UNIKOM

Marketing as a Key Strategy for Entrepreneurship Development in the Digital

6–9 minutes

Abstrak

The development of information technology has driven a significant shift in marketing practices, from conventional approaches to digital-based marketing. This article also aims to review the concept, role, strategy, and challenges of implementing digital marketing for entrepreneurs, particularly in the context of developing goods and services among students and MSMEs. The writing method uses a literature review from various national and international journal sources. The results of the study indicate that digital marketing offers benefits in the form of expanding market reach, cost-effective promotions, and strengthening product branding through the use of social media, marketplaces, content marketing, and data-driven approaches. However, its implementation still faces challenges in terms of digital literacy, limited infrastructure, and cybersecurity. This article is expected to serve as a reference for young entrepreneurs, especially INBISKOM program participants, in designing effective and sustainable digital marketing strategies.

Keywords: digital marketing, entrepreneurship, MSMEs, social media, product branding

Introduction

The development of information technology has fundamentally changed the business landscape, particularly in how businesses market their products and reach consumers. Indonesia is one of the countries with the fastest growing number of internet users. According to the 2025 Indonesian Internet Profile Survey released by the Indonesian Internet Service Providers Association (APJII), the number of national internet users has reached 229.4 million, equivalent to 80.66% of the total population, up from 221.5 million in 2024 (APJII, 2025). This fact indicates that the digital space is no longer merely a supplement but has become a primary arena for economic interaction, including buying and selling activities and product promotion.

This situation presents both opportunities and challenges for entrepreneurs, particularly young people and students starting businesses through entrepreneurship programs like INBISKOM. Digital marketing has emerged as an answer to the need for efficient and measurable marketing that can reach a much wider market than conventional marketing methods. This article aims to review the concept, role, strategies, and challenges of implementing digital marketing for entrepreneurs, particularly in the context of product and service development.

Discussion

1. Definition and Development of Digital Marketing

      Digital marketing can be understood as the use of the internet and information technology to expand and enhance the effectiveness of traditional marketing functions (Wardhana, 2015). Academically, Kannan and Li (2017) define digital marketing as an adaptive process that utilizes digital technology to build, communicate, and deliver value to consumers through various digital touchpoints. This concept continues to evolve over time. Kotler, Kartajaya, and Setiawan (2021) explain that marketing has evolved from Marketing 3.0, which is oriented toward human values, to Marketing 4.0, which integrates digital aspects, and to Marketing 5.0, which utilizes technologies such as artificial intelligence (AI) and big data for the broader benefit of humanity.

      Similarly, Chaffey and Ellis-Chadwick (2022) emphasize that a sound digital marketing strategy must be developed holistically, encompassing an understanding of the organization’s strengths and weaknesses, growth objectives, and a clear target audience. This development requires business actors to not only understand technology, but also be able to design marketing communication strategies that are relevant to current digital consumer behavior.

      2. The Role of Digital Marketing for Entrepreneurs and MSMEs

        For start-up entrepreneurs and Micro, Small, and Medium Enterprises (MSMEs), digital marketing offers several strategic benefits. Krisnawati (2018) found that the development of digital technology plays a crucial role in transforming the marketing strategies and distribution channels of MSMEs in Indonesia, enabling them to reach a wider market with more efficient promotional costs compared to conventional media. This is supported by APJII (2025) data, which shows that TikTok is the most popular social media platform in Indonesia with a 35.17% market share, followed by YouTube, Facebook, and Instagram, demonstrating the platform’s significant potential as a product marketing channel.

        Case studies also support these findings. Sasongko et al. (2020) demonstrated through their mentoring program for the Makaroni Bajak Laut MSME in Temanggung Regency that digital marketing training, from branding and product documentation to utilizing social media and marketplaces, can increase the capacity of MSMEs to market their products independently. Similarly, Luhung and Sukresna (2022), in their study of the SHIBIRU MSME, found that consistent implementation of digital marketing strategies contributed to increased product sales. From an international academic perspective, Lemon and Verhoef (2016) emphasized that digital marketing enables businesses to understand and manage the entire customer journey in a more integrated manner, thereby building sustainable, rather than merely transactional, relationships with consumers.

        3. Effective Digital Marketing Strategies and Practices

            There are several relevant digital marketing strategies for entrepreneurs to implement, particularly in the context of programs like INBISKOM, which emphasize entrepreneurship, branding, and product creation:

            a. Strategic Utilization of Social Media. Sihura (2025) explains that social media has a significant impact on increasing brand visibility, customer engagement, and consumer loyalty. Platforms like Instagram, TikTok, and Facebook enable entrepreneurs to reach a wide audience cost-effectively, provided the content they create is consistent and aligned with the characteristics of their target market.

            b. Optimizing Marketplaces and E-Commerce. Using marketplaces as sales channels is an important complement to social media strategies, as it simplifies transactions while expanding market reach without geographical limitations (Sasongko et al., 2020).

            c. Consistent Content Marketing and Branding. Sari and Putri (2024) highlight the importance of a content strategy that emphasizes product uniqueness as a differentiator amidst increasingly fierce digital market competition. Strong branding helps products become more memorable and trusted by consumers.

            d. Data-Driven Marketing. Lamberton and Stephen (2016) emphasize that digital and mobile marketing allows businesses to analyze consumer behavior more accurately, allowing promotional strategies to be tailored based on real data, not just assumptions.

            e. Collaboration and Business Matching. This strategy aligns with the spirit of the INBISKOM program, where young entrepreneurs can expand their networks through collaboration with business partners, communities, and digital platforms to strengthen their product’s position in the market.

            4. Challenges in Implementation

            Despite its numerous benefits, digital marketing is not without challenges. Naimah and Wardhana (2020) noted that MSMEs often face obstacles such as unstable internet connections, limited technical understanding, and the risk of online transaction fraud. Furthermore, the APJII (2025) report also highlighted the low level of digital literacy in the community, including the lack of implementation of basic cybersecurity measures, which risks harming businesses that are not yet digitally ready. Therefore, the success of digital marketing depends not only on technological mastery but also on the readiness of human resources and an understanding of appropriate strategies.

            Conclusion

            Digital marketing is an integral strategy for entrepreneurship development in today’s digital age. With the growing number of internet users and the dominance of social media platforms in Indonesian society, opportunities for entrepreneurs to market their products broadly, efficiently, and measurably are increasingly open. However, the success of this strategy requires a deep understanding of digital consumer behavior, consistency in building branding, wise use of data, and readiness to face technical challenges and digital literacy. Through programs like INBISKOM, students and young entrepreneurs are expected to optimize digital marketing as a primary tool in facing an increasingly competitive market.

            References

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