DIGITAL MARKETING STRATEGY IN THE CREATIVE DIGITAL INDUSTRY? WHY NOT!

Jovie Candra Purnama; Agustin Hari Prastyowati; Dedy Wijaya Kusuma

doi:10.31967/mba.v7i2.1130

Jovie Candra Purnama Banyuwangi Merchant Marine Academy
Agustin Hari Prastyowati Mandala Institute of Technology and Science
Dedy Wijaya Kusuma Mandala Institute of Technology and Science

DOI: https://doi.org/10.31967/mba.v7i2.1130

Abstract

This research refers to the implementation of digital marketing strategies carried out by Seven Creative Media, along with the types of content they use. Seven Creative Media is one of the creative digital industries actively marketing through several social media platforms. This research aims to identify the elements used in digital marketing techniques to increase brand awareness, the role of social media in brand awareness, and the content used to enhance brand awareness in the Creative Digital Industry. The research employs a descriptive qualitative approach, with purposive sampling of 16 informants based on specific criteria. The results show that the elements used in digital marketing techniques to increase brand awareness at Seven Creative Media have met market needs and market responses. The role of social media in promoting brand awareness by Seven Creative Media has successfully created content with an audience that already has engagement, leading to an increase in the reach of consistent content. The content created by Seven Creative Media is quite eye-catching, supported by clear voice-over articulation, ensuring that the information is conveyed very well. The image quality in the videos is also clear, allowing viewers to easily understand the content's message. Unique selling is also applied by Seven Creative Media, where this creative digital industry employs storytelling that includes product or service education.

Keywords : Digital Marketing, Social Media, Brand Awareness, Content Marketing, Creative Digital Industry