Strategi pemasaran digital dan integrasi e-commerce dalam peningkatan bisnis di era teknologi
Abstract
The rapid advancement of technology encourages companies to enhance competitiveness through the use of digital marketing, electronic commerce, and innovations in business technology. This study examines how digital marketing approaches and the implementation of e-commerce strengthen the competitive position of businesses during the digital transformation era. The research employs a literature review method that explores the integration of digital marketing strategies, the adoption of e-commerce platforms, and the utilization of advanced business technologies such as big data, artificial intelligence, cloud computing, and automation systems to improve operational efficiency. The findings indicate that digital marketing plays a key role in increasing brand exposure, tailoring promotional messages, and enhancing customer experience. Meanwhile, e-commerce expands distribution channels, improves transaction efficiency, and enables more adaptive and effective sales processes. Furthermore, business technology supports data alignment, strengthens digital security, and enhances operational processes through innovations such as integrated CRM systems and AI-based product recommendations. This study emphasizes that the success of digital transformation requires strengthened digital capabilities, gradual adoption of new technologies, and effective omnichannel strategies to create diverse and seamless customer interactions.
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