Article Per Year (5 Year)
p-Index From 2020 - 2025
1.857
P-Index
This Author published in this journals
All Journal Edu-Ling: Journal of English Education and Linguistics PROFICIO: Jurnal Pengabdian Masyarakat Dikdimas : Jurnal Pengabdian Kepada Masyarakat Al-Qalam: Jurnal Ilmiah Pendidikan Islam International Journal of Business, Marketing, Economics & Leadership
Siti Masitah
Universitas Prof. Dr. Hazairin, SH
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Social Sciences Other

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
Market Segmentation and Advertising Strategy in the Digital Age: A Qualitative Analysis of the Impact of Imperfect Targeting Masitah, Siti; Ruslaini
International Journal of Business, Marketing, Economics & Leadership (IJBMEL) Vol. 1 No. 3 (2024): August : International Journal of Business, Marketing, Economics & Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbmel.v1i3.298

Abstract

This study examines the impact of imperfect targeting on market segmentation and digital advertising strategies through a qualitative literature review. In the rapidly evolving digital era, consumer targeting accuracy has become a major challenge, especially with increasing data privacy regulations such as the GDPR. The study reveals that inaccurate targeting can reduce advertising effectiveness and intensify competition among companies to capture high-value consumers. Additionally, technological and regulatory barriers often hinder the achievement of optimal results in data-driven marketing strategies. However, technological innovations such as artificial intelligence (AI) and machine learning have the potential to improve targeting accuracy, thereby enhancing the outcomes of advertising campaigns. This research also highlights the need for balancing targeting efficiency with compliance to privacy regulations, as well as adopting more adaptive, value-based marketing approaches to foster long-term consumer relationships. These findings offer crucial insights for companies in devising advertising strategies within the dynamic and complex digital landscape.
Co-Authors Ade Titin Sumarni Febrilia Syarayani Firdaus, Muhammad Alif Friang Br. Haloho Lisa Rakhmanina Lisa Rakhmanina Marita, Yosi Marvin Doma Daveri Melati Melati Melati Melati Melati Melati Rakhmanina, Lisa Ruslaini, Ruslaini Septiansyah, Rendra Fadly Utami, Elva Yuneva, Yuneva