Application of artificial intelligence in digital marketing
Contemporary digital technologies have significantly influenced the transformation of marketing activities in companies over the past decade. Artificial intelligence is considered one of the most disruptive modern technologies. Their implementation is the most significant challenge of digital market...
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| Format: | Article |
| Language: | English |
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University of Novi Sad - Faculty of Economics, Subotica
2024-01-01
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| Series: | Anali Ekonomskog fakulteta u Subotici |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2024/0350-21202452021M.pdf |
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| _version_ | 1841554346737664000 |
|---|---|
| author | Marić Mirjana Grljević Olivera Gluščević Luka |
| author_facet | Marić Mirjana Grljević Olivera Gluščević Luka |
| author_sort | Marić Mirjana |
| collection | DOAJ |
| description | Contemporary digital technologies have significantly influenced the transformation of marketing activities in companies over the past decade. Artificial intelligence is considered one of the most disruptive modern technologies. Their implementation is the most significant challenge of digital marketing. Artificial intelligence can automate customer service, generate content, and enable targeted ad campaigns. The problem identified by the authors is that smaller companies and entrepreneurs lack the necessary knowledge and understanding of artificial intelligence techniques that could enhance digital marketing strategies. By reviewing current literature, this paper aims to explain the digital marketing strategies and the role and place of various artificial intelligence techniques for their improvement. In line with the defined goal, the paper presents three case studies on industry giants - Coca-Cola, Starbucks, and Nike - illustrating successful implementations of artificial intelligence and machine learning techniques in their digital marketing. |
| format | Article |
| id | doaj-art-9f1b0d1adfde4039998203d25dd94ad3 |
| institution | Kabale University |
| issn | 0350-2120 2683-4162 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | University of Novi Sad - Faculty of Economics, Subotica |
| record_format | Article |
| series | Anali Ekonomskog fakulteta u Subotici |
| spelling | doaj-art-9f1b0d1adfde4039998203d25dd94ad32025-01-08T14:38:03ZengUniversity of Novi Sad - Faculty of Economics, SuboticaAnali Ekonomskog fakulteta u Subotici0350-21202683-41622024-01-01202452213710.5937/AnEkSub2300033M0350-21202452021MApplication of artificial intelligence in digital marketingMarić Mirjana0https://orcid.org/0000-0001-7150-4992Grljević Olivera1https://orcid.org/0000-0002-6028-1153Gluščević Luka2https://orcid.org/0009-0002-7640-9489University of Novi Sad, Faculty of Economics, Subotica, SerbiaUniversity of Novi Sad, Faculty of Economics, Subotica, SerbiaUniversity of Novi Sad, Faculty of Economics, Subotica, SerbiaContemporary digital technologies have significantly influenced the transformation of marketing activities in companies over the past decade. Artificial intelligence is considered one of the most disruptive modern technologies. Their implementation is the most significant challenge of digital marketing. Artificial intelligence can automate customer service, generate content, and enable targeted ad campaigns. The problem identified by the authors is that smaller companies and entrepreneurs lack the necessary knowledge and understanding of artificial intelligence techniques that could enhance digital marketing strategies. By reviewing current literature, this paper aims to explain the digital marketing strategies and the role and place of various artificial intelligence techniques for their improvement. In line with the defined goal, the paper presents three case studies on industry giants - Coca-Cola, Starbucks, and Nike - illustrating successful implementations of artificial intelligence and machine learning techniques in their digital marketing.https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2024/0350-21202452021M.pdfartificial intelligencemachine learningdata sciencedigital marketing |
| spellingShingle | Marić Mirjana Grljević Olivera Gluščević Luka Application of artificial intelligence in digital marketing Anali Ekonomskog fakulteta u Subotici artificial intelligence machine learning data science digital marketing |
| title | Application of artificial intelligence in digital marketing |
| title_full | Application of artificial intelligence in digital marketing |
| title_fullStr | Application of artificial intelligence in digital marketing |
| title_full_unstemmed | Application of artificial intelligence in digital marketing |
| title_short | Application of artificial intelligence in digital marketing |
| title_sort | application of artificial intelligence in digital marketing |
| topic | artificial intelligence machine learning data science digital marketing |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2024/0350-21202452021M.pdf |
| work_keys_str_mv | AT maricmirjana applicationofartificialintelligenceindigitalmarketing AT grljevicolivera applicationofartificialintelligenceindigitalmarketing AT gluscevicluka applicationofartificialintelligenceindigitalmarketing |