SUSTAINABLE DIGITAL MARKETING STRATEGIES FOR MSMES IN THE NON-MANUFACTURING SECTOR

Ihdina Gustina

Abstract


Sustainable digital marketing is becoming increasingly vital for micro, small, and medium enterprises (MSMEs), especially in the non-manufacturing sector. This study employs a systematic literature review (SLR) using the PRISMA method to identify strategies that align digital marketing practices with sustainability goals. The review synthesizes findings from international journal articles published between 2015 and 2020. Key strategies identified include leveraging social media platforms, optimizing search engines (SEO), and utilizing e-commerce to enhance economic, social, and environmental sustainability. The study highlights the relevance of these strategies in addressing the unique needs of non-manufacturing MSMEs, such as customer engagement and personalized service. Furthermore, it explores the challenges of adopting digital marketing strategies, including resource limitations and technological disparities, while presenting opportunities offered by innovations such as AI and blockchain. Practical recommendations are provided for policymakers to promote sustainable practices and for MSMEs to adopt effective strategies. This research contributes to the theoretical understanding of sustainable digital marketing and offers a foundation for empirical studies to validate its findings.

 


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References


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DOI: https://doi.org/10.3059/insis.v0i0.23669

DOI (PDF): https://doi.org/10.3059/insis.v0i0.23669.g12999

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