Artificial Intelligence: Optimizing the Experience of Digital Marketing
George Cosmin Tanase
Romanian Distribution Committee Magazine, 2018, vol. 9, issue 1, 24-28
The wealth of media and channels that have arisen in the past years has created a complex problem for modern marketers. Today’s advertisers must simultaneously dedicate their energy to brand storytelling, audience-based targeting, insights from customer data, personalization, and customer experience, all across a myriad of new media channels and devices. Consumers have raised their standards for personalization in marketing campaigns, and without a way to efficiently leverage the increasing amount of data they produce, brands will consistently fail to meet those standards. A combination of the advertising and marketing technology ecosystems offers hundreds of software solutions that claim to automate and simplify many different processes for marketers, from email creative optimization to the buying of digital media. In fact, there are so many of these solutions that piecing them together into a comprehensive “marketing” stack is nearly impossible. Marketing stacks today have become so complicated that operating them is just as, or even more difficult than, manually completing the tasks they’re designed to automate.
Keywords: Tech Solutions; Optimization; Vendors; Customer Data; Predictive Analytics (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 Q55 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:rdc:journl:v:9:y:2018:i:1:p:24-28
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