scholarly journals A Literature Review: Digital Marketing Trends in Indonesia During the COVID-19 Pandemic

2021 ◽  
Vol 9 (2) ◽  
pp. 125
Author(s):  
Nabila Astari
2021 ◽  
Author(s):  
Ashley Regimbal-Kung

This paper explored strategies of digital self-promotion for authors online through the investigation of emerging, independent self-published writers. This research provides best practices through those strategies to assist self-published writers in furthering their public profile in digital marketing. The literature review provides context in the online self-publishing environment, connecting with the audience; encouraging collaboration (produsage); adapting to the shifting publishing marketplace through self-presentation strategies (branding), and; bolstering two-way communication (market sensing). It also provides the basis for coding self-presentation themes in self-presentation. This research suggests that best practices can optimize the time that writers spend on marketing, not only to attract initial attention from publishers but at any stage in their career. This research gathers data and develops case studies of four self-published authors that use Wattpad, a social media platform for writers. It analyzes these authors’ strategies for self-promotion and measures their effectiveness through the level of engagement elicited from their fans. It develops best practices from these strategies. This research finds that digital self-promotional activities are successful if they are creative, unique and develop a community of fan followers. It is especially effective when authors reflect the interests of their target audience. It was also found these strategies helped develop the author’s branding for long-term effectiveness


Author(s):  
Dilaysu Cinar

Today, with digital marketing communication, it has become easier to reach and persuade both existing and potential customers. The aforementioned situation is also valid for event applications which are one of the digital marketing communication tools. Indeed, with the technological power, brands began to offer participants almost unlimited options for events and participation takes place regardless of the venue. This study aims to provide information about the new event trends as a digital marketing communication tool. For this purpose, a literature review was made in the study. Accordingly, it can be argued that the new event trends used in digital marketing communications consist of real-time events, social events, storytelling, virtual reality and augmented reality applications, influencers, and virtual communities.


Author(s):  
Neslihan Cavlak ◽  
Ruziye Cop

Consumers perform their activities through digital channels more often as a result of technological advancements where those advancements also allow marketers to reach excessive information about consumers, store them, and use them whenever and however they consider necessary. These big data provide businesses to understand the unmet demands and expectations of consumers and achieve a sustainable business success. Despite the importance of big data analytics for marketing of businesses, research on this issue is scarce. In order to contribute the literature, the purpose of this chapter is to reveal the importance of big data in the digital marketing environment. In line with this purpose, a comprehensive literature review including the definition, components, sources of big data, and the role of big data in digital environments and the examples of businesses using big data is undertaken.


2020 ◽  
pp. 133-143
Author(s):  
Barbara Coelho Neves ◽  
Ramon Davi Santana ◽  
Dulcinéia Vieira de Assunção Gomes

It deals with digital marketing through the search engine optimization (SEO) techniques applied to the case of a scientific magazine's website. It analyzes objective and technical aspects and measures of SEO that promote the leverage of the visibility of the website and its published content among the main search results in search engines. The method is descriptive, with a qualitative approach and the support of literature review. As a result, the text presents in a descriptive and reasoned way a brief analysis from the perspective of on-site and on-page SEO. It is concluded that the websites of scientific journals can benefit from SEO techniques in the context of information retrieval. The non-use of basic SEO techniques corroborates for a potential invisibility or low recovery of scientific production on the Web in search engine results at a global level.


2021 ◽  
Vol 3 (1) ◽  
pp. 47-62
Author(s):  
Pertiwi Utami ◽  
Basrowi Basrowi

Zakat institutions make a variety of new innovations and accelerations in terms of management strategies to improve zakat management. Getting support from Government Regulations and DSN MUI Fatwa regarding the use of IT is certainly a motivation for zakat institutions to increasingly actively develop technology-based services. IT is one of the main focuses of the marketing strategy to increase muzaki's interest in distributing zakat through online zakat services. But in the middle of the community it seems that the presence of digital zakat services still requires a long process of obtaining 'postioning'. In addition, the use of technology must also be more careful, especially because of the negative impact it has. Sharia marketing mix offers strategy management based on sharia principles which in its development is dominated by contemporary fiqh studies. The research aims to provide a literature review on the collaboration of sharia marketing mix and digital marketing zakat. An interesting study considering there are still few studies that reveal a combination of both. Sharia marketing mix present offers management strategies that conventional marketing mix lacks. The results of the literature review state that sharia marketing mix has a special advantage in filtering the negative impact of the use of technology compared to the marketing mix which has been widely used by companies, financial institutions and non-banks.


