How Do Entrepreneurs See Digital Marketing?

2019 ◽  
pp. 1-19
Author(s):  
Sandrina Francisca Teixeira ◽  
Belem Barbosa ◽  
Helder Pinto
Keyword(s):  
Business Management ◽  
Digital Marketing ◽  
The Internet ◽  
Budget Constraints ◽  
Essential Component ◽  
Marketing Budget

The growth of the internet is giving rise to the overall importance of digital marketing for business management. In fact, digital marketing is widely accepted as an essential component of business management, and its share of the marketing budget is getting bigger. Still, digital marketing professionals deal with some resistance, especially from small and medium companies from more traditional sectors and from businesses struggling with limited budgets for marketing and communication. Entrepreneurs and startup managers are expected to have a clear acknowledgement of digital marketing tools' benefits, which is confirmed in this study. However, budget constraints limit their willingness to spend money on digital marketing and to hire specialized personnel. This chapter provides valuable cues for digital marketing practitioners and companies that intend to approach startups.

Digital Marketing

2020 ◽  
pp. 52-73
Author(s):  
Maria Isabel Barreiro Ribeiro ◽  
António José Gonçalves Fernandes ◽  
Isabel Maria Lopes
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Bibliometric Analysis ◽  
Information Technologies ◽  
Word Of Mouth ◽  
Business Management ◽  
Digital Marketing ◽  
The Internet ◽  
The Third ◽  
Scopus Database

This research aimed to identify the most developed themes in the field of digital marketing from 2010 to 2019. A total of 898 publications were selected from the Scopus database from the Business, Management and Accounting and Economics, Econometrics, and Finance domains. A bibliometric analysis was carried out using VOSviewer software and the term co-occurrence technique was used. Three clusters were identified. The first cluster relates digital marketing to the changes and adaptations of society and the economy since the emergence of the internet. The second cluster relates digital marketing to information technologies, e-commerce, and consumer behavior. Finally, the third cluster relates digital marketing with markets, social media, users, tourism, and electronic word-of-mouth (e-WOM).

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

scholarly journals Digital Marketing dan Ragam Produk pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya Angkatan 2016)

2019 ◽  
Vol 3 (1) ◽  
pp. 14
Author(s):  
Andrian SE,MM
Keyword(s):  
Digital Media ◽  
Linear Regression Analysis ◽  
Evaluation Process ◽  
Product Variety ◽  
Digital Marketing ◽  
The Internet ◽  
Final Conclusion ◽  
Purposive Sampling ◽  
Department Faculty ◽  
The Impact

            Digital Marketing adalah  merupakan suatu kegiatan pemasaran atau promosi sebuah brand atau produk menggunakan media digital atau internet. Tujuan digital marketing adalah untuk menarik konsumen dan calon konsumen secara cepat. Seperti yang kita tahu, penerimaan teknologi dan internet di masyarakat sangat luas, sehingga tidak heran kegiatan pemasaran secara digital dijadikan pilihan utama oleh perusahaan-perusahaan. Keragaman produk merupakan kumpulan seluruh produk dan barang yang ditawarkan penjual tertentu kepada pembeli. Sedangkan minat beli timbul setelah adanya proses evaluasi alternatif dan di dalam proses evaluasi, seseorang akan membuat suatu rangkaian pilihan mengenai produk yang hendak dibeli atas dasar merek maupun minat. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada tiga, yaitu Digital Marketing (X1), Ragam Produk (X2), dan Minat Beli (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner ke sejumlah mahasiswa Jurusan Manajemen Angkatan 2016 Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda dengan metode SPSS versi 22. Penelitian ini menghasilkan kesimpulan akhir bahwa variabel Digital Marketing dan Ragam Produk mempunyai pengaruh yang signifikan pada variabel Minat Beli sebesar 23,8%.The Impact of Digital Marketing and Product Variety towards Purchasing Interest in Online Store Shopee (Case Study to Students of Class of 2016 Management Department Faculty of Economic University of Bhayangkara Jakarta Raya)Abstract            Digital Marketing is an activity of marketing or promoting a brand or product using digital media or the internet. The purpose of digital marketing is to attract consumers and prospective consumers quickly. As we know, the acceptance of technology and the internet in the community is very broad, so it is not surprising that digital marketing activities are made the top choice by companies. Product diversity is a collection of all products and goods offered by certain sellers to buyers. Whereas buying interest arises after the existence of an alternative evaluation process and in the evaluation process, someone will make a series of choices regarding the product to be purchased on the basis of brand and interest. This research uses explanatory research with a quantitative approach. There are three variables used in this research, namely the Digital Marketing (X1), Product Variety (X2), and Purchase Interest (Y). Data collection is obtained through questionnaires distributed to several students of the  Class of 2016 Management Department, Faculty of Economics, University of Bhayangkara Jakarta Raya. The sample used in this research amounted to 100 respondents. The sampling technique used is purposive sampling. Data analysis used is descriptive analysis and multiple linear regression analysis with SPSS version 22. This research produces the final conclusion that the Digital Marketing variable and Product Variety have a significant effect on the Purchase Interest variable as 23.8%.

