Factors Affecting Digital Visibility of Small and Medium Enterprises in India

2021 ◽  
pp. 097226292110605
Author(s):  
Mudita Sinha ◽  
Leena Fukey
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Empirical Method ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Digital Platforms ◽  
Factors Affecting ◽  
Medium Enterprises

This study sketches the importance of social media, integrated marketing communication, social customer relationship management and its transformation in the small and medium enterprises (SME). These factors can increase interaction and communication of SMEs with its customers. This study incorporates empirical method to elaborate how SMEs can increase visibility and reachability by gaining value through the usage of social media. Findings of the study highlight the challenges faced by SMEs with respect to visibility, examines the usage of different digital platforms by Indian SMEs which can resolve these difficulties and its impact on the business for improved visibility of SMEs when competition is hitting hard on all businesses.

scholarly journals INTEGRATED MARKETING COMMUNICATION STRATEGY FOR SME (SMALL AND MEDIUM ENTERPRISES) OF TRADITIONAL HERBAL AND BEVERAGES

2021 ◽  
Vol 3 (2) ◽  
pp. 49
Author(s):  
Rani Sukma Ayu Suteja ◽  
Liestianingsih Dwi Dayanti ◽  
Angga Prawadika Aji ◽  
Santi Isnaini ◽  
Yayan Sakti Suryandaru ◽  
...  
Keyword(s):  
Community Service ◽  
Small And Medium Enterprises ◽  
Early Observation ◽  
Community Empowerment ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Service Program ◽  
Medium Enterprises

Background: This program begins with observation on SME of traditional herbal and beverages in Kampung Genteng Candirejo Surabaya. Early observation shows difficulties faced by SME to market their products. Objective: This program is expected to provide information and education about marketing communication strategies for SME of traditional herbal and beverages in Kampung Herbal Candirejo Surabaya. Method: Early observation is to find problems, conducting seminar and workshop, and also evaluating community empowerment. Results: Audiences understand about the impotances of marketing communication and innovation. They also improve their skills in using integrated marketing communication to sell their products to customers. Conclusion: This community service program has achieved its goals.

Peran Komunikasi Pemasaran Terpadu dalam Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah (UMKM)

2020 ◽  
Vol 4 (4) ◽  
pp. 449
Author(s):  
Suci Awalia Rahmadani ◽  
Dwi Retno Hapsari
Keyword(s):  
Significant Relationship ◽  
Qualitative Data ◽  
Positive Impact ◽  
Small And Medium Enterprises ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Medium Enterprises

Pertumbuhan dan perkembangan Usaha Mikro Kecil dan Menengah (UMKM) memberikan dampak positif bagi perekonomian Indonesia. Usaha Mikro Kecil dan Menengah digunakan untuk mengurangi pengangguran dan menyerap tenaga kerja. Pemasaran menjadi salah satu masalah utama yang dihadapi oleh UMKM. Komunikasi pemasaran terpadu dapat digunakan untuk memperkenalkan produk kepada pelanggan dengan menggunakan komponen-komponen yang ada. Penelitian ini bertujuan untuk menganalisis peran komunikasi pemasaran terpadu pada peningkatan pendapatan UMKM. Penelitian ini menggunakan pendekatan kuantitatif yang didukung oleh data kualitatif dengan responden sebanyak 33 orang. Hasil penelitian yang diperoleh menunjukkan bahwa tidak ada hubungan signifikan antara karakteristik UMKM dengan komunikasi pemasaran terpadu, tidak terdapat hubungan signifikan antara karakteristik pelaku UMKM dengan komunikasi pemasaran terpadu, terdapat hubungan yang signifikan antara komponen komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM, dan terdapat hubungan yang signifikan antara komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM.Kata kunci: komunikasi pemasaran terpadu, peningkatan pendapatan, usaha mikro kecil dan menengah==========ABSTRACTThe growth and development of Micro, Small and Medium Enterprises (MSMEs) has a positive impact on the Indonesian economy. MSMEs are used to reduce unemployment and absorb labor. Marketing is one of the main problems faced by MSMEs. Integrated marketing communication can be used to introduce products to customers by using existing components. This study aims to analyze the role of integrated marketing communication in increasing MSME income. This study uses a quantitative approach that is supported by qualitative data with 33 respondents. The results obtained showed that there was no significant relationship between the characteristics of MSMEs with integrated marketing communication, there was no significant relationship between the characteristics of MSMEs actors with integrated marketing communications, there was a significant relationship between the components of integrated marketing communication with an increase in MSME income, and there was a significant relationship between integrated marketing communication with an increase in MSME income. Keywords: income rise, intergrated marketing communication, Micro, Small and Medium Enterprises

scholarly journals Peran Komunikasi Pemasaran Terpadu dalam Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah (UMKM)

2020 ◽  
Vol 4 (4) ◽  
pp. 453
Author(s):  
Suci Awalia Rahmadani ◽  
Dwi Retno Hapsari
Keyword(s):  
Significant Relationship ◽  
Qualitative Data ◽  
Positive Impact ◽  
Small And Medium Enterprises ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Medium Enterprises

