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The Future of Digital Marketing: Leveraging Artificial Intelligence for Competitive Strategies and Tactics
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Author(s): Yogita Yashveer Raghav (K.R. Mangalam University, India), Rupesh Kumar Tipu (K.R. Mangalam University, India), Ruchika Bhakhar (K.R. Mangalam University, India), Tanu Gupta (K.R. Mangalam University, India)and Kriti Sharma (Sushant University, India)
Copyright: 2024
Pages: 26
Source title:
The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics
Source Author(s)/Editor(s): Sandrina Teixeira (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)and Jorge Remondes (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-9324-3.ch011
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Abstract
AI is crucial for digital marketing, enabling data analysis, customer insights, and campaign optimization. This chapter explores AI's role, benefits, and limitations in marketing. It covers analyzing customer behavior, personalized content, campaign optimization, and engagement. AI trends, use cases like personalized content and chatbots, and emerging technologies are discussed. Real-life examples and case studies showcase successful AI integration. The chapter provides a framework for an AI-driven marketing strategy, emphasizing data management and talent acquisition. It explores the future of AI in digital marketing, including augmented reality and voice search. Overall, leveraging AI helps companies thrive in the competitive digital landscape.
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