Digital Marketing Strategy in Promoting the City's Brand

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Abstract
This project intends to build a digital marketing plan to promote a city brand
containing a marketing manual or guide and an elaboration of the digital system for
mobile and online apps. This research is based on city branding in the city of
Samarinda, East Kalimantan Province, which aims in addition to increase the selling
value of tourism and business but also to be an attraction in seizing potential resources
so that, in turn, it is expected to be able to drive the development of the city itself. The
technique is qualitative; organized and semi-structured interviews and direct
observation of visitors. Consequently, digital marketing guidelines and digital apps
are produced, which represent simply one click to access the world without limits and
boost cities' competitiveness.

Keywords: Digital Marketing, Strategy, Tourism, Competitiveness, City Brand.

A. INTRODUCTION
A city's digital marketing strategy is established via the promotion of City
Brand, which includes the construction of a marketing manual or guide as well as a
digital system for mobile applications and web portals (Kumar, 2016). Information
and communication technology (ICT) has become more ubiquitous in the tourist
sector, serving as a critical tool and ally in attracting visitors for a variety of purposes
marketed through mobile applications and online portals or websites (Puspawati &
Ristanto, 2018).
Tourism organizations and companies are increasingly relying on the Internet
to market their products and services. Price comparison and timely information about
different tourist services have been revolutionized by new technology, forcing
communities to position themselves as commodities (Mingkid, 2015). City marketing
is an active policy consisting of a series of activities aimed, on the one hand, to identify
and define the needs of different, real, and potential audiences; and, on the other hand,
to develop a range of products and services in cities to meet these needs, thereby
creating and promoting their demand (Kolb, 2006).
The Internet is becoming an increasingly important marketing tool for tourism
businesses and organizations. New technology has revolutionized price comparison
and timely information about diverse tourism services, causing towns to become
commodities (Bramwell, 1998). Michael Porter, an American economist, professor at
Harvard Business School, and the world's foremost expert on competitiveness said
that cities need competitive ideas and programs to achieve equality among their
residents (Porter, 2015). The most developed nations should compete based on
intangibles such as brand, quality, design, technology, and after-sales service
(Zaichkowsky et al., 2010).
Recognizing that innovative capacity has become a defining feature of
competitiveness for many businesses today, this phrase has taken on new meaning
(Porter, 2015). If competitiveness is defined as an entity's capacity, public or private,
taken as a starting point, profitable or not, to achieve and maintain a comparative
advantage that makes it easier to achieve, maintain, and enhance a clear position in
the socioeconomic context, it is critical to comprehend the relationship between
government, innovation, and technology (Porter, 2011). In a scenario reflecting an
urban environment with a continual demand for efficiency, sustainable development,
quality of life, and effective resource management, city management prototypes must
undergo a revolution. The use of ICT is critical in this respect (Singh et al., 2020).
As a result, the tourism industry is no stranger to ICT; when the World Wide
Web first arrived, Internet use was limited to reading news, sending emails, and
making one-time purchases of products and services (Isdarmanto, 2020). As a
consequence of the broad use of networking, new technologies for simple content
development and delivery emerged. Database-based utilities and services that may be
customized in terms of content and appearance (Sukirno & Irfan, 2019). As the Internet
advances, travelers take on the role of content producers, posting photographs,
videos, and travel comments on Facebook, Instagram, Twitter, and YouTube—even
promoting the sites or destinations they visit and the services they use (Oktaviani &
Fatchiya, 2019).
The Internet is a fantastic tool for removing distance since it enables sharing of
network information by anybody, anywhere in the world, using current computing
technologies such as web pages, mobile apps, social networking forums, emails, and
so on. It may be argued that the Internet is more than just a technology; it is a critical
mode of communication for all forms of tourism: pleasure, business, study, science,
work, culture, religion, gastronomy, health, and so on (Arifin (2017).

B. METHOD
The study that was conducted was of the descriptive kind, and it used a
qualitative approach. This type of research describes an existing phenomenon by
describing the problems studied in depth with data obtained through interviews and
conveying the data in a narrative or with various texts. The research describes an
existing phenomenon by describing the problems studied in depth with data obtained
through interviews (Sugiyono, 2011). This study tries to acquire true and real facts
regarding the settings and situations present in the research topic, which is why the
researcher utilizes this sort of descriptive research in conjunction with a qualitative
method. The literature that is relevant to the topic that is being researched is searched
to acquire the necessary data.

