Penerapan Digital Marketing Pada Umkm Pratama Ice Bowl

This final project was conducted to examine the implementation of digital marketing for the MSME "Pratama Ice Bowl," located on Jl. Lembaga, Senggoro Village, Bengkalis Regency. The project aimed to assist the business owner in expanding marketing reach and enhancing product promotion through digital channels. The methodologies employed included SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and STP analysis (Segmenting, Targeting, Positioning). The digital marketing strategies implemented involved setting up a Google My Business profile, utilizing Instagram and Facebook, developing a content calendar, and creating promotional content. The project results demonstrated that the digital marketing implementation successfully enhanced the MSME's promotional efforts by establishing Instagram (Pratama Ice Bowl), Facebook (Pratama Ice Bowl), and Google My Business accounts (Pratama Ice Bowl), thereby making product information and business location details more accessible to consumers. Furthermore, consistently uploaded promotional content helped increase consumer engagement and expand the business's marketing reach. Challenges encountered during the project included limited ideas for content creation, a lack of experience in social media management, and unstable internet connectivity. Solutions implemented to address these issues included seeking content inspiration from various sources, creating a content calendar, and maintaining consistent social media management to ensure effective promotional activities.