Research Article
Pandemic Era: Application of Digital Marketing Strategy for Content Marketing-Based Micro, Small and Medium Enterprise to Increase Sales
@INPROCEEDINGS{10.4108/eai.25-11-2021.2318842, author={Rina Susanti and Lidya Rizki Ananda}, title={Pandemic Era: Application of Digital Marketing Strategy for Content Marketing-Based Micro, Small and Medium Enterprise to Increase Sales}, proceedings={Proceedings of the 1st International Conference on Social, Science, and Technology, ICSST 2021, 25 November 2021, Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ICSST}, year={2022}, month={7}, keywords={digital marketing strategy; content marketing; smes}, doi={10.4108/eai.25-11-2021.2318842} }- Rina Susanti
Lidya Rizki Ananda
Year: 2022
Pandemic Era: Application of Digital Marketing Strategy for Content Marketing-Based Micro, Small and Medium Enterprise to Increase Sales
ICSST
EAI
DOI: 10.4108/eai.25-11-2021.2318842
Abstract
The condition of the Covid-19 pandemic has changed the business flow that usually runs on a B2C (business to customer) basis, requiring business people to follow the rules set by the government, which is maintaining distance and working from home. Even, the impact tends to be negative because it decreases the amount of product sales. For this reason, digital marketing-based business transfers need to be carried out so that the business continues to run well in the pandemic era. The research approach is descriptive qualitative. Based on the research results, the digital marketing strategy for content marketing using YouTube. The stages of content marketing carried out are: 1) setting goals, 2) mapping the target market, 3) content initiation and planning, 4) creation content, 5) content distribution, 6) content strengthening, and 7) content marketing evaluation.