Mapping the Digital Marketing Needs of Ayu & Bagus Collection in Serangan Tourism Village, Bali: An Initial Stage in Strengthening Market Access for Seashell Waste Handicraft Products

Abstract

This community service activity represents the initial stage of mapping the digital marketing needs of Ayu & Bagus Collection, a souvenir handicraft MSME in Serangan Village, Denpasar, Bali. The business is distinctive because it utilizes discarded seashells from restaurants around Serangan and transforms them into various souvenir products with economic value. Although the products demonstrate good quality and appeal, field observations indicate that digital marketing has not yet been implemented optimally. The business currently has only a social media account as a basic promotional channel, has not established a store on an e-commerce platform, and does not yet use a content calendar to guide consistent marketing communications. The activity was conducted through field observation, discussions with the business actor, documentation of products and business processes, and a review of the available digital channels. The mapping identified four priority needs: strengthening the brand identity and narrative based on seashell waste processing, optimizing social media, opening and managing e-commerce accounts, and developing a content calendar and digital product catalog. At this visit stage, the team had not yet conducted training or account activation; therefore, the activity does not claim improvements in sales or digital capabilities. The recommendations developed will be implemented in the following year’s community service program through training, assistance, activation of sales channels, and periodic evaluation. This mapping provides a basis for designing more targeted interventions to expand market access, support local creative enterprises, and strengthen circular-economy practices.