Digital Marketing Strategies Research Articles

Research On Marketing Strategy of Social Media Platform: A Case Study Based on Tiktok

In the context of the digital age, the frequency of using social media platforms in people's lives is increasing. This paper discusses the market overview, marketing strategies, success reasons and future prospects of Tik Tok as a new social media platform. The research methods include literature review and empirical analysis. The literature review section provides theoretical support for subsequent case analysis based on previous research results; Through specific cases and data, the empirical analysis shows the marketing strategies of TikTok as a representative of social media platform in different market environments. This study aspires to deliver valuable insights and strategic lessons for businesses and digital platforms by meticulously examining TikTok's digital marketing strategies. By delving into a profound analysis and offering a holistic assessment, this research endeavors to furnish substantial empirical evidence and theoretical frameworks. These contributions aim to deepen the comprehension and academic discourse surrounding TikTok's influence and competitive edge within the dynamic global social media landscape. Furthermore, the findings are anticipated to inspire innovative approaches to digital marketing, emphasizing the significance of adaptive and data-driven strategies in today's interconnected digital ecosystem.

Маркетинг туризма: инновации и тренды

The modern tourism industry is in constant motion, being influenced by various innovations and trends. Marketing has become a key element of success in this industry, allowing companies to attract more customers and remain competitive. In the rapidly changing world of tourism, it is necessary to constantly monitor the latest technologies and strategies in order to attract the attention of the target audience. Marketing in the tourism industry has undergone significant changes and evolution over the past decades. Since the time when travel companies limited themselves to offline advertising in print media and working with travel agencies, today they are actively using digital marketing strategies and technologies to attract potential customers. From classic advertising branding to data analytics and virtual reality, tourism marketing continues to evolve and adapt to the changing demands of modern travelers. The article analyzes the current trends in the development of tourism marketing: personalization of services; digitalization and use of artificial intelligence in the promotion of tourism products and communications of tourism entities; actualization of socio-ethical concepts of tourism marketing and partnership marketing; a request for tourism safety as one of the strategic directions of state regulation of tourism; a trend towards the development of creative marketing based on an innovative approach and strategy for introducing innovations to the creation and promotion of tourism services. The conclusion is made about the synergetic complementarity of the indicated trends, which make it possible to create and promote fundamentally new travel products and services on the market that are relevant to the goals and values of consumers of travel services.

Analisis Strategi Pemasaran Digital pada Apotek Pendidikan Sekolah Farmasi ITB

This research aims to analyze and develop an effective digital marketing strategy for the Apotek Pendidikan Sekolah Farmasi ITB. This research uses IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) to identify internal and external factors, as well as appropriate marketing strategies for the company. In addition to qualitative descriptive analysis, this study also utilizes SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), SWOT Cartesian Diagram, and SWOT Metrics as solutions obtained from the SWOT analysis. The results of this research show an IFAS score of 3.15 and an EFAS score of 2.65 indicating that the pharmacy has a very good ability to utilize existing external opportunities. In the Cartecius SWOT diagram, it is in a very advantageous position to grow rapidly ("Growth"). This is indicated by the coordinates (X: 0.25; Y: 0.35) which reflect the internal strength of the study program and great external opportunities. So that in the SWOT strategy matrix the most appropriate to apply is SO where this is in line with the Aggressive strategy in the results of the Cartecius diagram.

Proyek Pemasaran Digital di Sosial Media dan E- Commerce Melalui Pembuatan Content Marketing dan Advertising Campaign Untuk Meningkatkan Brand Awareness Racabel

This study aims to analyze the digital marketing strategies implemented by Racabel, a local fashion accessories brand, to enhance brand awareness through social media and e-commerce platforms. The project includes creating marketing content and paid advertising campaigns across platforms such as Instagram, TikTok, Shopee, and Tokopedia. The strategy focused on content optimization to strengthen audience interaction and increase engagement on social media. The results of these campaigns show a significant increase in followers, engagement rates, and sales conversions on marketplace platforms. With the right content optimization and measurable advertising strategies, Racabel successfully expanded its market reach and improved brand awareness among the target audience.

