Digital marketing using Artificial Intelligence for educational institutions
Suchanová, Tereza (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120533458
https://urn.fi/URN:NBN:fi:amk-2024120533458
Tiivistelmä
Artificial Intelligence (AI) is transforming industries worldwide, including education and marketing. This thesis explores the integration of AI into digital marketing campaigns to empower educational institutions to adopt and utilize the new technology. In addition, this research illustrates best practices for creating brand awareness and increasing student enrollment. By focusing on Google's advanced digital campaign solutions, Video Reach Campaigns 2.0 and Performance Max, this research provides a structured framework and practical applications tailored to educational institutions.
The thesis uses a mixed-methods approach, which combines quantitative analysis of search patterns using Google Trends with qualitative insights from interviews with Google marketing experts. This approach identifies market tendencies, evaluates the effectiveness of AI-driven campaigns, and provides actionable recommendations. The main output of the research is a Digital Marketing Playbook, which is included in Appendix 3. The playbook is a step-by-step guide for universities to effectively implement AI-powered marketing campaigns.
The findings highlight AI's transformative potential in reshaping traditional marketing approaches. It enables greater personalization, improved targeting, and optimized campaigns. The study leverages theoretical models such as AIDA, ELM, and the Marketing Funnel, to explain the customer journey and respective practical applications. While acknowledging limitations like dependency on the Google ecosystem, limited resources for smaller institutions, and the need to adapt to evolving technological standards, the research highlights the significant value proposition and future opportunities, that AI and digital marketing offer.
The thesis uses a mixed-methods approach, which combines quantitative analysis of search patterns using Google Trends with qualitative insights from interviews with Google marketing experts. This approach identifies market tendencies, evaluates the effectiveness of AI-driven campaigns, and provides actionable recommendations. The main output of the research is a Digital Marketing Playbook, which is included in Appendix 3. The playbook is a step-by-step guide for universities to effectively implement AI-powered marketing campaigns.
The findings highlight AI's transformative potential in reshaping traditional marketing approaches. It enables greater personalization, improved targeting, and optimized campaigns. The study leverages theoretical models such as AIDA, ELM, and the Marketing Funnel, to explain the customer journey and respective practical applications. While acknowledging limitations like dependency on the Google ecosystem, limited resources for smaller institutions, and the need to adapt to evolving technological standards, the research highlights the significant value proposition and future opportunities, that AI and digital marketing offer.