Digital Strategy Research Articles

Meningkatkan Kapasitas Kelompok Tani Sejati Melalui Manejemen Branding dan Strategi Pemasaran Digital Produk Pupuk Organik

The conventional marketing system for agricultural products has not been able to increase sales of products produced by farmer groups. This community service activity intervention aims to empower the Sejati Farmers Group through the socialization of branding management and digital marketing strategies for organic fertilizer products. This activity was carried out in July 2024 at the Sejati Farmers Group, Lendang Nangka Utara Village, Masbagik District, East Lombok Regency, with 18 participants. The service method used participatory and personal communication. This training resulted in a 25% increase in knowledge and a 15% increase in organic fertilizer sales in the three months after the training. In addition, this activity provides alternative solutions to environmental and social problems, as well as improving the welfare of the local community.

Digital Marketing Strategies and Consumer Engagement: Unveiling TikToks E-Commerce Dynamics

This study examines digital marketing strategies on the TikTok platform and their impact on consumer engagement. With the development of digital technology, traditional media marketing has been replaced by digital platforms. As a typical representative, TikTok is leading the industry change using its unique e-commerce model. Short videos and live e-commerce are rapidly emerging as new forms of digital marketing. Short videos are popular on social media, while live e-commerce combines real-time interaction with a shopping experience, offering consumers a new way to shop. By analyzing TikTok's unique features and business model, this study examines the application of digital marketing in the short-form and live-streaming e-commerce space. It highlights its significant impact on the consumer buying behavior and market trends. The findings show that TikTok's digital marketing strategy boosts user engagement and brand influence and significantly contributes to sales conversions. This study provides important insights for companies to develop effective digital marketing strategies in the digital era and provides valuable references for future research.

Digital Transformation Strategy of Macys: Addressing Challenges and Achieving Revival

Abstract: This study explores the challenges faced by Macys in the United States and its strategy for digital transformation. Firstly, it introduces the rise and fall of the U.S. department store industry and the challenges Macys faces as a representative of the traditional department store industry, such as the rise of e-commerce and changes in consumer shopping habits. Then, taking Macys as a case study, it describes its digital transformation strategy, Polaris, including cost reduction, accelerated digitization, reshaping the supply chain and other initiatives and the results achieved. It then proposes specific plans for staffing adjustments, enterprise transaction process optimization and online business model modifications. Finally, the challenges that may be faced in implementing digital transformation programs, such as data silos, change management and financial overheads, are analyzed, and solutions are proposed. By summarizing and learning from the successful experiences of modern enterprises, this study proposes a series of feasible digital transformation plans for Macy's to emerge from the predicament of the traditional department store industry, meet the challenges of the digital era, and achieve a renaissance.

Research on Digital Transformation Strategy of Multinational Company Sales Based on Big Data and AI

Abstract: In the wake of the COVID-19 pandemic, the digital transformation of industries has become paramount, with multinational corporations (MNCs) recognizing the pivotal role of sales digitization in their development trajectory. This study delves into the multifaceted impact of sales digitization on MNCs, elucidating both its benefits and the formidable challenges it presents. Notably, the integration of big data and artificial intelligence (AI) has revolutionized the collection and analysis of sales data, offering MNCs unprecedented insights into consumer behavior and market dynamics. By leveraging big data and AI technologies, MNCs can optimize their operations and substantially reduce the costs associated with data collection, particularly in diverse and segmented markets. This transformative synergy plays a pivotal role across various domains, including market analysis, predictive modeling, customer relationship management, and the formulation of agile marketing strategies. Despite these advancements, research reveals that MNCs continue to grapple with significant barriers and complexities in the process of sales digitization. This article aims to bridge this research-practice gap by offering pragmatic solutions and actionable strategies tailored to address the identified challenges. By emphasizing the importance of organizational agility, talent acquisition, and strategic partnerships, MNCs can effectively navigate the complexities of sales digitization and unlock its full potential. Ultimately, this study seeks to provide a comprehensive understanding of the evolving landscape of digital sales in MNCs, culminating in a nuanced conclusion that underscores the imperative of adaptability and innovation in an increasingly digitized global economy.

