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Action Research Literate
Vol. 8, No. 5, Mei 2024
ISSN: 2808-6988 1
Homepage: https://arl.ridwaninstitute.co.id/index.php/arl
The Importance of Digital Marketing Integration in Strategic
Management Planning
Argian Saputra
Departement Management, Faculty Economics and Business, University Paramadina, Jakarta, Indonesia
* Email untuk Korespondensi: argi2481@gmail.com
Keywords:
Digital Marketing
Integration, Strategic
Management Planning,
Digital Marketing
Challenges,
Performance
Measurement, Return
on Investment (ROI).
ABSTRAK
This study discusses the importance of digital marketing integration in the
company's strategic management plan. Digital marketing has become a key
factor in achieving business goals in the increasingly interconnected digital
era. The formulated problems include understanding of digital marketing and
its integration benefits, challenges in adopting digital marketing, and the role
of technology and data analysis in supporting digital marketing integration
and accurately measuring campaign effectiveness. In the context of
understanding digital marketing, this research outlines the definition and role
of digital marketing in the overall marketing strategy. Digital marketing
integration opens opportunities to target markets more precisely, enhance
customer engagement, and optimize customer experiences. Challenges
include technical constraints, changes in organizational culture, and a lack
of understanding of digital technology. To overcome these challenges,
companies need to invest in resources, gain support from top management
levels, and prioritize a data-driven approach in decision-making. The role of
technology and data analysis is pivotal in supporting digital marketing
integration. Companies should leverage data analytics technology and
marketing automation to understand customer behavior, identify market
trends, and deliver relevant messages automatically. Data analysis also aids
in measuring campaign performance and calculating ROI, enabling
companies to allocate marketing budgets effectively. In conclusion, digital
marketing integration is not just a choice but a necessity for companies to
remain relevant and competitive in an increasingly digital business era. By
confronting challenges and optimizing the role of technology, companies can
achieve competitive advantage, enhance marketing efficiency, and attain
long-term success. A data-driven approach and the utilization of data analysis
technology will be key for companies to achieve desired business goals.
Ini adalah artikel akses terbuka di bawah lisensi CC BY-SA .
This is an open access article under the CC BY-SA license.
INTRODUCTION
Digital marketing has experienced rapid growth in recent years and has become a primary key in the
strategies of modern companies. Various digital platforms such as social media, search engines, email, and
websites provide new opportunities for companies to efficiently and precisely reach and interact with their
target audiences (Amalia, 2016; Malonda et al., 2019). In this digital era, consumer behavior has also
significantly changed. Consumers are increasingly seeking information online, comparing products, and
providing feedback through social media platforms. Companies that can adapt to these changes and leverage
digital marketing technology can gain significant competitive advantages.
The integration of digital marketing into strategic management plans is becoming increasingly
important for companies in the face of global competition challenges and constant market changes. By
integrating digital marketing into their overall strategy, companies can create consistent and more relevant
customer experiences, enhance operational efficiency, and capture a broader market share (Cholis &
Wardiana, 2018; Hinayatulohi et al., 2023; Komalasari et al., 2020).
However, integrating digital marketing into a strategic management plan can also present several
challenges, such as a lack of understanding of digital technology, difficulties in accurately measuring Return
on Investment (ROI), and the organizational cultural changes required to support digital transformation.
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In this context, research on the importance of digital marketing integration in strategic management
plans becomes relevant and urgent. By understanding its benefits, identifying the challenges faced, and
exploring successful examples from companies that have effectively adopted digital marketing integration,
companies can formulate effective strategies to optimize digital marketing potential and achieve better
business goals.
Research on the importance of integrating digital marketing into strategic management plans holds
high significance in today's business world. With the increasing penetration of digital technology into
everyday life, customers expect more personalized and relevant experiences from companies. Digital
marketing integration provides a solid foundation for companies to meet these demands of modern
consumers.
In terms of marketing, digital marketing integration opens opportunities for more precise market
segmentation, building more measurable campaigns, and enhancing customer engagement through various
digital channels. This can improve marketing efficiency and yield better levels of ROI.
