PERAN AI DAN BIG DATA DALAM MENGOPTIMALKAN STRATEGI PEMASARAN DIGITAL
DOI:
https://doi.org/10.1234/aira.v1i1.31Keywords:
Kecerdasan Buatan, Analitik Big Data, Pemasaran Digital, Personalisasi, Analitik PrediktifAbstract
Perkembangan pesat dalam Kecerdasan Buatan (AI) dan analitik Big Data telah mengubah secara signifikan strategi pemasaran digital, memungkinkan perusahaan untuk lebih memahami dan meramalkan perilaku konsumen. Penelitian ini mengkaji dampak AI dan Big Data dalam pengoptimalan pemasaran digital, dengan fokus pada peningkatan personalisasi, analitik prediktif, dan interaksi dengan pelanggan. Melalui Tinjauan Literatur Sistematis (SLR), studi ini mengidentifikasi tema-tema utama, seperti personalisasi berbasis AI, analisis perilaku pelanggan secara real-time, dan pemasaran prediktif. Hasil penelitian menunjukkan bahwa meskipun AI dan Big Data dapat secara substansial meningkatkan efektivitas pemasaran, tantangan seperti biaya implementasi yang tinggi dan isu privasi data masih menjadi hambatan. Temuan ini memberikan wawasan penting untuk memahami potensi AI dan Big Data dalam menciptakan model pemasaran yang lebih adaptif, dengan implikasi berharga bagi dunia akademik dan industri.
References
Akter, S. A., D’Ambra, J., & Adnan, M. (2020). Big data analytics in marketing: A systematic review and future research directions. Journal of Business Research, 116, 182–194.
Akter, S. B., Hossain, M. A., Lu, H., & Adnan, M. (2021). Big data-driven strategic marketing management: The case of AI-powered marketing analytics. Journal of Business Research, 131, 40–49.
Akter, S. C., Wamba, S. F., & Adnan, M. (2019). How to engage customers in the age of big data: A systematic review of the literature. Journal of Retailing and Consumer Services, 51, 265–280.
Chatterjee, S. A., Rana, N. P., & Thakur, T. K. (2021). Artificial intelligence in marketing: A systematic review and future research agenda. International Journal of Information Management, 57(102177).
Chatterjee, S., Goyal, D., & Gupta, S. (2021). Exploring the impact of artificial intelligence on consumer behavior: A review and research agenda. International Journal of Consumer Studies, 45(4), 588–605.
Chen, J., & Luo, H. (2022). Personalization in digital marketing using AI and big data. Journal of Business Studies Quarterly, 13(3), 202–219.
Cheng, C., & Liu, S. (2021). The impact of consumer data privacy concerns on trust and loyalty in AI-driven marketing. Journal of Digital Marketing, 29(4), 320–335.
Cheng, J., & Liu, F. (2021). Building consumer trust in big data applications. Journal of Consumer Trust Studies, 9(2), 88–97.
Creswell, J. W. (2020). Research design: Qualitative, quantitative, and mixed methods approaches. Sage Publications.
Davenport, T. H. A., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42.
Davenport, T. H. B., Guha, A., & Manzoni, J. M. (2020). How AI is changing the way organizations market: A 2020 perspective. Harvard Business Review, 1(1).
Davenport, T. H. C., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will impact the future of customer relationship management. Journal of Marketing, 84(5), 20–38.
Fletcher, G., & Edwards, M. (2023). AI and big data analytics in market research. Journal of Market Analysis, 48(2), 87–100.
Fletcher, S., & Edwards, P. (2023). Scaling AI and Big Data solutions for small businesses: Overcoming resource constraints. Small Business Technology Review, 11(1), 10–23.
Gartner. (2020). Predicts 2020: AI will change marketing forever.
Huang, M. H. A., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30–50.
Huang, M. H. B., & Rust, R. T. (2021). AI and big data in marketing: A review and future research directions. Journal of Marketing, 85(1), 14–33.
Huang, M., & Rust, R. T. (2021). Artificial intelligence in service. Journal of Service Research, 24(3), 316–331.
Johnson, A. B., Brown, S., & Davis, L. (2021). Predictive analytics in digital marketing: Opportunities and challenges. Marketing Science, 40(6), 921–938.
Johnson, R. A., Brown, M., & Davis, S. (2021). AI-powered marketing strategies and customer engagement. Journal of Marketing and Analytics, 45(4), 300–317.
Kitchenham, B., Budgen, D., & Brereton, P. (2021). Evidence-Based Software Engineering and Systematic Literature Reviews. CRC Press.
Kumar, V. A., Pandey, S., & Roy, A. (2023). Challenges in AI and big data implementation. Journal of Technology Management, 35(3), 192–210.
Kumar, V. B., Pandey, N., & Roy, S. (2023). The role of AI and Big Data in overcoming marketing challenges for SMEs. Journal of Digital Marketing Strategy, 17(2), 101–117.
Lee, S. A., Kim, H., & Park, J. (2023). Customer satisfaction through AI-driven personalization. International Journal of Consumer Studies, 47(2), 212–226.
Lee, S. B., Kim, J., & Park, S. (2023). AI-driven personalization in marketing: Enhancing customer loyalty through targeted experiences. Journal of Marketing Technology, 28(2), 133–146.
Li, H., Li, Y., & Green, P. (2021). The influence of AI and big data on marketing strategy: The mediating role of customer experience. Journal of Business Research, 124, 418–428.
