scholarly journals Pengembangan Strategi Pemasaran Ayam Barokah Melalui Digital Marketing

2020 ◽  
Vol 4 (2) ◽  
pp. 183-190
Author(s):  
Hartanti Hartanti ◽  
Rina Oktiyani
Keyword(s):  
Marketing Strategy ◽  
Rapid Development ◽  
Direct Marketing ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Strategy Development ◽  
Marketing System ◽  
Direct Sales ◽  
Chicken Farm

Abstrak  - Perkembangan tekhnologi yang makin pesat mempengaruhi tren pemasaran saat ini, dimana mulai beralih ke pemasaran online atau digital marketing. Digital Marketing System memberikan kemudahan dalam berkomunikasi dan bertukar informasi, juga lebih mudah dalam menawarkan produk, serta jangkauan pemasarannya lebih luas dan efisiensi biaya pemasaran. Kemudahan inilah alasan penggunaan Digital Marketing System di Peternakan Ayam Barokah Karangwuni, Doplang,Teras, Boyolali . Metode  penelitian yang  digunakan adalah diskriptif  kualitatif. Sumber data diperoleh dari hasil wawancara dengan para narasumber (informan) seperti peternak, pesaing, maupun konsumen, serta dari hasil observasi media online. Uji kevalidan data menggunakan triangulasi sumber. Teknik analisis data menggunakan analisis kualitatif yang terdiri dari reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitan penilitian menunjukkan bahwa terdapat penurunan penjualan dikarenakan permintaan menurun ditambah dengan kondisi pandemi covid 19, Untuk mengantisipasi menurunnya penjualan secara konvensional, peternakan ayam Barokah melakukan pemasaran langsung kepada konsumen tanpa melalui distributor, merubah produk dalam bentuk ayam matang, dan dengan digital marketing system, seperti menggunakan media sosial berupa Facebook, WhatsApp maupun Instagram, yang kemudian dikembangkan dengan Website. Pengembangan strategi digital marketing tersebut melalui tahap segmentasi, targeting, dan positioning. Kemudian mengkombinasikan 3 unsur bauran pemasaran berupa harga, produk, dan tempat, untuk mendukung maka unsur kempat yaitu promosi sebagai inti dari strategi digital marketing. Pengembangan strategi digital marketing berisi informasi mengenai variasi produk, harga dan cara pemesanan, penjualan langsung maupun layanan pesan antar. Kata Kunci: Strategi Marketing, Digital Marketing Abstract - The rapid development of technology has influenced the current marketing trends, which have begun to shift to online marketing or digital marketing. Digital Marketing System provides convenience in communicating and exchanging information, also easier in offering products, as well as wider marketing reach and marketing cost efficiency. This ease is the reason for the use of Digital Marketing System in Barokah Karangwuni Chicken Farm, Doplang, Teras, Boyolali. The research method used is descriptive qualitative. Data sources were obtained from interviews with informants (informants) such as farmers, competitors, and consumers, as well as from online media observations. Data validity test uses source triangulation. Data analysis techniques using qualitative analysis consisting of data reduction, data presentation, and drawing conclusions. The results of the research show that there is a decrease in sales due to decreased demand coupled with the condition of the covid pandemic 19, To anticipate the conventional decline in sales, Barokah chicken farms do direct marketing to consumers without going through distributors, changing products in the form of cooked chicken, and with a digital marketing system, such as using social media in the form of Facebook, WhatsApp and Instagram, which are then developed with the Website. The development of digital marketing strategies is through the stages of segmentation, targeting, and positioning. Then combine the 3 elements of the marketing mix in the form of price, product, and place, to support the four elements, namely promotion as the core of digital marketing strategy. Development of digital marketing strategies containing information on product variations, prices and ways to order, direct sales and delivery services.Keywords: Marketing Strategy, Digital Marketing

Social Networking Sites and Marketing Strategies

2015 ◽  
pp. 207-239
Author(s):  
Ying Wu ◽  
Malcolm Stewart ◽  
Rebecca Liu
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Marketing Strategy ◽  
Social Networking Sites ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Online Marketing ◽  
Strategy Development ◽  
Network Marketing ◽  
Online Word Of Mouth

