ANALYSIS ON E-COMMERCE PROMOTION CHANNEL BASED ON AGE SEGMENTATION: A CASE STUDY OF FABELIO
As the results of internet and technology development, e-commerce has become a phenomenon recently, where many companies shift their transaction process from a traditional to an electronic transaction. E-commerce is business transactions process through the network, including online advertising, ord...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/72454 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | As the results of internet and technology development, e-commerce has become a phenomenon recently, where many companies shift their transaction process from a traditional to an electronic transaction. E-commerce is business transactions process through the network, including online advertising, ordering, payment and the corresponding goods distribution and customer service. As one of the core e-commerce business activities, internet marketing strategy should be formulated carefully since it contributes to the firm’s performance as well. Even though that there is no one best technique or method to measure the effectiveness of a website, marketers could make use of metrics provided by website analytics to record the internet marketing performance and make a better plan afterward. Fabelio is a startup which trades furniture online that provides design-centric products. Striving through the startup phase, they are currently doing a guerilla online marketing through several channels. By analyzing current marketing strategy of Fabelio through their promotion channels, the researcher aims to point out their current condition, propose the best possible recommendation, and give insight on e-commerce startup marketing strategy. Previous literature has concluded that demographic do play significant role in internet browsing behavior. However, the influence only occurred through age segment, while gender segment does not play an important role. Therefore, the researcher would like to find the preferable promotion channel based on the age segmentation. The findings of this research showed that for age segment 18 to 44 years old, they prefer to reach the website through search query which result includes the ads of Fabelio website. Meanwhile, for age segment 45 years old and above, they were attracted to visit Fabelio through ads which are place in a popular social network, Facebook. This also described their browsing behavior. The results also showed that transactions mostly done by returning visitors rather than by new visitors. Therefore, it is essential for marketers to formulate a strategy to increase revisit intention of the visitors. |
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