Batubara, Faisal Hasbullah Utilization of Digital Technology in Developing Marketing Strategies for MSME Products. Jurnal Ilmiah Manajemen Ekonomi dan Akuntansi (MEA) (Manajemen, Ekonomi, dan Akuntansi).

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Abstract

In current era, digital technology is very familiar to people of all ages. Utilizing
digital technology effectively can have a positive effect on its users. One is applying
digital technologies to generate promotion for MSME actors' business products. This
study intends to assess the role of digital technology in the development of marketing
management for small and medium-sized enterprise (SME) products. This study
employs a qualitative, descriptive methodology. The results of the study indicate that
the digital marketing strategy of micro, small, and medium-sized enterprises (MSMEs)
does not immediately replace conventional marketing, but rather strikes a balance
between online and offline activity. The exchange between digital and conventional
marketing methods signifies a transition in marketing strategy, from segmentation and
targeting to customer community confirmation, brand positioning & differentiation to
personality clarification and brand codification. This research also reveals various
digital marketing tactics, including 1) the use of Influencers or KOL; 2) the use of
Social Media Ads; 3) Google My Business; 4) Search Engine Marketing (SEM); 5)
Email Marketing; and 6) the use of the TikTok app.
Keywords : Digital Technology; Digital Marketing; Marketing Strategy; Micro Small
and Medium Enterprises.

Item Type:	Article
Subjects:	PAK Dosen Manajemen Strategis
Divisions:	Publikasi Ilmiah > Jurnal Nasional
Depositing User:	Faisal Hasbullah Batubara
Date Deposited:	02 May 2023 09:44
Last Modified:	03 May 2023 06:04
URI:	https://repository.poltekapp.ac.id/id/eprint/3477

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