Furthermore, digital marketing integration also has a significant impact on the strategic management
decision-making process. Data and insights derived from digital marketing provide valuable insights for
companies in identifying market trends, measuring strategy effectiveness, and identifying new growth
opportunities.
By understanding the benefits and challenges associated with digital marketing integration, company
management can design appropriate strategic steps to effectively implement digital marketing and maximize
its potential.
The development of digital technology and the internet has transformed how companies interact with
customers, conduct marketing, and manage overall business operations. The digital era has created new
opportunities and brought new challenges for companies to achieve their business objectives. In facing the
increasingly complex and dynamic business environment, companies are demanded to continuously innovate
and adapt to change.
Digital marketing, as one of the main aspects of digital transformation, has become a strategic choice
for many companies to reach a broader audience, enhance customer loyalty, and expand market share.
However, effective adoption of digital marketing is not a simple matter. Integrating digital marketing into a
company's strategic management plan becomes a crucial element to achieve success in implementing digital
strategies.
Digital marketing integration means combining various digital channels into a coordinated and
mutually supportive whole. In this context, the main challenges faced by companies include how to integrate
digital marketing into their strategic management plan by leveraging technology and data optimally.
Some challenges that may be encountered include a lack of understanding of digital technology and
its potential, limitations in designing integrated marketing strategies, as well as difficulties in measuring the
effectiveness of digital campaigns and accurately identifying ROI. Additionally, there are organizational
challenges such as cultural changes and the development of new competencies to meet the demands
of digital marketing.
Therefore, research on the importance of digital marketing integration in strategic management plans
is relevant and necessary to provide guidance and insights for companies in designing and implementing
effective digital marketing strategies.
By understanding the background of this issue, this research aims to provide valuable contributions
to the business world by highlighting the significance of digital marketing integration in a company's strategic
management plan. By comprehending the benefits and challenges associated with digital marketing
integration, companies can enhance their competitiveness and achieve an advantage in an increasingly
competitive market.
Based on the previously explained problem background, the research addresses three key problem
formulations regarding the importance of integrating digital marketing into strategic management plans.
Firstly, it explores how to understand and define digital marketing and its role within the overall marketing
strategy, including the benefits companies can achieve by incorporating digital marketing into their strategic
management plans. Secondly, the research examines the challenges and obstacles companies encounter when
adopting digital marketing integration, such as technical constraints, changes in organizational culture, and a
lack of understanding of digital technology, and it proposes solutions to overcome these challenges. Lastly,
the study investigates the role of technology and data analysis in supporting digital marketing integration,
focusing on how companies can accurately measure the effectiveness of digital marketing campaigns to
identify Return on Investment (ROI) and enhance the overall performance of their marketing strategies.
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METHOD
This research is based on a literature review approach, involving the collection and analysis of data
from relevant theoretical sources, journals, articles, and case studies related to digital marketing and strategic
management. Through the literature review, this research aims to explore information and gain in-depth
insights into the concept of digital marketing, its role in business strategy, the benefits it can provide, as well
as the challenges and solutions in effectively adopting digital marketing.
In this literature review, research data will be gathered from various theoretical sources and empirical
studies related to digital marketing and strategic management. Data sources will include academic journals,
books, articles, research reports, and case studies of companies that have successfully implemented digital
marketing integration. Data will be obtained from academic databases and other reliable sources relevant to
the research focus.
Data collection in this research method is conducted through a careful and systematic literature search
phase. Data sources will be identified based on relevant keywords related to the research topic, such as "digital
marketing," "digital marketing integration," "strategic management," and other related terms. Data collection
will also encompass literature published within a specific time frame to ensure the freshness of information
and its relevance to current conditions.
The collected data will be critically analyzed to identify patterns, trends, and significant findings
related to the importance of digital marketing integration in strategic management plans. Data analysis will
involve synthesizing information from various relevant sources to provide a comprehensive overview of the
research topic. Additionally, comparing and contrasting information from various literature sources will help
gain a deeper understanding of the issues discussed.
