Funnelling Strategy of Digital Marketing for developing incubator Business Ecosystem MSEs in Cirebon City

DOI

10.2991/978-94-6463-443-3_155How to use a DOI?

Keywords

Funneling; Strategy; Digital Marketing MSMEs; Incubator Business Ecosystem

Abstract

The increasing use of the internet and social media in Indonesia has driven the importance of optimal utilization of digital marketing to enhance sales. Although micro, small, and medium enterprises (MSMEs) are relatively small, they are crucial in advancing Indonesia’s economy. Digital marketing through social media provides complex information in the form of analyzable metrics to improve marketing efforts. The primary objective of marketing is to increase the likelihood of people purchasing a product or recommending it to others. It is important to establish good relationships among the elements within the business ecosystem to achieve this goal, including large companies, startups, MSMEs, suppliers, distributors, customers, and other stakeholders. In order to create a healthy, cooperative, competitive, and mutually beneficial business ecosystem, the presence of a business incubator that provides resources, mentorship, training, networking, and a supportive environment is necessary. This research was conducted using a survey method with a sectional approach, involving a sample of 38 MSMEs in the city of Cirebon. Currently, word-of-mouth marketing strategies are no longer adequate for MSMEs, thus requiring strategies to create a creative community. MSMEs have expressed their readiness to compete in the era of digital marketing.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Alif Ringga Persada
AU  - Hari Mulyadi
AU  - Suryana Suryana
AU  - Chairul Furqon
PY  - 2024
DA  - 2024/06/26
TI  - Funnelling Strategy of Digital Marketing for developing incubator Business Ecosystem MSEs in Cirebon City
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 1263
EP  - 1269
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_155
DO  - 10.2991/978-94-6463-443-3_155
ID  - Persada2024
ER  -