The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations

This research intends to evaluate the effect on the performance of small and medium enterprises (SMEs) of technological developments, including digital marketing, and to determine the variables that affect the relationship. Because these businesses are essential to driving local economies, boosting local economic growth, and creating job opportunities, this is a very important question, and figuring out how to best help them succeed through digital marketing is critical. The data were generated from a sample of 190 marketing companies, and each of the managers of these companies was surveyed for the information needed. This research focuses on the impact of SMEs’ performance through digital marketing strategies, including online advertising, social media marketing, search engine optimization (SEO), and customer engagement through digital channels. A further analysis was performed looking at the mediating effect of digital transformation on the relationship between digital marketing and firm performance. The theoretical lens in the current study is the Technology Acceptance Model (TAM), which argues that technology use depends on perceived use and perceived usefulness. The results revealed that digital marketing is essential for SME effectiveness, as a driver of digital transformation, leading to stronger economic results and an enlarged market presence. Engagement with customers on digital channels to understand their behavior and preferences helps organizations create better experiences and products, and sell smarter as well. This offers application insights to the practitioners and proves the empirical data telling the SMEs how to plan the adoption of digital marketing. It also offers policy recommendations to authorities on how to promote digital innovation and provide financial and technical assistance to SMEs in this vital area.

Digital Marketing Strategy for MSMEs to Increase Competitiveness of Local Products

General background in the current digital era, small and medium enterprises (MSMEs) are a vital component of local economic development, particularly in rural areas. Specific background MSMEs producing local products such as bags and suitcases are prominent in certain regions, but face significant marketing challenges. Knowledge gap: However, few studies have explored the application of digital marketing strategies to improve the competitiveness of local MSME products.This study aims to analyze the application of digital marketing as a marketing strategy for local village products to increase the competitiveness of MSMEs using a SWOT analysis approach. The results show that MSMEs need strong government and institutional support to overcome market barriers and adopt advanced marketing techniques. The findings emphasize the importance of training and mentoring programs to enhance technical and managerial skills, as well as the introduction of new technology. Additionally, creating a community of craftsmen and entrepreneurs can foster knowledge-sharing and expand business networks, contributing positively to the competitiveness of local products. Novelty the study introduces a comprehensive approach that combines digital marketing and community building, which has not been extensively studied in the context of rural MSMEs. The implications of this research suggest that by leveraging digital platforms and forming supportive networks, MSMEs can increase their market reach and competitiveness, contributing significantly to local economic growth. Highlights: MSMEs require digital marketing strategies to boost product competitiveness. Government support and training are crucial for overcoming market challenges. Community-building among craftsmen enhances business networks and knowledge-sharing. Keywords: MSMEs, Digital Marketing, Competitiveness, Local Products, SWOT

Enhancing Digital Literacy in Balongdowo Village for MSMEs Development through Digital Application Training

The development of digital literacy is an important aspect in mastering digital marketing strategies, especially in the face of today's global competition, given the importance of digital literacy, the right product marketing strategy is needed to improve the digital competence of Micro, Small, and Medium Enterprises (MSMEs) through seminars and workshop assistance for UMKM entrepreneurs in Balongdowo village. The purpose of this community service activity is first to increase digital marketing knowledge and develop digital literacy of MSMEs business actors in Balongdowo Village, Candi District, Sidoarjo and the second is to implement Digital marketing applications (Istagram, Facebook, Sophee, Tokopedia platforms) through workshops and mentoring activities that focus on marketing village products involving resource persons who are experts in the field of digital marketing. The target of this activity is UMKM entrepreneurs and young entrepreneurs in the Balongdowo Village area. The results of this service activity show a significant increase in participants' knowledge and skills in utilizing technology to manage transactions and market MSMEs products. In addition, the participants were aware of the importance of digital security and ethics in the use of information. Overall, this activity succeeded in increasing the enthusiasm of UMKM actors to understand and apply digital marketing technology. And it is hoped that participants will be more prepared to compete positively, both at the local and national levels. In the future, it is hoped that continuous training can be held as a strategic step to ensure the sustainability of the use of technology in the management of MSME businesses in Balongdowo Village.