The validity and reliability of the research will be maintained by ensuring the use of trustworthy data
sources originating from credible theoretical and research sources. The data collection process will be
conducted systematically and objectively to avoid bias in the analysis. Furthermore, appropriate references will
be used to support each claim and finding presented.
Research limitations will include the relevant time frame of literature accessed by the researcher and
the limitations of accessibility to some data sources that may not be freely available. Additionally, this literature
review will focus on the aspect of the importance of digital marketing integration in strategic management
plans and will not cover more technical aspects of digital marketing such as search engine algorithms or
detailed data analysis.
RESULTS AND DISCUSSION
Digital Marketing and Its Role in Overall Marketing Strategy
Digital marketing has significantly transformed the business landscape, presenting new opportunities
and challenges for companies in reaching their target audience and business objectives. In the continuously
evolving digital era, digital marketing is a key element that cannot be ignored in a company's marketing
strategy. This section will delve into how the understanding and definition of digital marketing and its role in
the overall marketing strategy, as well as what benefits companies can gain from integrating digital marketing
into their strategic management plans (Prayoga, 2024).
Digital marketing refers to a set of marketing tactics and strategies that utilize digital platforms and
information technology to interact with the target audience efficiently and effectively. It involves the utilization
of various digital channels such as social media, websites, search engines, email, online content, digital
advertising, and more. Digital marketing enables companies to reach potential customers more precisely,
engage with them directly, and build a more personalized engagement (Kusuma & Sugandi, 2018; Maulidasari,
2020; Novianto, 2019).
Digital marketing is no longer just an additional element in marketing strategies but has become a
strong foundation for achieving a company's business goals. Integrating digital marketing into the overall
marketing strategy enables companies to:
a. Enhance Visibility and Reach: By being present on various digital platforms, companies can reach a broader
audience and increase the global visibility of their brand.
b. Target Customers More Precisely: Digital marketing allows companies to perform more precise market
segmentation based on demographic data, preferences, and customer behavior, enabling them to deliver
more relevant and engaging messages.
c. Increase Engagement and Interaction: Digital marketing enables companies to directly interact with
customers through social media, chat, and other direct communication channels, building deeper and more
intimate engagement.
d. Optimize Marketing Costs: Digital marketing is more cost-effective than traditional media such as print or
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TV advertising. Integrating digital marketing allows companies to use their marketing budget more
intelligently and achieve better results.
The integration of digital marketing into the strategic management plan has several significant benefits
for companies:
a. Business Sustainability: In the rapidly changing digital era, digital marketing integration allows companies
to stay relevant and adapt to changing customer trends and preferences.
b. Informed Decision-Making: Data and insights generated from digital marketing provide deep insights into
consumer behavior, campaign effectiveness, and overall marketing performance. This information enables
management to make more accurate decisions based on accurate data.
c. Enhanced Customer Loyalty: Digital marketing integration enables companies to build long-term
relationships with customers through personalization, better service, and active engagement in online
communities.
d. Fostering Innovation: Digital marketing allows companies to quickly test innovative ideas, identify new
trends, and respond more flexibly to market needs.
e. Customer Experience Optimization: Digital marketing integration allows companies to create integrated
and consistent customer experiences across various channels. As a result, customers feel more connected
to the brand and are more likely to interact with the company again.
f. More Accurate Performance Measurement: Digital marketing provides various tools and analytics metrics
that can be used to measure campaign performance in real-time. With accurate data, companies can evaluate
the success of campaigns and make improvements if necessary.
g. Better Targeting and Personalization: Digital marketing integration allows companies to personalize
messages and offers tailored to individual customer needs. This can increase response rates and customer
engagement.
h. Enhanced Competitiveness: Companies that can integrate digital marketing into their strategic management
strategies will have a competitive advantage in an increasingly digital and interconnected market.
Digital marketing has become a catalyst for modern business transformation. By understanding the
role and definition of digital marketing and integrating it into the strategic management plan, companies can
achieve competitive advantages, improve marketing performance, and succeed in an increasingly competitive
and dynamic market. Digital marketing integration is not just an additional strategy but a strong foundation for
business success in this digital era.
