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Farah Andayani
Institut Teknologi Bandung
Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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Enhancing Customer Retention in B2B Digital Marketing Agency in Indonesia (Case Study of BIZGO Digital) Farah Andayani
Journal of International Conference Proceedings Vol 4, No 3 (2021): 2021 WIMAYA International Conference of Economics and Business
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v4i3.1372

Abstract

The trend of digital marketing is growing in Indonesia. It is also supported by the pandemic season where offline selling is not available as much as before. People start to shift into offline platforms. Unfortunately, with the characteristics of emerging markets where acceptability, accessibility, as well as affordability is still low, study reveals that three-quarters of Indonesia’s SMEs are missing out on most of the benefits of digital technologies. Looking at these opportunities, BIZGO Digital offers digital marketing services which target the business owners and MSMEs to establish their online presence. Due to its replicable services, BIZGO is able to maintain this competitive advantage. As the agency grows, BIZGO is able to take more orders from clients as the systems are already well established. Previously, BIZGO portrayed an advertising strategy which led to failure in promoting a B2B agency.  Bizgo realizes the need to implement customer relationship management to increase customer retention rate and cross selling strategy. How can BIZGO, as the B2B Digital Marketing agency implement an effective strategy to increase customer retention rate?
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