A good marketing strategy starts with trend predictions. Trends can be discovered by analyzing internal data, such as inventory and demand, or external data, like market trends. In today’s digital world, even MSMEs must utilize trend-finding tools like Google Trends to stay ahead of market movements.
According to Wawan Dhewanto, Professor of Entrepreneurship at the SBM ITB, many platforms like Instagram and Facebook now provide integrated reports for business accounts. MSMEs can access important social media metrics on the audience report page, such as reach, link clicks, and shares. Generally, higher values in these metrics indicate better marketing program performance.
Wawan shared these insights during entrepreneurship training for MSMEs entitled “Maximize Sales with Digital Marketing” at the Secretariat Hall of the West Java Regional National Crafts Council (Dekranasda) on Wednesday (10/7). This training series is a community service program initiated by SBM ITB in collaboration with Dekranasda West Java. The program aims to boost sales of MSME products in West Java and equip MSMEs with practical skills to face increasingly fierce business competition.
A total of 40 participants attended the training, which Noneng Komara, Head of the West Java Industry and Trade Service, opened.
“We are not only competing with fellow West Javanese but also with sellers worldwide,” Noneng said during the opening remarks.
Wawan highlighted that current digital marketing strategies can be directly measured for effectiveness. Social media metrics provide insight into how well a marketing program is performing.
The true definition of digital marketing success is Return on Investment (ROI). ROI compares the amount spent on marketing with the revenue and profits generated. A higher ROI means the marketing budget is effectively invested.
Closing the training session, Wawan invited the 40 MSME participants to evaluate their digital marketing performance. They were asked to examine their audience demographics, impressions, engagement, and click-through metrics.
