Digital marketing innovation for fish crackers msmes in Selat Nenek, Batam City

This article explores digital marketing innovations applied to micro, small, and medium enterprises (MSMEs) producing fish crackers in the Selat Nenek area, Batam City. The main focus of this study is to investigate how the use of digital technologies can enhance the competitiveness and expand the market for fish cracker products, which are predominantly reliant on conventional marketing methods. This research uses a qualitative approach with a case study design, involving interviews with MSME owners and an analysis of the use of social media, websites, and e-commerce platforms. The findings indicate that digital marketing innovations can improve product visibility, expedite transactions, and expand market reach both locally and internationally. However, challenges such as limited access to technology, lack of digital marketing knowledge, and inadequate infrastructure were also identified. This article offers recommendations to strengthen MSME capacity in optimizing digital marketing, with involvement from the government and educational institutions to provide training and support