Journal of Contemporary Administration and Management (ADMAN) ISSN: 2988-0394 Print / 2988-3121 Online Vol 2.
Issue 3.
December 2024.
Page 567-573 DOI: https://doi.
org/10.
61100/adman.
Strategic Analysis of the Role of Digital Marketing in New Year's Campaigns as an Integrated Approach to Optimize Revenue and Competitiveness of MSMEs Loso Judijanto1*.
Suherlan2.
Ikhsan Amar Jusman3 IPOSS Jakarta.
Indonesia Universitas Subang.
Indonesia Sekolah Tinggi Ilmu Ekonomi YPUP Makassar.
Indonesia Email: losojudijantobumn@gmail.
com1, suherlanfia@gmail.
com2, ikhsanamar@stie.
Abstract.
This study aims to analyze the strategic role of digital marketing in New Year's campaigns as an integrated approach to optimize revenue and competitiveness of Micro.
Small, and Medium Enterprises (MSME.
Digital marketing has become a crucial tool for increasing visibility and consumer interaction, especially during seasonal periods like New Year.
By utilizing various digital platforms such as social media, email marketing, and e-commerce.
MSMEs can reach a wider market and increase sales.
This research employs a literature review with a qualitative approach and descriptive analysis, with data collected from Google Scholar for the 2019-2024 period.
The findings indicate that MSMEs leveraging integrated digital marketing, utilizing creative content strategies, influencer marketing, and digital analytics, can optimize the results of their campaigns.
The study also provides important implications for MSMEs in designing effective digital marketing campaigns during holiday seasons.
Keywords: Digital Marketing.
New Year's Campaign.
MSMEs.
Revenue.
Competitiveness Introduction In recent years, the development of digital technology has significantly transformed the business landscape, including in the Micro.
Small, and Medium Enterprise (MSME) sector.
MSMEs, which once relied on traditional marketing methods, are now required to adapt to technological advancements that allow them to reach consumers more broadly and quickly .
One period with great potential for marketing is the holiday season, especially the New Year campaign, during which consumers tend to spend more.
However, the utilization of digital marketing during this period still faces numerous challenges, requiring deeper analysis to determine how digital marketing strategies can be optimized.
Digital marketing is an effective tool for increasing brand exposure and reaching a larger audience through digital platforms such as social media, email, and websites.
In the context of MSMEs, the application of digital marketing enables small businesses to compete with larger companies that have bigger marketing budgets.
Research shows that MSMEs that strategically implement digital marketing can achieve significant improvements in sales and brand recognition .
Therefore.
New Year's campaigns based on integrated digital marketing strategies are expected to provide significant benefits to MSMEs in both the short and long term.
However, there has been little research comprehensively discussing how MSMEs can effectively implement digital marketing in seasonal campaigns like the New Year.
One of the main challenges faced by MSMEs is limited resources, both financially and in terms of human capacity .
While digital marketing offers significant potential, many MSMEs have not fully optimized this They often face difficulties in designing integrated marketing campaigns, selecting the right platforms, and creating content that resonates with their target audience.
It is crucial for MSMEs to develop a better understanding of the various digital marketing techniques available and how they can use them to support seasonal campaigns like the New Year.
The New Year campaign, as a peak shopping moment for consumers, offers an opportunity for MSMEs to capitalize on the heightened consumer interest in new products and services.
During this period, consumers typically look for discounts, special promotions, and enjoyable shopping experiences.
Digital marketing Journal of Contemporary Administration and Management (ADMAN) ISSN: 2988-0394 Print / 2988-3121 Online Vol 2.
Issue 3.
December 2024.
Page 567-573 DOI: https://doi.
org/10.
61100/adman.
provides various channels to reach these consumers, from paid social media ads and personalized email marketing to the use of influencers or micro-influencers to reach a broader audience .
However, to ensure campaign success.
MSMEs need to design strategies that are not only attractive but also relevant to the everchanging needs and preferences of consumers.
In this context, applying an integrated approach becomes the key to success for MSMEs.
An integrated marketing strategy involves using multiple digital channels simultaneously while ensuring that the messages conveyed are consistent across all channels.
This approach allows MSMEs to build a strong brand identity, increase brand awareness, and drive more interactions with consumers.
Additionally, with the data available through digital platforms.
MSMEs can measure and evaluate campaign performance in real-time, enabling them to make quick adjustments if needed .
