Information technology adoption on digital marketing communication channel

Abstract

This research aimed at contributing academically related to the effort of information technology adoption particularly in digital channels of marketing communication, such as website and social media, to be optimized by Small-Medium size Enterprises (SMEs) in Bali. The main focus is on various travel agents and ticketing in small and medium scale which using the media of information technology in order to build brand awareness of their services and attracting their potential target market. Snowball sampling was used to 16 informants through the semi-structured interview as a qualitative research method. This research aims at addressing how marketers knowing and using information technology to deliver their business activities, while they tend to face a number of barriers to realize and process data from those marketing channels as an analysis supporting tools for crafting marketing campaign strategies and optimizing as a business strategic decision. Furthermore, the paradigm of society that traditional channels and digital channels of marketing communication as a different thing, which lead to the failure of the integration of marketing communication.