DIGITAL MARKETING COMMUNICATION STRATEGIES IN THE ERA OF DISRUPTION

Romano Aulia Rahman

doi:10.31258/jkp.v15i2.8522

DIGITAL MARKETING COMMUNICATION STRATEGIES IN THE ERA OF DISRUPTION

Romano Aulia Rahman

Abstract

The era of technological disruption has fundamentally changed the way companies run business and interact with customers. This research aims to explore effective digital marketing communication strategies amidst this rapid change. The research method used is a qualitative approach with case studies of several companies that have successfully implemented digital marketing strategies. Data was collected through in-depth interviews, content analysis, and digital activity observations. The research results identified several key elements of a successful strategy, including leveraging data and analytics to understand consumer behavior, personalizing relevant content through AI and machine learning technology, marketing automation for operational efficiency, and optimizing the customer experience across various digital touchpoints. Apart from that, the use of social media for engagement and collaboration with influencers to increase brand visibility has also proven to be effective. The conclusions of this research emphasize the importance of a data-based, personalized, automated and customer-centric approach in digital marketing communications strategies.

Keywords

Digital marketing strategy, era of disruption, social media, influencer marketing

Full Text:

PDF

References

Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.

Boons, F., & Lüdeke-Freund, F. (2013). Business models for sustainable innovation: state-of-the-art and steps towards a research agenda. Journal of Cleaner production, 45, 9-19.

Blöcher, K., & Alt, R. (2018). An approach for customer-centered smart service innovation based on customer data management. In Exploring Service Science: 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19–21, 2018, Proceedings 9 (pp. 45-58). Springer International Publishing.

Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484-506.

Diamandis, P. H., & Kotler, S. (2020). The future is faster than you think: How converging technologies are transforming business, industries, and our lives. Simon & Schuster.

Galanakis, C. M., Rizou, M., Aldawoud, T. M., Ucak, I., & Rowan, N. J. (2021). Innovations and technology disruptions in the food sector within the COVID-19 pandemic and post-lockdown era. Trends in Food Science & Technology, 110, 193-200.

Gangu Naidu Mandala, M. G. B., Reddy, R. K. V., Kumar, K. S., Rizvi, M., & Srivastava, S. (2024). Building Lasting Relationships with Customer-Centric Digital Marketing. Journal of Informatics Education and Research, 4(1).

Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, 50(4), 666-688.

Jefferson, S., & Tanton, S. (2015). Valuable content marketing: how to make quality content your key to success. Kogan page publishers.

Moinuddin, M., Usman, M., & Khan, R. (2024). Strategic Insights in a Data-Driven Era: Maximizing Business Potential with Analytics and AI. Revista Espanola de Documentacion Cientifica, 18(02), 125-149.

Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.

Popova, N., Kataiev, A., Skrynkovskyy, R., & Nevertii, A. (2019). Development of trust marketing in the digital society. Economic Annals-XXI, (3-4), 13-25.

Roblek, V., Meško, M., Pušavec, F., & Likar, B. (2021). The role and meaning of the digital transformation as a disruptive innovation on small and medium manufacturing enterprises. Frontiers in Psychology, 12, 592528.

Shah, D., & Murthi, B. P. S. (2021). Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research, 125, 772-779.

Sila, I. K., & Martini, I. A. (2020). Transformation and revitalization of service quality in the digital era of revolutionary disruption 4.0. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(1).

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, P. R., & Zook, Z. (2024). Marketing communications: Integrating online and offline, customer engagement and digital technologies. Kogan Page Publishers.

Sturgeon, T. J. (2021). Upgrading strategies for the digital economy. Global strategy journal, 11(1), 34-57.

Teece, D. J. (2018). Profiting from innovation in the digital economy: Enabling technologies, standards, and licensing models in the wireless world. Research policy, 47(8), 1367-1387.

Urdea, A. M., Constantin, C. P., & Purcaru, I. M. (2021). Implementing experiential marketing in the digital age for a more sustainable customer relationship. Sustainability, 13(4), 1865.

Zott, C., & Amit, R. (2017). Business model innovation: How to create value in a digital world. NIM Marketing Intelligence Review, 9(1), 18-23.

DOI: http://dx.doi.org/10.31258/jkp.v15i2.8522

Refbacks

There are currently no refbacks.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.