Understanding Management Marketing in Digitalization and Automation Times
DOI:
https://doi.org/10.24269/ekuilibrium.v17i2.2022.pp110-121Abstract This study discusses some of the latest trends in business marketing governance in the era of Automation by emphasizing what is happening in business today compared to the past. This study is based on published data in the literature and internet-based data from various research articles, newspaper reports, and various website sites that actively discuss marketing trend issues in digital technology days. We understand that the business now and in the past still have the same goal, but what makes the difference is the marketing work system that used to be conventional but has now switched to digital, namely by optimizing internet searches that are based on marketing objectives, all marketing content and all information related to trading electronics became the main discussion to get an understanding of marketing management governance in the era of all-technology. We then studied the electronic data search method carefully and concluded that the point was that we got the findings as an answer to this royal question reported qualitatively. Based on the data exposure and discussion, we can inform the audience that today's business managers must understand how to influence consumers to win marketing by minimizing marketing costs so that companies get profits and their business continuity. Thus, it is hoped that this study will obtain results helpful in developing business marketing science in the digital era compared to traditional marketing techniques.
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References
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Lerch, C., & Gotsch, M. (2015). Digitalized Product-Service Systems in Manufacturing Firms: a Case Study Analysis. Research-Technology Management, 58(5), 45–52. https://doi.org/10.5437/08956308X5805357
Lyu, J. (2021). Will Marketing Automation Encourage Repurchase Intention through Enhancing Brand Experience? an Empirical Study of Omni-Channel Retailing in China. Dalam Ã. Rocha, J. L. Reis, M. K. Peter, R. Cayolla, S. Loureiro, & Z. Bogdanović (Ed.), Marketing and Smart Technologies (hlm. 401–412). Springer. https://doi.org/10.1007/978-981-33-4183-8_32
Makkulau, A., Hamzah, D., & Laba, R. (2017). Analisis Strategi Bisnis dalam Meningkatkan Market Share dengan menggunakan Pendekatan Analisis Business Model Canvas (BMC) dan SWOT Analysis pada PT Semen Tonasa. Jurnal Bisnis, Manajemen dan Informatika, 149–159.
Mandal, P., & Joshi, N. (2017). Understanding Digital Marketing Strategy. International Journal of Scientific Research and Management, 5(6), 5428–5431.
McGruer, D. (2020). Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. John Wiley & Sons.
Miller, T., Birch, M., Mauthner, M., & Jessop, J. (2012). Ethics in Qualitative Research. SAGE.
Mrohs, A. (2021). Marketing Automation: Defining the Organizational Framework. Dalam U. G. Seebacher (Ed.), B2B Marketing: A Guidebook for the Classroom to the Boardroom (hlm. 211–227). Springer International Publishing. https://doi.org/10.1007/978-3-030-54292-4_8
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Oesterreich, T. D., & Teuteberg, F. (2016). Understanding the Implications of Digitisation and Automation in the Context of Industry 4.0: A Triangulation Approach and Elements of a Research Agenda for the Construction Industry. Computers in Industry, 83, 121–139. https://doi.org/10.1016/j.compind.2016.09.006
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Parvez, S. J., Moyeenudin, H. M., Arun, S., Anandan, R., & Janahan, S. K. (2018). Digital Marketing in Hotel Industry. International Journal of Engineering & Technology, 7(2.21), 288–290.
Pol, M. (2019). Marketing Automation in B2B Services as a Necessary Form in Acquiring a Contemporary Client. Problemy Zarządzania, 17(5 (85)), 74–88.
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Rae, T. (2016). The effect of Marketing Automation on Customer Experience. https://aaltodoc.aalto.fi:443/handle/123456789/27676
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Sasu, C., & Ichim, D. (2016). Qualitative Analysis of the Digital Marketing Influence on the Behaviour of the Organizational Consumer. Management (18544223), 11(2).
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Todor, R. D. (2017). Promotion and Communication Through E-mail Marketing Campaigns. Bulletin of the “Transilvania†University of Brasov, 10(59), 61–66.
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Zumstein, D., Oswald, C., Gasser, M., Lutz, R., & Schoepf, A. (2021). Marketing Automation Report 2021: Lead Generation and Lead Qualification Through Data-Driven Marketing in B2B.
Bhimani, A., & Willcocks, L. (2014). Digitisation, ‘Big Data’ and the Transformation of Accounting Information. Accounting and Business Research, 44(4), 469–490. https://doi.org/10.1080/00014788.2014.910051
Carter, C. R., Hatton, M. R., Wu, C., & Chen, X. (2019). Sustainable Supply Chain Management: Continuing Evolution and Future Directions. International Journal of Physical Distribution & Logistics Management, 50(1), 122–146. https://doi.org/10.1108/IJPDLM-02-2019-0056
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5 ed.). Routledge. https://doi.org/10.4324/9781315640341
Cluley, R., Green, W., & Owen, R. (2020). The Changing Role of the Marketing Researcher in the Age of Digital Technology: Practitioner Perspectives on the Digitization of Marketing Research. International Journal of Market Research, 62(1), 27–42. https://doi.org/10.1177/1470785319865129
Diamond, S. (2019). Digital Marketing All-in-One for Dummies. John Wiley & Sons.
