The Usefulness of Machine Learning in Digital Marketing

George Chirita and Mioara Chirita
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George Chirita: Dunarea de Jos University of Galati, Romania
Mioara Chirita: Dunarea de Jos University of Galati, Romania

Risk in Contemporary Economy, 2023, 263-271

Abstract: The digital marketing landscape has evolved rapidly in recent years, fuelled by the ever-increasing volume and sophistication of data collected on customer behaviour. In this dynamic environment, machine learning has emerged as a transformative tool, empowering marketers to harness the power of data and make informed decisions that drive engagement and growth. This paper delves into the multifaceted applications of machine learning in digital marketing, exploring its ability to enhance personalization, optimize ad campaigns, personalize content, and automate tasks. By leveraging machine learning techniques, marketers can gain deeper insights into customer preferences, identify untapped opportunities, and deliver tailored experiences that resonate with their target audience. This, in turn, leads to increased customer engagement, improved conversion rates, and enhanced brand loyalty. As machine learning continues to advance, its impact on digital marketing is poised to grow even more profound, shaping the future of customer interactions and business success.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fserec:y:2023:p:263-271

DOI: 10.35219/rce20670532168

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