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Vol. 1 No. 1 (2022): International Transactions on Artificial Intelligence

Issue Published : November 30, 2022
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Managing Digital Transformation in Marketing: "Fusion of Traditional Marketing and Digital Marketing"

https://doi.org/10.34306/italic.v1i1.86
Ankur Singh Bist
Graphic Era Hill University Bhimtal Campus
Vertika Agarwal
Graphic Era Hill University Bhimtal Campus
Qurotul Aini
University of Raharja
Nimatul Khofifah
University of Raharja

Corresponding Author(s) : Nimatul Khofifah

[email protected]

International Transactions on Artificial Intelligence, Vol. 1 No. 1 (2022): International Transactions on Artificial Intelligence
Article Published : November 24, 2022

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Abstract

This paper aims to go deeper into how a firm executes digital transformation in marketing. The experiences discussed in this article will give insight from a business practice standpoint. The difficulties encountered and the solutions proposed will broaden knowledge and inspire additional research. This paper employs a qualitative technique, with one of Indonesia's significant telecommunications companies serving as the primary case study. Semi-structured interviews were used in this study, with 25 interviews conducted at the senior management level. As a result, this organization is developing digital transformation through digital and traditional marketing. A big challenge is focusing on existing consumers through conventional marketing while reaching out to additional customers through digital marketing. One of the aspects to consider while designing digital technology is the digital divide in some nations.

Keywords

Digital Marketing Management Transformation Green Technology Artificial Intelligence

Full Article

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References
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  2. Busca L, Bertrandias L. A framework for digital marketing research: investigating the four cultural eras of digital marketing. Journal of Interactive Marketing. 2020 Feb 1;49:1-9.
  3. Warokka A, Sjahruddin H, Sriyanto S, Noerhartati E, Saddhono K. Digital marketing support and business development using online marketing tools: An experimental analysis. International Journal of Psychosocial Rehabilitation. 2020 Jan 1;24(1):1181-8.
  4. Behera RK, Gunasekaran A, Gupta S, Kamboj S, Bala PK. Personalized digital marketing recommender engine. Journal of Retailing and Consumer Services. 2020 Mar 1;53:101799.
  5. Saura JR. Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge. 2021 Apr 1;6(2):92-102.
  6. Hofacker C, Golgeci I, Pillai KG, Gligor DM. Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future. European Journal of Marketing. 2020 May 19.
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  12. Gelfand JM, Armstrong AW, Bell S, Anesi GL, Blauvelt A, Calabrese C, Dommasch ED, Feldman SR, Gladman D, Kircik L, Lebwohl M. National Psoriasis Foundation COVID-19 Task Force guidance for management of psoriatic disease during the pandemic: Version 2—Advances in psoriatic disease management, COVID-19 vaccines, and COVID-19 treatments. Journal of the American Academy of Dermatology. 2021 May 1;84(5):1254-68.
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  23. Feroz AK, Zo H, Chiravuri A. Digital transformation and environmental sustainability: A review and research agenda. Sustainability. 2021 Jan;13(3):1530.
  24. M. W. Akira, H. Haritsah, A. Zulfia, and E. Prajatelistia, “Mechanical and tribological properties of nano-sized al2o3 particles on adc12 alloy composites with strontium modifier produced by stir casting method,” ADI Journal on Recent Innovation, vol. 3, no. 1, pp. 9–20, 2021.
  25. M. Azmi, M. S. Shihab, D. Rustiana, D. P. Lazirkha et al., “The effect of advertising, sales promotion, and brand image on repurchasing intention (study on shopee users),” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 2, pp. 76–85, 2022.
  26. Ikram M, Ferasso M, Sroufe R, Zhang Q. Assessing green technology indicators for cleaner production and sustainable investments in a developing country context. Journal of Cleaner Production. 2021 Nov 1;322:129090.
  27. Nguyen HT, Hoang TG, Nguyen LQ, Le HP, Mai HX. Green technology transfer in a developing country: Mainstream practitioner views. International Journal of Organizational Analysis. 2021 Feb 4.
  28. Chen L, Chen P, Lin Z. Artificial intelligence in education: A review. Ieee Access. 2020 Apr 17;8:75264-78.
  29. Zhang J, Tao D. Empowering things with intelligence: a survey of the progress, challenges, and opportunities in artificial intelligence of things. IEEE Internet of Things Journal. 2020 Nov 19;8(10):7789-817.
  30. Acs B, Rantalainen M, Hartman J. Artificial intelligence as the next step towards precision pathology. Journal of internal medicine. 2020 Jul;288(1):62-81.
Read More

References


D. Reinsel, J Gantz & J. Rydning, “Data Age 2021: The Digitization of the World rom Edge to Core,” IDC White Paper, November 2018, pp. 3.

Busca L, Bertrandias L. A framework for digital marketing research: investigating the four cultural eras of digital marketing. Journal of Interactive Marketing. 2020 Feb 1;49:1-9.

Warokka A, Sjahruddin H, Sriyanto S, Noerhartati E, Saddhono K. Digital marketing support and business development using online marketing tools: An experimental analysis. International Journal of Psychosocial Rehabilitation. 2020 Jan 1;24(1):1181-8.

Behera RK, Gunasekaran A, Gupta S, Kamboj S, Bala PK. Personalized digital marketing recommender engine. Journal of Retailing and Consumer Services. 2020 Mar 1;53:101799.

Saura JR. Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge. 2021 Apr 1;6(2):92-102.

Hofacker C, Golgeci I, Pillai KG, Gligor DM. Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future. European Journal of Marketing. 2020 May 19.

