Identification Of Creative Economy Marketing Strategies After The Covid-19 Pandemic Disruption
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Aug 30, 2022
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Abstract
Looking for various strategies to market the creative economy after a pandemic disruption is the best practice in running a business. Many studies have been conducted regarding one species during a pandemic, but few have led to the identification of post-pandemic strategies. This aticle was looking for some strategic business marketing strategy after pandemic. Therefore, the authors have collected some data from various publications or secondary data. Then we examine it under a phenomenological approach whose aim is to obtain some phenomenal relevant data to answer the discussion of this article, such as coding the data, evaluating the data, and concluding as desired. Get answers to research questions. Based on the existing data and the discussion of relevant topics, we can conclude that the strategies we have obtained include, among others, formulating products and prices for consumers. Furthermore, we try to maximize promotions with various strategies. Some are through social networking; some are paid media ads. A marketing system via email, then internet-based marketing, as well as direct sales strategies and strategies to identify product weaknesses and many methods that we believe are relevant for marketing strategies business after the pandemic. Thus, these findings will be useful material for further studies.
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How to Cite
Widjaja, G., Hertawaty Sijabat, H., Saepullah, A., Samad Arief, A., & Juliana. (2022). Identification Of Creative Economy Marketing Strategies After The Covid-19 Pandemic Disruption. Enrichment : Journal of Management, 12(3), 2403-2412. https://doi.org/10.35335/enrichment.v12i3.670
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Aslam, B., & Karjaluoto, H. (2017). Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda. Telematics and Informatics, 34(8), 1650–1662. https://doi.org/10.1016/j.tele.2017.07.011
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Bell, D. R., Corsten, D., & Knox, G. (2011). From Point of Purchase to Path to Purchase: How Preshopping Factors Drive Unplanned Buying. Journal of Marketing, 75(1), 31–45. https://doi.org/10.1509/jm.75.1.31
Berry, L. L., Bolton, R. N., Bridges, C. H., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for Innovation in the Delivery of Interactive Retail Services. Journal of Interactive Marketing, 24(2), 155–167. https://doi.org/10.1016/j.intmar.2010.02.001
Brata, B. H., Husani, S., & Ali, H. (2017). The influence of quality products, price, promotion, and location to product purchase decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4), 357–374.
Brockett, P. L., Coughlan, A. T., Ferrell, L., Ferrell, O. C., Golden, L. L., Ingene, C., Pelton, L. E., & Peterson, R. A. (2020). Direct Selling Under Scrutiny: Assessing Analytic Direct Selling Models (SSRN Scholarly Paper No. 3743816). https://doi.org/10.2139/ssrn.3743816
Castiglione, A., Cozzolino, G., Moscato, F., & Moscato, V. (2021). Cognitive Analysis in Social Networks for Viral Marketing. IEEE Transactions on Industrial Informatics, 17(9), 6162–6169. https://doi.org/10.1109/TII.2020.3026013
Chan, C.-C. H., Cheng, C.-B., & Hsien, W.-C. (2011). Pricing and promotion strategies of an online shop based on customer segmentation and multiple objective decision making. Expert Systems with Applications, 38(12), 14585–14591. https://doi.org/10.1016/j.eswa.2011.05.024
Chen, W., Wang, C., & Wang, Y. (2010). Scalable influence maximization for prevalent viral marketing in large-scale social networks. Proceedings of the 16th ACM SIGKDD international conference on Knowledge discovery and data mining, 1029–1038. https://doi.org/10.1145/1835804.1835934
Cohen, D. A., & Lesser, L. I. (2016). Obesity prevention at the point of purchase. Obesity Reviews, 17(5), 389–396. https://doi.org/10.1111/obr.12387
Gryshchenko, I., Chubukova, O., Bilovodska, O., Gryshchenko, O., & Melnyk, Y. (2020). Marketing-oriented approach to evaluating the strategy of distribution management for innovative products in logistics. WSEAS Transactions on Environment and Development. https://doi.org/10.37394/232015.2020.16.37
Harrison, F. (2013). Digging Deeper Down into the Empirical Generalization of Brand Recall: Adding Owned and Earned Media to Paid-Media Touchpoints. Journal of Advertising Research, 53(2), 181–185. https://doi.org/10.2501/JAR-53-2-181-185
Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212–230. https://doi.org/10.1108/JRIM-06-2015-0040
Hong, C.-W., & Chan, N.-W. (2010). Strength-weakness-opportunities-threats analysis of Penang National Park for strategic ecotourism management. World Applied Sciences Journal, 10(1), 136–145.
Hu, M., Li, X., & Shi, M. (2015). Product and Pricing Decisions in Crowdfunding. Marketing Science, 34(3), 331–345. https://doi.org/10.1287/mksc.2014.0900
Indrawati, M., Utari, W., Prasetyo, I., Rusdiyanto, R., & Kalbuana, N. (2021). Household Business Strategy during the Covid 19 Pandemic. Journal of Management Information and Decision Sciences, 24(1), 1–12.
