MARKETING COMMUNICATION STRATEGY: DEVELOPING BRAND AWARENESS AND BRAND ENGAGEMENT OF DIGITAL BANK

Abstract

This conceptual paper aims to analyze the marketing communication strategy applied by PT Allo Bank Indonesia, Tbk., in order to develop brand awareness and brand engagement with their customers. This study adopted qualitative approach. Data was collected through observation to marketing activities and literature study by analyzing and comparing various documents, and relevant literature which is in line with the communication strategies adopted by PT Allo Bank, Tbk. The marketing communication strategy implemented by PT Allo bank, Tbk., has increased the brand awareness. It is reflected in customer growth and a survey conducted by Marketeers. It results that Allo Bank is known as one of Gen Z's preferred digital banks. Additionally, PT Allo Bank Indonesia, Tbk., is known as one of the new digital banks which was introduced in May 2022. The period of time of the data we analyzed is from May 2022 (the grand launching of Allo Bank) to May 2023 (the first anniversary of Allo Bank). Based on the research conducted, it shows two new elements that need to improve in the implementation of marketing communication strategies are repetitive action, and continuity & Consistency Pattern in order to generate more robust brand engagement.