Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Wan Repli
Universitas Riau Kepulauan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
BEYOND THE CAMPAIGN: MANAGING MARKETING AS A CONTINUOUS CUSTOMER CONVERSATION Wan Repli; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v6i1.4783

Abstract

In the digital era, the traditional campaign-based marketing model is increasingly misaligned with the perpetual, always-on nature of consumer engagement. This research addresses the strategic shift required to move from episodic campaigns towards managing marketing as a continuous, data-driven conversation with the customer. The objective was to identify the operational and cultural frameworks that enable organizations to sustain meaningful dialogue across the entire customer lifecycle. A qualitative methodology was employed, utilizing semi-structured interviews with twenty-five senior marketing leaders from digitally mature organizations and a thematic analysis of internal strategy documents. The results reveal that successful transition hinges on three pillars: an agile, content-led engagement strategy; an integrated technology stack enabling real-time interaction management; and an organizational culture that prioritizes customer listening and iterative learning over rigid campaign calendars. The discussion emphasizes that this approach fosters greater brand relevance, improves customer lifetime value, and drives more efficient resource allocation. In conclusion, managing marketing as a continuous conversation is not merely a tactical change but a fundamental strategic reorientation, demanding new capabilities, metrics, and leadership mindsets to thrive in a perpetually connected marketplace.
Co-Authors Dahrul Aman Harahap Lukmanul Hakim