Digital Marketing Strategy Of Gowork Coworking Space During Covid 19 Pandemic
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Institusion

INSTITUT KOMUNIKASI DAN BISNIS LSPR

Author

Octaviani, Dian Paramitha

Subject

HT Communities. Classes. Races 

Datestamp

2024-01-11 08:27:13 

Abstract :
The Covid-19 pandemic has impacted in almost all sectors around the world, including Indonesia. According to economic growth data, one of the most significantly affected sectors is the hospitality and property sector such as coworking spaces. GoWork is one of the coworking spaces in Indonesia that also felt the impact in the form of a decrease in occupancy due to not operating for 4 months. Therefore, GoWork must have a strategy, especially in digital marketing to survive in pandemic conditions. The purpose of this research is to describe the digital marketing strategy, evaluate the implementation of the digital marketing strategy, and provide recommendations for GoWork's digital marketing strategy during and after Covid-19. This research uses a descriptive qualitative approach with data collection using in-depth interviews and observation methods. This research also uses SWOT matrix, engagement rate, and digital marketing evaluation metrics to analyze digital marketing data. The results showed that in determining digital marketing strategy, GoWork monitored to understand market needs and trends by conducting A/B testing with relevant audience targeting to ensure that members who work at GoWork can continue to work with GoWork. The evaluation of implementing in Digital marketing through owned media is still less optimal, digital marketing through earned media, especially Instagram platform, has been quite good, meanwhile in paid media is still not optimal.