Digital Marketing and Global Marketing

Authors

  • Kusdiyanto Universitas Muhammadiyah Surakarta, Indonesia
  • Edy Purwo Saputro Universitas Muhammadiyah Surakarta, Indonesia
  • Mabruroh Universitas Muhammadiyah Surakarta, Indonesia
  • Dewi Probowati Setyaningrum Universitas Muhammadiyah Surakarta, Indonesia

DOI:

https://doi.org/10.53017/ujcd.252

Keywords:

Marketing, Global, Digital, Millennials

Abstract

Global marketing and digital marketing are key in entering the competitive global market. Therefore, competitive advantage is important even though on the other hand it cannot ignore the role of comparative advantage. Related to this, the millennial generation has an interest in knowing, understanding and mapping strategies to enter the global market with digital marketing. The method used was education and literacy involving 20 millennials. Tutorials with slides are expected to increase understanding of global markets and digital marketing. The results show that there is a collective awareness of the importance of understanding global markets and digital marketing to be able to win the competition in the era of globalization.

Downloads

Download data is not yet available.

References

B. K. P. D. Balakrishnan, M. I. Dahnil, and W. J. Yi, “The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y,” Procedia - Social and Behavioral Sciences, vol. 148, pp. 177–185, Aug. 2014, doi: 10.1016/j.sbspro.2014.07.032.

D. Blazheska, N. Ristovska, and S. Gramatnikovski, “The impact of digital trends on marketing,” UTMS Journal of Economics, vol. 11, no. 1, pp. 48–58, 2020.

F. Diez-Martin, A. Blanco-Gonzalez, and C. Prado-Roman, “Research Challenges in Digital Marketing: Sustainability,” Sustainability, vol. 11, no. 10, p. 2839, May 2019, doi: 10.3390/su11102839.

K. Kumar, “A Study Of The Growth Of Digital Marketing In Indian Scenario,” Pramana Research Journal, vol. 9, no. 1, pp. 388–394, 2019.

M. Faruk, M. Rahman, and S. Hasan, “How digital marketing evolved over time: A bibliometric analysis on scopus database,” Heliyon, vol. 7, no. 12, p. e08603, Dec. 2021, doi: 10.1016/j.heliyon.2021.e08603.

P. K. Kannan and H. “Alice” Li, “Digital marketing: A framework, review and research agenda,” International Journal of Research in Marketing, vol. 34, no. 1, pp. 22–45, Mar. 2017, doi: 10.1016/j.ijresmar.2016.11.006.

R. Langan, S. Cowley, and C. Nguyen, “The State of Digital Marketing in Academia: An Examination of Marketing Curriculum’s Response to Digital Disruption,” Journal of Marketing Education, vol. 41, no. 1, pp. 32–46, Apr. 2019, doi: 10.1177/0273475318823849.

Y. K. Dwivedi et al., “Setting the future of digital and social media marketing research: Perspectives and research propositions,” International Journal of Information Management, vol. 59, p. 102168, Aug. 2021, doi: 10.1016/j.ijinfomgt.2020.102168.

Z. Ghorbani, S. Kargaran, A. Saberi, M. Haghighinasab, S. M. Jamali, and N. Ale Ebrahim, “Trends and patterns in digital marketing research: bibliometric analysis,” Journal of Marketing Analytics, vol. 10, no. 2, pp. 158–172, Jun. 2022, doi: 10.1057/s41270-021-00116-9.

M. S. Gawade, “Fostering Innovation, Integration and Inclusion through Interdisciplinary Practices in Management,” International Journal of Trend in Scientific Research and Development, vol. Special Is, no. Special Issue-FIIIIPM2019, pp. 91–94, Mar. 2019, doi: 10.31142/ijtsrd23072.

Downloads

Published

2024-07-31

How to Cite

Kusdiyanto, Saputro, E. P., Mabruroh, & Setyaningrum, D. P. (2024). Digital Marketing and Global Marketing. Urecol Journal. Part F: Community Development, 3(1), 26–34. https://doi.org/10.53017/ujcd.252

Issue

Vol. 3 No. 1 (2023)

Section

Articles

License

Copyright (c) 2024 Kusdiyanto, Edy Purwo Saputro, Mabruroh, Dewi Probowati Setyaningrum

Creative Commons License

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

Most read articles by the same author(s)