Main Article Content
Abstract
This study aims to analyze the effectiveness of marketing strategies in addressing intense global competition, focusing on digital transformation, differentiation, and adaptive strategies. It examines how artificial intelligence (AI), big data analytics, and omnichannel marketing enhance customer engagement and competitive advantage. Additionally, it explores challenges small and medium enterprises (SMEs) face in global markets and evaluates key performance indicators (KPIs) for marketing effectiveness. This study adopts a systematic literature review (SLR) approach, synthesizing findings from existing academic research on global marketing strategies. The research integrates theoretical frameworks such as Porter’s Competitive Advantage theory and digital transformation models to assess how businesses leverage AI, data analytics, and innovative marketing techniques. Relevant literature from credible sources, including Emerald, Elsevier, Wiley, and Springer, is analyzed to identify trends and practical insights. The findings highlight that AI-driven marketing and data analytics enhance precision in market segmentation, real-time engagement, and personalization. Differentiation through innovation, branding, and omnichannel marketing is critical for maintaining competitive positioning. While SMEs face resource constraints, digital strategies like SEO and social media marketing offer cost-effective, competitive tools. However, barriers such as high technology adoption costs and resistance to change must be addressed for successful digital transformation. This study provides practical insights for businesses to adopt data-driven marketing strategies, enhance brand positioning, and optimize marketing investments. It offers recommendations for policymakers and industry leaders on fostering digital adoption and innovation to sustain competitiveness.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
References
- Abdul-Yekeen, A. M., Kolawole, M. A., Iyanda, B., & Abdul-Yekeen, H. A. (2024). LEVERAGING PREDICTIVE ANALYTICS TO OPTIMIZE SME MARKETING STRATEGIES IN THE US. Journal of Knowledge Learning and Science Technology ISSN: 2959-6386 (Online), 3(3 SE-Articles), 73–102. https://doi.org/10.60087/jklst.vol3.n3.p73-102
- Alnoor, A., Khaw, K. W., Chew, X., Abbas, S., & Khattak, Z. Z. (2023). The Influence of the Barriers of Hybrid Strategy on Strategic Competitive Priorities: Evidence from Oil Companies. Global Journal of Flexible Systems Management, 24(2), 179–198. https://doi.org/10.1007/s40171-022-00335-8
- Alpiana, N., Indah, D. P., & Helmi, S. M. (2024). Analysis of marketing strategies in increasing competitiveness in MSMEs. https://doi.org/10.37641/jimkes.v12i5.2768
- Aramiko Kayanie Nenden Atryana, B. Herawan Hayadi, Furtasan Ali Yusuf, Devi Delawati, Irawati Irawati, & Wiwik Novianawati. (2024). Manajemen Perubahan Organisasi: Strategi Efektif dalam Menghadapi Tantangan Global. Jurnal Manajemen Kewirausahaan Dan Teknologi, 1(2 SE-Articles), 47–52. https://doi.org/10.61132/jumaket.v1i2.141
- Bag, S., Srivastava, G., Bashir, M. M. Al, Kumari, S., Giannakis, M., & Chowdhury, A. H. (2022). Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion. Benchmarking: An International Journal, 29(7), 2074–2098. https://doi.org/10.1108/BIJ-07-2021-0415
- Bello, H. O., Idemudia, C., & Iyelolu, T. V. (2024). Navigating financial compliance in small and medium-sized enterprises (SMEs): overcoming challenges and implementing effective solutions. World Journal of Advanced Research and Reviews, 23(1), 42–55. https://doi.org/10.30574/wjarr.2024.23.1.1984
- Eagle, L., & Dahl, S. (2018). Product Placement in Old and New Media: Examining the Evidence for Concern. Journal of Business Ethics, 147(3), 605–618. https://doi.org/10.1007/s10551-015-2955-z
- Edh Mirzaei, N., Hilletofth, P., & Pal, R. (2021). Challenges to competitive manufacturing in high-cost environments: checklist and insights from Swedish manufacturing firms. Operations Management Research, 14(3), 272–292. https://doi.org/10.1007/s12063-021-00193-0
- Ghemawat, P. (2007). Redefining global strategy: Crossing borders in a world where differences still matter. Harvard Business Press.