2021 ◽  
Author(s):  
Ashley Regimbal-Kung

This paper explored strategies of digital self-promotion for authors online through the investigation of emerging, independent self-published writers. This research provides best practices through those strategies to assist self-published writers in furthering their public profile in digital marketing. The literature review provides context in the online self-publishing environment, connecting with the audience; encouraging collaboration (produsage); adapting to the shifting publishing marketplace through self-presentation strategies (branding), and; bolstering two-way communication (market sensing). It also provides the basis for coding self-presentation themes in self-presentation. This research suggests that best practices can optimize the time that writers spend on marketing, not only to attract initial attention from publishers but at any stage in their career. This research gathers data and develops case studies of four self-published authors that use Wattpad, a social media platform for writers. It analyzes these authors’ strategies for self-promotion and measures their effectiveness through the level of engagement elicited from their fans. It develops best practices from these strategies. This research finds that digital self-promotional activities are successful if they are creative, unique and develop a community of fan followers. It is especially effective when authors reflect the interests of their target audience. It was also found these strategies helped develop the author’s branding for long-term effectiveness


2020 ◽  
Vol 24 (39) ◽  
pp. 06-12
Author(s):  
Charles Alves de Castro

AbstractDrawing from the integrated areas of internal consultancy in marketing, advertising budget, and digital marketing, this empirical research aims to examine the company Marcheluzzo`s off-line advertising budget focused on the Brazilian market to combine on-line advertising investments in a new expense budget plan for 2021. A comprehensive analysis of the literature review demonstrates the importance of digital marketing strategies in a B2B - (business-to-business) context within the Brazilian market, covering both their benefits and challenges. The literature review filled and discussed the gaps found, it was also analyzed the past and actual literature within the specific themes in this research. The data used in this research was gathered by a semi-structured one-to-one interview conducted personally with the Marcheluzzo`s marketing and commercial manager. In addition, through the field observation and documents collected in the company more information was possible to gather and have insights about a variety of subjects mainly related to the advertisement budget. It was possible to successfully answer the two main research questions being discussed using the data collected. It was found that Marcheluzzo has been interested in making investments in digital marketing, as well as, there is room for this investment in a new advertisement budget focused on the Brazilian market, combining online and offline marketing strategies. Keywords: Advertising Budget. Digital Marketing. Marketing Consultancy. Resumo A partir das áreas integradas de consultoria interna em marketing, orçamento publicitário e marketing digital, esta pesquisa empírica visa examinar o orçamento publicitário off-line da empresa Marcheluzzo voltado para o mercado brasileiro para combinar investimentos publicitários on-line e off-line em um novo plano orçamentário para 2021. Uma análise abrangente da revisão da literatura demonstra a importância das estratégias de marketing digital em um contexto B2B - (Business-to-Business) no mercado brasileiro, abrangendo seus benefícios e desafios. A revisão bibliográfica preencheu e discutiu as lacunas encontradas, também foi analisada textos já publicados e atuais dentro dos temas específicos desta pesquisa. Os dados utilizados nesta pesquisa foram coletados por meio de entrevista semiestruturada individual realizada pessoalmente com o gerente de marketing e comercial do Marcheluzzo. Além disso, por meio da observação de campo e dos documentos coletados na empresa foi possível reunir mais informações e ter insights sobre uma variedade de assuntos relacionados principalmente ao orçamento publicitário. Foi possível responder com sucesso às duas principais questões de pesquisa em discussão usando os dados coletados. Constatou-se que a empresa Marcheluzzo tem interesse em fazer investimentos em marketing digital no Brasil, bem como, há espaço para esse investimento em um novo orçamento publicitário voltado para o mercado brasileiro, combinando estratégias de marketing online e offline. Palavras-chave: Orçamento Publicitário. Marketing Digital. Consultoria de Marketing


2019 ◽  
Vol 11 (6) ◽  
pp. 130 ◽  
Author(s):  
Juan José López García ◽  
David Lizcano ◽  
Celia MQ Ramos ◽  
Nelson Matos

Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.


Informatics ◽  
2021 ◽  
Vol 8 (4) ◽  
pp. 74
Author(s):  
Fátima Figueiredo ◽  
Maria José Angélico Gonçalves ◽  
Sandrina Teixeira

Data generation is currently expanding at an astonishing pace, and the function of marketing is becoming increasingly sophisticated and customized. Companies seek to understand their internal corporate environment and externalities and to exponentially enhance their marketing power. This study aims to understand the influence of Big data analysis on digital marketing. The methodologies used to approach this issue were: (a) a systematic literature review based on articles dated between 2014 and 2020; and (b) a bibliometric analysis of articles dated between 2000 and 2020 using the software VOSviewer. The literature review allowed us to conclude that in the next decades, the business world in general, and marketing in particular, will define more oriented strategies based on a more profound knowledge of consumer behavior. Artificial intelligence agents driven by machine learning methods, technology, and Big data will be a conditioning factor in defining these strategies.


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