scholarly journals Analisa SWOT dan STP (Segmentasi, Tertarget, Posisi) terhadap Strategi Pemasaran Digital pada Usaha Mikro – Bunda Culinary

2021 ◽  
Vol 7 (2) ◽  
pp. 127-138
Author(s):  
Henky Hendrawan
Keyword(s):  
Relationship Marketing ◽  
Word Of Mouth ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Business World ◽  
B2b Marketing ◽  
Or Team ◽  
Descriptive Survey

The change of conventional marketing to digital marketing has an impact on the business world, including micro businesses. So that a certain strategy is needed in dealing with digital marketing. SWOT analysis and STP analysis among several other analyzes that can be used to determine a marketing strategy. The purpose of this study is to find an overview of the use of SWOT analysis and STP analysis implemented in micro enterprises, namely 'Bunda Culinary'. SWOT analysis and STP analysis are used in order to see what digital marketing strategies are being pursued by the micro entrepreneur 'Bunda Culinary'. The research method used is a descriptive survey. Data collection techniques in this study were observation and interviews. The results obtained are strategies for digital marketing that are carried out only on the pattern of Relationship Marketing, Word of mouth Marketing, Seasonal Marketing, and Social Media Marketing. Meanwhile, the development towards B2B Marketing and B2C Marketing has not been carried out. And there is also no specific personal or team handling digital marketing.

scholarly journals ANALIS METODE SWOT UNTUK STRATEGI PEMASARAN BERDASARKAN MATRIKS INTERNAL-EKSTERNAL (IE) (Studi Kasus : Digital Art Bali)

2019 ◽  
Vol 5 (2) ◽  
Author(s):  
Ni Made Astiti
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Product Differentiation ◽  
Service Provider ◽  
Word Of Mouth ◽  
Swot Analysis ◽  
Growth Zone ◽  
Marketing Strategies ◽  
Digital Art ◽  
Cost Leadership

<p>ABSTRACT Digital Art Bali is a service provider in the field of photography and videography. Digital Art Bali has been established since 2014. In every business activity, the company has a product marketing problem, so it requires planning strategies so that marketing activities run well. The research method uses qualitative methods and is supported by the SWOT analysis concept. Based on the results of research in the study and discussion, the hypothesis is that the implementation of the SWOT analysis influenced the marketing strategy of the Digital Art Bali company. This study aims to provide input on marketing strategies to increase sales of companies providing photography and videography services, namely Digital Art Bali based on SWOT analysis. The data analysis technique used in this study was descriptive with a SWOT analysis approach. The scope of research is limited to marketing strategies. The results of the study illustrate that the company's marketing strategy is designed through the creation of value in the marketing mix element. These created values tend to be directed towards achieving cost leadership compared to creating unique differences in product differentiation. Marketing that is based on good relationships (relationship marketing) becomes the basis of promotional strategies and corporate communication, where attention is aimed at expanding the network of relationships with the aim of having a promotional effect from word of mouth compared to the use of other promotional media. In addition, based on the SWOT matrix obtained several alternative marketing strategies and based on the matrix of Internal-External (IE) and GE matrices, Digital Art Bali's marketing strategy is in the position of horizontal profit / stability integration in the growth zone. Keywords: Bali Digital Art, Marketing Strategy, SWOT, service provider<br />ABSTRAK<br />Digital Art Bali merupakan penyedia jasa dalam bidang fotografi maupun videografi. Digital Art Bali sudah berdiri sejak tahun 2014. Dalam setiap aktivitas bisnis,perusahaan mempunyai suatu permasalahan pemasaran produk , untuk itu dibutuhkan perencanaan strategi agar kegiatan pemasaran berjalan dengan baik. Metode penelitian dengan menggunakan metode kualitatif dan didukung oleh konsep analisis SWOT. Berdasarkan hasil penelitian yang ada pada penelitian dan pembahasan mengemukakan hipotesa bahwa penerapan analisa SWOT mempengaruhi startegi pemasaran dari perusahaan Digital Art Bali. Penelitian ini bertujuan untuk memberikan masukan tentang strategi pemasaran untuk meningkatkan penjualan pada perusahaan penyedia jasa fotografi maupun videografi yaitu Digital Art Bali berdasarkan analisis SWOT. Teknik analisis data yang digunakan dalam penelitian ini adalah secara deskriptif dengan pendekatan analisis SWOT. Ruang lingkup penelitian dibatasi tentang strategi pemasaran. Hasil penelitian memberikan gambaran bahwa strategi pemasaran perusahaan dirancang melalui penciptaan nilai (value) pada elemen bauran pemasaran. Nilai yang diciptakan tersebut cenderung diarahkan untuk meraih keunggulan biaya (cost leadership) dibandingkan untuk menciptakan perbedaan unik pada penawaran perusahaan (product differentiation). Pemasaran yang berlandaskan pada hubungan yang baik (relationship marketing) menjadi dasar strategi promosi dan komunikasi perusahaan, dimana perhatian ditujukan untuk memperluas jaringan relasi dengan tujuan adanya efek promosi dari mulut ke mulut (word of mouth) dibandingkan penggunaan media promosi lainnya. Selain itu berdasarkan matriks SWOT diperoleh beberapa alternatif strategi pemasaran dan berdasarkan matriks Internal-Eksternal (IE), strategi pemasaran Digital Art Bali berada pada posisi integrasi horizontal / stability profit strategy pada zona pertumbuhan (growth).<br />Kata Kunci: Digital Art Bali, Strategi Pemasaran, SWOT, Penyedia Jasa</p>