A deep understanding of digital marketing and the benefits of its integration into the strategic
management plan has significant implications for business success. Companies must realize that digital
marketing is not just an add-on tool but a foundation that influences most aspects of their business. Therefore,
management must prioritize the integration of digital marketing into their company's strategic plan.
Furthermore, this research can provide guidance for companies in identifying potential areas to
enhance the implementation of digital marketing. Companies should identify their business needs and goals
and gather information from literature sources and case studies of other companies that have successfully
adopted digital marketing effectively.
Digital marketing is an integral part of the overall marketing strategy and strategic management plan
of a company. The integration of digital marketing allows companies to achieve competitive advantages,
enhance customer engagement, and optimize the customer experience. The benefits of digital marketing
integration include improved brand visibility, cost optimization in marketing, and more accurate performance
measurement. The successful implementation of digital marketing will help companies remain relevant in an
ever-changing business landscape and face the challenges of increasing competition.
Challenges and Obstacles Faced by Companies in Adopting Digital Marketing Integration in Their
Strategic Management Plans
Integrating digital marketing into a strategic management plan poses various challenges that
companies must confront. Although digital marketing offers significant potential in reaching target audiences
and creating a better customer experience, adopting digital marketing effectively requires awareness and
preparedness to address various obstacles and challenges that may arise. This chapter will delve into the
challenges and obstacles faced by companies in integrating digital marketing into their strategic management
plans, including technical constraints, organizational cultural changes, and a lack of understanding of digital
technology, as well as how to overcome these challenges (Saputro et al., 2023; T. F. Setiawan et al., 2018).
Technical Constraints
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The first challenge that companies face when adopting digital marketing integration is technical
constraints. Digital marketing involves various complex technology tools and platforms, such as social media
platforms, data analytics tools, and marketing automation software. Some technical constraints that companies
may encounter include:
a. Resource Limitations: Companies may face limitations in terms of human and financial resources to
implement and manage effective digital marketing tools and platforms.
b. Difficulty in System Integration: Digital marketing integration requires good coordination and integration
between various systems and digital channels. If the systems are not well-connected, it can make data
collection and accurate analysis challenging.
c. Technological Infrastructure Limitations: Companies may need to upgrade their technological
infrastructure to support digital marketing integration. This can incur additional costs and longer
implementation times.
Organizational Culture Change
The second challenge is organizational culture change. Digital marketing requires a change in thinking
and operations, especially if the company was previously more accustomed to traditional marketing. Some
barriers to adopting organizational culture change are:
a. Uncertainty and Discomfort: Change is always accompanied by uncertainty and discomfort. Some team
members may feel anxious or reluctant to change their established way of working.
b. Lack of Leadership Support: The success of digital marketing integration requires support and commitment
from top management. Lack of leadership support can make it challenging to implement digital marketing
comprehensively throughout the organization.
c. Mismatch of Culture and Values: A more traditional and hierarchical organizational culture may not align
with the values of innovation and experimentation required in digital marketing.
Lack of Understanding of Digital Technology
The third challenge is the lack of understanding of digital technology. Many companies may not have
sufficient knowledge of the latest technology trends and developments in digital marketing. Some constraints
that may be encountered include:
a. Lack of Resources for Training: Training and development of employees on digital technology can be a
limitation due to the costs and time involved.
b. Uncertainty in Decision-Making: Lack of understanding of digital technology can lead to uncertainty in
making strategic decisions related to digital marketing.
c. Limited Use of Tools and Platforms: Some marketing team members may not be familiar with or skilled in
using more complex digital marketing tools and platforms.
The challenges and obstacles in adopting digital marketing integration into strategic management
plans cannot be ignored. Technical constraints, organizational culture changes, and a lack of understanding of
digital technology can be barriers to the success of implementing digital marketing. However, with the right
support, resource investment, and commitment from the entire organization, companies can overcome these
challenges effectively.
How companies face these challenges will be a determinant of the success of their digital marketing
strategy. Digital marketing integration is not an instant change but an evolutionary process that requires
patience and commitment to continuous learning and adaptation to technological changes and market demands.