Dinu, D. M., Radu, A., & Văduva, L. (2020). Using Marketing Automation Platforms to Enhance Customer Experience during his Buying Journey. 32nd EBES Conference, 1106.
Fernandes, T., & Oliveira, E. (2021). Understanding Consumers’ Acceptance of Automated Technologies in Service Encounters: Drivers of Digital Voice Assistants Adoption. Journal of Business Research, 122, 180–191. https://doi.org/10.1016/j.jbusres.2020.08.058
Gentsch, P. (2018). AlI in Marketing, Sales and Service: How Marketers without a Data Science Degree can use AI, Big Data and Bots. Springer.
Heimbach, I., Kostyra, D. S., & Hinz, O. (2015). Marketing Automation. Business & Information Systems Engineering, 57(2), 129–133. https://doi.org/10.1007/s12599-015-0370-8
Hutt, M. D., & Speh, T. W. (2021). Business marketing management: B2B. South-Western, Cengage Learning.
Irina, I. (2016). What is Marketing Automation and How Could it be used for Business? Anuarul Institutului de Cercetari Economice" Gheorghe Zane"-Iasi, 25(1), 11.
IšoraitĖ, M. (2020). Digital Marketing Features. Int. J. Trend Sci. Res. Dev., 5, 5–8.
Järvinen, J., & Taiminen, H. (2016). Harnessing Marketing Automation for B2B Content Marketing. Industrial Marketing Management, 54, 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002
Key, T. M., & Keel, A. L. (2020). How Executives Talk: Exploring Marketing Executive Value Articulation with Computerized Text Analysis. European Journal of Marketing, 54(3), 546–569. https://doi.org/10.1108/EJM-01-2019-0105
Kim, T.-H., Cho, K.-S., Lee, E. K., Lee, S. J., Chae, J., Kim, J. W., Kim, D. H., Kwon, J.-Y., Amaratunga, G., Lee, S. Y., Choi, B. L., Kuk, Y., Kim, J. M., & Kim, K. (2011). Full-Colour Quantum dot Displays Fabricated by Transfer Printing. Nature Photonics, 5(3), 176–182. https://doi.org/10.1038/nphoton.2011.12
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons.
Legner, C., Eymann, T., Hess, T., Matt, C., Böhmann, T., Drews, P., Mädche, A., Urbach, N., & Ahlemann, F. (2017). Digitalization: Opportunity and Challenge for the Business and Information Systems Engineering Community. Business & Information Systems Engineering, 59(4), 301–308. https://doi.org/10.1007/s12599-017-0484-2
Leonow, A. I., Koniagina, M. N., Petrova, S. V., Grunt, E. V., Kerimkhulle, S. Y., & Shubaeva, V. G. (2019). Application of Information Technologies in Marketing: Experience of developing countries. Revista ESPACIOS, 40(38). https://www.revistaespacios.com/a19v40n38/19403824.html
Lerch, C., & Gotsch, M. (2015). Digitalized Product-Service Systems in Manufacturing Firms: a Case Study Analysis. Research-Technology Management, 58(5), 45–52. https://doi.org/10.5437/08956308X5805357
Lyu, J. (2021). Will Marketing Automation Encourage Repurchase Intention through Enhancing Brand Experience? an Empirical Study of Omni-Channel Retailing in China. Dalam Ã. Rocha, J. L. Reis, M. K. Peter, R. Cayolla, S. Loureiro, & Z. Bogdanović (Ed.), Marketing and Smart Technologies (hlm. 401–412). Springer. https://doi.org/10.1007/978-981-33-4183-8_32
Makkulau, A., Hamzah, D., & Laba, R. (2017). Analisis Strategi Bisnis dalam Meningkatkan Market Share dengan menggunakan Pendekatan Analisis Business Model Canvas (BMC) dan SWOT Analysis pada PT Semen Tonasa. Jurnal Bisnis, Manajemen dan Informatika, 149–159.
Mandal, P., & Joshi, N. (2017). Understanding Digital Marketing Strategy. International Journal of Scientific Research and Management, 5(6), 5428–5431.
McGruer, D. (2020). Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. John Wiley & Sons.
Miller, T., Birch, M., Mauthner, M., & Jessop, J. (2012). Ethics in Qualitative Research. SAGE.