MSME Jatirejo: Together With KKN MB Posko 10 UIN Walisongo Semarang, Exploring the Diversity of MSME Products in the Tourism Village of Jatirejo Subdistrict.

This research discusses the economic potential and creativity of the community in Jatirejo Village, particularly through thematic approaches and Micro, Small, and Medium Enterprises. (MSME). The village of Jatirejo is famous for its various themes, including the Thematic Village of Kolang-Kaling (KOKOLAKA) in RW 1, which has become the icon of the area. The KOKOLAKA Village has 11 businesses processing kolang-kaling, including candied treats, crackers, meatball tofu, and Nasi Guling, which is a signature cuisine of Jatirejo. In addition, Jatirejo Village also has the Chili Pepper Thematic Village (KAMBERA) in RW 2, the Red Ginger Thematic Village (KAJERA) in RW 3, and the Green Fresh Farm (GFF) in RW 4. This culinary diversity not only meets daily food needs but also becomes a product that can be exported to other regions. This research also emphasizes the importance of digital marketing strategies to enhance sales and the popularity of MSME products, as well as identifying the challenges they face. Thus, Jatirejo Village can be said to be one of the areas with strong economic potential and high creativity, with various thematic types and small and medium enterprises (MSMEs) that demonstrate the local community’s dedication to developing the local economy and improving the quality of life for its residents.

Empowering Economic Growth in Balongdowo Village, Sidoarjo, East Java: Pioneering a Digital Tourism and Marketing Initiative

Balongdowo Village, recognized as the largest producer of Kupang in Sidoarjo Regency, has significant potential for economic development through its local seafood products. This community service program aims to enhance the economic sustainability of the village by empowering local businesses and introducing digital marketing strategies. The program focuses on promoting Kupang-based products through e-commerce platforms such as Tokopedia, Shopee, and Bukalapak, expanding market reach beyond the local area. Additionally, the initiative supports the development of a village information system portal to highlight the village’s profile, potential, and services. By integrating digital tools into marketing and village management, the project seeks to transform Balongdowo into a self-sufficient digital village. The program includes training sessions for local business owners and village officials on e-commerce usage, product presentation, and website management. The result is the successful establishment of online shops for local businesses and the launch of the Balongdowo village website, creating new opportunities for economic growth and improved public services.

An Analysis of Digital Marketing Strategies and Website Content Usage : Key Requirements, Metrics and Tactics for Hyper-Personalized SMEs Websites

The study evaluates the integration of website content into Digital Marketing Strategies (DMS) to drive the hyper-personalization of Small and Medium Enterprises (SMEs) websites. The study's objectives were to analyse the key requirements and metrics for integrating website content and DMS for SMEs websites, examine the relationship between website content consumption patterns and DMS, and suggest data-driven tactics for hyper-personalized SMEs websites. The study employs a descriptive design and targets a sample of 95 Digital Marketing Agencies using random and purposive sampling techniques. Data collection was through an online questionnaire and desktop research. Data analysis was done through content analysis and the IBM SPSS statistical tool for descriptive and inferential statistics. The Spearman’s rank correlation revealed patterns highlighting both positive and negative monotonic associations between website content usage and DMS. Additionally, the results show that digital marketing strategies have a statistically significant impact on content usage that can influence the hyper-personalization of websites. In today’s competitive landscape, hyper-personalized websites are essential for SMEs to stand out. Therefore, the study suggests data-driven tactics for leveraging hyper-personalized websites to gain a competitive edge in the digital era.

Digital Marketing Strategies – A study on Samsung Mobile Phones

This study investigates the impact of digital marketing strategies on brand awareness and consumer engagement with a specific focus on Samsung mobile phones. As the mobile industry becomes increasingly competitive, brands must leverage digital platforms such as social media, search engines, and influencer marketing to stay relevant and connected with their audience. This research aims to assess the effectiveness of these channels in influencing consumer perceptions, fostering engagement, and driving brand loyalty. Through a combination of surveys and data analysis, the study explores consumer interactions with Samsung's digital marketing strategies, such as social media advertising, video marketing, and email campaigns. It evaluates how these strategies shape brand awareness and consumer behaviur, providing insights for improving Samsung’s digital marketing approach. Findings from this study will offer practical recommendations to enhance Samsung's digital presence, increase consumer engagement, and maintain competitive advantage in the mobile phone market.

