THE APPLICATION OF THE DIGITAL ECONOMY IN DESIGNING MARKETING STRATEGIES FOR MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN NAGARI ULAKAN

Abstract

The development of digital technology and its applications is highly dependent on the readiness of human resources. The government and businesses must anticipate the readiness of human resources to meet job demands. With the mechanization of work, humans must share work with advances in robotic technology. Robots will perform mechanical tasks, while application software will perform routine tasks and process data into information. Humans will work on strategic tasks, including designing and supervising robots and applications, creating innovations or new work methods, and engaging in activities related to creativity and emotion.Every individual is required to adapt by developing their competencies. These competencies include technical skills and non-technical skills (soft skills). Technical skills are acquired through vocational education, training, and technical certification programs. Providing HR development training for employees in the digital era is increasingly necessary. The increasingly familiar use of technology has also made companies more creative in providing training. While previously these activities took the form of meetings between employees and mentors, now other forms are presented through simulations, webinars, video tutorials, and even online training platforms. Not only is this practical, but these steps can help companies reduce expenses. Marketing, Communication, and Organization are all messages and media delivered by a company in an effort to communicate with the market. It is a marketing method for the target segment. If the marketing is engaging enough, you not only have the potential to sell your product, but customers will also return to buy again. Keywords: Competence, Human Resource Development, Marketing, Communication, and Organization, especially for business owners.