C. RESULT AND DISCUSSION

Brand Concept of a country
Knowing what happens when the brand idea is put into practice in different
countries, cities, and regions throughout the globe is critical. This is because it will
make it simpler to embark on the subsequent conceptual journey regarding issues
associated with the topic. Builders are companies, leading brands, and benchmarks in
society; they are used to represent elements that differentiate one country from
another. Country brands reflect a holistic vision of a region's image that is
strengthened and enriched by investments in communications from the home country
to the rest of the world (Utami & Gaffar, 2016).
The concept of a country's unique identity in the context of the global
marketplace gave rise to the phrase "country brand" (also spelled country brand). This
need was felt by both the private sector and the public sector. Utilizing the nation of
origin of goods, firms, and people is part of the objective of a country's positioning
strategy, which is part of the purpose of utilizing these factors in the global market
(Florek, 2005). The following is what he has to say about the topic: "while the image
of a country is the perception of the country by direct, indirect, real, and potential
consumers; and it is equivalent to the sum of all the elements that make up the state,
plus the elements generated to communicate its characteristics; This perception
contains a distinguishing connotation." Even if some nations have similarities, they
are all distinct in their ways.
By combining a country's commodities, organizations, and the image that the
nation conveys, Country Brands may effectively make territorial marketing visible. It
represents the core of a firm or product's existence, which is its identity. Every aim
and target from beginning to finish is framed, attempting to establish a style that
enables it to place itself in the market and secure its reputation and recognition by
virtue of its distinguishing qualities (Fetcherin, 2010).
Nations, towns, and regions must have an effective way to market themselves
in today's increasingly interconnected and competitive global marketplace, where
websites strive to attract visitors, investors, and business travelers. Customers
purchase their goods and services (Ritchie & Crouch, 2003). Because competition
exists in practically every sector of the global economy, almost every country is
searching for new methods to promote its own culture, attractions, and products.
There is usually a correlation between a country or region's culture and its
particular set of skills. France is known for its cheese, Switzerland for its watches, Italy
for its pasta, Australia for its wine, and Indonesia for its natural beauty are just a few
examples. However, in recent years, studies have shown that consumers in various
countries respond in a variety of different ways to the characteristics of the country of
origin, and these responses may change over time. These findings have been observed
in several different countries.

City Brand creation and development

In the first place, people's ideas give cities their structure, substance, and
meaning; in the second place, individuals know and grasp the city via their own
senses and interpret it by the images it offers. For a long period of time, items, services,
and businesses have been successfully managed as a brand using this same method
of image development (Moilanen, 2009).
Marketing presents the notion of urban markets, which leads to new ways of
thinking and consideration of the city, its investors, and its tourists. The notion
requires a fresh mindset and management philosophy. The city is changing as a result
of its participation in the exchange process, which produces transactions between its
services and attractions and a variety of its target audiences, including inhabitants,
investors, companies, and tourists. Consequently, a tight network of customer-
satisfaction interactions is formed, in which citizens as consumers are of paramount
significance (Braun, 2008).
As with any commodity or consumer item, a city's qualities serve to distinguish
and compete with others. The brand's image, as well as its registered trademark, is
one of the most significant characteristics. These intangible assets cannot be handled
arbitrarily; they must comply with a comprehensive strategic marketing plan, at
which point the communication strategy becomes crucial. "A strategic marketing
strategy must address the definition of a powerful, unique, identifiable, coherent, and,
most importantly, the image that generates positive attitudes among the various
target audiences" (Saez, 2010).
City Brand was created primarily to advertise the city as a tourist attraction, a
business hub, and a desirable location to live. However, developing a city brand
involves more than simply redefining its visual identity (Dinnie, 2010). Increasingly,
city brands are seen as valuable assets for urban development; they also serve as an
effective means for cities to identify themselves and enhance their standing. Cities in
different regions utilize various methods to advertise themselves to relevant
audiences, such as investors, tourists, and residents. They also incorporate
outstanding accomplishments and compelling slogans on welcome websites and
national and international media advertising campaigns.

