Role of Social Media Optimization in Digital Marketing with special reference to Trupay

Sahai, Seema; Goel, Richa; Malik, Priyanka; Krishnan, Chitra; Singh, Gurinder; Bajpai, Chitra

doi:10.14419/ijet.v7i2.11.11007

Cited by 13 publications

(9 citation statements)

References 7 publications

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“…Sahai et al. (2018) researched the usage of the Indian fintech service, TruePay, and found that social media played a significant role in TruePay's success.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Topic modeling was conducted to identify the trends of fintech and to analyze the contents of fintech. Sahai et al (2018) researched the usage of the Indian fintech service, TruePay, and found that social media played a significant role in TruePay's success. In particular, Facebook's TruePay page showed the largest traffic compared to other marketing channels.…”

Section: Introductionmentioning

confidence: 99%

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Marketing strategies for fintech companies: text data analysis of social media posts

Park

Kim

et al. 2022

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PurposeThis study aimed to present the methodology of the text data analysis to establish marketing strategies for fintech companies in a practical way. Specifically, the methodology was presented to convert customers' review data, which consisted of the text data (unstructured data), to the numerical data (structured data) by using a text mining algorithm “Global Vectors for Word Representation,” abbreviated as “GloVe”; additionally, the authors presented the methodology to deploy the numerical data for marketing strategies with eliminate-reduce-raise-create (ERRC) value factor analytics.Design/methodology/approachFirst, the authors defined the background, features and contents of fintech services based on a review of related literature review. Additionally, they examined business strategies, the importance of social media for fintech services and fintech technology trends based on the literature review. Next, they analyzed the similarity between fintech-related keywords, which represent the trends in fintech services, and the text data related to fintech corporations and their services posted on Facebook and Twitter, which are two of the most popular social media globally, during the period 2017–2019. The similarity was then quantified and categorized in terms of the representative global fintech companies and the status of each fintech service sector. Furthermore, the similarity was visualized, and value elements were rebuilt using ERRC strategy analytics.FindingsThis study is meaningful in that it quantifies the degree of similarity between customers' responses, experiences and expectations regarding the rapidly growing global fintech firms' services and trends in fintech services.Originality/valueThis study suggests a practical way to apply in business by providing a method for transforming unstructured text data into structured numerical data it is measurable. It is expected that this study can be used as the basis for exploring sustainable development strategies for the fintech industry.

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“…Sahai et al. (2018) researched the usage of the Indian fintech service, TruePay, and found that social media played a significant role in TruePay's success.…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Marketing strategies for fintech companies: text data analysis of social media posts

Park

Kim

et al. 2022

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“…Advanced marketing will build customer trust in business. One might say that practically all clients who need to purchase an item or pick a help will check the data accessible on the web (Sahai et al, 2018). They will check through sites, Instagram accounts, Facebook, Twitter, and other social stages that might have the option to give reliable data and content.…”

Section: Digital Marketing In Businessmentioning

confidence: 99%

Challenge and Opportunity of Marketing Digital-Based for Business Owners During Pandemic in Indonesia

Endrawati

Bangkara²,

Irdiana³

et al. 2022

iijse

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Challenges and opportunities in marketing businesses relying on digital applications during the pandemic have been felt to be very diverse and complex. The study aimed to obtain scientific evidence of the challenges and opportunities of digital application-based business marketing. We discussed them under a phenomenological approach where we sought answers to gain a new understanding of a phenomenal event, namely marketing during a pandemic. To get the information, we needed to visit various sources of information, and we studied with a literature review system that involved data coding, evaluation, and interpretation of data. We did a virtual search of the data on several publications related to economic-based digital marketing issues during the pandemic. Finally, we concluded intending to get valid answers. Our data search was carried out electronically on several sources with a publishing period between 2010 and 2022 based on the results. After reviewing various sources and discussing them, we can conclude that digital-based marketing for a profitable and sustainable business has undoubtedly been proven to face many challenges and opportunities. The question mark is that not all business people and customers understand and can apply point technology, while the opportunity is that digital technology applications can innovate business marketing efforts efficiently, effectively, and productively.

