Ni Putu Yunita Anggreswari, I Putu Jaya Putra Nugraha, Nyoman Sri Manik Parasari, Anak Agung Istri Agung Maheswari

Digital Marketing Communications of PT. Adhi Darma Cargo in Building Brands Awareness

Introduction

Digital marketing communications of pt. Adhi darma cargo in building brands awareness. PT. Adhi Darma Cargo leverages digital marketing & social media to build brand awareness during a leadership transition. Explore their integrated strategy for top cargo services in Bali.

Abstract

Adhi Darma Cargo is a company that operates in the logistics sector, particularly in cargo management. Currently, Adhi Darma Cargo is undergoing a leadership transition, initially led by I Nyoman Mawiana and now shifting to the leadership of his eldest son, Hendra Arimbawa. Under Hendra's leadership, the company is focused on building brand awareness through digital media. This approach acknowledges that the first generation of Adhi Darma Cargo tended to emphasize simpler methods for brand awareness. As the company enters a new era of globalization, it recognizes that information in the digital realm circulates rapidly. This research utilizes integrated marketing communication theory, comprising five elements: advertising, sales promotion, public relations and publicity, direct marketing, and personal selling. According to the research findings, Adhi Darma Cargo has implemented these five elements of the marketing communications mix through its extensive use of digital media, particularly social media. With this implementation of the marketing communications mix, Adhi Darma Cargo aims to achieve high brand awareness and become better recognized by the broader community as one of the top choices for quality cargo services Bali. Keywords: Cargo, Marketing Communication Mix, Brand Awareness

Review

This paper addresses a highly relevant and timely topic concerning the digital transformation of established businesses, particularly in the context of generational leadership changes. The study focuses on PT. Adhi Darma Cargo, a logistics company undergoing a shift from traditional marketing approaches to a digitally-centric strategy for building brand awareness under new leadership. The objective to understand how digital marketing communications are employed to enhance brand recognition for a B2B or service-oriented business, especially within a specific regional market like Bali, offers practical insights and contributes to the growing body of literature on digital strategy implementation in SMEs. The theoretical framework, grounded in the five elements of Integrated Marketing Communication (IMC) – advertising, sales promotion, public relations and publicity, direct marketing, and personal selling – provides a robust lens through which to analyze the company's efforts. While the abstract states that the research "utilizes" this theory and presents "findings," it critically lacks detail regarding the methodological approach. Without information on how data was collected (e.g., interviews, content analysis, surveys, case study methodology), it is challenging to assess the rigor and validity of the conclusion that Adhi Darma Cargo "has implemented these five elements... through its extensive use of digital media, particularly social media." Clarification on the research design is essential for a comprehensive evaluation. The finding that all five elements of the marketing communications mix are being implemented digitally, particularly via social media, suggests a comprehensive and forward-thinking strategy by the new leadership. However, the abstract merely states *that* these elements are implemented, without offering specific examples or details on *how* each element manifests in the digital space for a cargo company (e.g., types of digital advertising, social media engagement for personal selling, online PR tactics). Furthermore, while the paper identifies the company's *aim* to achieve high brand awareness and become a top choice in Bali, the abstract does not indicate whether the research assessed the *effectiveness* of these digital strategies on actual brand awareness levels or business outcomes. Future iterations of this work would benefit significantly from including empirical measures of brand awareness and detailing the specific digital tactics employed for each IMC element.

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