scholarly journals Penggunaan Digital Guerilla Marketing Dalam Usaha Kecil Dan Menengah

2020 ◽  
Vol 5 (2) ◽  
pp. 95-100
Author(s):  
Siti Ayu Nur Fadhila
Keyword(s):  
Low Cost ◽  
Digital Marketing ◽  
Diffusion Effect ◽  
Cost Effect

Penelitian ini bertujuan untuk mengetahui (1) Prinsip dari strategi guerilla marketing dan (2) Penerapan strategi guerilla marketing dalam konsep digital marketing   bagi   Usaha   Kecil   dan   Menengah   (UKM).   Jenis   penelitian  ini merupakan penelitian kualitatif dengan teknik pengumpulan data menggunakan studi  literatur.  Hasil  penelitian  menunjukkan,  (1)  terdapat  3  prinsip  strategi guerilla marketing yatitu surprise effect, diffusion effect, dan low cost effect (2) penerapan strategi guerilla marketing dalam konsep digital marketing dapat dilakukan   dengan   cara   penukaran   poin   belanja,   menampilkan   kuis,   dan menjangkau konsumen dengan menampilkan testimoni secara suka rela dari konsumen yang merasa puas.

Value communication: low-cost marketing initiatives for “Guru Ki Bani 58282”

2013 ◽  
Vol 3 (3) ◽  
pp. 1-9
Author(s):  
Neeraj Pandey ◽  
Gaganpreet Singh
Keyword(s):  
Interactive Voice Response ◽  
Low Cost ◽  
Value Added ◽  
Subject Area ◽  
Marketing Management ◽  
Digital Marketing ◽  
Content Type ◽  
Mba Students ◽  
Marketing Team ◽  
Value Communication

Subject area Pricing, digital marketing, marketing management and strategic marketing. Study level/applicability The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes. Case overview Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch. Expected learning outcomes The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals Strategi Low Cost Digital Marketing Di Masa Pandemi Bersama UMKM Kecamatan Bojongloa Kidul Kota Bandung

Charity ◽  
2021 ◽  
Vol 4 (2a) ◽  
pp. 51
Author(s):  
Faisal Reza ◽  
Yanuar Ilham ◽  
Nisa Lathifah ◽  
Hn Hanafi ◽  
Divan Fadhila
Keyword(s):  
Low Cost ◽  
Digital Marketing

Tujuan dari pelaksanaan program pengabdian kepada masyarakat ini adalah untuk melaksanakan “Pelatihan Strategi Low Cost Digital Marketing di Masa Pandemi Bersama UMKM di Kecamatan Bojongloa Kidul Kota Bandung” agar menambah pengetahuan, keterampilan dan pengalaman bagi para peserta dalam dunia bisnis secara online. Target khusus kami yaitu kepada para peserta pelatihan diharapkan dapat memiliki pengetahuan serta keterampilan bisnis pemasaran dengan mengolaborasikan teknologi secara digital atau online sebagai Langkah untuk menjalankan pemasaran selama masa Pandemi Covid-19 yang menerapkan adaptasi kebiasaan baru. Dengan kecanggihan teknologi saat ini, yang memudahkan para UMKM untuk merambah pemasaran di bidang digital. Kehadiran berbagai macam marketplace seperti Shopee, Tokopedia, Lazada, Bukalapak dan lain sebagainya, menjadi angin segar untuk para pelaku usaha saat ini. Tidak hanya itu perkembangan media social saat ini yang tidak lagi hanya sebagai platform untuk berjejaring atau mencari teman saja, kini media sosial pun sudah menjadi platform pemasaran yang banyak diminati tidak hanya bagi para pelaku usaha tetapi juga para pengguna media social itu sendiri/konsumen. Contohnya, saat ini platform media social Instagram memiliki fitur khusus untuk para akun bisnis untuk membuat “toko online” dalam bentuk katalog bisnis. Dengan melihat fenomena tersebut dibutuhkan pengetahuan dan keterampilan yang baik dalam menunjang pemasaran melalui digital. Salah satunya adalah keterampilan dalam memilih media digital yang tepat untuk membidik segmentasi, keterampilan dalam membuat suatu naskah iklan yang baik, serta keterampilan dalam membuat suatu konten pemasaran yang baik dalam platform digital. Kegiatan pelatihan ini akan berlangsung selama 1 hari. Luaran dari kegiatan ini berupa peningkatan pengetahuan dan keterampilan tentang strategi pemasaran dengan menggunakan media digital bagi peserta dan artikel ilmiah pada jurnal pengabdian kepada masyarakat.