Pertumbuhan dan perkembangan Usaha Mikro Kecil dan Menengah (UMKM) memberikan dampak positif bagi perekonomian Indonesia. Usaha Mikro Kecil dan Menengah digunakan untuk mengurangi pengangguran dan menyerap tenaga kerja. Pemasaran menjadi salah satu masalah utama yang dihadapi oleh UMKM. Komunikasi pemasaran terpadu dapat digunakan untuk memperkenalkan produk kepada pelanggan dengan menggunakan komponen-komponen yang ada. Penelitian ini bertujuan untuk menganalisis peran komunikasi pemasaran terpadu pada peningkatan pendapatan UMKM. Penelitian ini menggunakan pendekatan kuantitatif yang didukung oleh data kualitatif dengan responden sebanyak 33 orang. Hasil penelitian yang diperoleh menunjukkan bahwa tidak ada hubungan signifikan antara karakteristik UMKM dengan komunikasi pemasaran terpadu, tidak terdapat hubungan signifikan antara karakteristik pelaku UMKM dengan komunikasi pemasaran terpadu, terdapat hubungan yang signifikan antara komponen komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM, dan terdapat hubungan yang signifikan antara komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM.Kata kunci: komunikasi pemasaran terpadu, peningkatan pendapatan, usaha mikro kecil dan menengah==========ABSTRACTThe growth and development of Micro, Small and Medium Enterprises (MSMEs) has a positive impact on the Indonesian economy. MSMEs are used to reduce unemployment and absorb labor. Marketing is one of the main problems faced by MSMEs. Integrated marketing communication can be used to introduce products to customers by using existing components. This study aims to analyze the role of integrated marketing communication in increasing MSME income. This study uses a quantitative approach that is supported by qualitative data with 33 respondents. The results obtained showed that there was no significant relationship between the characteristics of MSMEs with integrated marketing communication, there was no significant relationship between the characteristics of MSMEs actors with integrated marketing communications, there was a significant relationship between the components of integrated marketing communication with an increase in MSME income, and there was a significant relationship between integrated marketing communication with an increase in MSME income. Keywords: income rise, intergrated marketing communication, Micro, Small and Medium Enterprises

scholarly journals Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

2020 ◽  
Vol 14 (16) ◽  
pp. 150
Author(s):  
Torboon Puangmaha ◽  
Tatri Taiphapoon ◽  
Pakpachong Vadhanasindhu ◽  
Sukree Sinthupinyo
Keyword(s):  
Social Media ◽  
Design Thinking ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Design And Technology ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Application Development ◽  
Medium Enterprises ◽  
Industry Professionals

<p class="0abstract">Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.</p>

The Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication

2015 ◽  
pp. 148-159
Author(s):  
Füsun Topsümer ◽  
Dincer Yarkin
Keyword(s):  
Social Media ◽  
Mass Media ◽  
Planning Process ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Internet Users ◽  
Social Media Advertising ◽  
Definition Of ◽  
The Right

With the rising number of Internet users and social media platforms, advertising found new source for flourishing. However, social media advertising contains different characteristics compared with conventional or mass media advertising. Social media advertising can provide peer-to-peer communication (instead of one-way communication as in mass media advertising). In the definition of advertising, we see that it is required to pay something for taking place in mass media, but in social media advertising, commonly there is no need for payment, if the right social networks are chosen. This chapter aims to evaluate the process of advertising planning in social media in the context of integrated marketing communication. This chapter contains detailed steps of advertising planning process in social media and comparison between planning process of mass media advertising.

scholarly journals INTEGRATING SOCIAL MEDIA AND DIGITAL MEDIA AS NEW ELEMENTS OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY

2020 ◽  
Vol 11 (10) ◽  
pp. 52-64
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Equity ◽  
Sampling Technique ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Hospitality And Tourism Industry ◽  
The Given

Communication with target prospects results in a cost to the company. In this highly competitive environment, all marketers work on cutting cost. They try to allocate their marketing budget very carefully to create brand equity and achieve their marketing objective within the given budget. The selection of integrated marketing communication tools has become a problematic task for marketers. This paper provides how the integration of digital and social media within integrated marketing communication helps to create brand equity of the hospitality and tourism industry in India. This paper also examines the effectiveness of each IMC tool to create brand equity. The nonprobability convenience sampling technique was used to gather opinions from 512 tourists of Himachal Pradesh state of India. The findings reveal that both social media and digital media are more effective than traditional IMC tools. The study also found that the efficiency of Modern IMC tools is better than traditional IMC tools. Smart PLS-SEM 3.0 software has been used to scrutinise data and validate the conceptual framework.

scholarly journals Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej

2021 ◽  
Vol 9 (2) ◽  
pp. 281-296
Author(s):  
Małgorzata Budzanowska-Drzewiecka
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Theoretical Discussion ◽  
Integrated Marketing ◽  
Ethical Challenges ◽  
Integrated Marketing Communication

The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

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