Strategi Pengembangan Digital Marketing dengan Metode SOSTAC dan RACE pada CV. Kotama Shoes

Abstract

In this digital era, the role of digital marketing is crucial in enhancing business performance. CV. Kotama Shoes, a genuine leather footwear company, faces challenges in managing its digital marketing, resulting in relatively low contributions to total sales. This research aims to develop an effective digital marketing strategy using the SOSTAC and RACE frameworks to improve the company's digital marketing performance. The SOSTAC method analyzes the company's situation through SWOT analysis and guides it to set objectives using the 5S approach (Sell, Serve, Speak, Sizzle, and Save). The applied marketing strategy includes market segmentation, market positioning, target market identification, and the 4P marketing tactics (Product, Price, Place, and Promotion). The RACE method focuses on four stages: reach, act, convert, and engage. Specific strategies and tactics are implemented at each stage to increase brand visibility, customer interaction, sales conversion, and customer loyalty. Research findings indicate that the combination of SOSTAC and RACE frameworks produces a comprehensive and targeted digital marketing strategy to enhance the company's digital marketing performance. This strategy is expected to help the company achieve its goals of increasing sales, building a strong brand, and competing effectively in the digital era.