Pengembangan Database pelanggan untuk meningkatkan efektivitas pemasaran online
Kata Kunci:
database pelanggan; pemasaran online; CRM; efektivitas kampanyeAbstrak
Penelitian ini bertujuan untuk menganalisis pengembangan database pelanggan dan dampaknya terhadap efektivitas pemasaran online. Perkembangan pesat teknologi digital dan meningkatnya interaksi konsumen melalui platform online menuntut perusahaan untuk memanfaatkan data pelanggan secara optimal. Metode penelitian yang digunakan adalah tinjauan pustaka, dengan mengkaji literatur dan penelitian terdahulu mengenai manajemen hubungan pelanggan (CRM), database marketing, segmentasi pasar, serta strategi personalisasi penawaran, dan pengaruhnya terhadap efektivitas kampanye pemasaran digital, tingkat konversi, dan loyalitas pelanggan. Hasil penelitian menunjukkan bahwa pengembangan database pelanggan yang komprehensif, mencakup data demografis, preferensi, histori pembelian, serta interaksi digital, secara signifikan meningkatkan efektivitas pemasaran online melalui penargetan yang lebih tepat, personalisasi konten, dan peningkatan engagement konsumen. Temuan ini menegaskan pentingnya pengelolaan database pelanggan untuk strategi pemasaran digital yang lebih efisien dan pertumbuhan bisnis secara berkelanjutan
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