Companies can start by identifying and acknowledging the existing challenges, and then designing a
clear action plan to overcome them. Involving the entire team and management levels in the decision-making
process will help create greater awareness of the value and benefits of digital marketing. Additionally,
leveraging external resources, such as digital marketing consultants or technology experts, can help companies
gain objective and experienced insights from outside.
Organizational culture change should also be supported by effective communication and ongoing
education about the importance of digital marketing and its positive impact on the business. Transparency in
conveying the objectives and benefits of digital marketing integration will help employees feel more engaged
and motivated to participate in the changes.
Furthermore, companies must be prepared to adapt to technological changes and digital marketing
trends. This can be achieved through investing in employee training and development and ensuring that the
company consistently keeps up with the latest technological advancements.
Awareness of the challenges and obstacles in adopting digital marketing is an important first step. By
identifying and addressing these challenges, companies will be able to effectively integrate digital marketing
into their strategic management plans and achieve the desired outcomes. Successful digital marketing
integration will provide the company with a competitive advantage, expand market share, and attain long-term
success in the ever-evolving digital business era.
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The Role of Technology and Data Analysis in Supporting Digital Marketing Integration
Digital marketing has provided companies with the opportunity to leverage technology and data
analysis to enhance the effectiveness of campaigns and overall marketing strategies. With the increasing
adoption of digital marketing, companies can now harness data and technology to understand consumer
behavior, accurately measure campaign performance, and optimize marketing investments to achieve
maximum results. This chapter will discuss the role of technology and data analysis in supporting digital
marketing integration, as well as how companies can accurately measure the effectiveness of digital marketing
campaigns to identify return on investment (ROI) and enhance overall marketing strategy performance
(Andirwan et al., 2023; Putri et al., 2024).
The Role of Technology in Digital Marketing Integration:
a. Data Analysis: Data analysis technology enables companies to collect, store, and analyze consumer data
from various digital channels. With accurate and structured data, companies can understand consumer
behavior, preferences, and needs.
b. Marketing Automation: Marketing automation technology allows companies to send personalized and
relevant messages to customers automatically, based on their actions and responses to previous campaigns.
c. Content Personalization: Content personalization technology enables companies to deliver content tailored
to customer preferences and profiles, enhancing customer engagement and the quality of the customer
experience.
d. Media Optimization: Companies can leverage media optimization technology to identify and select the
most effective marketing channels for reaching the target audience with optimal costs.
The Role of Data Analysis in Digital Marketing Integration:
a. Understanding the Target Audience: Data analysis allows companies to deeply understand the target
audience, including demographic characteristics, preferences, online behaviors, and purchase cycles. This
information helps in designing more relevant and targeted campaigns.
b. Campaign Performance Measurement: Data analysis enables companies to measure the performance of
digital marketing campaigns with clear metrics such as conversion rates, click-through rates, or engagement
levels. This data helps assess campaign success and determine next steps.
c. Identifying Trends and Opportunities: Data analysis helps identify market trends and new opportunities.
By understanding ongoing trends, companies can respond to the market more quickly and accurately.
d. Influence Attribution: Data analysis allows companies to attribute the contribution of each marketing
channel in the customer conversion process. This helps companies assess the contribution of each channel
and allocate marketing budgets effectively.
Measuring the Effectiveness of Digital Marketing Campaigns and ROI:
a. Setting Clear Objectives: Companies should establish specific, measurable, and realistic objectives for each
digital marketing campaign. These objectives may include increasing sales, engaging customers, or
achieving other targets.
b. Using Relevant KPIs: Relevant Key Performance Indicators (KPIs) should be defined to measure the
success of the campaign. KPIs can include conversion rates, click-through rates, engagement levels, or an
increase in the number of customers.
c. Accurate Data Tracking: Companies should ensure that the data collected and used to measure campaign
performance is accurate and valid. The use of appropriate tracking and data analytics tools will help ensure
data accuracy.
d. Calculating ROI: ROI calculation involves comparing marketing expenses with the profits generated. By
comparing marketing investment to revenue generated, companies can evaluate the success of the campaign
and identify the return on investment level.
