Online marketing implementation drivers and their interrelationships for Philippine small and medium enterprises

Small and medium enterprises (SMEs) have been adopting the internet at a feverish pace. Recent studies have shown that up to 85% of SMEs in industrialized countries have web sites, yet less than half are utilizing these web sites to securely transact with their customers. Consumer media consumption is moving away from traditional media, like newspapers, to the internet. These revelations coupled with the growth of tools and techniques available to support online marketing, make it a perfect time for SMEs to market their web sites and ultimately succeed online. In this chapter we will present and support the hypothesis that SMEs should stop investing in their web site’s design and functionality and start investing in efforts to market their web sites online, no matter how lousy their web site may be in comparison to today’s standards. With the support of two case studies, illustrating the successful utilization of internet marketing by two very different SMEs, we will relate how a SME can effectively market their web site online. We will also discuss the tools and techniques available to help an SME successfully begin a journey of internet marketing.

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Knowledge Graphs for Online Marketing and Sales of Touristic Services

Information ◽

10.3390/info11050253 ◽

2020 ◽

Vol 11 (5) ◽

pp. 253 ◽

Cited By ~ 1

Author(s):

Anna Fensel ◽

Zaenal Akbar ◽

Elias Kärle ◽

Christoph Blank ◽

Patrick Pixner ◽

...

Keyword(s):

Value Chain ◽

Small And Medium Enterprises ◽

Direct Marketing ◽

Semantic Content ◽

Content Management ◽

Online Marketing ◽

Tourism Sector ◽

Knowledge Graphs ◽

Web Social ◽

Medium Enterprises

Direct online marketing and sales are nowadays an essential part of almost any business that addresses an end consumer, such as in tourism. On the downside, the data and content required for such marketing and sales are typically distributed, and difficult to identify and use, especially for small and medium enterprises. Further, a combination of content management and semantics for automated online marketing and sales is becoming practically feasible now, especially with the global adoption of knowledge graphs. A design and feasibility pilot of a solution implementing semantic content and data value chain for online direct marketing and sales, basing on knowledge graphs, and efficiently addressing multiple channels and stakeholders, is provided and evaluated with the end-users. The implementation is shown to be suitable for the use on the Web, social media and mobile channels. The proof of concept addresses the tourism sector, exploring, in particular, the case of touristic service packaging, and is applicable globally. The typically encountered challenges, particularly, the ones related to data quality, are identified, and the ways to overcome them are discussed. The paper advances the knowledge of employment of knowledge graphs in online marketing and sales, and showcases its related innovative practical application, co-created by the industry providing marketing and sales solutions for Austria, one of the world’s leading touristic regions.

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Financial Book Keeping, And Online Marketing Training For Micro, Small And Medium Enterprises

KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT ◽

10.30656/ka.v3i2.3084 ◽

2021 ◽

Vol 3 (2) ◽

pp. 79-86

Author(s):

Santi Riana Dewi ◽

Andari Andari ◽

Martina Rahmawati Masitoh ◽

Santi Octaviani

Keyword(s):

Small And Medium Enterprises ◽

Online Marketing ◽

Medium Enterprises

Abstrak Pada saat ini pelaku usaha mikro, kecil, dan menengah (UMKM) diharapkan mampu untuk mengikuti perkembangan zaman. Memasuki era industri 4.0 penguasaan terhadap teknologi yang berdampak terjadinya pergeseran di dalam pemberian pelayanan dan juga di dalam pengembangan UMKM di masyarakat. Sehingga sangat diperlukan penambahan dan peningkatan potensi SDM pada penguasaan teknologi digital dalam imlementasinya di kehidupan sehari-hari dan usaha. Permasalahan pada saat ini di lokasi adalah belum adanya pelaku usaha yang menguasai manajemen keuangan dan manajemen pemasaran. Sehingga kegiatan difokuskan pada pemberian pelatihan pembukuan keuangan dan pemasaran secara online. Dengan memiliki pembukuan keuangan yang baik, maka dapat dijadikan bahan pertimbangan untuk pengajuan pendanan pada lembaga keuangan. Selain itu untuk memenuhi perluasan pasar maka diberikan pelatihan pemasaran secara digital dengan melakukan pemasaran melalui media sosial, seperti WhatsApp, Instagram, dan Facebook. Hal tersebut merupakan peran aktif dari perguruan tinggi melalui pengabdian kepada masyarakat untuk turut serta membantu pemerintah dalam mengurangi angka kemiskinan, mencegah gagap teknologi, serta peningkatan kesejahteraan masyarakat secara mandiri demi mewujudkan cita-cita atau hal-hal yang menjadi keinginan masyarakat. Pelaksanaan pengabdian diawali dengan melakukan pembuatan draf pengabdian masyarakat pada proposal, permohonan ijin, observasi, sosialisasi, penyuluhan, workshop, pelatihan, presentasi hasil, packaging product, belajar manajemen keuangan sederhana, belajar tentang manajemen pemasaran, dan evaluasi. Adapun hasil dari pelaksanaan pengabdian tersebut masyarakat mampu untuk membuat laporan keuangan dan memasarkan produk melalui media online. Kata kunci: pelatihan, keuangan, pemasaran, online.

