Thriving Business in the Digital Era:

Strategic Marketing of Traditional Shop Owners for Revenue Optimization

I. Chapter Summary
This research begins with a summary of what the group learns while researching the topic, it illu
strates diverse parameters in forming a set of defined systems in procuring higher benefits for th
e business owners. Past studies have been a huge part of this research; it is less demanding for
the group to conduct more information with the assistance of present-day advancement. This pr
esents the following key principles that ought to be considered in upgrading their conventional b
usiness and turning it into digital marketing; helping this traditional advertisement in welcoming
modern methodologies that can help them in entering the digital era. Employing a key system to
assist planners in designing effective and economical plans of activity like benchmarking, online
delivery services, and online stages. The chapter goes on to present an arrangement of studies
in response to Key Marketing for Revenue Optimization.

II. Background of the Study

Over the past few years, innovation has been a disruptive element in each industry within the ec
onomy. The retail industry is no exception. The pandemic is a reality check for businesses that h
ave been hesitant to grasp advanced transformation and presently discover themselves woefull
y ill-equipped. E-commerce has become standard and the lines between advanced and tradition
al are lacking. In a pandemic world, most of the interaction with clients must take place virtually.
Modern advances influence our way of life presently.

Advanced technology has been persistently progressing so that the retail business has been put
at risk. Market leaders need to work and think of new techniques that grant them the opportunity
to focus beyond innovation on buying and benefitting from their products and services. The busi
ness world is faced with a changing landscape where customers anticipate constant adaptability
and high-quality experiences. E-commerce has disrupted the retail market and in a general sens
e changed the way businesses are associated with their customers.

Successful organizations plan solutions that offer genuine value to clients by interfacing with the
ir real-world needs. Some organizations that adapt effectively to modern technologies. Retail br
ands continue to develop digitally, using innovation to connect and engage with associated buye
rs more viably. That online shopping became the obvious choice for shoppers confined to their h
omes, incapable of visiting the shops where they used to buy. The digital era has affected traditi
onal marketing to the point where they are considering new strategies retailers don’t usually do j
ust to market their product online.

Before starting online businesses, here are the 3 strategies that build the foundation of your trad
e and keep you on track before starting your campaign. Starting a digital commerce business, y
ou need to know what your objectives are including your long-term, short-term objectives. Think
of a few techniques that can increase your revenues and how you can do it. More so about your
promos and promotion. And finally, your clients. Business is nothing when you don’t know your
specific target market and audience socioeconomics. But once you enter digital marketing and l
earn more about the commerce and customers you're trying to build, your methodology will evol
ve over time, but a firm foundation matters.

Countless business owners prefer online marketing to traditional marketing because they can e
asily reach their target customers. Online marketing offers many opportunities for referrals and p
rofessional growth. The web is a very powerful platform because it can use content to convey m
essages and show expertise on topics related to viewers. You can do this offline, but online tool
s make it easy to reach the right audience. You can use blogs, social networks, and webinars to
educate your audience on important topics while at the same time sharing their expertise.

However, e-commerce has certain challenges. As the digital world grows day by day, most busi
ness owners use the digital world to deploy products and services to reach their target markets.
For this reason, some companies struggle to make their brand stand out. They offer the same s
ervices as other companies, so it can be difficult to identify. To overcome this, we need to consi
der how to distinguish them from other brands, but it still serves the same purpose. Another chal
lenge is the medium used to reach the audience. You need to know the media used to reach the
target group. There are media apps that like-minded people don't use, so first identify your targe
t market to see which social media is the most effective.

Online Marketing does not require a specific hour or place to sell. Unlike pre-pandemic shoppin
g, customers have no shopping time limit. Customers are online, so they can shop abroad or co
ntact anyone anytime, anywhere. Online marketing provides a compelling toolset to help you ac
hieve and grow your business's reputation. Get the most out of your online marketing and build
something powerful with tools such as content marketing, social media, email marketing, and on
line video. Strong leads lead your business on the path to more profit and success.

