Silfia Rachim, Sri Maryati, Yoram Yudhatama, A. Rohendi

TRANSFORMASI STRATEGI PEMASARAN: INTEGRASI DIGITAL MARKETING DENGAN ANALITIK PREDIKTIF

Introduction

Transformasi strategi pemasaran: integrasi digital marketing dengan analitik prediktif. Transformasi strategi pemasaran dengan integrasi digital marketing & analitik prediktif. Tingkatkan segmentasi, personalisasi, dan efisiensi kampanye untuk keunggulan kompetitif.

Abstract

Perkembangan teknologi digital telah mentransformasi lanskap pemasaran dan mendorong organisasi untuk mengadopsi strategi adaptif berbasis data. Pemasaran digital saat ini tidak hanya meningkatkan visibilitas dan interaksi konsumen, tetapi juga memanfaatkan analitik prediktif untuk memproyeksikan perilaku, preferensi, dan tren pasar. Tujuan penelitian ini adalah untuk mengkaji bagaimana integrasi antara pemasaran digital dan analitik prediktif mengubah strategi pemasaran serta mengevaluasi implikasinya terhadap efektivitas kampanye dan pengambilan keputusan bisnis. Artikel ini menggunakan pendekatan tinjauan pustaka dengan merujuk pada sumber-sumber terkini dari jurnal nasional dan internasional terakreditasi. Temuan menunjukkan bahwa analitik prediktif meningkatkan akurasi segmentasi pasar, personalisasi konten, serta efisiensi anggaran promosi. Integrasi ini memungkinkan penerapan strategi pemasaran yang proaktif dan berbasis bukti sehingga memperkuat daya saing organisasi. Rekomendasi praktis meliputi penguatan infrastruktur data, peningkatan kompetensi analitis sumber daya manusia, dan pengembangan kolaborasi lintas fungsi.

Review

The article, "TRANSFORMASI STRATEGI PEMASARAN: INTEGRASI DIGITAL MARKETING DENGAN ANALITIK PREDIKTIF," addresses a highly pertinent and contemporary issue in business and marketing. It aims to investigate how the integration of digital marketing and predictive analytics is reshaping marketing strategies, and to evaluate its implications for campaign effectiveness and business decision-making. Given the rapid evolution of digital technologies and the increasing emphasis on data-driven approaches, this topic holds significant relevance for organizations seeking to maintain competitive advantage. The research employs a literature review methodology, drawing from accredited national and international journals to synthesize current knowledge. The findings presented underscore the transformative potential of combining digital marketing with predictive analytics. The study highlights that predictive analytics significantly enhances the accuracy of market segmentation, the personalization of content delivery, and the overall efficiency of promotional budgets. By enabling proactive and evidence-based marketing strategies, this integration is shown to substantially strengthen an organization's competitiveness in the dynamic market landscape. These insights provide a clear articulation of the benefits derived from such a synergistic approach, making a valuable contribution to the understanding of modern marketing paradigms. While the paper offers practical recommendations, including strengthening data infrastructure, improving analytical competencies of human resources, and fostering cross-functional collaboration, the reliance solely on a literature review means the study primarily synthesizes existing knowledge rather than generating new empirical data. Nevertheless, the article effectively consolidates current understandings and provides a comprehensive overview of the subject. Its strength lies in clearly articulating the strategic imperative and practical steps for organizations to leverage this integration. Overall, this work serves as a valuable resource for academics and practitioners alike, offering a structured perspective on advancing marketing strategies in the digital age.

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