Sosialisasi Strategi Digital Marketing pada UMKM di Desa Gisting Bawah : Studi Kasus Keripik Pisang Anggun

This study examines how micro, small and medium enterprises (MSMEs) in Gisting Bawah Village, Tanggamus Regency, Lampung Province, use digital marketing strategies. The focus of the study is Anggun banana chips. The purpose of this study is to examine current digital marketing practices, identify problems and opportunities, and find ways to increase sales and expand market reach. Using an observation and interview approach, this study found that, although Anggun banana chips have growth potential due to their high-quality products and organized production processes, the company faces difficulties in creating consistent content and creating effective promotional strategies on the internet. This part of the study provides MSME owners with practical knowledge on how to create engaging content, optimize the use of social media, and use successful digital marketing strategies. This study shows that MSMEs such as Anggun banana chips can significantly increase their market visibility, strengthen customer relationships, and potentially increase their revenues by using the right digital marketing techniques. This study will add to the body of research on rural MSMEs using digital marketing and offer practical insights for similar businesses looking to improve their brand's digital presence.

Impact of Digital Marketing Strategies on Marketing Performance: Role of Social Media Performance and E-commerce

E-commerce utilization has turned into a part of our regular routines. Ease of access and wide range of audience has made social media an effective medium to increase the marketing performance of firms. Due to its importance, the Fast moving consumer goods and retail businesses in Pakistan have employed social/ digital media managers to manage their social media platforms like Facebook, Instagram, etc. The social media managers have designed digital marketing to increase their social media performance. This is shown by the number of followers, likes, and sharing by the target audience and prospective customers. The job and abilities of Web based business assumed a significant part in our research. At the culmination, 232 respondents’ outcomes were taken into contemplation for our data analysis by using SPSS and Hayes Process Macro. The direct relationships have significant values and all hypotheses are accepted. The research attempted to help brands, and social media managers devise better strategies to increase their market share and social media ratings. It also tried to contribute to literature for firms who are left far behind in employing the E-commerce and social media strategies framework to enhance their market performance and online transactions abilities. Additionally, our research examination adds to the current writing by offering bits of knowledge for firms that still can't seem to completely use internet business and entertainment procedures. By taking on these structures, organizations can further develop their market execution and online exchange abilities. Our review highlights the groundbreaking effect of advanced advertising on business development and client commitment.

The impact of digital fashion marketing on purchase intention

PurposeThis study aims to examine the effect of digital fashion marketing on consumer purchase intentions. Rooted in the stimulus–organism–response framework, it explores how digital marketing strategies in the fashion industry influence consumer attitudes and satisfaction, ultimately affecting their purchasing decisions.Design/methodology/approachIt is mainly focused on the attitudes, satisfaction, and purchase intentions of young consumers in China and South Korea toward fashion brands stimulated by digital fashion shows and non-fungible tokens. This study modifies the research model through case studies, collects data through questionnaires, and analyzes the data using fsQCA and AMOS.FindingsThe findings of the fsQCA study show that stimuli impact consumers’ attitudes, satisfaction, involvement, and willingness to rewatch. The multigroup analysis shows that social norms and images have a greater influence on individuals in China, whereas Korea has a higher direct effect of individual involvement on consumption behavior.Originality/valueThe study is useful for global fashion brands because it emphasizes the role of digital innovations in shaping consumer–brand relationships and makes strategic recommendations for sustainable growth in the digital fashion landscape.

