The Implementation of Digital Marketing Through Instagram at Emerald Garden International Hotel Medan

Abstract

Digital Marketing is a series of marketing activities carried out by brands, companies or business organizations to reach potential audiences on the internet by using digital channels such as websites, email and or social media. Most people think that digital marketing is the exact same application as Internet Marketing or Online Marketing. Whether it's digital marketing, internet marketing or online marketing, they do have some similarities, but especially for digital marketing, it has a wider scope because it utilizes various digital channels or channels. The Instagram social media application, is one of the platforms that has become the most downloaded application on the Apps Store and Google Play for almost 5 consecutive quarters. This data is shared by analytics service Sensor Tower with details revealing that in the 2019 & 2020 quarters Instagram got 33 million Downloads on App store. Just like other social media such as Youtube and Facebook, the Instagram application also introduces a new feature, namely Instagram For Business as a form of innovation and experimentation from the Instagram application to provide a place for business people to apply it. Instagram's new way to present a variety of new features, one of which is to start venturing into the e-commerce market by adding online shopping features. In addition to Instagram for business, currently Instagram has also added a feature in the form of links to e-commerce sites in profile biographies. This service is similar to Instagram in the profile section, where other users can open the link and go directly to the related site. That way, potential buyers can immediately see the user's online store. Although Instagram is a social media with an entertainment platform, the presence of Instagram For Business actually helps brand owners or business people to connect with the larger community, is easy to find by users through Instagram and builds a healthy social media environment by creating creativity in the community. Uploaded content and involving users in marketing campaigns run by a brand, business person or institution is not only seen but also inspired to create Instagram content with its own version. Several brands, business people, and institutions have started using Instagram.