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Abstract

The purpose of this study is to determine the effectiveness of events as a digital content marketing strategy. Digital content marketing has two main indicators: valuable content and content sharing. Meanwhile, in the event business, it has indicators of cognitive, psychological experiences, leisure experiences, event satisfaction, and event quality. The method in this study is interviews and direct observation through an internship program at IFCA PT PFN. The results of this study show that the effectiveness of events in the form of training and workshops as a digital marketing strategy has a significant impact on the products owned by IFCA. The content marketing presented by IFCA currently through the IFCA website and social media presents informational content. However, this is still not optimal because the public awareness is still low due to the lack of human resources to manage digital marketing activities.

Key Words: Digital Marketing, Content Marketing, Event, Awareness

Bahasa Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana efektivitas event sebagai strategi digital content marketing. Pemasaran konten secara digital memiliki dua indikator utama yaitu valuable content dan content sharing. Sementara itu, di bisnis event memilki indikator cognitive, psychological experiences, leisure experiences, event satisfaction, dan event quality. Metode dalam penelitian ini adalah wawancara dan observasi langsung melalui program magang di IFCA PT PFN. Hasil penelitian ini menunjukkan bahwa, efektivitas event berupa training dan workshop sebagai strategi digital marketing berdampak secara signifikan terhadap produk yang dimiliki oleh IFCA. Content marketing yang dihadirkan oleh IFCA saat ini melalui website dan media sosial IFCA dengan menghadirkan konten bersifat informational. Namun, hal ini masih belum maksimal karena tingkat awareness masyarakat yang masih rendah yang disebabkan karena kurangnya SDM untuk mengelola kegiatan pemasaran digital.

Kata Kunci: Pemasaran Digital, Pemasaran Konten, Event, Awareness.

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