Digital Marketing Strategy of Electronic Shop: A Case Study of @royalgadget_ Digital Strategies

Abstract

This study aims to examine the digital marketing communication strategy implemented by Royal Gadget through Instagram as part of its efforts to expand market share. A descriptive-qualitative approach was applied, with data collected through interviews, observations, and documentation. The data analysis process involved data reduction, data presentation, and drawing conclusion to gain an in-depth understanding of digital marketing communication practices. The findings reveal that Royal Gadget’s shift from traditional marketing to a digital-focused strategy has yielded measurable gains in market performance. The company leverages several digital platforms, including Instagram, TikTok, its official website, and online marketplaces (Shopee and Tokopedia), while tailoring content to suit each medium. Instagram emphasizes visuals and product storytelling, whereas TikTok provides educational and entertaining gadget-related content. This comprehensive digital approach has contributed to a 20% increase in market share, particularly within the mid-range smartphone and accessories categories. Royal Gadget also uses analytical tools such as Meta Business Suite, Google Analytics, and various advertising platforms to evaluate campaign performance and gain insights into consumer behavior. Their strategy includes influencer collaborations, interactive content, and responsiveness to viral trends to maintain engagement and relevance. Despite challenges such as unpredictable social media algorithms, intense price competition, and limited digital marketing expertise within the team, the company’s ability to build emotional connections, maintain responsive two-way communication, and adopt data-driven strategies has effectively strengthened its competitiveness and market position. The study concludes that digital marketing communication-especially through Instagram-plays a vital role in shaping brand image, attracting consumer interest, and expanding Royal Gadget’s market reach. The integrated and adaptive use of multiple digital platforms reinforces brand consistency and competitiveness, confirming that well-executed digital communication strategies serve as a powerful driver of sustainable business growth in the digital era.