The Role of Platform Consistency and Consumer Behavior in Driving Campaign Effectiveness: A Strategic Control Perspective on Telkomsel

Abstract

This study examines the impact of Gen Z consumer behavior on the effectiveness of Telkomsel’s digital marketing platforms and the role of platform consistency in enhancing campaign performance. Gen Z’s fast-paced, mobile-first habits—characterized by short attention spans, rapid platform switching, and preference for visual, authentic content—necessitate real-time, concise messaging. Through qualitative semi-structured interviews with Telkomsel marketing professionals, the research finds that platforms such as TikTok, Instagram Reels, and short-form video channels are most effective for engaging this audience. While Telkomsel maintains a unified brand story strategically, operational consistency varies across divisions and regions due to differences in team structure, platform requirements, and regional localization. Platform consistency is shown to significantly improve engagement, brand recall, and conversion, as evidenced by the 2024 Ramadan TikTok campaign. The findings underscore that aligning content, targeting, and engagement channels with evolving consumer behavior is critical for digital marketing success, positioning platform consistency as a strategic advantage in the competitive telecom sector.