their preferences vary according to one’s gender and age, status and personality,
and behavior. The needs of out-of-home advertising targeted specific customer behavior
that cannot be replace by other advertising platform.
Industry Rivalry (High)

The industry rivalry on out-of-home advertising is very competitive. There are
hundreds of company in this industry. Since out-of-home advertising have a big scope of
work, each company have their own strength. In general, the company in this industry are
divided into 2 criteria. The first one is when a company does not have any physical
advertisement asset like Saji Media. This conditions may provide the clients with more
options when choosing advertisement placement because they do not prioritize their own
location. This also make the price more expensive but Saji Media tackle this issue by
providing 360 out-of-home advertising so the client can save time and energy.
Customer Analysis
Customer analysis on this qualitative research are conducted by interviewing
customer through value proposition canvas framework in regards of out-of-home
advertising products. Do to difficulties contacting existing customer, author conducted in-
depth interview towards three (3) prospective customer with matching profile with Saji
Media previous client which will be explain below.
1. Bank Mandiri
Interviewee profile:
Name : Gifarie
Position : Senior Manager – Digital Marketing Group
Job Description : Create campaign marketing strategy for Bank Mandiri products,
planning, review and analysis marketing channels, setting creative guideline and direction
for Bank Mandiri.
Result of the interview:

Customer jobs:
• Create marketing execution plan based on the issue, campaign objective,
customer profile, key message, and marketing channel.
• Find a suitable location/area that can effectively communicate the key
message.
• Gather out-of-home advertising company that have credibility.

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• Analyse company portfolio through social media (website, Instagram,

YouTube).
• Chose an out-of-home advertising company through formal pitching that
can properly translate the marketing brief into suitable action plan with
reasonable price.
• Regular updates (weekly/monthly) with the chosen company.
Customer pains:
• Limited placement options.
• Outdoor advertising does not have any proper insight tracking.
• Outdoor advertising price are not competitive in comparison with digital
advertising.
• High minimum benchmark to success
Customer gains:
• Appropriate advertisement execution (time, place, size, quality) according
to the client needs.
• Swift communication in regards of update report, especially for revisions.
• Helpful vendor that can propose recommendations to maximize campaign
output.
2. Watsons
Interviewee profile:
Name : Shabrina
Position : Marketing Analyst –Marketing Division
Job Description : Advertising placement analysis, promotion and
campaign performance review, campaign planning projections, consumer and market
research.
Result of the interview

Customer jobs:
• Create placement objective and marketing brief for the advertisement.
• Chose the appropriate location for the campaign.
• Gather out-of-home advertising company through prior networking or
vendors whom approach the company.
• Analyse vendor portfolio and credibility through social media
• Chose the company and negotiate the price.
• Preview the proposed design and plan with revisions
Customer pains:
• Cannot justified the company spending for outdoor advertising since the
output reach is untraceable.
• With the same amount of money, customer gain more benefit through
digital advertising.
Customer gains:
• No additional charge.
• Physical quality as promised.
Media Pratama)
• On time execution.
• Vendor representative easy to communicate.
• Not bothered by advertisement permit.
3. Asuransi Astra
Interviewee profile
Name : Ekki
Position : Branding and Communications
Job Description : Campaign planning projections, consumer and market
research, review and analysis marketing channels.
Result of the interview
Customer jobs:
• Create placement objective and marketing brief based on the issue,
campaign objective, customer profile, key message, and marketing
channel.
• Find a suitable location/area that can effectively communicate the key
message for the campaign.
• Gather out-of-home advertising company through prior networking or
vendors whom approach the company.
• Analyse company portfolio through social media (website, Instagram,
YouTube).
• Chose an out-of-home advertising company through formal pitching that
can properly translate the marketing brief into suitable action plan with
reasonable price.
• Preview the proposed design and plan with revisions
Customer pains:
• Limited appropriate placement options.
• No real time/regular insight tracking.
• Vendors hard to communicate.
• Higher cost in comparison with digital advertising.
Customer gains:
• Appropriate advertisement execution (time, place, size, quality) according
to the client needs.
• Swift communication in regards of update report, especially for revisions.
• Helpful vendor that can propose recommendations to maximize campaign
output.
• Not bothered by advertisement permit.
Competitor Analysis
To have more understanding about the external environment of an out-of-home
advertising company, this research conduct competitor analysis by analysing 3 (three) out-
of-home advertising company digital marketing channel that offer similar services as Saji
Media. The company are City Vision Indonesia, Ming Media Promotion, and Warna Warni
Media. The analysis will be shown based on the marketing channel that often used by

