Optimalization of Video Marketing and Targeted Ads as Digital Branding Strategy for Batik Manggur Probolinggo City

Abstract

This study investigates the effectiveness of video marketing and targeted advertising as a digital branding strategy for UMKM Batik Manggur. A qualitative descriptive approach was used, with data collected through in-depth interviews, observation, and document analysis, focusing on implementation experiences. Findings indicate that utilizing video content significantly enhanced brand visibility and market reach, overcoming initial digital marketing challenges. Motif innovations integrating local and regional cultural symbols successfully enriched the brand's narrative, adding unique value. Qualitative thematic analysis identified key themes related to content effectiveness and platform potential. Although challenges regarding the online price perception of genuine batik tulis persist, a hybrid strategy (digital and offline) proved effective. This research underscores the importance of digital literacy and adaptability for UMKM competitiveness.