Developing customer value to perform effective digital marketing strategy for digital product
List of Authors
  • Evy Rachmawati Chaldun , Rivanda Alwan Abdu Raffi

Keyword
  • Digital Product, Human resources, Desired Customer Value, Marketing Strategy, Value driven

Abstract
  • During pandemic situations the adoption of technology and digital products is faster and growing, this situation makes a rapid growth of the startup industry. Many startups fail in the middle of the growing process. No market is still the biggest reason why startups failed. iSeek, as a newly formed startup which offers service through digital products, has been facing marketing issues that report marketing strategy implemented by iSeek did not meet the target in terms of awareness and engagement rate which led to a small amount of convention rate to iSeek service. The problem was a question for the company itself whether iSeek really has value that customers want or not. The researcher tries to find out what values are being desired by customers of digital products. This research aims to identify the values that can affect customer willingness to use the digital product, particularly in the human resources field and recommendations to improve marketing performance for digital products. This research is a qualitative approach with manual coding as a data processing technique to identify the values that are desired by the customer of a digital product. The data was collected from fourteen interview participants who live in the Greater Jakarta and West Java area aged from 19 to 24 years. The findings show several aspects which can influence customer desire for that particular product or service such as the ease of use of the product, relevant information that is expected, safety and security, the scope in the digital product, and personalization. It is recommended to have an understanding and better approach to introduce and promote the product about benefits that they can perceive and customer’s feedback and after service in order to improve the marketing for digital product or service.

Reference
  • 1. Bharadwaj, A., el Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). DIGITAL BUSINESS STRATEGY: TOWARD A NEXT GENERATION OF INSIGHTS (Vol. 37, Issue 2).

    2. Bryant, S. (2020, September 9). How Many Startups Fail and Why? Investopedia.

    3. Carvalho da Rosa, S., Schreiber, D., Schmidt, S., & Kuhn Junior, N. (2017). Publicado em 31.07. Revista de Gestão, 2, 22–43. https://doi.org/10.18028/2238-5320/rgfc.v7n2p22-43

    4. Cohan, P. (2014, August 22). To Keep Your Startup Alive, Keep Creating Value. Entrepreneur Asia Pasific.

    5. Dewi Nugroho, S., & Nuraeni, S. (n.d.). STUDY OF INTERPERSONAL INFLUENCE IN CHICKEN FARMERS WHATSAPP GROUP: A RHETORICAL ANALYSIS.

    6. Edelman, D. (2010). Four ways to get more value from digital marketing.

    7. Far Aziz, J.’. (n.d.). ANALYZING INFLUENCE FACTORS OF PURCHASING BEHAVIOR TOWARDS HOUSEPLANT SELLING PRODUCT FINAL PROJECT.

    8. Fostering Innovation, Integration and Inclusion Through Interdisciplinary Practices in Management. (n.d.).

    9. Graf, A., & Maas, P. (2008). Customer value from a customer perspective: A comprehensive review. In Journal fur Betriebswirtschaft (Vol. 58, Issue 1, pp. 1–20). https://doi.org/10. 1007/s11301-008-0032-8

    10. Harmon, R. R., & Laird, G. (1997). Linking marketing strategy to customer value: Implications for technology marketers. Innovation in Technology Management - The Key to Global Leadership, PICMET 1997: Portland International Conference on Management and Technology, 896–900. https://doi.org/10.1109/PICMET.1997.653700

    11. Hoffecker, E. (2019). Understanding Innovation Ecosystems: A Framework for Joint Analysis and Action. https://www.researchgate.net/publication/334099420

    12. James C. Anderson, & James A. Narus. (1998, December). Business Marketing: Understand What Customers Value. Harvard Business Review.

    13. Kotler, P. (2020). Marketing and Value Creation. Journal of Creating Value, 6(1), 10–11. https://doi.org/10.1177/2394964320903559

    14. Kuckertz, A., Berger, E. S. C., & Gaudig, A. (2019). Responding to the greatest challenges? Value creation in ecological startups. Journal of Cleaner Production, 230, 1138–1147. https://doi.org/10.1016/j.jclepro.2019.05.149

    15. Kumar, A. (2021, March 17). Value Creation and the Startup Ecosystem.

    16. Mahajan, G. (2020). What Is Customer Value and How Can You Create It? In Journal of Creating Value (Vol. 6, Issue 1, pp. 119–121). SAGE Publications Inc. https://doi.org/10.1177/ 2394964320903557

    17. Minaev, A. (2022, February 24). Startup Statistics (2022). First Site Guide.

    18. Popkova, E. G. (2020). Quality of Digital Product:Theory and Practice. International Journal for Quality Research, 14(1), 201–218. https://doi.org/10.24874/IJQR14.01-13

    19. Satish, K., Venkatesh, A., & Manivannan, A. S. R. (2021). Covid-19 is driving fear and greed in consumer behaviour and purchase pattern. South Asian Journal of Marketing, 2(2), 113–129. https://doi.org/10.1108/sajm-03-2021-0028

    20. Saunila, M., Rantala, T., & Ukko, J. (2017a). Characteristics of customer value creation in digital services. Journal of Service Science Research, 9(2), 239–258. https://doi.org/10.1007/ s12927-017-0012-4

    21. Saunila, M., Rantala, T., & Ukko, J. (2017b). Characteristics of customer value creation in digital services. Journal of Service Science Research, 9(2), 239–258. https://doi.org/10.1007/ s12927-017-0012-4

    22. Shona McCombes. (2019, September 19). Sampling Methods | Types, Techniques & Examples. Scribbr.

    23. Xiaozhou, D. (n.d.). A study on the relationship among customer behavior stickiness, motivation of shopping and customer value in the online shopping. https://doi.org/10.1108/ JCMARS-01-2019-0004