scholarly journals E-commerce Network Credibility Modelling Using Block-chain

2021 ◽  
Vol 10 (2) ◽  
pp. 1489-1494
Keyword(s):  
Data Analysis ◽  
Source Code ◽  
Digital Marketing ◽  
Agent Technology ◽  
The Internet ◽  
Storage Space ◽  
Common Code ◽  
Online Transactions ◽  
Block Chain ◽  
The Common

Agent technology has developed into a sturdy instrument for e-commerce approach in recent years. The use of agent technology in e-commerce systems may address traditional e-commerce weaknesses, respond to the intelligence and individual needs of users, and significantly improve the efficiency of online transactions. There are some weaknesses in the system designed in this paper. The system will be less efficient in order to complete decentralization of the system. Every decentralized node needs to redundantly preserve a huge volume of information that not only takes up a lot of storage space however, it also makes cross-requesting and detail verification ineffective. This writing presents the evaluation of integrity of the e-commerce systems using block-chain and large amounts of data analysis. The fast growth of the Internet, in particular in the well-developed field of e-commerce, has advanced to digital marketing. In order to understand the common code generating conventional file to identify the associated event configuration, we will analyze Improved Practical Byzantine IPBF source code algorithms. The simulation shows the efficiency of the model.

scholarly journals PENGELOLAAN KEUANGAN BAGI MASYARAKAT DESA WISATA KAMPUNG BAMBU DESA BANYURESMI PANDEGLANG

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Asih Machfuzhoh
Keyword(s):  
Rural Communities ◽  
Community Empowerment ◽  
Marketing Management ◽  
Digital Marketing ◽  
The Internet ◽  
Product Price ◽  
Internet Media ◽  
Effective Media ◽  
Place Promotion ◽  
Tourism Services

Digital marketing can help a lot of tourism practitioners, especially the Tourism Village in marketing the tourism village. Along with changes in people's behavior that is more 'internet', the internet media is an effective media in marketing tourism services. Since not all rural communities are familiar with digital marketing, there is a need for community empowerment to develop their Tourism Village through Digital Marketing Management activities.The method of carrying out the dedication by making a program of empowering the skills of tourism aware groups, and also the community of Banyuresmi Village, Jiput Pandeglang. It is hoped that after this program, the community and also POKDARWIS can effectively manage digital marketing (product, price, place, promotion) to develop Kampung Bambu Tourism Village. 

Peningkatan Manajemen Usaha Mikro Kecil dan Menengah (UMKM) Kursi Bambu Desa Ciranjang

2021 ◽  
Vol 5 (1) ◽  
Author(s):  
Lulu Ulfa Sholihannisa ◽  
Hadiansyah Ma'sum
Keyword(s):  
Small And Medium Enterprises ◽  
Human Resources Management ◽  
Business Management ◽  
Research Management ◽  
Digital Marketing ◽  
Business Opportunity ◽  
The People ◽  
Personal Finances ◽  
Preparation Phase ◽  
Medium Enterprises

Peningkatan Manajemen Usaha Mikro Kecil dan Menengah (UMKM) Kursi Bambu merupakan Kegiatan Pengabdian Kepada Masyarakat (PKM) sekaligus menjadi tujuan dari kegiatan PKM ini. Berdasarkan survey dan anailisis, maka dapat diidentifikasi permasalahan sebagai berikut: 1) kurangnya pemahaman terhadap ilmu manajemen bisnis baik secara pengelolaan sumber daya manusia dan belum memiliki perencanaan strategic dalam mengembangkan bisnis; 2) terbatasnya pemasaran kursi bambu yang selama ini dilakukan secara konvensional; 3) minimnya kemampuan pelaku UMKM dalam menguasai pemanfaatan digital marketing untuk menyebarluaskan produk kursi bambu; 4) masyarakat memiliki keterbatasan dalam permodalan sehingga mengalami kesulitan untuk mengembangkan bisnis kursi bambu yang bervariasi, dan inovasi yang menarik sehingga mampu bersaing dan peningkatan pendapatan pengrajin; 5) terbatasnya alat membuat kerajinan bambu yang dimiliki  oleh kelompok  pengrajin   bambu tradisional; dan, 6) modal kelompok pengrajin bambu masih sangat kecil, pada umumnya perusahaan tersebut masih milik perorangan sehingga kekuatan modal sangat tergantung dari kondisi finansial keuangan pribadi.  Metode yang dilakukan melalui beberapa tahapan, yaitu: 1)tahap persiapan; 2) tahap pelaksanan; 3) monitoring; dan 4) evaluasi. Hasil dari PKM ini, UMKM mendapatkan pelatihan mengenai manajemen UMKM yang meliputi pelatihan peluang bisnis, SDM, dan manajemen pemasaran.Kata kunci: bambu, digital marketing, kursi, manajemenImprovement of Management of Micro, Small and Medium Enterprises (UMKM) of the Bamboo Chair in Ciranjang VillageABSTRACTIncreasing Business Management Micro small and medium enterprises (UMKM) of Kursi Bambu is an activity of devotion to the community “Pengabdian Kepada Masyarakat” PKM at once as an aim from this PKM activities. Based on Survey and analysis, it can be identified problems as follows: 1) lack of understanding to the business management either in human resources management and do not have strategic planning in developing business; 2) the limited marketing of Kursi Bambu is during this is  conventional; 3) the lack of UMKM doers skill in holding digital marketing utilization to overspread Kursi Bambu products; 4) the people have the limited in the capital so that find it difficult to develop the business are varied of Kursi Bambu; 5) the limited of bamboo craft maker is shared by a group of a traditional bamboo craftsman; 6) we got group capital of bamboo craftsman was very small, in general, the company is still owned by an individual capital so power depends on personal finances. The method in this devotion was done in several phases, 1) preparation phase; 2) actuating phase; 3) monitor phase; 5) evaluation. The results from this PKM that UMKM got the training about business management which covering business opportunity, human research management, and marketing management.Keywords: bamboo, digital marketing, chair, management

