Since the early 2000s, Internet technology has significantly influenced various aspects of people's lives around the world. Digital marketing is one of the most recent examples of the ongoing interaction between humans and technology that is transforming society. Digital marketing is marketing activities including branding using various media. In simple terms, it can be interpreted as the development and maintenance of mutually beneficial relationships between consumers and producers. For example, blogs, websites, e-mail, adwords, and various social media networks such as: Twitter, Instagram, Facebook, Telegram, Spotify, Youtube, and Tiktok. Some of the techniques used in digital marketing management include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing. A qualitative descriptive approach was used in this study where the data collection technique was carried out through observation, in-depth interviews using Zoom Meetings with business actors and literature review. The purpose of this study is to explore the impact of digital media and whether digital media is a mandatory tool for marketers and consumers. The results of the study state that promotion using digital marketing techniques can increase brand awareness, promoting products, reducing marketing costs, improving relationships with consumers, expanding market share, increase the distribution of goods and services and purchase intention.

Link publikasi : https://www.apcore-inc.org/_files/ugd/183efc_cae9101fa8f145df8091aa51644f6978.pdf