The rapid development of the internet and its
usability, which significantly affects today's human life,
make the internet one of the most fundamental
technologies globally. Amidst this, one of the
subscription-based television companies or pay-television
created integrated marketing communication that
utilises the internet as a tool to promote its products.
This study aimed to investigate the strategies and roles of
some digital marketing platforms such as websites,
search engine marketing, online public relations, display
advs, E-mail marketing, and social media marketing in
promoting products. This research was designed as a
qualitative-descriptive by conducting interviews,
participant observations, and involving short-listed
digital marketing-related documentation and literature.
In this research, findings showed that digital marketing
strategies play a vital role in promoting products.
Besides, all digital marketing strategies have their
advantages in planning, implementation, and evaluation.
This research indicated that all existing digital
marketing strategies have been well-implemented
Keywords : Digital Marketing, Integrated Marketing Communication, Promotion, Marketing Communication Strategy