The Integrated Marketing Strategy in the Digital Age: Aligning Online and Offline Channels - Anton, Nurfadillah; Alwansyah, A; Nurdin, Edil; Junaedi, Junaedi; Cahyadi , M. Indra (Southeast Asia Journal of Business, Accounting, and Entrepreneurship, 2023)
Dalam era digital yang terus berkembang, pentingnya menyelaraskan kanalpemasaran online dan offline menjadi krusial bagi keberhasilan strategi pemasaran terintegrasi. Penelitian ini mengeksplorasi implementasi Strategi Pemasaran Terintegrasi yang mencakup penyelarasan kanal online dan offline dalam lingkungan bisnis saat ini. Melalui studi kasus dan analisis kualitatif, data dikumpulkan dari berbagai sumber termasuk wawancara, observasi, sertatinjauan literatur yang mendalam.Hasil penelitian menunjukkan bahwa integrasikanal pemasaran online dan offline memberikan keunggulan kompetitif yang signifikan bagi perusahaan. Penyelarasan kanal tersebut tidak hanyameningkatkan jangkauan dan interaksi dengan konsumen, tetapi juga memberikan kesinambungan pengalaman pelanggan antara dunia digital dan dunia nyata. Strategi yang efektif dalam mengintegrasikan berbagai kanalpemasaran telah memberikan kontribusi positif dalam peningkatan kesadaranmerek, penjualan, dan loyalitas pelanggan. In the ever-evolving digital age, the importance of aligning online and offline marketing channels is crucial to the success of an integrated marketing strategy. This research explores the implementation of an Integrated Marketing Strategy that includes aligning online and offline channels in the current business environment. Through a case study and qualitative analysis, data was collected from various sources including interviews, observations, and an in-depth literature review. The results show that integrating online and offline marketing provides a significant competitive advantage for companies. Such channel alignment not only increases reach and interaction with consumers, but also provides continuity of customer experience between the digital and real worlds. An effective strategy in integrating various marketing channels has made a positive contribution in increasing brand awareness, sales, and customer loyalty.