Digital Marketing Technologies Research Articles

Empowering Women Entrepreneurs: Bridging the Digital Divide through Digital Marketing Technology Adoption

Empowering Women Entrepreneurs: Bridging the Digital Divide through Digital Marketing Technology Adoption

Marketing Innovation and the Performance of Small and Medium Enterprises in Oyo Township, Nigeria

The performance of SMEs has continued to generate immense research attention among scholars and researchers in the extant literature. Many factors have been investigated in SME performance but there remain some literature gaps. Based on this premise, the present study examined the direct influence of marketing innovation on SME performance and also investigated the mediating role of research & development in the relationship between marketing innovation and SME performance. The study adopted a survey research design and data. A structured questionnaire was used to collect data from 175 small-medium enterprises in Oyo township using a convenient sampling technique. Two hypotheses were tested with the IBM-SPSS version 25. The study found that there is a positive relationship between perceived product innovation and perceived performance. The study found that perceived collaboration innovation exhibited a positive relationship with perceived performance. The study found that perceived distribution channel innovation also showed a positive association with perceived performance. The study found that there was a joint influence of (product innovation, digital marketing technologies, collaboration innovation, and distribution channel innovation) on perceived performance. The study found that research & development mediated the relationship between perceived workload and life satisfaction. The study concluded that marketing innovation influences SMEs' performance and research & development also mediated the link between marketing innovation and SMEs performance.

PENDAMPINGAN KEWIRAUSAHAAN UNTUK MAHASISWA DAN PENGEMBANGAN DIGITAL MARKETING DI KECAMATAN CIAWI

The urgency of this activity is to promote student products so that the products can be femilar in the market. The purpose of this community service activity is to provide assistance starting from management, packaging to marketing (promotion with digital marketing) applying economic analysis using BMC (Bussines Model Canvas) BMC is very helpful to speed up the process of analysing business strengths and weaknesses. Knowing the strengths and weaknesses, the analysis of needs and profits can be done quickly and effectively. The partner in this activity is "For You", a form of MSME business that offers various gifts. The method of implementation is Preparation for Determination of PkM locations, then the team conducts Introductions by coordinating and consulidating with Gift Shop partners "For You". Furthermore, conducting counselling and mentoring Production and marketing operations Implementation of production activities Business training on Social Media Gift Shop "For You" Participants who are active in this activity are 6 people The results of its implementation are able to use digital marketing technology to market their gift products using digital marketing using mass media, seen the number of visitors who see the products displayed by partners on their social media accounts

Marketing And Business Development Strategies To Improve The Quality Of Digital Marketing And Digital Innovation In Micro, Small, And Medium Enterprises Omah Kepiting In Surabaya

A business that can build a ready innovation ecosystem will tend to have better digital marketing capabilities than other competitors. Digital marketing adoption indicates the level of use of digital marketing technology in an organization. The research aims to determine the effect of digital marketing adoption on digital marketing capabilities in Omah Kepiting Micro, Small, and Medium Enterprises in Surabaya. In this research, the data were analyzed using the PLS-SEM statistical method to determine the weight of each research indicator. The PLS-SEM method was chosen because there was an abnormality in the distribution of the data and the research required latent variable scores for further analysis. These findings are interesting because although the readiness of the innovation ecosystem does not have a direct effect on digital marketing adoption (?= 0.114; P-value > 0.05), digital marketing adoption turns out to have a significant positive impact on the company's digital marketing capabilities (?= 0.125; P- value < 0.05). Conclusion of digital transformation in improving the company's digital marketing capabilities, which can be the main driver in facing increasingly complex market dynamics and increasingly fierce competition.

