Integrated Marketing Management Strategies in the Digital Age:  Comprehensive Analysis and Case Studies

Musaiyadi Musaiyadi; Helmi Agus Salim; Febrina Gerhani

doi:10.31004/riggs.v4i2.1174

Authors

Musaiyadi Musaiyadi Institut Teknologi dan Sains Mandala
Helmi Agus Salim Institut Teknologi dan Sains Mandala, Indonesia
Febrina Gerhani Universitas PGRI Argopuro Jember, Indonesia

DOI:

https://doi.org/10.31004/riggs.v4i2.1174

Keywords:

Marketing Management, Digital Strategy, Integrated Marketing, Personalization, Big Data

Abstract

This article examines the development and implementation of integrated marketing management strategies in the context of the digital age. Through a comprehensive analysis of current literature and case studies from various industries, this research aims to provide an in-depth understanding of how companies can optimize their marketing strategies amid changes in the digital landscape. The methodology used includes a systematic literature review, secondary data analysis, and multiple case studies. The results indicate that the integration of digital technology, personalization of customer experiences, and the utilization of big data are key to the success of contemporary marketing strategies. In conclusion, companies need to adopt a more adaptive and technology-oriented approach to their marketing management to remain competitive in the digital age

Downloads

Download data is not yet available.

References

Setianingrum HW, Bisri, Fitra S, Widyastuti T. Manajemen Pemasaran Di Era Digital : Tantangan Dan Harapan. INNOVATIVE: Journal Of Social Science Research. 2024;4(6):7284-7292.

Pandiyan GT, Pandian MG. Emerging Trends in Digital Marketing for 2024. Int J Sci Res Sci Technol. 2024;11(5):415-417. doi:10.32628/IJSRST2411471

Latief F, Dirwan D, Rizal F. The Evolution of Consumer Behavior in the Digital Era and Its Implications for Marketing Strategies. Proceeding of Research and Civil Society Desemination. 2024;2(1):304-316. doi:10.37476/presed.v2i1.62

Draghici DE, Constantinescu M. Understanding Consumer Behaviour in the Digital Era: A Literature Review. In: ; 2024. doi:10.24818/ICESS/2024/088

Singh S. The Future of Digital Marketing: AI-Driven Predictive Models for Hyper-Personalized Customer Experiences. Journal of Informatics Education and Research. 2025;5(1). doi:10.52783/jier.v5i1.2016

Martin Louis. Personalized recommendation systems for customer self-service and promotions: Enhancing effortless customer experience. World Journal of Advanced Research and Reviews. 2021;11(3):509-526. doi:10.30574/wjarr.2021.11.3.0391

Li R, Duan S. Business Model Analysis of Netflix. Advances in Economics, Management and Political Sciences. 2024;92(1):285-292. doi:10.54254/2754-1169/92/20231106

McKinsey. 10 insight into a transforming world. McKinsey Global Institute.

Harvard Business Review. The Business of Artificial Intelligence.; 2017.

Gartner. Gartner Top 10 Strategic Technology Trends For 2020.; 2020.

Deloitte. Uncovering the Connection between Digital Maturity and Financial Performance.; 2020.

Forbes. IoT In 2019: What Can We Expect?; 2019.

Forester. Predictions 2020.; 2020.

Edelman. Edelman Trust Barometer 2020.; 2020.

Accenture. AI: Built to Scale.; 2020.