In this era of technology and gadgets, digital marketing plays a crucial role in branding and promoting SMEs. This is because people nowadays spend a significant amount of time in the digital space. Naturally, this can be utilised by business owners, particularly SMEs, to enhance their branding and attract clients through digital platforms.
This time, Graparinews will take you through an explanation of why the functions and duties of digital marketing are highly influential on SME businesses. We will discuss various aspects, beyond merely reaching a wider market; we can also increase sales beyond just one city.
1. Branding/Introducing the Products We Sell
Amidst the hustle and bustle of the business world, digital marketing is essential. Even without a large budget, it can help our business become known to gadget users in Indonesia. By leveraging SEO or SEM, a product can typically gain recognition in a short period. Although not instantly significant, as business owners or SME operators, we must be savvy in managing our business within the digital realm.
If we continue conducting business in a traditional manner, merely waiting for customers to come, in my opinion, it is no longer relevant. We need to exert greater effort. In the past, marketing relied more on billboards and banners along the streets; nowadays, such methods have transitioned into the digital sphere. By utilising social media and various platforms, we can enhance branding and promote the business we run. It is not just about random audiences; in some cases, due to Google’s or a gadget’s ability to read search algorithms, it almost seems as if they know what buyers are looking for. With an appropriate budget and campaign, we can attract a substantial number of visitors.
2. Market Demand
Nowadays, with the increasing number of gadget users in Indonesia, people spend more time browsing the digital world than engaging in real-life interactions. A report from iPrice published in 2024 shows that e-commerce usage surged by 34.84% from the end of December 2020, with total transactions reaching IDR 487 trillion.
This rise in online sales illustrates that the online marketplace is far more significant than offline sales. This is due to the convenience and instant mindset of modern consumers. Even perishable goods, such as food, can now be delivered straight to our homes without the hassle of traffic congestion, thanks to various applications. This demonstrates that today’s market is vastly different from that of five years ago.
Some experts attribute this shift to the effects of COVID-19, which forced people to stay at home, thereby shaping current consumer behaviour. When observing the streets, I have noticed that many shopfronts or eateries appear deserted, with fewer customers dining in. Instead, there are more ride-hailing drivers waiting in queues to pick up food orders.
This suggests that the mindset of Indonesian consumers has changed, and we must transition to digital marketing to keep up with market developments.
3. SEO and SEM
From the two explanations above, the role of digital marketing is to introduce our business and connect us with market needs (clients). This is where the use of Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) becomes crucial in achieving both goals, even with a limited budget.
- SEO functions as branding, ensuring that people can find our store with its location and contact details.
- SEM focuses on promotion through advertisements and platforms that target specific markets or keywords.
Although they seem similar, their functions and objectives differ. SEM utilises costs to maximise market reach with minimal expenses, whereas SEO strengthens branding for free by optimising keywords relevant to the products we sell.
These are some of the fundamental functions and duties of digital marketing for SMEs. It may sound simple, but in reality, it is quite challenging due to the emergence of many instant businesses and competitors who are already well-versed in digital marketing. Sometimes, this makes us feel as if our product lacks value. However, digital marketing significantly facilitates customer acquisition in the long run. The impact of our efforts may not yield instant profits; consistency and the right keywords are essential for achieving strong sales for our products on the internet.
