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Syaifudin Syaifudin, Syaifudin
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Journal : Journal of Bussines Management Basic

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Marketing Dynamics in the Digital Age: A Literacy Study on the Shift from Traditional Marketing to Social Media Syaifudin, Syaifudin; Henriawan, Desan; Suzana, Anna; Budianto, Erwin; Oviana, Rena
Journal of Bussines Management Basic Vol 7 No 1 (2025): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

The shift from traditional marketing to social media marketing in the digital age has become a significant phenomenon in the business world. This change is fuelled by technological advancements, especially internet penetration and the increasing use of social media platforms such as Facebook, Instagram, Twitter, and TikTok. Traditional marketing, which relies on one-way communication through mass channels such as television and print, now faces challenges in reaching younger and informed consumers, who prefer more personalised and direct interactions. In contrast, social media offers opportunities for companies to interact directly with consumers, enabling more segmented, personalised and cost-effective marketing. However, social media marketing also comes with challenges, including platform algorithm changes and data privacy concerns. This study aims to explore the shift from traditional marketing to social media marketing, by identifying the challenges and opportunities faced by companies in implementing effective marketing strategies. The study concludes that the integration of both marketing approaches, i.e. traditional and digital, can deliver optimal results for companies, by strengthening relationships with consumers and increasing the effectiveness of marketing campaigns.
Co-Authors Abdul Halim Barkatullah Abdul Kholiq Abdul Rochman Abdul, Kamaruddin Abrar Abrar Adetio Setiawan, Romi Adiani, Rosita Afnan, R. Agung Purwanto Akbar, M Riski Alfarez, Sidqi Ali, Muhammad Irfan Andhika, Muhammad Reza Andika Eko Prasetiyo Anggara Trisna Nugraha Anita Miftahul Maghfiroh Ardianto, Refi Ariswati, Her Gumiwang Arnadi Arnadi, Arnadi Auliya, Rizki Azizah, Wafiq Nur Bagus Sumargo, Bagus Bambang Guruh Irianto Budiaman, Budiaman Budianto, Erwin Cahya Nugraha, Priyambada Clara, Evy Dian Pratiwi Dyah Titisari, Dyah Endro Yulianto Fahrudin Y., Muhamad Fauzy, Ahmad Framono, Muhamad Dwi Gopal, Ram Gupta, Sandeep Kumar Hamzah, Torib Henriawan, Desan Huynh, and Phuoc-Hai Huynh, Phuoc-Hai Ifrani, Ifrani Is Mardianto, Is Isfahani, Ghina Jannah, Nikmatul Jannah, Siti Rohmatul Joko Riyono Jubaidah, Ida Julieta, Divani KHOLIQ, ABD. Kurniawan, Rifqi Lamidi, Lamidi Lawal, Kamilu O. Liliek Soetjiatie Luvi Antari, Luvi Mahyuni Mahyuni Marlita, Tiara Maulani, Salsabilla Kusuma Misra, Shubhrojit Mohammad Khasan Muhammad Kashif, Muhammad Mujahid, Muhammad Umer Farooq Murti, Roso Mutiara Umi, Olga Nabiel, Muhammad Nabilah Putri, Fitria Nike Astiswijaya Nugroho, Yoga Dwi Octantri, YB. Rischa Via Oviana, Rena Pramudia, Henrikus Pudji, Andjar Pujiastuti, Christina Eni Puput Ariyanti Purnama, Benni Putra, Aria Putri, Fitria Nabilah Ragimova, Nazila Rahim, Rika Ratna Indriawati, Ratna Rieno Septra Nery Riswandhani, Ingga Ariestya Robert Kurniawan, Robert Rofi’i, Mohammad Rohana, Melda Amelia Rohman Rohman Rukmiasih Rukmiasih Santoso, Clarissa Grace Saumur, Amanan Soleman Septiana, Silvi Dwi Setia Budi Sitorus, Agnes Vera Yanti Sofyan, Mochammad Sri Widawati Suliasih Suliasih Supriyadi Supriyadi Suzana, Anna Triana Rahmawati Utomo, Bedjo Wahyuni, Krismanti Tri Wakidi, Levana Forra Yoga Yuniadi Yosy Arisandy Zalelawati, Sri