Factors Affecting the Digital Readiness and Adoption of Digital Marketing of Vegetable Farmers in CALABARZON, Philippines

Purpose - The paper analyzed the factors affecting the digital readiness and adoption of digital marketing by vegetable farmers in CALABARZON, Philippines. It assessed knowledge on different digital marketing technologies, evaluated access to and use of digital devices and marketing platform, and determined the cost of digital marketing adoption.
 Design/Methodology/Approach - A total of 773 vegetable farmers were selected using disproportionate stratified random sampling, and then personally interviewed. Adapting the methodologies of Horrigan (2016) and Roberts and Hernandez (2019), farmers were categorized based on digital readiness. Correlation and Probit analyses were performed to determine the factors affecting digital readiness and adoption of digital marketing.
 Findings - Results revealed the following: unprepared (0.33%), traditional (14.49%), reluctant (25.00%), cautious clickers (53.33%), and digitally ready (6.85%). Only 14 percent were digital platform users; the most common gadget used was mobile phone, and while home Wi-Fi and cellular data were the most popular connections, they were still unstable. Adoption of digital marketing lessened vegetable marketing cost. Those single with a higher level of education, household income, and larger household had higher digital readiness level. Digital marketing adoption was positively affected by level of education and digital readiness, but the cost of adoption had negative effect.
 Research Implications - The results suggest the implementation of location- and readiness level-specific training and digital literacy programs; improvement of Internet infrastructure in major producing areas; and the provision of institutional support to prevent scam and fraudulent transactions to enhance the digital readiness and adoption of digital marketing by farmers.

Marketing in the Digital Age - Adapting to Changing Consumer Behavior

The digital age has transformed consumer-brand interactions, requiring a nuanced grasp of evolving digital consumer behaviors and expectations for effective marketing strategies. This study aims to investigate changing consumer behavior influenced by digital technologies and marketing. A descriptive cross-sectional study was conducted involving 204 respondents engaged in digital marketing technology. Self-administered questionnaire was distributed via Google Form through various social media platforms and emails, and collected data was analyzed using SPSS version 25. The findings revealed pervasive influence of digital platforms, with 79.9% awareness of digital marketing concepts and 94.1% making online purchases after encountering digital advertisements. Informed decision-making is found evident, as 86.3% review product information before online purchases, and 84.3% express trust in information from blogs and websites. The study found that the consumer perceptions of digital marketing, revealing positive sentiments towards content, satisfaction with social network marketing, and the role of digital media in aiding decision-making. The study highlights the significant impact of digital marketing on consumer behavior, emphasizing the need for businesses to strategically leverage social media, enhance online product information, and tailor marketing approaches to align with diverse consumer preferences.

MCDM Methods for Digital Marketing Technologies: Assessment & Evaluation

In the current digital era, digital technologies foster the development of digital marketing models to attract new customers and retain existing customers. However, with the availability of multiple technologies to facilitate the desired objectives. The decision makers face challenges towards selecting the right digital technology through consideration of several conflicting and asymmetric criteria related to the customers, organization, and the market environments. In this pursuit, firms can adapt Multi-Criteria Decision-Making Models to promote optimal decision making.

МАРКЕТИНГОВИЙ МЕНЕДЖМЕНТ В СИСТЕМІ УПРАВЛІННЯ СКЛАДОВИМИ АГРАРНОЇ ЕКОНОМІКИ

The article examines the place and role of marketing management in the management system of components of the agrarian economy. Agrarian economy is an important branch, since agriculture determines the economic activity of a large part of the population of many countries and plays an important role in providing food and raw materials to other sectors of the economy. Marketing management in the agricultural economy management system is important. Its approaches, methods and tools help meet consumer needs, bridge the gap between producers and consumers, optimize the use of resources and ensure the competitiveness of agriculture. This increases the financial well-being of farmers, contributes to the overall development of the agrarian economy. Its components are the market of producers of agricultural products and their buyers. On the basis of the conducted analysis, the expediency of using digital marketing tools to increase the competitiveness of domestic manufacturers both within the country and abroad has been proven. The article proposes the stages of forming a marketing strategy to increase the competitiveness of agricultural producers. At each stage, there is a solution to a specific problem and the achievement of a specific goal, which agricultural enterprises set before themselves. It has been proven that for the effective implementation of all stages, it is necessary to use digital marketing technologies and tools. Marketing management is important in the management system of the agribusiness economy. Its approaches, methods and means make it possible to satisfy the needs of consumers, overcome the gap between producers and consumers, optimize the use of resources and ensure the economic viability of agriculture. This will increase the financial well-being of business entities, contribute to the development of the agrarian economy. Effective marketing management is critical to the success of the agricultural sector as a whole. It allows you to plan, organize and control the process of agricultural enterprises entering the market and their further participation in competition.

