Installments, Social Networks, and Tarot Card Spreads

This research addresses the high coffee consumption in Indonesia and intense competition in the coffee industry in Bandar Lampung. Despite significant potential in digital marketing, only 8% of Micro, Small, and Medium Enterprises (UMKM) practitioners utilize it. Therefore, the community service activity from the University of Lampung aims to support coffee UMKM in Bandar Lampung in adopting digital marketing strategies to enhance sales and compete in the Society 5.0 era. The activity method focuses on sharing knowledge and socializing digital marketing. The situational analysis phase involves on-site visits to understand the business processes. Socialization and discussions present content on business trends, digital marketing, and social media strategies. Follow-up includes encouraging the creation of additional social media accounts and optimizing online presence. Monitoring and evaluation are conducted to measure understanding and implementation of digital marketing practices, as well as monitor sales growth through social media. On December 10, 2023, Community Service Activity was held in Mandala Wahyu Coffe Shop, involving five participants and three stages: discussion, digital branding and marketing training, and evaluation. This training aims to enhance the online presence and global competitiveness of the cafe. It is expected that the applied digital marketing strategy will make operations more efficient, promote the company effectively, and increase customer engagement. The result of this community service activity is encouregement to increase sales and develop the business of UMKM Mandala Wahyu Coffee Shop trough optimizing digital marketing in social media. The method involves situational analysis, socialization, follow-up, and monitoring. The promotion mix strategy is expected to be effective in making operational activities and digital marketing more efficient. With the new digital strategy, UMKM can save time and be more effective in promotions. Penelitian ini membahas tingginya konsumsi kopi di Indonesia dan persaingan ketat industri kopi di Bandar Lampung. Meskipun potensi digital marketing besar, hanya 8% pelaku UMKM yang menggunakannya. Oleh karena itu, kegiatan pengabdian masyarakat dari Universitas Lampung bertujuan mendukung UMKM kopi di Bandar Lampung mengadopsi strategi pemasaran digital untuk meningkatkan penjualan dan bersaing di era Society 5.0. Metode kegiatan fokus pada sharing knowledge dan sosialisasi pemasaran digital. Tahap analisis situasi melibatkan kunjungan ke lokasi untuk memahami proses bisnis. Sosialisasi dan diskusi dilakukan dengan menyajikan konten tentang tren bisnis, pemasaran digital, dan strategi media sosial. Tindak lanjut mencakup anjuran untuk membuat akun media sosial tambahan dan mengoptimalkan keberadaan online. Monitoring dan evaluasi dilakukan untuk mengukur pemahaman dan penerapan praktik pemasaran digital serta memantau peningkatan penjualan melalui media sosial. Pada 10 Desember 2023 diadakan Kegiatan Pengabdian Masyarakat yang berlokasi di Mandala Wahyu Coffee Shop, melibatkan lima peserta dan tiga tahap, yakni diskusi, pelatihan digital branding dan marketing, serta evaluasi. Pelatihan ini bertujuan meningkatkan keberadaan online dan daya saing global coffee shop tersebut. Diharapkan strategi digital marketing yang diterapkan akan membuat operasional lebih efisien, mempromosikan perusahaan secara efektif, dan meningkatkan keterlibatan pelanggan. Hasil dari kegiatan pengabdian masyarakat ini adalah dilakukan upaya peningkatan penjualan dan pengembangan bisnis UMKM Mandala Wahyu Coffee Shop melalui optimalisasi digital marketing melalui media sosial. Metode melibatkan analisis situasi, sosialisasi, tindak lanjut, dan monitoring. Strategi promotion mix diharapkan efektif dalam membuat aktivitas operasional dan pemasaran digital lebih efisien. Dengan strategi digital baru, UMKM dapat menghemat waktu dan lebih efektif dalam promosi.

