Turkish Journal of Computer and Mathematics Education Vol.12 No.11 (2021), 1267-1271
Research Article
1267
Digital Marketing Application Training For Small And Medium Enterprises
Sri Lestari
1, Iwan Rijayana
2, Murnawan
3, Ucu Nugraha
4,Rae Virgana
5, Rosalin
Samihardjo
61Engineering Faculty, Widyatama University 2Engineering Faculty, Widyatama University 3Engineering Faculty, Widyatama University 4Engineering Faculty, Widyatama University 5Engineering Faculty, Widyatama University 6Engineering Faculty, Widyatama University [email protected]
Article History: Received: 11 January 2021; Revised: 12 February 2021; Accepted: 27 March 2021; Published
online: 10 May 2021
Abstract : With the COVID 19 pandemic, many business managers have experienced a downturn. This is of course experienced
by many Small and Medium Enterprises (SMEs). To overcome business problems due to the COVID 19 pandemic, it is necessary to have good efforts in overcoming the crisis caused by the COVID 19 pandemic so that it can improve its business again, one of which is by implementing digital marketing applications. The Digital Marketing application is a solution for business managers in running their business, especially for Small and Medium Enterprises (SMEs) businesses with a limited promotional budget.For community programs related to digital marketing implementation to run well, partners are given digital marketing training. Activities start from preliminary surveys, socialization, making digital marketing training materials, checking training materials, implementing digital marketing application development training, guidance, mentoring, monitoring and evaluation.
Keywords: Applications, Digital Marketing, Social Media, Publications, UKM.
1. Preliminary
Currently, SME entrepreneurs in Gedebage Market, Bandung, have experienced a very significant decline due to the Covid-19 virus pandemic. The products that the partners sell are household products, including a variety of foods, drinks, clothes, sandals, shoes and rattan handicrafts. . The majority of SMEs in partners do not have special shops to sell products. The majority of SMEs also do not provide a large stock of goods, just buy goods according to orders.
SMEs in Gedebage Market have the vision to become SMEs in a digital literate digital community. They want to be more advanced, have quality products and are competitive so that businesses outside the region can compete. The majority of SMEs in Gedebage Market are partners that lead to a productive economy, the majority of SMEs are engaged in the culinary sector, including mocha roll, comb bread, ginger, steamed toast, milkfish brains, rainbow noodles, lobster meatballs, mix beef and others. SMEs has sold innovative, delicious products, but does not have outlets, the products have not been packaged attractively, do not have expired information, and have not used technology for packaging their products so that product durability is not maximum.
Turkish Journal of Computer and Mathematics Education Vol.12 No.11 (2021), 1267-1271
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Figure 1: Examples of Partner Products
Figure 2: Partner Product Manufacturing
Based on the results of interviews and surveys with the initiators and heads of UKM in Gedebage Market, the majority of SMEs want to be given training related to digital marketing because digital transformation is the keyword for the survival of a business or brand. This is supported by research conducted by ADA Indonesia, a company engaged in data and artificial intelligence (AI) which analyzes consumer changes due to Covid-19. The research results show changes in consumer behaviour that have emerged, namely The Adaptive Shopper. The Adaptive Shopper is Indonesian people in the middle and upper class, who have adapted to the new normal and switched to new ways to fulfil their needs and desires (Damuri et al., 2020; Mungkasa, 2020; Silalahi & Ginting, 2020 ).
They have succeeded in making the use of shopping applications have increased by up to 300 per cent since the announcement of distance restrictions, even the use of this shopping application has peaked on March 21-22, 2020, up to more than 400 per cent. Meanwhile, data from Fighting Against Covid19 (Marshall et all., 2021) released by Facebook in 2020 said there was an increase in online shopping activity by 32 per cent in all markets. Content marketing (Patrutiu Baltes, L., 2015) is the process of creating quality and relevant content to attract, acquire, and engage customers.
Marketing Management (Lancaster, G. et al, 2018) is a series of processes of analyzing, planning, running, supervising and evaluating marketing programs which include product, price, placement and promotion. Management of strategic business assets is oriented towards increasing business competitiveness and performance (Henni, Zainal. Et all, 2020)
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Marketing strategy is a series of goals and objectives (Untari & Fajariana, 2018), policies and rules that direct the company's marketing efforts over time (Nas, 2019; Wulandari & Setyawati, 2018). Digital marketing (Bala, M., & Verma, D., 2018 ; Atshaya & Rungta, 2016; Tresnawati & Prasetyo, 2018). is a process of planning and implementing concepts, ideas, prices, promotions and distribution.
In carrying out Digital Marketing (Kannan, PK, & Li, H. "Alice."., 2017) there are many traffic generation options to choose from, including Email Marketing, Search Engine Marketing, Content Marketing, Paid, Traffic, and Social Media Management.
Go Digital allows SMEs to be able to reach new or existing prospective customers both within the city and outside the city to the global level to market the products and services of these SMEs (Chaffey, D., & Ellis-Chadwick, F., 2012).
From the results of the situation analysis as well as discussions and interviews with the head of UKM in Gede Bage District, the problems faced by partners are:
1. In product marketing, the product display design is still simple, so that it is less attractive to customers. As a result, sales are less pronounced.
2. Have not used digital marketing facilities properly because they do not have an understanding of digital marketing to help market the products produced.
2. Problem and implementation plan
From the results above, a table of problems and the implementation plan can be made as follows:
Problems Implementation Plan
1. In product marketing, the product display design is still simple, so that it is less attractive to customers. As a result, sales are less pronounced.
2. Have not used digital marketing facilities properly because they do not have an understanding of digital marketing to help market the products produced.
1. In product marketing, the product display design is still simple, so that it is less attractive to customers. As a result, sales are less pronounced.
2.Have not used digital marketing facilities properly because they do not have an understanding of digital marketing to help market the products produced.
3. Method of implementation
Technology overview in the Community Service Program that will be transferred to partners, namely, providing insights in the form of practical guides and training related to digital marketing. More about this source textSource text required for additional translation information
Time and place
Community service activities were carried out on February 20, 2021, after previously carrying out observations and discussions with related parties such as the Head of the Gede Bage Sub-district, community leaders and the chairman and members of SMEs Gede Bage Market. The socialization and training activities were carried out through the Zoom Meeting Online which was attended by Trainers of Digital Marketing Practitioners, Widyatama University Students and Lecturers, Chairmen and members of SMEs Gede Bage Market.
Digital marketing insights that will be provided to partners include: a) Competitors b) Journey c) Channels d) Strategy e) Branding f) Keywords g) Writing h) Implementation i) Analytics
Turkish Journal of Computer and Mathematics Education Vol.12 No.11 (2021), 1267-1271
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j) Courses & CertificationsFigure 3: Digital Marketing Training Flyer
Figure 4: Digital Marketing Training for SMEs Gede Bage Market
4. Results and discussion
1) Conducting a preliminary survey, socialization, planning and determining the program to partners and discussing the training material to be trained.
2) Creating training materials
3) Preparation in the form of checking the training material 4) Provide insight into digital marketing
5) Provide direct training/practice related to digital marketing. 6) Mentoring and Evaluation
5. Conclusion
1. The design of the product display of the UKM Komunitas Gede Market players has changed for the better after being given product design training.
2. In publishing, now using the Digital Marketing Application, making it easier and faster to carry out publication activities.
6. Suggestion
1. It is hoped that SMEs will pay more attention to product display designs according to the interests of consumers.
Turkish Journal of Computer and Mathematics Education Vol.12 No.11 (2021), 1267-1271
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2. Digital Marketing publications must be carried out continuously.References
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