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Review Jurnal Tugas Mata Kuliah Digital Marketing.pptx

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Bulir Samudera

The document discusses the opportunities and challenges of Instagram's algorithm for online florists in Denpasar, Bali in improving their competitive advantage. The algorithm aims to improve Instagram's system but can reduce the number of viewers. It discusses integrated marketing communication, digital marketing, social media marketing, artificial intelligence, and how the Instagram algorithm works. It also defines competitive advantage. The research analyzes how online florists can leverage opportunities and overcome challenges of the algorithm to increase their competitive position.

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Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage Volume 4, Issue 1, January 2019 International Journal of Innovative Science and Research Technology ISSN No:-2456-2165 Muhammad Baiqun Isbahi 2021219230010
I. INTRODUCTION In 2018, Instagram launched a new systematics of work, the Instagram algorithm which adopted an artificial intelligent and big data-based work system. This Instagram algorithm aims to improve Instagram's work system and to avoid cheating by Instagram users such as the use of auto likes, auto follow, auto comment and auto unfollow. But, Instagram algorithm creates controversy due to the complexity of the application and its impact which can reduce the number of audiences from user content. The lack of online florists knowledge of the Instagram algorithm closes the opportunity to increase competitive advantage and only focus on challenges. This should have a serious impact on the development of sales and will end in decreasing the use of Instagram as a marketing platform. However, the phenomenon that occurs is that the use of Instagram for business purposes is increasing, especially for online florists in the city of Denpasar.
II. LITERATURE REVIEW A. Integrated Marketing Communication Communication affects satisfaction, trust, and loyalty. Integrated marketing communication (Integrated Marketing Communication) becomes a new strategy oriented in building more effective and efficient communication with consumers. Integrated marketing communication is the process by which consumers see offers, products, services, companies and actors.
II. LITERATURE REVIEW B. Digital Marketing Digital marketing is defined as marketing activities that used internet-based media[1]. The American Marketing Association (AMA) defines digital marketing as an activity, institution and process facilitated by digital technology in creating, communicating and conveying values to consumers and other parties.
II. LITERATURE REVIEW C. Social Media Marketing Social media is known to be the right place to reach the target market in business goals[7]. Arrigo (2018) says that social media is an application for collecting data that is interactive and controlled by users which can help users to distribute experiences in business and social. Social media is also said to be a collaborative project, community, blog / micro blog, or social networking site that uses mobile and web-based devices that are used to create interactive platform where users can share, together create things, discuss and modify content that generated by the user.
II. LITERATURE REVIEW D. Artificial Intelligent Artificial Intelligence (AI) is an important thing that affects the performance of each platform to support this social media marketing process. Gadanidissaid that AI is a science that studies how to make computers and computer software with intelligent behavior. Artificial Intelligent gives such a great effect and provides new innovations to deliver new content through social media to the right targets.
II. LITERATURE REVIEW E. Instagram Algorithm Instagram algorithm is the latest instagrams systematic that has just been implemented in early 2018. The Instagram algorithm is a logical and systematic arrangement of big data based on Instagram with the aim to answer user needs. The way the Instagram algorithm works is categorized in several points such us Algorithm post exposure, shadow banned, interaction, Instagram stories, hashtag, edit caption also post and repost. After this algorithm be valid, in the first 60 minutes after users posting a content on Instagram will be monitored. Userspost will not be immediately seen by all audience/Instagram users.
II. LITERATURE REVIEW Competitive Advantage According to Sigalas [12]Competitive Advantage is a basic concept used in management strategies because this competitive advantage explains how differences in performance between companies. Competitive Advantage is defined as the best effort made by a company to face market competition compared to its competitors. According to Sigalas [12]Competitive Advantage is the ability of the average industry to exploit market opportunities and neutralize the threat of competition.
III. RESEARCH METHOD This research was held in Denpasar City with online florists who actively market their products through Instagram and have many followers as research informants. The type of data from this study is descriptive qualitative. The source of primary data is taken through the results of direct interviews with research informants and secondary data taken from the literature as well as journals related to the topic of research. The key instrument in this Instagram algorithm research is the researcher himself. Data collection techniques are done by means of interviews (in dept interview), observation and documentation while the data analysis technique used is the analysis of the Miles and Huberman models, namely data reduction, data presentation and conclusions. Source triangulation was used as the data validity technique in this study.
IV. RESULT AND DISCUSSION A. Opportunities of Instagram Algorithm for Online Marketers B. Challenges of Instagram Algorithm for Online Marketers C. Opportunities and Challenges in Improving Competitive Advantage