A Study on the Impact of Digital Transformation on Enterprise Performance: The Mediating Role of Dual Innovation and the Moderating Role of Management Power

Digital transformation and technological innovation have an essential impact on enterprise performance, and clarifying the relationship between the two has become a real problem that enterprise management needs to solve. This study utilizes data from China’s listed enterprises between 2012 and 2022 to comprehensively analyze the influence and mechanism of digital transformation on enterprise performance. The findings indicate the following: (1) Digital transformation can effectively promote improving enterprise performance and dual innovation levels. (2) Digital transformation positively impacts enterprise performance primarily through enhanced exploitative innovation, exploratory innovation, dual innovation balance, and complementarity. (3) Managerial power positively moderates the promotion effect of digital transformation on enterprise performance. (4) The impact of digital transformation on enterprise performance is more significant in the eastern and central regions, high-tech industries, and enterprises with good profitability. Based on these results, enterprises are suggested to accelerate digital transformation, fully tap the synergistic driving effect of dual innovation, strengthen the management’s cognition and leadership of digital transformation, and implement dynamic and differentiated digital transformation strategy based on region, industry, and their own characteristics.

Evaluating the Impact and Perception of Influencer Marketing Among Romanian Consumers—Insights from Quantitative Research

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618 responses through an online questionnaire. It was found that 92% of the respondents made at least one purchase based on content creator recommendations, with Instagram being perceived as the most impactful platform for such campaigns. However, the success of these campaigns relies on several strategic elements. These include selecting content creators who align with the product or service being promoted and ensuring that the influencer’s audience demographics match the target audience. Companies must also prioritize transparency and the seamless integration of products into influencers’ daily lives, as well as considering factors like content type, the frequency of posts, and budget. The results indicate that well-structured influencer partnerships, particularly on Instagram, enhance consumer trust and enhance marketing impact. These insights offer valuable guidance for developing effective digital marketing strategies emphasizing to specific business needs.

Analysing the influence of digital strategy and innovation on MSMEs' performance in emerging countries

Drawing on the technology–organization–environment (TOE) framework, the diffusion of innovation (DOI) theory and the technology acceptance model (TAM), this research analyses how digital strategic orientation has a direct influence on the performance of micro, small and medium‐sized enterprises (MSMEs) in emerging markets and an indirect influence mediated by innovation. Using a representative sample of Peruvian MSMEs, we shed light on the sometimes inconclusive evidence on why small business struggle to benefit from digitalization, a particularly key issue in emerging economies. The structural equation model used shows that the impact of digitalization on firm performance is significant, as is the mediating effect of innovation. Our results imply that the total effect of digitalization on performance will be greater if the MSMEs develop innovative activities. Furthermore, we show that the performance effect requires not only digital technology but also the involvement of the entire organization.

Digital servitization strategies and business model innovation: The role of knowledge-intensive business services

Several studies on digital servitization strategies highlight that their implementation is closely associated with some form of business model innovation. In order to engage in these innovation projects, firms need to expand their internal knowledge and skills while leveraging external organizations that support them in their servitization journey. To date, little is known about the intra-organizational factors accounting for the activation of new relationships with such knowledge-intensive service providers. This paper adopts a configurational approach for investigating the role of knowledge-intensive relationships in digital servitization strategies. Findings are founded on a multi-method investigation based on a structured survey and semi-structured interviews to Italian B2B manufacturers. The study contributes to the digital servitization literature showing the conditions that lead firms to develop relationships with different types of external providers of knowledge-intensive services, highlighting the role of firm’s size, digital readiness, internal commitment, and specific hiring programs in digital servitization paths.

Information and Technology Governance Capability Analysis Using COBIT 2019: Case Study of CV Wirelessindo

The implementation of IT supports company sustainability. Large companies use IT as an integral part of their business model. Digital strategies must align with business strategies to achieve sustainability. Wirelessindo, established in 2007, provides IT solutions such as equipment, site surveys, network design and security, and tower installations. Its mission is to increase company productivity to win the competition in the era of Industry 4.0. IT is used to enhance customer service and internal business process efficiency. Initial investigations found issues with IT function mismatches, financial losses due to data loss, errors in IT equipment installation and configuration, and business process incidents caused by emerging risks. Identified root problems include employee knowledge gaps, risk management disparities, errors in defining business needs, and change management gaps. Based on these findings, IT governance evaluation was chosen as the research focus. This study aims to provide an overview of CV Wirelessindo IT capability levels and recommendations for improvements to meet expected levels. COBIT 2019 were used in this study. The General Manager, IT Division Manager, Software Development Team, Network Monitoring Team, Project Manager, and HR Manager were selected as respondents based on the Responsible, Accountable, Checked, Informed chart guidelines. Of the nine selected objectives, BAI08 showed level 0. APO12, BAI02, BAI06, BAI07, and DSS01 showed level 1. APO07, BAI10, and DSS03 showed capability level 2. Therefore, 61 recommendations were provided to raise the IT governance capability level to level 3 for all objectives.

