Local media outlet
Jabar Ekspres has successfully maintained its competitiveness amidst intense
digital media industry competition by leveraging digital direct marketing
strategies. Research conducted by Salma Hasna Fauziyah, Shinta Hartini Putri,
Nisa Lathifah, and Anggita Lestari from the Indonesian University of
Informatics and Business in May 2026 shows that the use of personal digital
platforms has proven effective for media companies with limited resources.
Background
In the era of
technological disruption, media companies are required to be more interactive
and efficient in reaching potential clients. As a local media outlet, Jabar
Ekspres faces challenges such as limited marketing infrastructure and financial
resources compared to large media corporations. To overcome these constraints,
the Jabar Ekspres marketing team shifted from conventional methods to digital
direct marketing using easily accessible tools to build long-term partnerships.
Research Methodology
This study utilized a
descriptive qualitative approach to understand how marketing strategies are
implemented in practice. Data was collected through in-depth observations,
interviews with marketing division members, and documentation of digital
campaigns and partnership proposals. The validity of the data was ensured
through source triangulation techniques to obtain comprehensive information.
Key Findings
The digital direct
marketing strategy implemented by Jabar Ekspres includes three main stages:
·
Planning: Identification of target markets (such as government
institutions, private companies, and MSMEs), determination of communication
objectives, and selection of digital media.
·
Implementation: Personal communication with clients via Instagram Direct
Messages for introductions, WhatsApp for quick responses, and email for sending
official proposals.
·
Evaluation: Monitoring client responses, social media interaction
rates, and maintaining relationships through routine communication.
Despite its
effectiveness, the researchers identified several obstacles, including low
client response rates, the use of personal accounts which are perceived as less
professional, and limited company portfolios.
Implications and
Impact
This study confirms
that digital marketing strategies allow local media companies to operate with
more efficient promotional costs compared to conventional face-to-face methods.
According to the researchers from the Indonesian University of Informatics and
Business, the key to the success of this strategy lies in personalized
communication and consistency in maintaining good relationships with clients.
To improve professionalism, Jabar Ekspres is advised to develop Standard
Operating Procedures (SOPs) for digital communication and transition to using
official company accounts to strengthen business credibility.
Author Profile:
- Salma
Hasna Fauziyah- - Universitas Informatika dan Bisnis Indonesia
- Shinta Hartini Putri-- Universitas Informatika dan Bisnis Indonesia
- Nisa Lathifah-- Universitas Informatika dan Bisnis Indonesia
- Anggita
Lestari - Universitas Informatika dan Bisnis Indonesia
Research Source:
Fauziyah, S. H.,
Putri, S. H., Lathifah, N., & Lestari, A. (2026). "Digital Direct
Marketing Communication Strategies of Jabar Ekspres in Building Client
Partnerships". International Journal of Integrated Science
and Technology (IJIST), 4(5), 237-247.
DOI: https://doi.org/10.59890/ijist.v4i5.2.
URL: https://journalijist.my.id/index.php/ijist
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