Strategi Digital Content Marketing pada Akun Media Sosial Instagram Detiksumut dalam Memperkuat Brand Engagement

Abstract

The title of this research is "Digital Content Marketing Strategy on Instagram Account @detik_sumut in Strengthening Brand Engagement." This study aims to investigate how implementing digital content marketing strategies on the Instagram account @detik_sumut strengthens its brand as a renowned local news media in North Sumatra. This research utilizes a qualitative research method with a descriptive approach. Data collection techniques include in-depth interviews and observations. This study had four informants, consisting of two social media managers from detikSumut as primary informants and two followers of the Instagram account @detik_sumut as additional informants. The results of this study indicate that the strategies implemented by detikSumut, referring to the indicators of digital content marketing strategy theory by Kotler & Amstrong (2018), have successfully strengthened its relationship with its audience. Furthermore, the account has also effectively applied indicators from the Media Richness Theory to enhance brand engagement.