THE PHENOMENON OF MARKETING STRATEGIES IN DIGITAL ERA TODAY
DOI:
https://doi.org/10.70574/bgdrez06Keywords:
Marketing Strategy, Digital Era, Consumer Behavior, OpportunityAbstract
Marketing strategy changes need to be made to face challenges in the digital era. The main factor influencing changes in marketing strategy is changes in consumer behavior. Organizations must change their methods of understanding consumer preferences and desires because consumers now have greater access to information through the internet and social media. The purpose of this study is to analyze what phenomena change marketing strategies in facing challenges in the digital era. The research method is a literature study. The results of this study are Marketing strategies must be innovative and creative because they change consumer behavior, industry problems, and assess technological advances. In the digital era, managing change is very important to overcome challenges and take advantage of opportunities. In addition, the government encourages business owners to use technology to help their company management procedures succeed in today's very tight digital market by using creative and data-based marketing methods. Organizations are expected to be able to manage change effectively, adopt new technologies, and take advantage of new possibilities. Future business success depends not only on mastery of technology, but also on the ability to innovate, adapt, and have comprehensive understanding of market dynamics.
References
Aulia , R., & Aslami , N. (2023). The Role of Management Change in Face Challenge and Optimizing Opportunities in the Digital Era. Journal of Nusantara Economic Science, 1 (2), 65-72.
Bhattacharya, S., & Sharma, S. (2018). Change Management in the Digital Era: Systematic
Danial and Wasriah. (2009). Methods of Writing Scientific Papers. Bandung: UPI Citizenship Education Laboratory
Darmawan, PADT, & Ekawati, NW (2017). The Influence of Consumer Satisfaction Mediating Price on Consumer Loyalty in Shopping at Online Florists in Denpasar. E-Journal of Management, Udayana University, 6(4), 255298. Education, 4(3), 444-453
Dear, A. W., Dear Sir, S., & Sacred, A. (2023). Development Business In Era Digital. Journal Multidisciplinary Indonesia , 2 (9), 2787- 2792.
Hamzah, RE, & Putri, CE (2020). Self-Disclosure Analysis of the Hyperhonest Phenomenon on Social Media. Journal of Communication Literature , 3 (2), 221-229.
Hartanto, RS, & Dani, H. (2020). Study Literature : development of learning media with autocad software . Journal Study Education Technique Buildings , 6 (1).
Harto , B., Rukmana , AY, Subekti , R., Tahir, R., Waty , E., Situru , AC, & Sepriano , S. (2023). BUSINESS TRANSFORMATION IN THE DIGITAL ERA: Technology Information in Support Transformation Business in the Digital Era . PT. Sonpedia Publishing Indonesia. Literature Review. International Journal of Advance Research and Innovative Ideas in
Pratama, Y., Fachrurazi, F., Sani, I., Abdullah, MAF, Noviany, H., Narulita, S., ... & Islam, D. (2023). Basic Principles of Marketing Management: Analysis and Strategy in the Digital Era.
Putra, IWGG, & Darma , GS (2021). Measuring strategy govinda sport responds change behavior consumer from conventional to online shopping (Doctoral dissertation, Udayana University).
Rahmadyah , N., & Aslami , N. (2022). Strategy Management change companies in the era of digital transformation . Ekonam : Journal Economy , Accounting & Management , 4 (2), 91-96.
Rahmasari, S. (2023). Business Adaptation Strategy in the Digital Era: Navigating Change and Increasing Organizational Success. KARIMAH TAUHID , 2 (3), 622-637.
Sari, M. (2018). Asmendri , “ Research Library Research in Study Science Education ,” Researcher . Library Res. in Researcher . Educator . IPA, vol. 2, no. 1, p. 15, 2018 ,[ Online]. Available: https://ejournal. uinib . AC . id/ journal /index. php / naturalscience /article/view/1555/1159 .
Setiawati, L., Mulyandi, MR, & Mayrene, G. (2022). Utilization of Social Media in Increasing Sales of MSMEs Fostered by the Indonesian Love to Read Foundation. Applied Journal of Community Service , 7 (2), 208-216.
Supriyanto , A., & Hana, KF (2020). Strategy Development Digital Village For Increase Productivity of MSMEs. BUSINESS: Journal Business And Islamic Management , 8 (2), 199-216.
Tartila, M. (2022). Strategy Industry Banking Sharia in Face Era Digital.
Journal Scientific Economy Islam , 8 (3), 3310- 3316.
Vania, A., & Anwar, S. (2022). Social entrepreneurship overcomes the social and economic crisis during Covid-19: an Islamic economic perspective. Jurnal Paradigma Ekonomika , 17 (1), 45-60.
Windi, P., & Mursid, MC (2021). The importance of behavior organization and strategy marketing in facing business competition in the digital era. Journal of Business Logistics , 11 (2), 71-77
Zis , SF, Effendi, N., & Roem , ER (2021). Changes behavior communication generation millennials And generation z in the digital era. Satwika : Study Knowledge Culture and Change Social , 5 (1), 69-87.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Reza Muhammad Ramdani, Andi Azhar (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