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advertising company and prospect clients to gather information regarding the company
portfolio which is website, YouTube, and Instagram.
1. Website
Website are the most common digital media platform for companies to centralized
information, customer service, and goods and service transactions. It is also crucial to
increase brand awareness, company credibility, business leads, and provide information.
Figure 7. Ming Promotion Website
Figure 8 Warna Warni Media Website
Figure 9 City Vision Indonesia Website
Media Pratama)
All of the three companies have a similar website layouts. Cityvision elaborate their
services on a dedicated pages where the company explain about each of their service
overview, location, and placement illustrations. Cityvision also have a detailed and
dedicated page for their expertise, and also their project portfolio in photos and videos. The
company also have features where the website can be in two language, Bahasa and English.
Meanwhile, Ming Promotion promote their products in one single page with video
explanation of what they offer. They also have a dedicated page for their expertise that are
explained in video format. The main difference of Ming Promotion website is they have a
promo page of their products to capture broader market. Their contact us page also will
redirect visitors to a google docs link where visitors can get in touch with the company and
brief them with the client needs.
The last one is Warna Warni Media. Their website has similar features with Saji
Media website, with the only difference is Warna Warni Media has dedicated page for their
placement locations.
2. Instagram
Figure 10 Warna Warni Media Figure 11 City Vision Indonesia

Instagram Account Instagram Account

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Figure 12 Ming Promotion Instagram Account
For Instagram platform, Warna Warni Media have the highest number of posts and
the highest number of followers, followed by Cityvision Indonesia and Ming Promotion.
Nevertheless, Cityvision Indonesia have the highest engagement rate with 3.23% with
Ming Promotion at 0.66% and Warna Warni Media at 0.54%. This means that Cityvision
Indonesia Instagram contents have attracted the most Instagram users to interact with their
contents and resonates with their target audience. Cityvision Indonesia highest engagement
post are collaboration post with Ruben Onsu with 22,216 likes and 2,239 comments, while
Warna Warni Media highest engagement post are giveaway content with 821 likes and
2,954 comments, and Ming Promotion highest engagement post are promotion post with
Indonesian celebrity with 548 likes and 61 comments.
3. YouTube
Figure 13 Ming Promotion YouTube Account
Media Pratama)
Figure 14 Warna Warni Media YouTube Account
Figure 15 City Vision Indonesia YouTube Account

Ming Promotion and City Vision Indonesia can be considered active on their
YouTube platform with a total of videos upload of 196 video and 41 video respectively.
Meanwhile, Warna Warni Media only upload 8 videos on their YouTube account. YouTube
platform can be considered important since prospect customers may check their YouTube
account to see the company capabilities in term of video capabilities. Most of their
uploaded videos are their past project videos with only a few of campaign or promotional
videos.
SWOT Analysis
The SWOT analysis conducted for PT. Saji Media Pratama will utilize the
information and data gathered from the internal and external analyses conducted
previously. A variety of information can be identified as strengths and weaknesses based
on the internal analysis. This comprises the resources, capabilities, and expertise that Saji
Media currently possesses. The external analysis, on the other hand, will provide
information regarding opportunities and threats. Using Porter's Five Forces analysis,
competitor analysis, and customer analysis, this data and information are gathered from
Saji Media's external environment. Utilizing SWOT analysis will assist the company in

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identifying competitive advantages, conducting an evaluation, and determining future

