Digital marketing strategy for mobile commerce collaborative consumption startups

The rapid growth of Information Technology based start-up organizations in Indonesia is one that is noteworthy of attention. An example such mobile commerce start-up is an organization called TUKANG.COM, that provides collaborative consumption services for finding workers in the construction field that are suitable for customer’s needs. This research was conducted to formulate a digital marketing strategy most suitable for mobile commerce based collaborative consumption organizations. The establishment of the strategy employed SOSTAC (Situation Analysis, Objective, Strategy, Tactics, Action, Control) as the main framework, outfitted with additional theories embedded in SOSTAC’s respective phases. In this qualitative research, data was collected by means of open ended interviews to achieve an in-depth understanding of the issues discussed. The results yielded six unique digital marketing strategies for mobile commerce based collaborative consumption organizations. Furthermore, all respective strategies were then analyzed deeper to attain seventeen tactics that may be utilized as the endeavor to achieving those strategies.

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Recommended citation: P. P. Tardan, M. R. Shihab, and S. B. Yudhoatmojo. 2017. Digital marketing strategy for mobile commerce collaborative consumption startups. In 2017 International Conference on Information Technology Systems and Innovation (ICITSI). 309–314.