Systematic Literature Review: Evolusi Strategi Manajemen Pemasaran Digital dalam Era Transformasi Bisnis
DOI:
https://doi.org/10.37385/h8dxwk08Keywords:
Transformasi Digital, Strategi Pemasaran Digital, Artificial Intelligence, Omnichannel Marketing, Big Data AnalyticsAbstract
Transformasi digital telah mengubah lanskap bisnis global secara fundamental, mendorong evolusi strategi manajemen pemasaran digital yang adaptif dan berbasis teknologi. Penelitian ini menggunakan pendekatan systematic literature review dengan protokol PRISMA 2020 untuk mengidentifikasi, menganalisis, dan mensintesis 40 artikel jurnal berkualitas tinggi yang dipublikasikan periode 2021-2025 dari berbagai database akademik internasional dan nasional. Hasil penelitian mengungkapkan tiga fase evolusi strategi pemasaran digital: fase akselerasi digital pascapandemi, fase konsolidasi berbasis big data analytics, dan fase transformasi berbasis artificial intelligence dengan hyper-personalization. Temuan menunjukkan bahwa evolusi strategi dipengaruhi oleh konvergensi faktor teknologi seperti AI dan machine learning, perubahan perilaku konsumen yang menuntut pengalaman omnichannel seamless, intensitas kompetisi dari digital-native companies, serta kapabilitas organisasional yang mencakup kepemimpinan transformatif dan literasi digital. Strategi pemasaran digital kontemporer mengintegrasikan content marketing berbasis storytelling, social media marketing multi-platform, data-driven marketing dengan analytics advanced, dan omnichannel marketing. Penelitian mengidentifikasi tantangan implementasi berupa kesenjangan kompetensi digital, kompleksitas integrasi teknologi, isu privasi data, dan keterbatasan anggaran. Kerangka konseptual yang dikembangkan menunjukkan transformasi digital sebagai enabler dengan inovasi model bisnis sebagai mediator antara strategi digital dan kinerja bisnis. Penelitian ini berkontribusi secara teoretis melalui sintesis komprehensif literatur terfragmentasi dan praktis melalui identifikasi best practices serta rekomendasi strategis bagi praktisi dalam merancang strategi pemasaran digital yang efektif di era transformasi bisnis.
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