Digital Marketing Strategy in promoting City Brand

As firms compete in the marketplace to provide value to clients, marketing has
been incorporated into the company's strategy to become an integral part of their
DNA. The marketing role has been expanded to include all organizations and
businesses, regardless of size. Almost everyone engages in marketing, whether
unaware of it or mindlessly or mechanically (Panuju, 2019).
Market rules are rapidly changing for firms, and "technology is changing
everything." It should be noted that this is about more than simply technology; it is
also about how the use of new technologies changes customer attitudes and actions.
Similarly, the digital world pervades society, spawning new lifestyles and spending
habits. The real and the virtual, analog and digital, coexist and mingle in modern
society to create a new reality: "the virtual is real, and the reality is virtual as well."
This is causing a dramatic shift in the digital world, notably the capacity to connect at
any time and from any location. "Digital marketing" is constantly emerging and
changing in this new context.
Organic positioning, Search Engine Optimization (SEO), keywords, inbound,
social networking, outbound, SEM or search engine marketing, AdWords, Display
Ads, Facebook Ads, and more have all been introduced into the digital marketing
language, reflecting the fact that marketing is no longer what it once was: The list is
vast, and these are only a few new terms, but the inventory continues to grow,
prompting concern and unease in light of recent events.
Why should digital strategies be used for marketing management? Today,
organizations have great opportunities in digital media, from ICT-based companies
to traditional businesses. In this case, everyone can take advantage of digital
opportunities. It is noteworthy that the digital strategy provides direction and
measurable steps on how to use the means and techniques to achieve the vision and
goals of each company. Likewise, there are many reasons to use this type of strategy:
 The use of digital strategies makes it possible to turn data into market
intelligence, both from clients and from competitors, and it is clear that such
information is necessary to compete in the market (Ideas and Consultancy
Projects, 2012).
 Digital strategies allow companies to improve customer relationships and see
how they interact with brands.
 Customers are becoming more and more knowledgeable about digital media,
and the ICT market is developing at an ever-increasing pace nowadays.
 Additionally, you must have a strategy for promoting and selling your digital
items.
The following is a digital marketing strategy in managing a city's brand that
can be carried out by stakeholders in the city:
 Establish your online presence. A user's digital identity is the impression left
on the Internet by their interactions with other users or the development of new
material. Internet groups and services form an individual's digital identity,
which cannot be predetermined. Brands are recommended to build their digital
identity by participating in various social networks and ensuring that they are
in sync with their goods and services.
 Focus on legal work. Marketing's most potent premise is to keep a brand's
name in the minds of potential customers. Successful brands are those that have
the ability to conjure up a term in the thoughts of their target audience
members.
 Ensure that your website appears in search results. In order to be noticed by
their intended audience and to do so fast, brands must devise search engine
optimization methods.
 SEO implementation. In order to guarantee that your brand's website ranks
well in search engine results with phrases that define your product or service,
this is an essential step.
  Inbound Marketing. All of them are marketing methods in which "you don't
have to spend." According to Internet Repblica's site, inbound marketing is
built on three fundamental pillars: SEO, content marketing, and social media
marketing. Whether on Twitter, Facebook (with the development of a company
profile), or YouTube.
 Outbound Marketing. It's a marketing approach in which you pay in exchange
for a return on investment (conversion)." It seeks consumers by real activities
and focuses on identifying and "attracting new leads by distributing a big
number of messages through multiple ways to have a different effect on more
individuals.".
An Internet community manager or a digital strategist is the best person to lead
these proposals, which include a variety of instructional programs, product launches
and positioning as well as brand upkeep across new media and digital platforms. -
websites and mobile apps-. Anyone may be in cyberspace thanks to the
implementation of a smart and successful communication plan through online
channels on a worldwide platform that is synced with entities.

D. CONCLUSION
The study focuses on the city of Samarinda, but it can be expanded and will
serve as a guide for future studies, as well as providing travelers with a tourism
marketing office where they can get all the information they want. About what to see,
where to stay, what to eat, what to purchase, recreational activities, events, services,
maps with geographically located points of interest, where to take users, and the
history of the city. The objective of Kota Samarinda brand management, which began
some years ago with City Branding, is to increase the city's competitiveness. Therefore,
they constructed the city as it exists now. Local Branding takes years to create correctly
and involves the participation of all city stakeholders (rulers, institutions, ordinary
people, etc.). Emerging competition among tourist destinations has revealed the need
to emphasize digital marketing strategies to create an intangible added value for
potential customers, with the goal of promoting a positive image of the area being
promoted. Having a tourist office accessible on your smartphone or tablet has social
advantages. Similarly, it boosts the efficiency with which travelers seek for the
information they need to make pertinent judgments. With no need for paper, the
environment is conserved, and the expense of advertising the city is decreased by
eliminating posters and other promotional materials.

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