Abstract: Digital marketing, together with traditional marketing, has already been a part of the usual business operation. However, the limitations and health restrictions brought by the pandemic have allowed it to rise above its expected purpose and become the actual point of interaction between the supplier and an online audience. With so many online avenues and platforms, businesses are often torn between which digital strategies to pursue to assist in business operations during heavily restricted times. This led to conducting a study that aimed to measure the perceived effectiveness of different digital marketing strategies based on the supervisors and managers of coffee shops in the city of Tagaytay amidst the pandemic to determine whether a specific type of digital marketing strategy is a worthier business investment than the other. The researchers used an online survey to collect information from 13 respondents. The results have shown that there is a difference in perceived effectiveness between varying types of digital marketing strategy, with Social Media Marketing viewed as the most effective and most frequently used digital marketing strategy and Pay-Per-Click Advertisements being the least effective and least frequently used. The findings indicate that people perceive Social Media Marketing, Search Engine Optimization, and Content Marketing as some of the more effective choices for businesses when promoting brand awareness and can actively help increase sales, develop possible endorsements, and can be flexible enough for long term use.
Keywords: Coffee Shops, Digital Marketing Strategies, Perceived Effectiveness, Social Media Marketing, Tagaytay city.
Title: Effectiveness of Digital Marketing Strategies of Coffee Shops in Tagaytay amidst Covid-19 Pandemic
Author: Jerico Sebastian B. Chavez, Nicole Anne G. Magsino, Mr. Fulepro Alberto Madrilejos
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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