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

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

scholarly journals Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

2021 ◽  
Vol 12 ◽  
Author(s):  
Ana Isabel Jiménez-Zarco ◽  
Jose Antonio Clemente-Almendros ◽  
Inés González-González ◽  
Jorge Aracil-Jordà
Keyword(s):  
Social Media ◽  
Financial Performance ◽  
Online Survey ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Global Level ◽  
Female Entrepreneurs ◽  
Business World ◽  
Marketing Actions ◽  
Complicated Situation

The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.

DIGITAL MARKETING SEBAGAI STRATEGI PEMASARAN PRODUK PKK

2019 ◽  
Vol 3 (2) ◽  
pp. 80-84
Author(s):  
Ria Zulkha Ermayda ◽  
Hanjar Ikrima Nanda ◽  
Dwi Narullia
Keyword(s):  
Word Of Mouth ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Situation Analysis ◽  
Online Application ◽  
Direct Training ◽  
Local Product ◽  
Group Members ◽  
Product Marketing

Abstrak  Kegiatan yang dilakukan Kelompok PKK Desa Sutojayan sebagian besar telah diarahkan kepada aktivitas yang produktif dan bernilai jual, seperti pembuatan kerajinan tas dari tali kur, membuat bros, dan berbagai jenis keripik. Beberapa produk tersebut mampu dihasilkan oleh kelompok PKK dalam kurun waktu tertentu. Berdasarkan analisis situasi, dibutuhkan cara atau strategi khusus dalam melakukan pemasaran produk-produk tersebut, karena selama ini pemasaran masih dilakukan dalam lingkup lokal atau hanya sebatas dari mulut ke mulut. Kegiatan ini bertujuan untuk menambah pengetahuan terkait strategi pemasaran produk kepada kelompok PKK melalui pelatihan digital marketing. Metode pelaksanaan kegiatan ini yakni pelatihan secara langsung sekaligus praktik pada aplikasi online yang digunakan, yakni facebook dan instagram. Hasil dari kegiatannya ini adalah anggota kelompok PKK dapat membuat akun online yang khusus untuk memasarkan produk-produk yang dihasilkan melalui akun facebook dan instagram. Melalui strategi digital marketing, beberapa produk yang dihasilkan oleh Kelompok PKK Desa Sutojayan dapat dikenal secara meluas sehingga mampu mengangkat nama Desa Sutojayan.   Keywords: Digital Marketing, local product, marketing training Abstract Most of the activities undertaken by the PKK group in Sutojayan Village have been directed to productive and valuable selling activities, such as making handicraft bags made from rope ties, making brooches, and various types of chips. Some of these products were able to be produced by the PKK group within a certain period. Based on the situation analysis, special methods or strategies are needed in marketing these products, because so far marketing has only been carried out in the local scope or only limited to word of mouth. This activity aims to increase knowledge related to product marketing strategies to PKK group through digital marketing training. The method used in the implementation of activities is direct training as well as practice in the online application used, namely Facebook and Instagram. As a result of this activity, PKK group members can create an online account specifically for marketing products produced through Facebook and Instagram accounts. Through digital marketing strategies, some of the products produced by the PKK group can be widely recognized so that they can raise the name of the Sutojayan Village.  Keywords : Digital Marketing, produk lokal, pelatihan pemasaran

