Analisis dan Perencanaan Race Framework Digital Marketing Strategy Pada CV. Pandawa Digital Media - Dimas Setiawan; Mei Lenawati; Andria Andria (Fountain of Informatics Journal, 2022)
Abstrak“PANDAWA” branding & Digital Marketing merupakan sebuah bentuk usaha yang bergerak di bidang jasa optimasi produk bisnis, lewat optimasi branding dan digital marketing. Unit usaha ini terbentuk sebagai salah satu bentuk adaptasi dari berbagai fenomena transformasi revolusi industri 4.0, serta memiliki tujuan untuk memenuhi kebutuhan berbagai organisasi bisnis di Madiun dan pelaku UMKM di Madiun dalam melakukan scale up produk bisnis yang mereka miliki. Sedangkan produk CV PANDAWA Digital Media dilakukan secara terstruktur melalui tim riset dimana tahap awal dilakukan identifikasi penguatan branding, dari mulai Checking logo, tagline, foto produk dan lain sebagainya. Ketika branding sudah dirasa kuat baru dilakukan proses digital marketing, secara bertahap dari mulai fundamental marketing hingga distribusi marketing. Dikarenakan tergolong bidang usaha baru maka diperlukan strategi untuk memperkuat branding menggunakan RACE framework digital marketing yang bertujuan untuk membantu pengambilan keputusan dalam strategi pembukaan usaha CV PANDAWA Digital Media. Terdapat 4 tahapan dalam RACE framework yaitu Reach, Act, Convert & Enggage, yang nantinya dijadikan sebagai bahan untuk penyusunan dan analisis perancangan strategi digital marketing CV Pandawa Digital Media. Dari proses validasi terhadap struktural CV Pandawa Digital Media tahapan reach sebanyak 66% sangat setuju dengan adanya strategi dalam menentukan Pemilihan platform Social Networking. tahapan act sebanyak 50% sangat setuju membuat kampanye membership/keanggotaan tahapan Enggage sebanyak 66.7% sangat setuju membuat layanan After sales tahapan Convert sebanyak 50% sangat setuju membuat fasilitas pembayaran dengan dukungan landing space.Kata kunci: Digital Marketing, Race Framework, Technopreneurship Abstract[Analysis and Planning Of Digital Marketing Strategy Using Race Framework In Cv.Pandawa Digital Media] "PANDAWA" branding & Digital Marketing is a form of business engaged in the field of business product optimization services, through branding optimization and digital marketing. This business unit was formed as a form of adaptation to various phenomena of the transformation of the industrial revolution 4.0 and has the aim of meeting the needs of various business organizations in Madiun and MSME players in Madiun in scaling up their business products. Whereas CV PANDAWA Digital Media products are carried out in a structured way through a research team where the initial stage is to identify branding strengthening, starting from checking logos, taglines, product photos, and so on. When the branding is felt strong, then the digital marketing process is carried out, gradually starting from fundamental marketing to marketing distribution. Because it is classified as a new business field, a strategy is needed to strengthen branding using the RACE digital marketing framework which aims to assist decision-making in the strategy of opening a CV PANDAWA Digital Media business. There are 4 stages in the RACE framework, namely Reach, Act, Convert & Engage, which will later be used as material for the preparation and analysis of the design of CV Pandawa Digital Media's digital marketing strategy. From the process of validating the structural CV Pandawa Digital Media reach stages as much as 66% strongly agree with the existence of a strategy in determining the selection of the Social Networking platform. 50% of the act stages strongly agree to make a membership campaign, the Engage stage, 66.7% strongly agree to make After sales services, the Convert stage, 50% strongly agree to make payment facilities with landing space support.Keywords: Digital Marketing, Race Framework, Technopreneurship