TRANSFORMASI STRATEGI PEMASARAN DI ERA DIGITAL: PENDEKATAN Systematic Literatur Review
Keywords:
Digital Marketing, Social Media, E-Commerce, Marketing Technology, Digital Transformation, Marketing Strategy.Abstract
The development of digital technology has drastically changed the marketing paradigm, forcing companies to adapt to new approaches that are more interactive and data-driven. This research aims to analyse the transformation of marketing strategies in the digital era through a literature study that examines various changes in traditional marketing methods towards digital. Using a Systematic Literature Review (SLR) approach, this research identifies the role of social media, technology, and e-commerce in changing the marketing landscape. The results show that social media has become a key channel for building interactive relationships with consumers through visual content and influencer marketing. Technologies such as big data, artificial intelligence, and marketing automation are also proven to increase the effectiveness of marketing campaigns by providing a more personalised experience. On the other hand, e-commerce platforms provide great opportunities for companies to expand market reach and improve competitiveness through promotions and loyalty programmes. The study also underlines the importance of innovation in marketing strategies to survive in an increasingly competitive market. This research makes an important contribution in understanding the dynamics of digital marketing and its implications for companies, especially in facing the challenges and opportunities that arise in the digital era.
References
Lailia, A. V. R., & Dwiridotjahjono, J. (2023). Penerapan Strategi Pemasaran Digital Melalui Media Sosial Instagram Dalam Meningkatkan Penjualan.
Ardiansyah, W. M. (2023). Peran Teknologi dalam Transformasi Ekonomi dan Bisnis di Era Digital.
Asikin, M. Z., & Fadilah, M. O. (2023). Masa Depan Kewirausahaan dan Inovasi: Tantangan dan Dinamika dalam Era Digital.
Afianti, Y., Ramadhani, N. A., Risnandyaa Rahmi, A., & Madiistriyanto, H. (2023). Pemasaran Digital Efektif dalam Platform Tokopedia: Studi Kasus.
Panigoro, E., Harwani, Y., Permana, D., Imaningsih, E. S., & Mahadew, E. P. (2023).The Impact of Digital Communication on Online Purchasing Behavior among Indonesian Millennials: A Case Study of Tokopedia.
Kima, J., Kang, S., & Lee, K. H. (2023). Evolution of Digital Marketing Communication: Bibliometric Analysis and Network Visualization from Key Articles.
Ananda, T. A., Dewi, N. K., & Saleh, M. Z. (2023). Fenomena Perubahan Strategi Pemasaran dalam Menghadapi Tantangan di Era Digital.
Mashita, J. (2023). Transformasi Bisnis di Era Digital Pelaku Usaha Mikro Kecil Menengah (UMKM)
Anjani, R. W. (2023). Implementasi Digital Marketing Dalam Mengembangkan Strategi Bisnis Digital Di Era Transformasi Digital.
Istiqomah, N. H. (2023). Transformasi Pemasaran Tradisional ke E-Marketing: Tinjauan Literatur tentang Dampak Penggunaan Teknologi Digital terhadap Daya Saing Pemasaran Bisnis.
Santoso, P. Y. (2023). Transformasi Integrated Marketing Communication di Era Digital.
Rochmawati, D. R., Hatimatunnisani, H., & Veranita, M. (2023). Mengembangkan Strategi Bisnis di Era Transformasi Digital
