Product Online Marketing and Digital Branding Strategies in the Covid-19 Era

Abstract

Product marketing to consumers is a strategy for a brand to be able to survive during the Covid-19. Besides, business actors could optimize the technology to communicate with their consumers. Internet as a communication medium provides its users with numerous benefits, including Digital Branding. This study aims to formulate online marketing and digital branding strategies in the Covid-19 era. The secondary data were obtained from Bank Indonesia report data for 2020. The data analysis method employed was descriptive qualitative analysis. The results indicated that product online marketing and digital branding strategies through the use of information and communication technology could be conducted by determining market segmentation, using appropriate digital media, creating logos, making attractive promotions, ensuring product safety and building a consumer database.