Proposed Digital Marketing Strategy on Property Developer Case Study: PT Widyaka Propertindo

This thesis examines the implementation of digital marketing strategies to enhance the competitiveness and sales effectiveness of PT. Widyaka Property in Indonesia’s property development market. The company faces challenges in adapting to digital tools amid shifting consumer behaviors and external market conditions. The study develops a tailored digital marketing framework to address these challenges, leveraging PT. Widyaka Property’s strengths in affordable housing outside urban areas. The research employs a combination of internal and external analyses. For internal analysis, it examines the 7P marketing mix and digital strategies. For external analysis, it conducts consumer behavior and PESTEL factors. Insights from interviews with stakeholders identify key influences on digital marketing adoption, including technological capability, company size, government policy, social networking, and perceived benefits. A SWOT analysis and TOWS matrix provide strategic direction, while gap analysis highlights alignment issues between current strategies and market trends. The strategic recommendations include establishing a structured marketing and sales funnel, integrating CRM for personalized and data-driven marketing, enabling real-time insights that guide campaign adjustments and improve lead management, optimizing social media use (Instagram, Facebook, YouTube, and TikTok), and utilizing SEO/SEM to increase visibility. Also, strategies are segmented into short-term (channel optimization and database refinement), mid-term (CRM integration and platform-specific content customization), and long-term (analytics and multi-channel integration). Seasonal campaigns and complementary physical marketing efforts are also advised. The conclusion is the importance of adaptability, continuous training, and alignment between digital and physical marketing to improve customer engagement, reduce marketing costs, and maintain a competitive edge in the digital landscape for PT Widyaka Property