Digital Marketing Pitfalls: Understanding and Managing Online Risks through Consumers and Businesses in Cabanatuan City Nueva ECIJA: Basis for Marketing Plan

This study investigates the digital marketing landscape in Cabanatuan City, Nueva Ecija, focusing on identifying and managing online risks faced by consumers and businesses. The research aims to provide a strategic framework for developing effective marketing plans. The study profiles digital marketing practitioners and consumers, highlighting demographic and geographic characteristics, and examines the tools and devices used for digital marketing and product purchases. The methodology includes both qualitative and quantitative data collection techniques, such as surveys and interviews with consumers and business owners. The findings reveal that female consumers dominate the digital marketing space, comprising 68.7% of the sample population. Businesses predominantly use Facebook Ads/Facebook Live (58.5%), followed by Shopee (24.4%) and TikTok (17.1%) for their marketing efforts. Additionally, smartphones are the primary device used for product purchases by businesses, accounting for 83.7% of usage. The SWOT analysis identifies key strengths such as the widespread use of Facebook Ads/Facebook Live and the high adoption of smartphones for purchases. Weaknesses include limited use of other marketing tools and devices. Opportunities lie in leveraging the popularity of mobile devices and expanding the use of platforms like Shopee and TikTok. Threats include potential oversaturation of Facebook Ads and competition from other digital marketing platforms. Based on these findings, the study proposes strategic recommendations to enhance digital marketing efforts in Cabanatuan City. These include optimizing mobile marketing strategies, diversifying the use of digital platforms, and tailoring marketing campaigns to the predominant female consumer base. The strategic plan aims to improve market position and operational efficiency, ensuring businesses can effectively navigate the digital marketing landscape and mitigate online risks.