TITLE:
Digital Marketing Ecosystem Perspective of Regional Featured Product in North Sulawesi Province, Indonesia
AUTHORS:
Melky K. E. Paendong, Precylia R. Rambing, Christopel H. Simanjuntak, Arief P. Kumaat, Mikke R. Marentek, Nancy H. J. Mandey
KEYWORDS:
Digital Marketing Ecosystem, Regional Featured Product, North Sulawesi
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.11 No.2,
February
7,
2023
ABSTRACT: The industrial sector that develops along with technological developments
certainly has an impact on the economy of a country. Indonesia is a country
that has great potential for the development of the digital economy with a high
level of digital media penetration and a large market share. Strengthening
local products based on the digital economy seems to be one way to maintain the
positive momentum for post-pandemic national economic improvement. This is done
by encouraging the marketing digitalization ecosystem to SMEs. This article is
constructed based on literature studies that have been carried out previously
by mapping articles, research journals, and related data to be able to provide
a real picture regarding the role of the digital marketing ecosystem in encouraging
marketing penetration of regional superior products. Some of the aspects that
are used as barometer like consumer ecosystem, producer ecosystem, and core
communication. These three things are collaborated with the facilitation of
stakeholders such as the government, suppliers, consumers and business owners,
who work together to encourage the smooth running and optimization of digital
marketing operations in North Sulawesi Province, Indonesia. However, several
obstacles remain, namely not all regional superior products have been reached in
digital marketing. As a result, the role of actors in the local digital
marketing ecosystem still needs to be carried out with various empowerment
efforts. Stakeholders like the government and banking must creating more
synergy with local business owners to maximize regional superior products that
have enormous potential.