Digital Marketing Management Strategy in Increasing the Competitiveness of UMKM

Abstract

The development of digital technology has changed marketing patterns and consumer behavior, encouraging Micro, Small, and Medium Enterprises (UMKM) to adjust their marketing strategies. Digital marketing provides opportunities for UMKM to expand market reach, build relationships with customers, and increase competitiveness, but its utilization still faces various limitations. This study aims to analyze the digital marketing management strategies implemented by UMKM, their contribution to increasing competitiveness, and their challenges and strengthening strategies. The research uses a qualitative approach with a literature study method. Data were obtained from various secondary sources in the form of scientific journal articles, books, proceedings, research reports, and academic publications relevant to digital marketing and the competitiveness of UMKM. Data was analyzed descriptively-analytically through the process of identification, selection, thematic grouping, comparison, and literature synthesis. The results of the study show that digital marketing strategies include the use of social media, content marketing, marketplaces, digital advertising, customer engagement, and the use of data for marketing evaluation. These strategies contribute to market expansion, increased brand awareness, strengthening customer relationships, marketing efficiency, and business differentiation. However, limitations in digital literacy, human resources, budget, data analysis skills, and changes in the digital environment are the main challenges. Strengthening digital competencies, selecting the right channels, content consistency, data-based evaluation, and adaptability are needed so that digital marketing can support the competitiveness of UMKM in a sustainable manner.