Digitalizing Local Product Marketing through the Utilization of E-Commerce Platforms and Creative Content Design

Abstract

This community service program aims to improve the capacity of MSMEs to market local products through digitalization, specifically by utilizing e-commerce platforms and developing creative content designs. Key challenges identified among MSME partners include low digital literacy, limitations in managing online stores, and limited ability to produce engaging visual content for promotions. The mentoring program included a needs assessment, marketplace training, creative content design workshops, visual promotional media creation, and evaluation of digital marketing implementation. The Participatory Action Research (PAR) approach was used, with MSMEs actively involved throughout the training process, including hands-on practice. Results demonstrated significant improvements in MSMEs' digital skills, including the ability to create and optimize online stores, create professional product catalogs, utilize promotional features on e-commerce platforms, and design product photo and video content aligned with modern digital marketing principles. Furthermore, the visibility of local products on digital platforms increased, resulting in increased consumer interaction and potential sales increases. The program also strengthened MSMEs' understanding of digital branding and visual communication strategies, enabling them to more effectively convey product value to their target market. Overall, this community service activity has successfully increased the competitiveness of local products through the use of digital technology and content creativity, as well as providing a strong foundation for the sustainability of MSME marketing in the digital economy era.