Dewi NP. Digital marketing strategy on travel tourism businesses in marketing 4.0 era. International Research Journal of Management, IT and Social Sciences. 2020;7(3):58-64.

Wren DA, Bedeian AG. The evolution of management thought. John Wiley & Sons; 2020 Jul 8.

Al-Shawabkeh R, Rumman AA, Al-Abbadi L, Abu-Rumman A. The intervening role of ambidexterity in the knowledge management project success connection. Management. 2020 Oct 1;18(3):56-66.

Czinkota MR, Kotabe M, Vrontis D, Shams SR. Marketing Management: Past, Present and Future. Springer Nature; 2021 Aug 24.

Brammer S, Clark T. COVID‐19 and management education: Reflections on challenges, opportunities, and potential futures. British journal of Management. 2020 Jul;31(3):453.

Gelfand JM, Armstrong AW, Bell S, Anesi GL, Blauvelt A, Calabrese C, Dommasch ED, Feldman SR, Gladman D, Kircik L, Lebwohl M. National Psoriasis Foundation COVID-19 Task Force guidance for management of psoriatic disease during the pandemic: Version 2—Advances in psoriatic disease management, COVID-19 vaccines, and COVID-19 treatments. Journal of the American Academy of Dermatology. 2021 May 1;84(5):1254-68.

David VE, John Y, Hussain S. Rethinking sustainability: a review of Liberia’s municipal solid waste management systems, status, and challenges. Journal of Material Cycles and Waste Management. 2020 Sep;22(5):1299-317.

I. M. Nasution, B. K. Bintaro, C. S. Kesumawati, M. Zahruddin, and E. A. Nabila, “Implementation technology for development of a brand communication in company pt. xyz,” Aptisi Transactions on Technopreneurship (ATT), vol. 4, no. 1, pp. 17–25, 2022.

M. K. Peter, M. D. Vecchia, New Trends in Business Information Systems and Technology: Digital Innovation and Digital Business Transformation, Springer International Publishing;Springe, Year: 2021, pp.251-265.

Wessel L, Baiyere A, Ologeanu-Taddei R, Cha J, Blegind-Jensen T. Unpacking the difference between digital transformation and IT-enabled organizational transformation. Journal of the Association for Information Systems. 2021 Jan 8;22(1):102-29.

J. Heikal, V. Rialialie, D. Rivelino, and I. A. Supriyono, “Hybrid model of structural equation modeling pls and rfm (recency, frequency and monetary) model to improve bank average balance,” Aptisi Transac- tions on Technopreneurship (ATT), vol. 4, no. 1, pp. 1–8, 2022.

P. Rshi, A. S. Bist, A. Asmawati, M. Budiarto, and W. Y. Prihastiwi, “Influence of post covid change in consumer behaviour of millenni- als on advertising techniques and practices,” Aptisi Transactions on Technopreneurship (ATT), vol. 3, no. 2, pp. 85–92, 2021.

P. A. Sunarya, A. Williams, A. Khoirunisa, A. S. Bein, and D. M. Sari, “A blockchain based online business intelligence learning system,” Blockchain Frontier Technology, vol. 1, no. 01, pp. 87–103, 2021.

F. Sutisna and T. Handra, “The theory of planned behavior influ- ences online shopping behavior,” APTISI Transactions on Management (ATM), vol. 6, no. 1, pp. 52–61, 2022.

Morkovkin DE, Gibadullin AA, Kolosova EV, Semkina NS, Fasehzoda IS. Modern transformation of the production base in the conditions of Industry 4.0: problems and prospects. InJournal of Physics: Conference Series 2020 Apr 1 (Vol. 1515, No. 3, p. 032014). IOP Publishing.

Li X, Yu L, Chen H, Fu CW, Xing L, Heng PA. Transformation-consistent self-ensembling model for semisupervised medical image segmentation. IEEE Transactions on Neural Networks and Learning Systems. 2020 Jun 1;32(2):523-34.

Feroz AK, Zo H, Chiravuri A. Digital transformation and environmental sustainability: A review and research agenda. Sustainability. 2021 Jan;13(3):1530.

M. W. Akira, H. Haritsah, A. Zulfia, and E. Prajatelistia, “Mechanical and tribological properties of nano-sized al2o3 particles on adc12 alloy composites with strontium modifier produced by stir casting method,” ADI Journal on Recent Innovation, vol. 3, no. 1, pp. 9–20, 2021.

M. Azmi, M. S. Shihab, D. Rustiana, D. P. Lazirkha et al., “The effect of advertising, sales promotion, and brand image on repurchasing intention (study on shopee users),” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 2, pp. 76–85, 2022.

Ikram M, Ferasso M, Sroufe R, Zhang Q. Assessing green technology indicators for cleaner production and sustainable investments in a developing country context. Journal of Cleaner Production. 2021 Nov 1;322:129090.

Nguyen HT, Hoang TG, Nguyen LQ, Le HP, Mai HX. Green technology transfer in a developing country: Mainstream practitioner views. International Journal of Organizational Analysis. 2021 Feb 4.

Chen L, Chen P, Lin Z. Artificial intelligence in education: A review. Ieee Access. 2020 Apr 17;8:75264-78.

Zhang J, Tao D. Empowering things with intelligence: a survey of the progress, challenges, and opportunities in artificial intelligence of things. IEEE Internet of Things Journal. 2020 Nov 19;8(10):7789-817.

Acs B, Rantalainen M, Hartman J. Artificial intelligence as the next step towards precision pathology. Journal of internal medicine. 2020 Jul;288(1):62-81.

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