Digital Marketing: A Case Study of Social Media Marketing of Indonesia Real Estate Companies
DOI:
https://doi.org/10.21512/becossjournal.v6i2.11794Keywords:
Digital Marketing, Social media, Real EstateAbstract
Real Estate industry, like other industries, is also heavily influenced by digital marketing especially the social media. Websites, Facebook, Instagram and YouTube become necessity in modern marketing of real estate. Indonesia’s real estate industry is a dynamic industry considering the country’s economy growth, population size and growth. Although several research has been conducted in this area, the topic focusing on Indonesia’s real estate Social Media Management System (SMMS) is still very limited. The qualitative comparative study is intended to explore and compare social media marketing strategy among top developers in Indonesia, and how they utilize the platforms to distribute marketing content and company’s other information. The data are collected from observation of the companies’ official websites and 138 accounts in YouTube, Facebook and Instagram. The study shows that each company has different strategy, depends on project locations, product / project size, project / product lifetime, target audience (prospects, affiliates, public in general, community etc), project’s ownership structure (fully owned, joint venture, franchise), sales / recurring / operational, management of social media team. Among the surveyed platforms, Instagram has been the most popular to distribute sales information for either recurring products, sales products group of products and even corporate or general public information.
Plum Analytics
References
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Batt, S., Grealis, T., Harmon, O., & Tomolonis, P. (2020). Learning Tableau: A data visualization tool. Journal of Economic Education, 51(3–4), 317–328. https://doi.org/10.1080/00220485.2020.1804503
Colicev, A., Malshe, A., Pauwels, K., & O’Connor, P. (2018). Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media. Journal of Marketing, 82(1), 37–56. https://doi.org/10.1509/jm.16.0055
Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/10.1016/j.sbspro.2014.07.016
Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102501
Federation of American Scientists, & The Interagency OPSEC Support Staff. (1996, April). INTELLIGENCE THREAT HANDBOOK. https://irp.fas.org/nsa/ioss/threat96/part06.htm
Guenzi, P., & Habel, J. (2020). Mastering the Digital Transformation of Sales. California Management Review, 62(4), 57–85. https://doi.org/10.1177/0008125620931857
Hariyanto, P. (2024, January 23). Tahun Ini LPKR Optimistis Kinerja Sektor Perhotelan Kian Positif. Sindonews. https://ekbis.sindonews.com/read/1305103/34/tahun-ini-lpkr-optimistis-kinerja-sektor-perhotelan-kian-positif-1705989669
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133–151. https://doi.org/10.1108/JRIM-06-2018-0082
Hruska, J., & Maresova, P. (2020). Use of social media platforms among adults in the United States—Behavior on social media. Societies, 10(1). https://doi.org/10.3390/soc10010027
Ianenko, M., Ianenko, M., Kirillova, T., Amakhina, S., & Nikitina, N. (2020). Digital transformation strategies of trade enterprises: Key areas, development and implementation algorithms. IOP Conference Series: Materials Science and Engineering, 940(1). https://doi.org/10.1088/1757-899X/940/1/012051
Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kaur, P., Gupta, S., Dhingra, S., Sharma, S., & Arora, A. (2020). Towards content-dependent social media platform preference analysis. International Journal of Ambient Computing and Intelligence, 11(2), 30–47. https://doi.org/10.4018/IJACI.2020040102
Kingsnorth, S. (2022). Digital Marketing Strategy (3rd ed.). Kogan Page Publishers.
Kushwaha, B. P., Singh, R. K., Varghese, N., & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating. Journal of Content, Community and Communication, 10(6), 52–64. https://doi.org/10.31620/JCCC.06.20/05
Löhe, J., & Legner, C. (2014). Overcoming implementation challenges in enterprise architecture management: A design theory for architecture-driven IT Management (ADRIMA). Information Systems and E-Business Management, 12(1), 101–137. https://doi.org/10.1007/s10257-012-0211-y
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797
Mcsweeney, A. (2019). Digital Transformation and Enterprise Architecture. https://doi.org/10.13140/RG.2.2.17647.07842
Mou, J. B. (2020). Study on Social Media Marketing Campaign Strategy-TikTok and Instagram [Thesis, MIT]. https://dspace.mit.edu/handle/1721.1/127010
Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying digital transformation paths in the business model of smes during the covid-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1–22. https://doi.org/10.3390/joitmc6040104
PT Bumi Serpong Damai Tbk. (2024). PT Bumi Serpong Damai Tbk Annual Report 2023. https://www.bsdcity.com/investor/
PT Ciputra Development Tbk. (2024). PT Ciputra Development Tbk Annual Report 2023. https://ciputradevelopment.com/wp-content/uploads/2024/05/CTRA_Annual-Report-CTRA-2023.pdf
PT Lippo Karawaci Tbk. (2024). PT Lippo Karawaci Tbk Annual Report 2023. https://www.lippokarawaci.co.id/uploads/file/PG_LPKR_2023AR_Book_002%20_300424.pdf
Qolbi, N. (2023, May 4). Pendapatan Sewa Bumi Serpong Damai (BSDE) Mulai Bertumbuh. Business Insight. https://insight.kontan.co.id/news/pendapatan-sewa-bumi-serpong-damai-bsde-mulai-bertumbuh/
Satrio, D., & Muhardono, A. (2022). Digital Marketing as a Strategy to Defend MSMEs in the Covid-19 Pandemic. FIRM Journal of Management Studies, 7(1), 73. https://doi.org/10.33021/firm.v7i1.1545
Shaw, J. (2020). Platform Real Estate: Theory and Practice of New Urban Real Estate Markets. Urban Geography, 41(8), 1037–1064. https://doi.org/10.1080/02723638.2018.1524653
Starr, C. W., Saginor, J., & Worzala, E. (2021). The rise of PropTech: emerging industrial technologies and their impact on real estate. Journal of Property Investment and Finance, 39(2), 157–169. https://doi.org/10.1108/JPIF-08-2020-0090
Tamm, T., B. Seddon, P., & Shanks, Graeme. (2022). How Enterprise Architecture Leads to Organizational Benefits. International Journal of Information Management, 67.
Vasundhara, S. (2021). Data visualization view with tableau. https://www.tableau.com/products/desktop/download
Wahab, D. A., & Putra, T. F. (2019). Influence of Information Technology on Company Development. IOP Conference Series: Materials Science and Engineering, 662(2). https://doi.org/10.1088/1757-899X/662/2/022073
Warner, K. S. R., & Wäger, M. (2019). Building dynamic capabilities for digital transformation: An ongoing process of strategic renewal. Long Range Planning, 52(3), 326–349. https://doi.org/10.1016/j.lrp.2018.12.001
Weill, P., & W. Ross, J. (2009). IT Savvy. Harvard Business Press.
Winter, R., Legner, C., & Fischbach, K. (2014). Introduction to the special issue on enterprise architecture management. In Information Systems and e-Business Management (Vol. 12, Issue 1, pp. 1–4). https://doi.org/10.1007/s10257-013-0221-4
Yosep, M. A., Mohamed, M., Yusliza, Y., Saputra, J., Muhammad, Z., & Talib Bon, A. (2021, March 7). Does Digital Marketing Platforms affect Business Performance? A Mini-Review Approach. 11th Annual International Conference on Industrial Engineering and Operations Management.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Business Economic, Communication, and Social Sciences Journal (BECOSS)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
1.png)
