EXPLORING DIGITAL MARKETING EFFECTIVENESS IN ENHANCING ONLINE CUSTOMER ENGAGEMENT: A CASE STUDY OF LEAP TELKOM DIGITAL

Abstract

In a rapidly evolving digital landscape, customer engagement is no longer limited to transactional interactions but is at the center of relationship building in B2B marketing. However, many B2B companies still struggle to measure and optimize the effectiveness of their online engagement strategies including Telkom Digital's LEAP. Although LEAP Telkom Digital has an active presence on various digital platforms, there is limited understanding of how its online content shapes prospective clients' perceptions and decision-making processes. This research aims to explore the effectiveness of LEAP's digital marketing efforts in engaging B2B audiences and influencing their views of brands and services. Using a qualitative

case study approach, data was collected from 21 informants through semi- structured interviews including internal employees directly involved in marketing

strategies as well as clients who engage directly online with LEAP Telkom Digital and finally analyzed with NVivo 15. Thematic analysis identified four key engagement drivers: content relevance, platform-specific optimization, visual clarity, content quality and interactivity. This study contributes to B2B digital marketing strategies by highlighting the importance of customized, credible and interactive content in improving customer engagement in Indonesia.