Digital content marketing strategies to enhance the promotion of hand-written batik: A case study of Ibu Mastira's Hand-written Batik, Cirebon

Abstract

The era of Industry 4.0 signifies the integration of internet utilization throughout production lines in the industrial world. This has brought about significant changes in the industrial landscape, marked by a shift in business climates towards increased competitiveness due to advancements in information technology. Industry 4.0 combines automation technology with cyber technology, encompassing trends in automation and data exchange within business technologies including Internet of Things (IoT), cloud computing, and cognitive computing. Batik industry stands as an integral part of Indonesia's cultural heritage. Despite its high artistic and aesthetic value, the industry often faces challenges in effectively marketing its products, especially in the rapidly evolving digital era. With the tightening competition in the market, it becomes crucial for micro, small, and medium enterprises (MSMEs) in the batik industry to leverage digital content marketing strategies to promote their products and enhance their competitiveness. A case study of Batik Tulis Ibu Mastira illustrates the challenges faced by batik MSMEs in marketing their products. Despite their quality and unique characteristics, batik products often struggle to penetrate the global market and reach a broader audience of potential consumers. Therefore, effective digital content marketing strategies are needed to enhance the visibility and appeal of these batik products in both domestic and international markets. By understanding the dynamics of the digital market and the characteristics of contemporary consumers, this research focuses on the case study of Ibu Mastira's batik and identifies effective digital content marketing strategies for batik MSMEs. Therefore, the findings of this research are expected to provide valuable insights for MSME stakeholders in developing more effective and innovative marketing strategies to address current market challenges.