Digital Marketing Strategy As A Driving Factor Of Sme Marketing Performance: Literature Review

Abstract

Digital transformation has transformed the marketing landscape of Micro, Small, and Medium Enterprises (MSMEs), particularly in reaching consumers, building brands, and increasing sales. In an increasingly competitive environment, the use of digital media is no longer merely an additional promotional tool but has evolved into an integral part of marketing strategy. This study aims to analyze the role of digital media in marketing.digital marketing strategyas a driving factor for MSME marketing performance through an approachliterature review. The study was conducted on scientific literature that discusses digital marketing strategies,digital marketing capabilities, social media, marketplace,customer engagement, market orientation, and MSME performance, with an emphasis on publications from 2022–2026. The study results show that digital marketing strategies contribute to marketing performance by increasing market reach,brand awareness, customer interaction, consumer acquisition and retention, and utilization of market information. Social media,content marketing, marketplace, anddigital advertisingDigital marketing has become the primary tool used by MSMEs. However, the success of this strategy is determined not only by the use of technology, but also by the MSME's ability to understand consumers, produce relevant content, utilize data, innovate, and integrate digital activities with marketing objectives. Therefore,digital marketing strategyIt needs to be viewed as a strategic capability, not just a promotional activity, because its effectiveness is determined by the ability of MSMEs to transform digital resources into value for consumers and improve marketing performance.