Small and Medium-sized Enterprises (SMEs) in San Pablo City Laguna are pivotal to the local economy, yet they often struggle with adopting sustainable practices due to limited resources. This research investigates the potential of digital marketing as a tool for enhancing the sustainability of these SMEs. The primary aim of this study is to explore how digital marketing strategies can promote sustainability among SMEs in San Pablo City Laguna. The research seeks to identify effective digital marketing practices that contribute to environmental, social, and economic sustainability. A quantitative research approach is employed, utilizing surveys distributed to SMEs in San Pablo City Laguna. The survey collects data on digital marketing usage, resource allocation towards sustainability, and the outcomes in terms of environmental conservation, social responsibility, and economic performance. Statistical methods such as regression analysis and correlation studies are used to analyze the data and determine the relationship between digital marketing efforts and sustainability outcomes. Through a comprehensive analysis, it is evident that adopting digital marketing strategies significantly enhances environmental sustainability, social responsibility, and economic performance for SMEs. The findings underscore the importance of leveraging digital platforms to reduce environmental impact by minimizing the use of printed materials and lowering carbon footprints. Moreover, digital marketing facilitates stronger community engagement, supports local initiatives, and enhances corporate social responsibility efforts. Economically, SMEs benefit from increased customer engagement and sales revenue through effective digital marketing campaigns. These insights highlight the transformative potential of digital marketing in driving sustainable growth and resilience among SMEs in a dynamic business environment.

Digital marketing strategy is an important strategy in the current business field, which leverages digital technology and various digital platforms and tools to interact and communicate with target audiences, in order to enhance brand awareness, increase sales, and promote customer engagement. With the rapid development of internet technology and the increasing demand for digital content, the significance of digital marketing strategy has become increasingly important. However, along with the many opportunities brought by digital marketing, there are also challenges. Enhancing brand awareness, addressing sales issues, and increasing customer engagement have become difficult problems for businesses. By using quantitative and qualitative research methods, combined with empirical data and case analysis, this paper explores in-depth the impact of digital marketing strategy on brand awareness, sales growth, and customer engagement, analyzes the role of digital platforms and tools in brand promotion, as well as the effects of personalized marketing and interactive activities on sales and customer engagement. The results demonstrate that digital marketing strategy has a positive impact on enhancing brand awareness, promoting sales growth, and increasing customer engagement. Through digital platforms and tools, businesses can more accurately target their customers, provide personalized content and interactive activities, and thus expanding their brand influence and attracting consumers attention, improving purchase rates and customers loyalty. This study provides practical guidelines for businesses to develop more effective digital marketing strategies.

The research aims to 1) study the importance of digital competence, digital marketing, digital entrepreneurship, and online entrepreneur performance, 2) study the influence of digital competence, digital marketing, digital entrepreneurship, and online entrepreneur performance, and 3) study digital competence and digital marketing as factors linking digital entrepreneurship and online entrepreneur performance in Thailand. This research is quantitative. The sample consists of 464 online entrepreneurs in Thailand who are registered and not registered with the provincial commercial office. Data were analyzed using descriptive statistics, mean and standard deviation, inferential statistics, and structural equation analysis using the ADANCO program and Sobel's test. The research results found that 1) all factors were of high to high importance, with the most important factors ranked first as follows: firm performance, digital capacity, digital marketing, and digital entrepreneurship. 2) Indirect influence of digital entrepreneurship through digital capacity on firm performance was the most, followed by indirect influence along the path of Indirect influence of digital entrepreneurship through digital marketing to firm performance, and 3) testing for the indirect influence of digital entrepreneurship via digital capacity found that the most significant pathway was Sobel’s test=7.482) followed by digital entrepreneurship via digital marketing affecting the firm performance with Sobel’s test=4.536. Statistically significant at the 0.000 level. Digital capacity and digital marketing are perfect mediators to convey digital entrepreneurs' influence on online entrepreneurs' performance. It would be interesting if online entrepreneurs create product stories through live broadcasts and create content to attract customers together with entrepreneurs to emphasize the subjective norm because it is an opportunity for businesses to communicate directly with customers and receive feedback quickly. In addition, online entrepreneurs can adjust advertising campaigns or content in the digital market immediately when the market changes.

