MARKETING PERFORMANCE DEVELOPMENT: APPLICATION OF THE CONCEPT OF DIGITAL MARKETING AND MARKET ORIENTATION STRATEGY IN THE MSME SECTOR

2021 ◽  
Vol 1 (2) ◽  
pp. 181-190
Author(s):  
Ikramuddin Ikramuddin ◽  
Faisal Matriadi ◽  
Em. Yusuf Iis ◽  
Mariyudi Mariyudi
Keyword(s):  
Entrepreneurial Orientation ◽  
Customer Orientation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
P Value ◽  
Marketing Performance ◽  
Marketing Orientation ◽  
External Pressures ◽  
On Line ◽  
Performance Development

Changes in consumer behavior require companies to rethink their marketing strategies, especially in the digital marketing era. The Covid-19 pandemic has suppressed the marketing performance of MSMEs in a negative direction, so MSMEs need to improve their marketing strategies towards the concept of digital marketing. This study aims to analyze the role of the digital marketing platform, marketing orientation and entrepreneur orientation on the marketing performance of MSMEs during the Covid-19 pandemic in North Aceh Regency. This research is survey research with a sampling approach, the number of samples used in this study is 131 MSME actors in North Aceh Regency which are determined by purposive sampling. The data were analyzed using the Structural Equational Modeling (SEM) software Amos. Based on a survey of marketing managers and MSME managers, this study shows that MSMEs face various internal and external pressures to adopt digital marketing platforms as a medium to improve their marketing. This can be seen from the low perception of respondents on the influence of the entrepreneurial orientation variable on marketing performance. However, in this case, MSME Marketing Performance is influenced by digital marketing and marketing orientation, each coefficient value for digital marketing is 0.215 and CR 3.387 (P-Value 0.000 < 0.05) and marketing orientation is 0.621 and CR 8.466 (P-Value 0.000 < 0.05). ). The involvement of digital marketing and marketing orientation in MSMEs is expected to increase the company's performance and income. To increase digital marketing engagement, MSME actors who focus on relationship-based interactions with their customers through various digital marketing platforms and on-line buying and selling sites are still expected. This research shows how some companies outside of MSMEs have achieved this. This study makes an important contribution in improving the marketing performance of MSMEs through the relationship of digital marketing platforms, customer orientation and entrepreneurial orientation.

scholarly journals An Empirical Research Framework on Digital Marketing Consultancy: The Case of Marcheluzzo Srl

2020 ◽  
Vol 24 (39) ◽  
pp. 06-12
Author(s):  
Charles Alves de Castro
Keyword(s):  
Literature Review ◽  
Empirical Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Main Research ◽  
Business Context ◽  
Advertising Budget ◽  
On Line ◽  
Research Questions ◽  
Business To Business

AbstractDrawing from the integrated areas of internal consultancy in marketing, advertising budget, and digital marketing, this empirical research aims to examine the company Marcheluzzo`s off-line advertising budget focused on the Brazilian market to combine on-line advertising investments in a new expense budget plan for 2021. A comprehensive analysis of the literature review demonstrates the importance of digital marketing strategies in a B2B - (business-to-business) context within the Brazilian market, covering both their benefits and challenges. The literature review filled and discussed the gaps found, it was also analyzed the past and actual literature within the specific themes in this research. The data used in this research was gathered by a semi-structured one-to-one interview conducted personally with the Marcheluzzo`s marketing and commercial manager. In addition, through the field observation and documents collected in the company more information was possible to gather and have insights about a variety of subjects mainly related to the advertisement budget. It was possible to successfully answer the two main research questions being discussed using the data collected. It was found that Marcheluzzo has been interested in making investments in digital marketing, as well as, there is room for this investment in a new advertisement budget focused on the Brazilian market, combining online and offline marketing strategies. Keywords: Advertising Budget. Digital Marketing. Marketing Consultancy. Resumo A partir das áreas integradas de consultoria interna em marketing, orçamento publicitário e marketing digital, esta pesquisa empírica visa examinar o orçamento publicitário off-line da empresa Marcheluzzo voltado para o mercado brasileiro para combinar investimentos publicitários on-line e off-line em um novo plano orçamentário para 2021. Uma análise abrangente da revisão da literatura demonstra a importância das estratégias de marketing digital em um contexto B2B - (Business-to-Business) no mercado brasileiro, abrangendo seus benefícios e desafios. A revisão bibliográfica preencheu e discutiu as lacunas encontradas, também foi analisada textos já publicados e atuais dentro dos temas específicos desta pesquisa. Os dados utilizados nesta pesquisa foram coletados por meio de entrevista semiestruturada individual realizada pessoalmente com o gerente de marketing e comercial do Marcheluzzo. Além disso, por meio da observação de campo e dos documentos coletados na empresa foi possível reunir mais informações e ter insights sobre uma variedade de assuntos relacionados principalmente ao orçamento publicitário. Foi possível responder com sucesso às duas principais questões de pesquisa em discussão usando os dados coletados. Constatou-se que a empresa Marcheluzzo tem interesse em fazer investimentos em marketing digital no Brasil, bem como, há espaço para esse investimento em um novo orçamento publicitário voltado para o mercado brasileiro, combinando estratégias de marketing online e offline. Palavras-chave: Orçamento Publicitário. Marketing Digital. Consultoria de Marketing

