Digital Marketing Strategy to Increase Brand Awareness and Customer Purchase Intention (Case Study: Ailesh Green Consulting)

Abstract

Ailesh Green Consulting is an environmental consulting service with the target is a company that produces waste, especially companies that are included in the gold criteria in PROPER. The main problem is having low brand awareness and the low of customer purchase intention from target customers to use their services. The research methodology uses qualitative research. This research aims to help raise brand awareness and customer purchase intention of their potential customers. The data was collected using an interview system with 10 respondents who had a background in the environmental field, working for companies that are under gold criteria in PROPER. Based on the result, respondents' brand awareness is low, as well as the customer purchase intentions. It was found the digital media recommended to use for the company by the respondents is display advertising, LinkedIn social media, search engines, and websites. Based on the results, Ailesh Green Consulting is able to optimize Search Engine Optimization (SEO) supported by an attractive website optimizer and content marketing website, create and optimize the use of LinkedIn social media, and use of LinkedIn ads.

Analysis of digital marketing trends in 2022-2023 of the global fuel and energy complex (experience for Ukraine)

“…A company needs a marketer with up-to-date knowledge of digital marketing tools and their application, such as website, email, mobile, and interactive TV, to succeed. One factor that has accelerated the transition of strategic marketing to a digital marketing strategy is the COVID-19 pandemic (Putri, 2021).…”

“…Table 2. Trends in the development of digital marketing in the fuel and energy complex in the near future Source: compiled by the author based on (Pradhan et al, 2018;Putri, 2021;Umami and Darma, 2021).…”

Analyzing the effects of digital marketing on brand awareness among internet users

“…Once put into practice, content marketing can increase a companyʹs hit rate by up to 30% by boosting the likelihood that someone who sees their advertisement will become a customer (Putri, 2021). To that end, a company should offer information that is simple to obtain or understand in order to raise brand awareness (Renwarin, 2021).…”

“…Digital marketing is defined as an adaptive process supported by technology that aims to make it easier for companies to collaborate with customers and partners so that the communication created can convey and maintain company value (Kannan & Li, 2017). Therefore, to increase especially true in the modern period, when people frequently use electronic devices like computers and cellphones (Putri, 2021). The presence of advertising can boost customer attention, particularly if it is done in accordance with consumersʹ demands and perspectives (Maria et al, 2020).…”

Prediction Algorithm of User's Brand Conversion Intention Based on Fuzzy Emotion Calculation

“…By exploring the transformation mechanism between different types of customer value cocreation behaviors in virtual brand communities, we clarify the influencing factors between behaviors, as well as the changes in cognition, emotion and attitude of customers in the process of manifesting one behavior to another, which is conducive to the timely adjustment of relationship marketing strategies and the identification of problems in customer management, so that companies can take corresponding measures to guide, intervene and influence customers to behave in a way that is beneficial to the company (Madbouly et al, 2020;Prajogo and Purwanto, 2020;Nixon and Steuber, 2021). The active cooperation between customers and enterprises in the process of value co-creation based on virtual brand communities can, on the one hand, enable customers to obtain multiple experience values and, on the other hand, enable enterprises to maintain a high level of relationship quality with customers while satisfying their needs and gaining a sustainable competitive advantage (Putri, 2021). Theoretical research should be about the establishment of a model of corporate brand value formation in the formation mechanism of corporate brand value.…”