PENERAPAN TEKNIK DIGITAL MARKETING CAMPAIGN PADA USAHA RINTISAN DALAM MENGHADAPI ERA MARKETING 5.0
Article Sidebar
Read Counter : 25
Download : 10
Main Article Content
Abstract
Technological developments have occurred very quickly in people's lives, giving rise to digital technology and various other inventions. Society is required to be able to adapt to technological developments and adopt its sophistication in order to keep up with the times. The existence of sophisticated digital technology provides benefits for MSMEs and startups in terms of marketing. This PKM partner is a private school located in West Jakarta. The partner is experiencing problems in the form of a lack of introduction to technology in students, limited school curriculum that is less relevant to technological developments, and difficulty understanding various features in applications that have been inserted with the latest technology. The PKM FEB team of Tarumanagara University collaborated with partners and held counseling on the topic of Applying Digital Marketing Campaign Techniques to Business Startups in Facing the Marketing 5.0 Era. Broadly speaking, the counseling discussed content marketing (content planner, content action, content publish, and content evaluation). The counseling was accompanied by hands-on practice on content creation using chat GPT, gemini,and midjourney features and tools, content publication using instagram ads, and content evaluation using insight social media and not just analytics.All participants seemed to have an increased understanding of digital advertising which was reflected in their ability to answer all questions and practice all stages in front of the PKM Team. This activity ended with the awarding of certificates to all participants and a group photo session
ABSTRAK
Perkembangan teknologi telah terjadi sangat cepat di dalam kehidupan masyarakat sehingga memunculkan teknologi digital dan berbagai penemuan lainnya. Masyarakat dituntut untuk dapat beradaptasi dengan perkembangan teknologi dan mengadopsi kecanggihannya agar dapat mengikuti perkembangan zaman. Keberadaan teknologi digital yang canggih memberi manfaat bagi UMKM maupun usaha rintisan dari sisi pemasaran. Mitra PKM ini adalah sebuah sekolah swasta yang berada di Jakarta Barat. Pihak mitra sedang mengalami masalah yang berupa minimnya pengenalan teknologi di dalam diri para pelajar, keterbatasan kurikulum sekolah yang kurang relevan dengan perkembangan teknologi, serta sulitnya memahami berbagai fitur di dalam aplikasi yang telah disisipkan teknologi terkini. Tim PKM FEB Universitas Tarumanagara bekerja sama dengan pihak mitra dan mengadakan penyuluhan dengan topik Penerapan Teknik Digital Marketing Campaign Pada Usaha Rintisan Dalam Menghadapi Era Marketing 5.0. Secara garis besar, penyuluhan membahas tentang content marketing (content planner, content action, content publish, dan content evaluation). Penyuluhan disertai dengan praktik langsung mengenai pembuatan konten dengan menggunakan fitur dan tools chat GPT, gemini, dan midjourney, publikasi konten dengan menggunakan instagram ads, serta evaluasi konten dengan menggunakan insight social media dan not just analytics. Seluruh peserta terlihat mengalami peningkatan pemahaman mengenai periklanan digital yang dicerminkan dari kemampuan mereka dalam menjawab seluruh pertanyaan dan mempraktikan seluruh tahapan di depan Tim PKM. Kegiatan ini diakhiri dengan pemberian sertifikat kepada seluruh peserta dan sesi foto bersama
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Bakti Masyarakat Indonesia https://creativecommons.org/licenses/by-nc-sa/4.0/
References
Abdullah, A., Taliang, A., Efendi, B., Kasmi, M., & Aman, A. (2024). Examining the effects of entrepreneurial mindset, digital marketing innovation and networking on SME performance. Journal of System and Management Sciences, 14(6), 113-127. https://www.aasmr.org/jsms/Vol14/No.1/Vol.14%20No.1.05.pdf
Ancillai, C., Sabatini, A., Gatti, M., & Perna, A. (2023). Digital technology and business model innovation: A systematic literature review and future research agenda. Technological Forecasting and Social Change, 188. https://doi.org/10.1016/j.techfore.2022.122307.
Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020). Uniting the tribes: Using text for marketing insight. Journal of marketing, 84(1), 1-25. https://doi.org/10.1177/0022242919873106.
