Svetlana Evania Raissa Primary Author mixed material bibliography Jakarta LSPR 2025 en English

Text

This capstone project develops a strategic digital marketing plan for PT Citius Solusi Indonesia, a B2B managed service provider operating in Indonesia’s banking, IT, and telecommunications sectors. Despite its unique multi-industry service model and partnerships with several prominent clients, Citius lacked brand awareness and had limited digital visibility due to an underdeveloped digital marketing function. Using the SOSTAC® framework, this project analyzes the company’s current digital presence, identifies strategic opportunities, and proposes content-driven inbound marketing tactics for Instagram and the corporate website. By mapping the buyer journey and developing tailored firm-generated content (FGC) aligned with the company’s long-term goal of building brand recognition, the project aims to attract, engage, and build long-term relationships with key stakeholders. A lead-nurturing content approach was employed to increase engagement and communicate Citius’ value proposition to target buyer personas. Results from the implementation indicate that B2B firms like Citius can enhance brand visibility and audience engagement, demonstrating how valuable content strengthens brand positioning and stakeholder trust. The project offers practical implications for similar service providers and highlights the strategic role of content in B2B digital marketing. Kata Kunci: Digital Marketing, B2B, Inbound Marketing, Content Marketing, Social media, Website, Brand Awareness Digital Business Management 2025 Elke Alexandrina, M.Sc. Capstone Project Svetlana Evania Raissa NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.DBM.027.25 S102598SP Hanya Tersedia Softcopy. S1.DBM.027.25 sampul_skripsi.jpeg.jpeg 9473 2025-12-17 09:36:18 2025-12-22 11:28:14 machine generated