Challenge and Opportunity of Marketing Digital-Based for Business Owners During Pandemic in Indonesia

Abstract

Challenges and opportunities in marketing businesses relying on digital applications during the pandemic have been felt to be very diverse and complex. The study aimed to obtain scientific evidence of the challenges and opportunities of digital application-based business marketing. We discussed them under a phenomenological approach where we sought answers to gain a new understanding of a phenomenal event, namely marketing during a pandemic. To get the information, we needed to visit various sources of information, and we studied with a literature review system that involved data coding, evaluation, and interpretation of data. We did a virtual search of the data on several publications related to economic-based digital marketing issues during the pandemic. Finally, we concluded intending to get valid answers. Our data search was carried out electronically on several sources with a publishing period between 2010 and 2022 based on the results. After reviewing various sources and discussing them, we can conclude that digital-based marketing for a profitable and sustainable business has undoubtedly been proven to face many challenges and opportunities. The question mark is that not all business people and customers understand and can apply point technology, while the opportunity is that digital technology applications can innovate business marketing efforts efficiently, effectively, and productively.

Characterizing the Resilience of Micro, Small, and Medium Enterprises (MSMEs) and Its Causal Determinants Amid the Health Crisis

“…This implies that the owners can improve the enterprise despite the disruption of the health crisis. Endrawati et al (2022) stated that business owners initiate innovative strategies to progress their enterprises through digital technology. This makes them resilient and effectively productive through their efficient efforts and adaptive techniques despite the challenges during the pandemic.…”

Analysis of Online Marketing Strategies Post Pandemic COVID-19

“…Various breakthroughs that continue to develop have enabled business people and traditional companies to be able to create products and services as well as develop new forms of business by abandoning old forms, completely shaking up the industry, creating new business fields and changing the way of doing business every day (Haryadi et al, 2022). In addition, when viewed from a consumer's perspective, the use of information and communication technology will provide several advantages including efficiency, convenience, complete product information, competitive prices, price discounts, and product differences (Titin Endrawati et al, 2022).…”

“…Many companies adopt work from home policies or lay off their employees through mass layoffs. In addition, the impact on service providers (temporary daily workers, construction workers, wedding organizer workers) is also being felt, such as the many delayed projects causing them to lose income (Titin Endrawati et al, 2022); (Ayu Mirah Anjasmara Putri & Sanica, 2022).…”

“…In Indonesia, there are 132 million active internet users or around 52% of the total population. Of these internet users, there are 129 million who have active social media accounts and spend an average of 3.5 hours per day consuming the internet via smartphones (Titin Endrawati et al, 2022). Digital marketing has given rise to a new marketing strategy mindset to increase productivity and sales.…”