Constant changes in the algorithms of digital platforms such as Google, Instagram, Facebook, and TikTok are forcing businesses and marketers to continuously adjust their marketing strategies. These dynamic updates not only affect content visibility but also determine a company's success in building a strong digital presence.

Dr. Basuki Rachmat, S.E., M.M., a lecturer in the Master of Management Program at Universitas Hayam Wuruk Perbanas, explained that digital platforms regularly update their algorithms to improve user experience while delivering more relevant and higher-quality content.

"Digital platforms continuously update their algorithms to ensure users receive the most relevant information. At the same time, changes in user behavior, advances in artificial intelligence (AI), and efforts to reduce the spread of harmful content are among the key drivers behind these updates," he said.

According to Dr. Basuki, algorithm changes have a direct impact on corporate digital marketing strategies. Search engine algorithm updates can significantly alter a website's ranking, while social media algorithm changes may reduce the organic reach of content if marketers fail to adapt their strategies.

"Digital marketers can no longer rely on outdated approaches. They must continuously monitor algorithm developments and adjust their strategies to effectively reach their target audiences," he explained.

He added that companies capable of adapting to these changes are more likely to gain a competitive advantage. Rather than viewing algorithm updates solely as challenges, businesses should see them as opportunities to outperform competitors through more responsive and effective marketing strategies.

Dr. Basuki emphasized several key approaches for adapting to shifting algorithms, including producing high-quality and relevant content, gaining a deeper understanding of audiences through data analysis, diversifying digital marketing channels, and continuously evaluating campaign performance.

"Businesses should never depend on a single platform. Diversifying marketing efforts through SEO, social media, email marketing, and paid advertising will make companies more resilient to algorithm changes," he said.

He also highlighted the importance of understanding user search queries, noting that marketers need to understand what users are actually searching for in order to create content that search engines can easily identify and rank.

"Content that closely matches users' needs has a greater chance of achieving strong visibility in both search engines and social media platforms," he added.

Meanwhile, Niken Puspasari, S.Tr.Ikom, a student in the Master of Management Program at Universitas Hayam Wuruk Perbanas, believes that understanding algorithm changes is becoming an essential competency for future managers and business professionals.

"Algorithm updates occur very rapidly. As graduate students, we need to understand how digital marketing strategies should evolve to remain effective," she said.

Another Master of Management student, Achmad Arif, S.Pd., shared a similar view. He noted that the ability to recognize and respond to digital trends has become an increasingly valuable skill in today's workplace.

"Companies are looking for professionals who not only understand marketing theories but are also capable of implementing adaptive strategies in response to technological advancements," he said.

Dr. Basuki concluded by emphasizing that although digital marketing technologies continue to evolve, the fundamental principle remains unchanged: creating high-quality content that delivers value to audiences. However, the way that content is distributed and optimized must continue to evolve alongside changing platform algorithms.

"Algorithm changes will continue to occur. Therefore, the ability to learn, adapt, and make data-driven decisions will remain essential for marketers who want to stay competitive in the digital era," he concluded.