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.

Against generalisation: Data-driven decisions need context to be human-compatible

2021 ◽  
pp. 026638212110619
Author(s):  
Sharon Richardson
Keyword(s):  
Artificial Intelligence ◽  
Real World ◽  
Data Science ◽  
Machine Learning Algorithms ◽  
Data Driven ◽  
Theoretical Frameworks ◽  
The Past ◽  
Real World Applications ◽  
Contextual Framework ◽  
Data Driven Decisions

During the past two decades, there have been a number of breakthroughs in the fields of data science and artificial intelligence, made possible by advanced machine learning algorithms trained through access to massive volumes of data. However, their adoption and use in real-world applications remains a challenge. This paper posits that a key limitation in making AI applicable has been a failure to modernise the theoretical frameworks needed to evaluate and adopt outcomes. Such a need was anticipated with the arrival of the digital computer in the 1950s but has remained unrealised. This paper reviews how the field of data science emerged and led to rapid breakthroughs in algorithms underpinning research into artificial intelligence. It then discusses the contextual framework now needed to advance the use of AI in real-world decisions that impact human lives and livelihoods.

scholarly journals Digital Destination Matching: Practices, Priorities and Predictions

2021 ◽  
Vol 13 (19) ◽  
pp. 10540
Author(s):  
Mary-Ann Cooper ◽  
Raquel Camprubí ◽  
Erdogan Koc ◽  
Ralf Buckley
Keyword(s):  
Social Media ◽  
Search Engines ◽  
Cultural Context ◽  
Destination Image ◽  
Digital Marketing ◽  
Customer Data ◽  
Travel Agents ◽  
The Past ◽  
Multichannel Marketing ◽  
Marketing Methods

Over the past three years, travel agents, enterprises and destinations have switched almost entirely from traditional to digital marketing methods, relying strongly on search engines and social media. They consider these methods as faster, more flexible, financially more efficient, and with wider reach. Most importantly, they provide customer data and feedback, with precise targeting of different messages to different market sectors, with rapid measures of success. This, however, leads to fragmentation of information reaching tourists, which itself affects destination image. This seems unavoidable with continuing competition between platforms; hence, the agents, enterprises and destinations need multichannel marketing. In addition, since most search engines and social media are international, cultural context is a critical component of communications, in style and content as well as language. This may now include multiple sensory detectors and sources, including visual, sound, and haptic. As tourists increasingly garner information independently, travel agents have greater incentives to seek exclusive control over sales of specific products.

Digital Marketing in a New Age Economy

2019 ◽  
pp. 339-358
Author(s):  
Indira Ananth ◽  
Madhava Priya Dananjayan
Keyword(s):  
Social Media ◽  
New Age ◽  
Business Environment ◽  
Annual Rate ◽  
Digital Marketing ◽  
The Past ◽  
The World ◽  
Marketing Firms ◽  
High Phase

Digital marketing has developed enormously over the past few years. India saw a 100% rise in social media users last year according to IAMAI. India's e-commerce market went up to USD 38 billion in 2016. India's e-commerce revenue is expected to jump from $30 billion in 2016 to $120 billion in 2020, growing at an annual rate of 51%, the highest in the world. The chapter seeks to understand how firms working in the digital marketing space are using the various tools to help build businesses in a competitive business environment. The chapter looks at the B2B space, focusing on digital marketing firms started between 2007 and 2009 in India. The data has been collated from internet sources, namely https://www.topseos.com/ and company websites. Results showed that, especially after 2016, all these digital companies are growing in a high phase with acquisition of more clients. They are able to retain them by providing good services at affordable costs which can be seen in the expanding client base. This shows that digitalization can help companies grow.

scholarly journals What can computational models learn from human selective attention? A review from an audiovisual unimodal and crossmodal perspective

2019 ◽  
Author(s):  
Di Fu ◽  
Cornelius Weber ◽  
Guochun Yang ◽  
Matthias Kerzel ◽  
Weizhi Nan ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Selective Attention ◽  
Computational Modeling ◽  
Cognitive Neuroscience ◽  
Real World ◽  
Information Acquisition ◽  
Essential Role ◽  
Computational Models ◽  
The Past ◽  
Shed Light

Selective attention plays an essential role in information acquisition and utilizationfrom the environment. In the past 50 years, research on selective attention has beena central topic in cognitive science. Compared with unimodal studies, crossmodalstudies are more complex but necessary to solve real-world challenges in both humanexperiments and computational modeling. Although an increasing number of findingson crossmodal selective attention have shed light on humans’ behavioral patterns andneural underpinnings, a much better understanding is still necessary to yield the samebenefit for intelligent computational agents. This article reviews studies of selectiveattention in unimodal visual and auditory and crossmodal audiovisual setups from themultidisciplinary perspectives of psychology and cognitive neuroscience, and evaluatesdifferent ways to simulate analogous mechanisms in computational models and robotics.We discuss the gaps between these fields in this interdisciplinary review and provideinsights about how to use psychological findings and theories in artificial intelligence fromdifferent perspectives.