Mrohs, A. (2021). Marketing Automation: Defining the Organizational Framework. Dalam U. G. Seebacher (Ed.), B2B Marketing: A Guidebook for the Classroom to the Boardroom (hlm. 211–227). Springer International Publishing. https://doi.org/10.1007/978-3-030-54292-4_8
Mustaqfirotunnisa, A., & Susilo, A. (2021). Implementasi Digital Marketing pada Pelaku Bisnis Online Mahasiswa (Studi Mahasiswa Universitas Muhammadiyah Surakarta dan Institut Agama Islam Negeri Surakarta) [S1, Universitas Muhammadiyah Surakarta]. https://doi.org/10/10/SURAT%20PERNYATAAN%20PUBLIKASI%20ILMIAH%20%282%29.pdf
Noble, H., & Smith, J. (2014). Qualitative Data Analysis: A Practical Example. Evidence-Based Nursing, 17(1), 2–3.
Oesterreich, T. D., & Teuteberg, F. (2016). Understanding the Implications of Digitisation and Automation in the Context of Industry 4.0: A Triangulation Approach and Elements of a Research Agenda for the Construction Industry. Computers in Industry, 83, 121–139. https://doi.org/10.1016/j.compind.2016.09.006
Parekh, D., Kapupara, P., & Shah, K. (2016). Digital Pharmaceutical Marketing: a Review. Research Journal of pharmacy and technology, 9(1), 108.
Parvez, S. J., Moyeenudin, H. M., Arun, S., Anandan, R., & Janahan, S. K. (2018). Digital Marketing in Hotel Industry. International Journal of Engineering & Technology, 7(2.21), 288–290.
Pol, M. (2019). Marketing Automation in B2B Services as a Necessary Form in Acquiring a Contemporary Client. Problemy Zarządzania, 17(5 (85)), 74–88.
Pradhan, P., Nigam, D., & Ck, T. (2018). Digital Marketing and SMES: An Identification of Research Gap via Archives of Past Research. Journal of Internet Banking and Commerce, 23(1), 1–14.
Prahalathan, G., Babu, S. K., & Praveena, H. D. (2021). Digitalization and Automation in Agriculture Industry. Dalam Innovations in the Industrial Internet of Things (IIoT) and Smart Factory (hlm. 205–216). IGI Global.
Purnomo, H. (2021). Software Trends in Improving Local Tourism Product Marketing in Indonesia: A Systematic Review. International Journal of Business, Economics and Management, 4(1), 77–84. https://doi.org/10.31295/ijbem.v4n1.1050
Rae, T. (2016). The effect of Marketing Automation on Customer Experience. https://aaltodoc.aalto.fi:443/handle/123456789/27676
Ratia, M., Myllärniemi, J., & Helander, N. (2018). Robotic Process Automation—Creating Value by Digitalizing Work in the Private Healthcare? Proceedings of the 22nd International Academic Mindtrek Conference, 222–227. https://doi.org/10.1145/3275116.3275129
Rodrigues, D., & Martinez, L. F. (2020). The Influence of Digital Marketing on Recruitment Effectiveness: A Qualitative Study. European Journal of Management Studies, 25(1), 23–44. https://doi.org/10.1108/EJMS-09-2020-002
Sasu, C., & Ichim, D. (2016). Qualitative Analysis of the Digital Marketing Influence on the Behaviour of the Organizational Consumer. Management (18544223), 11(2).
Sestino, A., Prete, M. I., Piper, L., & Guido, G. (2020). Internet of Things and Big Data as Enablers for Business Digitalization Strategies. Technovation, 98, 102173. https://doi.org/10.1016/j.technovation.2020.102173
Silva, S. C., Corbo, L., VlaÄić, B., & Fernandes, M. (2021). Marketing Accountability and Marketing Automation: Evidence from Portugal. EuroMed Journal of Business, ahead-of-print(ahead-of-print). https://doi.org/10.1108/EMJB-11-2020-0117
Todor, R. D. (2017). Promotion and Communication Through E-mail Marketing Campaigns. Bulletin of the “Transilvania†University of Brasov, 10(59), 61–66.
Urbach, N., & Röglinger, M. (2019). Introduction to Digitalization Cases: How Organizations Rethink Their Business for the Digital Age. Dalam N. Urbach & M. Röglinger (Ed.), Digitalization Cases: How Organizations Rethink Their Business for the Digital Age (hlm. 1–12). Springer International Publishing. https://doi.org/10.1007/978-3-319-95273-4_1
Veleva, S. S., & Tsvetanova, A. I. (2020). Characteristics of the Digital Marketing Advantages and Disadvantages. IOP Conference Series: Materials Science and Engineering, 940(1), 012065. https://doi.org/10.1088/1757-899X/940/1/012065
Zumstein, D., Oswald, C., Gasser, M., Lutz, R., & Schoepf, A. (2021). Marketing Automation Report 2021: Lead Generation and Lead Qualification Through Data-Driven Marketing in B2B.
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Published
2022-09-19
How to Cite
Rudianto, R., Misrofingah, M., Prayoga, D., Juliana, J., Al Sukri, S., & Pong, K. S. (2022). Understanding Management Marketing in Digitalization and Automation Times. Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi, 17(2), 110–121. https://doi.org/10.24269/ekuilibrium.v17i2.2022.pp110-121
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