Evaluating Implementation of Success and Finding Competitive Advantages, Ideal Goals of Digital Inbound Marketing with Measurement Methods for Indonesian MSME Business

Abstract

The purpose of this research is to develop new knowledge related to methods in running online marketing, which we call Digital Inbound Marketing, how the implementation is carried out by MSMEs in Indonesia, competitive advantage and further in setting goals and how to measure the success of the strategy carried out. Some items measuring the implementation of digital inbound marketing methods are taken from existing literature. To find out this is used qualitative method by interviewing 10 participants who are business owners of MSME. The results of the analysis found that the digital inbound marketing method was good when implemented by MSME business owners. It is also known that the thing that underlies the successful implementation of digital inbound marketing methods is "customer centric" and the ideal goal when MSME business owners run digital inbound marketing methods is a goal that focuses on economic return and monitoring metrics related to economic return. This study contributes to the successful implementation of digital inbound marketing methods that focus on costumer or "Customer Centric" which will bring economic benefits to the sustainability of MSME businesses that spearhead the Indonesian economy.