DIGITAL MARKETING STRATEGY TO SUPPORT TRADITIONAL PERFORMING ARTS: IMPLEMENTATION AT PT ANTRONATIVE MEDIA SEMESTA

Abstract

PT Antronative Media Semesta, a creative enterprise dedicated to the promotion and preservation of traditional Indonesian performing arts, faces challenges expanding audience reach and engagement in today's digital environment. The internship program aimed to provide practical understanding of digital marketing techniques for the tourism sector, translate academic knowledge into tangible business solutions, leverage digital media to boost customer engagement and sales, and cultivate essential professional skills. Crafting content strategies, formulating budget plans, and executing social media optimization methods tailored for company objectives were key activities. Emphasizing storytelling and targeted content creation was crucial in fostering audience interaction and advancing the appreciation of traditional arts. Creating content plans, developing marketing materials, and analyzing engagement metrics enhanced problem-solving and creative thinking skills. Social media initiatives were particularly successful in enhancing audience engagement. Gaining insights into digital marketing strategies, applying theoretical knowledge to real-world challenges, and exploring the role of digital media has improved professional competencies. This highlights the significance of strategic digital marketing to conserve and promote cultural heritage.