Advisers

Vinalyn L. Sarzata, MBA

Discipline

Marketing

Abstract

In the modern digital landscape, small-scale enterprises like RTP Decals Printing Services face significant challenges in building brand recognition despite the availability of social media. The problem lies in low customer engagement and brand recall within a competitive vehicle customization market. This study addresses these issues by evaluating the effectiveness of digital marketing strategies—specifically content marketing, engagement, and personalization—as solutions to enhance visibility and business growth through the AIDA (Attention, Interest, Desire, and Action) framework. The researchers employed a descriptive-correlational quantitative research design. The respondents consisted of fifty (50) new and repeat customers selected through purposive sampling. Data were collected using a validated physical survey questionnaire. The statistical treatment included weighted mean to assess perceptions of digital marketing and brand awareness, while Pearson’s r was utilized to determine the significant relationship between the variables. The findings revealed a primary market of males (72%) aged 26 and above, belonging to the middle-to-upper income bracket. Respondents "Strongly Agreed" that RTP Decals is active online, with content marketing (3.83 mean) and personalization (3.73 mean) receiving high ratings. Digital marketing had a "Very High" effect on brand awareness, particularly in capturing attention (3.77 mean). Statistical analysis confirmed a significant relationship, proving that strategic online content directly correlates with higher customer recognition and interest. The study concludes that digital marketing is a vital driver of brand awareness for RTP Decals. While the business successfully captures attention, there is a need to move beyond passive viewing toward active engagement. It is recommended that the business implement an "Enhanced Digital Marketing Strategy" focusing on high-quality video content and direct calls-to-action to convert interest into sales. The proposed output is a strategic social media plan designed to target female vehicle owners and emphasize the long-term value of premium printing services to ensure sustainable market expansion.

Keywords

digital marketing, personalization, engagement, aida model, brand awareness, content marketing