STRATEGI DIGITAL MARKETING DAN KUALITAS PELAYANAN TERHADAP PENINGKATAN PENJUALAN HUNIAN HOMESTAY DI HUTA SIALLAGAN, KABUPATEN SAMOSIR

This study aims to analyse the effect of digital marketing strategies and service quality on increasing homestay sales in Huta Siallagan, Samosir Regency. Huta Siallagan is a tourist village known for its rich Toba Batak culture and is a popular tourist destination. However, homestay managers in this area face challenges in increasing sales amid increasingly fierce competition. Therefore, this study examines two important factors: digital marketing strategy and service quality, which contribute to increasing sales. The research method used is quantitative method with saturated sampling technique. The respondents of this study were 30 homestay managers or owners in Huta Siallagan. Data were collected through questionnaires that included digital marketing strategy variables (X1) and service quality (X2), as well as the dependent variable of sales increase (Y). Data analysis was conducted using multiple linear regression tests, t tests, F tests, and coefficients of determination to measure the influence of each variable. The results showed that digital marketing strategies and service quality significantly influenced the increase in homestay sales. Partially, digital marketing strategy has a more dominant influence than service quality, although both contribute positively. In the coefficient of determination, these two variables contributed 84.5% to the increase in homestay sales. In conclusion, the synergy between effective digital marketing strategies and good service quality is essential to increase homestay sales in Huta Siallagan. Therefore, homestay managers need to optimise these two aspects in order to compete and increase revenue in the tourism industry.

Perancangan Strategi Digital Marketing Pada Brand Sofia And Jenna Menggunakan Metode SOSTAC

The development of the Muslim Fashion Industry is increasingly rapid every year. This indicates that competition is getting tighter and the potential market for Muslim fashion in Indonesia continues to increase. Sofia and Jenna are one of the business actors operating in the Muslim fashion sector. Sofia and Jenna is a local brand that produces its own clothes (self-manufactured) which was founded in 2020. Even though it has been operating for several years, sales of Sofia and Jenna from January 2023 to October 2023 experienced fluctuations, in fact sales growth was still below Indonesian fashion industry. This is caused by several factors, namely low heart share and suboptimal use of digital marketing platforms, so this affects Sofia and Jenna's sales performance. For this reason, deeper observations were made regarding alternative solutions related to product, place, resource and promotion aspects. Of these four aspects, there is one aspect that shows the roots of the problem more than the other aspects, namely the promotion aspect. This research was conducted using the SOSTAC method which went through six stages, namely Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. The aim of designing this digital marketing strategy is as a promotional medium and is expected to increase sales and marketing performance so that it can increase awareness of the Sofia and Jenna brand. Based on the digital marketing strategy design, this final project produced a design for the use of Social Media Optimization (SMO), Content Marketing, Partnership, Video Marketing, Linktree, User Generated Content (UGC), and Mobile Commerce Optimization tools. Then, the design is visualized using a Strategy Map. Through a structured and data-based approach, Sofia and Jenna are expected to be able to improve their position in the Muslim fashion market, as well as increase competitiveness and consumer loyalty towards the brand.

Enhancing Environmental Awareness Among Entrepreneurs and Digital-Based Marketing Mechanisms for MSME Products

Environmental awareness among MSME actors in the Dauh Puri Kangin Village area is important to consider as it can positively impact the environment and public health. Here are some key points regarding the environmental awareness of MSME actors: 1. Applying business environmental ethics can reduce the negative impact of MSME production and create business sustainability. 2. Understanding and awareness among MSME actors are necessary for waste management. 3. The government needs to assist MSMEs by facilitating waste management, such as ensuring the operation of wastewater treatment facilities. In addition to environmental awareness, MSME actors also need to pay attention to other issues, such as limited business capital, licensing problems, financial management, lack of product innovation, and difficulties in business development. Digital marketing mechanisms for MSMEs in the Dauh Puri Kangin Village area can be implemented using digital technology and online platforms to achieve marketing goals. Some digital marketing strategies that MSMEs can adopt include: 1. MSMEs can create their own sales website to design the layout, ambience, product catalogue, and promotions. The website should be mobile-friendly for easy access via smartphones. 2. MSMEs can leverage social media as a promotional tool for sales. They can create special groups on platforms like WhatsApp and Line to send product catalogues to loyal customers. 3. MSMEs can collaborate with marketplaces to sell their products. Marketplaces like Shopee and Tokopedia provide security for MSMEs regarding payments. 4. MSMEs can implement email marketing as an online marketing strategy. 5. MSMEs can provide responsive and effective customer service through digital channels such as email, social media, and online chat. Important principles in digital marketing include understanding the target market and consumer behaviour in the digital space, identifying digital platforms that align with the target audience, and analyzing data to measure marketing performance.

