Digital Marketing Communication Strategy Using Instagram to Expand Market Reach
DOI:
https://doi.org/10.32664/mavis.v8i01.2231Keywords:
Marketing, Optimal, Planning, Social Media, StrategyAbstract
In this technological era, UMKM are required to adapt their marketing strategies. Marketing communication strategy is one strategy that can be implemented. Because with an optimal marketing communication strategy, it can provide information to consumers or a wider target market. This research, which focuses on Teriyami's marketing strategy, aims to determine and identify the optimal marketing communication strategy for Teriyami UMKM in Sumenep to create optimal planning and be able to market their products widely. The Design Thinking method is the method used in this study with descriptive qualitative data collection. Data were collected through questionnaires, interviews, and observations through social media analysis. This study resulted in a marketing communication strategy for Teriyami UMKM through a marketing communication strategy using calendar content planning on Instagram social media. The research gap in this study is the lack of systematic content planning through calendar content designed with the Design Thinking method to expand the market reach of local UMKM in the Sumenep area. With the contribution of a practical framework provided in the form of a guide to implementing calendar content and a more focused and consistent communication strategy.
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