DIGITAL MARKETING STRATEGY: PRIORITY AND BARRIERS FOR SMALL AND MEDIUM INDUSTRIES

Sari Laelatul Qodriah

Abstract

The purpose of this study is to examine digital marketing practices in small and medium industries. The aspects studied include the digital marketing strategies and tactics used, as well as the level of difficulty experienced by small and medium-sized industries when marketing digitally. Respondents in this study were managers or business owners in small and medium industries in Indonesia. This study uses a quantitative descriptive method. The findings in this study indicate that the components of the digital marketing strategy are considered very important or are priority strategies used by small and medium industries, but on the other hand the seven this strategy has a high difficulty for small and medium industries to achieve success in carrying out the strategy. The component of digital marketing tactics are considered very effective in promoting their products, but small and medium industry players have difficulties to apply these tactics.

Full Text:

PDF

References

Ahmed, R. R., Kumar, R., Baig, M. Z., & Khan, M. K. (2015). Impact of Digital Media on Brand Loyalty and Brand Positioning. SSRN Electronic Journal, 1–21. https://doi.org/10.2139/ssrn.2708527

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Shuib, N. L. M. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management and Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-2014-0205

American Marketing Association (2013). Definitions of marketing. https://www.ama.org/the-definition-of-marketing/.

Anusha. (2016). Effectiveness of Online Advertising. International Journal of Research -GRANTHAALAYAH, 4(3SE), 14–21. https://doi.org/10.29121/granthaalayah.v4.i3se.2016.2772

Barney, J., Wright, M., & Ketchen, D. J. (2001). The resource-based view of the firm: Ten years after 1991. Journal of Management, 27(6), 625–641. https://doi.org/10.1016/S0149-2063(01)00114-3

Becirspahic, H., Rhodin, E., & Balkow, J. (2018). The concept of success in B2B digital marketing activities, from one company perspective Bachelor Project in Business Administration Title: The concept of success in B2B digital marketing activities, from one company perspective Authors, (May).

Bouncken, R. B., Kraus, S., & Roig-Tierno, N. (2021). Knowledge- and innovation-based business models for future growth: digitalized business models and portfolio considerations. Review of Managerial Science, 15(1), 1–14. https://doi.org/10.1007/s11846-019-00366-z

De Pelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72(January), 47–55. https://doi.org/10.1016/j.ijhm.2018.01.003

Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. Heliyon, 7(12), e08603. https://doi.org/10.1016/j.heliyon.2021.e08603

Guercini, S., Bernal, P. M., & Prentice, C. (2018). New marketing in fashion e-commerce. Journal of Global Fashion Marketing, 2685, 1–8. https://doi.org/10.1080/20932685.2018.1407018

Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90(June), 276–290. https://doi.org/10.1016/j.indmarman.2020.07.022

Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130(November 2018), 552–563. https://doi.org/10.1016/j.jbusres.2019.09.043

Lamberton, C., & Stephen, A. T. (2016). A Thematic Exploration of Digital , Social Media , and Mobile Marketing : Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415

Lipsmeier, A., Kühn, A., Joppen, R., & Dumitrescu, R. (2020). Process for the development of a digital strategy. Procedia CIRP, 88, 173–178. https://doi.org/10.1016/j.procir.2020.05.031

Mandal, P. (2017). Understanding Digital Marketing Strategy. International Journal of Scientific Research and Management, 5(06), 5428–5431. https://doi.org/10.18535/ijsrm/v5i6.11

Martín-consuegra, D., Faraoni, M., Díaz, E., Ranfagni, S., Faraoni, M., Díaz, E., & Ranfagni, S. (2018). Exploring relationships among brand credibility , purchase intention and social media for fashion brands : A conditional mediation model. Journal of Global Fashion Marketing, 9(3), 237–251. https://doi.org/10.1080/20932685.2018.1461020

Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425. https://doi.org/10.1016/j.techsoc.2020.101425

Morgan-Thomas, A. (2016). Rethinking technology in the SME context: Affordances, practices and ICTs. International Small Business Journal: Researching Entrepreneurship, 34(8), 1122–1136. https://doi.org/10.1177/0266242615613839

Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285–293. https://doi.org/10.1016/j.bushor.2020.12.004

Perelygina, M., Kucukusta, D., & Law, R. (2022). Digital business model configurations in the travel industry. Tourism Management, 88, 104408. https://doi.org/10.1016/j.tourman.2021.104408

Rachinger, M., Rauter, R., Müller, C., Vorraber, W., & Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30(8), 1143–1160. https://doi.org/10.1108/JMTM-01-2018-0020

Rohn, D., Bican, P. M., Brem, A., Kraus, S., & Clauss, T. (2021). Digital platform-based business models – An exploration of critical success factors. Journal of Engineering and Technology Management - JET-M, 60(December 2019), 101625. https://doi.org/10.1016/j.jengtecman.2021.101625

Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001

Ukko, J., Nasiri, M., Saunila, M., & Rantala, T. (2019). Sustainability strategy as a moderator in the relationship between digital business strategy and financial performance. Journal of Cleaner Production, 236, 117626. https://doi.org/10.1016/j.jclepro.2019.117626

Woodside, A. G., Mir, P. B., & Woodside, A. G. (2019). Clicks and purchase effects of an embedded , social-media , platform endorsement in internet advertising platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science, 29(3), 343–357. https://doi.org/10.1080/21639159.2019.1622437

Refbacks

  • There are currently no refbacks.
echo 'slot gacor slot gacor slot online slot gacor slot gacor slot gacor https://posyandu.garutkab.go.id/slot-gacor/ https://pbj.tegalkota.go.id/slot-gacor/