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All Journal Dinasti International Journal of Education Management and Social Science
Yenni Kurnia Gusti
STIE Widya Wiwaha, Yogyakarta, Indonesia
Education

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Marketing Management Innovations: Unraveling the Interplay of Brand Positioning, Market Segmentation, and Consumer Engagement Tirta Mulyadi; PA Andiena Nindya Putri; Rosento Rosento; Yenni Kurnia Gusti; Sabil Sabil
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 3 (2024): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i3.2394

Abstract

In the dynamic landscape of modern marketing, innovative strategies are essential for businesses to thrive. This article delves into the intricate interplay between brand positioning, market segmentation, and consumer engagement within the realm of marketing management. Brand positioning forms the cornerstone of effective marketing, defining how a brand is perceived in the minds of consumers relative to competitors. Market segmentation further refines this process by dividing heterogeneous markets into distinct groups with similar needs and preferences. By understanding these segments, marketers can tailor their strategies to resonate with specific consumer demographics. However, in the digital age, consumer engagement has emerged as a critical factor driving marketing success. Engaging consumers goes beyond traditional advertising; it involves creating meaningful interactions and fostering relationships through various channels, including social media, content marketing, and experiential events. The synergy among brand positioning, market segmentation, and consumer engagement is paramount for achieving sustainable competitive advantage and fostering brand loyalty in today's hypercompetitive markets. This article explores how innovative approaches in marketing management leverage the intricate connections between brand positioning, market segmentation, and consumer engagement to drive business growth and cultivate enduring relationships with consumers.
Digital Marketing Trends and Their Effectiveness in Reaching Gen Z Consumers PA Andiena Nindya Putri; Yenni Kurnia Gusti; Loso Judijanto; Renny Lubis; Bekti Utomo
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 1 (2024): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i1.3338

Abstract

In the evolving landscape of digital marketing, understanding the preferences and behaviors of Generation Z (Gen Z) is crucial for businesses aiming to engage this tech-savvy demographic. This article conducts a comprehensive literature review to explore current digital marketing trends and assess their effectiveness in reaching Gen Z consumers. Drawing from a wide array of sources, the study examines key trends such as social media marketing, influencer collaborations, personalized content, and interactive experiences. The review highlights that Gen Z values authenticity, immediacy, and interactivity, with platforms like TikTok, Instagram, and YouTube playing pivotal roles in their digital consumption. Additionally, the article discusses the importance of mobile optimization and the growing influence of ephemeral content in capturing Gen Z's short attention span. The findings suggest that marketers must adopt a multi-faceted approach, leveraging data analytics and real-time engagement strategies to resonate with this dynamic cohort. This review provides valuable insights for marketers seeking to refine their digital strategies and build meaningful connections with Gen Z consumers.
Co-Authors Bekti Utomo Loso Judijanto PA Andiena Nindya Putri PA Andiena Nindya Putri Renny Lubis Rosento Rosento Sabil Sabil Tirta Mulyadi