Analysis of Bank Cimb Niaga's Digital Marketing Strategy to Improve Image

Bintang Ferdian, Eka Anisa Sari

Abstract


This study aims to find out how Bank Cimb Niaga's digital marketing strategy uses data analysis of the Miles and Huberman model. Using the Miles and Huberman model data analysis, the researcher wants to explain in detail how the situation, events and realities in the field are in detail, to be able to answer how the marketing communication strategy through digital marketing in improving the image of Bank Cimb Niaga. Bank Cimb Niaga is a well-known private bank in Indonesia, this bank is a subsidiary of CIMB which is headquartered in Jakarta. Cimb Bank is included in the list of well-known and trusted banks in the world according to Forbes 2024 data. Through the analysis of the Miles and Huberman model data, the researcher wanted to explain the strategy of Bank Cimb Niaga in improving its image. This research method uses descriptive qualitative and uses Observation, Interview, and Documentation Techniques. The results of this study show that the digital marketing strategies implemented include customer insight, building a community, choosing content that suits the customer's segment and interests from customers.


Keywords


Digital Marketing Strategy; Digital Marketing; Brand Image; Bank CIMB

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References


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DOI: https://doi.org/10.12928/sylection.v4i1.18809

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