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This research discusses the implementation of a digital marketing strategy in the competition between the mainstream online media industry and social media in Indonesia. The argument is that in the context of accessibility, the current generation seems to be more attracted by searching information in social media or aggregators rather than accessing the website of a particular online media. Consequently, these so-called contemporary channels have absorbed a big part of the media advertisement. This research argues that the mainstream media have been doing anticipation of maintaining the existence of their audiences. It was done by implementing a digital marketing strategy. The study discusses this phenomenon by employing the descriptive-qualitative methodology to look at the strategy of Tempo.co, one of the Indonesian popular mainstream mediums. The discussion was based on the assumption that the media must have a particular marketing strategy to attract many viewers. The study showed that Tempo.co has managed to collaborate with social media providers to attract the social media users. Arguably, Tempo.co has used its competitor to support its existence as well as build its corporate image. This media behavior is a significant implication on the development of online media studies in Indonesia.

Digital Marketing Strategy as an Endeavour of Public Relations in the Online Media Business - A Study on Indonesian Online Media Tempo.co