Prospective Students' ZMOT in ICT-Based International Universities

2019 ◽  
pp. 195-214
Author(s):  
Jose Manuel Saiz-Alvarez ◽  
Oscar Alberto Hoyos-Villa
Keyword(s):  
Higher Education ◽  
Mexico City ◽  
Selection Process ◽  
Education Institution ◽  
Digital Marketing ◽  
The Internet ◽  
Prospective Students ◽  
Zero Moment ◽  
First Moment ◽  
Traditional Strategy

The zero moment of truth (ZMOT) is a concept related to marketing that is changing gradually the traditional strategy used to select a product or service offered in the market. This concept has gained popularity among consumers due to the internet, but ZMOT has been barely analyzed during the selection process of prospective students choosing an international HEI (higher education institution). The objective of this chapter is to reflect how the combination of ZMOT, FMOT (first moment of truth), and SMOT (second moment of truth) is a successful strategy for global universities based on digital marketing to attract prospective students. An educational procedure that can be followed by technology-driven international HEIs, and by universities aiming to attract prospective students. In this sense, the authors propose a brand-new concept entitled PSA (potential for student attraction) that they apply to two campuses (Guadalajara and Mexico City) of the Tecnológico de Monterrey, Mexico.

Electronic Trading, Electronic Advertising, and Social Media Literacy

2020 ◽  
pp. 224-261
Author(s):  
Yurdagül Meral ◽  
Duygu Ecem Özbay
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Digital Marketing ◽  
The Internet ◽  
Local Market ◽  
Electronic Trade ◽  
Large Audience ◽  
Huge Impact ◽  
Electronic Advertising ◽  
Marketing Methods

The internet has a huge impact on everything including by converting traditional trade methods into electronic trade and traditional marketing/advertising methods into electronic advertising and digital marketing methods not only in local trade but international trade as well. The purpose of this study is to increase literacy about electronic advertising, social media, digital marketing, by giving examples of how Turkish local influencers are used in social media to increase sales of international products. As a result, it is seen that the advertising posts made by influencers could reach a large audience in the local market.

scholarly journals Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective

2016 ◽  
Vol 4 (1) ◽  
pp. 90-103 ◽  
Author(s):  
Michael Adu Kwarteng ◽  
Michal Pilík
Keyword(s):  
Online Shopping ◽  
Digital Marketing ◽  
The Internet ◽  
Privacy And Security ◽  
Online Transactions ◽  
Security Issues ◽  
Internet Connection ◽  
Gender And Education ◽  
Demographic Attributes

Abstract The advent of the Internet continues to open new frontiers in digital marketing. One visible impact of the Internet in marketing has been the growing increase in online transactions which profits marketers and seemingly satisfies customers. However, in developing countries, the potential of online shopping has not been fully explored, and in some cases, are just non-existent. Lack of online infrastructure has often been attributed to the slower growth in online transactions in Africa, however, the customers’ preparedness and inclination to use the service is ignored. .Against this backdrop, this study seeks to analyze consumers’ propensity to engage in online transactions with a focus on demographic attributes such as age, gender and education. Using customers in Ghana as a case study, key reasons as well as the demographics that fancy online transactions are revealed. The results indicate that delivery problems, poor internet connection, privacy and security issues are some of the reasons preventing customers to shop online

Acceptance of the Internet by Iranian business management students

2009 ◽  
Vol 41 (5) ◽  
pp. E96-E100 ◽  
Author(s):  
Bibi Eshrat Zamani ◽  
Rasoul Gholizadeh Shoghlabad
Keyword(s):  
Business Management ◽  
The Internet ◽  
Management Students
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