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Enhancing ICT Skills to Support Product Marketing for SMEs Aisyiyah Dau Malang District [Peningkatan Ketrampilan TIK Untuk Mendukung Pemasaran Produk Bagi Pelaku UKM Aisyiyah Kecamatan Dau Malang]

Proceeding of Community Development ◽

10.30874/comdev.2018.287 ◽

2019 ◽

Vol 2 ◽

pp. 242

Author(s):

Tutik Sulistyowati ◽

Nur Hayatin ◽

Gita I. Marthasari ◽

Hidayah B. Qur'ani

Keyword(s):

Social Media ◽

Small And Medium Enterprises ◽

Global Market ◽

Online Marketing ◽

Market Place ◽

Information And Communication ◽

Online Stores ◽

Ict Training ◽

Medium Enterprises ◽

Women Entrepreneur

The insufficiency of understanding of ICT (Information and Communication Technology) among woman entrepreneur in Indonesia is a problem that needs to be resolved. Because Indonesia has the potential to develop business through e-commerce. At present, there are many small and medium enterprises, especially those spread in Malang Regency, dominated by women as business actors. However, they have difficulties in marketing products, especially online marketing. To overcome this problem, we proposed a training program to improve the understanding of ICT for women entrepreneur, especially who is a member of Aisyiyah Organization in Malang. This program will provide ICT training as well as mentoring. Output targets of this program are: 1) partners are able to manage online stores independently; and 2) partners can market their products online through web media, social media, and market place. The material to be provided includes: an introduction to the internet, creating e-mail, marketing through social media, marketing through the market place, and marketing through online web shops. Through the program, the knowledge and skills of women entrepreneur of Aisyiyah Malang can increase so that they can become capital to be more competitive, especially in entering the global market.

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Social Media Marketing: Gateway to Success for Homepreneurs

International Journal of Innovative Technology and Exploring Engineering - Special Issue ◽

10.35940/ijitee.d1011.0394s20 ◽

2020 ◽

Vol 9 (4S) ◽

pp. 66-70

Keyword(s):

Economic Growth ◽

Social Media ◽

Small Business ◽

Small And Medium Enterprises ◽

Online Marketing ◽

Indian Government ◽

Government Data ◽

The Government ◽

The Individual ◽

Medium Enterprises

As stated by the International Labour Organization (ILO), unemployment rate in India was at 3.5% in 2018 and 18.9 million people were jobless. The government of India constantly motivates its citizens to become entrepreneurs and create employment opportunities for others by launching programs like start up India, mudra bank, fund of funds and many others. As per the Indian government data, Micro, Small and Medium Enterprises (MSME) contribute nearly 8 percent of the country's GDP which reflects they play a significant role in the country's GDP. Each year, thousands of determined entrepreneurs start new businesses however only handful of them survives and plenty of small business are gone by the end of four years of their establishment. The major reason behind business failures are lack of experience, insufficient capital and poor location. Entrepreneurship is so dynamic in nature that it gives plausible solution for all potential entrepreneurs out there. One of the solutions for budding entrepreneurs is becoming a homepreneur. Homepreneurs are business entrepreneurs operating from their home. They are managing their business operations from home. It is a splendid opportunity for those who want to start something new without investing huge capital and taking bigger risks. The question arises is how do they attract their target audience without investing larger amount and time to meet them. One of the answers to this question is social media. Social media are interactive websites and applications that are designed to allow people to share content quickly, effectively and real time. Social media channels and online marketplaces have made it simple for homepreneurs to reach new audience, deliver products and receive payments. Platforms like Face book, Instagram, Watsapp, YouTube, Twitter, Google Ad, Mobikwik and various other applications are useful for marketing. Almost every individual is connected on one of above mentioned platforms. Social media has changed the face of marketing and completely taken communication, advertising and online marketing to the next level. The researcher will use phenomenology as the method of research. This research paper will explain the concept of homepreneurs; will put a light on various social media platforms for homepreneurs; will talk about their advantages and highlight its working. It will also share many examples of homepreneurs actively participating on these platforms and achieving success. This will definitely help the group who want to start a small business to understand the framework of homepreneurship and functional for those who want to expand their business operation online. As said by late prime minister Atal Bihari Vajpayee “Empowering the individual means empowering the nation. And empowerment is best served through rapid economic growth with rapid social change”. Entrepreneurship is pivotal for individual empowerment, economic growth and sustainable development.

