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Marketing Communication Strategy on Instagram Social Media @ninetynine.indo in Increase Brand Awareness

Introduction

Marketing communication strategy on instagram social media @ninetynine.indo in increase brand awareness. Explore Ninetynine.indo's successful Instagram marketing communication strategy to boost brand awareness. This qualitative study analyzes their approach, including the 7P Marketing Mix, for effective digital promotion.

Abstract

This study aims to discover Ninetynine's marketing communication strategy for increasing Brand Awareness through Instagram social media @ninetynine.imdo. This study uses a qualitative research method with a Descriptive approach. The data collection techniques used in interviews, observations, and documentation were processed and analyzed using marketing mix theory and persuasion knowledge theory. The study results show that Ninetynine's marketing communication strategy has succeeded in increasing brand awareness on Instagram, with one of them optimizing Instagram features, most of which have been done well. The marketing strategy to increase Brand Awareness so that it continues to exist, Ninetynine still has to promote and improve so that its products continue to grow and become more expansive and remain in demand by Consumers, which is by the 7P Marketing Mix by Kotler and Keller, namely: 1) Product. 2) Price. 3) Place. 4) Promotion by implementing a promotion mix such as Advertising, Sales promotion, Direct marketing, Public relations, and Internet marketing. 5) People (participants/people). 6) Process. 7) Physical evidence.

Review

This study addresses a highly relevant and contemporary topic concerning marketing communication strategies on Instagram to enhance brand awareness, using @ninetynine.indo as a specific case study. The clear objective—to uncover Ninetynine's strategy for increasing brand awareness via Instagram—is commendable, providing a focused scope for the research. The qualitative descriptive approach, supported by established theoretical frameworks such as the marketing mix theory and persuasion knowledge theory, offers a solid foundation for understanding the intricate dynamics of digital marketing communication in practice. The choice of a real-world brand allows for practical insights into operational strategies. The abstract effectively highlights the core finding: Ninetynine's marketing communication strategy has successfully increased brand awareness, particularly through optimizing Instagram features. While this finding is significant, the abstract could benefit from slightly more detail on *which* specific Instagram features were optimized and *how* their success was measured beyond a general statement of "most of which have been done well." Furthermore, while the data collection methods—interviews, observations, and documentation—are mentioned, specifying the nature or scope of these (e.g., target interviewees, types of observations, specific documents) would strengthen the methodological clarity. The conclusion's practical recommendations, rooted in the 7P Marketing Mix by Kotler and Keller, provide a valuable roadmap for sustained brand growth, emphasizing areas like product, price, place, promotion, people, process, and physical evidence. Overall, this study offers a valuable contribution to the understanding of social media marketing for brand awareness, particularly for small to medium-sized enterprises leveraging platforms like Instagram. The detailed application of the 7P marketing mix provides actionable insights for practitioners. For future iterations or a full manuscript, it would be beneficial to elaborate on the specific metrics or qualitative indicators used to determine the "success" in increasing brand awareness. Additionally, exploring the consumer's perception of these strategies could add another layer of depth. Nevertheless, the research presents a well-structured approach to a pertinent issue, offering practical implications for brands seeking to optimize their digital presence.

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