Analysis of Marketing Management Strategies in Facing Dynamic Consumer Behavior in the Digital Era
Keywords:
Digital Era, Consumer, Strategy, Management, MarketingAbstract
Consumer behavior in the ever-evolving digital era has become a primary focus for organizations seeking to remain relevant and competitive. This study analyzes effective marketing management strategies in addressing the dynamics of consumer behavior in the digital era. Based on related research and literature, it is found that easy access to information, trust in recommendations from fellow consumers, and the use of mobile devices have become key factors influencing current consumer behavior. To address these challenges, organizations must adopt a consumer-centric approach and leverage information technology to understand consumer preferences and needs. Effective marketing strategies include personalized messaging and content, content marketing, influencer marketing, and user experience optimization. However, the implementation of adaptive marketing strategies also faces challenges, such as a lack of expertise in data analysis and uncertainty in data privacy regulations. Therefore, organizations need to take strategic steps, such as investing in the development of data analysis skills and monitoring the development of data privacy regulations. By implementing adaptive marketing strategies, organizations can enhance consumer engagement, strengthen brand loyalty, and achieve success in an ever-changing business environment.
Downloads
References
Agustian, K., Pohan, A., Zen, A., Wiwin, W., & Malik, A. J. (2023). Human Resource Management Strategies in Achieving Competitive Advantage in Business Administration. Journal of Contemporary Administration and Management (ADMAN), 1(2), 108-117.
Alzoubi, H. M., & Inairat, M. (2020). Do perceived service value, quality, price fairness and service recovery shape customer satisfaction and delight? A practical study in the service telecommunication context. Uncertain Supply Chain Management, 8(3), 579-588.
Astuti, A. W., Sayudin, S., & Muharam, A. (2023). Perkembangan Bisnis Di Era Digital. Jurnal Multidisiplin Indonesia, 2(9), 2787-2792.
Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2019). Digital Marketing: Strategy, Implementation and Practice. London: Pearson.
Du Gay, P., & Salaman, G. (2019). The cult [ure] of the customer. In Postmodern Management Theory (pp. 195-213). London: Routledge.
Evans, D. (2017). Building the Internet of Things: Implement New Business Models, Disrupt Competitors, and Transform Your Industry. New Jersey: John Wiley & Sons.
Hariri, R. H., Fredericks, E. M., & Bowers, K. M. (2019). Uncertainty in big data analytics: survey, opportunities, and challenges. Journal of Big data, 6(1), 1-16.
Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405-424.
Kauffmann, E., Peral, J., Gil, D., Ferrández, A., Sellers, R., & Mora, H. (2020). A framework for big data analytics in commercial social networks: A case study on sentiment analysis and fake review detection for marketing decision-making. Industrial Marketing Management, 90, 523-537.
Klein, V. B., & Todesco, J. L. (2021). COVID‐19 crisis and SMEs responses: The role of digital transformation. Knowledge and process management, 28(2), 117-133.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). London: Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: John Wiley & Sons.
Kwiatek, P., Baltezarević, R., & Papakonstantinidis, S. (2021). The Impact of Credibility of Influencers Recommendations on Social Media on Consumers Behavior Towards Brands. Informatologia, 54.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Marion, T. J., & Fixson, S. K. (2021). The transformation of the innovation process: How digital tools are changing work, collaboration, and organizations in new product development. Journal of Product Innovation Management, 38(1), 192-215.
Pavlenchyk, N., Horbonos, F., Pavlenchyk, A., Skrynkovskyy, R., & Pawlowski, G. (2021). Increasing the competitiveness of enterprises based on the use of marketing management tools. Agricultural and Resource Economics: International Scientific E-Journal, 7(3), 77-89.
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350-366.
Sharma, A., & Jhamb, D. (2020). Changing consumer behaviours towards online shopping-an impact of Covid 19. Academy of Marketing Studies Journal, 24(3), 1-10.
Sima, V., Gheorghe, I. G., Subić, J., & Nancu, D. (2020). Influences of the industry 4.0 revolution on the human capital development and consumer behavior: A systematic review. Sustainability, 12(10), 4035.
Smith, J., & Zook, Z. (2016). Digital Marketing Strategies: An Ultimate Guide to Creating a Successful Online Marketing Strategy. California: CreateSpace Independent Publishing Platform.
Statista. (2022). Number of internet users worldwide from 2005 to 2021. Accessed: https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/
Tien, N. H., Phu, P. P., & Chi, D. T. P. (2019). The role of international marketing in international business strategy. International journal of research in marketing management and sales, 1(2), 134-138.
We Are Social & Hootsuite. (2021). Digital 2021: Global Overview Report. Accessed: https://wearesocial.com/digital-2021-global-overview-report
Zouari, G., & Abdelhedi, M. (2021). Customer satisfaction in the digital era: evidence from Islamic banking. Journal of Innovation and Entrepreneurship, 10, 1-18.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Author(s)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.