Digital Communication Strategies to increase Corporate Brand Awareness with Clubhouse Apps

Abstract

The development of internet technology makes consumer
shopping journeys change. Moreover, with the existence of social
media makes the marketing model changed, which was only
showrooming 1.0 to be the 2nd consumer shopping trip, namely
showrooming 4.0 and webrooming. Clubhouse application that is a
trend among the community today can be used as a new marketing
communication tool by marketers and public relations in the hope
of creating customer advocacy.
This research, aims to more deeply study the marketing
communication models implemented by marketers using clubhouse
applications. This research uses qualitative research method with
case study research design because clubhouse application itself has
its own uniqueness which is to become the first live podcast
application in the world. Data collection techniques using semistructure interviews and passive participant observations as well as
library studies. Sampling techniques using snowball sampling
techniques as well as grand theory used are social construction
theory of reality. This research was conducted in the PR Case Study
community clubhouse application as well as the corporate business
development community in the clubhouse application.
The result of this study is a digital communication strategy used in
improving brand awareness is to utilize opinion leaders to open
discussion rooms with focus group discussion methods. Opinion
leaders also promoted this discussion room on other social media
platforms so that many participants joined. The discussion room is
built not one way, but it is two-way where not only the opinion
leader gives an opinion. In addition, digital communication tactics
conducted in improving brand awareness is to co-branding with
other larger companies and have the same business focus.
Keywords: Digital, Communication, Brand, Awareness, Clubhouse