Digital marketing strategy for mobile commerce collaborative consumption startups

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Citations (Scopus)

Abstract

The rapid growth of Information Technology based start-up organizations in Indonesia is one that is noteworthy of attention. An example such mobile commerce start-up is an organization called TUKANG.COM, that provides collaborative consumption services for finding workers in the construction field that are suitable for customer's needs. This research was conducted to formulate a digital marketing strategy most suitable for mobile commerce based collaborative consumption organizations. The establishment of the strategy employed SOSTAC (Situation Analysis, Objective, Strategy, Tactics, Action, Control) as the main framework, outfitted with additional theories embedded in SOSTAC's respective phases. In this qualitative research, data was collected by means of open ended interviews to achieve an in-depth understanding of the issues discussed. The results yielded six unique digital marketing strategies for mobile commerce based collaborative consumption organizations. Furthermore, all respective strategies were then analyzed deeper to attain seventeen tactics that may be utilized as the endeavor to achieving those strategies.

Original languageEnglish
Title of host publication2017 International Conference on Information Technology Systems and Innovation, ICITSI 2017 - Proceedings
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages309-314
Number of pages6
ISBN (Electronic)9781538631003
DOIs
Publication statusPublished - 23 Jan 2018
Event4th International Conference on Information Technology Systems and Innovation, ICITSI 2017 - Bandung, Indonesia
Duration: 23 Oct 201724 Oct 2017

Publication series

Name2017 International Conference on Information Technology Systems and Innovation, ICITSI 2017 - Proceedings
Volume2018-January

Conference

Conference4th International Conference on Information Technology Systems and Innovation, ICITSI 2017
Country/TerritoryIndonesia
CityBandung
Period23/10/1724/10/17

Keywords

  • Collaborative Consumption
  • Digital Marketing
  • Mobile Commerce
  • Strategy

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