Analisis Pemasaran Dalam Era Digital : Tantangan Dan Peluang

Allya Ega Annisa Hutauruk
Selvia Santa Maria Siallagan
lidya Mutiara Hutasoit
Aurora Elise Putriku
Lenti Susana Saragih

Akuntansi: Jurnal Riset Ilmu Akuntansi
Vol. 3 No. 2 (2024): Juni: Jurnal Riset Ilmu Akuntansi

Marketing in the digital era has presented new challenges and opportunities for marketing practitioners. These challenges include managing complex consumer data, increasingly fierce competition in the digital realm, and rapid changes in consumer behavior. However, amidst these challenges there are also opportunities to optimize the use of technology and digital platforms to increase marketing effectiveness, expand market reach and strengthen interactions with consumers. This article will discuss several key challenges faced by marketing practitioners in the digital era as well as opportunities that can be utilized to overcome these challenges.