Product Online Marketing and Digital

Branding Strategies in the

Covid-19 Pandemic Era
Novia Nour Halisa1, Selvi Annisa2
1 Lambung Mangkurat University, novia.halisa@ulm.ac.id

2 Antasari State Islamic University, selviannisa123@gmail.com

 Introduction
 The rapid spread of the Covid-19 outbreak in Indonesia has great
impact on the business and economy in Indonesia.

 It is highly imperative for business actors to establish certain

strategies to increase a product sales and sustainability to be able to
survive in the midst of the Covid-19 pandemic.

 Business actors could optimize the technology to communicate with

their target consumer and to market their products online or digitally.

 By building a good brand name in online marketing, the existence of a

brand in cyberspace can be well-established and brands that are easy
to remember by people affect their product purchase decision.

 This study aims to formulate online marketing and digital branding

strategies in the Covid-19 pandemic era.
 Research Methods

Method Conseptual Framework

• Qualitative Descriptive Method

• SWOT Analysis
 Results
Product Online Marketing and Digital Branding Strategies in the
Covid-19 Pandemic Era

 Determining market segmentation

 Using the appropriate digital media
 Creating a logo
 Making attractive promotions
 Ensuring product safety
 Building consumer database
 SWOT Analysis
Strength (S) Weaknesses (W)
IFAS  24 hour access  Technology dependency
(Internal)  Not constrained by distance  Security issues
 Easy for business actors to offer  Privacy issues
EFAS information  Price transparency
(External)  

Opportunity (O) SO Strategy WO Strategy

 Consumers easily get information
 Low operating costs
 
 
 A brand is to be able to survive in the
midst of the covid-19 pandemic by
optimizing technology as a means of
communication with its target
consumers.
 Business actors can provide an overview
or information on how the product safety
and guarantees have been carried out,
especially to minimize the transmission
of Covid-19 to consumers.

Threats (T) ST Strategy WT Strategy

 Technology is not evenly distributed in  Information is quickly and easily  Equitable distribution of communication
Indonesia accessible to the public as a competitive technology and social media in product
 Global competition  strategy at the global level. marketing and market segmentation.
 
Conclusion
Online marketing and digital branding strategies can be carried out
during the Covid-19 pandemic through the use of information and
communication technology in marketing a product by determining
market segmentation, clearly targeting the potential customers, using
the appropriate digital media, creating a logo, making attractive
promotions, ensuring product safety and building consumer database.
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THANK YOU