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Pemasaran Online Dengan Memanfaatkan Market Place dan Strategi Meningkatkan Penjualan di Masa Pandemi Covid 19 di SMK IPIEMS Surabaya

Jurnal Abadimas Adi Buana ◽

10.36456/abadimas.v5.i01.a3561 ◽

2021 ◽

Vol 5 (01) ◽

pp. 100-107

Author(s):

Novianto Eko Nugroho ◽

Krido Eko Cahyono ◽

Okto Aditya Suryawirawan

Keyword(s):

Community Service ◽

Small And Medium Enterprises ◽

Online Marketing ◽

Community Life ◽

Market Place ◽

Corona Virus ◽

Improvement Strategies ◽

Service Activity ◽

Medium Enterprises ◽

The Impact

The impact of the corona virus pandemic (covid-19) is felt in all aspects of community life, especially Micro, Small and Medium Enterprises (MSMEs). Through various training and mentoring activities which include the use of online marketing and sales improvement strategies is a concrete and concrete manifestation in an effort to increase entrepreneurial awareness among students of SMK IPIEMS Surabaya. The purpose of the realization of Community Service Activities through Online Marketing Training and Assistance by Utilizing the Shopee Mobile Marketplace Platform and Strategies to Increase Sales in the Covid Pandemic Period at SMK IPIEMS Surabaya is to provide insight and understanding of the importance of the ability to do online marketing and increase sales of goods to consumers. students of SMK IPIEMS Surabaya so that when they graduate they become entrepreneurs. In addition to lecturers from the School of Economics Indonesia Surabaya as the implementer of this Community Service activity, the counseling and mentoring carried out also involves strategic partners, namely Shopee Indonesia. The results obtained from this training and mentoring activity are students' understanding of the online marketing of the Mobile Marketplace Platform and sales improvement strategies, in order to increase product value and the resulting sales turnover.

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Digital economic literacy micro, small and medium enterprises (SMES) go online

INFORMASI ◽

10.21831/informasi.v49i2.27827 ◽

2020 ◽

Vol 49 (2) ◽

pp. 145-156

Author(s):

Yosi Erlanitasari ◽

Andre Rahmanto ◽

Mahendra Wijaya

Keyword(s):