- Grewal, R., Gupta, S., & Hamilton, R. (2020). The journal of marketing research today: spanning the domains of marketing scholarship. In Journal of Marketing Research (Vol. 57, Issue 6, pp. 985–998). SAGE Publications Sage CA: Los Angeles, CA. https://doi.org/10.1177/0022243720965237
- Gupta, S., Pansari, A., & Kumar, V. (2018). Global customer engagement. Journal of International Marketing, 26(1), 4–29. https://doi.org/10.1509/jim.17.0091
- Gutiérrez-Broncano, S., Linuesa-Langreo, J., Rubio-Andrés, M., & Sastre-Castillo, M. Á. (2024). Can hybrid strategy improve SME performance? The role of innovation and adaptive capacity. European Journal of Innovation Management, 27(9), 173–197. https://doi.org/10.1108/EJIM-07-2023-0566
- Hasanah, L. (2024). Global Strategies: Navigating the Complexities of International Business in a Connected World. Advances in Business & Industrial Marketing Research, 2(1 SE-Articles), 36–47. https://doi.org/10.60079/abim.v2i1.251
- He, J., & Zhang, F. (2022). Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world. European Journal of Marketing, 56(10), 2774–2803. https://doi.org/10.1108/EJM-10-2021-0813
- Hia, A., Lahagu, A., Laoli, E. S., & Telaumbanua, W. A. (2024). Analysis of Micro Business Marketing Strategy in Facing Competition. Golden Ratio of Data in Summary, 4(2), 596–607. https://doi.org/10.52970/grdis.v4i2.642
- Islami, M. M., Asdar, M., & Baumassepe, A. N. (2021). Analysis of perceived usefulness and perceived ease of use to the actual system usage through attitude using online guidance application. Hasanuddin Journal of Business Strategy, 3(1), 52-64.
- Idris, M., Arfah, A., & Semmaila, B. (2022). Pengaruh bauran pemasaran jasa terhadap kepuasan konsumen. YUME: Journal of Management, 5(3), 420-434.
- Kumar, V. (2008). Managing customers for profit: Strategies to increase profits and build loyalty. Prentice Hall Professional.
- Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
- Markides, C. C., & Geroski, P. A. (2004). Fast second: How smart companies bypass radical innovation to enter and dominate new markets. John Wiley & Sons.
- Massi, M., Piancatelli, C., & Vocino, A. (2023). Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity. Psychology & Marketing, 40(7), 1280–1298. https://doi.org/10.1002/mar.21815
- Palmatier, R. W., Sivadas, E., Stern, L. W., & El-Ansary, A. I. (2019). Marketing channel strategy: An omni-channel approach. Routledge.
- Porter, M. E. (1980). Industry Structure and Competitive Strategy: Keys to Profitability. Financial Analysts Journal, 36(4), 30–41. https://doi.org/10.2469/faj.v36.n4.30
- Rambe, D. N. S., & Aslami, N. (2021). Analisis strategi pemasaran dalam pasar global. El-Mujtama: Jurnal Pengabdian Masyarakat, 1(2), 213–223. https://doi.org/10.47467/elmujtama.v1i2.853
- Rana, J., & Paul, J. (2020). Health motive and the purchase of organic food: A meta‐analytic review. International Journal of Consumer Studies, 44(2), 162–171. https://doi.org/10.1111/ijcs.12556
- Rane, N. (2023). Enhancing customer loyalty through Artificial Intelligence (AI), Internet of Things (IoT), and Big Data technologies: improving customer satisfaction, engagement, relationship, and experience. Internet of Things (IoT), and Big Data Technologies: Improving Customer Satisfaction, Engagement, Relationship, and Experience (October 13, 2023). https://doi.org/10.2139/ssrn.4616051
- Razak, I. (2023). Omnichannel Marketing: Connecting Consumer Experiences from Online to Offline. Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID), 2(02), 89–95. https://doi.org/10.58471/esaprom.v2i02.3999
- Reddy, S. R. B. (2022). Enhancing Customer Experience through AI-Powered Marketing Automation: Strategies and Best Practices for Industry 4.0. Journal of Artificial Intelligence Research, 2(1 SE-Articles), 36–46. https://thesciencebrigade.com/JAIR/article/view/177
- Rubio-Andrés, M., Linuesa-Langreo, J., Gutiérrez-Broncano, S., & Sastre-Castillo, M. Á. (2024). How to improve market performance through competitive strategy and innovation in entrepreneurial SMEs. International Entrepreneurship and Management Journal, 20(3), 1677–1706. https://doi.org/10.1007/s11365-024-00947-9
- Rusdana, N. R., Choirani, S. J., & Friska, A. S. (2022). Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition. International Journal of Research and Applied Technology (INJURATECH), 2(1 SE-Articles). https://doi.org/10.34010/injuratech.v2i1.6913
- Sahabuddin, S., Sutrisno, T., Subekti, I., & Andayani, W. (2021). The effect of public governance, human resource quality, characteristics of the government internal supervisory apparatus, and the government internal supervisory system on the quality of local government financial reports. Accounting, 7(7), 1535-1546.
