The Role of Digital Marketing in the Improving the Competitiveness of MSMEs in the Creative Industry

In today's modern era, it is important for MSME players to be sensitive to existing technology. By utilizing existing technology properly and correctly, MSME can increase its competitiveness, namely through digital marketing. An MSME player can utilize online platforms as a means of doing digital marketing. So, he can easily market and offer the goods being sold. According to the Ministry of Cooperatives and Small and Medium Enterprises (Kemenkop UKM), 3.79 million MSMEs have used online platforms as a means of marketing; the total number of MSME players in Indonesia is 59.2 million. So, it can be said that only around 8% of the total MSMEs in Indonesia. This is due to the lack of knowledge of technology, the limited understanding of digital marketing techniques, and the difficulty of MSME players in following shifts in consumer behavior.

By doing good and correct digital marketing, it will have many positive impacts on MSME players. Digital marketing can make it easier for MSME actors to interact directly with consumers. MSME actors can use social media such as Instagram, Tik Tok, WhatsApp, and Facebook to carry out promotions. The use of e-commerce is also necessary to support strategies in digital marketing such as Shopee, Lazada, ShopeeFood, GoFood, and many more. Therefore, good and correct utilization of technology can increase the efficiency and effectiveness of MSME actors in running a business.