Search engine marketing and social media marketing predictive trends

2020 ◽  
Author(s):  
Brighton Nyagadza
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Global Scale ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Survey Method ◽  
Research Approach ◽  
Search Engine Marketing ◽  
Continuous Dynamic

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine marketing and social media marketing trends. In terms of research methodology, a systematic literature survey method and an inductive research approach were applied. Social media concepts were critically analysed and evaluated to determine their link to the current research focus area. The main literature findings showed that the main trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of doing business by adopting new search engine marketing and social media marketing techniques. With this in mind, it is important for corporations to utilize social media for the development of marketing strategies. The viral power of social media makes it more attractive to businesses promoting their products to target markets. The article also provides an intuitive apprehension of the predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals in blue oceans.

scholarly journals Digital and Social Media Marketing - Growing Market Share for Construction SMEs

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Simon Malesev ◽  
Michael Cherry
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Residential Construction ◽  
Environment Analysis ◽  
Construction Companies ◽  
Medium Enterprises ◽  
Effective Use ◽  
And Training

The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction sector SMES' digital marketing attitudes and capabilities; whether digital and social media marketing is as or more effective than traditional marketing strategies; and the challenges facing SMEs in making effective use of digital marketing strategies. The findings confirm widespread recognition of the value of digital marketing strategies among SMEs but reveal that uptake and effective use of digital marketing is undermined by deficiencies in external environment analysis and a lack of the investment and training needed to plan, monitor and maintain effective and up-to-date marketing mixes, strategies and objectives. Based on the findings, recommendations are offered for improving residential construction SMEs’ uptake and effective use of digital and social media marketing.

Application of AI technology in modern digital marketing environment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kiran Nair ◽  
Ruchi Gupta
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Advanced Degree ◽  
Content Type ◽  
Marketing Environment ◽  
Know How

PurposeThe purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment.Design/methodology/approachDigital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide.FindingsBased on the literature review, the paper identifies the various AI applications in the field of digital media marketing.Originality/valueThis paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.

scholarly journals ROI as a financial and non-financial Indicator trough Applied in Application to Social Media Marketing

JUDICIOUS ◽  
2021 ◽  
Vol 2 (1) ◽  
pp. 84-91
Author(s):  
Iwan Darmawansyah ◽  
Sismiati Sismiati
Keyword(s):  
Social Media ◽  
Applied Research ◽  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Target Market ◽  
Call To Action ◽  
Financial Indicator

This study aims to develop instruments that marketers can use in developing digital marketing in their industry. The method used is applied research and constructivism point of view. Researchers conducted interviews and developed digital marketing strategies. The results of this study explain that call to action provides consumer effectiveness in purchasing products. However, it is necessary to encourage promotion through ig paid to provide a wider range of promotions. This study also explains some important things to consider in preparing the target market by analyzing customer personals and designing customer journeys.

scholarly journals Social Media Marketing: B2B Marketing via Nano Influencers

2021 ◽  
Vol 23 (07) ◽  
pp. 1377-1387
Author(s):  
Sirineni Harshitha ◽  
◽  
Raashi Shetty ◽  
Dr. P. Swami Sairam ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
High Probability ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Business Sector ◽  
B2b Marketing ◽  
Interview Method ◽  
Business To Business

The aim and objective of the authors is to explain and analyse the effect on business-to-business sector through nano influencer marketing. The authors explain about how companies can use nano-influencers for cracking a deal or selling products between two companies. Many companies do not use nano influencers for selling their brand products, but as everybody knows how important loyalty and a good engagement rate these influencers have with their customers are, one can consider and implement the same in the business as well. In this the authors have been done based on the interview method through telephonic calls, where the researchers interviewed the clients of serval reputed companies and collected their feedback on their sayings. The researchers have asked the clients several questions related to their marketing strategies, what do they think about influencer marketing and will they allow nano influencers to sell the products to other business companies. After collecting all the feedback, the researchers have analysed the responses and came up with solutions. The empirical aspect of the paper reveals that there is a strong pattern and a high probability for companies to use LinkedIn influencers in their business to expand their presence, boost overall revenue, and improve brand equity within companies.

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