- Salle, I. Z. (2015). Akuntabilitas Manuntungi: Memaknai Nilai Kalambusang pada Lembaga Amil Zakat Kawasan Adat Ammatoa. Jurnal Akuntansi Multiparadigma, 6(1), 28-37.
- Salwa, A., Asdini, I. S., Amanda, S., Putriku, A. E., & Saragih, L. S. (2024). Strategi Pemasaran Aplikasi Spotify dalam Global. Student Scientific Creativity Journal, 2(4), 100–108. https://doi.org/10.59966/bisma.v2i4.1398
- Schlegelmilch, B. B. (2022). Global marketing strategy. Springer.
- Shemshaki, M. (2024). Data-Driven Digital Marketing The Art and Science of Intelligent Decision-Making. Milad Shemshaki.
- Simkin, L. (2016). Segmentation. In The Marketing Book (pp. 271–294). Routledge.
- Sjahruddin, H., Ampauleng, A., Abdullah, S., Muhammadin, A., Anto, A., Hasmawati, H., ... & Yudistira, Y. (2024). Pengelolaan Limbah Cangkang Lobster Air Tawar sebagai bentuk Pemanfaatan Sumber Daya Alam. Community Development Journal: Jurnal Pengabdian Masyarakat, 5(1), 1812-1820.
- Sjahruddin, H., Hasmawati, H., Kadir, F. A., & Halim, A. (2024). APAKAH PENILAIAN KINERJA DAN BEBAN KERJA DAPAT MEMPENGARUHI KINERJA PEGAWAI?. Jurnal Bina Bangsa Ekonomika, 17(1), 495-504.
- Sudirjo, F. (2023). Marketing Strategy in Improving Product Competitiveness in the Global Market. Journal of Contemporary Administration and Management (ADMAN), 1(2), 63–69. https://doi.org/10.61100/adman.v1i2.24
- Uloma Stella Nwabekee, Oluwatosin Yetunde Abdul-Azeez, Edith Ebele Agu, & Tochukwu Ignatius Ijomah. (2024). Digital transformation in marketing strategies: The role of data analytics and CRM tools. International Journal of Frontline Research in Science and Technology, 3(2), 055–072. https://doi.org/10.56355/ijfrst.2024.3.2.0047
- Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121. https://doi.org/10.1509/jm.15.0413
- Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific.
- Wood, B., Williams, O., Nagarajan, V., & Sacks, G. (2021). Market strategies used by processed food manufacturers to increase and consolidate their power: a systematic review and document analysis. Globalization and Health, 17(1), 17. https://doi.org/10.1186/s12992-021-00667-7
- Yusuf, M., Yanuarrahmat Shah, T., Pusaka, S., & Sunaryanto, K. (2022). Analysis of Segmenting, Targeting, Positioning and Marketing Mix Strategies on the Yonly Glass Processor and Application GlassBusiness Plan. American International Journal of Business Management (AIJBM), 5(01), 77–83. http://www.aijbm.com/wp-content/uploads/2022/01/J517783.pdf.
References
Abdul-Yekeen, A. M., Kolawole, M. A., Iyanda, B., & Abdul-Yekeen, H. A. (2024). LEVERAGING PREDICTIVE ANALYTICS TO OPTIMIZE SME MARKETING STRATEGIES IN THE US. Journal of Knowledge Learning and Science Technology ISSN: 2959-6386 (Online), 3(3 SE-Articles), 73–102. https://doi.org/10.60087/jklst.vol3.n3.p73-102
Alnoor, A., Khaw, K. W., Chew, X., Abbas, S., & Khattak, Z. Z. (2023). The Influence of the Barriers of Hybrid Strategy on Strategic Competitive Priorities: Evidence from Oil Companies. Global Journal of Flexible Systems Management, 24(2), 179–198. https://doi.org/10.1007/s40171-022-00335-8
Alpiana, N., Indah, D. P., & Helmi, S. M. (2024). Analysis of marketing strategies in increasing competitiveness in MSMEs. https://doi.org/10.37641/jimkes.v12i5.2768
Aramiko Kayanie Nenden Atryana, B. Herawan Hayadi, Furtasan Ali Yusuf, Devi Delawati, Irawati Irawati, & Wiwik Novianawati. (2024). Manajemen Perubahan Organisasi: Strategi Efektif dalam Menghadapi Tantangan Global. Jurnal Manajemen Kewirausahaan Dan Teknologi, 1(2 SE-Articles), 47–52. https://doi.org/10.61132/jumaket.v1i2.141
Bag, S., Srivastava, G., Bashir, M. M. Al, Kumari, S., Giannakis, M., & Chowdhury, A. H. (2022). Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion. Benchmarking: An International Journal, 29(7), 2074–2098. https://doi.org/10.1108/BIJ-07-2021-0415
Bello, H. O., Idemudia, C., & Iyelolu, T. V. (2024). Navigating financial compliance in small and medium-sized enterprises (SMEs): overcoming challenges and implementing effective solutions. World Journal of Advanced Research and Reviews, 23(1), 42–55. https://doi.org/10.30574/wjarr.2024.23.1.1984
Eagle, L., & Dahl, S. (2018). Product Placement in Old and New Media: Examining the Evidence for Concern. Journal of Business Ethics, 147(3), 605–618. https://doi.org/10.1007/s10551-015-2955-z
Edh Mirzaei, N., Hilletofth, P., & Pal, R. (2021). Challenges to competitive manufacturing in high-cost environments: checklist and insights from Swedish manufacturing firms. Operations Management Research, 14(3), 272–292. https://doi.org/10.1007/s12063-021-00193-0
Ghemawat, P. (2007). Redefining global strategy: Crossing borders in a world where differences still matter. Harvard Business Press.
