KAJIAN LITERATUR SISTEMATIS MENGENAI PERAN BIG DATA DALAM DIGITAL MARKETING
DOI:
https://doi.org/10.1234/aira.v1i2.58Keywords:
Big Data, Pemasaran Digital, Data, Analitik, StrategiAbstract
Big Data has emerged as an important topic in the realm of digital marketing, fundamentally changing the way businesses interact with consumers and strategize their marketing efforts. The integration of Big Data analytics into marketing strategies allows organizations to leverage the vast amounts of data generated from various sources, such as online activities, social interactions, and purchase transactions. As such, they can gain deep insights into consumer behavior, preferences, market trends, and purchasing patterns. This capability is essential for developing more focused and detailed marketing strategies, increasing customer engagement and satisfaction, and optimizing overall marketing efforts. The strategic use of Big Data in marketing can improve organizational performance and productivity. Previous research has shown that Big Data and analytics offer opportunities for companies to build market knowledge and identify target markets, ultimately improving strategic marketing insights and better revenue growth. Other findings also emphasize the importance of Big Data in digital marketing, as it can help understand consumer behavior and optimize marketing strategies. Moreover, the application of machine learning with Big Data enables businesses to analyze consumer behavior more effectively, thereby facilitating personalized marketing approaches that match customers' individual preferences.
Big Data telah muncul sebagai topik penting dalam ranah pemasaran digital, yang secara fundamental mengubah cara bisnis berinteraksi dengan konsumen serta merancang strategi pemasarannya. Integrasi analitik Big Data ke dalam strategi pemasaran memungkinkan organisasi memanfaatkan jumlah data yang sangat besar yang dihasilkan dari berbagai sumber, seperti aktivitas online, interaksi sosial, dan transaksi pembelian. Dengan demikian, perusahaan dapat memperoleh wawasan mendalam mengenai perilaku konsumen, preferensi, tren pasar, serta pola pembelian. Kemampuan ini menjadi krusial dalam mengembangkan strategi pemasaran yang lebih terfokus dan terperinci, meningkatkan keterlibatan serta kepuasan pelanggan, sekaligus mengoptimalkan keseluruhan upaya pemasaran. Penggunaan Big Data secara strategis dalam pemasaran dapat meningkatkan kinerja dan produktivitas organisasi. Penelitian-penelitian sebelumnya menunjukkan bahwa Big Data dan analitik memberikan peluang bagi perusahaan untuk membangun pengetahuan pasar dan mengidentifikasi target pasar, yang pada akhirnya memperkaya wawasan strategis pemasaran serta mendorong pertumbuhan pendapatan yang lebih baik. Temuan lain juga menekankan pentingnya Big Data dalam pemasaran digital, karena mampu membantu memahami perilaku konsumen dan mengoptimalkan strategi pemasaran. Lebih jauh lagi, penerapan machine learning bersama Big Data memungkinkan perusahaan menganalisis perilaku konsumen secara lebih efektif, sehingga memfasilitasi pendekatan pemasaran yang dipersonalisasi sesuai dengan preferensi individu pelanggan.
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