<![CDATA[This program aimed to improve MSME actors knowledge and abilities in implementing digital marketing strategies and utilizing AI to produce effective promotional materials. The program employed the Asset Based Community Development (ABCD) approach through the stages of Discovery, Dream, Design, Destiny, and Evaluation. The activities included observation and interviews to identify community assets and needs, program design, workshops, hands-on practice, mentoring, and evaluation. The training materials covered digital marketing concepts, the use of WhatsApp Business, Facebook, and Instagram, and the application of AI to assist in writing marketing captions, developing content ideas, and creating promotional designs. The results showed improved participant understanding of digital marketing and digital media for marketing. Participants also began to understand the importance of identifying target consumers, developing appropriate promotional messages, selecting suitable digital media, and using AI as a supporting tool for content creation. Practical learning and mentoring were considered appropriate to participants’ conditions than theoretical instruction alone. ]]>
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