Formulation of a Digital Marketing Communication Strategy Model for Building Brand Awareness of Local MSME Products
Keywords:
Digital Marketing Communication; Brand Awareness; Brand Identity; Digital Channel Integration; Audience Engagement; Local MSME ProductsAbstract
Abstract
Digital transformation has shifted marketing communication from a linear model to an interactive process across multiple digital touchpoints. However, many local micro, small, and medium-sized enterprises (MSMEs) still struggle to translate local distinctiveness into a consistent and memorable brand identity. This study formulates a digital marketing communication strategy model for building brand awareness of local MSME products. It employs a normative literature review with a descriptive-analytical and conceptual-formulative approach through the identification, selection, thematic grouping, and theoretical synthesis of relevant literature. The findings indicate that brand awareness is not formed automatically through digital presence, but through the synergy of four key elements: clear brand identity, consistent digital message management, functional digital channel integration, and responsive audience interaction. Brand identity functions as the foundation of communication, digital messaging as the mechanism for articulating meaning, channel integration as the mechanism for maintaining communication consistency, and audience interaction as the mechanism for strengthening brand recognition and recall. These findings confirm that successful digital communication for local MSME products depends on the ability to synergise identity, messaging, channels, and interaction within a unified communication architecture.
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