Increasing Brand Awareness Through Digital Marketing Channel: A Case Study Of Bank BRG

Abstract

This research aims to increase awareness of Bank BRG, a well-established Indonesian bank seeking leadership in group KBMI (Bank Groups based on Core Capital) III for retail customers, by identifying factors contributing to brand awareness through digital marketing channels. Using a business-oriented approach, data from public and internal sources such as the Bank BRG Marketing Campaign Report and Online Tracking and Social Media Analytics were analysed. Descriptive and inferential statistics assessed the current state of Bank BRG's brand awareness, identifying significant drivers. Key findings include a positive association between higher marketing budgets and targeting specific age groups with increased brand awareness, the importance of managing online reputation and addressing negative comments, and the identification of the most effective channels for building awareness. These insights have significant implications for Bank BRG and other banking and financial institutions looking to improve their digital marketing strategies and increase top-of-mind awareness among target audiences, ultimately benefiting their competitive market positions and enabling them to better serve their customers