Digital marketing strategies for the Jakarta International Handicraft Trade Fair (INACRAFT)

Nowadays, digital marketing is crucial for companies to advertise products or services via digital media or platforms, allowing them to reach a broader audience through the internet. Numerous companies implement digital marketing strategies; one such firm is PT Mediatama Binakreasi. This study examines digital marketing metrics such as expenditure, bidirectional communication, incentive programs, and website design. It also investigates the digital marketing practices employed for the INACRAFT 2023 event by the Marketing Communication division at PT Mediatama Binakreasi. The aim of this study is to evaluate the interaction with existing metrics, identify digital marketing forms, and analyze the content creation process for digital marketing, particularly on Facebook and Instagram for INACRAFT 2023. Moreover, it seeks to identify the obstacles in the digital marketing process for this particular event. This study adopts a qualitative descriptive methodology, collecting data through direct observation, interviews, and literature review. The study’s results indicate that the marketing strategy for INACRAFT 2023 utilizes social media platforms such as Instagram, Facebook, TikTok, the website, and the Paid Ads feature. This research aims to aid and provide significant insights for academics and practitioners in digital marketing, especially those using social media and Ads features for event promotion.