Budiarto, D. S., & Nordin, N. (2024). Technology transformation, innovation, and digital economy development in developing countries: A systematic literature review. Journal of Telecommunications and the Digital Economy, 12(1), 148-171. https://doi.org/10.18080/jtde.v12n1.802.
Ciulli, F., & Kolk, A. (2023). International Business, digital technologies and sustainable development: Connecting the dots. Journal of World Business, 58(4), Article 101445. https://doi.org/10.1016/j.jwb.2023.101445.
Fegada, A., & Veres, Z. (2024). The Moderating Role of Technological Capabilities in the Relationship between Entrepreneurial Marketing and Firm Performance. A Qualitative Approach. European Scientific Journal, ESJ, 27, 125-158. https://eujournal.org/index.php/esj/article/view/17894.
Hong, Y., Sawang, S., & Yang, H. P. (2024). How is entrepreneurial marketing shaped by E-commerce technology: a case study of Chinese pure-play e-retailers. International Journal of Entrepreneurial Behavior & Research, 30(2/3), 609-631. https://doi.org/10.1108/ijebr-10-2022-0951.
Humphreys, A., & Wang, R. J. H. (2018). Automated text analysis for consumer research. Journal of Consumer Research, 44(6), 1274-1306. https://doi.org/10.1093/jcr/ucx104.
Karno, A. I., & Sujarwadi, B. (2024). Pengaruh Copywriting Tiktok Hyalucera Moisturizer The Originote terhadap Minat Beli Masyarakat. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 2(2), 224-242. https://doi.org/10.61132/maeswara.v1i6.395.
Lincy, M. M. J. K., & Bella, K. M. J. (2024). An Analysis On The Impact Of Online Marketing Based Search Engine Advertisement Platform With Reference To Google And Bing Among Chennai. Educational Administration: Theory and Practice, 30(4), 9105-9115. https://doi.org/10.53555/kuey.v30i4.2285.
Mingione, M. & Abratt, R. (2020). Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36 (4), 1–28. https://doi.org/10.1080/0267257X.2020.1750453.
Nghiêm-Phú, B. (2022). Customers’ perspectives on marketing mix elements in social media-based purchases. International Journal of Internet Marketing and Advertising, 16(1), 81–97. https://doi.org/10.1504/IJIMA.2022.120967.
Panigyrakis, G., Panopoulos, A., & Koronaki, E. (2020). All we have is words: applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising, 39(5), 699-718. https://ktisis.cut.ac.cy/handle/20.500.14279/19155?locale=el.
Ramadhanti, T. F., Hendrasto, N., & Zaerofi, A. (2024). The Usage of Digital Marketing Channels by Micro, Small, and Medium Enterprises (MSME) in Nganjuk Regency. Applied Marketing and Sustainability, 2(1). 10.58968/ams.v2i1.442.
Razak, Ismail. (2024). Content marketing strategy in increasing consumer interaction on social media.Journal of Data Science, 2(01), 14-21. https://ejournal.seaninstitute.or.id/index.php/visualization/article/view/4008.
Rebecca, Eliana. Johana., & Revinzky, M. A. (2024). Designing Brand Guidelines, Content Pillars, and Content Calendar for UMKM Social Media Using Design Thinking Method. International Journal of Economics, Accounting and Management, 1(1), 11-21. https://jurnal.intekom.id/index.php/ijeam/article/view/409.
Sikrant, P. (2020). Impact of social media marketing on customer relationships and subsequent purchase: A case study of high fashion retail. Proceedings of the 7th European Conference on SocialMedia, ECSM 2020, 271– 279. https://doi.org/10.34190/ESM.20.075.
Tsou, H. T., & Chen, J. S. (2023). How does digital technology usage benefit firm performance? Digital transformation strategy and organisational innovation as mediators. Technology Analysis & Strategic Management, 35(9), 1114-1127. 10.1080/09537325.2021.1991575.
Wichmann, J.R.K., Uppal, A., Sharma, A., Dekimpe, G. (2021). A global perspective on the marketing mix across time and space. Int. J. Res. Mark. 39 (2), 502–521. https://doi. org/10.1016/j.ijresmar.2021.09.001.
Zhang, X., Zhao, Z., & Wang, K. (2024). The effects of live comments and advertisements on social media engagement: application to short-form online video. Journal of Research in Interactive Marketing, 18(3), 485-505. https://doi.org/10.1108/JRIM-02-2023-0069.