Segmentasi Khalayak di Era Digital: Strategi Komunikasi yang Efektif dalam Lanskap Media yang Terkustomisasi
DOI:
https://doi.org/10.31599/59vk8391Keywords:
segmentasi khalayak, strategi komunikasi, media digital, personalisasi, algoritmaAbstract
Segmentasi khalayak merupakan strategi penting dalam menyusun pesan komunikasi yang relevan dan efektif. Di era digital, perkembangan teknologi informasi telah mengubah pola konsumsi media dan preferensi khalayak, sehingga menuntut pendekatan segmentasi yang lebih adaptif dan berbasis data. Penelitian ini bertujuan untuk menganalisis bentuk-bentuk segmentasi khalayak kontemporer dan implikasinya terhadap strategi komunikasi organisasi, media, dan pemasar. Dengan menggunakan pendekatan kualitatif studi pustaka, artikel ini menelaah konsep segmentasi klasik hingga modern (behavioral, psikografis, hingga segmentasi berbasis algoritma dan AI). Hasil kajian menunjukkan bahwa pemahaman mendalam terhadap karakteristik khalayak memungkinkan penyusunan pesan yang lebih tepat sasaran dan personal. Artikel ini juga mengusulkan kerangka segmentasi adaptif sebagai strategi komunikasi yang dinamis di tengah perubahan lanskap digital.
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