Effective Marketing Communication Activities of Courier and Logistics Services Pt Pos Indonesia Through Instagram @posaja.official
Abstract
Many companies are starting to innovate new technological transformation, which is digital marketing. One of the
digital marketing techniques that is commonly carried out by business actors is using Instagram as a social media.
PT Pos Indonesia, is one of the state-owned companies that uses Instagram to follow the flow of new media
developments with the @posaja.official account. The purpose of this study is to find out the marketing communication
strategy carried out by PT Pos Indonesia in marketing its courier and logistics services through Instagram
@posaja.official. This study uses a descriptive qualitative research method. The research data was taken through the
observation process, interviews with five informants, and literature studies. This research uses the theory of effective
marketing communication strategies. The results of the study show that the messaging strategy used by PT Pos
Indonesia to market its courier and logistics services has been effective but has not met consumer needs for detailed
information. PT Pos Indonesia uses both creative forms of emotional and rational messages in conveying its
information. In terms of media strategy, in this study, PT Pos Indonesia uses a direct communication channel, namely
Instagram, by utilizing some of its features, but there are still many features that can be improved. Consumer gaps
that are used are in the form of holiday celebrations, twin date events, and regional birthdays.
Keywords-marketing communications, marketing communication strategies, Instagram.
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