Abstract
Digital marketing includes a combination of marketing activity and implication of computer science to optimise the activity of advertisement and sales generation. In this study a comprehensive discussion is conducted to evaluate the aspect of technological advancement in Artificial intelligence and its implication in digital marketing activities. Different methods of digital marketing are discussed in this regard that facilitate modern companies to attain an effective customer engagement through direct interaction. SEO, PPC, Chatbots, SMM and other methods are found to be used extensively in recent times to optimise the marketing operation in the global market. Implication of AI is significant in this regard to enhance the aforementioned methods and improve the process of online marketing. AI facilitates the business entities in gathering customer’s data at the time of searching about products. Brain modelling, time series prediction, image recognition and other techniques are used by AI to offer more relevant data to the business entities regarding customer behaviour and purchase intention. Augmented reality is another important feature in this regard that facilitates customers to see and feel products offered by companies that contribute to increasing the amount of sales volume in the targeted market. Such kind of technological advancement contributes in evaluating customers’ perception about the product and services that helps the marketer to implement suitable strategies to meet customer demands. It can be done by optimising the quality of customer services and products by differentiating it from others available in the similar market. Hence, AI influences to enhance the technique of product promotion to improve the sales volume in target market by effective technical advancements.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Murgai, A.: Transforming digital marketing with artificial intelligence. Int. J. Latest Technol. Eng. Manage. Appl. Sci. 7(4), 259–262 (2018)
Schaefer, M., Hetman, O.: Effective tools of digital marketing implementation. Eкoнoмiчний вicник yнiвepcитeтy 41, 67–74 (2019)
Statista Research Department: Digital advertising spending worldwide from 2017 to 2024, by format (2021). [Online]. Available at: https://www.statista.com/statistics/456679/digital-advertising-revenue-format-digital-market-outlook-worldwide/. Accessed on 9 Jun 2021
Liu, X.: Analyzing the impact of user-generated content on B2B Firms’ stock performance: big data analysis with machine learning methods. Ind. Mark. Manage. 86, 30–39 (2020)
Behera, R.K., Gunasekaran, A., Gupta, S., Kamboj, S., Bala, P.K.: Personalized digital marketing recommender engine. J. Retail. Consumer Services 53, 101799 (2020)
Thomas, P.S., Theocharous, G., Ghavamzadeh, M., Durugkar, I., Brunskill, E.: Predictive off-policy policy evaluation for nonstationary decision problems, with applications to digital marketing. In AAAI, pp. 4740–4745 (2017)
Vishnoi, S.K., Bagga, T.E.E.N.A., Sharma, A.A.R.U.S.H.I., Wani, S.N.: Artificial intelligence enabled marketing solutions: a review. Indian J. Econ. Bus. 167–177
Yeğin, T.: The place and future of artificial intelligence in marketing strategies. Ekev Akademi Dergisi 24(81), 489–506 (2020)
Qin, X., Jiang, Z.: The impact of AI on the advertising process: the Chinese experience. J. Advert. 48(4), 338–346 (2019)
Banjac, I., Palić, M.: Analysis of best practice of artificial intelligence implementation in digital marketing activities. CroDiM: Int. J. Market. Sci. 4(1), 45–56 (2021)
Verma, S., Sharma, R., Deb, S., Maitra, D.: Artificial intelligence in marketing: systematic review and future research direction. Int. J. Inf. Manage. Data Insights, p. 100002 (2021)
Brock, J.K.U., Von Wangenheim, F.: Demystifying AI: what digital transformation leaders can teach you about realistic artificial intelligence. Calif. Manage. Rev. 61(4), 110–134 (2019)
Mustak, M., Salminen, J., Plé, L., Wirtz, J.: Artificial intelligence in marketing: topic modeling, scientometric analysis, and research agenda. J. Bus. Res. 124, 389–404 (2021)
Gherheș, V., Obrad, C.: Technical and humanities students’ perspectives on the development and sustainability of artificial intelligence (AI). Sustainability 10(9), 3066 (2018)
Monti, M.: Automated journalism and freedom of information: ethical and juridical problems related to AI in the press field. Opinio Juris in Comparatione 1, 2018 (2019)
Martınez-Plumed, F., Loe, B.S., Flach, P., O hEigeartaigh, S., Vold, K., Hernández-Orallo, J.: The facets of artificial intelligence: a framework to track the evolution of AI. In International Joint Conferences on Artificial Intelligence, pp. 5180–5187
Kane, G.C.: The evolutionary implications of social media for organizational knowledge management. Inf. Organ. 27(1), 37–46 (2017)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Guru, K., Raja, S., Sasiganth, J., Sharma, D.K., Tiwari, M., Tiwari, T. (2023). The Future Impact of Technological Developments on Digital Marketing Through Artificial Intelligence. In: Yadav, S., Haleem, A., Arora, P.K., Kumar, H. (eds) Proceedings of Second International Conference in Mechanical and Energy Technology. Smart Innovation, Systems and Technologies, vol 290. Springer, Singapore. https://doi.org/10.1007/978-981-19-0108-9_23
Download citation
DOI: https://doi.org/10.1007/978-981-19-0108-9_23
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-19-0107-2
Online ISBN: 978-981-19-0108-9
eBook Packages: EngineeringEngineering (R0)