Strategi Pemasaran Digital dan Efektivitas Alokasi Sumber Daya: Analisis Bibliometrik
DOI:
https://doi.org/10.58812/jmws.v3i12.1861Kata Kunci:
Pemasaran Digital, Alokasi Sumber Daya, Teknologi Informasi, Big Data, Analisis BibliometrikAbstrak
Penelitian ini menganalisis pentingnya integrasi teknologi dalam strategi pemasaran digital dan bagaimana alokasi sumber daya yang efektif dapat meningkatkan efisiensi operasional dan kepuasan pelanggan. Melalui analisis bibliometrik dari literatur yang ada dan data dari kolaborasi internasional, studi ini mengeksplorasi pengaruh big data, AI, dan media sosial dalam memahami perilaku konsumen dan personalisasi pemasaran. Temuan menunjukkan bahwa kerjasama global dalam pemasaran digital mendorong inovasi dan pertukaran pengetahuan yang memperkaya strategi pemasaran. Perusahaan perlu menyesuaikan strategi mereka terhadap permintaan pasar yang beragam dan berhati-hati dalam pengelolaan data pelanggan untuk menjaga privasi dan keamanan. Penelitian ini merekomendasikan alokasi sumber daya yang lebih fokus pada teknologi yang dapat meningkatkan pengalaman pelanggan dan mempromosikan pertumbuhan yang berkelanjutan.
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