Artificial Intelligence (AI) Impact on Digital Marketing Research

2019 ◽  
pp. 1251-1259
Author(s):  
Dimitris C. Gkikas ◽  
Prokopis K. Theodoridis
Keyword(s):  
Artificial Intelligence ◽  
Marketing Research ◽  
Digital Marketing

scholarly journals MODERN DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON THE MARKETING STRATEGY FORMATION

2021 ◽  
Vol 1 (54) ◽  
Author(s):  
Valentyn H. Hnoievyi ◽  
◽  
Oleksandr M. Koren ◽  
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
New Technologies ◽  
Digital Communication ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Digital Platforms

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience.

Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review.

2018 ◽  
Vol 5 (1) ◽  
Author(s):  
Amit Kumar Bhanja ◽  
P.C Tripathy
Keyword(s):  
Artificial Intelligence ◽  
Internet Of Things ◽  
Business Environment ◽  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Customer Base ◽  
Innovative Methods ◽  
Online Shoppers ◽  
Drastic Increase

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

The changing role of marketing: Digital transformation of marketing

2020 ◽  
pp. 77-94
Author(s):  
Storbacka Robert ◽  
Kaj Anold
Keyword(s):  
Business Models ◽  
Academic Research ◽  
Marketing Research ◽  
Digital Transformation ◽  
Digital Marketing ◽  
Technology Firms ◽  
Back Office ◽  
Changing Role ◽  
Channel Environment

Digitalization affects every aspect of a firm’s business model–from front-end to back-office, from how firms create value for their customers to how they capture value– and doing so can reshape every facet of the firm. By adapting their business models to the possibilities of technology, firms are facing an accelerating transformation of their activities, offering new opportunities for “out-of-the-box” development of new processes and tools, which effectively challenge deeply engrained functional silo- based thinking. Despite the ubiquity of digital transformation, much academic research still seems to take a functional view (Verhoef et al. 2019), where information systems look into the development and adoption of specific technologies (Nambisan et al. 2017) or analytics schemes (Davenport and Ronanki 2018), strategic management research focuses on understanding the role of new digitalized business models (Foss and Saebi, 2017), and marketing research focuses on what is generally called “digital marketing” or the development of an omni-channel environment (Verhoef et al. 2015; Lamberton and Stephen 2016; Kannan and Li 2017).

scholarly journals Intention to study digital marketing in the context of expected quality of a study program

2021 ◽  
pp. 35-44
Author(s):  
Ines Đokić ◽  
Nikola Milićević ◽  
Nenad Đokić
Keyword(s):  
Structural Equation ◽  
Marketing Research ◽  
Digital Marketing ◽  
Equation Modeling ◽  
General Level ◽  
Study Program ◽  
Generic Skills ◽  
Quality In Higher Education ◽  
The Impact

Measuring the quality in higher education can be performed on a more general level, usually by adjusting the instruments for measuring the quality of services in general, or through instruments that are related most directly to the study program. In any case, in methodological terms, one should keep in mind the relevant scientific knowledge regarding the treatment of a model that describes the relations of quality and its dimensions. In addition to appropriate theoretical observations, a primary marketing research was conducted in this paper, in order to determine whether and to what extent the expected quality of the study program affects the intention to enroll in it. In this particular case, students of the Faculty of Economics in Subotica (n = 89) evaluated (in June 2021) the expected quality of the master study program Digital Marketing (which is to start at this faculty in the forthcoming academic) and expressed their intentions to enroll in that program. Structural equation modeling was used. The results indicate that the expected quality positively and statistically significantly affects the intention to study the study program. The construct of the expected quality itself is statistically significantly formed by the dimensions of quality in the following order (according to the strength of the impact): Generic Skills, Good Teaching, Clear Goals and Standards, Appropriate Workload, and Appropriate Assessment.

Artificial Intelligence (AI): Revolutionizing Digital Marketing

2021 ◽  
pp. 183933492110376
Author(s):  
Patrick van Esch ◽  
J. Stewart Black
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Real World ◽  
Research Process ◽  
Digital Marketing ◽  
Customer Acquisition ◽  
Special Edition ◽  
Practical Application ◽  
The Past ◽  
Acquisition Costs

Artificial intelligence (AI)-enabled digital marketing is revolutionizing the way organizations create content for campaigns, generate leads, reduce customer acquisition costs, manage customer experiences, market themselves to prospective employees, and convert their reachable consumer base via social media. Real-world examples of organizations who are using AI in digital marketing abound. For example, Red Balloon and Harley Davidson used AI to automate their digital advertising campaigns. However, we are early in the process of both the practical application of AI by firms broadly and by their marketing functions in particular. One could argue that we are even earlier in the research process of conceptualizing, theorizing, and researching the use and impact of AI. Importantly, as with most technologies of significant potential, the application of AI in marketing engenders not just practical considerations but ethical questions as well. The ability of AI to automate activities, that in the past people did, also raises the issue of whether marketing professionals will embrace AI as a means to free them from more mundane tasks to spend time on higher value activities, or will they view AI as a threat to their employment? Given the nascent nature of research on AI at this point, the full capabilities and limitations of AI in marketing are unknown. This special edition takes an important step in illuminating both what we know and what we yet need to research.

Artificial intelligence in marketing and marketing research

2021 ◽  
pp. 147-163
Author(s):  
Merlin Stone ◽  
Luiz Moutinho ◽  
Yuksel Ekinci ◽  
Ashraf Labib ◽  
Geraint Evans ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Marketing Research

Hello marketing, what can artificial intelligence help you with?

2018 ◽  
Vol 60 (5) ◽  
pp. 435-438 ◽  
Author(s):  
Norbert Wirth
Keyword(s):  
Artificial Intelligence ◽  
Industrial Production ◽  
Market Research ◽  
New Technology ◽  
Digital Marketing ◽  
Strong Ai ◽  
Production Processes ◽  
Definition Of

Artificial intelligence based applications are emerging in a broad range of expert domains. News about AI based solutions in medicine, industrial production processes, logistics, mobility and digital marketing trigger discussions and a lot of speculation. The market research industry seems hesitant and at the same time eager to embrace this new technology. In this article the author provides a definition of artificial intelligence and its different forms: narrow AI, hybrid AI and strong AI. He concludes his reflection on the question whether it’s feasible to develop AI based marketing insights solutions with the recommendation: it’s time to embrace AI.

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