OPTIMISATION OF VISUAL CONTENT UTILIZATION ON WEBSITES TO IMPROVE MARKETING EFFECTIVENESS IN THE INFORMATION SYSTEM AT PT ANTRONATIVE MEDIA SEMESTA

Abstract

Along with the development of digital technology, the utilization of visual content on websites
has become an important factor in enhancing the effectiveness of a company's marketing efforts.
This article aims to examine the optimization of visual content utilization on the website of PT
Antronative Media Semesta, a company in the field of information systems development. This
research employs a descriptive qualitative approach with a case study method to analyze how the
visual content implemented on the company's website can affect user experience and enhance the
effectiveness of marketing strategies. The study also explores how visual content can accelerate
brand recognition and clarify the marketing message being conveyed. Furthermore, the
application of responsive and interactive design plays a significant role in maximizing the
conversion of visitors into potential customers. Therefore, the proper optimization of visual
content on the website becomes a strategic step in supporting the digital marketing goals of PT
Antronative Media Semesta.