##plugins.themes.academic_pro.article.sidebar##

Submitted
Aug 14, 2023
Published
Dec 30, 2023
Download
Fullpaper.pdf
Statistic
Read Counter : 67 Download : 55

##plugins.themes.academic_pro.article.main##

Abstract

The purpose of this research was to explore the effectiveness of the Smart Content Digital Marketing (SCDM) formula tailored to Indonesian millennial consumers within the context of online B2C businesses. The study aimed to develop a strategy that aligns with the distinctive characteristics of the millennial demographic while enhancing online business competitiveness. The research employed a combination of literature review and observational methods to formulate the SCDM strategy. It encompassed five main strategies: optimized social media content, influencer collaboration, diverse promotional approaches, consumer feedback engagement, and scheduled interactions. The findings revealed that the SCDM formula significantly resonated with Indonesian millennial consumers, resulting in enhanced engagement and loyalty towards online B2C businesses. The strategy's impact was observed through increased interaction rates, improved customer retention, and greater conversion rates. The personalized and tech-savvy approach of the SCDM strategy proved effective in capturing the attention of millennial consumers. The study's contribution lies in its development of a comprehensive strategy tailored to the nuances of the Indonesian millennial market. By strategically optimizing social media content, leveraging influencer endorsements, offering diverse promotions, maintaining a feedback loop, and implementing scheduled interactions, online businesses can effectively target and engage millennial consumers, fostering long-term loyalty and competitive advantage. In conclusion, this research underscores the significance of employing the SCDM formula for online B2C businesses targeting Indonesian millennials. The strategy's alignment with millennial characteristics and its positive impact on consumer engagement highlight its potential to reshape digital marketing approaches in an increasingly competitive landscape.

Keywords

Millennial Generation, Digital Marketing, Online Shopping

##plugins.themes.academic_pro.article.details##

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Author Biography

Denny Saputera, International Trade, Faculty of Economics and Business, Widyatama University, Bandung, Indonesia

-

References

  1. Abhinav Srivastava, Park Thaichon (2022). What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives. Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 3, 687-725.
  2. Achyar, Adrian.,. Brilliant, Mochammad, A. (2013). The Impact of Satisfaction and on Loyalty of E-commerce Customers. ASEAN Marketing Journal.
  3. Agrawal, D. K. (2022). Determining behavioural differences of Y and Z generational cohorts in online shopping. International Journal of Retail & Distribution Management.
  4. Asosiasi Pemasaran Digital Indonesia (2019). Jenis Digital Marketing Yang Wajib Kamu diketahui. https://digimind.id/10-jenis-digital-marketing-yang-wajib-kamu-ketahui/
  5. Badan Pusat Statistik (BPS). 2022. Statistik E-Commerce 2022
  6. Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Mana- gement, IT and Engineering 8(10), 321–339.
  7. Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
  8. Cetină, I., Munthiu, M.-C., & Rădulescu, V. (2012). Psychological and social factors that influence online consumer behavior. Procedia-Social and Behavioral Sciences, 62, 184–188.
  9. Chandra, A. F., & Nadjib, M. (2023). Digital Marketing in The Hospital: A Scoping Review. Journal of World Science, 2(1), 51–58.
  10. Charlesworth, A. (2018). Digital marketing: A prac- tical approach. New York, NY: Routledge
  11. Chuah, S. H.-W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of Retailing and Consumer Services, 36, 124–136
  12. Cizmeci, F., & Ercan, T. (2015). The effect of digital marketing communication tools to create brand awareness by housing companies. Megaron, 10(2), 149–161
  13. D, C. (2013). Definitions of E-marketing vs Internet vs Digital marketing.
  14. Www.Smartinsights.Com.https://www.smartinsights.com/digital- %0Amarketing-strategy/online-marketing-mix/%0Adefinitions-of-emarketing- vs-internet-vs-%0Adigital-marketing/
  15. Dedeoğlu, B. B., van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumuş, F. (2020). Effect of social media sharing on destination brand aware- ness and destination quality. Journal of Vacation Marketing, 26(1), 33–56
  16. Kannan, P. K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
  17. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). New Jersey: Pearson Education.
  18. Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48, 113–121.
  19. Hargittai, E. (2010). ‘Digital Na(t)ives? Variation in Internet Skills and Uses among Members of the “Net Generation”’ Sociological Inquiry, vol. 80, no. 1, pp. 92-113.
  20. Haroviz, Bruce. (2012). After GEN x, Millennials, what should next gengeratuin be ? USA Today
  21. Neil Howe, William Strauss, R.J. Matson (2020) (Millennials Rising The Next Great Generation Vintage
  22. Holliman, Geraint and Jennifer Rowley (2014), “Business to Business Digital Content Marketing: Marketers' Perceptions of Best Practice,” Journal of Research in Interactive Marketing, 8, 4, 269–93.
  23. Mutia, T. (2017). Generasi Milenial, Instagram dan Dramaturgi: Suatu Fenomena dalam Pengelolaan Kesan Ditinjau dari Perspektif Komunikasi Islam. Jurnal An-Nida', 41(2), 240-252.
  24. Nurmansyah, A. A. H. (2019). Pemanfaatan Digital Marketing pada UMKM (Usaha Mikro Kecil dan Menengah) Industri Kuliner di Kota Cimahi. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17.
  25. Onibala, T. (2017). Karakteristik Karyawan Generasi Langgas Menurut Pandangan Para Pemimpin.
  26. Paul, P. (2001), “Getting inside Gen Y”, American Demographics, Vol. 23 No. 9, September, pp. 42-9.
  27. Prensky, M. (2001). Digital natives, Digital immigrants Part 1. On the Horizon, 9(5), 1-6.
  28. Putri, L. P. I. K. (2019). Perilaku konsumen pengguna instagram di era marketing 4.0. Jurnal Mana- jemen Bisnis, 16(4), 20 –31
  29. Purwana, D., Rahmi, R., & Aditya, S. (2017). Peman- faatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17
  30. Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179– 203
  31. Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-wom, trust, and brand equity: Focusing on users of airline social media. Sustainability, 12, 1–18.
  32. Singh, Sangeeta and Stephan Sonnenburg (2012), “Brand Performances in Social Media,” Journal of Interactive Marketing, 26, 4, 189–97.
  33. Srivastava, A., & Thaichon, P. (2022a). What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives. Asia Pacific Journal of Marketing and Logistics
  34. Tapscott,D (2008). Grown Up Digital: How the Net Generation Is Changing Your World. New York, McGraw-Hill Education
  35. Tresnawati, Y., & Prasetyo, K. (2018). Pemetaan konten promosi digital bisnis kuliner Kika’s ca- tering di media sosial. Profesi Humas, 3(1), 102– 119.
  36. We Are Social (2017) Laporan Tahunan https://digitalreport.wearesocial.com/
  37. Wendy Ritz, Marco Wolf, Shaun McQuitty (2019) Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, Vol. 13 No. 2, 179-203
  38. W Strauss, N Howe (2020). Generations: The History of America's Future, 1584 to 2069. 1990
  39. Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: a case study of Beijing, China. Journal of Cleaner Production, 197, 1498–1507.
  40. Zhu, G., & Gao, X. (2019). Precision retail marketing strategy based on digital marketing model. Sci- ence Journal of Business and Management, 7(1), 33–37
  41. Zuhri, S., Fajriah, N., Wibowo, R. T. H., Prakoso, A. A. D., Indriani, R. O., Windari, A. T., Thomas, C., Auliya, A. Z., Annisa, M., & Yusuf, M. (2020). Teori Komunikasi Massa dan Perubahan Masyarakat (Vol. 5).