Digital marketing strategy in increasing brand awareness of technology startups

Popo Suryana

Authors

Popo Suryana Pasundan University, Bandung, Indonesia

Keywords:

Strategy, Digital Marketing, Brand Awareness, Technology Startup Companies

Abstract

Startups in the technology sector often face challenges in introducing their brands in a competitive market. Therefore, this research will explore various digital marketing approaches and strategies that can help technology startups to increase their brand awareness levels. Qualitative research methods with a descriptive approach were used in this research. The research results show that digital marketing strategies, including search engine optimization, quality content, collaboration with influencers, and digital advertising, play a crucial role in increasing brand awareness for technology startups. By focusing on the target audience, creating relevant content, and interacting through social media, startups can achieve greater exposure. Collaborations with influencers and digital advertising help introduce brands to established audiences, while rigorous data analysis supports informed decision-making. As a result, digital marketing becomes a strong foundation in building brand awareness, helping startups to compete and grow in a competitive business environment.

References

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & marketing, 32(1), 15-27.

Awad, T. A., & Fatah, S. M. A. (2015). The impact of social media branding on developing brand advocates for start-ups. International Journal of Online Marketing (IJOM), 5(4), 37-59.

Chakraborti, J., Dutta, A., & Jana, B. (2022). Digital marketing adoption among startups in India: A systematic review and bibliometric analysis. Journal of Information and Optimization Sciences, 43(6), 1301-1309.

Dsouza, A., & Panakaje, N. (2023). Performance of Startups through Digital Marketing. International Journal of Case Studies in Business, IT and Education (IJCSBE), 7(2), 38-50.

Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.

Gerring, J. (2017). Qualitative methods. Annual review of political science, 20, 15-36.

Järvinen, J. (2016). The use of digital analytics for measuring and optimizing digital marketing performance. Jyväskylä studies in business and economics, (170).

Kaufman, I., & Horton, C. (2014). Digital marketing: Integrating strategy and tactics with values, a guidebook for executives, managers, and students. Routledge.

Khursheed, A., & Mustafa, F. (2024). Role of innovation ambidexterity in technology startup performance: An empirical study. Technology Analysis & Strategic Management, 36(1), 29-44.

Lee, M., Yun, J. J., Pyka, A., Won, D., Kodama, F., Schiuma, G., ... & Zhao, X. (2018). How to respond to the fourth industrial revolution, or the second information technology revolution? Dynamic new combinations between technology, market, and society through open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 4(3), 21.

Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11-12), 981-1008.

Narkiniemi, J. (2013). Using Digital Marketing to Develop a Modern Marketing Strategy for a Startup.: Case study: Design With Benefits.

Parida, D. K., & Prasanna, D. (2021). An empirical study on social media conversation to increase brand awareness: Startup organization context. Academy of Marketing Studies Journal, 25(4), 1-8.

Pilz Sonnby, A., & Knutsson, P. (2022). Brand Building for Startups: A brand building framework for startups to establish a coherent and long lasting brand.

Ročkutė, K., Minelgaitė, I., Zailskaitė-Jakštė, L., & Damaševičius, R. (2018). Brand awareness in the context of mistrust: The case study of an employment agency. Sustainability, 10(3), 695.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Santisteban, J., & Mauricio, D. (2017). Systematic literature review of critical success factors of information technology startups. Academy of Entrepreneurship Journal, 23(2), 1-23.

Seaman, C. B. (2008). Qualitative methods. In Guide to advanced empirical software engineering (pp. 35-62). London: Springer London.

Shuen, A. (2018). Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. O'Reilly Media.

Straker, K., & Wrigley, C. (2016). Emotionally engaging customers in the digital age: the case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3), 276-299.

Uka, M. (2020). Start-ups through the Lens of Marketing: The importance of Branding for Start-ups and Brand Awareness.

Wang, Y., Hsiao, S. H., Yang, Z., & Hajli, N. (2016). The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities. Industrial Marketing Management, 54, 56-70.