Implementasi Strategi Pemasaran Digital Inovatif untuk Meningkatkan Brand Awareness Emerald Mart Batam

Abstract

Emerald Mart Batam, a supermarket in Batam City, faces challenges in increasing brand awareness among the public, as not many people know about its existence. Furthermore, intense competition from well-known minimarkets with numerous branches further impacts Emerald Mart Batam's competitiveness. One proposed strategy to increase brand awareness is the implementation of innovative digital marketing. The research approach used was a qualitative approach, with data obtained from interviews and observations. The results showed that after implementing innovative digital marketing, Emerald Mart Batam successfully increased brand awareness, with an increase in the number of followers on its Instagram account of 600 new followers in the first 3 months with an average engagement rate of 7-10% per post. In fact, the number of daily store visitors increased by 35% from 150 to 200-250 people, especially on weekends when joint promotions were posted on social media.