Development of Digital Marketing Strategy in the Education Industry
Indonesia Internet Service Providers Association (APJII) in 2018 released data that internet users in Indonesia amounted to 64,8 %. An increasing number of internet usage is used by marketers to market their products or services through the internet. Digital marketing strategy is needed by companie...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2020-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/10023 |
| _version_ | 1797921583996600320 |
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| author | Zulfa Fitri Ikatrinasari Sampik Krisning Tyas Babay Jutika Cahyana Purwanto Purwanto |
| author_facet | Zulfa Fitri Ikatrinasari Sampik Krisning Tyas Babay Jutika Cahyana Purwanto Purwanto |
| author_sort | Zulfa Fitri Ikatrinasari |
| collection | DOAJ |
| description |
Indonesia Internet Service Providers Association (APJII) in 2018 released data that internet users in Indonesia amounted to 64,8 %. An increasing number of internet usage is used by marketers to market their products or services through the internet. Digital marketing strategy is needed by companies in order to survive and compete. Marketing strategy planning in this study uses IE matrix approach by combining the SWOT and AHP methods. The purpose of this research is to determine the company's position and choose alternative priority strategies. The result of this study indicates that the company a strong internal position and responds well to opportunities and threats that exist. The company's position is in quadrant IV, meaning that the right strategy is to grow and develop and alternative priority strategies that have the highest weight is strengths – opportunities (SO). SO strategy, maximize its strength to seize opportunities, then the company's strategy is to have lots of customer satisfaction testimonials displayed on website and social media & the opportunity to make products easy to find, because the dissemination of information through the internet can quickly spread and reach all consumers.
Keywords: Marketing Strategy, Digital Marketing, Strengths, Weaknesses, Opportunities and Threats, Analytic Hierarchy Process
JEL Classification: M310
DOI: https://doi.org/10.32479/irmm.10023
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| first_indexed | 2024-04-10T14:17:59Z |
| format | Article |
| id | doaj.art-e3d8adb6533f4cd5aa6cc2d1bf5ec801 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T14:17:59Z |
| publishDate | 2020-07-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-e3d8adb6533f4cd5aa6cc2d1bf5ec8012023-02-15T16:09:26ZengEconJournalsInternational Review of Management and Marketing2146-44052020-07-011044635Development of Digital Marketing Strategy in the Education IndustryZulfa Fitri Ikatrinasari0Sampik Krisning Tyas1Babay Jutika Cahyana2Purwanto Purwanto3Universitas Mercu BuanaUniversitas Mercu BuanaInstitut Sains & Teknologi Al KamalInstitut Sains & Teknologi Al Kamal Indonesia Internet Service Providers Association (APJII) in 2018 released data that internet users in Indonesia amounted to 64,8 %. An increasing number of internet usage is used by marketers to market their products or services through the internet. Digital marketing strategy is needed by companies in order to survive and compete. Marketing strategy planning in this study uses IE matrix approach by combining the SWOT and AHP methods. The purpose of this research is to determine the company's position and choose alternative priority strategies. The result of this study indicates that the company a strong internal position and responds well to opportunities and threats that exist. The company's position is in quadrant IV, meaning that the right strategy is to grow and develop and alternative priority strategies that have the highest weight is strengths – opportunities (SO). SO strategy, maximize its strength to seize opportunities, then the company's strategy is to have lots of customer satisfaction testimonials displayed on website and social media & the opportunity to make products easy to find, because the dissemination of information through the internet can quickly spread and reach all consumers. Keywords: Marketing Strategy, Digital Marketing, Strengths, Weaknesses, Opportunities and Threats, Analytic Hierarchy Process JEL Classification: M310 DOI: https://doi.org/10.32479/irmm.10023 https://econjournals.com/index.php/irmm/article/view/10023 |
| spellingShingle | Zulfa Fitri Ikatrinasari Sampik Krisning Tyas Babay Jutika Cahyana Purwanto Purwanto Development of Digital Marketing Strategy in the Education Industry International Review of Management and Marketing |
| title | Development of Digital Marketing Strategy in the Education Industry |
| title_full | Development of Digital Marketing Strategy in the Education Industry |
| title_fullStr | Development of Digital Marketing Strategy in the Education Industry |
| title_full_unstemmed | Development of Digital Marketing Strategy in the Education Industry |
| title_short | Development of Digital Marketing Strategy in the Education Industry |
| title_sort | development of digital marketing strategy in the education industry |
| url | https://econjournals.com/index.php/irmm/article/view/10023 |
| work_keys_str_mv | AT zulfafitriikatrinasari developmentofdigitalmarketingstrategyintheeducationindustry AT sampikkrisningtyas developmentofdigitalmarketingstrategyintheeducationindustry AT babayjutikacahyana developmentofdigitalmarketingstrategyintheeducationindustry AT purwantopurwanto developmentofdigitalmarketingstrategyintheeducationindustry |