Digital business communication has proven to be a determining factor in increasing the competitiveness and adaptability of SMEs in the midst of a dynamic digitalization era. In addition, the use of the Value Proposition framework in digital marketing strategies has shown significant effectiveness in expanding reach and increasing customer engagement in local product-based SMEs. This study aims to analyze how Gang Gowes implements its value proposition through strategic business communication on Instagram in the context of bicycle tourism in Solo, Indonesia. The demand for tourism, sports, and culinary experiences has grown beyond just recreation and health, but also the desire to socialize, create, upload, and share content on social media platforms, especially Instagram. This study uses a qualitative approach by analyzing Gang Gowes’ Instagram posts and conducting in-depth customer interviews. Through the BMC analysis, we found that Gang Gowes, as a bicycle rental business, implements a value proposition by differentiating itself from other similar bicycle rental business competitors. Gang Gowes offers a spontaneous experience, aesthetic value, and quick services. Furthermore, the use of interactive communication through Instagram provides interesting visualization, routes travelled, and stories built by customers that provide a value proposition to consumers effectively. This study offers a value proposition implementation model that can be replicated by tourism businesses based on experience and visual narratives, a business that can build attractiveness as well as emotional engagement with its consumers.

Under the background of the rapid development of initialization and information technology, short video and live broadcast, as emerging media, have become the means of cultural travel content dissemination with the characteristics of intuitive, vivid and interactive. This study combines big data with the “short video + live broadcast” model to optimize the marketing strategy of the cultural tourism industry. A convolution neural network model is built to analyze a large number of short video and live broadcast data, identify factors affecting content dissemination, and provide accurate marketing suggestions. The results show that there is a significant correlation between user behavior and content interaction, and the communication effect of short video and live broadcast on different platforms has its own advantages. This study provides a scientific basis for cultural tourism enterprises to improve the effectiveness of content communication and user engagement in digital marketing.

This paper explores the transformative role of predictive analytics, artificial intelligence (AI) and machine learning (ML) in reshaping digital marketing strategies, particularly focusing on their impact on return on investment (ROI). It highlights how these technologies empower marketers to optimise campaigns, personalise consumer interactions and drive measurable ROI improvements in a data-driven marketing environment. The study employed a qualitative research methodology and utilised purposive sampling to select participants. Primary data was collected through semistructured interviews, ensuring in-depth insights into the research topic. The integration of predictive analytics, AI and ML significantly enhances digital marketing ROI. Key benefits include improved campaign agility, resource optimisation, reduction in ad spend wastage and increased customer engagement. These technologies enable businesses to deliver personalised, immersive brand experiences while adapting quickly to market demands. This paper underscores the revolutionary impact of combining predictive analytics, AI and ML in digital marketing. It provides valuable insights into how these technologies can drive data-driven marketing excellence by unlocking deeper consumer insights, delivering personalised campaigns and achieving higher ROI. This research offers a roadmap for marketers seeking to leverage advanced technologies in the dynamic digital marketing landscape. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Developing digital marketing strategies based on artificial intelligence (AI) is becoming increasingly important for micro, small and medium enterprises (MSMEs) to compete in the digital economy era. This research aims to analyze the application of AI in digital marketing strategies that can be adopted by MSMEs to increase competitiveness, marketing effectiveness and overall business performance. This study uses a case study approach and literature review to investigate how AI technologies such as data analysis, content personalization, and advertising automation can be integrated into MSMEs' digital marketing practices. The study shows that the application of AI can provide competitive advantages, especially in terms of more accurate market segmentation, advertising cost efficiency, and increased customer engagement and satisfaction. However, this study also found that the main challenges in implementing AI in MSMEs are the limited human resources who understand the technology and the relatively high initial investment. Therefore, so that MSMEs can realize the maximum potential of digital marketing in the era of the digital economy, increased support is needed in the form of training and access to AI technology.

