Marketing Strategy to Increase Brand Awareness and to Target Appropriate Users of Sharia Digital Wallets

Abstract

The first Sharia E-Wallet in Indonesia had been launched for nine months and already started its marketing initiation, but in the field, there are target markets in Jabodetabek and Bandung areas that still did not know about sharia E-Wallets service in its mobile- application. To address this problem, it is important to Sharia E-Wallets to develop a more effective marketing strategy, therefore the target users aware, want to try and engage with the service. Questionnaire results showed 75% of respondents did not use Sharia E-Wallet meanwhile 80% of them were interested in using it. Proposed solutions and recommendation are following RACE (Reach, Act, Convert, and Engage) marketing planning model. The Reach’s goal is to increase brand awareness through digital platforms. The strategy is to make various advertisements in the form of video and display advertisement and social media public relations. Act’s goals are increased of YouTube subscribers, instagram followers or website visitors. The proposed strategy is using social media marketing in the form of variative and interesting social media posts, social media quizzes, creating content with Islamic economy experts and online public relations. Convert’s goal is to turn target users into making transactions in Sharia E-Wallet. The proposed strategies are promotion information on social media and make an activation tutorial video. Engage’s goal is repeat transactions of first time users. The proposed strategies are engaging content marketing, on app points and rewards, and Year-in-Review.

Keywords: Digital Payment; Sharia Digital Payment; E-Money; Sharia E-Wallet; Marketing Strategy