The Role of Digital Marketing in Engaging SMEs and Education
Institution in Emerging Economy
NOERLINA
Information Systems Department, School of Information Systems,
Bina Nusantara University, Jakarta, INDONESIA
TIRTA NUGRAHA MURSITAMA
International Relations Department, Faculty of Humanities
Bina Nusantara University, Jakarta, INDONESIA
Key-Words: - Digital Marketing, Marketing Strategy, Emerging economy, SMEs, Education institution.
Received: May 12, 2021. Revised: January 24, 2022. Accepted: February 4, 2022. Published: February 18, 2022.
1 Introduction
In today's digital era, business and technology are
changing rapidly. The need for business with the
help of technology to facilitate all existing activities
is increasing. Technology-based business strategy
and planning is an important step in winning
business competition. Companies need to implement
the right strategy to maintain and increase loyal
customers. Marketing is an important part of a
company where a strategy is needed to introduce a
product or service to potential consumers. To
implement a better marketing strategy than
competitors, companies need to know everything
about their customers, from what consumers need
and how they can be satisfied. From the
identification of these needs, products can be
created according to the market needs [1].
Along with technological advances, the business
world is also experiencing an increasingly varied
trend of change. From the marketing process in the
company, it also began to shift to the digital
marketing trend. To increase product sales from the
company, the application of digital marketing is
mandatory in the digital era. The application of
digital marketing in general is to increase the
number of consumers by using a technology and
internet approach in accordance with the current
direction of world development towards the
industrial revolution 4.0. Today's business world
relies heavily on digital marketing such as search
engine optimization (SEO), search engine marketing
(SEM), influencer marketing, content marketing,
content automation, e-commerce marketing, and
social media marketing, and others. It becomes a
basic need in technology-based business in the
future [2].
The consideration of using digital marketing in
the company is related to cost efficiency and has a
major influence on improving the company's
business performance. Knowing which social media
sites are used by the target market is another key in
ensuring that digital marketing will succeed in
connecting consumers according to the company's
target. The effectiveness of marketing using the
internet between different businesses needs to be
analyzed further because of the different
characteristics of the company [2]. University as a
higher education institution has different
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.58
Noerlina, Tirta Nugraha Mursitama
E-ISSN: 2224-2899
660
Volume 19, 2022
Abstract: In marketing strategy, companies must professionally understand online social marketing campaigns
and understand how to implement them effectively. The consideration of using digital marketing in the company
is related to cost efficiency and has a major influence on improving the company's business performance. This
study shows how digital marketing is needed in almost all institutions in developing countries, including in
education and SMEs, how it impacts the performance of institutions, and what strategies need to be applied to
achieve the targets of higher education institutions. Digital marketing strategies in Indonesian institutions need
to sort out which digital media are suitable for readers or visitors according to generational groups. It is also
necessary to consider traditional marketing for the target market who have limited access to technology, such
as internet access is not yet spread evenly in several areas in developing countries. Digital marketing makes it
easier for education institution and SMEs to provide information and interact directly with consumers, expand
market share and increase awareness.
characteristics from companies that focus on profit,
and it needs a different strategy in implementing
digital marketing. Digital marketing in higher
education has more focus on attracting prospective
students who are academically potential and provide
more benefits to society and the country in
educating the nation. This article shows how digital
marketing is needed in higher education institutions,
how it impacts the performance of institutions, and
what strategies need to be applied to achieve the
targets of higher education institutions.
To present the results of the research in this
article, the structure of the article is structured by
starting with a discussion of related previous
studies, followed by a discussion of case studies in
education institution and the appropriate strategies
that can be applied and conclusions from the
research discussion.
2 Theoretical Review
Various previous studies on digital marketing have
been carried out by many researchers in the world.
Digital marketing can be formulated as a company
marketing strategy using the internet and digital
media such as blogs, emails, websites, and others.
Marketing activities include the process of planning
concepts, their implementation, pricing strategies,
and product promotion and distribution, with the
aim of building a mutual relationship between
producers and consumers [3]. The development of
the digital world is currently being used to support
the company's marketing through the activities of
introducing the company's products online and
packaged in an attractive way so that it has a
significant influence on the company's product sales
[4]. The Internet and related digital technology
platforms present opportunities as well as threats to
organizations. For example, various online
companies such as Amazon, iTunes and other online
companies get very significant benefits and
advantages in their business processes by utilizing
existing technology. Many consumers use social
networks such as Facebook, Google+, Twitter, and
other digital media as part of their daily lives.
Companies that can seize opportunities from current
societal trends that cannot be separated from
technology will gain competitive advantages and
can increase the company's reputation to become a
worldwide brand [5].
In a marketing strategy, companies
professionally must understand online social
marketing campaigns and understand how to
implement them effectively as seen from the
achievement of measurable performance indicators.
The development of market dynamics around the
world is changing in relation to the presence of the
younger generation with the ability and need for
accessibility to social media and its use [2].
