Development of Digital Marketing Strategy in the Education Industry

Abstract

Indonesia Internet Service Providers Association (APJII) in 2018 released data that internet users in Indonesia amounted to 64,8 %. An increasing number of internet usage is used by marketers to market their products or services through the internet. Digital marketing strategy is needed by companies in order to survive and compete. Marketing strategy planning in this study uses IE matrix approach by combining the SWOT and AHP methods. The purpose of this research is to determine the company's position and choose alternative priority strategies. The result of this study indicates that the company a strong internal position and responds well to opportunities and threats that exist. The company's position is in quadrant IV, meaning that the right strategy is to grow and develop and alternative priority strategies that have the highest weight is strengths – opportunities (SO). SO strategy, maximize its strength to seize opportunities, then the company's strategy is to have lots of customer satisfaction testimonials displayed on website and social media & the opportunity to make products easy to find, because the dissemination of information through the internet can quickly spread and reach all consumers. Keywords: Marketing Strategy, Digital Marketing, Strengths, Weaknesses, Opportunities and Threats, Analytic Hierarchy Process JEL Classification: M310 DOI: https://doi.org/10.32479/irmm.10023