Digital Marketing in the Age of Artificial Intelligence: Challenges, Opportunities, Trends

Ana Todorova ()

Ikonomiceski i Sotsialni Alternativi, 2024, issue 1, 94-108

Abstract: The article examines the main trends in marketing according to leading digital agencies in Bulgaria. Analysis of existing publications shows that artificial intelligence retains its dominant role in digital marketing. Without a doubt, AI provides marketers with new and effective ways to target audiences, personalize content and measure results. At the same time, already established and widely used marketing tools such as email marketing and content marketing continue to be a leading element in brand strategies for reaching relevant audiences. As a result of the content analysis, six key trends have been identified predetermining the development of marketing, developed as a priority in a digital environment: artificial intelligence, personalization, email marketing, the social network TikTok, video content and sustainability as a way of production, consumption and communication. In the context of the so-called never normal, reflecting the uncertainty and dynamics of the complex global reality, the knowledge and application of the challenges and opportunities reflected in the article in the era of artificial intelligence imply the achievement not only of competitiveness and significant success but also of higher sustainability for companies.

Keywords: digital marketing; artificial intelligence; email marketing; content marketing; social networks (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2024
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