scholarly journals Factors Influencing Digital Marketing and Digital Payment on Consumer Purchase Behaviour

2020 ◽  
Vol 3 (3) ◽  
pp. 39-45
Author(s):  
Monica Tiewul
Keyword(s):  
Business Models ◽  
Low Cost ◽  
Secondary Data ◽  
Digital Marketing ◽  
Technological Advancement ◽  
Financial Industry ◽  
Payment Methods ◽  
Factors Influencing ◽  
The Future ◽  
The Impact

The issue of whether innovation and technological advancement continually bring new phenomenon remains unpredictable, especially in the financial industry. As technology and digital services continue to ingrain themselves into more aspects of lives, the financial sector has not been immuned. New technology has given way to new services and with new services comes the gradual disruption of the old. This study researched on the influence of digital marketing and digital payment on consumer purchase behaviour in Coburg, Germany. The availability of digital marketing is enabling many companies of all sizes to embrace mobile and data while adopting a ‘cloud first’ approach to redesigning their business models. This brings about the introduction of a new ‘pay-as-you-go’ business model that enables efficiency, low-cost speed to scale and creation of new, richer customer experience. This research sort to examine the impact of digital marketing on consumer purchase behaviour, assess the factors influencing consumer to patronise digital payment and examine the future of digital payment methods. In this research, primary and secondary data are utilised. The data has been analysed using descriptive and multivariate statistical methods like factor loading analysis, correlation, cross tabulation, and chi-square. From this research, it is concluded that the availability of extensive information, variety of products, level of satisfaction and level of education are the most essential factors influencing digital marketing and digital payment and this will lead to an increase in the digital payment methods with more security in the future. Also, bitcoin will not be accepted as a future digital payment method.

scholarly journals MARKETING STRATEGIES: FROM DOOR TO DOOR TO EVANGELISM TO E-COMMERCE, AND M-COMMERCE MARKETING

2021 ◽  
Vol 6 (3) ◽  
Author(s):  
Ajayi Olalekan Ezekiel
Keyword(s):  
Mass Media ◽  
Mass Communication ◽  
Low Cost ◽  
Global Market ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
The Internet ◽  
Global Village ◽  
Marketing Model ◽  
Use Of Internet

Investigate and demonstrate the usefulness of the traditional marketing model in developing digital marketing strategies. Digital marketing has contributed to the global market through the use of internet providers as support to their main business. The Internet arose as a new mode of mass communication. The Internet differs from other forms of mass media communication in that it is a low-cost two-way communication medium that allows people on both sides of the communication channel to communicate with one another. As a result, most people have shifted their information gathering from traditional mass media to the Internet. During the same time, globalization became a reality. Because the world has been viewed as a global village, further research could look into m-commerce as a marketing strategy. JEL: M10; M31 <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0776/a.php" alt="Hit counter" /></p>

scholarly journals Barriers to digital marketing adoption at remote rural tourism destinations in Sarawak: an exploratory study

2018 ◽  
Vol 7 (2.29) ◽  
pp. 86
Author(s):  
Sharon Cheuk ◽  
Azuriaty Atang ◽  
Lo May Chiun ◽  
T Ramayah
Keyword(s):  
Low Cost ◽  
Rural Tourism ◽  
Digital Marketing ◽  
Social Constraints ◽  
Content Creation ◽  
Centre Of Excellence ◽  
Readiness Level ◽  
Tourism Destinations ◽  
Marketing Information ◽  
The Individual

