Implementasi RACE Framework dalam Strategi Digital Marketing untuk Membangun Brand Awareness Indibiz Telkom Bogor

Abstract

Implementasi RACE Framework (Reach, Act, Convert, Engage) dalam strategi digital marketing PT Telkom Witel Bogor guna membangun brand awareness layanan Indibiz. Indibiz merupakan layanan B2B terbaru dari PT Telkom yang masih memerlukan peningkatan eksposur di pasar. Pendekatan penelitian ini bersifat kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan studi pustaka. Hasil penelitian menunjukkan bahwa strategi digital marketing Indibiz difokuskan pada pengelolaan media sosial dengan konten yang disusun secara tersegmentasi (hard selling, soft selling, entertaining) dan dirancang berdasarkan perencanaan konten yang strategis. Penerapan RACE Framework dilakukan secara terstruktur mulai dari tahap perencanaan (Plan), menjangkau audiens (Reach), mendorong interaksi (Act), mengonversi (Convert), hingga membina hubungan jangka panjang (Engage). Temuan ini menunjukkan bahwa RACE Framework efektif dalam meningkatkan brand awareness Indibiz melalui strategi pemasaran digital yang terarah dan adaptif terhadap audiens B2B.

The implementation of the RACE Framework (Reach, Act, Convert, Engage) in PT Telkom Witel Bogor’s digital marketing strategy to build brand awareness for its Indibiz service. Indibiz is PT Telkom’s newest B2B service, which still requires increased market exposure. This research uses a descriptive qualitative approach with data collection techniques including observation, interviews, and literature review. The results indicate that Indibiz's digital marketing strategy focuses on social media management through segmented content (hard selling, soft selling, entertaining), designed based on strategic content planning. The RACE Framework was implemented in a structured manner, beginning with strategic planning (Plan), reaching audiences (Reach), encouraging interaction (Act), converting prospects into customers (Convert), and fostering long-term relationships (Engage). The findings demonstrate that the RACE Framework is effective in increasing Indibiz’s brand awareness through a targeted and adaptive digital marketing strategy tailored to a B2B audience.