DIGITAL MARKETING STRATEGY IN THE ERA OF TECHNOLOGICAL TRANSFORMATION: A LITERATURE STUDY

Abstract

Transformation technology has change paradigm marketing from approach conventional going to marketing more digital based interactive, measurable, and data- oriented. Development technology such as social media, intelligence Artificial Intelligence (AI), big data, Internet of Things (IoT), and automation marketing has create opportunity new for company For increase effectiveness communication marketing as well as build a more personal relationship with consumer research​ This aim For analyze various digital marketing strategies that have developed in the era of transformation technology through approach studies literature. The research method used is a literature review with analyze various article scientific, books and publications relevant academics.​ Study results show that an effective digital marketing strategy covering utilization of social media, content marketing, search engine optimization (SEO), influencer marketing, marketing data- based, and use AI technology in personalization services. In addition, the transformation technology also encourages company For adopt an omnichannel strategy to increase experience customer. Research This conclude that success digital marketing does not only depending on usage technology, but also on capabilities organization in integrate technology with needs and behavior consumers who continue changed