Social Media for New Product Launch: A Study of Social Media Platforms Across the RACE Planning Framework

Rautela, Sonica

doi:10.3991/ijim.v15i05.18147

Cited by 10 publications

(6 citation statements)

References 36 publications

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“…Berangkat dari permasalahan Kampung Lawas Maspati tersebut di atas, tim program pengabdian masyarakat akan membantu meningkatkan bisnis melalui solusi pemasaran dan penjualan secara digital dengan mengimplementasi konsep framework RACE (Reach, Act, Convert, Engage) [4] . Peningkatan tersebut dilakukan untuk meningkatkan publikasi dan kesadaran masyarakat sekitar terkait informasi-informasi kampung wisata tersebut.…”

Section: Solusi Permasalahan Atau Strategi Kegiatanunclassified

Peningkatan Promosi Wisata Kampung Lawas Maspati melalui Digital Marketing

Nurkasanah,

Ramadina,

Nurfatikha

et al. 2023

SWGT

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Seiring berkembangnya zaman, teknologi digital semakin canggih dan menjadi penting bagi sektor industri dalam mengembangkan industrinya dengan lebih efektif dan efisien. Indonesia mempunyai potensi wisata yang besar, sehingga sektor pariwisata pun turut mengikuti tren digitalisasi tersebut. Salah satu daerah yang berpotensi di sektor wisata yaitu Kampung Wisata Lawas Maspati yang berlokasi di Jl. Maspati Gg. VI, Kecamatan Bubutan, Kota Surabaya. Kampung ini merupakan daerah bersejarah yang banyak dikunjungi oleh masyarakat. Namun, dengan terbatasnya jumlah dan kemampuan sumber daya manusia, penggunaan kanal digital untuk manajemen pemasaran di tempat wisata tersebut masih kurang optimal. Meski telah memiliki media sosial, namun kanal tersebut sifatnya hanya dokumentasi kegiatan warga dan belum persuasif untuk mengajak wisatawan berkunjung atau membeli produk dari UMKM yang ada. Sementara, pihak manajemen menginginkan adanya peningkatan jumlah wisawatan dan pelanggan produk. Media sosial seperti Instagram, TikTok, dan berbagai media sosial lainnya akan digunakan sebagai media promosi dan dianalisis kecocokannya dengan segmen wisatawan dan pelanggan produk Kampung Lawas Maspati. Dalam penyampaian informasi melalui media tersebut, tim merumuskan dan menyediakan timeline konten promosi dan membuatkan konten pilot untuk perbaikan media sosial, serta membuatkan panduan branding agar ke depannya pengurus menjadi mandiri untuk mengunggah materi promosi di media sosial.

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Section: Solusi Permasalahan Atau Strategi Kegiatanunclassified

Peningkatan Promosi Wisata Kampung Lawas Maspati melalui Digital Marketing

Nurkasanah,

Ramadina,

Nurfatikha

et al. 2023

SWGT

View full text Add to dashboard Cite

show abstract

“…RACE is an acronym made up of the final four phases. This model is occasionally referred to as PRACE, while RACE is a far more common abbreviation [16]. Each step of the RACE planning framework will later be supported by one or more marketing channel and how to optimize it.…”

Section: Business Solutionmentioning

confidence: 99%

Digital Marketing Strategy Formulation to Increase Engagement in Course and Training Institution Industry (Case Study: PT Karisma Garuda Mulia)

Rasyidan,

Fachira

2023

ijcsrr

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PT Karisma Garuda Mulia is a course and training institution located in Malang City, East Java. The training programs created by PT Karisma Garuda Mulia are centered on developing IT and digital technology skills which include courses in Microsoft Office Professional, graphic design and multimedia, web development, digital architecture, civil engineering application, and digital marketing. Along with the emergence of online e-learning platforms, the business started to experience some difficulties. The problem faced by PT Karisma Garuda Mulia is the low engagement and lack of digital marketing strategy to help its business generate sales. The purpose of this research is to create an appropriate digital marketing strategy to increase the engagement to help smooth the customer journey. This research is conducted by identifying problems internally and externally using STP Analysis, Marketing Mix (7Ps), PESTEL analysis, Porter’s Five Forces and competitor analysis. After doing those analysis, researchers also analyze the PT Karisma Garuda Mulia’s digital marketing efforts by incorporating the Hierarchy of Effects model. This research is conducted using qualitative method. The researchers conduct an in-depth interview with several employees of the company to gain insights about the company’s digital marketing efforts. The result of the interviews indicates that there is a lack of appropriate digital marketing strategy used by the company. Using the interview insights, the researchers construct a digital marketing strategy using a RACE planning framework. The result of this research is that the company needs an appropriate digital marketing strategy with a clear marketing channel in each stage of the RACE planning framework. The marketing channels used are search engine marketing and content marketing in reach stage, website and demo classes in act stage, email marketing and customer service support in convert stage, and lastly community building and feedback surveys in engage stage.

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“…The activities in the social media [36,37], particularly Facebook, such as sharing information, knowledge and participating in discussions reflected the overwhelming results [3,18]. The impact of Facebook Marketing in Malaysia does improve organizations' performance, in terms of customer service activities, relations and other customer enhancements accomplishments [19].…”

Section: Literature Reviewmentioning

confidence: 99%

Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis

Othman

Suki

2021

Int. J. Interact. Mob. Technol.

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Facebook, a form of digital marketing tool acts as a valuable element to reach out to the people or potential communities which aids in generating millions of revenues for businesses. Facebook Marketing has become one of the famous online marketing tools besides Google Advertisement. Many businesses ranging from Small Medium Enterprises (SME) to large scale corporations rely on Facebook Marketing because the results yielded are extensively and impeccably lucrative for these businesses. This study aims to provide an overview of literature on Facebook Marketing for the years ranging between 2006 and 2020by using bibliometric analysis of research productivity viewed through Scopus database.The analysis captured the most influential document and source types during this period. It also captured the most significant countries who contributed to the publications, the most productive authors and the most noticeable institutions involved with the related documents. The main method used was searching within the Scopus database,Visualisation of Similarities (VOSviewer) software and Harzing’s Perish software. The results of the analysis revealed that of the 1888 document source type, Journal is the preferred source type for publication with 66.21% (1250 sources). This is followed by Conference Proceeding with 21.21% (408 sources), Book Series covers 5.93% (112 sources), Book covers 5.24% (99 sources), and Trade Journal covers 1.01% (19 sources).

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Social Media for New Product Launch: A Study of Social Media Platforms Across the RACE Planning Framework

Cited by 10 publications

References 36 publications

Peningkatan Promosi Wisata Kampung Lawas Maspati melalui Digital Marketing

Peningkatan Promosi Wisata Kampung Lawas Maspati melalui Digital Marketing

Digital Marketing Strategy Formulation to Increase Engagement in Course and Training Institution Industry (Case Study: PT Karisma Garuda Mulia)

Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis

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