Junusi, R. E. (2020). Digital Marketing During the Pandemic Period; A Study of Islamic Perspective. Journal of Digital Marketing and Halal Industry, 2(1), 15–28. https://doi.org/10.21580/jdmhi.2020.2.1.5717
Katz, H. (2016). The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (6 ed.). Routledge. https://doi.org/10.4324/9781315537870
Kurnianto, B. T., Sugiyanto, K. H., & Sukesi, K. (2013). Agrotourism Development Strategies Based on Institutional at Wonorejo Reservoir, Tulungagung, East Java, Indonesia. J. Environ. Earth Sci, 3, 11–17.
Lewis, S. (2015). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. Health Promotion Practice, 16(4), 473–475. https://doi.org/10.1177/1524839915580941
Merlin, F. M. (2012). A Study on Direct Selling Through Multi-Level Marketing. International Journal of Advancements in Research & Technology, 1(4), 1–3.
Meuter, M. L. (2021). Viewpoint: Internet revolution lessons applied to post-pandemic service delivery (a North American perspective). Journal of Services Marketing, 36(4), 476–481. https://doi.org/10.1108/JSM-05-2021-0183
Myers, J. L., Well, A. D., & Lorch Jr, R. F. (2010). Research design and statistical analysis Routledge. New York.[Google Scholar].
Nagle, T. T., & Müller, G. (2017). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (6 ed.). Routledge. https://doi.org/10.4324/9781315185309
Neger, M., & Uddin, B. (2020). Factors Affecting Consumers’ Internet Shopping Behavior During the COVID-19 Pandemic: Evidence From Bangladesh. Chinese Business Review, 19. https://doi.org/10.17265/1537-1506/2020.03.003
Ondieki, S. M., Okibo, W. B., Nyang’au, A., Obenge, P. O., Nyongesa, W. J., & Nyamasege, D. (2014). Effects of direct selling strategy on customer loyalty by commercial banks in Kisii County. International Journal of Business and Social Science, 5(3).
Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying Digital Transformation Paths in the Business Model of SMEs during the COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 104. https://doi.org/10.3390/joitmc6040104
Rachmawati, D., Shukri, S., Azam, S., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in Selangor, Malaysia. Management Science Letters, 9(9), 1341–1348.
Risaad, M., Syafari, R., Sompa, A. T., Budhi, S., & Yunani, A. (2021). Community Empowerment Strategy in Management of Swallow’s Nest Cultivation to Increase Regional Original Income In Kotabaru District. International Journal of Politic, Public Policy and Environmental Issues, 1(02), 70–79. https://doi.org/10.53622/ij3pei.v1i02.23
Sahni, Y., Cao, J., & Yang, L. (2019). Data-Aware Task Allocation for Achieving Low Latency in Collaborative Edge Computing. IEEE Internet of Things Journal, 6(2), 3512–3524. https://doi.org/10.1109/JIOT.2018.2886757
Sujana, S., & Agustian, E. (2013). Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Konsumen Studi Kasus Pada Produk Wall’s Conello. Jurnal Ilmiah Manajemen Kesatuan, 1(2), 169–178. https://doi.org/10.37641/jimkes.v1i2.264
Tambunan, T. S. (2020). SWOT Analysis for Tourism Development Strategy of Samosir Regency. TIJAB (The International Journal of Applied Business), 4(2), 90–105. https://doi.org/10.20473/tijab.V4.I2.2020.90-105
Uzochukwu, O., Tope, O. O., Efe, T., & Thankgod, O. K. (2021). Direct selling strategies and customers loyalty in the Nigerian deposit money banks. International Journal of Economic Perspectives, 15(1), 186–206.
Wang, W., & Street, W. N. (2018). Modeling and maximizing influence diffusion in social networks for viral marketing. Applied Network Science, 3(1), 1–26. https://doi.org/10.1007/s41109-018-0062-7
World Health Organization. (2019). Trends in maternal mortality 2000 to 2017: Estimates by WHO, UNICEF, UNFPA, World Bank Group and the United Nations Population Division. World Health Organization. https://apps.who.int/iris/handle/10665/327595
World Health Organization. (2020). Mental health and psychosocial considerations during the COVID-19 outbreak, 18 March 2020 (WHO/2019-nCoV/MentalHealth/2020.1). World Health Organization. https://apps.who.int/iris/handle/10665/331490
Zhang, X. (Alan), Kumar, V., & Cosguner, K. (2017). Dynamically Managing a Profitable Email Marketing Program. Journal of Marketing Research, 54(6), 851–866. https://doi.org/10.1509/jmr.16.0210