Penyuluhan Strategi Pemasaran Digital bagi Gen Z di Era Ekonomi Atensi

Abstract

Referring to the attention economy era, Multimedia University (MMU) faces complex challenges in maintaining the relevance of its messages amid digital information saturation targeting Gen Z. Gen Z tends to be selective in choosing content, preferring content that is authentic and relevant to their values. Brands must keep up with the rapid development of digital platforms and use creative and efficient marketing strategies, given budget constraints. This community service activity aims to improve the digital marketing strategy capacity of MMU students and teaching staff in building adaptive brand relevance. The implementation method is carried out through strategic counseling that combines audience behavior trend analysis with creative message delivery techniques. The results of the activity show an increase in partners' understanding in transforming conventional communication patterns into digital narratives that are capable of creating active audience engagement. The importance of these community service results lies in strengthening the role of the academic community as managers of institutional image that is responsive to the dynamics of social media. In conclusion, mastery of marketing strategies that focus on audience values and attention is crucial to maintaining the sustainability of the university's digital identity amid global competition.