Previous research has shown that millennials have a
high interest and preference for certain forms of
online promotion and advertising. The digital
marketing strategy as one of the strategies
considered is more effective in capturing the
attention of the millennial generation, motivating
and encouraging repeat visits to business websites,
and encouraging them to write their experiences and
reviews online because this pattern of review results
is very useful for companies to attract attention in a
wider market share [6].
Other research also states the importance of
entrepreneurial values in supporting every aspect of
success from an early age. In the success of the
digital marketing program, one thing that needs to
be considered is the awareness of the value of
entrepreneurship and government support [12].
3 Method
The research method in this paper uses a literature
review approach from previous research that
discusses digital marketing strategies. After seeing
the results of previous research, mapping was
carried out on how this digital marketing strategy
can also be applied in higher education institutions
or education institution. With the case study
approach, it can be formulated what strategies can
be carried out at this non-profit institution by
looking at the consumer category, namely students
who enter the millennial generation group.
Fig. 1: Research Stages
4 Result and Discussion
To find out how previous research related to digital
marketing, a literature review was carried out. The
search for research references is also done by
focusing on digital marketing in companies and in
higher education institutions. One of the results of
research in the US states that students at education
institution who fall into the category of the
millennial generation are a generation that is very
highly dependent on the internet, so it is the right
Literature
Review Case Study Institution
Strategy
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DOI: 10.37394/23207.2022.19.58
Noerlina, Tirta Nugraha Mursitama
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661
Volume 19, 2022
strategy if the institution implements a digital
marketing strategy[6].
Previous research related to the strategy and
implementation of digital marketing has also
become a concern since the increasing need for the
internet, especially in business processes and to win
the competition. The following is a summary of
several previous studies in table 1.
Table 1. Previous Studies
Authors
Methodology
Bala &
Verma
(2018)
Source of
secondary data.
This article was
compiled based
on a literature
review and
information
sources from the
internet.
Redjeki &
Affandi
(2021)
A qualitative
review approach
uses literature
review to
examine and
provide solutions
to research
issues.
Kannan &
Li (2016)
Develop a
framework for
research in
digital marketing
that highlights
touchpoints in
the marketing
process and their
impact.
Smith, K.T
(2012)
Data from a 3-
year period
(2009 to 2011)
by conducting a
survey to the
millennial
Authors
Methodology
Findings
generation at
Southwest US
University.
generation, motivating
and encouraging
repeat visits to
business websites and
encouraging them to
write their experiences
and reviews online.
Todor, R.D
(2016)
Literature review
in the form of a
comparison of
the advantages
and
disadvantages of
digital marketing
with traditional
marketing.
Internet use is
constantly increasing
and becoming a major
need. The best solution
for companies to win
the market is to
develop brand
awareness programs
by combining digital
marketing and
traditional marketing
to capture
opportunities from
millennials and
previous generations.
Looking at the conditions in Indonesia, the
number of education institution is 4,576 institutions,
with the number of faculty members amounting to
294,339 lecturers and the number of students
amounting to 8,833,078 [7]. In accordance with the
results of the 2020 population census (SP2020) by
the Central Statistics Agency (BPS) it is stated that
the composition of the population in Indonesia is
dominated by generation Z and millennials.
Generation Z is the generation born from 1997 to
2012, while the millennials are those born from
1981 to 1996. The percentage of the population of
Generation Z is 27.94% and the millennial
generation is 25.87% [8].
Based on the condition of education institution,
the target consumers are students and prospective
students as well as their parents. Faculty members,
and education staff consisting of various
generations, it is necessary to do a combination of
marketing strategies to reach various generations.
Traditional marketing is still needed and is aimed at
attracting educational staff and faculty members and
parents of students and parents of prospective
students who may still have limitations in internet
access and technological capabilities. As for digital
marketing, it is implemented as part of a marketing
strategy in facing the industrial revolution 4.0 where
the main actors are the future generation, including
generation Z and the millennial generation. The
need for digitization in various aspects of life is the
main thing and becomes a general need in various
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Noerlina, Tirta Nugraha Mursitama
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Volume 19, 2022
aspects of life including business, in this case, it is
in every aspect of the business that exists in
companies and education institution, including
strategies for implementing digital marketing to win
the competition.
The case study researched is one of the leading
private education institution in Indonesia which is
known as a strong university in the field of
information technology. Where the use of digital in
all aspects of higher education business processes is
applied, such as:
a. Digital content
b. University TV
c. iTunes U, Udemy, Youtube
d. University online store
e. Digitization of University Catur Dharma
"IT-based business process" is the main strategy
in every aspect of the business process at university
towards readiness to face the industrial revolution
4.0. In improving competitiveness, the university's
vision and mission have been directed towards
globally recognized institutions, with strategies for
achieving international recognition in various
aspects such as reputable international research and
publications, international student exchanges,
visiting professors from overseas education
institution, international recognition from QS, THE,
and other international institutions.
Based on the above discussion, the conceptual
framework of the strategy for implementing digital
marketing in education institution can be formulated
as follows.
Fig. 2: Digitization of Higher Education Business
Processes
Source: Author (2021)
Conceptual framework of the strategy for
implementing digital marketing in SMEs can be
formulated as follows.
