Competition in the business world is becoming increasingly creative and innovative with the emergence of digital media. The digitalization era presents both opportunities and challenges for businesses, especially during the COVID-19 pandemic. The development of information and communication technology is now having a significant impact on the business world in Indonesia. The shift toward digitalization is exerting a major influence on the marketing activities conducted by companies to win the competition amid the business rivalry during the COVID-19 pandemic, by utilizing various digital communication media and marketing technologies. Gerai Lengkong is a specialty souvenir shop in South Tangerang that assists in marketing and selling products from South Tangerang's small and medium enterprises (SMEs), serving as a bridge between producers (SME operators) and consumers (buyers of SME products). This study aims to investigate digital-based marketing communication activities using the approaches of Digital Advertising, Digital Sales Promotion, and Public Relations. This study employs a qualitative approach focused on the concept of integrated marketing communication, which includes advertising, personal selling, sales promotion, public relations, and digital-based direct marketing for Gerai Lengkong products. The main conclusion of this study is that the implementation of integrated digital marketing communication for Gerai Lengkong products has not been sufficiently effective. The weaknesses encountered in implementing digital-based integrated marketing communication for Gerai Lengkong products include product quality that does not match the original product, as well as information overload, where the products uploaded are not available. The concept of digital-based integrated marketing communication (digital integrated marketing communication) is one form of transformation from the concept of integrated marketing communication.