Digital Marketing Helps MSMEs Adapt to the Covid-19 Pandemic

MSMEs are one of the sectors most affected by Covid-19. Restrictions on direct activities have made it difficult for MSME players to sell their products and caused a decline in revenue. Therefore, MSMEs need to utilize digital technology to sell their products.

Dr. Eng. Manahan Siallagan, Director of the Big Data and Business Analytics Laboratory at SBM ITB, said that during Covid-19 many MSMEs were forced to close their physical stores and offices due to the implementation of Community Activity Restrictions (PPKM) in Indonesia.

“There is no interaction, resulting in a decline in revenue for MSME players because they cannot sell directly,” said Manahan in a webinar themed “Strategies to Increase Sales in the Pandemic Era with Digitalization: Digital Marketing”, Friday (9/10/2021).

The webinar was held by the Big Data and Business Analytics Laboratory at SBM ITB in collaboration with LPIK ITB and FESMUS. In his presentation, Manahan explained the importance of digital marketing for MSME players to adapt during the pandemic.

Advantages of Digital Marketing for MSMEs
According to Manahan, digital marketing has several advantages, such as:

1. Adapting during Covid-19
2. Cost-effective
3. Increasing credibility
4. Staying ahead of competitors
5. Increasing consumer engagement

There are several things MSME players can do in implementing digital marketing.

1. Holding Webinars
Manahan revealed that webinars can be a platform to attract new customers.

“Webinars help businesses connect with a large audience spread geographically. In addition, webinars can also provide information about new products, discuss market trends, and serve as a platform to offer products to consumers,” he said.

2. Creating a Blog or Business Website
MSME players can also create a blog or business website to add more value to their brand by offering relevant information about products. According to Manahan, a blog or website can also be used for search engine optimization (SEO), building a brand, and increasing consumer trust.

3. Utilizing Email Marketing
The third strategy is email marketing, which aims to:

1. Increase business visibility
2. Improve customer retention
3. Promote products personally

4. Google My Business and WhatsApp Business
Finally, Manahan explained Google My Business and WhatsApp Business as digital marketing efforts. With WhatsApp Business, communication with customers becomes easier.