Developing Customer Value to Perform Effective Digital Marketing Strategy for Digital Product

Abstract

During pandemic situations the adoption of technology and digital products is faster and growing, this situation makes a rapid growth of the startup industry. Many startups fail in the middle of the growing process. No market is still the biggest reason why startups failed. iSeek, as a newly formed startup which offers service through digital products, has been facing marketing issues that report marketing strategy implemented by iSeek did not meet the target in terms of awareness and engagement rate which led to a small amount of convention rate to iSeek service. The problem was a question for the company itself whether iSeek really has value that customers want or not. The researcher tries to find out what values are being desired by customers of digital products. This research aims to identify the values that can affect customer willingness to use the digital product, particularly in the human resources field and recommendations to improve marketing performance for digital products. This research is a qualitative approach with manual coding as a data processing technique to identify the values that are desired by the customer of a digital product. The data was collected from fourteen interview participants who live in the Greater Jakarta and West Java area aged from 19 to 24 years. The findings show several aspects which can influence customer desire for that particular product or service such as the ease of use of the product, relevant information that is expected, safety and security, the scope in the digital product, and personalization. It is recommended to have an understanding and better approach to introduce and promote the product about benefits that they can perceive and customer’s feedback and after service in order to improve the marketing for digital product or service.