<![CDATA[The development of digital marketing requires business professionals to manage media strategically to build customer relationships. However, previous digital marketing training has often focused solely on platform introduction and technical content creation, leaving a gap in the practical application of communication strategies. This community service program aimed to improve the digital marketing communication competence of 50 marketing agents at PRU Stars Office Bandung through a Digital Marketing Communication Workshop. The implementation method utilized an offline participatory training approach, comprising material presentation, interactive discussions, simple practical exercises, and evaluation. The novelty of this activity lies in the design of a contextual workshop model specifically tailored for the insurance industry, integrating strategic tools such as a modified Ansoff Matrix, customer journey analysis, identification of pain points and gain points, and WhatsApp Business optimization. The results indicated a significant improvement in participants' understanding of audience segmentation. Furthermore, participants successfully acquired practical skills in designing promotional messages that are more personalized, relevant, and oriented toward customer needs. In conclusion, integrating communication strategies, consumer understanding, and media utilization into a specific training model proved effective in equipping insurance agents with more targeted digital marketing skills]]>
Copyrights © 2026
