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Congress Research Powerpoint

1. The document discusses digital marketing strategies for online sellers. It analyzes factors like segment of one, customer-led positioning, online auctions, and relationship marketing. 2. It finds that segment of one and relationship marketing have the highest levels of effectiveness among online sellers. Most sellers have been in business for less than 5 years. 3. The document recommends online sellers target specific customer segments using various marketing channels. It also suggests innovating products/services and using online auctions to liquidate excess inventory. Nurturing online presence to build relationships with customers is also advised.

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Elle Sanchez
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129 views12 pages

Congress Research Powerpoint

1. The document discusses digital marketing strategies for online sellers. It analyzes factors like segment of one, customer-led positioning, online auctions, and relationship marketing. 2. It finds that segment of one and relationship marketing have the highest levels of effectiveness among online sellers. Most sellers have been in business for less than 5 years. 3. The document recommends online sellers target specific customer segments using various marketing channels. It also suggests innovating products/services and using online auctions to liquidate excess inventory. Nurturing online presence to build relationships with customers is also advised.

Uploaded by

Elle Sanchez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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DIGITAL MARKETING: A

STRATEGY OF ONLINE SELLERS

 
Joycee Ann M. Yuson
Frelyn G. Compania
Russel B. Sian
INTRODUCTION
 An online business is a way to start a business on the internet by either selling your products or services. It
may seem difficult, but with enough effort and careful planning. A college student can fully establish a
business that can give them larger advantage in the job market. Students must know how to engage in
business in an early age to help them gain more experience in business industry. Aside from that, there’s a
lot of benefits they can decides the time of transaction and the opportunities to manage business from
anywhere in the world whether on school or at home. Online business is very flexible to anyone who wants
to engage in this kind of business. (Cuna2004)
 In this highly competitive world where so many people engaging in online business around the globe
offering similar goods and services, you need to have pretty clear picture on what makes you special. Before
you invest your money, time and effort into marketing, you need to know exactly what makes your online
business unique and why people chose to do business with you, and not your online competitors. However,
your unique selling point doesn’t always guarantee that you will defeat your rival especially when the
competitors you are facing is better than you and had a lot of more firepower in his disposal depending on
how large the scale and size of its business. Thus, knowing how we strategize in order to be competitive on
the established market and finds what are those things that make us stand out on others, is very vital before
making a move on opening online business. (Guinn 2015)
Statement of the Problem:
This study aimed to determine Digital Marketing as a Strategy of Online Sellers. It seeks to answer the
following question.
1. What is the profile of the respondents in terms of:
1.1 Capital
1.2 Source of supply
1.3 Number of years in operation
2. What is the level of digital marketing strategy of the respondents in terms of
2.1 Segment of One
2.2 Customer-Led Positioning
2.3 Online Auction
2.4 Relationship Marketing
3. Is there significant difference in the digital marketing strategy when grouped according to profile?
Hypothesis of the study
There is no significant difference in the digital marketing strategy when grouped according to profile.
Theoretical and Conceptual Framework

 This study utilized “The Theory of Digital Marketing” by Alfred Sarkissian which stated
that Information and telecommunications technologies such as internet, mobile phones and
digital televisions opened new channels of marketing. Consumers are increasingly using
these technologies to access companies. Digital marketing has four (4) factors which are
Segments of One, Customer-Led Positioning, Online Auction and Relationship
Marketing that increase and allows small-business owner their companies though
innovative mean. The indicator of this Marketing strategy is being used as independent
variables in this study among online sellers, who are respondents in this inquest
undertaking.
Main Variables

Profile
•Capital
•Source of Supply
•Number of Years in
Operation

Digital Marketing
•Segment of One
•Customer-Led
Positioning
•Online Auction
•Relationship Market

Figure 1. Conceptual Framework showing the variables of the study


Research design
The descriptive method was being used in this study. Descriptive correlation method involves in collecting data
by the use of test questionnaire to answer the question by the respondents in order to determine the Marketing Strategy
of online sellers.(Harrison 2011)
Research Respondents
The respondents of this study are selected individuals who are engaged in online businessaged 18-45. This study
used the convenient sampling method which consists of thirty (30) respondents to serve as the respondents of the
study.
Statistical Treatment of the Data
The statistical tools were used to analyse and interpret data were as follows:
Mean – This tool was used to determine a digital marketing strategy of online sellers and their profile.
Analysis of Variance (ANOVA) – this is used to determine the significant difference of digital marketing
strategy when grouped according to profile.
 
Summary and Findings
findings of the study are summarized as follows:
1. Profile of the respondents when it comes to their starting capital, below 10,000 have the highest share of
respondents with 63% percent rating. Followed by respondents who have a starting capital of 10,001 up to
50,000 with 37% percent rating. In terms of the respondent's primary source of supply, majority of the
respondents states that they have other places with 53% percent which has the highest ratings, followed by
commercial center with 37 % percent of rating. As for the respondent's years in operation, most of the
respondents stated that they operated below 5 years with 80% percent rating followed by those who operated
from 6 years to 10 years with 17% ratings
2. On the level of digital marketing strategy of online sellers with regards to segment of one with mean of 4.30
which indicates that the level of segment of one is very high, which means segmenting customers base on their
age, gender, lifestyle, values, interest etc. And make a marketing plan to each segmented group more likely gain
more market shares. Furthermore, the level of digital marketing strategy of online sellers with regards to
customer led-positioning has a mean of 4.28, which signifies that the level of customer led-positioning is very
high as the more we determine uniqueness, benefits and attractiveness of each product with the right positioning
with the use of image and perception, most likely attracts more customer. Moreover, the level of digital
marketing strategy of online sellers with regards to online auction has a mean of 4.07 which signifies that the
level of online auction is high which denotes that using online auction sites or own website is helpful in selling
off excess inventory quickly. Lastly, on the level of digital marketing strategy of online sellers with regards to
marketing relationship has a mean of 4.53, which signifies that the level of marketing relationship is very high
which means nurturing online presence and building up good reputation by providing genuine products and
information helps in building good relationship and have more loyal and satisfied customer
3. Significant differences are shown in the level of digital marketing strategy of online sellers when analyzed
under moderator variable of starting capital, source of supply and years in operation. In terms of starting capital,
the overall f-value is 0.17 and 0.28. In terms of their source of supply, have overall f-value of 0.77, 0.59, 3.46
and 1.41. Lastly, in terms of years in operation the overall f-value of 0.63, 1.12 and 1.73. F-test was also used to
examine if there were significant differences on the level of digital marketing of online sellers when respondents
are group according to their starting capital, source of supply and years in operation. The result presented that
there is no significant differences exist
Recommendation

 Among the moderator variables, segment of one, customer led-positioning and relationship
marketing have the highest level of effectiveness. It is recommended that online sellers
should use direct mail, magazine, radio, and internet marketing to target their segmented
group. Online sellers should know how to target specific customers entails creating the
right advertising message with the right media.
 It is recommended that online sellers must avoid to run risk of stifling growth because of
competing change rather, learn how to innovate and improve utility of their products and
services. This is to create uniqueness and established their image.
 Because of the modern technology, it is recommended to use online auctions to liquidate
products that are overstocked or dated. It is a good and least expensive ways to market the
products and services. Those luxury items must auction at a low starting prize since in
bidding theirs a lot of participants, online sellers must take risk to ensure profit.
 Lastly, it is recommended to nurture the online presence of online sellers and everybody
that is a part of it to ensure that we will be able to give customers that they are being
attended to .

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