Digital Marketing Strategy Analysis Through Free Ticket Program
DOI:
https://doi.org/10.556442/eabmij.v8i01.1212Keywords:
Digital Marketing, Strategy, Free TicketAbstract
A currently widely used strategy is digital marketing. This digital marketing strategy requires minimal costs but generates significant revenue. Digital marketing is generally similar to basic marketing. Digital marketing has many evolving characteristics, requiring all company members to be highly creative in implementing digital marketing strategies. The purpose of this study is to analyze the digital marketing strategy through free ticket program. This study uses qualitative research with a case study approach. The case study chosen to explain the digital marketing strategy through free ticket program is Pelita Air. The explanation of the case study's digital marketing strategy through free ticket program at Pelita Air is supported by secondary data such as internet sources, books, journals, and related sources. Research results show that digital marketing strategy through free ticket program is a promotional strategy that offers free access through an online platform to strengthen customer databases and increase brand engagement through data acquisition, the use of artificial intelligence, freemium and upselling strategies, and government incentives. Pelita Air implemented a digital marketing strategy through a free ticket program in its Pelita Air 56th Anniversary Challenge program as part of its strategy to strengthen customer engagement by distributing free flight tickets for the Jakarta-Singapore and Jakarta-Lombok routes.
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