Leveraging Campaigns through Digital Marketing Using PESO Model: A Study on Indonesian Digital Banks

Abstract

This study explores how Indonesian digital banks leverage digital marketing campaigns using the PESO model—including Paid, Earned, Shared, and Owned media—to compete in a rapidly evolving financial landscape. Digital banks, born from industry shifts toward full digitalization and supported by regulatory frameworks, require effective marketing strategies to attract and retain customers. By analyzing prominent Indonesian digital banks, this research examines their digital marketing channels, including social media platforms, official websites, and digital promotions, to understand how these institutions engage customers and build competitive advantage. The banks were chosen randomly in May 2025 including all available contents on social media Unlike previous studies that only focused on single-channel marketing strategies, this study adopts a mixed-method approach combining content analysis and comparative case studies to provide a more comprehensive understanding. The study emphasizes the integration of digital marketing tactics such as content marketing, social media engagement, and targeted advertising within the PESO framework. Findings reveal that a balanced use of paid advertisements, earned media through customer and influencer interactions, shared content on social platforms, and controlled messaging via owned media is essential for digital banks to enhance brand visibility and customer trust. The study contributes insights into strategic digital marketing utilization in Indonesia’s banking sector, offering practical implications for banks aiming to optimize their digital presence and campaign effectiveness in a highly competitive environment.