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Business Growth Initiation Through Configuration of Relational Marketing Approaches and Digital Marketing Based Customer Acquisition Strategy
Muhammad Irfan

Universitas Indonesia


In Indonesia, products made from aluminum and glass, such as windows, doors, storefronts, etc, are currently growing to replace products made of wood because aluminum basically is more durable, stronger and also cheaper than wood. Seeing this opportunity, many entrepreneurs are just starting to make small businesses by creating products made of aluminum and glass, one of which is Serba Guna Alumindo. However, the number of SMEs engaged in this industry makes Serba Guna Alumindo have difficulty in competing with other SMEs to get more customers and managing their business, especially in marketing strategy. In this paper, we will discuss how SMEs Serba Guna Alumindo creates a good relationship and conduct direct selling activities effectively to acquire a new customer and develop the digital marketing channel through social media (Facebook, Instagram) and website so that they can grow optimally, with business coaching as the method. The framework used for this research is Customer Relationship Management, how to build a good relational marketing during direct selling activities by using Standard Operational Procedure (SOP) as the standard and customer acquisition strategy by using digital marketing to reach a new customer and create an online presence.

Keywords: Business Coaching; Marketing Strategy; Marketing Channel; Customer Acquisition; Customer Relationship Management; Digital Marketing.

Topic: Strategic Management, Entrepreneurship and Contemporary Issues


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Muhammad Irfan)

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