Artificial Intelligence in Modern Digital Marketing
Al Sayed, Batoul (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052917678
https://urn.fi/URN:NBN:fi:amk-2024052917678
Tiivistelmä
This thesis investigates the impact and use of artificial intelligence (AI) in contemporary marketing, with a particular emphasis on understanding the prospects, problems, and consequences of AI integration into marketing strategy. Using a mix of quantitative survey data and qualitative interviews with marketing experts, the research investigates the present level of AI adoption in marketing, its advantages and downsides, and upcoming trends in AI-driven marketing efforts.
The study's findings highlight the widespread use of AI technology in marketing, with the majority of respondents recognizing its positive impact on a variety of marketing functions such as promotional activities, information management, customer service, decision-making, and overall operational efficiency. However, important problems of AI implementation were a lack of innovation, reliability, variety, and a high cost.
The qualitative interviews support the survey results by offering insight on the particular uses of AI in content development, keyword research, customer engagement, and marketing analytics inside digital marketing organizations. Furthermore, the interviews highlight increasing areas of interest such as Natural Language Processing (NLP) and predictive analytics, demonstrating a growing trend of employing sophisticated AI capabilities to improve marketing results.
This thesis offers significant insights into the intricacies and subtleties of using AI into marketing campaigns via a thorough study of the data obtained. It emphasizes the necessity of investing in AI education and training, prioritizing data protection and ethical issues, encouraging AI and human cooperation, constantly monitoring AI performance and effect, and remaining current on AI trends and advances. By implementing these tips, marketers can fully use AI to create creativity, efficiency, and effectiveness in their marketing efforts, eventually obtaining greater outcomes and keeping ahead of the competition in today's digital age.
The study's findings highlight the widespread use of AI technology in marketing, with the majority of respondents recognizing its positive impact on a variety of marketing functions such as promotional activities, information management, customer service, decision-making, and overall operational efficiency. However, important problems of AI implementation were a lack of innovation, reliability, variety, and a high cost.
The qualitative interviews support the survey results by offering insight on the particular uses of AI in content development, keyword research, customer engagement, and marketing analytics inside digital marketing organizations. Furthermore, the interviews highlight increasing areas of interest such as Natural Language Processing (NLP) and predictive analytics, demonstrating a growing trend of employing sophisticated AI capabilities to improve marketing results.
This thesis offers significant insights into the intricacies and subtleties of using AI into marketing campaigns via a thorough study of the data obtained. It emphasizes the necessity of investing in AI education and training, prioritizing data protection and ethical issues, encouraging AI and human cooperation, constantly monitoring AI performance and effect, and remaining current on AI trends and advances. By implementing these tips, marketers can fully use AI to create creativity, efficiency, and effectiveness in their marketing efforts, eventually obtaining greater outcomes and keeping ahead of the competition in today's digital age.