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Review Jurnal Tugas Mata Kuliah Digital Marketing.pptx

  • 1. Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage Volume 4, Issue 1, January 2019 International Journal of Innovative Science and Research Technology ISSN No:-2456-2165 Muhammad Baiqun Isbahi 2021219230010
  • 2. I. INTRODUCTION In 2018, Instagram launched a new systematics of work, the Instagram algorithm which adopted an artificial intelligent and big data-based work system. This Instagram algorithm aims to improve Instagram's work system and to avoid cheating by Instagram users such as the use of auto likes, auto follow, auto comment and auto unfollow. But, Instagram algorithm creates controversy due to the complexity of the application and its impact which can reduce the number of audiences from user content. The lack of online florists knowledge of the Instagram algorithm closes the opportunity to increase competitive advantage and only focus on challenges. This should have a serious impact on the development of sales and will end in decreasing the use of Instagram as a marketing platform. However, the phenomenon that occurs is that the use of Instagram for business purposes is increasing, especially for online florists in the city of Denpasar.
  • 3. II. LITERATURE REVIEW A. Integrated Marketing Communication Communication affects satisfaction, trust, and loyalty. Integrated marketing communication (Integrated Marketing Communication) becomes a new strategy oriented in building more effective and efficient communication with consumers. Integrated marketing communication is the process by which consumers see offers, products, services, companies and actors.
  • 4. II. LITERATURE REVIEW B. Digital Marketing Digital marketing is defined as marketing activities that used internet-based media[1]. The American Marketing Association (AMA) defines digital marketing as an activity, institution and process facilitated by digital technology in creating, communicating and conveying values to consumers and other parties.
  • 5. II. LITERATURE REVIEW C. Social Media Marketing Social media is known to be the right place to reach the target market in business goals[7]. Arrigo (2018) says that social media is an application for collecting data that is interactive and controlled by users which can help users to distribute experiences in business and social. Social media is also said to be a collaborative project, community, blog / micro blog, or social networking site that uses mobile and web-based devices that are used to create interactive platform where users can share, together create things, discuss and modify content that generated by the user.
  • 6. II. LITERATURE REVIEW D. Artificial Intelligent Artificial Intelligence (AI) is an important thing that affects the performance of each platform to support this social media marketing process. Gadanidissaid that AI is a science that studies how to make computers and computer software with intelligent behavior. Artificial Intelligent gives such a great effect and provides new innovations to deliver new content through social media to the right targets.
  • 7. II. LITERATURE REVIEW E. Instagram Algorithm Instagram algorithm is the latest instagrams systematic that has just been implemented in early 2018. The Instagram algorithm is a logical and systematic arrangement of big data based on Instagram with the aim to answer user needs. The way the Instagram algorithm works is categorized in several points such us Algorithm post exposure, shadow banned, interaction, Instagram stories, hashtag, edit caption also post and repost. After this algorithm be valid, in the first 60 minutes after users posting a content on Instagram will be monitored. Userspost will not be immediately seen by all audience/Instagram users.
  • 8. II. LITERATURE REVIEW Competitive Advantage According to Sigalas [12]Competitive Advantage is a basic concept used in management strategies because this competitive advantage explains how differences in performance between companies. Competitive Advantage is defined as the best effort made by a company to face market competition compared to its competitors. According to Sigalas [12]Competitive Advantage is the ability of the average industry to exploit market opportunities and neutralize the threat of competition.
  • 9. III. RESEARCH METHOD This research was held in Denpasar City with online florists who actively market their products through Instagram and have many followers as research informants. The type of data from this study is descriptive qualitative. The source of primary data is taken through the results of direct interviews with research informants and secondary data taken from the literature as well as journals related to the topic of research. The key instrument in this Instagram algorithm research is the researcher himself. Data collection techniques are done by means of interviews (in dept interview), observation and documentation while the data analysis technique used is the analysis of the Miles and Huberman models, namely data reduction, data presentation and conclusions. Source triangulation was used as the data validity technique in this study.
  • 10. IV. RESULT AND DISCUSSION A. Opportunities of Instagram Algorithm for Online Marketers B. Challenges of Instagram Algorithm for Online Marketers C. Opportunities and Challenges in Improving Competitive Advantage