Address
Dr. Agus Masrianto
Metro TV, Media Group Network, Jakarta, Indonesia
Hours
Monday–Friday: 9:00AM–5:00PM
Hello and welcome! My name is Dr. Agus Masrianto. I am a Doctor of Management and Business, and I’m a lecturer, guest speaker, trainer, and also strategist with a strong background in statistics, media, marketing, and business management.
With more than 20 years of experience as a professional in business and management, I have acquired the skills and knowledge necessary to make a successful collaboration in business and academic research.
Dr. Agus Masrianto
A strategist with a strong background in statistics, media, marketing, and business management.
The rapid development of ICTs causes changes in consumer behavior both in making product purchase decisions such as seeking information, evaluating alternatives and recommending the products and information they want. Furthermore, the development of ICTs is able to make consumers more connected, both with fellow consumers (consumer to consumer, C2C) and between consumers and companies (consumer to business, C2B). As an implication, this digital era provides both opportunities and challenges for business people, including marketers. Marketing actors are required to play an important role in finding, maintaining, and or encouraging consumer repurchase of the products or services they produce. Traditional marketing is predicted to be unable to meet consumer needs and satisfaction. In another sense, digital marketing capabilities are very important for business actors to have.
Digital marketing exists as a natural response for companies to reach their consumers through innovations that combine technology and marketing capabilities in the realm of increasing availability of online users. Digital marketing has not only become an advantage in competing, but has become a necessity for companies in running their business to achieve better performance. Therefore, companies must have digital marketing capabilities, namely the company’s ability to plan, manage, and implement digital marketing in the digital-based marketing arena. Companies are said to be able to carry out digital marketing planning when the company’s goals, targets, key success indicators, and investments needed to optimize digital channels are well defined. Furthermore, the company is said to be able to manage digital marketing when the company has been able to select and allocate the right resources to carry out digital marketing activities, these resources include employees, skills, structures, strategies, systems, culture, and values owned by the company. Furthermore, the company is said to be able to implement digital marketing when the company has been able to reach, interact, and generate sales through online, and can build support and emotional relationships with its customers through digital channels.
The research results of Field et al. (2019) states that by leveraging their digital marketing capabilities, advertisers can achieve impressive results, meaning costs are down 30% while revenue is up 20%. Even for companies that use high technology and supervision skills from their human resources, their campaign performance can increase by 30%. According to Trainor et al. (2010), digital marketing capabilities represent a company’s competence in using the internet and other information technologies to facilitate in-depth interactions with customers. These interactions give customers access to company resources and information as well as provide companies with information about their customers. Digital marketing capability is a multidimensional construct consisting of three important and complementary resources: IT resources, human resources, and business resources.
IT resources refer to the implementation of the technology infrastructure that supports digital marketing initiatives. Human resources represent the managerial support and organizational culture that embraces this initiative. Finally, the business resources dimension includes the extent to which technology is integrated across the organization. Meanwhile, market orientation or the company’s ability to understand and respond to customers is a critical prerequisite for achieving digital marketing capabilities.
According to Field et al. (2019), The level of digital marketing capability refers to the technological enabler and organizational enabler. This capability is determined by 6 construct variables, namely:
- Connected data: connecting various data sources, both online and offline, to determine target customers and get a perfect picture of customers.
- Automation and Integrated Tech: build integrated and automation tools such as web analytics and integrated advertising technology.
- Actionable measurement: can identify consumer needs in each customer line.
- Strategic partnership: conducting effective collaboration with partners and marketing technology providers
- Specialist skills: conducting training and improving employee skills and eliminating employee knowledge gaps.
- Agile timing with a Fail-Fast Culture: create an adaptable organization.
According to Chaffey and Chadwick (2016), digital marketing capabilities is the company’s ability to plan and implement digital marketing. These capabilities refer to the processes, structures, and skills that are the foundational assets of companies to succeed in the digital age. The company’s digital marketing capabilities in this context include (1) plan, (2) reach, (3) act, (4) conversion, (5) engagement, (6) brand, and (7) governance.
Dr. Agus Masrianto
A strategist with a strong background in statistics, media, marketing, and business management. Scientific Researcher, Statistics Specialist, Data Scientist, Digital & Social Media Marketer.