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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Dahrul Aman Harahap
Universitas Riau Kepulauan, Indonesia
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

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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.
FROM CLICKS TO CUSTOMERS: MANAGING THE FULL FUNNEL FOR SUSTAINABLE GROWTH Sarjani; 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.v6i1.4825

Abstract

In the digital marketing landscape, a pervasive focus on top-funnel metrics like clicks and impressions often neglects downstream conversion and retention, leading to inefficient spend and unsustainable growth. This study addresses the critical need for an integrated, full-funnel management strategy that aligns marketing activities with long-term customer value. The objective is to demonstrate how a holistic funnel approach, from awareness to advocacy, enhances customer acquisition cost (CAC) efficiency and lifetime value (LTV). Employing a mixed-methodology approach, the research analyzed performance data from a multi-brand portfolio over 18 months and conducted in-depth interviews with marketing executives. The results indicate that organizations implementing integrated funnel management achieved a 24% improvement in CAC and a 35% increase in customer retention rates. The discussion highlights the importance of data integration, cross-channel orchestration, and aligning KPIs across funnel stages. It is concluded that sustainable growth is contingent on shifting from isolated campaign tactics to a cohesive, customer-centric funnel strategy, ensuring marketing efforts contribute directly to enduring business health.
AGILE MARKETING: HOW TO MANAGE TEAMS AND STRATEGIES IN A FAST-CHANGING LANDSCAPE Puji Rahayu; 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.v6i1.4826

Abstract

In an era defined by rapid technological change and shifting consumer behavior, traditional, rigid marketing planning cycles are increasingly inadequate. This study investigates the application of Agile methodologies, originating in software development, to marketing management to enhance team responsiveness and strategic adaptability. The objective is to identify the core principles, implementation frameworks, and organizational conditions necessary for successful Agile marketing adoption. Employing a qualitative multi-case study methodology, the research conducted semi-structured interviews with 42 marketing practitioners and leaders across eight organizations of varying sizes and industries. The results delineate a spectrum of Agile adoption, from basic tactical practices like daily stand-ups to fully embedded cultural transformations. Key findings highlight that successful implementation hinges on psychological safety, decentralized decision-making, and a shift from campaign-based to continuous value delivery. The discussion explores the tension between Agile flexibility and brand consistency, and the evolution of leadership roles from commanders to facilitators. It is concluded that Agile marketing is less a prescriptive toolkit and more a mindset essential for navigating volatility, enabling teams to learn rapidly, pivot efficiently, and sustain relevance in a dynamic marketplace. Keywords: Agile marketing, adaptive strategy, cross-functional teams, iterative planning, marketing agility.
THE ROI REVOLUTION: MOVING BEYOND VANITY METRICS TO MANAGE WHAT TRULY MATTERS Yuliansisti; 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.v6i1.4829

Abstract

The digital marketing era ushered in an unprecedented volume of data, yet many organizations remain mired in measuring superficial engagement metrics that fail to correlate with business value. This study examines the critical shift from vanity metrics to a value-centric measurement framework that accurately captures marketing's contribution to financial outcomes. The objective is to identify the key components, implementation challenges, and organizational impacts of a true Return on Investment (ROI) management system. Employing a mixed-methods approach, the research analyzed financial and marketing data from 12 companies alongside in-depth interviews with 30 CFOs, CMOs, and marketing analysts. The results reveal that companies implementing value-based metrics achieved a 28% improvement in marketing efficiency and stronger alignment between marketing and finance. The discussion centers on the evolution from last-click attribution to unified measurement models, the cultural shift required to deprioritize vanity metrics, and the role of predictive analytics. It is concluded that a revolution in marketing measurement is essential, moving beyond clicks and likes to manage metrics that directly influence customer lifetime value and profit, thereby securing marketing's strategic role.
CONTENT AS A GROWTH ENGINE: MANAGING STRATEGY, PRODUCTION, AND DISTRIBUTION AT SCALE Erlina Desi Purwanti; 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.v6i1.4830

Abstract

In the digital economy, content has evolved from a marketing tactic to a core driver of customer acquisition, engagement, and revenue. However, scaling content operations effectively presents significant strategic and operational challenges. This study investigates how organizations can systematically manage content as a scalable growth engine. The objective is to develop an integrated framework for aligning content strategy with business objectives, optimizing production workflows, and mastering multi-channel distribution. Employing a qualitative multiple case study methodology, the research analyzed in-depth interviews with 38 content leaders and practitioners across seven high-growth companies. The results identify three critical pillars: a documented strategic "content architecture," industrialized yet agile production processes, and a data-informed, omnichannel distribution model. The discussion reveals that successful scaling requires a shift from project-based creation to a product management mindset, supported by cross-functional teams and robust technology infrastructure. It is concluded that treating content as a perpetual growth engine demands strategic orchestration across the entire lifecycle, transforming content from a cost center into a measurable, scalable asset that fuels sustainable business expansion.
MASTERING THE MIX: A MODERN GUIDE TO BUDGETING AND MANAGING MULTI-CHANNEL MARKETING Bhayu Bomantara; 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.v6i1.4831

Abstract

In an era of channel proliferation and complex customer journeys, determining the optimal allocation of marketing budgets across diverse platforms has become a central strategic challenge. This study examines the contemporary practices and analytical frameworks for budgeting and managing multi-channel marketing to maximize return on investment. The objective is to develop an integrated model for dynamic budget allocation, cross-channel performance measurement, and agile management in a fragmented media landscape. Employing a mixed-methods approach, the research analyzed financial data from 15 enterprises and conducted 45 interviews with marketing and finance executives. The results reveal that organizations utilizing a test-learn-allocate cycle, supported by unified measurement and agile processes, achieved 22% higher marketing efficiency than those relying on historical allocation. The discussion focuses on the shift from fixed annual budgets to flexible investment frameworks, the critical role of incrementality testing, and the organizational structures that enable effective multi-channel orchestration. It is concluded that mastering the modern marketing mix requires abandoning siloed channel management in favor of a holistic, data-driven, and continuously optimizing approach to resource allocation.
THE DATA-DRIVEN MARKETER: MANAGING CAMPAIGNS WITH ANALYTICS AND AI INSIGHTS Sri Andika; 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.v6i1.4833

Abstract

The proliferation of data and artificial intelligence promises unprecedented precision in marketing, yet many organizations struggle to translate these resources into improved campaign performance and decision-making. This study investigates the practices and competencies that define the effective data-driven marketer in the age of AI. The objective is to develop a framework for integrating analytics and AI insights into the core processes of campaign strategy, execution, and optimization. Employing a mixed-methods approach, the research combined a survey of 250 marketing professionals with in-depth interviews with 30 analytics leaders and marketing practitioners. The results identify a three-tiered maturity model, highlighting the critical transition from descriptive reporting to predictive and prescriptive analytics, enabled by AI. The discussion focuses on the necessary skill evolution, organizational structures that bridge data and marketing teams, and the ethical governance of AI-driven decisions. It is concluded that becoming truly data-driven requires a fundamental shift in mindset, where analytics and AI are not support functions but the central nervous system of marketing, enabling agile, evidence-based management of the entire campaign lifecycle.
Co-Authors Bhayu Bomantara Erlina Desi Purwanti Lukmanul Hakim Lukmanul Hakim Puji Rahayu Sarjani Sri Andika Wan Repli Yuliansisti