ВІДНОВЛЕННЯ ТА РОЗВИТОК БІЗНЕСУ: МАРКЕТИНГОВІ ПІДХОДИ ДО РЕЗИЛЬЄНТНОСТІ СОЦІАЛЬНО-ЕКОНОМІЧНИХ СИСТЕМ

Amidst the persistent socio-economic challenges stemming from hostilities in Ukraine, domestic enterprises must consistently adapt their management decisions and marketing strategies to sustain viability, ensure demand, and enhance competitiveness. The accelerated development of digital technologies and the ongoing digitalization of society have significantly influenced business development in recent years. In response, enterprises need to swiftly identify threats and opportunities, respond instantly to new challenges, and adopt a proactive stance during their marketing activities. This article explores the state of entrepreneurial activity during military operations in Ukraine, revealing that enterprises continue to operate and contribute to the country's economic recovery. The study identifies the main challenges faced by Ukrainian enterprises in wartime conditions, including the loss of customers, declining sales, low solvency of the population, rising prices, a shortage of highly qualified specialists, and the restructuring of marketing activities within enterprises. Key factors contributing to the resilience of socio-economic systems are highlighted, encompassing state support, changes in the economic and social structure, infrastructure development, innovativeness, digitalization of the economy and business, funding opportunities, and international cooperation. The article also identifies essential factors that enable businesses to adapt to the resilience of socio-economic systems, such as the utilization of digital marketing technologies, integration of new platforms, investment in marketing technology and talented marketers, personalized marketing, periodic data collection and utilization, social responsibility, localization and globalization strategies, innovation, creativity, environmental awareness, and resilient marketing. The article proposes specific features for the formation of marketing strategies in the conditions of an economic crisis for the recovery and development of businesses in Ukraine. These features include a comprehensive understanding of the situation, adjustment of the current marketing strategy in accordance with new realities, emphasis on the company's values and mission, fostering innovation and adaptation (such as developing new products or modifying existing ones to meet evolving needs), strengthening online presence, implementing effective budget management, and integrating technology.

Optimalisasi Digital Marketing Bagi Generasi Z Dalam Pengembangan Pemasaran Berbasis Teknologi

The role of technology in electronic advertising is known as digital marketing, while creating a company's image is known as digital branding. Digital marketing is an evolution of product marketing that can be triggered by technology such as websites, cell phones, and even games. Social media can be understood as one of the online media where users can easily participate, such as sharing created content, sharing and creating stories, expanding networks, wiki channels, forums, and virtual worlds. In this way, digital marketing methods to promote a brand or product are more effective and spread quickly. At the same time, tactics and communication are also very necessary in marketing. Generation Z, the young generation of productive age, has a very important role in implementing product marketing. This young generation is a young generation who is creative and innovative and sensitive to developments in life, so the role of Generation Z in efforts to develop digital marketing technology is very important. The results of this community service will help improve the skills of Generation Z on Lombok Island. Digital marketing skills to develop product marketing and promotions.

