Optimising content-based online marketing strategies through generative AI: Insights, algorithms, and future perspectives

Oksana Deriabina, Christina Hofmann-Stölting and Stefan Tuschl

PraxisWissen - German Journal of Marketing, 2024, vol. 9, issue 01/2024, 85-102

Abstract: In the past, many marketers did not pay much attention to AI, even though it has been used to address target groups, for product recommendations and optimise campaigns. However, since ChatGPT's introduction by OpenAI in November 2022, there's been a surge in interest in generative AI across the marketing sector. Tools like ChatGPT or DALL-E 3 are proving invaluable in content marketing. This article explores how genAI transforms digital marketing by automating repetitive tasks and enabling the creation of personalised, innovative content more swiftly and cost-effectively. It focuses on online marketing avenues such as email, social media, and display advertising, offering insights into the algorithms behind genAI, highlighting the symbiotic relationship between AI and online marketing for both academics and practitioners.

Keywords: Artificial Intelligence; Big Data; Chatbot; ChatGPT; Content Marketing; Deep Learning; Generative AI; Large Language Models; Online Marketing (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/335559/1/1950059057.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:afmpwm:335559

DOI: 10.15459/95451.68

Access Statistics for this article

PraxisWissen - German Journal of Marketing is currently edited by Mahmut Arica, Annett Wolf

More articles in PraxisWissen - German Journal of Marketing from AfM – Arbeitsgemeinschaft für Marketing
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().