Grewal, R., Gupta, S., & Hamilton, R. (2020). The journal of marketing research today: spanning the domains of marketing scholarship. In Journal of Marketing Research (Vol. 57, Issue 6, pp. 985–998). SAGE Publications Sage CA: Los Angeles, CA. https://doi.org/10.1177/0022243720965237
Gupta, S., Pansari, A., & Kumar, V. (2018). Global customer engagement. Journal of International Marketing, 26(1), 4–29. https://doi.org/10.1509/jim.17.0091
Gutiérrez-Broncano, S., Linuesa-Langreo, J., Rubio-Andrés, M., & Sastre-Castillo, M. Á. (2024). Can hybrid strategy improve SME performance? The role of innovation and adaptive capacity. European Journal of Innovation Management, 27(9), 173–197. https://doi.org/10.1108/EJIM-07-2023-0566
Hasanah, L. (2024). Global Strategies: Navigating the Complexities of International Business in a Connected World. Advances in Business & Industrial Marketing Research, 2(1 SE-Articles), 36–47. https://doi.org/10.60079/abim.v2i1.251
He, J., & Zhang, F. (2022). Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world. European Journal of Marketing, 56(10), 2774–2803. https://doi.org/10.1108/EJM-10-2021-0813
Hia, A., Lahagu, A., Laoli, E. S., & Telaumbanua, W. A. (2024). Analysis of Micro Business Marketing Strategy in Facing Competition. Golden Ratio of Data in Summary, 4(2), 596–607. https://doi.org/10.52970/grdis.v4i2.642
Islami, M. M., Asdar, M., & Baumassepe, A. N. (2021). Analysis of perceived usefulness and perceived ease of use to the actual system usage through attitude using online guidance application. Hasanuddin Journal of Business Strategy, 3(1), 52-64.
Idris, M., Arfah, A., & Semmaila, B. (2022). Pengaruh bauran pemasaran jasa terhadap kepuasan konsumen. YUME: Journal of Management, 5(3), 420-434.
Kumar, V. (2008). Managing customers for profit: Strategies to increase profits and build loyalty. Prentice Hall Professional.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Markides, C. C., & Geroski, P. A. (2004). Fast second: How smart companies bypass radical innovation to enter and dominate new markets. John Wiley & Sons.
Massi, M., Piancatelli, C., & Vocino, A. (2023). Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity. Psychology & Marketing, 40(7), 1280–1298. https://doi.org/10.1002/mar.21815
Palmatier, R. W., Sivadas, E., Stern, L. W., & El-Ansary, A. I. (2019). Marketing channel strategy: An omni-channel approach. Routledge.
