Digital Marketing Strategy Wedding Planning Tools in Indonesia
DOI:
https://doi.org/10.47065/arbitrase.v3i3.540Keywords:
Digital Marketing Strategy; Digital Channels; Qualitative Research; Case StudyAbstract
This article will give the analysis necessary to build a future digital marketing plan for Jangji, whose primary purpose is to acquire new customers on the Indonesian market. Jangji is one of the many small and medium-sized enterprises in Indonesia that is still seeking to establish a successful digital marketing strategy. The following analyses will be examined in depth. First, both external and internal research is conducted to determine the company's current market position. Second, conduct empirical research to determine the most crucial factors for wedding planners and businesses. Eleven Indonesian users of wedding planning tools receive a Google form-based semi-structured interview as part of a qualitative study methodology. This information will assist in analyzing and determining the optimal digital marketing strategy decisions. In addition, wedding planners and businesses in Indonesia that specialize in the wedding industry will be able to expand their customer base and brand recognition with the help of these findings.
Downloads
References
Baker, W., Marn, M., & Zawada, C. (2001). Price smarter on the Net. Harvard Business Review, 79(2).
Boudreaux, C. J. (2020). The Importance of Industry to Strategic Entrepreneurship: Evidence from the Kauffman Firm Survey. Journal of Industry, Competition and Trade, 20(1). https://doi.org/10.1007/s10842-019-00310-7
Boylan, M. (2012). Review essay: Raymond Madden, Being Ethnographic: A Guide to the Theory and Practice of Ethnography and Monique Hennink, Inge Hutter and Ajay Bailey, Qualitative Research Methods . Qualitative Research, 12(5). https://doi.org/10.1177/1468794111436154
Chaffey, D. (2019a). RACE marketing model definition - What is? | Digital marketing Glossary. Digital Insights.
Chaffey, D. (2019b). What is Digital Marketing? A visual summary. Smart Insights.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: strategy, implementation and practice, (6th ed). Harlow: Pearson.
Conway, T., & Hemphill, T. (2019). Growth hacking as an approach to producing growth amongst UK technology start-ups: an evaluation. Journal of Research in Marketing and Entrepreneurship, 21(2). https://doi.org/10.1108/JRME-12-2018-0065
Deloitte Access Economics. (2015). Deloitte Report: SMEs Powering Indonesia’s success higher SME digital engagement could lift Indonesian economic growth by 2% a year.
DeSarbo, W. S., Blanchard, S. J., & Atalay, S. (2009). A new spatial classification methodology for simultaneous segmentation, targeting, and positioning (stp analysis) for marketing research. Review of Marketing Research, 5. https://doi.org/10.1108/S1548-6435(2008)0000005008
Dolan, R. J. (1997). Note on Marketing Strategy. Harvard Business Publishing.
Ekon.go.id. (2022). Ekonomi Indonesia Q2 Tahun 2022 Tumbuh Impresif di Tengah Ketidakpastian dan Krisis Global. Siaran Pers Kementrian Koordinator Bidang Perekonomian Republik Indonesia., 2022,. https://ekon.go.id/publikasi/detail/4420/ekonomi-indonesia-q2-tahun-2022-tumbuh-impresif-di-tengah-ketidakpastian-dan-krisis-global %0A
Fachriyan, H. A. ., Jamhari, J. ., Irham, I. ., & Waluyati, L. R. (2022). The Effect of E-Marketing Mix on Competitive Positional Advantage: A Study on E-Marketplaces in Indonesia. GENERAL MANAGEMENT.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.05.001
Florack, A., Egger, M., & Hübner, R. (2020). When products compete for consumers attention: How selective attention affects preferences. Journal of Business Research, 111. https://doi.org/10.1016/j.jbusres.2019.05.009
Giardino, C., Bajwa, S. S., Wang, X., & Abrahamsson, P. (2015). Key challenges in early-stage software startups. Lecture Notes in Business Information Processing, 212. https://doi.org/10.1007/978-3-319-18612-2_5
Green, D. C. (2003). Search Engine Marketing: Why it Benefits Us all. Business Information Review, 20(4). https://doi.org/10.1177/0266382103204005
Groenland, E. A. G. (2017). Using the Matrix Method for the Analysis of Deductive, Qualitative Research Data. An Introduction with an Annotated Illustration. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2769834
Hanlon, D., & Saunders, C. (2007). Marshaling resources to form small new ventures: Toward a more holistic understanding of entrepreneurial support. Entrepreneurship: Theory and Practice, 31(4). https://doi.org/10.1111/j.1540-6520.2007.00191.x
Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers? Taylor & Francis.
