EFFECTIVENESS OF DIGITAL PLATFORMS AS FOOD AND BEVERAGE MARKETING MEDIA DURING THE COVID-19 PANDEMIC

Covid-19 pandemic disrupted business practices worldwide, especially in food and everage sector. Not a few business actors in this sector closed their business due to declining sales during pandemic. In responding to this global effect, business actors are not only encouraged to adapt. Still, they must also think of practical steps to stabilize sales as before through creative and innovative digital marketing strategies. Data collected by interviews and literature study to provide an in-depth analysis of condition of food and beverage during Covid-19 pandemic and provide education about digital marketing strategies that business actors can apply to increase food and beverage sales during Covid-19 pandemic. The results showed that social media such as Instagram, Facebook, Twitter, and Whatsapps were effective in marketing food and beverage products. In addition, Shopeefood e-commerce platform and food delivery applications such as GrabFood and GoFood also play a significant role in success of food and beverage marketing and sales and can support government regulations to stay at home during the Covid-19 pandemic.

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MODERN DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON THE MARKETING STRATEGY FORMATION

Academic Review ◽

10.32342/2074-5354-2021-1-54-5 ◽

2021 ◽

Vol 1 (54) ◽

Author(s):

Valentyn H. Hnoievyi ◽

◽

Oleksandr M. Koren ◽

Keyword(s):

Artificial Intelligence ◽

Marketing Strategy ◽

Interpersonal Communication ◽

New Technologies ◽

Digital Communication ◽

Marketing Research ◽

Marketing Strategies ◽

Digital Marketing ◽

Customer Engagement ◽

Digital Platforms

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience.

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Digital Marketing in Online Education Services

Digital Marketing and Consumer Engagement ◽

10.4018/978-1-5225-5187-4.ch038 ◽

2017 ◽

pp. 757-766

Author(s):

Surabhi Singh

Keyword(s):

Online Education ◽

Marketing Strategy ◽

Digital Media ◽

Marketing Strategies ◽

Digital Marketing ◽

Educational Services ◽

Digital Platforms ◽

Education Services ◽

Innovative Strategies ◽

Sales Strategy

Digital activities are compulsorily required to include when online education services are concerned. The digital marketing strategy need to be defined if customer satisfaction has to be maintained. Digital activities are an increasingly important part of any marketing and sales strategy. The strong inclination of digital platforms for delivering courses online cannot be denied. The organization has to be focused on simple act of providing digital course and innovative strategies through which they interact with students and create learning environment. The marketing via digital media is significant for delivery of educational services online. We need to be updated in the area of online education services and for the same digital marketing strategies are critical.

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Digital Marketing in Online Education Services

International Journal of Online Marketing ◽

10.4018/ijom.2017070102 ◽

2017 ◽

Vol 7 (3) ◽

pp. 20-29 ◽

Cited By ~ 1

Author(s):

Surabhi Singh

Keyword(s):

Online Education ◽

Marketing Strategy ◽

Digital Media ◽

Marketing Strategies ◽

Digital Marketing ◽

Educational Services ◽

Digital Platforms ◽

Education Services ◽

Innovative Strategies ◽

Sales Strategy

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Digital Marketing

Cross-Border E-Commerce Marketing and Management - Advances in Electronic Commerce ◽

10.4018/978-1-7998-5823-2.ch008 ◽

2021 ◽

pp. 172-202

Author(s):

Mohammad Osman Gani ◽

Anisur Rahman Faroque

Keyword(s):

Social Media ◽

Economic Development ◽

Search Engine ◽

Marketing Strategies ◽

Digital Marketing ◽

Mobile Marketing ◽

Digital Platforms ◽

Search Engine Marketing ◽

Marketing Activities ◽

E Mail

The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.

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Digital Marketing and Digital Retail Strategies in the Luxury Sector

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing ◽

10.4018/978-1-7998-7192-7.ch007 ◽

2021 ◽

pp. 112-129

Author(s):

Giuseppe Colella ◽

Cesare Amatulli

Keyword(s):

Digital Technologies ◽

Marketing Strategies ◽

Digital Marketing ◽

Luxury Brands ◽

Critical Factors ◽

Digital Platforms ◽

Brand Communities ◽

Market Trends ◽

New Challenges ◽

Near Future

Contemporary marketing strategies have shifted from unidirectional to bidirectional logic, according to which the rise of digitization and of social networks are changing the concept of marketing itself. The most impactful digital technologies have been digital platforms and brand communities, which have exposed companies and consumers alike to new challenges, such as online purchasing experiences. As a result, luxury retailers, who have traditionally resisted rapid adoption of market trends, have begun embracing digitization as part of their marketing strategies. This chapter highlights how understanding this topic is crucial amid changing global economics that are reshaping how luxury consumers interact with retailers. Through a qualitative approach based on semi-structured one-to-one interviews with experts from a leading digital marketing company, this chapter intends to illustrate the critical factors (and related opportunities) that luxury brands will look to exploit in the near future. The results highlight the pervading separation between digital technology and luxury brands.

