Analysis of Digital Marketing Strategies in Enhancing Brand Awareness at CV. Sedayu Advertising

Abstract

The development of digital technology has encouraged companies to utilize digital marketing as a marketing strategy to enhance brand awareness. CV. Sedayu Advertising is a company engaged in advertising and event organizing services that utilizes digital media such as Instagram and other online platforms as promotional tools for its services. This study aims to identify the digital marketing strategies implemented by CV. Sedayu Advertising in enhancing brand awareness and to examine the supporting and inhibiting factors affecting their implementation. Data were collected through interviews, observations, and documentation. The data were analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the company in implementing its digital marketing strategies. The findings indicate that CV. Sedayu Advertising has implemented several digital marketing strategies, including social media marketing, content marketing, and online promotion through social media platforms. These strategies have contributed to increasing the company’s brand awareness, particularly through visual content and digital promotional activities. Based on the SWOT analysis, the company’s strengths lie in its content creativity and active use of social media. The company also has significant opportunities due to the increasing use of social media and the growing demand for digital marketing services. Meanwhile, threats arise from competition among advertising agencies and the rapid changes in digital trends. The study concludes that the digital marketing strategies implemented by CV. Sedayu Advertising have been fairly effective in enhancing brand awareness; however, further development is required to optimize their effectiveness and strengthen the company’s competitiveness in the increasingly competitive digital era.