Digital marketing communication strategies : the case of Indonesian news‘ portals

Abstract

Purpose: The purpose of this study is to investigate the implementation of digital marketing communication strategy employed by Kompas Media Nusantara the Indonesian biggest news company in increasing the number of paid news portal users for Kompas.id. Design/Methodology/Approach: The methodology used a case study by adopting the qualitative approach through an in-depth interview. Findings: The results of the study concluded that the main direction of digital marketing communication strategy for Kompas.id in the year 2019 was ‘objective focused’. Practical Implications: This study implies to promoting the digital aspects that did not only appear in the communication mix but in the whole process of the implementation for the Kompas.id digital marketing communication strategy. The stages are setting digital marketing communication objective, identifying the target audience, designing digital marketing communication plan, deciding digital communication channel and tools, determining the total budget, and finally measuring the results of the whole digital marketing communication process. Originality/Value: The results revealed a model of digital marketing communication strategy implemented by paid mass media businesses in Indonesia. The object of research is one of the largest media companies in Indonesia, which first implemented a subscription system for its customers.