Analyzing Digital Marketing Strategy Implementation (A Case Study Of 9 Beauty Online Store)

Abstract

Purpose: This study aims to analyze the implementation of digital marketing strategies at 9 Beauty Online Store and examine how these strategies contribute to customer engagement and marketing performance.

Design/methodology/approach: This study employed a qualitative approach using a case study design. Data were collected through in-depth interviews, direct observation, and documentation involving three key informants: the business owner, the digital marketing administrator, and the marketplace administrator. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data collection, data reduction, data display, and conclusion drawing/verification.

Findings: The findings indicate that the implementation of digital marketing at 9 Beauty Online Store is supported by four major aspects: content marketing, social media marketing, marketplace optimization, and supporting and inhibiting factors. Consistent content creation, interactive communication, and effective utilization of marketplace features contribute to customer engagement and marketing performance. However, challenges such as market competition and changes in platform algorithms remain significant obstacles.

Practical implications: The findings provide practical insights for online business owners in developing effective digital marketing strategies by optimizing social media content, strengthening customer engagement, and utilizing marketplace features to improve business performance.

Originality/value: This study provides a comprehensive qualitative analysis of digital marketing implementation in a local online beauty business by integrating content marketing, social media marketing, marketplace optimization, and organizational factors within a single analytical framework.

Paper type: Empirical paper.