Furthermore, the competitiveness of MSMEs can be enhanced by leveraging the power of digital marketing to identify and target the right audience.
The use of analytics data allows MSMEs to map consumer preferences and tailor their product or service offerings more accurately .
This enables them to compete with larger businesses that may have bigger marketing budgets.
With the right approach.
MSMEs can capture a larger market share, even with limited resources.
A thoughtful approach to the New Year's campaign, driven by an integrated digital marketing strategy, can optimize MSMEs' revenue during this period.
Additionally, the use of social media in digital marketing has a significant impact on brand awareness and Campaigns on platforms like Instagram.
Facebook, and TikTok allow MSMEs to build more personal relationships with their consumers .
Interactive and creative content, combined with special New Year promotions, can capture consumer attention and encourage them to make purchases.
Furthermore, these platforms provide in-depth analysis of audience behavior, enabling MSMEs to better understand their audience and design more targeted campaigns.
This research aims to analyze the role of digital marketing in New Year campaigns as an integrated approach that can help MSMEs optimize their revenue and competitiveness.
This study is expected to provide valuable insights for MSMEs in designing more effective campaigns in the future by understanding the various elements that influence the effectiveness of digital marketing strategies, especially during peak shopping moments such as New Year.
Digital Marketing Digital Marketing refers to the use of digital platforms such as social media, search engines, email, and websites to promote products or services in a more affordable and efficient way compared to traditional marketing methods .
Digital marketing enables businesses, particularly SMEs, to reach a broader audience, target consumers based on their behavior and preferences, and measure the effectiveness of marketing campaigns directly using analytics.
This approach allows SMEs to maximize their marketing budget, increase engagement, and achieve more measurable results.
The New Year Campaign The New Year campaign is a seasonal marketing strategy that capitalizes on the New Year celebrations to attract consumer attention .
During this period, the demand for goods and services often increases, giving SMEs the opportunity to introduce new products, offer special discounts, or launch limited-time promotions.
well-designed New Year campaign can boost sales, strengthen customer relationships, and expand market reach by leveraging the festive atmosphere and holiday themes.
MSMEs (Micro.
Small, and Medium Enterprise.
MSMEs (Micro.
Small, and Medium Enterprise.
are businesses of small to medium scale, with limited employees and revenue .
, .
Despite their size.
SMEs play a crucial role in the economy, particularly in creating jobs and driving local economic sectors.
Digital marketing provides SMEs with the opportunity to compete with larger businesses, as they can leverage digital marketing channels at a lower cost and with greater SMEs that adopt digital technologies can improve their competitiveness in an increasingly competitive market.
Revenue Revenue, in the context of SMEs, refers to the total income generated from the sale of goods or services offered by the business .
This revenue is a key performance indicator for SMEs and can be influenced by factors such as market demand, product pricing, marketing strategies, and operational effectiveness.
In a New Year campaign, the use of effective digital marketing strategies can result in a surge in sales, potentially leading Journal of Contemporary Administration and Management (ADMAN) ISSN: 2988-0394 Print / 2988-3121 Online Vol 2.
Issue 3.
December 2024.
Page 567-573 DOI: https://doi.
org/10.
61100/adman.
to significant revenue increases.
The use of analytics also allows SMEs to understand purchasing trends and enhance their sales performance.
Competitiveness Competitiveness refers to a business's ability to effectively compete in the market, both against similarsized companies and larger ones .
The competitiveness of SMEs heavily depends on factors such as product innovation, service quality, competitive pricing, and the ability to adapt to market and technological changes.
Digital marketing can help SMEs enhance their competitiveness by broadening their audience reach, improving customer engagement, and utilizing analytics to design more targeted campaigns.
With an effective approach.
SMEs can stand out in an increasingly competitive market and create sustainable advantages.
Method The methodology used in this research is a literature review with a qualitative approach and descriptive A qualitative approach is chosen because this study aims to deeply understand the phenomenon related to the role of digital marketing in New Year campaigns for SMEs, as well as to explore various perspectives in the relevant literature.
This literature review will emphasize understanding the concepts, strategies, and outcomes of applying digital marketing in the context of SMEs, as well as the factors influencing the success of digital marketing campaigns during seasonal periods like New Year.
Data for this study were collected through literature searches on Google Scholar, covering publications between 2019 and 2024.
This period was selected based on the relevance and recent developments in the digital marketing field, as well as the consumer trends that have increasingly shifted to digital platforms in recent years.
