Digital Marketing as a Repositioning Strategy for Radio Broadcasting Agent in Bandung - A Descriptive Study of OZ Radio’s Repositioning Through Instagram


OZ Radio Bandung chooses Instagram as a one of their platform for its marketing that helps them promote their repositioning strategy, whichthey initiated on September 2015. OZ Radio Bandung promotes itself as a radio for young people only. By the end of 2015, OZ Radio Bandung set up a plan to reposition its audience segmentation from young people to young-adult. This paper describes OZ Radio Bandung’s usage of Instagram as a platform to reposition itself to its young-adult audience.

[1] L. Harris Thomas, The Marketers Guide to Public Relations: How Todays Top Companies are Using the New PR to Gain a Competitive Edge. United States of America, John Wiley & Sons Inc, United States of America, 1991.

[2] Regina. Luttrell, Social Media: How to Engage, Share and Connect, United States of America: Rowman & Littlefield Publishing Group Inc, Share and Connect, 2015.

[3] Ryan Damian and Calvin Jones, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page Limited, Great Britain and United States, 2009.

[4] Rakhmat Jalaluddin, Metode Penelitian Komunikasi: Dilengkapi Dengan Contoh Analistik Statistik, Rosdakarya, Bandung, 2007.