SYSTEMATIC REVIEW article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1647391
Digital marketing strategies in expanding the market for MSME creative products in Indonesia – State of Art
Provisionally accepted
Ulfi Sartika Lubis1*
Novita Wulandari2Iwan wahyudi1Fitriani Fitriani3Edwin Agung Wibowo4Lukmanul Hakim4Neni Hardiati5Anggun Yulvira Swastika1Bunga Meyzia6- 1Universitas Negeri Malang, Malang, Indonesia
- 2Universitas Pendidikan Muhammadiyah Sorong, Sorong, Indonesia
- 3Universitas PGRI Yogyakarta, Yogyakarta, Indonesia
- 4Universitas Riau Kepulauan, Batam, Indonesia
- 5Universitas Gadjah Mada, Yogyakarta, Indonesia
- 6Universiti Teknologi Malaysia, Skudai, Malaysia
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Digital marketing strategy is the planning and actions taken by companies or individuals to utilize digital technology to market products or services effectively and efficiently to target markets. In this strategy, companies use various digital channels such as social media, search engines, email marketing, websites, or e-commerce to achieve marketing objectives, including increasing brand awareness, attracting new customers, and boosting sales and customer loyalty. However, challenges in using digital marketing still exist due to the digital literacy gap among creative product practitioners. This study reviews digital marketing for creative products, including social media marketing, search engine marketing, influencer marketing, email marketing, and content marketing. Using Systematic Reviews and Meta-Analysis (PRISMA) method, 22 articles from leading sources such as MDPI, Wiley, ScienceDirect, and IEEE Xplore were analyzed. The objectives of this study are to determine (1) what the definitions of digital marketing strategies and the creative product market are. (2) Which countries have implemented digital marketing in the creative market for SMEs? (3) Who is involved, and how familiar are SMEs with the creative product market? (4) What strategies are used in digital marketing in Indonesia? How is it implemented, what are the challenges, and what is the level of success? (R5): What are the future research and recommendations for digital marketing in expanding the creative market? Future research directions include the application of AI and technology for automated content creation for creative product practitioners, strengthened digital education and literacy, and community-based campaigns that foster collaboration among local creators to build a mutually supportive ecosystem in the digital world.
Keywords: Digital marketing strategies, MSME creative products, Creative products, PRISMA, Digital economics
Received: 18 Jun 2025; Accepted: 15 Aug 2025.
Copyright: © 2025 Lubis, Wulandari, wahyudi, Fitriani, Wibowo, Hakim, Hardiati, Swastika and Meyzia. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Ulfi Sartika Lubis, Universitas Negeri Malang, Malang, Indonesia
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.