A STUDY ON DIGITAL MARKETING STRATEGIES OF THE EDUTAINMENT SECTOR: A CASE STUDY OF GIGGLE TOWN

With the growth of the edutainment industry, developing countries in Asia have seen a significant increase in this sector in recent years. Although Pakistan has been a latecomer to this emerging industry, it faces challenges in effective marketing strategies, limiting its appeal to potential customers. The concept of edutainment is still relatively unknown, making it crucial to raise awareness of its potential benefits. Pakistan requires more initiatives to build children's confidence, enhance communication skills, foster cognitive growth, and support overall mental development. This research focuses on Giggle Town, a newly established center in Karachi, Pakistan, and examines its digital marketing strategies to position itself favorably within the competitive entertainment industry. Giggle Town offers a unique learning environment that fosters children's curiosity, creativity, and exploration. However, the study reveals that the center's digital marketing efforts are disproportionately focused on entertainment, overlooking the critical educational components that make it unique. This study assesses the effectiveness of these existing digital marketing strategies and explores alternative approaches to enhance Giggle Town's market positioning and outreach. Through qualitative methods including interviews and observational data, we explored how parents and educators perceive these offerings. The center currently relies heavily on influencer marketing and referrals, lacking a comprehensive digital marketing strategy. The findings propose a comprehensive digital marketing strategy that equally emphasizes both educational and entertainment aspects, thus appealing to parents' desire for meaningful and engaging experiences for their children. This approach not only aims to boost Giggle Town's visibility but also sets a new standard for edutainment marketing.