Measuring Digital Marketing Performance

2020 ◽  
Vol 2 (1) ◽  
pp. 1-15
Author(s):  
Tasnia Fatin ◽  
Nayem Rahman
Keyword(s):  
Performance Measurement ◽  
Balanced Scorecard ◽  
Information Technologies ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
The Balanced Scorecard ◽  
Marketing Performance ◽  
Related Information ◽  
Measurement Practices ◽  
Significant Attention

Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. Even then, the marketing performance measurement practices in this field are reported to be less developed. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to measure the performance of digital marketing. To measure the performance of digital marketing campaigns, the article uses the balanced scorecard approach devised by Kaplan and Norton. In this article, descriptive comprehension is provided on the measurement of digital marketing performance. The measurement incorporates four perspectives such as customer, business value, internal processes, and growth and innovation. The outcome of this work may help managers and researchers gain insights into the theoretical and practical strategic characteristics of digital marketing and its performance measurement.

scholarly journals Business Strategies and Digital Marketing Management in Desa Prima Sleman SMEs

2021 ◽  
Vol 1 (3) ◽  
pp. 285-291
Author(s):  
Yuni Istanto ◽  
Dyah Sugandini ◽  
Gunawan Nusanto ◽  
Windy Anindya Pamuji ◽  
Trestina Ekawati
Keyword(s):  
Product Quality ◽  
Digital Technology ◽  
Marketing Strategies ◽  
The Other ◽  
Marketing Management ◽  
Digital Marketing ◽  
Business Strategies ◽  
Research Approach ◽  
Marketing Performance ◽  
Depth Interview

This review expects to give knowledge to SMEs in Sleman regarding how organizations seeking different techniques approach this advanced promoting issue. A definitive objective is to help SMEs in Sleman in the productive and viable execution of the system embraced by their organizations. The technology provided to SMEs planned in this research is a digital technology for product marketing and improving product quality and production. The population in this study were all SME's in Sleman. The census did sampling. The research approach is made by survey, observation, FGD, and in-depth interview. The overall hypothesis in this study is positively and significantly supported. The research that has been done shows that SMEs in Sleman have a marketing performance that is influenced by the types of digital marketing strategies and strategies. On the other hand, the performance of SMEs is influenced by marketing performance.

scholarly journals The Efforts to Improve Marketing Performance in Small and Medium Industries of Tofu

2020 ◽  
Vol 9 (3) ◽  
pp. 252-261
Author(s):  
Aslama Odilak Ma'arif ◽  
Ida Maftukhah
Keyword(s):  
Entrepreneurial Orientation ◽  
Descriptive Analysis ◽  
Sampling Technique ◽  
Business Environment ◽  
Marketing Strategies ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Marketing Performance ◽  
Knowledge Competencies

Small and Medium Industries have become the largest industry in Indonesia that has an important role in the Indonesian economy due to its ability to encourage economic growth and create new sources of entrepreneurship. Small and Medium Industries are expected to be more creative and prepared in marketing strategies to deal with an increasingly complex business environment. This study aims to examine the effect of marketing knowledge competence and entrepreneurial orientation on marketing performance through marketing capabilities. The population in this study was the Small and Medium Industries of Tofu in Magelang City. The number of samples used was 94 respondents. The sampling technique uses saturated samples. The data were analyzed using the method of descriptive analysis, regression analysis, and path analysis using IBM SPSS version 22. The results of the study show that marketing knowledge competency and entrepreneurial orientation have a positive and significant effect on marketing performance. Marketing capability could mediate the influence of marketing knowledge competencies and entrepreneurial orientation on marketing performance. The advice given is that the Small and Medium Industries of Tofu practitioners should innovate more in tofu products, conduct promotions, provide the best service to customers, and be able to maintain the quality of tofu. The next researcher is expected to add references related to marketing knowledge competence and expand the scope of the object.

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

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

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.

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

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.

scholarly journals Who Donates on Line? Segmentation Analysis and Marketing Strategies Based on Machine Learning for Online Charitable Donations in Taiwan

IEEE Access ◽  
2021 ◽  
Vol 9 ◽  
pp. 52728-52740
Author(s):  
Chiung-Wen Hsu ◽  
Yu-Lin Chang ◽  
Tzer-Shyong Chen ◽  
Te-Yi Chang ◽  
Yu-Da Lin
Keyword(s):  
Machine Learning ◽  
Marketing Strategies ◽  
Charitable Donations ◽  
Segmentation Analysis ◽  
On Line ◽  
Line Segmentation

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

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