Rural tourism has been shown to benefit local communities from the economic perspective. Digital marketing allows marketing information to be transmitted directly to potential visitors without the need for an intermediary, in a low-cost but effective way. Rural tourism destinations in Sarawak now have an opportunity to benefit from the Sarawak state government’s initiative, the Digital Sarawak Centre of Excellence, in terms of digital content creation and website maintenance.  However, the current level of adoption is zero to minimal in rural tourism destinations.  This study examines the barriers towards digital marketing adoption from the perspective of rural tourism providers.   Fieldwork was performed at two sites, Ba’kelalan and Long Lamai, in July 2016 and February 2017 respectively.  In-depth interviews were conducted with a total of 19 respondents.  The study revealed that tourism providers currently depended on word-of-mouth recommendations or direct contact for bookings, but were willing to adopt digital marketing with the assistance of knowledgeable parties. However, certain physical, logistical and social constraints may have a detrimental effect on the community’s readiness level to entertain tourists on a larger scale and may further impede the overall progress of digital marketing adoption, at both the individual and destination levels.  

E-Commerce in a Web 2.0 World

2013 ◽  
Vol 3 (2) ◽  
pp. 38-55
Author(s):  
Shirin Alavi ◽  
Vandana Ahuja
Keyword(s):  
Online Communities ◽  
Low Cost ◽  
Business Community ◽  
Price Sensitivity ◽  
Extensive Literature ◽  
Price Effects ◽  
Online Business ◽  
Marketing Methods ◽  
The Impact ◽  
Cost Effect

This paper details the usage of online communities to influence consumer price sensitivity for expensive, medium, and low cost products by formulating a research instrument, which is accomplished through an extensive literature review of price effects prevalent in the online domain. The research study further examines the impact of reference price effect, difficult comparison effect, price quality effect, and switching cost effect on consumer price sensitivity and proceeds to segment consumers into groups which demonstrate similar characteristics. Organisations benefit by identifying the strategically significant consumers in each category and target them appropriately rather than investing in a blanket promotion program. The objective is to enable organisations to identify consumers demonstrating future profit or relationship potential and devise strategies to impact price sensitivity by responding to price search intentions, improving product perceptions, improving consumer experiences, informing consumers about new schemes, and improving product perceived value. Most valuable consumers are those who depict consistent behaviour across all three product typologies. Valuable consumers identified through a customer portfolio analysis can be leveraged by hosting appropriate content in an online business community and subsequently using customers engaged through business online communities as important sources of competitive advantage. Due to these benefits, online business communities may generate more profitable sales than transactional marketing methods.

scholarly journals Digital marketing and social networks

2021 ◽  
Vol 2021 (1) ◽  
pp. 146-152
Author(s):  
Olena Ugolkova ◽  
Keyword(s):  
Social Networks ◽  
Low Cost ◽  
Rapid Development ◽  
Digital Marketing ◽  
Audience Analysis ◽  
Goods And Services ◽  
Sharp Growth ◽  
Marketing Activities ◽  
Information Products ◽  
Marketing Tool

The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises. Digital marketing is an important tool that allows companies to achieve their marketing goals, as well as influence a large number of people at a relatively low cost. More and more consumers are spending a significant amount of time on the Internet searching for information, products and services, communicating with other consumers about their experience and interaction with companies. The purpose of this article is to substantiate the theoretical and practical provisions of the use of digital marketing in the enterprise, to characterize the possibilities of using social networks as a tool of digital marketing, taking into account their features, limitations and advantages. The article substantiates that in modern conditions it is not enough to have only a website for the enterprise. Social networks play an increasingly important role not only in people’s lives, but also in business activities, which is an additional but important way to attract the attention of potential customers and promote trust. The most effective ways to use Facebook as a marketing tool are analyzed (direct advertising, social posting, detailed audience analysis, link sharing). It also describes a number of features that should be considered for forming a digital marketing strategy in 2021 and 2022. It is concluded that marketing in social networks can be a valuable tool that will help create an Internet brand awareness for the company, increase trust in it and develop the demand for goods and services.