The Oxford Handbook of Methods for Public Scholarship

2019 ◽  
Keyword(s):  
Social Media ◽  
Real World ◽  
Digital Technologies ◽  
The Internet ◽  
Comprehensive Overview ◽  
Public Scholarship ◽  
The Past ◽  
The Arts ◽  
Methodological Instruction ◽  
Key Issues

The Oxford Handbook of Methods for Public Scholarship presents the first comprehensive overview of research methods and practices for engaging in public scholarship. Public scholarship, which has been on the rise over the past 25 years, produces knowledge that is available outside of the academy, is useful to relevant stakeholders, and addresses publicly identified needs. By involving stakeholders in the entire process, and making the findings accessible, public scholars contribute to the democratization of research. The Oxford Handbook of Methods for Public Scholarship provides methodological instruction for engaging in public scholarship. The handbook features a who’s who of highly respected interdisciplinary contributors as well as emerging scholars. Chapters include robust examples from real world research in different fields and cultures, ample discussion of working with nonacademic stakeholders, coverage of traditional methods, coverage of emergent methods including those that draw on the arts, the internet, social media, and digital technologies, as well as coverage of key issues including writing, publicity, and funding.

Cameras Everywhere Revisited: How Digital Technologies and Social Media Aid and Inhibit Human Rights Documentation and Advocacy

2019 ◽  
Vol 11 (2) ◽  
pp. 373-392 ◽  
Author(s):  
Sam Gregory
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Human Rights ◽  
Digital Technology ◽  
Fake News ◽  
Diverse Range ◽  
The Past ◽  
Fact Finding ◽  
The Impact ◽  
New Strategies

Abstract Pessimism currently prevails around human rights globally, as well as about the impact of digital technology and social media in supporting rights. However, there have been key successes in the use of these tools for documentation and advocacy in the past decade, including greater participation, more documentation, and growth of new fields around citizen evidence and fact-finding. Governments and others antagonistic to human rights have caught up in terms of weaponizing the affordances of the internet and pushing back on rights actors. Key challenges to be grappled with are consistent with ones that have existed for a decade but are exacerbated now—how to protect and enhance safety of vulnerable people and provide agency over visibility and anonymity; how to ensure and improve trust and credibility of human rights documentation and advocacy campaigning; and how to identify and use new strategies that optimize for a climate of volume of media, declining trust in traditional sources, and active strategies of distraction and misinformation. All of these activities take place primarily within a set of platforms that are governed by commercial imperatives and attention-based algorithms, and that increasingly use unaccountable content moderation processes driven by artificial intelligence. The article argues for a pragmatic approach to harm reduction within the platforms and tools that are used by a diverse range of human rights defenders, and for a proactive engagement on ensuring that an inclusive human rights perspective is centred in responses to new challenges at a global level within a multipolar world as well as specific areas of challenge and opportunity such as fake news and authenticity, deepfakes, use of artificial intelligence to find and make sense of information, virtual reality, and how we ensure effective solidarity activism. Solutions and usages in these areas must avoid causing inadvertent as well as deliberate harms to already marginalized people.

Modeling and using context

1998 ◽  
Vol 13 (2) ◽  
pp. 185-194 ◽  
Author(s):  
PATRICK BRÉZILLON ◽  
MARCOS CAVALCANTI
Keyword(s):  
Artificial Intelligence ◽  
Problem Solving ◽  
Real World ◽  
Point Of View ◽  
Theoretical Level ◽  
The Past ◽  
System Building ◽  
Real World Applications ◽  
Different Types ◽  
Model Context