Fig.3: Digital Marketing of SMEs Business
Processes
Source: Author (2021)
Considering the characteristics and conditions
of developing countries, the digital marketing
strategies in institution that can be applied are:
1. Website
The presence of a university website is
mandatory now. In addition to introducing
education institution, it is also to recruit prospective
students and faculty members both domestically and
abroad. In addition, it will also increase the
opportunities for cooperation with other institutions,
especially overseas. Therefore, it has become
common that a university website must be at least
dual language (the language in which the institution
is located and English).
2. SEO (Search Engine Optimization)
SEO is a strategy that education institution can
use to optimize their websites to get top rankings
from an online search process. By implementing
SEO, it is hoped that education institution will get
opportunities to increase new student registrations
and become a place of choice for faculty members
and education staff because they appear more often
on search sites.
The importance of the educational institution's
web using the concept of SEO in addition to
increasing intake as well as to spread knowledge,
where higher education is a center of knowledge and
has a social obligation to improve the welfare of the
community.
3. Content Marketing
Education institution are expected to plan and
build interesting content about their institutions.
This content marketing will attract the public to
understand how the performance and achievements
of higher education and the vision and mission will
be achieved, thus motivating the content marketing
readers to make the university as a place of choice
for further study.
4. Social Media Marketing
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The use of social media is one strategy to
introduce and make the public more aware of the
presence and contribution of education institution.
This will have the impact of increasing the
recognition of brands from education institution and
SMEs in the community, especially in the current
digital era where today's society is very active in
accessing social media such as Instagram, Twitter,
and others.
5. Blogs
The existence of blogs is a special attraction
because students or faculty members and education
staff can talk in more relaxed atmosphere about their
own experiences and opinions. These blogs can be
used as a tool to provide knowledge to online media
readers what they will get by joining certain
education institution and SMEs and what the actual
conditions they will face. With the right direction,
the contents of blogs can display an interesting
atmosphere and attract readers to get to know the
university better.
6. Affiliate Marketing
Education institution and SMEs may cooperate
with other services or institution sites to refer
visitors to the their website. An example is hosting
video ads on YouTube. With this strategy, visitors
can see how the environment of the education
institution and SMEs and their lecturers. Many well-
known education institution abroad apply this
strategy so that we can enjoy the facilities and
atmosphere by just watching videos from the
college so that interest will be higher.
According to previous research, digital
marketing has significant effect on quality service,
and this support the improvement of SMEs sales
performance. Digital marketing directly also has
significant effect on sales performance [9].
Innovation by implementing digital marketing is one
of the important strategies in increasing the
company's competitiveness [10]. Some of the latest
digital marketing techniques that can be used such
as Digital Marketing strategies Using Cloud
Marketing, email marketing. SMEs and education
institution that implement digital marketing need to
improve firms technological capabilities in all level
of their management [11].
5 Conclusion
By implementing a digital marketing strategy using
all-digital media, it is possible to do everything very
quickly in seconds. The feedback obtained can also
be measured in real time and precisely. So that the
success of this digital marketing implementation can
be immediately known, such as information on how
many visitors enter the website, how long visitors
see the product, and it is also possible to convert
performance improvements, especially new student
registrations from every digital media that is
broadcast. In addition, looking at the reach with
digital marketing, it is also wider geographically.
Only by utilizing the internet, the spread of the
brand can be throughout the world in just an instant.
Education institution in optimizing the use of
digital marketing strategies need to pay attention to
the target community who reads the information.
Digital marketing strategies in education institution
need to sort out which digital media are suitable for
readers or visitors according to generational groups.
It is also necessary to consider traditional marketing
for the target market who have limited access to
technology, such as internet access is not yet spread
evenly in several areas in Indonesia.
Further research needs to pay attention to the
differences in the characteristics of digital marketing
implementation in developed countries compared to
developing countries especially associated with
educational institutions and SMEs.
Acknowledgement:
This research is supported by Ministry of Education
and Culture of Indonesia, Directorate General of
Higher Education, as a part of “Konsorsium Riset
Unggulan Perguruan Tinggi” research grant entitled
“Model Tata Kelola Ekonomi Digital di Era
Revolusi 4.0: Regulasi, Inklusi Finansial, dan
Inovasi Teknologi” with contract number
234/E4.1/AK.04.PT/2021; 3582/LL3/KR/2021.
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Sources of Funding for Research Presented
in a Scientific Article or Scientific Article
Itself
This research is supported by Ministry of Education
and Culture of Indonesia, Directorate General of
Higher Education, as a part of “Konsorsium Riset
Unggulan Perguruan Tinggi” research grant entitled
“Model Tata Kelola Ekonomi Digital di Era
Revolusi 4.0: Regulasi, Inklusi Finansial, dan
Inovasi Teknologi” with contract number
234/E4.1/AK.04.PT/2021; 3582/LL3/KR/2021.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
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WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.58
Noerlina, Tirta Nugraha Mursitama
E-ISSN: 2224-2899
665
Volume 19, 2022