ARTIKEL STRATEGI PEMASARAN GLOBAL: TANTANGAN DAN PELUANG DI ERA DIGITAL

Abstract

Digital transformation has brought fundamental changes to global marketing strategies. The emergence of technologies such as social media, e-commerce platforms, and data analytics has created new opportunities for companies to reach consumers worldwide more efficiently. However, adapting to the digital era also presents several challenges, including heightened global competition, the need to integrate new technologies, and issues related to privacy and data security. This study explores the key challenges faced in global marketing during the digital era while identifying opportunities that can be leveraged to establish competitive advantages. Using a qualitative approach and literature review, this research concludes that companies capable of adopting digital technologies with the right strategies and innovations have significant potential to compete globally. These findings provide valuable insights for business practitioners and academics in understanding the dynamics of global marketing amid digitalization.