Reconsidering government digital strategies within the context of digital inequalities: the case of the UK Digital Strategy

AbstractIn this paper, we critically examine the 2022 UK Digital Strategy and argue that the UK government adopts with this policy document a customer-centric vision of governance, which undermines the traditional role of the government as a provider of public services with principles of justice and impartiality. This shift, exacerbated by digital poverty, appears incongruent with the social contract between citizens and the state. We employ a critical discourse analysis to identify contradictory outcomes resulting from these neoliberal policies and showcase that the UK Digital Strategy, while seemingly committed to aspects of equality and inclusivity, appear to prioritise almost entirely market rather than citizens’ interests.

Social Media Post Content Typology and Its Implication for Digital Marketing Strategy: Evidence from Indonesian Hotels

Social Media Post Content Typology and Its Implication for Digital Marketing Strategy: Evidence from Indonesian Hotels

Pelatihan Santripreneur Melalui Pengenalan Digital Marketing Untuk Santri Pondok Pesantren Darul Ulum Tragung Batang

This Community Service Program aims to empower students of the Darul Ulum Tragung Islamic Boarding School, Batang, through digital marketing training to develop their ultra-micro businesses. This training was conducted in three stages: introduction to digital marketing, case studies from other Islamic boarding schools, and creation and management of a marketplace. The results of the training showed an increase in students' understanding of digital marketing strategies and their ability to manage a marketplace. Several obstacles such as limited internet access and devices, as well as limited time in the Islamic boarding school environment, were successfully overcome with an adaptive approach. This program succeeded in providing strong digital-based entrepreneurial provisions for students while strengthening partnerships between Islamic boarding schools and universities.

Manajemen Keuangan Bagi Kelompok Pembatik Ecoprint Berbasis Digital Marketing – Purbalingga

This Community Service (PKM) aims to improve financial management and digital marketing skills for ecoprint batik groups in Purbalingga. This program is motivated by the needs of craftsmen to develop local economic potential by improving skills in managing finances and utilizing digital technology for product marketing. Through a participatory approach and intensive training, this PKM activity provides an in-depth understanding of good financial management and effective digital marketing strategies. The results of this program show a significant increase in the financial management skills and digital marketing skills of the participants. Thus, this PKM has succeeded in empowering ecoprint batik groups to be more financially independent and able to compete in a wider market through optimizing digital marketing.

Digital marketing strategies and SMEs performance in Tanzania: insights, impact, and implications

Digital marketing strategies and SMEs performance in Tanzania: insights, impact, and implications

Antibacterial Effectiveness Test of Liquid Soap from Seven-Blade Needle Leaf Extract (Pereskia Bleo) Against Staphylococcus aureus Bacteria, Faculty of Medicine, University of Prima Indonesia

This study aims to analyze the digital-based marketing strategy implemented by FranchiseGlobal.com in order to increase exposure, market penetration, and brand awareness in the franchise industry. Using qualitative descriptive methods and a case study approach, this study explores digital marketing strategies that utilize big data, digital platforms, and social media to reach potential franchisees. Data were obtained through interviews, documentation, and direct observation of FranchiseGlobal.com's marketing activities. The results of the study indicate that the digital marketing strategy implemented by FranchiseGlobal.com, both in the short, medium, and long term, has succeeded in increasing the number of website visitors and brand awareness, although there are still challenges in expanding penetration into international markets, especially ASEAN. This study concludes that digital-based marketing is a crucial component in developing a franchise business more widely and effectively, and provides recommendations for optimizing the use of big data and technological innovation in future marketing strategies.

Assessing the Impact of University Teachers' Digital Leadership on Enhancing Student Learning Effectiveness

This research investigates the digital leadership exhibited by university instructors and its significant impact on students' learning effectiveness in higher education. Key aspects of digital leadership evaluated include technical expertise, innovative teaching methods, promotion of digital literacy, data-driven decision-making, and ethical technology use. Using a mixed-methods approach, data was collected through surveys and interviews with educators and students to assess the effectiveness of digital leadership strategies. Findings reveal that while instructors demonstrate moderate competence in technology and teaching methods, they excel in fostering digital literacy and ethical technology use. However, there is room for improvement in data-driven decision-making, which is crucial for enhancing learning efficacy. The study also examines students' learning outcomes related to digital literacy, engagement, metacognitive abilities, and analytical skills, finding modest improvements in these areas. A notable correlation exists between instructors' digital leadership and students' learning efficacy, particularly in data-driven decision-making and digital literacy promotion. Additionally, challenges faced by university educators include keeping up with technological advancements, effectively utilizing data, and maintaining student engagement in digital learning environments.

