Transforming Digital Marketing Techniques: AI Application & Practical Influence in Today’s Business World.

The management of many components in a modern organisation today heavily relies on information systems (IS) (Ada, 2015).?This is owing to the unstable, dynamic changes in the business environment today, where there is an increase in demand of data needed for decision-making in several organisational sectors such as advertising, digital marketing, sales, HR etc. This data must be accurate, timely and cost-effective to handle changing business opportunities, risks, client interactions and ensure the organisations can compete in the market (Ada, 2015).

However, according to Buntak et al (2021), the emergence and changes in new technologies for managing these data, along with the constant changes in the business world, has led to the adoption of a more creative information system and innovation known as artificial intelligence (AI).

Although, the early development of artificial intelligence can be traced back to the 1950s, when there was a lot of doubt surrounding what it could bring and do for humans, its impact on modern business strategies such as digital marketing cannot be over-emphasized (Buntak et al, 2021).

According to Khatri (2021), the world of digital marketing is constantly changing, and artificial intelligence (AI) is at the forefront, leading this transition which is only expected to increase in the years to come.

Digital marketing techniques have changed dramatically owing to the adoption of artificial intelligence (AI) as it has transformed the behaviour of many organisations in the way they reach out to their target audience, the analysis of their consumer behaviour and the creation of their marketing strategies (Khatri, 2021).

Artificial Intelligent (AI) powered tools can process enormous volumes of data, campaign optimisation and extract insights all in real time allowing marketers to be able to align their content and messaging to the specific audiences they are after (Haleem et al, 2022).

Organisations can now develop personalised experiences, improve customer engagement, and boost ROI thanks to the usage of AI (Haleem et al, 2022).

This article will explore the application of AI in transforming digital marketing techniques in modern business.

Predictive Analytics using algorithms

Predictive analytics which is powered by AI algorithms is revolutionising digital marketing strategies by empowering organisations with the ability to predict future trends, campaigns and identify potential customers using data-driven insights (Olavsrud & Edwards, 2023).

Personalised Experiences

AI can analyse consumer data to provide personalised recommendations and experiences, using the cloud's millions of transactions (Hosalikar, 2022). The use of AI algorithms has allowed organisation to have the capabilities to be able to personalise and understand the customer journey across several touch points knowing what their interests are based on their browsing history and buying history thereby increasing engagement, increasing loyalty and improving sales (Hosalikar, 2022).

Automating Customer Interactions

Artificial Intelligence is enabling organisations to automate customer interactions, email marketing and social media management by being able to analyse data and ensure machine learning (Digest,2017)

AI Chatbots can interact with unlimited customers and by 2025, 95% of interactions will be handled by intelligent machines (Digest, 2017).

In conclusion, how organisations approach marketing has changed due to the incorporation of AI into digital marketing tactics. Organisations can enhance the customer experience, target more specific audiences, and maximise their marketing efforts by adopting artificial intelligence and using AI-powered tools. It is imperative that organisations also address the dangers and challenges associated with the adoption of artificial intelligence, such as privacy and data security, to ensure that they adopt this technology ethically and successfully in their business without breaching any laws.

However, it is essential to note that organisations that use AI-based digital marketing techniques will have a competitive advantage in the current, fast-evolving digital business environment.

CITATIONS:

Ada, ?., & Ghaffarzadeh, M. (2015). Decision making based on Management Information System and decision support system. European Researcher, 93(4), 260–269. https://doi.org/10.13187/er.2015.93.260

Buntak, K., Kovacic, M., & Mutavdzija, M. (2021). Application of artificial intelligence in the business. International Journal for Quality Research, 15(2), 403–416. https://doi.org/10.24874/ijqr15.02-03

Cote, C. (2021, October 26). What is predictive analytics? 5 examples: HBS Online. Business Insights Blog. Retrieved April 16, 2023, from https://online.hbs.edu/blog/post/predictive-analytics

Digest, F. (2017, March 10). Ai will power 95% of customer interactions by 2025. Finance Digest │ Finance │Business │ Banking │Technology. Retrieved April 17, 2023, from https://www.financedigest.com/ai-will-power-95-of-customer-interactions-by-2025.html

Haleem, A., Javaid, M., Asim Qadri, M., Pratap Singh, R., & Suman, R. (2022). Artificial Intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119–132. https://doi.org/10.1016/j.ijin.2022.08.005

Hosalikar, S. (2022, November 29). Top benefits of AI in Digital Marketing. Great Learning Blog: Free Resources what Matters to shape your Career! Retrieved April 16, 2023, from https://www.mygreatlearning.com/blog/top-benefits-of-ai-in-digital-marketing/

Khatri, D. M. (2021). How digital marketing along with Artificial Intelligence is transforming consumer behaviour? International Journal for Research in Applied Science and Engineering Technology, 9(VII), 523–527. https://doi.org/10.22214/ijraset.2021.36287

Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial Intelligence in advertising. Journal of Advertising Research, 58(3), 263–267. https://doi.org/10.2501/jar-2018-035

Olavsrud, T., & Edwards, J. (2023, February 10). What is predictive analytics? transforming data into future insights. CIO. Retrieved April 16, 2023, from https://www.cio.com/article/228901/what-is-predictive-analytics-transforming-data-into-future-insights.html

Thomas, M. (2023, April 16). The future of AI: How Artificial Intelligence Will Change the world. Built In. Retrieved April 16, 2023, from https://builtin.com/artificial-intelligence/artificial-intelligence-future?