This research paper investigates the transformative influence of the Internet of Things (IoT) on digital marketing strategies. Through a comprehensive survey, the study explores the role of IoT in enhancing the effectiveness of digital marketing initiatives, personalizing marketing campaigns, increasing customer engagement, improving understanding of consumer behavior, and making digital marketing more competitive and innovative. The findings underscore the pivotal role of IoT in revolutionizing the digital marketing landscape, offering a new paradigm for businesses to navigate. However, the study also reveals the challenges faced by managers, including data security and privacy concerns, operational complexities, financial investment, workforce upskilling, and the lack of standardized protocols. As businesses seek to adapt and thrive in the digital age, understanding and addressing these challenges becomes paramount. This research provides valuable insights into the evolving relationship between IoT and digital marketing, paving the way for further exploration and practical applications in this dynamic field.

Purpose This study aims to investigate the comprehensive conceptualization how digital marketing and its adoption increase the productivity of small and medium-sized enterprises (SMEs), as well as the impact of technological orientation, customer relationship management and digital marketing on SMEs’ business performance in emerging markets (EMs). Design/methodology/approach Anchored by social network theory, 178 SMEs were conveniently drawn from the National Board for Small Scale Industries now Ghana enterprise agencies in Ghana. The hypotheses were analysed using the SPSS package tool, and structural equation modelling was used, as well. Findings This study reveals that the conceptualization and adoption of digital marketing positively affect the performance of SMEs’ business management in EMs. In addition, a positive moderating effect of dynamism is observed in the relationship between digital marketing and SMEs’ business performance. Research limitations/implications This study focuses only on SMEs from the Greater Accra and Ashanti regions of Ghana as an EM, and it proposes priorities for future research streams in both developed and emerging countries. Practical implications The findings encourage SMEs to develop quality digital marketing technologies, good customer relationships and technological orientation and customer relationship management competencies in EMs to maximise profit. Originality/value This paper fills considerable knowledge, evidence and contextual gaps in the literature on SMEs, entrepreneurship and marketing in EMs by presenting a comprehensive overview of how SMEs can use digital marketing in an EM context to achieve the following: customer acquisitions, satisfaction and retention; increased profitability; quality service delivery; value creation; and cost reductions.

The paper aims to discover the most promising digital networking business opportunities in today’s Chinese market, and how those new opportunities relate to the collective social networking culture rooted in Chinese consumers and businesses. The paper analyzes the enormous digital business environment in China for e-commerce, digital marketing, e-learning, consumer behavior, IT outsourcing, software development and innovation. The analysis discovers huge opportunities in China’s digital social business that leverages the collaboration culture for both consumer and business audience. A classification to China’s digital audience and current key global and domestic players in the digital market are provided. The market is still far from maturity with an enormous growth rate. Although local players dominate the market, new market entry depends primarily on new digital product features that leverage social interaction and networking. Current key players copy Western social networking business model style without taking advantage of China’s collective culture. The market size is huge, however, concentrated in urban areas and for specific income levels. The research finds opportunities in consumer digital social shopping, mobile social shopping and professional digital networking. The paper provides implications and recommendations for international and domestic investors that include ideas for new digital products and market penetration strategies.

