Big Data in Digital Transformation of Corporate Marketing Strategy
DOI:
https://doi.org/10.54518/ebh.3.1.2024.505Keywords:
Business Strategy, Business Transformation, Competitiveness, Digital MarketingAbstract
Business transformation in the digital era has become an urgent need for companies that want to increase their competitiveness. Technological advances have brought significant changes in marketing strategies, enabling a smarter, more efficient, and responsive approach to market changes. This study aims to analyze the role of technologies such as big data, Artificial Intelligence (AI), and marketing automation in increasing the effectiveness of digital marketing. Using a literature study method, this study examines various academic and industry sources to understand how companies can optimize technology in their marketing strategies. The results of the study show that the success of business transformation depends not only on the adoption of technology but also on the readiness of the organization and a culture of innovation that supports change. Therefore, companies need to continue to develop digital capabilities and adapt to technological trends to stay competitive in a dynamic market.
References
Akbar, Z. (2024). Transformasi Strategi Pemasaran di Era Digital: Pendekatan Systematic Literatur Review. Humanitis: Jurnal Homaniora, Sosial dan Bisnis, 2(12), 1721-1226.
Ali, B. J., & Anwar, G. (2021). Business strategy: The influence of Strategic Competitiveness on competitive advantage. International Journal of Electrical, Electronics and Computers, 6(2), 1-10.
Ardiansyah, W. M. (2023). Peran Teknologi dalam Transformasi Ekonomi dan Bisnis di Era Digital. JMEB Jurnal Manajemen Ekonomi & Bisnis, 1(1), 12-16.
Hafizh, M. F., Hani, R. D., Kholishah, A. N., & Prawira, I. F. A. (2024). Strategi Transformasi Digital Di Era Industri 4.0: Blueprint Bisnis, Penerapan Teknologi, Dan Peran Kritis Pemerintah Dalam Meningkatkan Daya Saing Bisnis Food and Beverage (F&B). Ekonomi & Bisnis, 23(1), 1-8.
Hasanah, E. U., Andika, A., Syamsiro, M., & Wahyudi, D. (2024). Meningkatkan daya saing UKM CV Ragil Jaya Craft melalui optimalisasi pemasaran media sosial. Selaparang: Jurnal Pengabdian Masyarakat Berkemajuan, 8(2), 1208-1219.
Istiqomah, N. H. (2023). Transformasi Pemasaran Tradisional ke e-Marketing: Tinjauan Literatur tentang Dampak Penggunaan Teknologi Digital terhadap Daya Saing Pemasaran Bisnis. Jurnal Ekonomi Syariah Darussalam, 4(2), 72-87.
Maria, V., Aziz, A. F., & Rahmawati, D. (2024). Meningkatkan daya saing UMKM lokal melalui strategi pemasaran digital di era digital. Optimal Jurnal Ekonomi Dan Manajemen, 4(2), 208-220.
Putra, T. W. A., Solechan, A., & Hartono, B. (2023). Transformasi digital pada UMKM dalam meningkatkan daya saing pasar. Jurnal Informatika Upgris, 9(1), 7-12.
Shehadeh, M., Almohtaseb, A., Aldehayyat, J., & Abu-AlSondos, I. A. (2023). Digital transformation and competitive advantage in the service sector: a moderated-mediation model. Sustainability, 15(3), 2077.
Sholihin, U. (2024). Meningkatkan Daya Saing Pasar UMKM Melalui Transformasi Digital. Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce, 3(2), 100-114.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