Social Media Preferences and Usage Behaviour among Indonesians Insights and Implications for Business Strategies

This study explores social media preferences and behaviors among Indonesian users aged 18 to 64, surveyed between August and September 2024. Utilizing a sample of 156 respondents, the research aims to uncover patterns in platform usage, content preferences, and receptivity to advertisements. The results reveal that Instagram is the most used and preferred social media platform among respondents, positioning it as a crucial channel for businesses targeting the Indonesian market. These findings offer valuable insights into the social media habits of Indonesian users, providing practical implications for businesses looking to optimize their digital marketing strategies. By identifying key trends in platform popularity, user behavior, and engagement with specific types of content, businesses can better tailor their digital outreach and advertising efforts. The study also highlights that users are most engaged during particular times of the day and show a strong preference for content related to entertainment, education, and career development. These insights allow businesses to strategically target users with personalized content that aligns with their interests and maximizes engagement. Furthermore, the importance of understanding consumer preferences in shaping effective advertising campaigns is emphasized, particularly in the rapidly evolving digital landscape of Indonesia. This study shows the dominance of Instagram platform among social users.

Youth activism and (de)personalized remix on TikTok

ABSTRACT Social media has provided everyday actors with a platform to share their personal stories and ideas. This has had a profound effect on activism, as movements are increasingly built up and amplified through the circulation of participants’ individualized motivations, experiences, and sentiments. TikTok has emerged as a salient site for studying this turn: it has proven to be a highly successful tool in activist campaigns, strongly affords personalized communication, and supports a main user base of young people known for emphasizing self-expression in their online participation. Since remix is the core form of sharing on TikTok, users are encouraged to insert and articulate themselves not only in the process of content creation, but in the process of circulation as well. Here, we focus on the way remix is exploited as a mode of personalizing activist content on TikTok, particularly among young users. We do so by qualitatively coding and analyzing remixed content associated with the digital activist organization Gen-Z for Change. We find that, despite expectations based on prior research and the observed behavior of older users, young users tended to resist personalization in their remix strategies. Yet, they simultaneously managed to assert their presence in ways that are meaningful on the app. Our results elaborate on digital activist strategies and the role of platform affordances therein, and add important nuance to common conceptions of youth political participation styles.

Development of Digital-Based Marketing Strategies: A Case Study on Franchiseglobal.com

This study aims to analyze the digital-based marketing strategy implemented by FranchiseGlobal.com in order to increase exposure, market penetration, and brand awareness in the franchise industry. Using qualitative descriptive methods and a case study approach, this study explores digital marketing strategies that utilize big data, digital platforms, and social media to reach potential franchisees. Data were obtained through interviews, documentation, and direct observation of FranchiseGlobal.com's marketing activities. The results of the study indicate that the digital marketing strategy implemented by FranchiseGlobal.com, both in the short, medium, and long term, has succeeded in increasing the number of website visitors and brand awareness, although there are still challenges in expanding penetration into international markets, especially ASEAN. This study concludes that digital-based marketing is a crucial component in developing a franchise business more widely and effectively, and provides recommendations for optimizing the use of big data and technological innovation in future marketing strategies.

Assessing the Effectiveness of Digital Marketing in Enhancing Tourist Experiences and Satisfaction: A Study of Thailand’s Tourism Services

Inbound digital marketing strategies play a vital role in the tourism industry, significantly influencing visitors’ decision-making processes, enhancing tourist experiences, and ensuring post-consumption satisfaction. This study explores the effectiveness of digital marketing strategies in shaping tourists’ perceptions of service quality and sustainability and their subsequent impact on overall satisfaction and behavioural intentions. This paper developed a conceptual framework and hypotheses through a comprehensive literature review to assess the causal relationships between digital marketing effectiveness, perceived destination service quality, perceived destination sustainability quality, tourist satisfaction, and behavioural intention. The empirical analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) on data collected from 195 international tourists in Thailand’s coastal regions. The results reveal that while digital marketing effectiveness directly influences tourists’ perceptions of service and sustainability quality, it indirectly influences tourist satisfaction and behavioural intentions through these perceptions. The findings highlight the critical role of aligning digital marketing strategies with service quality and sustainability initiatives. Moreover, the developed construct serves as a valuable tool for assessing and maintaining the destination image, helping tourism providers to improve their offerings and continuously foster long-term customer relationships.