Author(s): Noerlina, Tirta Nugraha Mursitama
Abstract: In marketing strategy, companies must professionally understand online social marketing campaigns and understand how to implement them effectively. The consideration of using digital marketing in the company is related to cost efficiency and has a major influence on improving the company's business performance. This study shows how digital marketing is needed in almost all institutions in developing countries, including in education and SMEs, how it impacts the performance of institutions, and what strategies need to be applied to achieve the targets of higher education institutions. Digital marketing strategies in Indonesian institutions need to sort out which digital media are suitable for readers or visitors according to generational groups. It is also necessary to consider traditional marketing for the target market who have limited access to technology, such as internet access is not yet spread evenly in several areas in developing countries. Digital marketing makes it easier for education institution and SMEs to provide information and interact directly with consumers, expand market share and increase awareness.