TY - JOUR
T1 - Digital marketing strategy for laboratories marketplace
AU - Safanta, A.
AU - Shihab, M. R.
AU - Budi, N. F.A.
AU - Hastiadi, F. F.
AU - Budi, I.
N1 - Publisher Copyright:
© Published under licence by IOP Publishing Ltd.
PY - 2019/4/16
Y1 - 2019/4/16
N2 - The rapid development of Information Technology (IT) in Indonesia influences the trend towards the establishment of IT-based startups. Pesanlab is an example of such start-up that offers a healthcare diagnostic platform connecting laboratories to consumers. As a vast growing organization, Pesanlab requires a set of strategies to assist in attaining organizational goals and predetermined targets. The purpose of this research is to formulate a digital marketing strategy, more specifically one that is suited for digital start-up organizations. The SOSTAC framework, complemented with additional relevant theories, such as SWOT analysis, SMART Objectives, RACE planning objectives was employed as a robust framework in terms of formulating a digital marketing strategy. This research formulated 3 targets, 9 strategies and 32 tactics.
AB - The rapid development of Information Technology (IT) in Indonesia influences the trend towards the establishment of IT-based startups. Pesanlab is an example of such start-up that offers a healthcare diagnostic platform connecting laboratories to consumers. As a vast growing organization, Pesanlab requires a set of strategies to assist in attaining organizational goals and predetermined targets. The purpose of this research is to formulate a digital marketing strategy, more specifically one that is suited for digital start-up organizations. The SOSTAC framework, complemented with additional relevant theories, such as SWOT analysis, SMART Objectives, RACE planning objectives was employed as a robust framework in terms of formulating a digital marketing strategy. This research formulated 3 targets, 9 strategies and 32 tactics.
UR - http://www.scopus.com/inward/record.url?scp=85065727916&partnerID=8YFLogxK
U2 - 10.1088/1742-6596/1196/1/012078
DO - 10.1088/1742-6596/1196/1/012078
M3 - Conference article
AN - SCOPUS:85065727916
SN - 1742-6588
VL - 1196
JO - Journal of Physics: Conference Series
JF - Journal of Physics: Conference Series
IS - 1
M1 - 12078
T2 - International Conference on Information System, Computer Science and Engineering 2018, ICONISCSE 2018
Y2 - 26 November 2018 through 27 November 2018
ER -