Digital Integrated Marketing Communication (DIMC) Bantul events in communicating cultural events

Pindy Subaldan, Aswad Ishak

Abstract


Technological advances are developing rapidly, making technology a tool or system that makes daily activities easier the ability to adapt and innovate quickly. Bantul events applies several Digital Integrated Marketing Communication (DIMC) tools to communicate cultural events by creating Digital Advertisements through digital media channels such as Instagram, Facebook, TikTok and Twitter with the account name @bantuleventsid. This research aims to find out how Bantul events implements Digital Integrated Marketing Communication (DIMC) to communicate cultural events in Bantul Regency through digital media consisting of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This research uses a qualitative approach focusing on Digital Integrated Marketing Communication (DIMC) activities commonly carried out consisting of advertising, personal selling, sales promotion, public relations and digital-based direct marketing to promote cultural events. The main conclusion from this research is that the application of digital integrated marketing communication in communicating cultural events can be done well and is cost efficient. The digital integrated marketing communication (DIMC) concept is one manifestation of the transformation of the integrated marketing communication (IMC) concept, the implementation of which is adapted to technological developments and the characteristics of the current digital industry.


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DOI: https://doi.org/10.12928/sylection.v3i1.13951

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