Komunikasi Antarbudaya dalam Era Globalisasi: Tantangan dan Peluang dalam Pemasaran Digital

This study examines the role of cross-cultural communication in the context of digital marketing in the era of globalization. It analyzes how brands and companies adjust their marketing strategies to engage with diverse cultural audiences across different regions. The research identifies the challenges companies face when addressing cultural differences, including language barriers, cultural values, and consumer behavior. At the same time, it explores the opportunities that arise from the ability to reach a global audience through digital platforms. The findings suggest that successful digital marketing strategies require brands to adopt a culturally sensitive approach, utilizing localized content that resonates with the values and preferences of different cultures. The study also highlights the importance of global brand positioning and how brands can effectively engage with multicultural audiences through digital channels.