How businesses of any size can use AI in a digital marketing strategy

Martin Broadhurst
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Martin Broadhurst: Director, Broadhurst Digital Limited, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 8, issue 2, 122-132

Abstract: In recent years it has been said that data is the new oil and marketing departments have never had much data to work with. At the same time, big tech companies are investing huge sums into artificial intelligence and machine learning (AI/ML) while making access to these tools easily available through cloud-computing services. This convergence of data abundance and easy access to AI/ML technology has created a huge opportunity for marketers to become more efficient and more effective through the use of AI. However, marketers are still struggling to take advantage of the opportunities presented by marketing AI technology due to a lack of knowledge within the profession. Organisations are educating marketing professionals through frameworks such as the 5Ps of Marketing AI to help identify use cases. The AI/ML marketing deployment matrix helps marketing professionals self-assess their organisation to better identify ways to utilise AI for their situation.

Keywords: artificial intelligence; AI/ML; marketing AI; AI framework (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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