This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

Social Networking Sites and Marketing Strategies

2018 ◽  
pp. 39-72 ◽  
Author(s):  
Ying Wu ◽  
Malcolm Stewart ◽  
Rebecca Liu
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Marketing Strategy ◽  
Social Networking Sites ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Online Marketing ◽  
Strategy Development ◽  
Network Marketing ◽  
Online Word Of Mouth

This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

scholarly journals Marketing Communication Strategy Using Direct Marketing For Start-Up Fashion Brand Teemochi

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Yohanes Dicky ◽  
Alvanoz Zpalanzani Mansoor
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Strategy Development ◽  
Marketing Communication ◽  
Fashion Brand ◽  
Start Up ◽  
Promotional Strategies

Teemochi is a fashion brand that values comfort the most and expect users to get a deep feeling of comfort by using Teemochi products. Teemochi, which just arrived in the community in October 2019, has a number of problems with brand awareness and relatively little sales. Therefore, the aim of this research is to create a marketing communication strategy that increases Teemochi brand awareness and how that marketing strategy can also affect sales. This study uses internal and external analysis to know the conditions and look for sources of problems that exist in the Teemochi. In internal analysis, this research uses Resource Based View Analysis which using Segmenting, targeting, and positioning (STP) internal data and Marketing Mix before. In external Teemochi analysis uses Customer Analysis, Competitor Analysis and Industry Analysis using Porter’s 5 Forces. After knowing the condition and the problems faced by Teemochi, it is known that promotion is the main problem that will be discussed further to help Teemochi in general. Therefore, recommendations that can be given in this study include Instagram Advertising, Paid promotion, Video marketing and 17 other promotional strategies. The direct marketing method on social media especially through Instagram is the chosen method so that the existing marketing strategy can increase Teemochi brand awareness and influence also to increase Teemochi sales. After all analysis and strategy development have been outlined, a timeline and budgetary budget are also made to realize all marketing strategies that have been formed. All strategies that have been made will lead and lift one value from Teemochi itself, namely "Comfy" with the slogan #ComfyEveryday and #ComfyCanBeFun.

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

How to optimize marketing strategy development

2020 ◽  
Vol 36 (8) ◽  
pp. 17-19
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Design Methodology ◽  
Reading Time ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Human Creativity ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Artificial Intelligence (AI) is enabling companies to perform many functional tasks more efficiently. Some organizations are starting to further utilize its capabilities by combining the rationality of AI with human creativity in order to optimize development of marketing strategies. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals The marketing strategies of Serbian honey producers

2013 ◽  
Vol 7 (2-3) ◽  
pp. 27-31 ◽  
Author(s):  
Vlade Zarić ◽  
Zorica Vasiljević ◽  
Nebojša Nedić ◽  
Danijela Petković
Keyword(s):  
New Products ◽  
Direct Marketing ◽  
Paper Analysis ◽  
Marketing Strategies ◽  
Production Costs ◽  
Added Value ◽  
Personal Contact ◽  
Direct Sales ◽  
Product Demand ◽  
Diversification Strategies

Serbian honey producers are exposed to the increased international competition of recent years. To face up to the new changes, producers are progressively using diversification strategies, such as direct sales and production diversification. The direct sales strategy allows the producers to increase the product added value, while diversification aims to offer new products to the consumers. The aim of this paper is to analyse the honey marketing strategy of Serbian honey producers. The first part of the paper analyses the structure of production costs, production performances as well as the determinants of the honey supply. In the second part of the paper, analysis is focused on the determinants of direct sales. Finally, in the third part of the paper, diversification strategies are discussed. The data for this research has been obtained on the basis of a representative sample consisting of 84 Serbian honey producers interviewed in 2011 and 2012. The results show that the Serbian honey producers operate with more or less similar production costs and with production performances that do not differ significantly. They use direct marketing for two reasons: firstly, it affords personal contact with consumers, and secondly, they aim to decrease the transaction costs, thereby keeping a higher share of the product’s final value. Offering new products to consumers is an attempt to create additional product demand.

scholarly journals The Effect of Marketing Strategy and Promotion Activities on Marketing Performance of Ritail Business

