IMPLEMENTING DIGITAL MARKETING FOR MSMES IN DUREN KALIBATA: A LINGUISTIC PERSPECTIVE ON GLOBAL BUSINESS CHALLENGES

Abstract

The rapid expansion of the internet created new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to market their products, shifting from traditional marketing methods to digital strategies. This research aimed to examine the impact of digital marketing on sales and the linguistic challenges MSMEs faced in adapting to the digital era amid global business dynamics. A qualitative research approach, including in-depth interviews, was employed to explore how MSMEs utilized digital marketing strategies, particularly focusing on language and communication techniques across social media platforms. The study analyzed how language use in digital marketing impacted consumer engagement and brand awareness, while also identifying linguistic barriers that hindered effective communication. The findings revealed that MSMEs that adopted digital marketing strategies experienced increased sales and stronger customer engagement. However, challenges such as unclear messaging, language barriers, and the need for tailored content to diverse audiences were prevalent. The research concluded that while digital marketing played a critical role in addressing global business challenges by improving MSME performance, linguistic strategies were vital for overcoming communication obstacles. Effective language use in digital content significantly enhanced the effectiveness of marketing campaigns, ensuring that MSMEs could better connect with their target audience and overcome barriers in the digital landscape.