Understanding the Value of Digital Marketing Tools for SMEs

Morais, Elisabete Paulo; Cunha, Carlos R.; Santos, Arlindo

doi:10.1007/978-981-33-4183-8_62

Cited by 4 publications

(4 citation statements)

References 34 publications

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“…Setiap taktik memiliki kelebihan dan kekurangannya masing-masing, misalnya untuk mendapatkan pelanggan bisa menggunakan search ads. Ada beberapa taktik Digital Marketing yang bisa digunakan yaitu Search Engine Optimization, Search Advertising, Online Advertising, Affiliate Marketing, Video Marketing, Social Media, E-mail Marketing (Morais, Cunha, & Santos, 2021).…”

Section: Pendahuluanunclassified

Penerapan Digital Marketing untuk Peningkatan Pemasaran UKM Heppi Kitchen Depok

Wisnuaji

Rachmawati²,

Sudari³

2023

Yumary

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Purpose: This activity aims to provide MSMEs to learn how create strategy marketing using food service delivery and to rising sales through development of digital marketing. Methodology: This activity assists with applying MSMEs through marketplace, help to promote product with copywriting, manage sales, create a digital catalogue, and develop, give instruction how to create design for packaging product. Results: This dedication output upgrade knowledge of product, registering MSME address to food services delivery accounts, understanding how to expanding market and sales reach using digital marketing, Social Media and food service delivery. Conclusions: The activities carried out by the Abdimas Team so that Heppi Kitchen Depok MSMEs become more competitive MSMEs include Development of Social Media Marketin and Development of digital marketing Limitations: Limitation of this study is on totat number MSMEs. Contribution: These MSMEs have helped gaining more income of selling the products. One strategy that can be used to survive this challenge is to maximize online sales. Keywords: 1. MSMEs 2. Social Media 3. Digital Marketing

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Section: Pendahuluanunclassified

Penerapan Digital Marketing untuk Peningkatan Pemasaran UKM Heppi Kitchen Depok

Wisnuaji

Rachmawati²,

Sudari³

2023

Yumary

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“…The final hypothesis is designed to reveal the optimal digital marketing re-engineering strategies. Since one of the main elements of change management in digital marketing is cost reduction [24,105,106], this hypothesis examines if the traffic cost is affected by social media visibility and interactivity. Figure 1 illustrates the graphical representation of the research hypotheses.…”

Section: Hypothesis 5 (H5)mentioning

confidence: 99%

“…The standardization of the procedure and the inclusion of statistical data into the FCM are critical for model building and analysis. The first phase entails "objective clarification" [111,112], the next is "calibration" [104,105], which is followed by "interpretation" [111,112]. In this article, the first step is to create four scenarios that will have a direct impact on the re-engineering of logistics websites, social media, and applications by assessing the existing paid commercials, social media interaction, and visibility, together with the digital brand name.…”

Section: Fuzzy Cognitive Mapmentioning

confidence: 99%

Leading Logistics Firms’ Re-Engineering through the Optimization of the Customer’s Social Media and Website Activity

2023

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To acquire competitive differentiation nowadays, logistics businesses must adopt novel strategies. Logistics companies have to consider whether redesigning their marketing plan based on client social media activity and website activity might increase the effectiveness of their digital marketing strategy. Insights from this study will be used to help logistics firms improve the effectiveness of their digital marketing as part of a marketing re-engineering and change management process. An innovative methodology was implemented. Collecting behavioral big data from the logistics companies’ social media and websites was the first step. Next, regression and correlation analyses were conducted, together with the creation of a fuzzy cognitive map simulation in order to produce optimization scenarios. The results revealed that re-engineering marketing strategies and customer behavioral big data can successfully affect important digital marketing performance metrics. Additionally, social media big data can affect change management and re-engineering processes by reducing operational costs and investing more in social media visibility and less in social media interactivity. The following figure presents the graphical presentation of the abstract.

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“…This situation has altered the traditional marketing process. Rather than using "gorilla" marketing techniques, organizations have opted for Digital Marketing (DM) (Morais et al, 2021). This is because DM can assist in achieving a wider reach and instant feedback at the click of a button.…”

Section: Introductionmentioning

confidence: 99%

Impact of Digital Marketing on Consumer Buying Perspectives in the Pakistan Market

Batada

2023

JEMI

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Digital marketing (DM) has taken the world from conventional marketing to Information and Communication Technology enabled tools to reach consumers. Since the advent of digital marketing, research has been conducted to evaluate how DM shaped customer buying behavior and decisions in developing countries but its impact on developing countries' consumers has been inconsistent. Therefore, this study assesses the impact of DM and its platforms on the buying perception of Pakistani consumers. The data was collected through an online survey of consumers in Pakistani markets. The study showed social media having the highest persuasion power, with Instagram being the most effective in DM influence on buying perceptions of consumers, particularly among young people aged 18-32, followed by mobile marketing and the least SEO. This study provided empirical grounds to support that DM has changed the way Pakistani consumers buy things and this implies that to effectively reach consumers in Pakistan, DM space must be maximized. Based on the study, digital marketing has significantly transformed the purchase decisions made by Pakistani customers. Organizations must prioritize enhancing their digital marketing presence to effectively reach and engage these customers. Platforms like Instagram possess immense persuasive power, which businesses should leverage to persuade and sell their products successfully. This research also holds practical implications for Pakistani marketers and companies, such as understanding how social media platforms shape customer viewpoints. Marketers can utilize this knowledge to target and engage younger demographics. Marketers should incorporate mobile marketing methods due to the prevalence of smartphone usage among Pakistani consumers.

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Understanding the Value of Digital Marketing Tools for SMEs

Cited by 4 publications

References 34 publications

Penerapan Digital Marketing untuk Peningkatan Pemasaran UKM Heppi Kitchen Depok

Penerapan Digital Marketing untuk Peningkatan Pemasaran UKM Heppi Kitchen Depok

Leading Logistics Firms’ Re-Engineering through the Optimization of the Customer’s Social Media and Website Activity

Impact of Digital Marketing on Consumer Buying Perspectives in the Pakistan Market

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