Technology and data analysis play a crucial role in supporting digital marketing integration. By
leveraging technology, companies can optimize marketing campaigns and enhance the overall performance of
marketing strategies. Data analysis provides deep insights into consumer behavior and campaign performance,
enabling companies to make data-driven and targeted decisions. By accurately measuring the effectiveness of
digital marketing campaigns, companies can identify the strengths and weaknesses of their marketing strategies
and make necessary improvements to achieve their desired business objectives. In the competitive era of digital
marketing, the proper implementation of technology and data analysis will be the key to a company's success
in reaching the target market and maintaining a competitive advantage.
Marketing Automation and Personalization
1. Marketing Automation Platforms: Companies can adopt marketing automation platforms that allow them
to deliver messages automatically based on customer actions and behavior. These platforms can manage
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email marketing, social media interactions, and other digital campaigns.
2. Customer Data Utilization: Accumulated customer data can be used for message and content
personalization, enhancing engagement and the relevance of communication with customers. The use of
this data also helps in gaining a deeper understanding of customer preferences and needs.
3. A/B Testing: Companies can use A/B testing techniques to test various elements of marketing campaigns,
such as email subject lines, web page layouts, or digital ads. With A/B testing, companies can determine
which elements are most effective in achieving marketing objectives.
Marketing Expense Optimization and ROI Measurement
1. Marketing Budget Management: Companies should carefully manage their marketing budgets to ensure
funds are allocated efficiently and effectively. Through a data-driven approach, companies can assess the
effectiveness of each marketing channel and allocate funds based on expected outcomes.
2. Performance Measurement and Analysis: Campaign performance measurement should be conducted
regularly and in-depth. Companies should use relevant KPIs and compare performance data against
established goals.
3. ROI Measurement: ROI measurement should encompass marketing expenditures and the revenue generated
from each campaign. Companies should understand the level of profit generated from marketing
investments to identify the most successful campaigns.
In facing the increasingly complex era of digital marketing, the role of technology and data analysis
becomes key in supporting digital marketing integration. Through the implementation of data-driven
initiatives, marketing automation, and accurate ROI measurement, companies can achieve their marketing
objectives more efficiently and effectively (Erwin et al., 2023; Z. Setiawan et al., 2023). Technology and data
analysis enable companies to understand customer behavior, identify market opportunities, and enhance the
overall performance of marketing strategies. By leveraging technology appropriately and adopting a data-
driven approach, companies can optimize the customer experience, improve marketing efficiency, and gain a
competitive edge in the ever-evolving digital era.
CONCLUSION
From the above discussion, it can be concluded that digital marketing integration is crucial and
strategic for companies to achieve their business goals. Digital marketing opens up vast opportunities to reach
the target market more precisely, enhance customer engagement, and optimize the customer experience.
However, companies also face several challenges in adopting digital marketing integration. Technical
challenges, such as resource limitations and technology infrastructure, must be wisely addressed to ensure a
smooth implementation of digital marketing. Additionally, organizational culture change is also crucial
because adopting digital marketing requires a change in the way of thinking and working throughout the
organization. To address these challenges, companies should take strategic steps, such as investing in resources,
commitment from top management, and training employees in digital technology. Support from the entire team
and adopting a data-driven approach will help create an organizational culture that encourages innovation and
experimentation in digital marketing.
The importance of data analysis and technology utilization in digital marketing integration cannot be
ignored. Data and analysis help companies understand customer behavior, identify market trends, and
accurately measure campaign performance. ROI measurement becomes essential in allocating marketing funds
wisely and assessing campaign success. By effectively integrating digital marketing into their strategic
management plan, companies can achieve a competitive advantage, enhance competitiveness in the market,
and achieve their desired business goals. Moreover, companies can improve marketing efficiency, optimize the
customer experience, and respond to market trends more quickly. In this increasingly digital and interconnected
business era, digital marketing integration is a necessity for long-term success. Companies must remain open
to change, continuously learn about the latest technology, and commit to being innovators in their industry.
Digital marketing integration is not just an option but the foundation that enables companies to grow and thrive
in this dynamic business era.
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