The data collection process began by searching for articles related to digital marketing.
SMEs, seasonal campaigns, and integrated strategies using relevant The initial search identified 35 articles that were relevant to the research topic.
A strict selection process was then applied to the identified articles based on criteria such as topic relevance, research quality, and applicability to the context of SMEs and New Year campaigns.
This selection process also took into account the research methods used in the articles and their contribution to understanding the broader topic.
The final selection revealed that 20 articles met the established criteria and were used as data sources for this study.
The selected articles include various studies relevant to the application of digital marketing in the context of SMEs and seasonal campaigns, with a focus on integrated strategies that can enhance revenue and competitiveness.
the descriptive analysis, the collected data will be processed and explained systematically to provide a clear picture of the role of digital marketing in New Year campaigns.
This approach will help identify key trends, significant findings, and gaps in the existing literature.
Additionally, the descriptive analysis will provide a deeper explanation of the factors influencing the effectiveness of digital marketing campaigns, including platform selection, audience segmentation, and marketing techniques used by SMEs.
Result and Discussion This research explores the strategic role of digital marketing in New Year campaigns as an integrated approach to enhance revenue and competitiveness for small and medium enterprises (SME.
Digital marketing has become a vital tool for SME development, considering the resource and budget constraints often faced by this sector.
The New Year campaign offers a perfect moment to leverage high consumer activity and increased purchasing power during the holiday season.
In this context, digital marketing can provide access to a broader audience through digital platforms such as social media, email marketing, and paid advertisements, enabling SMEs to reach more specific consumers at a more cost-efficient rate compared to traditional marketing.
However, the success of this campaign depends on selecting the right platforms and the ability to design strategies that align with the ever-evolving audience characteristics, tailoring content and messages to consumer needs and preferences.
By utilizing analytics.
SMEs can gain a deeper understanding of consumer behavior and craft more personalized campaigns, thus improving conversion rates and customer loyalty .
Therefore, it is crucial for SMEs to develop and implement an integrated digital marketing strategy that harnesses the power of various digital marketing channels to achieve optimal results in the New Year campaign.
The case study of the Indonesian SME.
Kivee, which operates in the fashion sector, provides a concrete example of how digital marketing can be effectively utilized in a New Year campaign to improve competitiveness and revenue .
Before leveraging digital platforms.
Kivee only relied on physical stores for sales, but with the rise of digital trends, they adapted by implementing digital marketing strategies through social media and e-commerce during the holiday season.
Instagram and TikTok were chosen as the primary channels to promote New Year-themed products, such as apparel reflecting the festive atmosphere.
One key Journal of Contemporary Administration and Management (ADMAN) ISSN: 2988-0394 Print / 2988-3121 Online Vol 2.
Issue 3.
December 2024.
Page 567-573 DOI: https://doi.
org/10.
61100/adman.
strategy employed was collaborating with local influencers who had an audience relevant to KiveeAos target market, increasing brand reach and credibility among consumers.
Kivee successfully attracted new customers and significantly boosted sales conversions with an integrated campaign combining social media, paid ads, and influencer endorsements.
The success of this campaign highlights how proper digital marketing application, through platform selection and strategic collaborations, can provide a significant competitive edge for SMEs in an increasingly digital market.
Kivee demonstrates that through an integrated approach.
SMEs can leverage the digital market potential to grow despite limited resources.
The digital marketing strategy implemented by Kivee underscores the importance of selecting the right platforms to reach the appropriate audience, particularly for SMEs targeting specific consumer groups .
Kivee effectively reached a market segment aligned with their product offerings by utilizing social media platforms like Instagram and TikTok, which are known for having a younger, more active audience during the holiday season.
These platforms allowed Kivee to showcase their products through engaging visual content, which resonates well with younger audiences who tend to interact more with visual-based content.
Moreover, the use of paid advertising became highly relevant in the New Year campaign as it helped expand ad reach more precisely, enabling Kivee to target consumers with specific demographics.
Special promotional offers valid only for a few days before the New Year added urgency, encouraging consumers to make purchases and optimizing sales conversions within a short time frame.
Kivee successfully implemented an integrated approach by combining these tactics, harnessing the power of various digital platforms to achieve maximum results.
This demonstrates how SMEs, even with limited resources, can leverage digital marketingAos vast potential to enhance visibility, competitiveness, and revenue during high-potential periods like New Year campaigns.
