THE BENEFITS OF DIGITAL MARKETING IN DEVELOPING MSMES BUSINESSES IN REMOTE AREAS OF NORTH SUMATRA IN 2024

Abstract

This study explores the advantages of digital marketing for MSMEs in remote areas of North Sumatra Province, particularly in enhancing their competitiveness and expanding market reach. Employing a qualitative approach through literature review and secondary data analysis, the research examines the role of digital marketing in supporting MSME development in 2024. Data is collected from both primary and secondary sources, including interviews with MSME owners, observations of their digital marketing activities, and reports from institutions such as BPS, the Ministry of Cooperatives and SMEs, McKinsey, Google, and major e-commerce platforms like Tokopedia and Shopee. Using a qualitative descriptive analysis, the study identifies key trends, compares findings with previous research, and formulates strategic recommendations. The findings reveal that digital marketing serves as a key driver of MSME growth in remote areas, addressing challenges such as limited market access, resources, and infrastructure. By leveraging e-commerce platforms and social media, MSMEs can expand their market, increase sales, and strengthen brand identity at a lower cost compared to traditional methods. Moreover, digital marketing enhances customer interaction through interactive platforms and targeted strategies, enabling MSMEs to compete more effectively with larger enterprises. However, several obstacles remain, including limited internet access, low digital literacy, financial constraints, and intense competition. To maximize digital marketing’s benefits, comprehensive policies and strategic support from various stakeholders are essential. This research provides valuable insights for policymakers and business stakeholders in fostering sustainable MSME growth and promoting inclusive economic development.