Optimalisasi Customer Engagement Melalui Manajemen Konten Pemasaran Di Platform Digital
DOI:
https://doi.org/10.37385/ceej.v6i5.9090Keywords:
customer engagement, konten pemasaran, platform digital, UKM, pengabdian masyarakatAbstract
Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman pelaku usaha kecil mengenai manajemen konten pemasaran digital sebagai strategi optimalisasi customer engagement. Perkembangan teknologi informasi dan perubahan perilaku konsumen telah mendorong pelaku usaha untuk beradaptasi melalui pemanfaatan media sosial dan platform digital. Metode kegiatan menggunakan pendekatan partisipatif berupa workshop, diskusi interaktif, dan pendampingan langsung. Materi pelatihan difokuskan pada strategi pembuatan konten kreatif, penjadwalan unggahan, pemanfaatan analitik digital, serta teknik interaksi dengan audiens. Evaluasi dilakukan melalui pre-test, post-test, serta observasi terhadap praktik manajemen konten yang diterapkan peserta. Hasil menunjukkan adanya peningkatan signifikan dalam pemahaman digital marketing, kemampuan mengelola konten, serta peningkatan engagement audiens pada akun media sosial usaha peserta. Program ini menegaskan pentingnya literasi pemasaran digital dalam memperkuat daya saing usaha kecil di era transformasi digital.
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