Optimizing the Digital Marketing Landscape: A Comprehensive Exploration of Artificial Intelligence (AI) Technologies, Applications, Advantages, and Challenges
Junaid Rahman
Department of Finance, University of Chittagong, Chittagong 4331, Bangladesh
Asif Raihan
Institute of Climate Change, National University of Malaysia, Bangi 43600, Malaysia
Tipon Tanchangya
Department of Finance, University of Chittagong, Chittagong 4331, Bangladesh
Mohammad Ridwan
Department of Economics, Noakhali Science and Technology University, Noakhali 3814, Bangladesh
DOI: https://doi.org/10.59429/ff.v2i2.6549
Keywords: artificial intelligence; digital marketing; big data; machine learning; deep learning
Abstract
This study investigates the profound influence of artificial intelligence (AI) technologies, including machine learning (ML), deep learning (DL), and big data, on improving marketing efficiency. The goal is to examine how these AI tools enhance marketing tactics and tackle the obstacles that marketers encounter. This study employs a thorough literature review technique to investigate the various uses and advantages of AI in tailoring advertising, forecasting customer behavior, and improving customer engagement. The results demonstrate that AI greatly enhances marketing accuracy and productivity through the automation of repetitive processes, the facilitation of real-time personalization, and the provision of more profound insights into client preferences. Nevertheless, obstacles such as the requirement for data of exceptional quality, significant infrastructure, and proficient experts impede the complete realization of AI's capabilities. Businesses should prioritize investing in reliable data management systems, implementing cloud-based AI solutions to lower expenses, and maintaining openness in data utilization to establish consumer trust. In order to properly manage the intricacies of AI in marketing, the report suggests integrating AI with human expertise, consistently assessing AI performance, and precisely establishing company objectives to ensure the effective alignment of AI tools. Implementing these tactics can improve marketing results and cultivate a customer experience that is driven by data and tailored to individual preferences.
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