Li, X., Sun, Y., & Dong, Z. (2021). Cultural differences in consumer responses to AI and Big Data in marketing. International Journal of Cross-Cultural Marketing, 15(3), 185–199.
Nelson, A., & Lee, J. (2023). Transforming retail experiences with AI. Journal of Retail Innovations, 25(3), 77–92.
Nguyen, B., & Mutum, D. S. (2020). Smart marketing in the era of big data: A conceptual framework. Journal of Business Research, 121, 220–233.
Nguyen, T., & Mutum, D. S. (2020). AI-based personalized marketing in the era of big data: A bibliometric analysis. Journal of Retailing and Consumer Services, 58(102330).
O’Reilly, T., & Aiello, L. (2020). The impact of artificial intelligence on marketing efficiency. Journal of Marketing Research, 57(6), 1043–1057.
Page, M. J., McKenzie, J. E., & Bossuyt, P. M. (2021). The PRISMA 2020 Statement: An updated guideline for reporting systematic reviews. BMJ, 372(n71).
Patel, N., & Sharma, R. (2023). AI-driven big data analytics in the retail sector: A case study approach. Retail Management Review, 22(1), 45–59.
Rahman, M. H. U., Malik, M. A., Chauhan, S., Patel, R., Singh, A., & Mittal, A. (2020). Examining the linkage between open defecation and child malnutrition in India. Children and Youth Services Review, 117, 105345. https://doi.org/10.1016/j.childyouth.2020.105345
Roberts, C., & Jackson, M. (2023). Data-driven decision-making in marketing through AI. International Journal of Marketing Science, 44(2), 101–119.
Sharma, R., & Patil, R. (2022). Big data and artificial intelligence in marketing: Integration and implementation challenges. International Journal of Digital Marketing, 31(4), 500–518.
Singh, A., & Gupta, N. (2021). AI in marketing: Understanding consumer preferences and improving customer satisfaction. Journal of Marketing Science, 40(4), 317–334.
Wamba, S. F., Akter, S., & Sweeney, J. C. (2020). Big data analytics and AI for marketing: A review and future directions. Business Horizons, 63(5), 603–616.
Wang, J., & Xu, X. (2022). Exploring the use of artificial intelligence in marketing communications. Journal of Marketing Communications, 28(3), 195–212.
Wang, Y., & Zhang, X. (2020). Marketing analytics and customer insights in the era of Big Data and AI. Journal of Business Analytics, 13(2), 156–174.
Wang, Z., & Chen, L. (2021). The role of artificial intelligence and big data in shaping marketing strategies in emerging markets. Asian Journal of Marketing, 18(1), 39–52.
White, M., & Shaw, R. (2023). Data-driven marketing with artificial intelligence: How to optimize customer engagement. Journal of Marketing Research, 40(2), 151–165.
Wilson, H. J., Daugherty, P. R., & Morini-Bianzino, N. (2023). The future of customer service: AI and big data shaping the next decade. MIT Sloan Management Review, 61(2), 72–80.
Xie, H., & Zhang, Y. (2022). Big data and AI in digital marketing: A systematic literature review. Journal of Marketing Technology, 30(4), 212–230.
Xu, Y., & Li, H. (2023). Consumer trust in AI-driven personalized marketing: The role of transparency and control. International Journal of Consumer Studies, 47(4), 345–358.
Yang, F., & Zhang, X. (2020). Artificial intelligence and big data: Transforming marketing practices. Marketing Intelligence & Planning, 38(7), 1–15.
Yang, H., & Chen, W. (2021). The integration of artificial intelligence in the customer relationship management (CRM) framework. Journal of Business and Technology, 21(2), 156–169.
Yao, X., & Zhang, Q. (2022). An empirical study on the application of big data analytics in marketing strategies. Marketing Science, 43(2), 215–232.
Zeng, Q., & Liu, J. (2021). Big data analytics for predictive marketing. Journal of Data Science and Analytics, 8(4), 345–360. https://doi.org/10.1007/jds1
Zhang, C., & Liu, W. (2021). Big data and artificial intelligence for customer-centric marketing strategies. V, 58(102333).
Zhang, M., & Chang, W. (2021). AI applications in brand management: A strategic marketing perspective. International Journal of Marketing, 29(3), 88–102.
Zhang, S., & Liu, L. (2021). The role of big data in enhancing marketing strategy and consumer experience. Journal of Consumer Marketing, 38(3), 283–297.
Zhang, X., & Wang, Y. (2020). Integrating AI into digital marketing practices: Opportunities and challenges for firms. Journal of Strategic Marketing, 28(6), 527–540.
Zhao, J., & Zhang, S. (2022). AI and big data in marketing automation: Benefits and challenges. Marketing Technology Insights, 22(1), 45–58.
Zhao, Y., & Wang, H. (2023). Data-driven decision-making: Using AI to optimize marketing strategies. Journal of Business Decision Making, 34(4), 150–165.
Zhao, Z., & Li, Z. (2023). Customer engagement in the age of AI: Understanding consumer behavior through big data. Journal of Digital Marketing, 35(2), 199–213.
Zhou, X., & Li, S. (2023). AI-driven personalized marketing: A study of consumer acceptance. International Journal of Marketing Research, 18(2), 200–215.
Zhou, Y., & Lee, D. (2022). Consumer responses to AI-driven marketing and privacy concerns. Journal of Consumer Research, 49(3), 480–497.
