Data-Driven Digital Marketing Framework Based on Customer Acquisition for the 3D Printing Industry: A Case Study of Tridiku Teknokarya Indonesia

Abstract

The 3D printing industry in Indonesia is growing rapidly, yet many SMEs in this sector still run their marketing without leveraging the customer data they already collect. Existing SME digital marketing research remains generic and does not account for the specific attributes of the 3D printing sector, including material diversification, duration-based pricing, and pronounced segment heterogeneity, leaving a significant research gap. This study fills this gap by developing a data driven digital marketing framework based on customer acquisition, consisting of five stages: data collection, segmentation, customer value analysis, strategy selection, and digital marketing execution with content strategy. The framework was validated through a case study at Tridiku Teknokarya Indonesia, a medium scale 3D printing company with 1,484 orders and 401 unique customers from July to December 2025, analyzed via mixed methods combining descriptive statistics with cross tabulation. The novelty lies in five elements: integration of material dimensions and duration-based pricing, use of real transaction data, linking behavior patterns to content strategy, discovery of a custom order effect (80.5% versus 49.5% deal rate), and identification of a revenue concentration paradox (4.9% of orders generating 52.7% of revenue). Theoretically, the study connects purchase intention theory with 3D printing practice through the custom order effect and extends customer profitability distribution theory through the revenue concentration paradox. Managerially, the study recommends structured quotation forms to raise deal rates, budget allocation by segment profitability rather than volume, data driven upsell pathways, and a six phases campaign calendar synchronized with seasonal patterns to help SMEs shift from intuition based to evidence-based marketing