Sequential Explanatory Approach: Digital Marketing Implementation Acceleration Programme that Supports the Marketing Performance of Msme Actors

Abstract Subject and purpose of work Because there was a reduced market for their products as a result of the COVID-19 pandemic, several micro, small & medium-sized enterprise (MSME) actors went out of business. One way to boost marketing performance is through digital marketing. The goal of this study is to create a strategy that will hasten the adoption of digital marketing for MSMEs. This study was focused on the Association of Retired Workers and Families (Pertakina), an SME of Blitar Regency, which has various kinds of businesses producing very varied and creative products, including food, drinks, services, and handicrafts. Materials and methods This study used mixed methods with a sequential explanatory design, which combined quantitative research methods in the first stage, followed by sequential qualitative research. Using a straightforward random sampling technique, 72 MSME actors who have used digital marketing were chosen as samples. Quantitative data samples are MSME actors who have used digital marketing to market their products. An initial sample of qualitative data sources was selected purposively, using the chairman of Pertakina Blitar and Pertakina MSMEs as the key informant. Subsequent informants were then selected by snowball sampling based on the information given by the key informant; they were Pertakina MSME actors who have not done digital marketing. The researchers consider the sample to be saturated (data saturation) with as many as 18 respondents. The information was gathered through literature reviews, surveys, interviews, observations, and documentation. Results The results show that digital marketing has a significant effect on marketing performance. The barriers to implementing digital marketing are lack of qualified human resources, infrastructure needs, internet networks, and the ability to produce content. Additionally, the acceleration programme was created based on the barriers in implementing digital marketing identified in this study to enhance the marketing effectiveness of MSME players. Conclusions It is suggested that Pertakina conduct training by a competent trainer in the field of digital marketing technology to improve the MSMEs actors’ abilities. Furthermore, this can be done in collaboration with the government and universities.

Implementation of Digital Marketing Technology and Product Quality Improvement Training for Palm Sugar Entrepreneurs In Makasili Village

Digital marketing is an effective and efficient strategy in the marketing process and attracts consumers to get to know the products and services offered. Makasili Village is a village where one of the livelihoods is palm sugar entrepreneurs, the community makes palm sugar as a source of income, but the income from selling palm sugar is still mediocre. The purpose of this service is to increase knowledge in operating digital marketing and increase knowledge about the quality of palm sugar products to increase partner income. The methods used are (1) Outreach (2) Implementation of digital marketing technology and product quality improvement training. Based on the analysis of the results of improving product quality, partners who feel helped by giving a yes answer of 90%. after being given training and assistance in using digital marketing, 95% had a good opinion about the benefits of digital marketing. Analysis of the results of an increase in income obtained has increased, that is, each partner has an increase in income of 100%. It was concluded that after receiving training supported by sales using digital marketing there has been an increase in income.

Penyuluhan Digital Marketing Pada Masyarakat Desa Gunung Sari Kabupaten Bogor

The rapid development of social media has completely changed consumer behavior and also the Internet. Marketing strategies that can reach consumers through Internet usage channels, mobile devices, search engines and social media within the broadband Internet corridor are very much needed by business people. This marketing strategy is called Digital Marketing. Apart from Digital Marketing strategies that business people need to create in the 21st century. Business activities which currently coincide with the rapid development of technology must be able to compete in order to survive by utilizing marketing strategies to follow technological developments to be able to reach the target market so as to increase sales. Micro, Small and Medium Enterprises (MSME) business people have used Digital Marketing technology independently during Covid-19, via WhatsApp, Facebook or Instagram. In this regard, the people of the village of Gunung Sari, Pamijahan District, Bogor Regency needs additional Digital Marketing knowledge so that the business activities carried out can continue and get additional funds to help the family economy. In particular, Digital Marketing is digital literacy which is needed to increase the knowledge and abilities of village communities in reducing the negative impacts of digitalization and creating business opportunities utilizing digital platforms. Because the village of Gunung Sari, Pamijahan District, Bogor Regency needs to be equipped with Digital Marketing skills as a form of digital literacy. The Faculty of Computer Science, Department of Information Systems, Bung Karno University carries out a community service program by sharing knowledge and providing community outreach, especially the community in Gunung Sari Village, Pamijahan District, Bogor Regency.

