Open Access

Digital Marketing and Identity Optimization Strategies for the Cek & Ricek YouTube Channel in Society

https://doi.org/10.55640/tprjsms-v03i09-03

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Nguyen Minh Anh ¹ ,

⁴ Department of Strategic Management Vietnam National Research University, Ho Chi Minh City, Vietnam

Abstract

The rapid expansion of digital communication technologies has transformed the manner in which media organizations establish, promote, and sustain their identities within society. YouTube has emerged as a dominant platform for content dissemination, audience engagement, and digital branding. This study examines digital marketing and identity optimization strategies employed in promoting the Cek & Ricek YouTube Channel within contemporary society. The research adopts a qualitative review-based approach by analyzing concepts related to online marketing digitalization, media visibility, audience engagement, and digital identity construction. The study investigates how digital marketing tools contribute to channel recognition, audience growth, and public trust. Findings indicate that identity optimization is influenced by content consistency, audience interaction, branding strategies, algorithmic visibility, and integrated digital promotion. The study further reveals that successful digital marketing enhances public awareness and strengthens channel credibility in a competitive media environment. The research contributes to the understanding of digital media branding and offers strategic recommendations for content creators seeking sustainable audience development and stronger digital identities.

Keywords

Digital Marketing, YouTube Channel, Identity Optimization, Media Branding

References

Mansur Suraya, Hapzi Ali, 2017, Impact of Customer Engagement to Reputation of the Bri SyariahIndonesia, International Journal of Economic Research Volume 14 Number 19 ISSN : 0972-9380.

Rohimah, A. (2018). Digitalisasi media pemasaran online dalam gugurnya pasar ritel konvensional, Jurnal Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik, Vol. 6, no. 2.

Sugiyanto, Dyah Rachmawati. 2015. Komodifikasi Berita Dibalik Ideologi Ekonomi Politik Media (Studi Pada Program ‘Polemik’ Di Radio Sindo Trijaya 104.6 Fm Jakarta). Jurnal Komunikasi, Vol. 7, No. 1, Juli 2015 (57-69).

Wibowo Hendika Dimas, dkk, ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING UMKM (Studi pada Batik Diajeng Solo), Jurnal Administrasi Bisnis (JAB) Vol. 2

era pemasaran masa kini, Jurnal Ilmu Komunikasi, Vol. 9, no. 2.

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