Title:
ANALYSIS OF DIGITAL MARKETING STRATEGY AND CONSUMER ENGAGEMENT IN DIGITAL MEDIA

Authors:
Dewa Ayu Anggya Savitri Putri Nida and I.B. Teddy Prianthara , Indonesia

Abstract:
The era of the industrial revolution has had an impact on the rapid and rapid development of information technology and telecommunications. This causes business competition is also increasingly competitive. Today's media business has transformed into the digital era. This study aims to analyze the Digital Marketing Strategy, implement Digital Marketing as a marketing strategy, how Media Business actors can get and maintain Consumer Engagement. This research is descriptive qualitative research. The sampling technique used was purposive sampling method. The informants in this research are three media business actors in Bali which include Nusa Bali, Tribune Bali and Fajar Bali. The results show that Digital Marketing Strategy Analysis in the Digital Media Business is one of the media companies' efforts to deal with changes that occur from conventional to digital. Media Business actors implement Digital Marketing as a marketing strategy and a form of innovation and transformation to continue to exist in the media business. The strategy for Media Business actors to get Consumer Engagement is through transformation into digital media and implementing digital marketing. The strategy of the Media Business actors to maintain Consumer Engagement is to create content that is liked by application organizers and their followers.