Digital Marketing Ecosystem Perspective of Regional Featured Product in North Sulawesi Province, Indonesia

Abstract

The industrial sector that develops along with technological developments certainly has an impact on the economy of a country. Indonesia is a country that has great potential for the development of the digital economy with a high level of digital media penetration and a large market share. Strengthening local products based on the digital economy seems to be one way to maintain the positive momentum for post-pandemic national economic improvement. This is done by encouraging the marketing digitalization ecosystem to SMEs. This article is constructed based on literature studies that have been carried out previously by mapping articles, research journals, and related data to be able to provide a real picture regarding the role of the digital marketing ecosystem in encouraging marketing penetration of regional superior products. Some of the aspects that are used as barometer like consumer ecosystem, producer ecosystem, and core communication. These three things are collaborated with the facilitation of stakeholders such as the government, suppliers, consumers and business owners, who work together to encourage the smooth running and optimization of digital marketing operations in North Sulawesi Province, Indonesia. However, several obstacles remain, namely not all regional superior products have been reached in digital marketing. As a result, the role of actors in the local digital marketing ecosystem still needs to be carried out with various empowerment efforts. Stakeholders like the government and banking must creating more synergy with local business owners to maximize regional superior products that have enormous potential.