Data-Driven Marketing Strategy to Reach Millennial Consumers

Authors

  • Putu Saroyini Piartrini Universitas Udayana, Denpasar, Indonesia
  • PA Andiena Nindya Putri ITB Stikom Bali, Bali, Indonesia
  • Djoko Widagdo Sekolah Tinggi Tekonologi Kedirgantaraan Yogyakarta, Indonesia
  • Ansir Launtu STIEM Bongaya Makassar, Makassar, Indonesia
  • Sauri Sauri Institut Agama Islam Syekh Maulana Qori Bangko, Jambi, Indonesia

DOI:

https://doi.org/10.31933/dijemss.v5i4.2452

Keywords:

Data-Driven Marketing, Millennial Consumers, Marketing Strategy

Abstract

This article explores the efficacy of data-driven marketing strategies in targeting millennial consumers, a demographic known for its unique preferences and digital savvy. Through a comprehensive literature review, various aspects of data-driven marketing, including customer segmentation, personalized content creation, and omnichannel integration, are analyzed in the context of reaching and engaging with millennials. The review encompasses studies on consumer behavior, digital marketing trends, and data analytics techniques relevant to understanding millennial preferences and behavior. Key findings highlight the importance of data accuracy, privacy considerations, and the role of technology in enhancing marketing effectiveness. Insights from successful case studies and industry best practices provide actionable recommendations for businesses aiming to optimize their marketing efforts towards millennials. This research contributes to the evolving field of data-driven marketing by offering a synthesized understanding of strategies that resonate with the millennial cohort, ultimately fostering long-term brand loyalty and competitive advantage.

References

Alahi, M. E. E., Sukkuea, A., Tina, F. W., Nag, A., Kurdthongmee, W., Suwannarat, K., & Mukhopadhyay, S. C. (2023). Integration of IoT-Enabled Technologies and Artificial Intelligence (AI) for Smart City Scenario: Recent Advancements and Future Trends. Sensors, 23(11), 5206. https://doi.org/10.3390/s23115206

Alawadh, M., & Barnawi, A. (2024). A Consumer Behavior Analysis Framework toward Improving Market Performance Indicators: Saudi’s Retail Sector as a Case Study. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 152-171. https://doi.org/10.3390/jtaer19010009

Aldboush, H. H. H., & Ferdous, M. (2023). Building Trust in Fintech: An Analysis of Ethical and Privacy Considerations in the Intersection of Big Data, AI, and Customer Trust. International Journal of Financial Studies, 11(3), 90. https://doi.org/10.3390/ijfs11030090

Aljohani, A. (2023). Predictive Analytics and Machine Learning for Real-Time Supply Chain Risk Mitigation and Agility. Sustainability, 15(20), 15088. https://doi.org/10.3390/su152015088

Alwaheidi, M. K. S., & Islam, S. (2022). Data-Driven Threat Analysis for Ensuring Security in Cloud Enabled Systems. Sensors, 22(15), 5726. https://doi.org/10.3390/s22155726

Chang, S.-H. (2022). Eliciting Brand Loyalty with Elements of Customer Experience: A Case Study on the Creative Life Industry. Sustainability, 14(18), 11547. https://doi.org/10.3390/su141811547

Chen, X., Su, X., Lin, W., Xu, A., Chen, J., & Zheng, Q. (2022). The Effect of Omnichannel Integration on Fresh Food Customer Engagement from the Viewpoint of Flow Experience. Sustainability, 14(21), 13914. https://doi.org/10.3390/su142113914

Cotarelo, M., Fayos, T., Calderón, H., & Mollá, A. (2021). Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty. Sustainability, 13(11), 5961. https://doi.org/10.3390/su13115961

Cristescu, M. P., Mara, D. A., Culda, L. C., Neri?anu, R. A., Bâra, A., & Oprea, S.-V. (2023). The Impact of Data Science Solutions on the Company Turnover. Information, 14(10), 573. https://doi.org/10.3390/info14100573

Diantaris, M. T. A. (2024, February 6). The AI Revolution in Marketing: Enhancing Data-Driven Decision Making. The Jurnals. Retrieved from https://jurnals.net/the-ai-revolution-in-marketing-enhancing-data-driven-decision-making/

Dobre, C., Milovan, A.-M., Du?u, C., Preda, G., & Agapie, A. (2021). The Common Values of Social Media Marketing and Luxury Brands: The Millennials and Generation Z Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2532-2553. https://doi.org/10.3390/jtaer16070139

El Hajj, M., & Hammoud, J. (2023). Unveiling the Influence of Artificial Intelligence and Machine Learning on Financial Markets: A Comprehensive Analysis of AI Applications in Trading, Risk Management, and Financial Operations. Journal of Risk and Financial Management, 16(10), 434. https://doi.org/10.3390/jrfm16100434

Fan, L.-P., & Chung, H.-C. (2023). Impact of Environmental Leadership on Environmental Behavior: The Mediating Effects of Green Culture, Environmental Management, and Strategic Corporate Social Responsibility. Sustainability, 15(24), 16549. https://doi.org/10.3390/su152416549

Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability, 13(5), 2824. https://doi.org/10.3390/su13052824

Hemker, S., Herrando, C., & Constantinides, E. (2021). The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing. Sustainability, 13(20), 11208. https://doi.org/10.3390/su132011208

Ilieva, G., Yankova, T., Ruseva, M., Dzhabarova, Y., Zhekova, V., Klisarova-Belcheva, S., Mollova, T., & Dimitrov, A. (2024). Factors Influencing User Perception and Adoption of E-Government Services. Administrative Sciences, 14(3), 54. https://doi.org/10.3390/admsci14030054

