Abstract
The development of the digital startup ecosystem in Indonesia is inextricably linked to digital marketing, as sales of startups occur digitally through websites or mobile applications (apps). The purpose of this study is to analyze the application of digital marketing strategies in Indonesian startups, along with the benefits and challenges of using digital marketing compared to traditional marketing in its efforts to become a “unicorn” startup. The research was conducted on digital startups at the developing level (cockroach) and high level (unicorn), thoroughly examining four startups in Indonesia from various industries. Data collection is carried out through in-depth interviews with key informants in the startup industry, representing various startup categories. This study indicates that the startups named Bukalapak, Sribu.com, Terampil.com, and Koolio.id use various digital marketing channels linked to workforce and marketing budgets, focusing on maximizing the most important media for each startup's category. Content marketing is found to be the primary strategy used by digital marketing practitioners in digital startups. In growing and becoming a unicorn, a combination of digital and traditional marketing is recommended to get the best possible outcomes.
Original language | English |
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Pages (from-to) | 2561-2573 |
Number of pages | 13 |
Journal | Journal of Theoretical and Applied Information Technology |
Volume | 100 |
Issue number | 8 |
Publication status | Published - 30 May 2022 |
Externally published | Yes |
Keywords
- Business Strategy
- Digital Marketing Communication
- Inbound Marketing
- Marketing Strategy
- Online Marketing
- Startups