Challenges and Strategies in Digital Marketing of Microentrepreneurs During the Covid-19 Pandemic

Abstract

Digital marketing plays a pivotal role in expanding products and organizations, especially amidst the challenges posed by the COVID-19 pandemic. This study aimed to analyze the marketing challenges faced by microentrepreneurs and how digital marketing strategies alleviated their businesses during the Covid-19 pandemic. Thirty-one microentrepreneurs from the City of Imus, Cavite, participated in the study, providing information as to their demographic profiles, digital marketing strategies, and challenges encountered. The researchers employed purposive sampling and utilized a descriptive-correlational method to assess the relationship between digital marketing challenges and strategies. Questionnaires were distributed to the respondents through Facebook, Messenger, and Instagram, and data were analyzed using SPSS. Findings revealed limited issues related to product demand, loss of customers to competitors, or reaching target consumers, which may be attributed to the convenience and efficiency offered by digital marketing platforms. However, microentrepreneurs need to reassess their marketing approaches to address specific difficulties such as demand fluctuations, competitive pressures, and target consumer preferences. The correlation analysis revealed that there was no significant relationship between price and other variables of the study. However, a moderate positive correlation (r = 0.483) was observed between platform and promotion, indicating that increased platform utilization is associated with higher levels of promotional activities. Furthermore, while demand showed weak positive correlations with promotion (r = 0.039) and price (r = 0.150), there was a moderate positive correlation (r = 0.564) between demand and competitors, suggesting that heightened competition corresponds to increased demand.