Paper Title :Digital Marketing Strategy for Interior Design Service at Asaterra Studio
Author :Cinta Sazcharisa, Dona Saphiranti
Article Citation :Cinta Sazcharisa ,Dona Saphiranti ,
(2018 ) " Digital Marketing Strategy for Interior Design Service at Asaterra Studio " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 11-22,
Volume-4,Issue-9
Abstract : Interior design and construction industry has been growing rapidly from the increase of globalization and
economic growth especially in growing countries. Unfortunately common design industry have not aware with the presence
of digital era. In terms of a sustainable Interior Design Service company, Asaterra Studio has to catch up with the trends,
including digital marketing strategy. Meanwhile as a new comer business, Asaterra Studio have a problem in low brand
awareness. The purpose of this research is to find the most suitable digital marketing strategy for Asaterra Studio. This
research used internal and external analysis to implement digital marketing strategy for Asaterra Studio. Internal analysis
focuses on Marketing Mix (7Ps), STP Analysis (Segmenting,Targeting, and Positioning), and SWOT (SW) Analysis.
External analysis focuses by using Porter Five Forces, competitor analysis, SWOT (OT) Analysis, and Customer's data. In
this research, data collection divided in two ways, the primary data was collected from questionnaire to the respondents
which are Asaterra Studio's previous customer and targeted customer. The other way to collect the data is interview to
previous customer of Asaterra Studio. The roots of the problems of Asaterra Studio are product attributes, place and
promotions that have not boost the awareness of the brand of Asaterra Studio. Based on the existing problems there are six
alternative solutions are given to solve the problem of the company. Those are social media advertisement strategy, search
engine marketing, differentiation of product, innovation, utilizing the influencer marketing in interior design industry, and
social network presence for interior designer. The result of this research is a proposed digital marketing strategy by using
TOWS Matrix and digital marketing Analysis. Considering the lack of awareness and customer engagement, there are four
digital marketing strategy which are the most suitable for Asaterra Studio. Those are social media advertisement, search
engine marketing, influencer marketing in interior design industry, and social network presence for interior designer. Using
these alternative solutions are expected to solve the problems of the company.
Keyword - Asaterra Studio, Interior Design, Digital Marketing, Furniture maker, Brand Awareness
Type : Research paper
Published : Volume-4,Issue-9
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-13605
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Copyright: © Institute of Research and Journals
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Published on 2018-11-22 |
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