Johnson, D. S., Sihi, D., & Muzellec, L. (2021). Implementing Big Data Analytics in Marketing Departments: Mixing Organic and Administered Approaches to Increase Data-Driven Decision Making. Informatics, 8(4), 66. https://doi.org/10.3390/informatics8040066

Karimi, S., Ahmadi Malek, F., Yaghoubi Farani, A., & Liobikien?, G. (2023). The Role of Transformational Leadership in Developing Innovative Work Behaviors: The Mediating Role of Employees’ Psychological Capital. Sustainability, 15(2), 1267. https://doi.org/10.3390/su15021267

Kaur, R., Singh, R., Gehlot, A., Priyadarshi, N., & Twala, B. (2022). Marketing Strategies 4.0: Recent Trends and Technologies in Marketing. Sustainability, 14(24), 16356. https://doi.org/10.3390/su142416356

Lee, Y.-I., & Trim, P. R. J. (2022). Enhancing Marketing Provision through Increased Online Safety That Imbues Consumer Confidence: Coupling AI and ML with the AIDA Model. Big Data and Cognitive Computing, 6(3), 78. https://doi.org/10.3390/bdcc6030078

Li, J., Maiti, A., & Fei, J. (2023). Features and Scope of Regulatory Technologies: Challenges and Opportunities with Industrial Internet of Things. Future Internet, 15(8), 256. https://doi.org/10.3390/fi15080256

Makhloufi, L., Vasa, L., Rosak-Szyrocka, J., & Djermani, F. (2023). Understanding the Impact of Big Data Analytics and Knowledge Management on Green Innovation Practices and Organizational Performance: The Moderating Effect of Government Support. Sustainability, 15(11), 8456. https://doi.org/10.3390/su15118456

Moreno-Armendáriz, M. A., Calvo, H., Faustinos, J., & Duchanoy, C. A. (2023). Personalized Advertising Design Based on Automatic Analysis of an Individual’s Appearance. Applied Sciences, 13(17), 9765. https://doi.org/10.3390/app13179765

Okr?glicka, M., Mittal, P., & Navickas, V. (2023). Exploring the Mechanisms Linking Perceived Organizational Support, Autonomy, Risk Taking, Competitive Aggressiveness and Corporate Sustainability: The Mediating Role of Innovativeness. Sustainability, 15(7), 5648. https://doi.org/10.3390/su1507564

Pencarelli, T., Ali Taha, V., Škerháková, V., Valentiny, T., & Fedorko, R. (2020). Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers. Sustainability, 12(1), 245. https://doi.org/10.3390/su12010245

Perifanis, N.-A., & Kitsios, F. (2023). Investigating the Influence of Artificial Intelligence on Business Value in the Digital Era of Strategy: A Literature Review. Information, 14(2), 85. https://doi.org/10.3390/info14020085

Riaz, H., Baig, U., Meidute-Kavaliauskiene, I., & Ahmed, H. (2022). Factors Affecting Omnichannel Customer Experience: Evidence from Fashion Retail. Information, 13(1), 12. https://doi.org/10.3390/info13010012

Szakal, A. C., Br?tucu, G., Ciobanu, E., Chi?u, I. B., Mocanu, A. A., & Ialomi?ianu, G. (2024). Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives. Sustainability, 16(5), 1845. https://doi.org/10.3390/su16051845

Wang, Y., Xue, X., & Guo, H. (2022). The Sustainability of Market Orientation from a Dynamic Perspective: The Mediation of Dynamic Capability and the Moderation of Error Management Climate. Sustainability, 14(7), 3763. https://doi.org/10.3390/su14073763

Yazo-Cabuya, E. J., Ibeas, A., & Herrera-Cuartas, J. A. (2024). Integrating Sustainability into Risk Management through Analytical Network Process. Sustainability, 16(6), 2384. https://doi.org/10.3390/su16062384

Ye?in, T., & Ikram, M. (2022). Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach. Sustainability, 14(18), 11578. https://doi.org/10.3390/su141811578

Yu, W., Zhou, J., He, M., & Si, D. (2022). Does Brand Truth-Telling Yield Customer Participation? The Interaction Effects of CSR Strategy and Transparency Signaling. Behavioral Sciences, 12(12), 514. https://doi.org/10.3390/bs12120514

Zhang, Z., Shang, Y., Cheng, L., & Hu, A. (2022). Big Data Capability and Sustainable Competitive Advantage: The Mediating Role of Ambidextrous Innovation Strategy. Sustainability, 14(14), 8249. https://doi.org/10.3390/su14148249

Ziakis, C., & Vlachopoulou, M. (2023). Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review. Information, 14(12), 664. https://doi.org/10.3390/info14120664

Downloads

Published

2024-04-15

How to Cite

Putu Saroyini Piartrini, PA Andiena Nindya Putri, Djoko Widagdo, Ansir Launtu, & Sauri, S. (2024). Data-Driven Marketing Strategy to Reach Millennial Consumers. Dinasti International Journal of Education Management And Social Science, 5(4), 420–428. https://doi.org/10.31933/dijemss.v5i4.2452

Issue

Vol. 5 No. 4 (2024): Dinasti International Journal of Education Management and Social Science (April - May 2024)

Section

Articles

License

Copyright (c) 2024 Putu Saroyini Piartrini, PA Andiena Nindya Putri, Djoko Widagdo, Ansir Launtu, Sauri Sauri

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).