III. Statement of the Problem

This research is to denote how traditional business owners survive in the digital era and how the
y can make a profit. The traditional shop owners need to study how digital marketing will help th
em. Traditional marketing is huge in the new era because it's the new trend and many people wi
ll see this and it will blow up. The traditional people who own a business need to accept the fact
that digital marketing is super helpful these days. The importance of this study is to know the str
ategic marketing to thrive their business in the digital era.

How can traditional shop owners survive in the digital era?

Objectives:

● To determine the types of marketing strategies needed for revenue optimization.

● To identify what marketing is more profitable nowadays.
● To find the difference between digital marketing and old marketing
● To enumerate the possible marketing strategy that is needed of traditional shop owners.
IV. Significance of the Study
This study is focused on how traditional shop owners thrive businesses in the digital era, the res
ult of this study can give a contribution to the following:
For the business owners, they can use the result of this study for choosing which marketing stra
tegies they should use in revenue optimization.
For the customer, the result of the study will help the customers/people in choosing which will b
e the best between online platforms and physical stores when it comes to buying/shopping.
For future research, the findings of this study will serve as a guide on how people/business own
ers in the pandemic era find the best solution for thriving businesses in the digital world.
V. Scope and Limitations

This research study will focus on the effectiveness of digital marketing strategies to attain poten
tial customers and to boost potential sales increase during this time of digital era in a competitiv
e market against their competitors. The central point is on “why” and “what” strategies thus the tr
aditional owner will adapt in the most appropriate and efficient way. This study will consider the
marketing strategy of pricing, customer loyalty, offering quality products and services, customer
satisfaction, and the role of digital technologies in enhancing marketing activities.

In this regard, the topics of digital marketing, sales strategies, and sales success will be high
lighted to fill in the marketing gap in small and traditional businesses. Note that the terms ‘digital
marketing’ or ‘online marketing’ are used interchangeably without any difference in meaning. A t
hriving business should adopt the right solutions for their specific needs and must utilize digital t
echnologies to come up with better and more effective marketing strategies. Therefore, this stud
y will explore small and traditional businesses marketing strategies in the digital era that will hel
p to step up in level in competing with other businesses and gain competitive advantage.

For this study, the method that will be used is conducting a survey and interviews that will be
answered by other managers and owners of small businesses in our nearby places so everyone
will know if digital marketing is really effective in this time of pandemic in order to gain access fa
ster. By using the Qualitative Research method, will be able to conduct an analysis of how the tr
aditional owners will be able to adopt digital marketing. This study will look for the main goals le
ading to success and what online tactics are efficient.
This study will be conducted with a limited amount of financial resources and a time framewo
rk. Such interviews will be ended if the respondents did not give such information. No data will b
e collected from the customers since our focus is on how the traditional businesses will thrive to
achieve those factors to gain a competitive advantage in the digital era.

References:
Sneader, K., & Sternfels, B. (2020, December 14). From surviving to thriving: Reimagini

ng the post-COVID-19 return. McKinsey & Company. Retrieved January 24, 2022, from
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eimagining-the-post-covid-19-return

Gibbons, S. (2021, February 16). 5 Principles To Keep Your Business Thriving In 2021. F

orbes. Retrieved January 24, 2022, from https://www.forbes.com/sites/serenitygibbons/20

21/02/16/5-principles-to-keep-your-business-thriving-in-2021/

The Secret Ingredient of Thriving Companies? Human Magic. (2022, January 10). Harvar

d Business Review. Retrieved January 24, 2022, from https://hbr.org/2022/01/the-secret-i

ngredient-of-thriving-companies-human-magic

Online marketing strategies for increasing sales revenues of small retail businesses. (n.

d.). Google. Retrieved January 25, 2022, from https://scholarworks.waldenu.edu/cgi/view

content.cgi?article=7175&context=dissertations&fbclid=IwAR0r2nVVbMj0Bpx2JGqEE

w210U31HL0FG5TZUB0l7FzMMdysNASVSpBnLgo