The use of email marketing in New Year digital marketing campaigns demonstrates how personalized marketing strategies can yield significant results, as seen in the case of the SME.
Warung Sate Shinta, which operates in the food industry .
Warung Sate Shinta, with an established customer database from prior interactions, utilized email to send special New Year offers, including exclusive discounts for loyal customers.
This approach successfully boosted sales during the holiday period and strengthened relationships with customers, which is a long-term asset for SMEs.
Email marketing created a sense of exclusivity, encouraging consumers to feel valued and more connected to the brand by sending relevant and personalized offers to a known audience.
This campaign also highlights the importance of integrated marketing strategies, where social media, email, and special offers work synergistically to achieve a broader goalAienhancing customer loyalty.
This shows that through more personalized approaches and relevant communication.
SMEs can leverage digital marketing to attract new consumers while retaining and strengthening relationships with existing ones, resulting in sustainable profits.
This study emphasizes the important role of analytics in measuring and optimizing the success of digital marketing campaigns, providing SMEs with tools to evaluate their marketing performance in a more measurable and data-driven way.
SMEs can gain deep insights into audience behavior, such as website visits, most popular products, and traffic sources directing to their sites by utilizing analytics tools available on various digital platforms, such as Google Analytics .
This data helps assess ad effectiveness and allows SMEs to identify consumer trends and changing purchasing behaviors, particularly during seasonal periods like New Year.
SMEs can fine-tune their marketing strategies to focus on the most popular products and leverage the most effective channels with detailed information about who visits their site and what they are looking for.
Additionally, this data allows SMEs to adjust campaigns in real time, enhancing responsiveness to changing consumer preferences and ensuring their marketing remains relevant and targeted.
In other words, analytics gives SMEs the power to continuously improve their strategies, boost sales conversions, and strengthen customer relationships, which in turn increases competitiveness in the increasingly digital and competitive market.
The role of creative content in New Year campaigns proves to be a critical factor in capturing audience attention and boosting marketing impact, as demonstrated by the example of the SME.
Toko Kopi Sempurna.
Leveraging the New Year moment.
Toko Kopi Sempurna offered special coffee variants available only during the holiday period, directly linked to the celebration theme and consumers' desire to experience something new.
They developed video content showcasing the coffee-making process and the warm ambiance associated with New Year celebrations, then posted it on platforms like Instagram and YouTube.
The engaging and relevant video content was able to create an emotional connection with the audience, offering more than just a product display, but also an experience customers wanted to have during the holidays.
This approach effectively introduced the product and increased brand awareness in a compelling and enjoyable manner, aligning with the New Year spirit.
It shows that thematic creative content, which resonates with a specific atmosphere and celebration, can play a key role in enhancing digital marketing campaigns by capturing new customersAo attention and motivating them to make purchases.
Thus, relevant and creative content can be a major driver in increasing customer engagement and expanding market reach for SMEs, especially in the competitive holiday season .
Journal of Contemporary Administration and Management (ADMAN) ISSN: 2988-0394 Print / 2988-3121 Online Vol 2.
Issue 3.
December 2024.
Page 567-573 DOI: https://doi.
org/10.
61100/adman.
Reputation management and customer reviews have become crucial aspects of SME digital marketing campaigns, as customer reviews significantly shape perceptions and influence purchasing decisions in the digital For instance, the SME.
Roti Cita Rasa, successfully utilized customer reviews on e-commerce platforms to strengthen their brand credibility during the New Year campaign .
Roti Cita Rasa was able to build trust among potential buyers by providing excellent service and actively requesting reviews after purchases, who felt more confident purchasing products that had received positive reviews.
Good customer reviews enhance brand reputation and create a social effect that leads to increased product visibility and appeal in a highly competitive A proactive approach to managing feedback, such as promptly responding to reviews and showing appreciation to customers, helps create closer relationships with the audience and demonstrates the SME's commitment to product and service quality.
This highlights that effective customer review management, as part of a digital marketing strategy, can significantly impact sales growth and campaign success, while also emphasizing the importance of building a positive online reputation to maintain competitiveness in the digital One of the main challenges SMEs face in running digital marketing campaigns is limited human resources and budgets, which often hinder their ability to design and manage integrated and effective campaigns.
Many SMEs lack large marketing teams or sufficient budgets to run full-scale digital campaigns, forcing them to rely on simpler or more limited methods to reach broader audiences.