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“…Di dalam literatur tidak ditemukan defisini secara formal tentang SMO. Namun penelitian ini mengadopsi konsep dari Sahai-Goel yang mendefinisikan SMO sebagai salah satu teknik internet marketing dengan memanfaatkan media sosial sebagai saran untuk meningkatkan trafik sebuah website atau menumbuhkan kesadaran akan sebuah produk, media promosi, atau suatu kegiatan kepada konsumen secara luas dan efisien [8].…”

Section: Pendahuluanunclassified

“…Penggunaan SMO sebagai salah satu teknik untuk meningkatkan trafik kunjungan web seiring dengan semakin populernya sosial media di kalangan pengguan internet terutama pembeli online. Hal ini sesuai dengan saran dari para ahli di bidang digital marketing, bahwa teknik SMO sangat efektif membantu meningkatkan popularitas serta branding suatu produk [8][9][10]. Hal yang sama juga dinyatakan dalam penelitian yang dilakukan oleh Rossmann dan Young bahwa hasil penerapan SMO yang telah dilakukan menunjukkan adanya peningkatan terhadap lalu lintas web dan media sosial ke halaman website [11].…”

Section: Pendahuluanunclassified

Penerapan Optimasi Media Sosial Twitter Pada Website Penjualan Online Untuk Meningkatkan Jumlah Pengunjung

Nurhafina

Agustiono

Pramudita

2020

teknika

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Saat ini banyak perusahaan termasuk pengusaha batik di Madura telah memanfaatkan internet sebagai media pemasaran agar dapat menjangkau lebih banyak pelanggan dan area yang lebih luas. Hal ini karena internet memiliki kemampuan dalam diseminasi informasi kepada penggunanya secara cepat, murah, dan interaktif tanpa dibatasi oleh jarak dan waktu. Namun demikian, para pengusaha umumnya hanya mengandalkan website di dalam melakukan internet marketing ini. Akibatnya tidak jarang meskipun sudah memiliki website, para pengusaha batik di Madura sering kesulitan mendapatkan calon pembeli yang pada akhirnya akan menurunkan pendapatan. Penelitian terdahulu menyebutkan bahwa salah satu cara yang dapat digunakan untuk meningkatkan jumlah pengunjung dan popularitas website yaitu dengan menerapkan teknik Social Media Optimization (SMO). Oleh karena itu penelitian ini bertujuan untuk menerapkan metode SMO dengan memanfaatkan media sosial Twitter pada website penjualan online batik Madura untuk meningkatkan trafik pengunjung. Pada penelitian ini, SMO diterapkan, diuji, dan diukur nilai signifikansinya untuk mengetahui pengaruh trafik pengunjung terhadap website penjualan online batik Madura. Dari hasil pengujian yang telah diterapkan, pengunjung mengalami peningkatan yang signifikan di bulan kedua. Dilihat berdasarkan uji nilai t menggunakan paired t-test dimana korelasi antara sebelum dan sesudah dioptimasi sebesar 2%, dan t hitung 3,548 > t tabel 1,697 dengan nilai signifikansi 0,001 < alfa 0,05, yang berarti H0 ditolak dan H1 diterima atau hipotesis diterima. Hal ini menunjukkan bahwa metode SMO menggunakan Twitter dapat mempengaruhi peningkatan pengunjung meskipun dengan hasil yang ringkas.

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Role of Social Media Optimization in Digital Marketing with special reference to Trupay

Cited by 13 publications

References 7 publications

Marketing strategies for fintech companies: text data analysis of social media posts

Marketing strategies for fintech companies: text data analysis of social media posts

Challenge and Opportunity of Marketing Digital-Based for Business Owners During Pandemic in Indonesia

Penerapan Optimasi Media Sosial Twitter Pada Website Penjualan Online Untuk Meningkatkan Jumlah Pengunjung

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