Digital Marketing Training and Mentoring for Local Wisdom-Based Ecoprint Batik Artisans

Abstract

Small and Medium Enterprises (SMEs) engaged in ecoprint batik production possess considerable potential to contribute to local cultural heritage preservation while strengthening economic opportunities within the creative economy. However, limited digital marketing capabilities, inconsistent social media management, weak brand positioning, underutilized e-commerce platforms, and limited promotional content production remain significant challenges for ecoprint enterprises. This community engagement program aimed to strengthen the digital marketing capabilities and competitiveness of hy_ecoprint through the integration of digital technology, cultural storytelling, and participatory capacity building. The program employed a Participatory Action Research (PAR) approach involving socialization and initial assessment, training, technology implementation, mentoring, evaluation, and sustainability planning. Training activities covered digital marketing strategies, Instagram Business, TikTok, WhatsApp Business, smartphone-based product photography, Canva, CapCut, e-commerce marketplace management through Shopee and TikTok Shop, and cultural storytelling for brand positioning. The implementation emphasized experiential learning and the practical application of digital tools using accessible smartphone-based technologies. Mentoring activities focused on content development, publication consistency, digital catalog management, promotional video production, persuasive copywriting, online store optimization, and brand identity strengthening. The program resulted in improved partner capacity in managing digital marketing channels, producing visual promotional content, developing digital product catalogs, optimizing e-commerce platforms, and integrating local cultural and environmental narratives into marketing communication. The program also strengthened product differentiation by positioning ecoprint batik not merely as an aesthetic textile product but as a culturally rooted and environmentally responsible creative product. Overall, the program demonstrates that participatory digital capacity building can support MSME digital transformation, expand market access, strengthen brand competitiveness, and contribute to the sustainable preservation of local cultural heritage.