PERENCANAAN STRATEGI DIGITAL MARKETING MENGGUNAKAN METODE SOSTAC PADA PT ARFIN GOWEB INDONESIA

PT Arfin Goweb Indonesia is a company engaged in software development. The current marketing still uses conventional marketing by sending proposals to targeted agencies. This conventional marketing has consumed a lot of costs, so the company needs digital marketing that can reach a wider market and minimize costs. The company has started digital marketing, but does not have a planning strategy, so it is not optimal in doing digital marketing. The purpose of this research is to create a digital marketing plan using the SOSTAC method to make it easier for PT Arfin Goweb Indonesia to implement digital marketing. The solution that can solve the above problems is to create a digital marketing strategy using the SOSTAC method (situation analysis, objectives, strategies, tactics, actions, and control). This research method uses a qualitative approach with data collection (literature study, interviews, observation, documentation). The result of this research is a digital marketing strategy plan using the SOSTAC method which produces 9 strategy formulations based on the results of SWOT analysis, 5 visions or targets of objectives, 15 tactics and 4 steps for action, namely social media marketing, website optimization, social media advertising and Google advertising with a cost plan of IDR 2,400,000 within 12 months of implementation.