Exploring Factors Contributing Towards Purchase Intention of Yogyakarta’s Fashion Goods via Digital Marketing

To remain competitive in the VUCA era, Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta need to strengthen their digital sales strategies to reach a broader customer base. This research investigates the factors influencing local consumers' purchase intentions towards Yogyakarta's products through digital marketing. Grounded in the Theory of Planned Behavior and the Digital Marketing Mix model, data was collected via Google Forms using snowball sampling. The pilot test showed strong reliability (Cronbach's alpha = .97). Exploratory Factor Analysis (EFA) identified six key factors from 47 items: Digital Marketing Mix (28 items; loadings 0.794–0.934), Consumer Engagement (7 items; loadings 0.779–0.856), Perceived Behavioral Control (3 items; loadings 0.905–0.924), Attitude (3 items; loadings 0.858–0.886), Purchase Intention (3 items; loadings 0.847–0.884), and Subjective Norm (3 items; loadings 0.840–0.907). The findings confirmed the scales' reliability and highlighted the impact of digital marketing on consumers' purchase intentions. This study suggests that the Theory of Planned Behavior and Digital Marketing Mix are influential in assessing purchase intentions for Yogyakarta's fashion goods, providing insights applicable to the broader Indonesian market. Based on these findings, MSMEs in Yogyakarta should develop effective digital marketing strategies, optimizing their marketing mix to positively influence consumer purchase intentions. This is crucial for adapting to rapid technological changes that may alter consumer behavior and for ensuring business sustainability.

ANALISIS DIGITAL MARKETING DAPAT MENINGKATKAN PURCHASE INTENTION PRODUK UMKM MELALUI CONTENT MARKETING DI KABUPATEN PENAJAM PASER UTARA

This study aims to analyze the influence of digital marketing on the purchase intention of MSME products in Tengin Baru Village, Penajam Paser Utara Regency, with content marketing as a mediator. The method used is SEM-PLS with Smart PLS 3.0, testing the relationship between digital marketing, content marketing, and the purchase intention of MSME consumers. The research results show that digital marketing has a significant effect on purchase intention with a path coefficient of 0.786, and a strong influence on content marketing with a path coefficient of 0.812. Additionally, content marketing mediates the effect of digital marketing on purchase intention with a path coefficient of 0.296, though its influence is smaller compared to the direct effect of digital marketing. The discussion reveals that digital marketing strategies are crucial for MSMEs to increase consumer purchase intention. Content marketing plays an important role as a mediator, strengthening the influence of digital marketing by building closer relationships with consumers and increasing brand awareness. These findings are consistent with previous research that emphasizes the importance of content marketing in maximizing digital marketing strategies. In conclusion, digital marketing has proven to be effective in enhancing purchase intention, especially when supported by engaging and relevant content marketing. Therefore, MSMEs in Penajam Paser Utara should prioritize digital marketing while enhancing content strategies to maximize their impact on consumer purchase intention. For future research, MSMEs in this region are advised to continue developing digital marketing strategies and improve their literacy and skills in creating effective content marketing to strengthen their influence on consumer purchase intention.

Business Empowerment through Digital Marketing Strategy and Accounting Report at KWT Permata

Women Farmers Group (KWT) is a forum that provides opportunities for women to participate in advancing the agricultural sector. One example is KWT Permata, which is expected to provide opportunities for women in villages to channel their abilities in cultivating agricultural land. Activities held by KWT Permata, such as technical training, business management, and product marketing, aim to improve women's self-actualization in their social environment. This study will explore the role of KWT in empowering village women in Bali, especially through kombucha production, the challenges faced, and its impact on their economic and social welfare. KWT Permata has been well managed and has been touched by assistance from the Government to support the work of the KWT, but there is no or does not yet know the procedures for bookkeeping/daily records related to production, income, costs, profit and loss , so they really don't know clearly the financial conditions and positions, there is no marketing model to promote their products, the packaging is still simple and does not have a brand, and the conditions and environment of the business premises in terms of marketing are very far from the city so that the scope of product marketing is limited.