ЦИФРОВЫЕ МАРКЕТИНГОВЫЕ ТЕХНОЛОГИИ И ИХ ПРИМЕНЕНИЕ В СОВРЕМЕННЫХ БИЗНЕС-МОДЕЛЯХ

he article describes the main approaches to understanding the digital transformation of business models. The components of successful digital transformation are: the development of an integrated business strategy, the digitization of the operating model, the search for new ways for growth and the coordination of factors that make transformation possible. Digital transformation is accompanied by strong changes in marketing: marketing personalization, network effects, customer involvement in marketing activities. Digital marketing technologies become more and more popular, for example: special software products (CRM systems, ERM systems), social networks, websites, digital platforms, cloud services, digital products and services based on artificial intelligence. Were also identified the main trends in the development of digital marketing technologies among Russian companies. Achieved results allow to propose recommendations for expanding the use of digital marketing in Russian business.

Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)

This paper examines the ordeals actors of SMEs face in the adoption process of Emerging Digital Marketing Technology (EDMT). A conceptual framework was proposed to capture actors that participate in EMDT and the difficulties they (themselves) pose that hinder successful adoption. However, a purposive sample of 26 participants drawn from Crunch online database, Luton were interviewed on unstructured and semi-structured bases and analyzed using a thematic approach. The interviews on the problems were coded and classified based on the actors involved in the adoption process to extend the T-O-E framework. The findings revealed that while extant problems relate to the contexts of technology, organization, and environment, the extended T-O-E framework unraveled more critical problems that are linked to the in-grained human context. Implicit is that vendors should work on decision-makers, given that some of the adoption decisions are critically and continuously influenced by the actors.

The Influence of Digital Marketing on Consumer Behavior in the Context of Online Shopping in the Klang Valley, Malaysia

The contemporary business landscape has undergone significant transformations, resulting in a highly competitive atmosphere. The onset of the second wave of digitization and technological innovation occurred in the early 2010s, and the COVID-19 pandemic further amplified its momentum. The second wave pertains to digitalizing the industrial sector, encompassing several aspects such as digital manufacturing, data-driven healthcare, intelligent buildings, and smart cities (World Economic Forum, 2021). Digital marketing has emerged as a highly prevalent marketing strategy organizations employ, mainly through social media platforms and email marketing techniques. Social media and email marketing are potent strategies for cultivating consumer engagement. This engagement plays a crucial role in influencing the frequency of customers' intent to make purchases. Furthermore, these marketing methods are characterized by their user-friendly nature and resilience. Digital marketing technologies provide organizations with a convenient means to effectively promote their products and foster customer relationships at a reduced cost, resulting in heightened sales volume. This study investigates the relationship between digital marketing, consumer engagement, and purchase intention within the Klang Valley region. The primary objective is to optimize the utilization of the study findings by obtaining theoretical validation of the relationship between the variables and selecting the most suitable implications that contribute to identifying the influence of digital marketing on consumer engagement and purchase intention.

ASSESSING THE IMPACT OF DIGITAL MARKETING TECHNOLOGIES ON IMPROVING PATIENT SATISFACTION AND HEALTHCARE DELIVERY IN UZBEKISTAN: A SWOT ANALYSIS APPROACH

This empirical research paper examines the potential impact of digital marketing technologies on healthcare delivery and patient satisfaction in Uzbekistan, using a SWOT analysis approach. Despite the increasing adoption of digital marketing technologies in healthcare globally, their use and impact in Uzbekistan remain underexplored. To address this gap, the study conducted a quantitative survey of healthcare providers and patients to assess digital literacy and technology use, as well as an econometric analysis to identify barriers to implementation. The survey revealed low levels of digital literacy and limited access to digital technologies among healthcare providers and patients in Uzbekistan. The econometric analysis identified digital literacy, access to technology, and financial resources as the primary obstacles to the introduction of digital marketing technologies in the healthcare sector. In addition, the study conducted a SWOT analysis through interviews with healthcare providers, policy makers, and patients to identify strengths, weaknesses, opportunities, and threats of the healthcare sector and digital marketing technologies in Uzbekistan. The analysis revealed that while Uzbekistan has qualified medical professionals, state support, and natural resources for medicine production, it faces challenges such as inadequate financing, infrastructure, and regulation. Overall, the study provides insights into the potential benefits and challenges of digital marketing technologies in healthcare in Uzbekistan. The findings can inform the development of strategies to improve healthcare services through the adoption of digital marketing technologies while overcoming the challenges and risks associated with their implementation.