implementation strategies. Following an evaluation of PT. Saji Media Pratama's internal
and external environments, the following is a description of the company's current SWOT
analysis:
Strength
1. Offer 360 Out-Of-Home advertising services.
Saji Media provides 360 out-of-home advertising services that not many of their
competitors offer. The company provide the concept and media planning of the clients
advertising needs, advertising permits, placement execution, and routine report for the
client to analyse. This approach adds more value to the customer since they only have to
communicate with one party that manage all of their outdoor advertising needs.
2. Extensive partner list all across Indonesia.
Saji Media has been established since 1998, and since then the company have built
their network for more than 20 years all over Indonesia. Outdoor advertising company
relies on their network to provide their client needs across Indonesia since the client may
need to place their ads on more than one location. This condition also beneficial to the
client because Saji Media can offer wide range of options for price, locations, etc.
3. Does not have any physical asset.
There are many outdoor advertising company that offer their service with their own
physical asset. Even though they can offer cheaper price to the customers, companies with
their own physical asset will prioritize sales on their own location and offer limited options
to the customer. Without having any physical asset, Saji Media does not have to worry
about any operational cost of the asset and can freely offers wide range of location for the
placement.
Weaknesses
1. Does not have real time tracking.
One of the weaknesses of out-of-home advertising is that they cannot track how
many audience that actually saw the advertisement. Even when the ads placement is on a
prime location, it is difficult to quantify how the advertisement influence the sales.
2. Lack of digital marketing promotion.
Saji Media have already create and maintain their social media since 2020 through
website, Instagram, YouTube, and LinkedIn. Nevertheless, there are no customer inquiry
and engagement through their digital marketing channel.
3. Limited human resources.
Saji Media still relies on their Board of Directors to acquire new customers. The
marketing and communication team just start working when the Board of Directors bring
new leads for the company or to communicate with existing customers.
Opportunities
1. Increasing online promotion.
In this digital era, especially after the pandemic, internet users have grown massively
in accordance with the increase in opportunity for companies to promote their brand
through digital marketing. Saji Media have to maximize this opportunity through
enhancing their digital marketing strategy.
2. Utilizing advance technology.
With technology advancement, out-of-home advertising industry can benefit by
utilizing the newest technology such as 3D anamorphic advertisement, augmented reality
Media Pratama)
to visualize the proposed placement, artificial intelligence to analyse data and display real
time insight and media performance.
3. Third party collaboration.
To increase company’s brand awareness, Saji Media can collaborate with high
profile third party or clients to create campaign that may increase their brand awareness.
This kind of collaboration has been done by their competitors and have a significant
engagement with online audience.
Threat
1. Digital advertising presence.
The increasing of digital advertisement creates dilemma to the prospective client
since out-of-home advertising is a costly investment that does not have any proper insight
tracking while they can spend the same amount of money in digital advertising and gain
more insight.
2. Network dependence.
Out-of-home advertising industries heavily relies on the company networks in the
client company. When their existing networks have moved to other division or company,
it is more likely that the replacement will chose vendors that they are more familiar with.
3. Heavily relies on physical traffic.
The cost of out-of-home advertisement depends on the location of the placement. It
will get higher if the location have a high physical traffic. Nonetheless, this industry is very
affected when in 2020 the pandemic hits the country and the government enforced activity
restriction. Even in the most prime location, the traffic is almost zero and nobody saw any
out-of-home advertisement.
Business Solution
RACE Planning Framework
The RACE (Reach, Act, Convert, Engage) Planning framework comprises of four
digital marketing activities that aim to keep customers involved with a business throughout
their entire customer lifecycle. In the first stage of Plan, the integrated digital strategy,
objectives, and governance are developed, and the necessary resources are allocated for the
digital transformation process.
1. Plan
The first stage of plan, Saji Media have to set a clear objective regarding the digital
marketing strategy. In this case, the goal is to increase brand awareness by having more
followers and engagement on social media, and increase customer acquisition through
digital media presence.
2. Reach
The Reach stage aims to increase awareness and exposure of the company's products
and services on other websites and in offline media, in order to drive the target audience to
the company's website page. It entails maximizing reach over time in order to create
multiple encounters through various bought, owned, and earned media touchpoints. To
increase more visitors to Saji Media social media and websites, It is essential to maintain
the first impressions engaging. There are two most favourites social media that the
company target market frequently used in which Saji Media can provide relevant content
which is Instagram and YouTube.
The company's Instagram account is the most followed social media that the
company has, with a higher chance of receiving a lot of engagement than the other social
media. Using the tools that social media platforms provide, companies can efficiently foster

1210
relationships with their clients and establish an online presence that increase their brand
awareness.
Figure 16 Saji Media Instagram Figure 17 Saji Media Instagram Post

Post (1) (2)
As Saji Media Instagram account have already provide visitors with infographic
contents and existing projects, it does not attract users to visit or to engage with the account.
High Instagram engagement can be achieved, according to Coelho et al., (2016), by
publishing promotional content that features well-known companies and interesting topics.
Photos and videos taken at events with the objectives of highlighting specific companies.
Based on the previous chapter, there are few type of contents that attract viewers to
reach the company that are already been utilized by competitors. In order to attract more
visitors and increase brand awareness, Saji Media have to create give away content that can
boost brand awareness through participant requirement that can be held by the company
itself or partnership with third party.
Media Pratama)
Figure 18 Warna Warni Media Figure 19 City Vision Indonesia

Instagram Post (1) Instagram Post (1)
Warna Warni Media successfully create content that attract hundreds of likes and
thousands of comments through give away content that only cost one million rupiah and
Citivision Indonesia create give away content in collaboration with production house that
benefit both parties in term of awareness in the form of thousands of likes in Instagram.
Another way to increase brand awareness is through content collaboration with well-
known individuals that have many followers. Even though this method may cost the
company a lot, it is crucial for increasing brand awareness, especially when the company
is not known enough. This method has been utilized by Ming Promotion and Cityvision
Indonesia and it is proven to be one of their most engage content on Instagram. Based on
the figures below, this type of content generate more attractions than give away content
even though it may cost more for the company.

