A Case Study on AI-driven Digital Marketing for Small Businesses
Sridhar, Nandini (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025102226292
https://urn.fi/URN:NBN:fi:amk-2025102226292
Tiivistelmä
Digital marketing has grown into a vital strategy, enabling businesses today to reach wider audiences, build stronger connections, and drive growth efficiently. It helps small businesses increase visibility, attract customers, and boost sales. Artificial Intelligence (AI) has swiftly evolved into a powerful technology recently, becoming essential for smarter decision-making in today’s world. It supports small businesses in online marketing by streamlining processes, tailoring customer interactions, and optimizing campaigns for improved outcomes.
This thesis aims to demonstrate a few selected AI tools used for digital marketing for small businesses. We set the scope of this thesis to 4 facets of digital marketing: content, social media, email marketing and ad optimization.
We choose and experiment with three tools that offer different approaches to generate AI driven marketing outcomes. They are CopyAI (that has both ready and customisable workflows), Writesonic (that has ready-to-use templates) and ChatGPT (that generates content based on user prompts). We also use code-based simulation for A/B testing to determine the best performing content (tool) under the experimental conditions.
The results show that all chosen tools perform fairly well for the different use cases, with one of them performing marginally better for specific use cases, highlighting that all of them could be used for digital marketing when it comes to quality and efficiency. However, the choice of the AI tools for small business depend on factors such as costs and pricing, easy integration, as well.
We conclude from our study that AI can applied to a considerable extent for digital marketing for automating non-creative tasks with minimal orchestration. Nevertheless, these tools should be viewed as supportive allies to create and optimize content, but not as replacements for humans.
This thesis aims to demonstrate a few selected AI tools used for digital marketing for small businesses. We set the scope of this thesis to 4 facets of digital marketing: content, social media, email marketing and ad optimization.
We choose and experiment with three tools that offer different approaches to generate AI driven marketing outcomes. They are CopyAI (that has both ready and customisable workflows), Writesonic (that has ready-to-use templates) and ChatGPT (that generates content based on user prompts). We also use code-based simulation for A/B testing to determine the best performing content (tool) under the experimental conditions.
The results show that all chosen tools perform fairly well for the different use cases, with one of them performing marginally better for specific use cases, highlighting that all of them could be used for digital marketing when it comes to quality and efficiency. However, the choice of the AI tools for small business depend on factors such as costs and pricing, easy integration, as well.
We conclude from our study that AI can applied to a considerable extent for digital marketing for automating non-creative tasks with minimal orchestration. Nevertheless, these tools should be viewed as supportive allies to create and optimize content, but not as replacements for humans.