An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment

Digital marketing technology can not only help enterprises effectively control marketing costs but also accurately identify target customers and determine customer needs to improve marketing conversion rates. Multiple conflicting and asymmetric criteria need to be taken simultaneously into account to effectively assess digital marketing technology. Accordingly, the target of our paper is to propound an enhanced additive ratio assessment (ARAS) methodology to aid experts in evaluating digital marketing technology in a complex uncertain setting. The spherical fuzzy (SF) set is an expansion of the picture fuzzy set (PFS) that has been recognized as a powerful model to portray indeterminacy and vagueness. A fresh score function is proffered to compare the SF numbers and its merits are also analyzed. Then, some novel operations for SF numbers are defined and several aggregation operators based on them are propounded. Further, a mixed multi-criteria group decision-making (MCGDM) method is developed by incorporating the method based on the removal effects of criteria (MEREC), step-wise weight assessment ratio analysis (SWARA), and enhanced ARAS approach under SF information. Also, a case concerning digital marketing technology evaluation is executed to prove the efficiency and practicability of the presented SF-MEREC–SWARA–ARAS method. Finally, contrast and sensitivity investigations are also implemented to highlight the strengths and robustness of the proffered methodology, respectively.

Advancing digital marketing in Moldova: an analysis based on a sociological survey of entrepreneurs

The article presents the results of the study on the implementation of digital marketing in Moldovan enterprises. Based on a sociological study conducted by the author in May-June 2023 among entrepreneurs (N=131), the level of digital marketing usage, current trends, awareness of digital marketing technologies and tools, as well as the difficulties encountered by entrepreneurs in using digital marketing tools, are identified. The data has been processed using multiple correspondence analysis (MCA) and Hierarchical Clustering on Principle Components (HCPC) in the programming language R. The research is descriptive in nature, as it aims to gather empirical information that provides a comprehensive understanding of the phenomenon under investigation and its structural elements. Four clusters, each comprising enterprises of different sizes, were identified: 1) enterprises less advanced in digital marketing, 2) enterprises with complex marketing strategies but limited resources, 3) enterprises that combine traditional and digital marketing methods, 4) the most advanced enterprises in digital marketing. Marketing on social media holds a prominent position in the marketing activities of enterprises regardless of their size. SMEs face certain challenges in marketing activities overall and in the use of digital marketing tools, in particular. Previous research on this topic is quite limited, and this current study is unique in that it considers the issue in the context of SMEs and Central and Eastern European countries. We show that SMEs, along with large companies, can have complex marketing strategies and successfully use modern digital marketing tools.

Marketing Technology in the Context of Digitalization: Features and Trends in Ukraine

Advances in high technology have changed the approaches to business by shifting it to the global interactive space and transforming the marketing technology. This fact and the need to increase the competitiveness and efficiency of these enterprises make the issue under research relevant. The article aims to study marketing technology in the context of features of its development within the global interactive space and to determine priorities in this sphere for Ukraine. The leading method of the study is a systematic approach used to explain the integrity of marketing technology development in the global interactive space, distinguish the principal links between its individual elements, and examine them as part of the culture of the information society. This method also helps to study factors which influence the implementation of such technology, and outline the future possibilities of digital transformations of marketing technology. Based on the features of marketing technology development studied, we identified challenges that accompany and prevent the use of digital technologies in marketing. The priorities for the development of digital marketing technology are suggested and aimed at increasing marketing efficiency.