DYNAMIC MARKETING ENGAGEMENT

Sumitro Sumitro

Abstract


Penelitian E-marketing pada usaha kecil pada saat ini, memiliki kesenjangan yang signifikan
dalam pengimplementasinya, sehingga terbagi menjadi empat kategori sub sastra dalam prosesnya
(internet marketing, e-marketing, e-commerce dan e-business). Dikarenakan adanya integrasi sistem
pemasaran dari offline menjadi online dalam hubungan bisnis dengan pelanggan menggunakan
jejaring sosial (SosMed) yang memiliki sifat dan efek berimbas pada bisnis dan manajemen, maka
lahirlah sebuah paradigma baru yang disebut dengan sosial CRM. Untuk mengetahui pengaruh sosial
media pada kinerja perusahaan dalam mencapai keunggulan kompetitif maka diperlukan
pengkolaborasian keunggulan kompetitif melalui konsep keterlibatan dan kemampuan pemasaran
dinamis. Atas dasar tersebut, maka lahirlah sebuah konsep baru yang penulis sebut dengan keterlibatan
pemasaran dinamis (Dynamic Marketing Engagement).

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DOI: https://doi.org/10.36987/informatika.v4i2.230

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INFORMATIKA
Journal URL: https://jurnal.ulb.ac.id/index.php/informatika
Journal DOI: 10.36987/informatika
P-ISSN: 2303-2863
E-ISSN: 2615-1855

Alamat Redaksi :
Fakultas Sains dan Teknologi, Universitas Labuhanbatu
Gedung Fakultas Sains dan Teknologi,
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