Smart Digital Marketing of Indonesia Conventional and Sharia Banks in Social Media: 7P Marketing Mix Perceptions of Twitter User

The rapid growth of both the financial industry and digital technologies in Indonesia has been promoting market competition among commercial banks. In this paper, we aim to examine smart digital marketing in social media and obtain market insight by investigating online social media data, particularly the Twitter platform. The 7P marketing mix-Product, People, Process, Place, Physical Environment, Promotion, and Prices-is used to assess customer perception. The descriptive quantitative and exploratory statistics approach was used to compare the most prominent conventional and sharia banks in Indonesia: Bank Central Asia (BCA) and Bank Syariah Indonesia (BSI). First, an analysis of sentiment and opinion mining are conducted, and then further statistical evaluation is used to confirm the findings. Our results suggest an extremely imbalanced marketing element that focuses solely on the Process element, 65% and 51% in BCA and BSI respectively, and left other marketing elements insufficiently managed and optimized. Therefore, the banking industry should maximize the opportunity for effective marketing of comprehensive marketing elements to win the competition.