The Role of Digital Marketing Strategic Management in Facing Changes in Consumer Behavior in the Digital Era

Abstract

The digital era has brought about fundamental changes in consumer behavior, particularly in how they search for information, interact with brands, and make purchasing decisions through digital platforms. Increasing internet penetration and social media usage encourage companies to not only adopt digital marketing but also manage it strategically to remain relevant to market dynamics. This study aims to analyze the role of digital marketing strategic management in addressing changes in consumer behavior in the digital era, identify the relationship between digital marketing strategies and consumer journey adaptation, and formulate strategic recommendations for companies in managing digital marketing effectively and sustainably. The method used is a qualitative descriptive approach with a literature review approach from relevant national and international journals. The results show that digital marketing strategic management enables companies to increase interaction with consumers, build loyalty, and adapt marketing strategies to evolving consumer behavior trends. Social media and personalized communications have proven to be important instruments in this strategy. On the other hand, companies face various challenges such as changes in platform algorithms, data security, and human resource readiness. The implications of this study emphasize that the implementation of integrated and adaptive digital marketing strategic management is key to improving marketing effectiveness and long-term business performance.