Ibrahim Wali, A. ., Majed Sadq, Z., & Sadulah Rasheed, J. (2016). The Role of Strategic Information System Characteristics on Customer Service Quality (An Empirical Study at Soran and Sardam Private Hospitals in Iraqi Kurdistan Region Erbil City). Ijhcs.
Jacob, D. A., & Rajeswari, M. (2018). Enhancement of customers satisfaction through social media for brand building in banking sector. International Journal of Mechanical and Production Engineering Research and Development, 8.
Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development, 22(4). https://doi.org/10.1108/JSBED-09-2013-0133
Kamadi, Y., Aras, M., Andriani, N., & Bayani, H. D. (2022). ENHANCING BRAND AWARENESS THROUGH DIGITAL COMMUNICATION STRATEGIES. Journal of Theoretical and Applied Information Technology, 100(23).
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10). https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P., & Armstrong, G. (2018). Kotler & Armstrong, Principles of Marketing | Pearson. In Pearson.
Kushwaha, G. S., & Agrawal, S. R. (2015). An Indian customer surrounding 7P[U+05F3]s of service marketing. Journal of Retailing and Consumer Services, 22. https://doi.org/10.1016/j.jretconser.2014.10.006
Lacarcel, F. J., & Huete, R. (2023). Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: a review. International Entrepreneurship and Management Journal. https://doi.org/10.1007/s11365-023-00843-8
Lovelock, C., & Wirtz, J. (2021). Services Marketing: People, Technology, Strategy, 7th edition (7th edition). Pearson Prentice Hall.
Makrides, A., Vrontis, D., & Christofi, M. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1). https://doi.org/10.1177/2278533719860016
Mandagie, W. C., Talib, F. E. A., Sahira, D. N., & Kristaung, R. (2020). Electronic Word-of-Mouth (eWOM) Model on Customers? Online Purchase Intention with Multi-Group Approach Digital Services. International Journal of Business Innovation and Research, 1(1). https://doi.org/10.1504/ijbir.2020.10038351
Marcus, K., Rohe, A., Grünig, R., Morrison, J. L., Mecca, T. V, Uncertainty, M., Risk, M., Theory, U., Pimlott, N., Uncertainty, M., Courtney, H., Kirkland, J., & Viguerie, P. (1999). Harvard Business Review On Managing Uncertainty. Harvard Business Review, 17(1977).
Masuabi, F. M., & Erasmus, L. D. (2017). Social media service innovation in South African retail banking: A case study. PICMET 2016 - Portland International Conference on Management of Engineering and Technology: Technology Management For Social Innovation, Proceedings. https://doi.org/10.1109/PICMET.2016.7806555
Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108, 79–93. https://doi.org/https://doi.org/10.1016/j.indmarman.2022.10.017
Mohammad, H. I. (2015). 7Ps Marketing Mix and Retail Bank Customer Satisfaction in Northeast Nigeria Haruna. British Journal of Marketing Studies, 3(3).
Molho, C., Vilhena, E., & Sousa, B. (2021). The role of digital marketing communication in brand equity: A study applied to Altice Forum Braga. Iberian Conference on Information Systems and Technologies, CISTI. https://doi.org/10.23919/CISTI52073.2021.9476636
Nouri, B. A., & Soltani, M. (2015). Evaluating the Effect of Tourism Marketing Mix on Buying Holiday Homes in Cyprus. International Journal of Business Administration, 6(5). https://doi.org/10.5430/ijba.v6n5p63
Novianti, E., Susilawati, E. A., Sesunan, M. F., Syamsiyah, N., & Astuty, E. Y. (2019). Development wedding planner using extreme programming method. IOP Conference Series: Materials Science and Engineering, 673(1). https://doi.org/10.1088/1757-899X/673/1/012049
Nuryama, R. (2022). Jumlah Pengguna Media Sosial Di Indonesia Pada Tahun 2022. https://www.tinewss.com/indonesia-news/pr-1853617810/jumlah-pengguna-media-sosial-di-indonesia-pada-tahun-2022#:~:text=TiNewss.Com - Ada 191%2C,9 persen dari total populasi.
Ogiemwonyi, O., Harun, A., Othman, B., Ismael, D., Alam, M. N., & Hamawandy, N. M. (2020). ANALYZING ISSUES AND CHALLENGES ON ENVIRONMENTALLY SUPPORTIVE BEHAVIOUR AMONG MALAYSIAN AND NIGERIAN CONSUMERS. Sci.Int.(Lahore), ISSN 1013-5316, 32(1).
