Analyze Digital Marketing Strategy in Singing Competition for Kids at Polbeng Business Expo Chapter II

Abstract

This study analyzes the digital marketing strategies used in the Children's Singing Competition at Polbeng Business Expo Chapter II by applying six digital marketing indicators proposed by Nandini (2012): accessibility, interactivity, entertainment, credibility, irritation, and informativeness. Using a qualitative descriptive method, data were collected through interviews, observations, and documentation involving the parents or guardians of participants. The results showed that Instagram and WhatsApp were the most effective channels for disseminating information because they were practical and easily accessible. Interactivity was reflected in the quick responses of the committee, which strengthened communication and reduced confusion among participants. Visual content such as posters and videos was considered attractive, credible, and informative, encouraging parents to register their children. Irritation was minimal, with only minor notes regarding long texts in some promotional materials. Overall, the findings are consistent with previous studies that emphasize the importance of visual quality, message clarity, content consistency, and responsive communication in digital marketing. This study shows that integrated digital strategies greatly support event promotion and offer practical insights for future digital campaigns in educational and artistic events.