THE IMPACT OF TECHNOLOGICAL ADVANCES ON THE DEVELOPMENT OF DIGITAL MARKETING ON TIKTOK
Received: 5th August 2024 Revised: 22nd August 2024, 3rd September 2024 Accepted: 10th August 2024
DOI:
https://doi.org/10.20319/pijss.2024.103.0111Keywords:
E-commerce, Digital Marketing, Tiktok, Aida Framework, DevelopmentAbstract
Technological advancements have revolutionized the marketing strategies employed by companies, particularly in the realm of digital marketing. Digital marketing utilizes digital technologies and online platforms to achieve more effective and efficient customer outreach on a global scale. This study aims to investigate the impact of technological progress on the evolution of digital marketing. Employing case studies from previous research, this study leverages the AIDA (Attention, Interest, Desire, and Action) framework to examine this relationship. The findings indicate a significant correlation between technological advancements and the growth of digital marketing, influenced by various factors. Furthermore, the rise of social media platforms, such as TikTok, has notably reshaped the digital marketing landscape. TikTok's unique structure and vast user base offer companies new opportunities to engage with their audience, create viral content, and boost brand awareness. The study highlights the importance of TikTok's algorithm, user engagement, and creative elements in enhancing digital marketing effectiveness, establishing it as a crucial tool for modern marketers.
References
Umami, Z., & Darma, G. S. (2021). Digital Marketing: Engaging Consumers with Smart Digital Marketing Content. https://doi.org/10.9744/jmk.23.2.94-103
Cizmelci, F., & Elrcan, T. (2015). The Effect of Digital Marketing Communication Tools to Create Brand Awareness by Housing Companies. Megaron, 10(2), 149–161. Http://Dx.Doi.Org/10.5505/Melga- Ron.2015.73745
Ritz, W., Wolf, M., & Mcquitty, S. (2019). Digital Marketing Adoption and Success for Small Businesses: The Application of The Do-It-Yourself and Technology Acceptance Models. Journal Of Research in Interactive Marketing, 13(2), 179– 203. Https://Doi.Org/10.1108/Jrim-04-2018-0062
Kiskis, M. (2009) Socialiniai Iššūkiai Tiesiogineli Elektronineli Rinkodarai Elkonomika Ir Vadyba, 14, P. 430- 440. Retrieved From: Http://Elcoman.Ktu.Lt/Indelx.Php/Elkv/Articlel/Vielwfilel/9403/4729
Vensovas, J. (2015). Naujomis Automobilių Deltalėmis Prelkiaujančių Įmonių Intelrneltinės Rinkodaros Analizė. Mokslo Taikomielji Tyrimai: Dabartis Ir Pelrspelktyvos, 1, P. 111–118. Retrieved From: Https://Www.Slk.Lt/Sitels/Delfault/Filels/Lelidinys_Mokslo_Taikomielji_Tyrimai_2015.Pdf
Kox, H. L. M. (2014). A Profile of The Online Advertising And Tracking Industry: Technology, Business Model and Market Structure. Retrieved From: Https://Papelrs.Ssrn.Com/Sol3/Papelrs.Cfm?Abstract_Id=2870603
Kotler, P., & Armstrong, G (2018). Principles of Marketing Global Edition 17th Edition. London: Pearson Education.
Leviäkangas, P. (2016). Digitalisation of Finland’s Transport Sector. Techno. Soc. 47(1), 1–15. https://doi.org/10.1016/j.techsoc.2016.07.001
Kohli, R., Mellville, N. (2019). Digital Innovation: A Review and Synthesis. Inform. Syst. J. 29 (1), 200–223. https://doi.org/10.1111/isj.12193
Krasnov A, Chargaziya G, Griffith R, And Draganov M. (2018). Dynamic and Static Elements of a Consumer's Digital Portrait and Methods of Their Studying Int. Sc. Conf. On Digital Transformation on Manufacturing, Infrastructure and Service. https://doi.org/10.1088/1757-899X/497/1/012123
Fantini, Elndah, Mohammad Sofyan, & Adel Suryana. (2021). Optimalisasi Sosial Media Sebagai Sarana Promosi Usaha Kecil Menengah Meningkatkan Penjualan Di Masa Pandemi Covid- 19. Jurnal Ekonomi, Manajemen, Bisnis Dan Sosial, 1(2), 126– 131.
Nasrullah, R. (2015). Media Sosial: Perspektif, Komunikasi, Budaya, Dan Sosioteknologi. Simbiosa Rekatama Media.
Visselr, Marjolelin, Berelnd Sikkelnga, & Mikel Berry. (2019). Digital marketing fundamentals from strategy to ROI. Taylor & Francis. https://doi.org/10.4324/9781003021674
Vinely, D., (2008). Get to the top on Google: tips and techniques to get your site to the top of the search engine rankings-- and stay there. Nicholas Brelalely Pub, London; Boston.
Yusnanto, T., Arifah, F.N., Wahyudiono, S., (2021). SElO Untuk Meningkatkan Potensi Wisata Di Desa Ngargoretno. Komatika 1, 49–54. https://doi.org/10.34148/komatika.v1i2.433
Kotler, P., Wong, V., Saunders, J., & Amstrong, G. (2005). Principle Of Marketing (4th European Edition eld.). Edinburg Gate, Harlow, England: Pearson Education Limited.
Zhang, X., Kumar, V., & Cosguner, K. (2017, December). Dynamically Managing a Profitable Email Marketing Program. Journal of Marketing Research, 54(6), 851-866.
https://doi.org/10.1509/jmr.16.0210
Mohammadi, M., Malekian, K., Nosrati, M., & Karimi, R. (2013). Email Marketing as a Popular Typel of Small Business Advertisement: A Short Review. Australian Journal of Basic and Applied Sciences.
Olufemi, O. O., Festus, A. F., & Adekunel, A. M. (2021). Accounting Software in Computerized Business Environment and Quality of Corporate Reporting. Journal of Finance and Accounting, 9(3), 101-110. https://doi.org/10.11648/j.jfa.20210903.16
Kotler, P. and Keller, K. L. (2016) Marketing Management. Global Edition (Vol. 15El). https://doi.org/10.1080/08911760903022556
Kotler, P and Amstrong, G. (2018) Principle of Marketing 17th Global Edition. United Kingdom: Pearson Education Limited.
Chaffey, Davel; Chadwick, Fiona Ellis; Mayer, Richard; and Johnston, Kelvin. (2009). Internet Marketing: Strategy, Implementation and Practice. Jakarta: Prentice Hall/Financial Times Heidrick and Struggles. 2009. The Adoption of Digital Marketing in Financial. Services Under Crisis.
Grewal, D. et al. (2019) ‘The Future of Technology and Marketing: A Multidisciplinary Perspective’, Journal of the Academy of Marketing Science, 48(1), pp. 1–8. https://doi.org/10.1007/s11747-019-00711-4
Khan Pathan, A.-S. (2018) ‘Technological advancements and innovations are often detrimental for concerned technology companies’, International Journal of Computers and Applications, 40(4), pp. 189–191. https://doi.org/10.1080/1206212X.2018.1515412
Jain, Dr.El. and Yadav, A. (2017) ‘Marketing and technology: Role of Technology in modern marketing’, IOSR Journal of Business and Management, 19(05), pp. 49–53 https://doi.org/10.9790/487X-1905064953
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
