Marketing Management in the Digital Age: Strategies, Challenges, and Opportunities

Abstract

Digital transformation has significantly changed the business landscape, especially in the field of marketing. Marketing management in the digital age demands a more dynamic, scalable, and data-driven approach. This research aims to explore digital marketing management strategies, challenges faced by business people, and opportunities that can be leveraged to improve marketing performance. Through literature studies and analysis of the latest digital marketing trends, it was found that the use of social media, content-based marketing, and the use of analytical data are key factors in the success of digital marketing. This research provides implications for companies in adapting marketing models that are relevant to technological developments and digital consumer behavior.