2020 ◽  
Vol 4 (2) ◽  
pp. 205-213
Author(s):  
Suhandi Suhandi
Keyword(s):  
Marketing Strategy ◽  
Hypothesis Test ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Regression Testing ◽  
Marketing Performance ◽  
Technological Advances ◽  
Retail Business ◽  
Analysis Technique ◽  
The City

Today's retail industry is experiencing rapid development along with technological advances and the construction of supporting facilities. Tangerang is one of the cities that is part of the Banten Province which is growing rapidly. rapid modernization affected the city, making it one of the largest cities in Indonesia. This study aims to determine the effect of marketing strategies and promotional activities on the marketing performance of Retail Business Actors in Mall Plaza Bintaro. The method used was explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study the marketing strategy has a significant effect on marketing performance by 38.2%, the hypothesis test obtained t count> t table or (7.625> 1.989). Promotional activities have a significant effect on marketing performance by 39.9%, the hypothesis test obtained t count> t table or (7.892> 1.989). Marketing strategy and promotion activities simultaneously have a significant effect on marketing performance by 48.9%, the hypothesis test is obtained F count> F table or (44.464> 2,700)

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

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.

scholarly journals DIGITAL MARKETING STRATEGIES TO BOOST TOURISM ECONOMY: A CASE STUDY OF ATLANTIS LAND SURABAYA

2019 ◽  
Vol 7 (5) ◽  
pp. 468-473 ◽  
Author(s):  
Slamet Riyadi ◽  
Daniel Susilo ◽  
Siska Armawati Sufa ◽  
Teguh Dwi Putranto
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Face To Face ◽  
The Government ◽  
Surrounding Areas ◽  
Tourism Economy ◽  
Tourism Services

Purpose: This research has a purpose to know how PT. Granting Jaya implementing a digital marketing strategy to promote the Atlantis Land Surabaya theme park in the field of one of the tourism services located in Surabaya city. The Mayor of Surabaya has established the Atlantis Land area as an integrated marine tourism area since 2017. Ria Kenjeran Beach (Kenjeran Park) previously managed by the Government of Surabaya. Methodology: This study uses a qualitative approach and interview techniques for collecting material that is done with the question and answers verbally unilaterally face to face. Main Finding: The results of the study found that PT. Granting Jaya prefers to use Social Media as a Digital Marketing Strategy is a way to promote a new brand, build preference, and increase the visitors of Atlantis Land Surabaya through Instagram Strategic Marketing. Implications/ Applications: This research can have implications for the selection and use of promotions more precisely through social media. Because the novelty in this study can be applied to attracting the number of visitors in the world of tourism, especially in Surabaya and surrounding areas.

PENERAPAN STRATEGI WORD TO MOUTH DALAM SISTEM JUAL BELI DI KELOMPOK PENGAJIAN SALAFI KOTA PEKANBARU

2017 ◽  
Vol 5 (1) ◽  
Author(s):  
Genny Gustina Sari ◽  
Genny Ervina Gusti
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Phenomenological Theory ◽  
Muslim Woman ◽  
Direct Sales ◽  
Online Sales ◽  
Rigid Model ◽  
Concept Of Word ◽  
Mix And Match

Use shar'i hijab among Muslim today has become a phenomenon. Hijab syar'i not yet old-fashioned clothes and rigid model for a Muslim, is now so many models that mix and match colors and patterns so as to remove the effects of rigid and archaic that has been attached to the hijab syar'i. This phenomenon has been accompanied by the rise of online sales system is so attractive but informants in this study is still more favor with the Word of Mouth, By using the phenomenological theory of Alfred Schutz and the concept of Word of Mouth research results; communication Word of Mouth (WOM) is considered successful influence prospective buyers, because even if the purchase happens online, the kind of sales that berlangsusng a direct sales activities with direct marketing strategy. The purchase by Word of Mouth (WOM) is more interested in the Jemaah Salafi because they regard it as a Muslim woman and a sinner is a sinner misconduct. System on the basis of religious beliefs is what causes WOM strategy to be more effective, especially as the seller is a member of the Salafi school or at least use the hijab syar'i. Keyword : WOM, buy and sell, salafi

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