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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
Ananta Budhi Danurdara
Politeknik Pariwisata Nhi Bandung, Indonesia
Economics, Econometrics & Finance

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STRATEGIC MARKETING TRANSFORMATION THROUGH BIG DATA UTILIZATION: IN-DEPTH ANALYSIS OF TRANSLATING GIGANTIC INFORMATION INTO DECISIONS INFLUENCING TACTICAL AND BUSINESS STRATEGIES Ananta Budhi Danurdara; Anjani Anjani; Nenden Hendayani; Rahma Helal Al_ Jbour; Iyad Abdallah Al- Shreifeen
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 2 (2024): February
Publisher : Adisam Publisher

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Abstract

In today's data-driven landscape, the convergence of strategic marketing and Big Data catalyzes a transformative journey for organizations. This research, comprising a comprehensive analysis, explores the profound impact of Big Data on reshaping marketing strategies. Delving into the intricate dynamics of decision-making processes, the study elucidates how vast data sets influence tactical and business strategies. With an emphasis on translating gigantic information into actionable insights, the research unveils the symbiotic relationship between data-driven decision-making and organizational agility. The abstract underscores the pivotal role of Big Data in enhancing customer engagement, informing targeted promotions, and contributing to broader business objectives. A critical evaluation of existing literature identifies strengths and weaknesses in current studies, emphasizing the need for in-depth exploration into industry-specific contexts and ethical considerations. In considering future directions, the study anticipates a continued evolution toward more sophisticated analytics tools, including artificial intelligence and machine learning. The implications for businesses involve staying abreast of emerging trends, investing in advanced analytics capabilities, and addressing ethical considerations. This research contributes to a comprehensive understanding of leveraging Big Data for strategic marketing transformation, offering insights into the dynamic intersection of data-driven decision-making and organizational success.
DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS IN INDUSTRY Ananta Budhi Danurdara; Dwi Apriyanti Kumalasari; Zeni Zainal Muis
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 3 (2024): March
Publisher : Adisam Publisher

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A digital marketing strategy is a series of plans to build a business presence in the digital world or the internet through various digital channels. Developing a digital marketing plan aims to raise brand awareness and draw in new clients for the company. A strong digital marketing strategy will help businesses to achieve specific digital goals through properly chosen media. Increasing brand awareness is a worthwhile investment for businesses. By expanding brand knowledge and awareness, businesses can gain a competitive advantage, expand market reach, build customer loyalty, and achieve sustainable growth. The method used in this article is a literature review. This research discusses the description and types of digital marketing, analysis of how digital marketing strategies influence brand awareness, implementation of digital marketing strategies in certain industries, and the effectiveness of digital marketing strategies in increasing brand awareness.
Co-Authors Anjani Anjani Dwi Apriyanti Kumalasari Iyad Abdallah Al- Shreifeen Nenden Hendayani Rahma Helal Al_ Jbour Zeni Zainal Muis