The rapid growth of digital technology has fundamentally transformed the way businesses communicate with customers. While traditional advertising once dominated marketing strategies, social media platforms have become essential tools for promoting products and services, building customer trust, and expanding market reach. As consumers spend more time online, businesses are expected to deliver engaging, relevant, and consistent content that keeps their brands visible and memorable.
For advertising agencies, establishing strong brand awareness is essential for attracting new clients and maintaining long-term customer relationships. However, the increasing number of businesses adopting digital marketing has intensified competition, making it more challenging for companies to stand out. Success now depends not only on having an online presence but also on continuously adapting marketing strategies to evolving consumer behavior and digital platform algorithms.
The study by Elisabet Sihombing and Nina Triolita focused on the digital marketing strategy implemented by CV. Sedayu Advertising. Using a descriptive qualitative approach, the researchers collected data through observations, interviews, documentation, and data analysis to understand how the company's digital marketing activities contributed to brand awareness. The study also applied a SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats in developing its digital marketing strategy.
The findings indicate that the company has successfully utilized social media—particularly Instagram—as its primary platform for promoting services, showcasing project portfolios, and communicating with prospective customers. These digital marketing efforts have contributed positively to improving brand awareness, although the researchers identified several areas where the strategy could become more effective.
Key Findings
- Social media, especially Instagram, serves as the company's primary platform for building brand awareness.
- High-quality visual content helps improve public recognition of the company's brand.
- Content marketing and online promotional activities contribute positively to increasing brand awareness.
- Inconsistent content publication remains one of the company's biggest weaknesses, reducing the overall effectiveness of its digital marketing strategy.
- Audience engagement remains relatively low, indicating the need for stronger interaction with potential customers.
- The continued growth of social media usage creates significant opportunities to expand the company's market reach.
- Intensifying competition within the digital advertising industry and constantly changing social media algorithms present major challenges for future marketing efforts.
Through the SWOT analysis, the researchers found that CV. Sedayu Advertising's greatest strengths lie in its ability to produce attractive visual content and maintain an active social media presence. These strengths provide a solid foundation for building a recognizable brand in today's digital environment. However, the study also identified weaknesses, including inconsistent posting schedules and limited audience engagement. According to the researchers, these issues reduce the effectiveness of the company's communication strategy and highlight the importance of more structured content planning.
The research also identified promising opportunities for business growth. As more individuals and businesses rely on digital platforms, demand for digital marketing services continues to increase, particularly among small and medium-sized enterprises (SMEs). This growing market presents substantial opportunities for advertising agencies. At the same time, businesses must contend with rising competition from other digital marketing providers and frequent changes in social media algorithms that can significantly affect content visibility and audience reach.
According to Elisabet Sihombing and Nina Triolita from Universitas Negeri Medan, the company's overall digital marketing strategy has been successful in increasing brand awareness. Nevertheless, the researchers emphasize that the strategy has not yet reached its full potential because of inconsistent content publication and relatively low audience engagement. Their findings suggest that successful digital marketing requires more than simply maintaining a social media account; it depends on building continuous, meaningful communication with audiences through valuable and engaging content.
The study offers several practical implications for businesses and SMEs seeking to strengthen their brands through digital marketing. Consistency in creating and publishing content is essential to keeping a brand visible and memorable. Businesses are also encouraged to increase audience engagement by responding to comments, creating interactive content, utilizing polls, hosting question-and-answer sessions, and taking advantage of other platform features that encourage user participation. These strategies can strengthen customer relationships while improving engagement rates and overall marketing effectiveness.
The researchers further recommend that companies develop a more structured digital marketing plan, including a comprehensive content calendar to ensure regular, organized, and goal-oriented content publication. Businesses should also continuously monitor emerging digital trends and evolving consumer behavior to keep their marketing strategies relevant in a rapidly changing online environment. By adopting these practices, companies can strengthen brand awareness while improving their competitiveness in the increasingly dynamic digital advertising industry.
Author Profile
Elisabet Sihombing is a researcher whose work focuses on digital marketing, marketing communications, branding, and digital business strategy.
Nina Triolita is a lecturer and researcher Her areas of expertise include marketing, business strategy, digital marketing, and business development.
Research Source
Article Title: Digital Marketing Strategy in Increasing Brand Awareness at CV. Sedayu Advertising
Authors: Elisabet Sihombing & Nina Triolita
Journal: International Journal of Management and Business Intelligence (IJBMI), Vol. 4 No. 3, 2026, pp. 557–570.
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