Are you AI-ready? A roadmap to mastering marketing technology in a data-driven world

Britta Daffner
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Britta Daffner: O2 Telefónica, Georg-Brauchle-Ring 50, Germany

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 2, 117-128

Abstract: Artificial intelligence (AI) is a game-changing technology that learns from data to deliver hyper-personalised experiences and predict consumer behaviour with unprecedented accuracy. This paper discusses how it is revolutionising marketing strategies and empowering businesses to thrive in the digital age. In particular, the paper explores how marketers are harnessing AI to create personalised strategies tailored to individual customer needs, augmenting the power of content marketing in order to engage customers across diverse channels and touch points. As this paper explains, however, for a company to transition from AI experimentation to mastery, it needs more than just technological prowess. Rather, it requires a holistic approach that integrates technology, strategy and people, supported by a data culture leader: a visionary tasked with aligning AI initiatives with strategic goals and fostering a culture of data-driven decision-making within the organisation. This paper provides actionable insights and thought-provoking questions to guide organisations in their quest for AI mastery. From assessing technological infrastructure to defining strategic objectives and cultivating a culture of innovation, the paper explores the key pillars of AI-driven marketing success.

Keywords: artificial intelligence (AI); digital marketing; data-driven strategies; marketing transformation; data culture leadership (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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