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The Effectiveness of Online Marketing Strategies such as use of Social

Media applied on food microbusinesses in Taytay.

Apolto, Axis

Cueto, Julius

De Leon, Earl Geraldson

Gonzales, Alexandra Patricia

Piao, Jean Kirby

Tiongco, Janina Aizel

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

As members of society, we are called into a lifelong social experience by

which we develop our human potential and learn culture. We are entitled to this

lifelong social experience by means of communication wherein according to

Wood (1964) is a dynamic, systematic, or contextual, irreversible and proactive

process in which communicators construct personal meanings through their

symbolic interactions. Thus, as dynamic communication is, means of

communication has been widened from just verbal and non- verbal means

through the help of technology. This is therefore defined as Social Media wherein

according to Webster is any form of electronic communication such as websites

for social networking and microblogging through which users create online

communities to share information, ideas, personal messages, and other content.

Social Media has been a great variable in terms of the betterment of means to

communicate. In the rise of Social Media, people had a better medium of

communication. Hence, businessmen had a new means to communicate or to

reach out to their target market. Businesses are becoming dynamic because they

reach out to their target market by adapting with the fast pace of technology.

Primarily, a business could not withstand without consumers because these

consumers are what contributes to a business’ success. Therefore, people who

have social media accounts serve as the target market of these businessmen

who can contribute in a business’ profitability.

The availability of Social Media has opened doors to the business industry

to advertise their product. According to Business Dictionary, Online Marketing is

defined as marketing efforts done solely over the Internet. This type of marketing

uses various online advertisements to drive traffic to an advertiser's website.

Banner advertisements, pay per click (PPC), and targeted email lists are often

methods used in Internet marketing to bring the most value to the advertiser. 

Online Marketing is a popular trend in the business industry in present

time in response to the rapid pace of technology. Its main objective is to reach

out to its target market within a wider scale of people. But it has been a big

question to people or particularly social media users about the credibility of online

marketing.

It has raised queries to businessmen on how they can increase their

profitability and market penetration by using online marketing strategies without

being a questionable credible source. Most especially because online marketing

can be viewed as spam advertising which would be ignored by the target market

because it was such a nuisance. Hence, this study is conducted to determine the

effectiveness of online marketing strategies such as social media on food

microbusinesses in Taytay particularly in terms of profitability and market

penetration.
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Statement of the Problem

The research focuses on determining the effectiveness of online

marketing when it comes to microbusinesses in the food industry that are

established in Taytay through a qualitative research that would answer the

following questions in particular:

1. What are the advantages and disadvantages of Online Marketing

strategy?

2. How effective is Online Marketing Strategy in terms of:

A. Profitability

B. Market penetration/Popularity

3. Why do people choose to use Online Marketing as their strategy for their

business?

Conceptual Framework

The study is anchored to determine the effectiveness of the use of Social

Media as an online marketing strategy for microbusinesses in the food industry.

In the rapid arise of social media, businessmen used this as a means to

communicate to their target market by applying online marketing strategies. It is

slightly eradicating the traditional means of marketing such as flyers, posters,

and the like. These online marketing strategies has been questionable whether it

is effective in terms of profitability and market penetration on small food

microbusinesses in Taytay.

Upon its popularity, online marketing strategies has not been proven to be

effective and helpful to businessmen. Particularly, the food microbusiness

owners who has established their business in Taytay. Thus, this study is

expected to yield results that will in turn help microbusiness owners to further

expand their business through the use of proper online marketing strategies.

INPUT PROCESS OUTPUT

Respondents’
Perception of
Microbusiness
Interview/ Data
Online Marketing
Strategy and
Gathering
Strategies in
Advertising
Procedure and
Food
Enhancement
Interpretation of
Microbusinesses
Results
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Figure 1. Research Paradigm

Figure 1 shows the research paradigm. The input of the study includes the

perception of the respondents on the online marketing strategy. To obtain the

data, the researchers will conduct an interview to owners of food

microbusinesses. The researchers will then analyze and interpret the data.

Significance of the study

The outcome of this research would be very much significant and would

be greatly beneficial to the following people:

ABM students. This study would be a huge help for the ABM students who are

currently being tasked to have their business proposal and also for their

marketing subjects. This would give them additional information on how they

would like to advertise or market their product.

Businessmen. The study would benefit the businessmen who are currently

having their food businesses here in Taytay and also the future businessmen

who are planning to establish their own food business. They would know the

what, how and why of the online marketing strategy that is currently a trend

nowadays. This study aims to give knowledge or additional information to the

businessmen on how they would like to market their product specifically for them
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to know that the online marketing strategy is an effective way when it comes to

marketing your product.

Future Researchers. This study could serve as a workable reference and a

guide to the future researchers who wants to have a study that is in lined with

business specifically in online marketing. This could widen their knowledge,

develop their critical thinking and improve their skills when it comes to doing a

research.

Scope and Delimitation of the Study

The study is only limited in determining the effectiveness of online

marketing strategies on small food businesses established only in Taytay. Also, it

is narrowed down to determining the effectiveness of online marketing strategies

in terms of profitability and market penetration. It is focused on small food

businesses in Taytay since they are near our vicinity thus, making them more

approachable because they are within our reach.

Definition of Terms

For a more intimate understanding of this study, the following words are

defined conceptually according to authoritative sources.

Business – a usually commercial or mercantile activity engaged in as

a mean of livelihood trade line in the restaurant business. (https://www.merriam-

webster.com/dictionary/business)

Effectiveness – producing a decided, decisive, or desire effect.

(https://www.merriam-webster.com/dictionary/effectiveness)

Market penetration – is the percentage of a target market that

consumes a product or services. Market penetration can also be a measure of

one company is sales as a percentage of all sales for a product.

(https://www.merriam-webster.com/dictionary/market%20penetration)

Microblogging – is a combination of blogging and instant messaging

that allows users to create shorts messages to be posted and shared with an

audience online. Social platforms like twitter have that become extremely

popular. (https://www.merriam-webster.com/dictionary/microblogging)

Micro business – in the United States, a small business with five

employees or less. Micro business are typically defined as needing less than $

35,000 of seed capital, and generally do not have access to typically avenues of

business. (http://www.businessdictionary.com/definition/microbusiness.html)

Online marketing – is a set of powerful tools and methodologies

used for promoting products and services through the internet. Online marketing

includes a wider range of marketing elements than traditional business marketing

due to the extra channels and marketing mechanisms available on the internet.

(https://www.merriam-webster.com/dictionary/online%20marketing)
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Profitability – yielding advantageous returns or results.

(https://www.merriam-webster.com/dictionary/profitability)

Social media – forms of electronic communication (such as websites

for social networking and microblogging) through which users create online

communities to share (https://www.merriam-webster.com/dictionary/social

%20media)

Target Market – involves breaking a market into segments and then

concentrating your marketing efforts on one or a few key segments consisting of

the customers whose needs and desires most closely match your product or

service offerings. It can be the key to attracting new business, increasing your

sales, and making your business a success. (https://www.thebalance.com/target-

marketing-2948355?amp)

Technology – a scientific or industrial process, invention, method, or

the like. (http://www.dictionary.com/browse/technology)