PEMASARAN DIGITAL BERBASIS METODE SOSTAC UNTUK KEBERLANGSUNGAN BISNIS TRADISIONAL

Abstract

Digital marketing is an innovation in the world of marketing. Digital marketing is marketing that utilizes internet media with the aim of reaching more consumers. One of digital marketing is using marketplace. Digital marketing has not been fully implemented by business owners, one of which is MSMEs (Micro, Small and Medium Enterprises). Digital marketing is needed so that MSMEs can reach more consumers while at the same time introducing a wider range of products being sold. Based on data from the Ministry of Cooperatives and SMEs, of the 64.19 million MSMEs, only 13% utilize the media marketplace. Digital marketing strategies need to be designed to achieve the goals desired by the company. One method of designing a digital marketing strategy is the SOSTAC method which has 6 stages, namely: Situation Analysis, Objectives, Strategy, Action and Control. Starting from analyzing the situation regarding competitors, behavior consumers on the use of social media, then to the strategy implementation stage and the final stage, namely monitoring and evaluation. With the implementation of digital marketing, it is hoped that it will be able to reach more consumers and be able to retain existing customers. Making an application will be one further stage of the development of digital marketing that has been applied.