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Hybrid Marketing Strategy As An Effective Tool To Penetrate The Untapped Market: Developing The Platform Of Rincon De Indonesia In Buenos Aires

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Technological advancements and changing patterns of public behavior, particularly following the COVID-19 pandemic, have transformed conventional marketing into digital marketing. Despite its various benefits, digital marketing does not always produce effective results, as each country has distinct market characteristics, cultural backgrounds, and perceptions of Indonesia. This paper identifies Argentina as an untapped market with considerable potential, particularly given the limited knowledge of Indonesian culture and identity among the Argentine public. It proposes a market-specific approach through hybrid marketing, an integrated strategy combining conventional and digital marketing methods to broaden Indonesia’s promotional reach. The strategy requires a clear action plan tailored to Argentina’s cultural and market characteristics. Its implementation is reflected in the development of Rincón de Indonesia by the Embassy of the Republic of Indonesia in Buenos Aires, an integrated platform designed to promote Indonesia through a combination of traditional and modern marketing approaches.

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Ketersediaan

2021-0380

Sesparlu 67-2021

Training Materials Repository

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

Sesparlu 67-2021

Penerbit

Jakarta : Kementerian Luar Negeri., 2021

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

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Klasifikasi

NONE

Tipe Isi

text

Tipe Media

computer

Tipe Pembawa

online resource

Edisi

-

Subjek

-

Info Detail Spesifik

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Pernyataan Tanggungjawab

UPT. Sekolah Staf Dinas dan Pimpinan Luar Negeri

Versi lain/terkait

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