The purpose of the article is to determine the international aspects of the digital economy in the context of digitalization of the national economy. The article describes the importance, principles, main components, challenges, opportunities, etc. of the digital economy. the international aspects of the digital economy were widely investigated, the measures implemented in the field of the digital economy in Azerbaijan and the achieved achievements were noted, the results and suggestions were given. The article also discusses the topic of digital marketing and its importance for successful online business promotion. Digital marketing is a strategic approach based on the use of digital technologies and communication channels such as the Internet, social media and mobile devices. Covers the key elements of digital marketing, including content marketing, search engine optimization, search engine advertising, social media marketing, and email marketing. The topic of personalization and targeting is covered, which allow you to reach your target audience with maximum efficiency. Examples of successful campaigns and innovative approaches that help you stand out from your competitors are presented. The acceleration of changes in the environment, the emergence of new demands and changes in consumer position, increasing competition for resources and globalization of business, the development of social networks that make possible the lightning-fast dissemination and receipt of information, the widespread availability of modern technologies, as well as a number of other reasons have led to a sharp increase in the importance of digital sales marketing. Currently, the importance of online advertising for promoting goods and services of organizations is growing. This is due, first of all, to the fact that thanks to new marketing tools it is possible to determine the audience most interested in a particular product. This is helped by the ability to show ads to specific people, convenient statistical services and good adaptation to mobile devices, which force us to pay attention to social networks as a promising platform for new advertisers. However, there is no strategy that is uniform for all companies. Each company is unique, therefore the process of developing a digital marketing strategy for each company is also unique, since it depends on many factors, for example, the company’s position in the market, the dynamics of its development, its potential, the behavior of competitors, the characteristics of the product it produces or the impact it services, the state of the economy, the cultural environment and many other factors. Thus, in order to develop a strategy for a particular company, the first step is to analyze its internal and external environment. In the modern world, it is very important for progressive companies to have competitive advantages. Technology is constantly evolving and its influence is expanding, which influences the further development of digital marketing. Widespread digital marketing channels provide new opportunities to engage with potential customers. Strategies can evolve into best practices. Digital marketing opens up more opportunities to help customers find their product. Establishing a closer connection makes customers more loyal. Social networks and other communication channels are also developing at a rapid pace. A virtual world is created where everything is shaped in accordance with user preferences Keywords: digital economy, digital marketing, internet marketing, digital technologies, content marketing, search engine optimization (SEO), search engine advertising (SEA). social media marketing.

Great progress has been made in the field of marketing and sustainability. Nevertheless, there is still an important gap between the behavior and beliefs of society and markets about sustainability, and companies’ capability to understand and face this trend. Digital marketing is key to filling this gap. However, research in digital marketing and sustainability is very scarce. The purpose of this research is to examine the literature in the subject, since 2009 until 2018, and to elaborate a research agenda about digital marketing and sustainability. Through a previous analysis based on bibliometrics, a research agenda has been developed that shows the main challenges for the digital marketing and sustainability field: (1) customer orientation and value proposition; (2) digital consumer’s behavior; (3) digital green marketing; (4) competitive advantage; (5) supply chain; and (6) capabilities. This work contributes to the development of the research in digital marketing and sustainability, suggesting various challenges for the field that lead to future lines of research, and favoring the development of a new research approach capable of reducing the existing gap between society and business on sustainability issues.

Digital marketing has become an essential element in modern business strategies, especially in the ever-evolving digital age. This article explains the importance of digital marketing in optimizing business, focusing on the various strategies that can be implemented to achieve specific business goals. In this context, knowledge of target audience characteristics, selection of the right digital platform, and provision of quality content are key. In addition, this article discusses various digital marketing strategies, including SEO, SEM, social media marketing, and the use of influencers. By utilizing digital technology and data analytics, companies can increase customer engagement, expand market reach, and achieve sustainable growth. Digital marketing is not just about reaching consumers, but also about building strong relationships to create long-term value for the company.

The use of social TV applications to enhance the experience of live event broadcasts has become an increasingly common practice. An event profile, defined as a set of keywords relevant to an event, can help to track messages related to these events on social networks. We propose an event profiler that retrieves relevant and interesting tweets in a continuous stream of event-related tweets as they are posted. In our application, these tweets are to be displayed in real time along with the live broadcast of an event. To test our application we have executed a user study. Feedback is collected during a live broadcast by giving the participant the option to like or dislike a tweet, and by judging a selection of tweets on relevancy and interestingness in a post-experiment questionnaire. From the experimental results we conclude that our event profiler is capable to find relevant keywords which leads to retrieval of a higher number of relevant and, on average, more interesting tweets than using only a manually selected keyword.