Citation:

Wasino, Dyah Erny Herwindiati, Ignatius Roni Setyawan. "Framework for Designing Geomarketing Technology-Based Digital Marketing Tools" International Research Journal of Economics and Management Studies, Vol. 3, No. 4, pp. 267-273, 2024.

Abstract:

Digital marketing research is still relatively young and has a prominent place in the tourism and marketing literature. The research focuses on literature reviews and research into the use of digital marketing tools such as websites and social media. Digital marketing carried out through social media, websites, geotargeting and geofencing has service independence according to their respective contexts. Digital marketing using this technology needs to be integrated. To synthesize knowledge about marketing technology, it needs to be described in a marketing framework as a model to support research that focuses on design tools and marketing design. This research aims to propose a framework for designing geomarketing marketing tools. This framework serves as a model to provide an overview of the work flow of geotargeting service systems and geofencing services in a service system integrated into the geomarketing service system. This research applies the literature review method as it plays an important role in science to synthesize knowledge, reveal interpretable patterns and generate new frameworks. The result achieved in this research is a framework for designing digital marketing tools. The resulting framework provides an overview to support researchers and management conducting research and development of digital marketing tools.

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Keywords:

Design, Digital Marketing, Geomarketing, Geotargeting, Geofencing.