Jaiyeoba, Haruna Babatunde and Mohd. Salleh, Hamzah
(2023)
The role of data-driven marketing strategy in sustaining Halal
SMEs.
In: International Halal Science Conference 2023 ” (IHASC23), 22-23, 22-23 August 2023, IIUM, Gombak.
Abstract
Halal SMEs are often regarded as the engine of economic growth around the world due
to their significant contributions to innovation and economy. Despite their impacts, these
businesses are faced with enormous challenges in today’s highly competitive
environment. To excel in this fierce marketplace, halal SMEs must leverage every available
advantage that could contribute to their growth and sustainability. One of such useful
tools to adapt quickly to changing market dynamics, compete effectively, and secure longterm
success in the marketplace is a data-driven marketing strategy. Thus, understanding
the role of this tool has become crucial for these businesses than ever. As such, this study
explores the pivotal role of data-driven marketing in sustaining halal SMEs by adopting
qualitative research design. Based on this research design, data were collected from 10
academic marketing experts in Malaysia who are also familiar with data analytics. Using
thematic analysis, it was discovered that the adopting data-driven marketing strategy can
help halal SMEs to make informed decisions, drive customer engagement, and build
meaningful connections with the audience. Their ability to use data to create more
targeted, effective, and personalised marketing strategies can potentially drive halal SMEs
growth and ensure their long-term sustainability. Overall, these findings offer practical
implications for halal SMEs regarding the role of data-driven marketing strategies in
sustaining these businesses from the perspective of Malaysia.
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