Digital Literacy ◽

Small And Medium Enterprises ◽

Qualitative Content Analysis ◽

Secondary Data ◽

Online Marketing ◽

Primary Data ◽

Economic Literacy ◽

The Government ◽

Medium Enterprises ◽

Google Search

Micro, Small and Medium Enterprises (SMEs) have a very vital role in the development and economic growth. In the history of the Indonesian nation's economy, SMEs as a support of the national economy. To make SMEs rise in class, a strategy is needed where one of them is the use of digital economic literacy. Development of digital-based SMEs needs to be done digital literacy so that when SMEs are able to utilize digital technology it will increase revenues by up to 80%. At present, the number of SMEs in Indonesia reaches 62,922,617 units of which the highest number is in the Micro Scale 62,106,900 business units (98.70%) with Small Business 757,090 units (1.20%), and Medium Enterprises 58,627 units (0 , 09%). This research was aimed at toanalyze the Go Online SMEs Movement program launched by the government from 2017 until now, even for the future this program will be launched. The research was conducted with a qualitative content analysis method in which primary data online portal research through the Google search engine. Whereas secondary data were obtained from government publications about the Go Online SMEs Movement program. Research shows that only 36% of SMEs in Indonesia is still struggling with conventional marketing. Meanwhile, 37% of SMEs only have basic online marketing capacity such as computer and broadband access. The remaining 18% of SMEs have medium online capacity because they can use websites and social media. Only 9% have digital marketing capacity that can be categorized as sophisticated. The study recommended the importance of the government conducting intensive socialization of the Go Online SMEs Movement. In fact, it must also be at the level of assistance for SMEs. SMEs must be the main players in the development of the digital economy in Indonesia. Collaboration between government and e-commerce is carried out continuously to make Indonesia the Digital Energy of Asia by 2020.Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran yang sangat vital di dalam pembangunan dan pertumbuhan ekonomi. Dalam sejarah perekonomian bangsa Indonesia, UMKM sebagai penopang perekonomian nasional. Untuk menjadikan UMKM naik kelas, dibutuhkan strategi dimana salah satunya adalah penggunaan literasi digital ekonomi. Pengembangan UMKM berbasis digital perlu dilakukan literasi digital sehingga ketika UMKM mampu memanfaatkan teknologi digital akan meningkatkan penerimaan hingga 80%. Saat ini, jumlah UMKM di Indonesia mencapai 62.922.617 unit dimana dari jumlah tersebut terbanyak di Skala Mikro 62.106.900 unit usaha (98,70%) dengan Usaha Kecil 757.090 unit (1,20%), dan Usaha Menengah 58.627 unit (0,09%). Penelitian ini bertujuan untuk menganisis program Gerakan UMKM Go Online yang diluncurkan pemerintah sejak tahun 2017 sampai dengan sekarang, bahkan untuk masa yang akan datang program ini akan terus diluncurkan. Penelitian dilaksanakan dengan metode analisis isi kualitatif dimana data primer penelitian portal online melalui mesin pencari Google. Sedangkan data sekunder didapat dari publikasi pemerintah mengenai program Gerakan UMKM Go Online. Hasil peneitian menunjukkan hanya 36% UMKM di Indonesia masih berkutat dengan pemasaran konvensional. Sedangkan, 37% UMKM hanya memiliki kapasitas pemasaran online yang bersifat mendasar seperti akses komputer dan broadband. Sisanya, sebesar 18% UMKM memiliki kapasitas online menengah karena dapat menggunakan website dan medsos. Hanya 9% saja yang memiliki kapasitas pemasaran digital yang bisa dikategorikan canggih. Penelitian merekomendasikan pentingnya pemerintah melakukan sosialisasi secara intensif mengenai Gerakan UMKM Go Online. Bahkan, juga harus pada tataran pendampingan pada pelaku UMKM. UMKM harus menjadi pemain utama dari perkembangan ekonomi digital di Indonesia. Kolaborasi antara pemerintahan dan e-commerce dilakukan secara kontinyu untuk menjadikan Indonesia sebagai Digital Energy of Asia pada 2020.

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Adoption of Online Marketing for Service SMEs with Multi-Criteria Decision-Making Approach

Start-Ups and SMEs ◽

10.4018/978-1-7998-1760-4.ch019 ◽

2020 ◽

pp. 356-374

Author(s):

Lanndon Ocampo ◽

Rosalin Merry Berdin Alarde ◽

Dennis Anthony Kilongkilong ◽

Antonio Esmero

Keyword(s):

Decision Making ◽

Small And Medium Enterprises ◽

Analytic Network Process ◽

Global Market ◽

Service Industries ◽

Online Marketing ◽

Multi Criteria Decision Making ◽

Network Process ◽

Mcdm Method ◽

Medium Enterprises

This chapter attempts to fill in the gap of evaluating the viability of adopting online marketing for small and medium enterprises (SMEs) in service industries. As SMEs are generally characterized by shortage of resources, the use of online marketing strategies is apparently difficult. However, the current landscape of competition among SMEs in a global market economy prompts the necessity of adopting online marketing. With these, the decision-making process of SMEs in this area becomes complex and the decisions must integrate complex and interrelating criteria and constructs in order to provide a more holistic solution. Thus, this work adopts a multi-criteria decision-making (MCDM) method particularly the analytic network process (ANP) in order to evaluate the practicability of using online marketing for service SMEs. It becomes highly relevant as it provides significant insights to decision-makers in SMEs regarding the use of online marketing strategy. The contribution of this chapter lies in the application of MCDM in evaluating viability of online marketing in service SMEs.

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Connecting Small and Medium Enterprises to the New Consumer

Global Perspectives on Small and Medium Enterprises and Strategic Information Systems ◽

10.4018/978-1-61520-627-8.ch001 ◽

2010 ◽

pp. 1-21 ◽

Cited By ~ 9

Author(s):

Efthymios Constantinides

Keyword(s):

Social Media ◽

Web 2.0 ◽

Small And Medium Enterprises ◽

Low Cost ◽

Online Marketing ◽

Internet Applications ◽

The Social ◽

Develop Market ◽

Medium Enterprises ◽

New Consumer

This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

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