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All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Henny Noviany
Universitas An Nasher
Economics, Econometrics & Finance

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STRATEGIC ANALYSIS OF DIGITAL MARKETING IN THE ERA OF BIG DATA AND ARTIFICIAL INTELLIGENCE: A SYSTEMATIC LITERATURE REVIEW ON CONSUMER PERSONALISATION, OMNICHANNEL OPTIMISATION, AND MACHINE LEARNING ALGORITHM ADAPTATION TO INCREASE SALES CONVERSIONS Henny Noviany; Listya Endang Artiani; Syahgirindra Ardya Rasendriya
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 8 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

The rapid advancement of big data and artificial intelligence (AI) technologies has significantly transformed digital marketing strategies, enabling firms to enhance customer engagement and improve sales conversion performance. This study aims to analyze strategic developments in digital marketing through a systematic literature review focusing on consumer personalization, omnichannel optimization, and the adaptation of machine learning algorithms. Using a qualitative library research approach, relevant academic publications indexed in reputable databases were systematically reviewed to synthesize current knowledge and identify emerging research trends. The findings indicate that AI-driven personalization improves the customer experience and purchase intention, while omnichannel integration enhances consistency in the customer journey across multiple platforms. Additionally, adaptive machine learning algorithms support data-driven marketing decisions that optimize campaign performance and conversion outcomes. However, challenges related to data privacy, technological integration, and strategic alignment remain significant concerns. This study contributes by providing an integrated strategic perspective that consolidates fragmented literature and proposes directions for future research in intelligent digital marketing ecosystems.
INTEGRATION OF MARKET RESEARCH AND SWOT ANALYSIS IN FORMULATING ADAPTIVE BUSINESS STRATEGIES IN RESPONSE TO TECHNOLOGICAL DISRUPTION, COMPETITIVE INTENSITY, AND GOVERNMENT REGULATORY DYNAMICS IN THE DIGITAL ECONOMY ERA: A SYSTEMATIC LITERATURE REVIEW Exa Alief Fairuzzabadi Sahl; Henny Noviany; Al Amin
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 8 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

The rapid development of the digital economy has created new strategic challenges for businesses, driven by technological disruption, intensifying competition, and evolving government regulations. This study aims to analyze the integration of market research and SWOT analysis in formulating adaptive business strategies using a systematic literature review. Using a qualitative library research method, relevant academic publications indexed in reputable databases were systematically reviewed to synthesize current knowledge and identify research gaps in adaptive strategy development. The findings indicate that data-driven market research enhances an organization's understanding of market dynamics, while SWOT analysis helps firms evaluate internal and external strategic factors. The integration of these approaches supports more flexible and responsive business strategies, enabling firms to maintain competitiveness and sustainability in rapidly changing digital environments. This study contributes by proposing an integrative perspective that bridges fragmented strands of the strategic management literature and offers recommendations for future research on adaptive strategy formulation in digital economies.
Co-Authors Al Amin Exa Alief Fairuzzabadi Sahl Listya Endang Artiani Syahgirindra Ardya Rasendriya