Oh, C. S., Bailenson, J. N., & Welch, G. F. (2018). A systematic review of social presence: Definition, antecedents, and implications. In Frontiers Robotics AI (Vol. 5, Issue OCT). https://doi.org/10.3389/frobt.2018.00114
Opresnik, M. O. (2018). Effective Social Media Marketing Planning – How to Develop a Digital Marketing Plan. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 10913 LNCS. https://doi.org/10.1007/978-3-319-91521-0_24
Paraskevas, A., Katsogridakis, I., Law, R., & Buhalis, D. (2011). Search engine marketing: Transforming search engines into hotel distribution channels. Cornell Hospitality Quarterly, 52(2). https://doi.org/10.1177/1938965510395016
Peattie, K., & Peters, L. (1997). The marketing mix in the third age of computing. Marketing Intelligence & Planning, 15(3). https://doi.org/10.1108/02634509710165948
“Phil” Klaus, P., & Maklan, S. (2012). EXQ: A multiple-item scale for assessing service experience. Journal of Service Management, 23(1). https://doi.org/10.1108/09564231211208952
Pirraglia, E. ., Giuliani, F. ., De Cicco, R. ., Di Berardino, C. ., & Palumbo, R. (2023). The role of emotions in B2B product advertising on social media: a family business case study. Journal of Family Business Management, 13(1), 146-165.
Pogorelova, E. V., Yakhneeva, I. V., Agafonova, A. N., & Prokubovskaya, A. O. (2016). Marketing mix for e-commerce. International Journal of Environmental and Science Education, 11(14).
Prescott, J. (1999). The Evolution of Competitive Intelligence. Proposal Management, 6.
Priambada, S. (2017). The potential of social media for small and medium enterprises (SMEs) in Malang.
Ram, J., & Zhang, C. (2021). Examining the Role of Social Media Analytics in Providing Competitive Intelligence: The Impacts and Limitations. Journal of Global Information Management, 29(6). https://doi.org/10.4018/JGIM.20211101.oa15
Rizvanovi?, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186, 122128. https://doi.org/https://doi.org/10.1016/j.techfore.2022.122128
Safarnia, H., Akbari, Z., & Abbasi, A. (2011). Review of Competitive Intelligence & Competitive Advantage in the Industrial Estates Companies in the Kerman City: Appraisal and Testing of Model by Amos Graphics. International Business & Management, 2(2).
Sinkovics, R. R., Ghauri, P. N., & Penz, E. (2005). Analysing textual data in international marketing research. Qualitative Market Research: An International Journal, 8(1). https://doi.org/10.1108/13522750510575426
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2–3). https://doi.org/10.1016/j.lrp.2009.07.003
TODOR, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov, Series I: Engineering Sciences, 9(1), 51–56. http://ezproxy.leedsbeckett.ac.uk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=116699220&site=eds-live&scope=site
Walker, R. C., Cardon, P. W., & Aritz, J. (2018). Enhancing Global Virtual Small Group Communication Skills. Journal of Intercultural Communication Research, 47(5). https://doi.org/10.1080/17475759.2018.1475292
Wang, C. (2022). Efficient customer segmentation in digital marketing using deep learning with swarm intelligence approach. Information Processing & Management, 59(6), 103085. https://doi.org/https://doi.org/10.1016/j.ipm.2022.103085
Wibawa, B. M., Baihaqi, I., Nareswari, N., Mardhotillah, R. R., & Pramesti, F. (2022). UTILIZATION OF SOCIAL MEDIA AND ITS IMPACT ON MARKETING PERFORMANCE: A CASE STUDY OF SMEs IN INDONESIA. International Journal of Business and Society, 23(1), 19–34. https://doi.org/10.33736/ijbs.4596.2022
Yamin, A. Bin. (2017). Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers of Bangladesh. American Journal of Trade and Policy, 4(3). https://doi.org/10.18034/ajtp.v4i3.426
Zaikauskas, A., Correia, R. F., & Cunha, C. R. (2022). Digital Marketing Plan for CubiCasa OY USA. IBIMA Business Review, 2022. https://doi.org/10.5171/2022.476918
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Digital Marketing Strategy Wedding Planning Tools in Indonesia
ARTICLE HISTORY
Issue
Section
Copyright (c) 2023 Rosyidah Rahmah, Margareth Setiawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