Digital Marketing as a Driver of Tourism

2022 ◽  
pp. 214-230
Author(s):  
Gabriel Vieira Mendes Figueiredo ◽  
João Pinheiro de Barros Neto
Keyword(s):  
Exploratory Study ◽  
Return On Investment ◽  
Low Cost ◽  
Digital Marketing ◽  
Public Authorities ◽  
Leading Role ◽  
Tourism Potential ◽  
The City ◽  
Significant Return ◽  
The Web

Brazil has enormous, underexplored tourism potential. To identify how digital marketing can boost tourism, the authors chose to examine the city of Paraty—a touristic microcosm of Brazil. Digital marketing is a low-cost marketing strategy that can reach potential tourists anywhere. Its use by tourism entrepreneurs has proven effective and able to generate significant return on investment. This exploratory study aimed to develop hypotheses. The authors used questionnaires and interviews to assess the perception of local tourism entrepreneurs regarding the affordances and advantages of digital marketing tools, techniques, and strategies. They found that entrepreneurs' adoption of digital marketing brought several benefits, including low investment costs and significant returns. However, the research revealed the need for training, mainly for small entrepreneurs to explore the numerous opportunities of the web in their businesses. Public authorities can also play a more leading role in combining and steering efforts to promote tourism.

scholarly journals Digital Marketing Insights and Opportunities in Kosovo

2015 ◽  
Vol 5 (2) ◽  
pp. 67 ◽  
Author(s):  
MBA. Besfort Ahmeti
Keyword(s):  
Low Cost ◽  
Developed Countries ◽  
Global Scale ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Digital Revolution ◽  
Customer Empowerment ◽  
Internet Users ◽  
Marketing Social ◽  
Search Marketing

In recent decades, we have witnessed an ever increasing concentration of companies towards the consumer. This has come as a result of various factors, of which an important one has been the digital revolution, which has empowered consumers by giving them access to information and access to one another on a global scale. In an attempt by companies to adapt to this customer empowerment in order to achieve a greater profitability by better serving customers, digital marketing was born. Digital marketing includes various methods of achieving marketing goals by using digital tools, including: search marketing, social media marketing, email marketing, mobile marketing, content marketing, etc. While digital marketing has proven to be very successful in developed countries around the world, in Kosovo it does not have a significant presence. Either way, the development opportunities of this field in Kosovo are plenty. In Kosovo, the percentage of internet users is quite large. This means that there is an almost unexploited market online. The main reasons why digital marketing can succeed in Kosovo are: low cost compared to traditional marketing (TV, radio, billboard, etc.), a positive attitude of businesses towards digitalization, a large number of potential customers, and an emphasized need for professionals in this field.

scholarly journals New Practical Teaching Model Design for mutualized practical works based on low cost ICT, IoT and AI developed solutions

2021 ◽  
Vol 297 ◽  
pp. 01022
Author(s):  
Laraki Mehdi ◽  
Sekhara Youssef ◽  
Guessous Soufiane
Keyword(s):  
Communication Technology ◽  
Low Cost ◽  
Minimum Cost ◽  
Learning By Doing ◽  
Teaching Model ◽  
Model Design ◽  
Information And Communication ◽  
Teaching Learning ◽  
Cost Effect ◽  
Practical Teaching

Recently, Information and Communication Technology (ICT) plays a crucial role in teaching-learning, particularly tracking, trainings, knowledge management and knowledge organization. The aim of this article is to propose a new practical teaching model design for practical works based on ICT, IoT and AI Tools. This new model will allow students to acquire skills and knowledges outside their field of training related to their course. The challenge of this teaching model is to teach more practical works by adopting the learning by doing approach, with a minimum cost effect.

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