Measuring the Effectiveness of Digital Marketing Communication for Building Brand Awareness and Engagement: A Case Study of Content Design on the “KEEB ON” Facebook Page
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Abstract
This study was an experimental research focused on evaluating the effectiveness of digital marketing communications in creating awareness and brand engagement through the case study of content design on the Facebook page “KEEB ON”. It aimed to assess the effectiveness of Facebook advertisements by creating awareness and engagement, measured by advertisement impressions, the click-through rate, and comparing the effectiveness of advertisements to determine which ones generated the most awareness and engagement. The experiment found that advertising on Facebook for brand awareness and engagement could reach the targeted audience effectively. Campaigns featuring single-image formats that promoted participation in activities, such as contests prompting likes, comments, and shares, proved to be highly effective. This indicates the importance of understanding the customer group to create content that resonates with the target audience, combined with strategies to encourage audience participation with the brand, to achieve the desired outcomes. This research provides insights into selecting advertisement formats and content on Facebook fan pages for specific product categories, such as custom mechanical keyboards, for future digital marketing communication planning.
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