Porter, M. E. (1980). Industry Structure and Competitive Strategy: Keys to Profitability. Financial Analysts Journal, 36(4), 30–41. https://doi.org/10.2469/faj.v36.n4.30
Rambe, D. N. S., & Aslami, N. (2021). Analisis strategi pemasaran dalam pasar global. El-Mujtama: Jurnal Pengabdian Masyarakat, 1(2), 213–223. https://doi.org/10.47467/elmujtama.v1i2.853
Rana, J., & Paul, J. (2020). Health motive and the purchase of organic food: A meta‐analytic review. International Journal of Consumer Studies, 44(2), 162–171. https://doi.org/10.1111/ijcs.12556
Rane, N. (2023). Enhancing customer loyalty through Artificial Intelligence (AI), Internet of Things (IoT), and Big Data technologies: improving customer satisfaction, engagement, relationship, and experience. Internet of Things (IoT), and Big Data Technologies: Improving Customer Satisfaction, Engagement, Relationship, and Experience (October 13, 2023). https://doi.org/10.2139/ssrn.4616051
Razak, I. (2023). Omnichannel Marketing: Connecting Consumer Experiences from Online to Offline. Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID), 2(02), 89–95. https://doi.org/10.58471/esaprom.v2i02.3999
Reddy, S. R. B. (2022). Enhancing Customer Experience through AI-Powered Marketing Automation: Strategies and Best Practices for Industry 4.0. Journal of Artificial Intelligence Research, 2(1 SE-Articles), 36–46. https://thesciencebrigade.com/JAIR/article/view/177
Rubio-Andrés, M., Linuesa-Langreo, J., Gutiérrez-Broncano, S., & Sastre-Castillo, M. Á. (2024). How to improve market performance through competitive strategy and innovation in entrepreneurial SMEs. International Entrepreneurship and Management Journal, 20(3), 1677–1706. https://doi.org/10.1007/s11365-024-00947-9
Rusdana, N. R., Choirani, S. J., & Friska, A. S. (2022). Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition. International Journal of Research and Applied Technology (INJURATECH), 2(1 SE-Articles). https://doi.org/10.34010/injuratech.v2i1.6913
Sahabuddin, S., Sutrisno, T., Subekti, I., & Andayani, W. (2021). The effect of public governance, human resource quality, characteristics of the government internal supervisory apparatus, and the government internal supervisory system on the quality of local government financial reports. Accounting, 7(7), 1535-1546.
Salle, I. Z. (2015). Akuntabilitas Manuntungi: Memaknai Nilai Kalambusang pada Lembaga Amil Zakat Kawasan Adat Ammatoa. Jurnal Akuntansi Multiparadigma, 6(1), 28-37.
Salwa, A., Asdini, I. S., Amanda, S., Putriku, A. E., & Saragih, L. S. (2024). Strategi Pemasaran Aplikasi Spotify dalam Global. Student Scientific Creativity Journal, 2(4), 100–108. https://doi.org/10.59966/bisma.v2i4.1398
Schlegelmilch, B. B. (2022). Global marketing strategy. Springer.
Shemshaki, M. (2024). Data-Driven Digital Marketing The Art and Science of Intelligent Decision-Making. Milad Shemshaki.
Simkin, L. (2016). Segmentation. In The Marketing Book (pp. 271–294). Routledge.
Sjahruddin, H., Ampauleng, A., Abdullah, S., Muhammadin, A., Anto, A., Hasmawati, H., ... & Yudistira, Y. (2024). Pengelolaan Limbah Cangkang Lobster Air Tawar sebagai bentuk Pemanfaatan Sumber Daya Alam. Community Development Journal: Jurnal Pengabdian Masyarakat, 5(1), 1812-1820.
Sjahruddin, H., Hasmawati, H., Kadir, F. A., & Halim, A. (2024). APAKAH PENILAIAN KINERJA DAN BEBAN KERJA DAPAT MEMPENGARUHI KINERJA PEGAWAI?. Jurnal Bina Bangsa Ekonomika, 17(1), 495-504.
Sudirjo, F. (2023). Marketing Strategy in Improving Product Competitiveness in the Global Market. Journal of Contemporary Administration and Management (ADMAN), 1(2), 63–69. https://doi.org/10.61100/adman.v1i2.24
Uloma Stella Nwabekee, Oluwatosin Yetunde Abdul-Azeez, Edith Ebele Agu, & Tochukwu Ignatius Ijomah. (2024). Digital transformation in marketing strategies: The role of data analytics and CRM tools. International Journal of Frontline Research in Science and Technology, 3(2), 055–072. https://doi.org/10.56355/ijfrst.2024.3.2.0047
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121. https://doi.org/10.1509/jm.15.0413
Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific.
Wood, B., Williams, O., Nagarajan, V., & Sacks, G. (2021). Market strategies used by processed food manufacturers to increase and consolidate their power: a systematic review and document analysis. Globalization and Health, 17(1), 17. https://doi.org/10.1186/s12992-021-00667-7
Yusuf, M., Yanuarrahmat Shah, T., Pusaka, S., & Sunaryanto, K. (2022). Analysis of Segmenting, Targeting, Positioning and Marketing Mix Strategies on the Yonly Glass Processor and Application GlassBusiness Plan. American International Journal of Business Management (AIJBM), 5(01), 77–83. http://www.aijbm.com/wp-content/uploads/2022/01/J517783.pdf.