How Artificial Intelligence Affects Digital Marketing

Prokopis K. Theodoridis and Dimitris C. Gkikas ()
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Prokopis K. Theodoridis: University of Patras
Dimitris C. Gkikas: University of Patras

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 1319-1327 from Springer

Abstract: Abstract This paper describes the current and potential relationship between digital marketing and artificial intelligence (AI), proposing, at the same time, ways of artificial intelligence (AI) engagement in app development. As a genuine branch of Marketing science, digital marketing managed to create value to the organizations and increased the engagement with the customers through electronic services. Digital era has helped industries monitor their procedures including branding, promotion, advertising, production, channel distribution etc. Based on gathered data, interactive customer experience and a digital overview of procedures and sales, business managers could make more accurate and data driven decisions. Due to the excessive amount of data which is daily generated customers journey and experience turn to become extremely complicated. Organizations invest high budgets to cover the lack of information or the potential customers which have never been mapped. The large volume of data generated lead to a chaotic environment which marketer must handle. Users data daily change and decision makers must deal with this reality. The need of use smart applications within organizations emerges to better analyze, classify, optimize and target audiences. Technology aware customers lead industries to bigger financial investments and sophisticated solutions. Based on a high complex data world, marketers must identify their needs and search for advanced technological solutions. Business world manage to implement smart apps which directly affect marketing world and decision makers. Intelligent data-based driven models could lead to customer action predictions based on dependent variables of interest. Data mining, artificial intelligence (AI), machine learning, deep learning could act complementary to marketing science. User profiling, data classification, content optimization, optimized targeted audiences, predictive models, search engine ranking factors optimizations are some of the benefits that artificial intelligence (AI) could provide and generate highly accurate results.

Keywords: Artificial intelligence; Digital marketing; Big data; Customer behavior; Decision making; Predictive modeling (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_151

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