Social Media Content Marketing Strategy of Infobdg in Online Media Business Competition in Bandung City

Abstract

In the era of marketing 4.0, which combines online and offline interactions between companies and customers, social media content marketing (SMCM) is considered to be a powerful marketing strategy. SMCM is a communication strategy that develop the trustworthiness through sharing knowledge and opinions to gain loyal followers. This paper aimed at understanding the segmentation strategy, the message strategy and the SMCM strategy used by Infobdg in facing the online media business competition in Bandung. This research employed qualitative method and the technique of data collection included observation, interview, and research documentation. This research found that the segmentation strategy of Infobdg was determined by geography, demographic and psychology. Furthermore, there were three types of message strategy used by Infobdg including rational appeals, emotional appeals, and moral appeals. Furthermore, the SMCM strategy of Infobdg included content, customers engagement, and goals.