Omnichannel marketing communication model in consumer building engagement (case study at PT Brodo Ganesha Indonesia)

Abstract

In the digital marketing economy era 4.0, the omnichannel marketing integrates channels from the two marketing domains, offline and online. Brodo is one of MSME has used an omnichannel marketing approach using offline and online channels to target its market share, millennial consumers. This study used the concept of an omnichannel marketing communication model. The goal is to determine the activities, tactics, opportunities, and obstacles, and benefits of the omnichannel communication model. As a point of view, this research used a case study method with a constructivist paradigm. The results showed that Brodo's has integration of omnichannel marketing communication activities that focus on, to build and maintain consumer engagement in a sustainable manner. Brodo adapts and sees trends so that they can catch up with the changes that occur, and have to more optimized physical store management, establishing relationships with regulators, focusing on developing loyalty programs, and developing Brodo's internal community.