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Halal Tourism Marketing in the Disruption Era: A Case Study of Penyengat Island in Riau Islands Province

Society ◽

10.33019/society.v8i1.174 ◽

2020 ◽

Vol 8 (1) ◽

pp. 264-283

Author(s):

Riska Destiana ◽

Kismartini Kismartini

Keyword(s):

Tourism Development ◽

Pilot Project ◽

Digital Marketing ◽

Tourism Destination ◽

Literature Study ◽

Digital Platforms ◽

Tourism Marketing ◽

The Media ◽

Tourism Attractions ◽

Digital Channels

The disruption era creates great opportunities for halal tourism development by using technology to market halal tourism products. As a pilot project for the halal tourism development, Penyengat Island in Riau Island Province faces the challenges in building its image as a leading halal tourism destination. This study aims to analyze the halal tourism marketing, in this case, digital marketing, on Penyengat Island in the disruption era. This research used descriptive qualitative methods through a literature study with data sources derived from related journal articles and other literature. The efforts of halal tourism marketing for Penyengat Island are not implemented digitally. To market tourism of Penyengat Island, the local government and stakeholders use mass media advertising, billboards, annual festivals, and digital channels such as social media, online booking sites, and e-book guides at halaltrip.com. Yet, the media does not inform tourism events or indicate Penyengat Island as a halal tourism destination. It proves that inadequate information about the concept of halal tourism and/or other available information on halal tourism travel guides for Muslim tourists on the digital platforms used. The efforts to promote Penyengat Island as halal tourism using digital channels are the relevant interesting contents in digital marketing channels, the availability of information on the need for halal services, and innovation on tourism attractions.

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Digital Marketing Communication Strategy

Jurnal Entrepreneur dan Entrepreneurship ◽

10.37715/jee.v9i2.1340 ◽

2020 ◽

Vol 9 (2) ◽

pp. 57-66

Author(s):

Arjuna Rizaldi ◽

H Hidayat

Keyword(s):

Qualitative Method ◽

Marketing Strategies ◽

Communication Strategy ◽

Digital Marketing ◽

Global Competition ◽

Marketing Communication ◽

Business Unit ◽

Literature Study ◽

Business Units ◽

Number Of Customers

The purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units.

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PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT ◽

10.36226/jrmb.v1i2.17 ◽

2016 ◽

Vol 1 (2) ◽

pp. 133-144

Author(s):

Nadya Nadya

Keyword(s):

Social Media ◽

Consumer Behavior ◽

Marketing Strategy ◽

Marketing Strategies ◽

Digital Marketing ◽

Social Media Marketing ◽

Digital Era ◽

Marketing Social ◽

Technological Developments ◽

Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

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Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands

Journal of Business & Economic Analysis ◽

10.36924/sbe.2019.2201 ◽

2020 ◽

Vol 2 (2) ◽

pp. 166-187

Keyword(s):

Marketing Strategies ◽

Restaurant Industry ◽

Digital Marketing ◽

Customer Engagement ◽

Per Se ◽

Potential Customers ◽

Inexpensive Technique ◽

Facebook Marketing

This study analyses the transformation of marketing strategies from traditional to 'digital' and finds out the efficacy of 'Facebook' marketing for small or micro-enterprise brands; in the case of the restaurant industry. The study looks for the answers to questions such as How ‘Facebook' has changed the means of marketing in the case of small restaurant brands. Two restaurant brands were considered for the study. A qualitative case approach was adopted for the study. Major findings of the study have revealed that Facebook marketing is the direct, easiest and economical mode of communication with current and potential customers through 'Facebook page', to disseminate information regarding brand and services through 'Facebook posts', 'Comments' and 'chats'; besides, to maintain rapid feedback service to customers' queries. In addition, through 'Facebook' activities i.e., an instance of 'Likes', 'Reviews', 'Check-ins', and' Share' customers, themselves ensue as a source for promoting the brands. Nevertheless, for these small or microbrands' Facebook Marketing' per se, it is an inexpensive technique for effective marketing; additionally, it fosters mutual relationships and increases the level of customer engagement.

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Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review.

SMS Journal of Enterpreneurship & Innovation ◽

10.21844/smsjei.v5i1.15137 ◽

2018 ◽

Vol 5 (1) ◽

Author(s):

Amit Kumar Bhanja ◽

P.C Tripathy

Keyword(s):

Artificial Intelligence ◽

Internet Of Things ◽

Business Environment ◽

Marketing Strategies ◽

Point Of View ◽

Digital Marketing ◽

Customer Base ◽

Innovative Methods ◽

Online Shoppers ◽

Drastic Increase

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

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