Strategi Digital Marketing dalam Menghadapi Perubahan Perilaku Konsumen di Era Teknologi Modern

Abstrak

This study aims to analyze digital marketing strategies in response to changing consumer behavior and technological advancements in the new era. The increasingly dynamic consumer preferences and rapid development of digital technology require companies to adapt their marketing approaches to remain relevant and effective. The research method employed is a literature review, examining previous studies and literature on digital consumer behavior, the use of technologies such as artificial intelligence, data analytics, marketing automation, and interactive experiences through social media and digital platforms. The findings indicate that appropriate adaptation of digital marketing strategies, including content personalization, omnichannel marketing, and leveraging the latest technologies, significantly enhances consumer engagement and campaign effectiveness. These findings emphasize the importance of understanding consumer behavior and integrating technology to build stronger relationships, improve satisfaction, and maintain a competitive advantage