1212
Figure 20 City Vision Indonesia Figure 21 Ming Promotion

Instagram Post (2) Instagram Post (1)
Sponsored ads can also be an effective way to guide visitors to the company landing
pages. Nowadays, most people look up for anything on Google, and therefore, Google
provide paid ads for any business to be sponsored on Google search result. In addition, it
can pin point visitors that are looking for specific information on the first page of the search
result that may increase the numbers of the visitors for the company websites.
Figure 22 Google Ads
For YouTube platform, the content treatment that Saji Media need to pursue is
similar with Instagram, while the video of project portfolio is important to gain trust from
Media Pratama)
clients, collaboration with other company or with celebrity is also crucial to gain brand
awareness. It can be seen on competitors YouTube channel with their most viewed video.
Figure 23 Prisma Advertising YouTube Account
3. Act
Before moving on to the conversion stage, visitors are encouraged in this stage to
interact or take action as soon as they land on the company's website or social media page.
In out-of-home advertising industry, the objective of this stage is for the customer to make
inquiry to the company.
Figure 24 Saji Media Website Insight

In order to increase conversion rates, traffic from Saji Media campaigns should flow
straight to the dedicated page rather than just the home page, eliminating any additional
clicks from the customer's purchasing process. When visitors wanted to have more
information regarding Saji Media, the company should provide dedicated links that can

1214
direct the visitors to specific page that they look for. Based on the figure above, even though
Media Asset page have been visited the most, the highest number of users are just visiting
the homepage and did not continue their journey.
Figure 25 Ming Promotion Linktree

Ming Promotion create Linktree on their social media home page that allow the
company to make a unique, customizable page that contains all the relevant links the
company wish to share with their audience. It can be utilized for social media networks like
Instagram and YouTube. Ming Promotion specified their links to what the visitors are
looking for, eliminating number of clicks on the customer journey to provide their needs.
Based on the discussion on the previous chapter, prospect customers also check the
company credibility through social media platform to understand the company capability
and portfolio, hence it is important to highlights their past projects and also gather client
testimony to boost Saji Media credibility.
Media Pratama)
Figure 26 Ming Promotion Client Testimony (Website)

While social media campaigns are important to gain awareness and engagement,
email marketing campaign also crucial on this stage since it is a direct approach to
communicate with prospect clients. There are few criteria of clients that can be approach
by this method. The first one is past client that already worked with Saji Media but does
not continue with the company, the second one is for users who frequently visit Saji Media
sites, and the last one is for potential clients that have known to frequently create big
campaigns.
Figure 27 Email Marketing Campaign

4. Convert
In out-of-home industry, between the act stage and convert stage, there are a lot of
discussions going on between Saji Media and the potential client through formal business
pitching, planning and ideation, negotiations and payments, that most likely cannot be
covered with digital platforms. Nevertheless, what can digital media platform support in
this stage is to give direction for potential clients that already interested in Saji Media
services to communicate with the company. It can be through contact us page or request a
quotation. After the clients makes inquiry, it is the job for the account executive to directly
communicate with the clients.

1216
Figure 28 Ming Promotion Contact Us Form

The contact us page can linked visitors to the designated page for the customers to
easily communicate and give information regarding their needs to the company. By having
this features, it give the company proper information to provide to the clients when the
company reach back to the clients.
5. Engage
The final stage focused on long-term customer engagement and communications,
which involves establishing a relationship with new clients over time to foster repeat
purchases through website, social media, email, and other direct communications that
increase customer lifetime value. It can be measured by things like repeat sales and sharing
information through social media. This stage can be done by directly communicating with
past clients or using digital media platform to interact and give a good impression to the
client.
Figure 29 City Visioin Indonesia Figure 30 Warna Warni Media Instagram

Instagram Post (3) Post (2)
To engage with the clients through digital media platform, it can be done using social
media like Instagram and YouTube. By using Instagram platform, Saji Media can provide
additional benefit like promoting the client project and collaborate the post with the client
so it also benefit the company, or even just thank you post on the Instagram feeds so the
clients feel appreciated. On YouTube platform, Saji Media can also add more benefit to the
client by creating promotional videos of the client project and also promote their products
or services. This will create a good impression to the client and increase the chance for
repeat purchases.
Implementation Plan & Justification

