Implementation of Digital Inbound Marketing as an Integrated Marketing Communication Strategy in Maintaining Customer Loyalty During the Covid-19 Pandemic at Rumah Sehat Walet Puti Medan

Maulia Rahmah Triani, Onan Marakali Siregar

2022

Abstract

The main goal in doing business is to create and maintain the loyalty of its customers. This case shows the traditional medical service business actors, namely Rumah Sehat Walet Puti Medan. Tighter competition, changes in technological developments, and the entry of the Covid-19 pandemic have required Rumah Sehat Walet Puti Medan to update the marketing strategy used. The purpose of the research is to describe the application of digital inbound as a marketing communication strategy in maintaining customer loyalty during the Covid-19 Pandemic at Rumah Sehat Walet Puti Medan. This research will also see whether the strategy adopted by Rumah Sehat Walet Puti in Medan is the right one. The form of research is descriptive research with a qualitative approach. Research data were obtained from interviews and documentation. The theory used to support the digital inbound marketing method is an integrated communication marketing strategy using the mixing elements of marketing. The result shows the application of digital inbound marketing methods as an integrated marketing communication strategy in maintaining customer loyalty during the Covid-19 pandemic. Rumah Sehat Walet Puti attracts elements (attracting attention) by giving discounts to customers who review on Instagram. No fees are charged for the customer consults. At the stage of the engaging element, hold a live chat via Instagram and communicate intensively through Whatsapp, Facebook Messenger, and Instagram direct messages. The last stage is the element of delight (Giving Experience) by providing customer testimonials on the treatment of Rumah Sehat Walet Puti Medan through Instagram, Facebook, and Blogs.

Paper Citation

in Harvard Style

Triani M. and Siregar O. (2022). Implementation of Digital Inbound Marketing as an Integrated Marketing Communication Strategy in Maintaining Customer Loyalty During the Covid-19 Pandemic at Rumah Sehat Walet Puti Medan. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 134-137. DOI: 10.5220/0011558500003460

in Bibtex Style

@conference{icosop22,
author={Maulia Rahmah Triani and Onan Marakali Siregar},
title={Implementation of Digital Inbound Marketing as an Integrated Marketing Communication Strategy in Maintaining Customer Loyalty During the Covid-19 Pandemic at Rumah Sehat Walet Puti Medan},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={134-137},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011558500003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - Implementation of Digital Inbound Marketing as an Integrated Marketing Communication Strategy in Maintaining Customer Loyalty During the Covid-19 Pandemic at Rumah Sehat Walet Puti Medan
SN - 978-989-758-618-7
AU - Triani M.
AU - Siregar O.
PY - 2022
SP - 134
EP - 137
DO - 10.5220/0011558500003460
PB - SciTePress