The first International and Interdisciplinary Conference on Modeling and Using Context (CONTEXT-97) was held at Rio de Janeiro, Brazil on February 4–6 1997. This article provides a summary of the presentations and discussions during the three days with a focus on context in applications. The notion of context is far from defined, and is dependent in its interpretation on a cognitive science versus an engineering (or system building) point of view. However, the conference makes it possible to identify new trends in the formalization of context at a theoretical level, as well as in the use of context in real-world applications. Results presented at the conference are ascribed in the realm of the works on context over the past few years at specific workshops and symposia. The diversity of the attendees' origins (artificial intelligence, linguistics, philosophy, psychology, etc.) demonstrates that there are different types of context, not a unique one. For instance, logicians model context at the level of the knowledge representation and the reasoning mechanisms, while cognitive scientists consider context at the level of the interaction between two agents (i.e. two humans or a human and a machine). In the latter case, there are now strong arguments proving that one can speak of context only in reference to its use (e.g. context of an item or of a problem solving exercise). Moreover, there are different types of context that are interdependent. This makes it possible to understand why, despite the consensus on some context aspects, agreement on the notion of context is not yet achieved.

scholarly journals Deep LSTM for Emoji Twitter Sentiment Exploration via Distributed Embeddings

2019 ◽  
Vol 8 (11) ◽  
pp. 1714-1718 ◽  
Keyword(s):  
Neural Network ◽  
Social Media ◽  
Public Relations ◽  
Real World ◽  
State Of The Art ◽  
The State ◽  
Digital Marketing ◽  
Emotional Status ◽  
The Real ◽  
Proposed Model

Social media’s sentimental data is the most vital digital marketing platform that can help us to reveal the real world events including qualitative insights to understand people’s visibility about brands, politics, emotional status, and so on. With today’s interrelated world, a public relations disaster can be initiated with one post or a tweet. Conventional sentimental analysis is the process of defining whether the shared post on social media is neutral, positive or negative and has been focused by the Dealers, Administrations to understand public feelings of their products and corporation. However, extensive usage of emoji in social media has attracted an increasing interest. In this proposed framework, we suggest a novel scheme for Twitter sentiment method on emojis by considering pre-trained word and emoji embeddings. We first train our model to learn word, emoji embeddings under positive and negative tweets; later a classifier passes them through a neural network combining LSTM to achieve better performance. Our tests show that the proposed model operational for extracting sentiment-aware emojis and outperforms the state-of-the-art simulations.

scholarly journals Applied Artificial Intelligence – Making AI Work for Consumers as a Core Business Component

2020 ◽  
pp. 39-72
Author(s):  
Mikael Wiberg ◽  
Keyword(s):  
Artificial Intelligence ◽  
Study Design ◽  
Real World ◽  
Design Development ◽  
The Past ◽  
Growing Body ◽  
Business Component ◽  
Online Business ◽  
Societal Level ◽  
Applied Artificial Intelligence

Artificial Intelligence (AI) is now rapidly being applied in our society. While the breakthrough of AI in terms of its use and its applicability on a societal level has in fact been repeatedly announced since the mid 1950s, is now truer than ever. As recently acknowledged, AI has now, after three waves of developments, finally left the research labs and entered real-world contexts. Accordingly, and as AI is now increasingly and widely applied, we suggest that it is now time to address issues related to “Applied Artificial Intelligence” (AAI). In this paper we propose this term, and we define it as the study, design, development, implementation and use of Artificial Intelligence technologies to address real-world problems. In this article we present how AI has developed over the past few decades, and across three waves of developments, and we illustrated Applied Artificial Intelligence by presenting our e-Biz corp case where a global actor is now using AI as a core component of their online business. We conclude this article with a set of recommendations for moving forward with Applied Artificial Intelligence, and we present the main contributions offered by our work to the growing body of research on how to make use of AI.

scholarly journals The impact of social media and e-WOM on the success of reward-based crowdfunding campaigns

2021 ◽  
Vol 2021-02-25 (OLF) ◽  
Author(s):  
Susana Bernardino ◽  
◽  
J. Freitas Santos ◽  
Sílvie Oliveira ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Causal Effect ◽  
Critical Role ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Alternative Form ◽  
The Past ◽  
Small Investors ◽  
The Impact

Crowdfunding (CF) is a financial tool that has faced an impressive growth over the past few years, and provides an alternative form of fundraising entrepreneurial projects. However, not all CF campaigns are successful in attracting the investors’ interest and obtaining the pledging goal. As CF is built over internet platforms, digital marketing strategies have been used to improve awareness and engage people to contribute with small amounts of money for a given CF campaign. Hence, this paper intends to study the effect of social media and electronic word of mouth (e-WOM) on the CF campaigns’ outcomes and whether these digital marketing strategies might influence the small investors’ decision to support or not a reward-based CF campaign. Using a sample of data from the second largest American reward-based CF platform (Indiegogo), we have applied the multiple OLS regression analysis, to assess the causal effect of various sets of variables in the success rate of a CF campaign. The findings show that social media and e-WOM strategies play a critical role and have a positive significant impact on a CF campaign.

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