The primary objective of this research was to increase brand awareness and improve
customer acquisition for Saji Media. In order to attain this objective, the author proposed a
digital marketing strategy for Saji Media, by using the RACE planning framework. The
proposed
Media Pratama)
CONCLUSION
PT. Saji Media Pratama, founded in 1996, specializes in Out-of-Home advertising

services, emphasizing media planning, buying, and analytics while integrating into 360
marketing communications. Despite assisting numerous clients over the years, the
company faces challenges in brand awareness and customer acquisition due to the absence
of an effective digital marketing strategy. Currently reliant on the Board of Directors for
client acquisition, Saji Media has not generated client inquiries through digital marketing
channels. To address these issues, the author conducted a research study proposing a digital
marketing strategy using the RACE planning framework.
The proposed RACE planning strategy involves various stages and action plans. In
the "Reach" stage, the company plans to create giveaway contents, collaborate on content
with influencers, and utilize sponsored ads on Google and Facebook to enhance brand
awareness. The "Act" stage focuses on creating a shortcut link, highlighting client
testimonials and projects, and implementing email marketing campaigns to drive customer
acquisition. The "Convert" stage introduces a dedicated "Contact Us" link and a quotation
request form to facilitate customer acquisition. Finally, in the "Engage" stage, the company
aims to collaborate on promotional materials with clients and express appreciation through
posts to foster long-term relationships.
In conclusion, the proposed RACE planning strategy encompasses a comprehensive
approach to boost brand awareness and customer acquisition for PT. Saji Media Pratama.
However, it is essential to acknowledge the limitations and potential for future research.
Recommendations include analyzing different client types, including existing and past
clients, and staying updated on social media trends and digital platforms to adapt to
technological advancements.
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Co-Value: Jurnal Ekonomi, Koperasi & Kewirausahaan

Volume 14, Nomor 8 Januari 2024

PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE

Muhammad Farell Javier, Yuanita Handayati, Asnan Furinto

Out-of-Home (OOH) advertising is a form of outdoor advertising platform that target

RESULT AND DISCUSSION

Muhammad Farell Javier

Table 1 PT Saji Media Pratama VRIO Analysis

Figure 1. PT Saji Media Pratama Client Dashboard

Muhammad Farell Javier

Figure 2. PT Saji Media Pratama Location Dashboard

Figure 3. PT Saji Media Pratama Home Page Website

Figure 4. PT Saji Media Pratama Website Visitors Overview

Figure 5. PT Saji Media Pratama Instagram Homepage

Muhammad Farell Javier

Figure 6. PT Saji Media Pratama YouTube Homepage

Porter’s Five Forces Analysis

Bargaining Power of Buyers (Moderate)

Threat of new entrants (Moderate)

Threat of substitutes (Low)

Industry Rivalry (High)

Result of the interview:

Muhammad Farell Javier

• Analyse company portfolio through social media (website, Instagram,

Result of the interview

Muhammad Farell Javier

Figure 7. Ming Promotion Website

Figure 8 Warna Warni Media Website

Figure 9 City Vision Indonesia Website

Figure 10 Warna Warni Media Figure 11 City Vision Indonesia

Muhammad Farell Javier

Figure 12 Ming Promotion Instagram Account

Figure 13 Ming Promotion YouTube Account

Figure 14 Warna Warni Media YouTube Account

Figure 15 City Vision Indonesia YouTube Account

Muhammad Farell Javier

identifying competitive advantages, conducting an evaluation, and determining future

Muhammad Farell Javier

Figure 16 Saji Media Instagram Figure 17 Saji Media Instagram Post

Figure 18 Warna Warni Media Figure 19 City Vision Indonesia

Muhammad Farell Javier

Figure 20 City Vision Indonesia Figure 21 Ming Promotion

Figure 22 Google Ads

Figure 23 Prisma Advertising YouTube Account

Figure 24 Saji Media Website Insight

Muhammad Farell Javier

Figure 25 Ming Promotion Linktree

Figure 26 Ming Promotion Client Testimony (Website)

Figure 27 Email Marketing Campaign

Muhammad Farell Javier

Figure 28 Ming Promotion Contact Us Form

Figure 29 City Visioin Indonesia Figure 30 Warna Warni Media Instagram

Implementation Plan & Justification

PT. Saji Media Pratama, founded in 1996, specializes in Out-of-Home advertising

Muhammad Farell Javier

Company. International Journal of Research and Innovation in Social Science, 4(6),

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0

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