” STRATEGI PEMASARAN DIGITAL PADA MODEL BISNIS B2C DI ERA TRANSFORMASI TEKNOLOGI ”

Abstract

Technological transformation has significantly impacted digital marketing strategies, especially in Business-to-Consumer (B2C) business models. This study aims to analyze the implementation of digital marketing strategies in B2C business models, focusing on the effectiveness of technologies such as social media, mobile applications, and e-commerce platforms. Using a qualitative approach, data were collected through in-depth interviews with business practitioners and document analysis. The results reveal that data-driven personalization, direct consumer interaction via social media, and the use of analytics technology are key elements of successful digital marketing strategies. However, the study also identifies challenges, such as intense market competition, shifting consumer behavior, and data privacy issues. With the right strategies, companies can enhance customer loyalty, expand market share, and achieve competitive advantages in the digital era.