Digital Marketing as an Integrated Marketing Communication Strategy in Village Owned Business Agencies "Badan Usaha Milik Desa (BUMDesa)" based on Local Wisdom in the Era of Industrial Revolution 4.0 and Society 5.0

Abstract

To overcome poverty in rural areas, one way is to carry out community empowerment to become independent, be able to compete in the era of Industrial Revolution 4.0 or the digital era and have the potential to contribute to state revenue. The presence of the 4.0 industrial revolution has caused the impact of intense competition, BUMDesa must be able to overcome these challenges creatively, product innovation, marketing, product packaging, human resource development, and technology. If Society 4.0 allows anyone to access and share information on the Internet. Society 5.0 is a term for an era where all technology is part of humanity itself. To take advantage of existing opportunities and also to answer the challenges of the 4.0 industrial revolution, Indonesian people are especially required to have capabilities in data, technology, and human literacy. BUMDesa business actors as drivers of the village economy for the welfare of the Village Community to market their products. The concept of digital marketing for businesses in BUMDesa, namely BUMDesa business people can market their products from anywhere and anytime via the internet/online media. So the communication strategy carried out through digital marketing is the delivery of a positioning statement in every post in online media. BUMDesa in its marketing activities, to manage a better and more reliable marketing system, both for conventional marketing and digital marketing.