Therefore, collaborating with digital marketing agencies or utilizing cost-efficient marketing platforms, such as Google Ads or Facebook Ads, becomes a helpful solution.
These platforms enable SMEs to run more focused and measurable campaigns without large expenses, offering flexibility in adjusting budgets and strategies based on needs.
Moreover, with the rapid advancement of technology and the emergence of more budget-friendly digital marketing tools.
SMEs now have greater access to resources that were previously hard to reach.
These tools, such as automated content creators, accessible analytics, and low-cost advertising platforms, allow SMEs to run effective campaigns despite their This shows that with the right selection of tools and strategies.
SMEs can fully optimize digital marketing, even with limited resources, and remain competitive in an increasingly digital and competitive Overall, digital marketing presents significant opportunities for SMEs to optimize revenue and competitiveness, particularly in the context of New Year campaigns, which often serve as peak sales periods.
SMEs can enhance their visibility, reach a broader audience, and engage more intensively with customers through an integrated approach that involves selecting the right platforms such as social media, e-commerce, and email marketing, as well as efficiently utilizing analytics.
The use of analytics allows SMEs to adjust marketing strategies based on consumer behavior, improving campaign relevance and sales conversions.
Additionally, this integrated approach also positively impacts customer loyalty, which is increasingly important in a competitive market.
However, to optimize the potential of digital marketing.
SMEs must continue to adapt to technological developments and leverage various available digital tools, such as marketing automation tools, low-cost advertising platforms, and advanced analytics tools that reduce operational burdens and enhance campaign efficiency.
Thus, by utilizing the right technology and responsive marketing strategies.
SMEs can overcome existing challenges and take full advantage of the significant opportunities in the digital world to grow their businesses.
Conclusion This study shows that digital marketing plays a highly strategic role in enhancing the revenue and competitiveness of SMEs, especially during the New Year campaign.
With an integrated approach utilizing various digital platforms such as social media, email marketing, and e-commerce.
SMEs can capture consumer attention, increase sales, and strengthen relationships with customers.
Relevant case study examples demonstrate that SMEs effectively leveraging digital marketing, such as Kivee in the fashion sector and Warung Sate Shinta in the culinary sector, achieved significant results during the holiday season.
Therefore, digital marketing becomes an efficient and essential tool for the success of seasonal campaigns, optimizing revenue and competitiveness for SMEs in a competitive market.
The implications of this study are crucial for SMEs looking to grow their businesses through digital To succeed in the New Year campaign.
SMEs need to design an integrated digital marketing strategy, select platforms that align with their target audience, and use various analytics tools to measure the effectiveness of their campaigns.
Additionally, it is essential for SMEs to continuously innovate the content they offer and manage their online reputation through customer reviews.
The study also highlights that collaborating with influencers or utilizing digital marketing agencies could be a solution for SMEs with limited budgets and human resources, enabling them to achieve maximum results from their digital marketing campaigns.
Journal of Contemporary Administration and Management (ADMAN) ISSN: 2988-0394 Print / 2988-3121 Online Vol 2.
Issue 3.
December 2024.
Page 567-573 DOI: https://doi.
org/10.
61100/adman.
Based on the findings of this study, there are several recommendations for SMEs wishing to utilize digital marketing in their New Year campaigns.
First.
SMEs are advised to focus more on selecting the right digital platforms, as each platform has a unique audience and characteristics.
Second, using analytics data is crucial for evaluating campaign success and making necessary adjustments to achieve better results.
Third, collaborating with local influencers or digital marketing agencies can be an effective strategy to enhance visibility and engagement with a broader audience.
Lastly.
SMEs must pay attention to the quality of the content presented, ensuring it is relevant to the New Year theme and capable of capturing the attention and interest of consumers.
This study has several limitations that need to be considered.
First, the research is based solely on a literature review, so it does not involve primary data or direct interviews with SMEs, which could provide deeper insights into digital marketing practices in the field.
Second, the study is limited to literature available on Google Scholar from 2019 to 2024, so there may be relevant studies not included in this search.
Third, the case study examples used in this study only include SMEs in Indonesia, which may not fully represent SMEs in other countries with different market conditions.
Lastly, the study focuses more on the digital marketing aspect within the context of the New Year campaign and does not broadly discuss SME management or other challenges SMEs face in adopting digital marketing overall.
References