Digitalisasi Marketing Sebagai Strategi Pemasaran UMKM Di Kota Sidoarjo

Abstract

This article aims to investigate the role of marketing digitalization as an effective marketing strategy for Micro, Small, and Medium Enterprises (MSMEs). In the current digital era, MSMEs need to employ marketing strategies that align with trends in information and communication technology. The methodology used involves an first recognition phase (pre-accompaniment phase), followed by an accompaniment phase (training and mentoring), and finally, the post-accompaniment phase. the outcomes of this study reveal that digitalization marketing considerable impact on enhancing the marketing effectiveness of MSMEs. By utilizing social media, company websites, MSMEs can reach a wider market and enhance interaction with potential customers. There are several challenges that MSMEs need to overcome in adopting digitalization marketing, such as limited technological knowledge and difficulties in managing digital marketing. Therefore, this article provides recommendations for MSMEs to address these challenges, including digital skills training and the use of relevant tools and platforms.