Inclusive Business Transformation: Empowering Disabled MSMEs through Digital Marketing in the Marketplace Era in Prapatan Village, Balikpapan City

Transformasi Bisnis Inklusif: Pemberdayaan UMKM Difabel melalui Digital Marketing di Era Marketplace di Kelurahan Prapatan, Kota Balikpapan

Abstract

The community service activity in the form of a socialization program on “Digital Marketing Strategies” in Prapatan Village aims to improve the knowledge and skills of micro, small, and medium enterprises (MSMEs) run by people with disabilities in using digital platforms for marketing. The methods used consist of presenting materials, practicing the use of digital marketing tools, and interactive discussions. The results showed an increase in digital literacy understanding exceeding 50% based on evaluations conducted before and after the test, particularly regarding the creation of visual content, the use of Google My Business, understanding of Facebook Ads Manager, and the application of storytelling techniques and local SEO. Participants' responses were very positive, evident from their active engagement in question-and-answer sessions and hands-on practice. Overall, this activity successfully provided participants with conceptual knowledge and practical skills that can drive digital transformation for disabled SMEs at the local level, as well as support the enhancement of product competitiveness in both national and international markets.