Artificial Intelligence On Digital Marketing - An Overview
Artificial Intelligence On Digital Marketing - An Overview
1
Assistant Professor Department of B.Com Bank Management Dwaraka Doss Goverdhan Doss Vaishnav College
2
Research Scholar Department of Management Studies University of Madras
Abstract
This article focusses on the exciting and Due to the emerging trends association between digital marketing and artificial
intelligence (AI). Even while proposing, the techniques of AI engagement in developing app. As a genuine branch of Marketing
science, digital marketing managed to create value to the organizations and enhance the engagement with the customers
through electronic services. The advent of technology has created a new competitive arena for the digital marketing made rapid
changes in digitalization. Marketing throughout the world make use of digital technology in order to enhance the service level
delivered to their customers efficiency in their business. In marketing AI play vital role through more intelligent search’s engine,
smarter ads, refined content delivery, relying on bots, continued learning, preventing fraud and data breaches, image and voice
recognition, sales forecast, language recognition, predictive customer service, customer segmentation, etc. Artificial
intelligence enables businesses to gain a clear and precise understanding of their customers' needs, enhancing their sales and
revenues.
Key word: Marketing, Digitalization, Artificial Intelligence, Customer efficiency and electronic services.
Introduction :
Artificial intelligence is a technology that enable computers or machines as intellectual as humans,
able to perform activity is associated toward those performed similar to the human brain. in current
scenario technology advances as well as artificial intelligence (AI) is being used in almost every aspect
of life. It has been used in associated with digital marketing to make easier for the businesses reach the
consumer at the right time. According to Jain (2020), "Marketers can process massive amounts of
information, conduct customers expectation. It has been that ensure customer satisfaction with the help
of AI" (Jain & Aggarwal, 2020). Advanced Analytics, machine learning, and customer insights specific to
the sector are some of the techniques used in digital marketing utilizing AI. The use of the internet in
India is increasing, which enhance new opportunities for business growth.
Modern artificial intelligence (AI) is a wide topic that utilizes advanced techniques to extract perspectives
from massive amounts of data. The fundamental principle behind AI is to train machines to learn,
purpose, and resolve issues that we deal with daily basis. The advent of machine learning in the early
20th century has accelerated AI development. This increase can be attributed to the hardware and
processing capacity of machine learning techniques. Even though computational power expands in
possibility, so does development in the field. AI's future could include aspects that will enable machines
to learn and think more like humans (Lake et al. 2016). Adopting artificial intelligence (AI) at the
organisational level could perhaps enhance the efficiency and productivity of critical decision making
(Knight 2015). Despite the fact that studies show a various benefit to implement the changes in
organisations. It also have additional challenges in adopting AI technologies (Chui and Malhotra 2018).
One of the factors that cause behind the difficulty is organizations’ lack of understanding where and how
9895
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
to integrate the AI. A further possible in organizations’ failure is to principal component analysis at the
business level in order to successfully implement the business strategy on AI adoption. Before
determining where to integrate Technology at the enterprise level, it's indeed essential to consider the
fundamental factors involved. The purpose of this study is to perceive the employee perspective of AI in
order to better understand the factors that can influence AI adoption at the enterprise level.
Digital Marketing :
Various digital marketing tactics and methods that include an electrical appliance or the online
databases to demonstrate, advertise, or sell products or services, along with industries that have used
internet channels to make them successful. Websites, social networking sites pages, targeted
advertisements, and e - mails tend to hold current customers and attract new customers. To determine
the critical role of artificial intelligence (AI) in digital marketing research, we must first analyze the
current state of digital marketing scientific research and compare it to the business sector. Then we'll
know how far digital marketing in academia tends to lag behind the advancement in the business sector.
9896
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
Customized experience:
Every customer appreciates personalised items, whether they are gifts, messages, or special offers.
Every business aims to delight its customers by providing them with precisely whatever they want. It's
indeed crucial to facilitate the collection of consumer information for this purpose, and also to invest in
Artificial intelligence. Machine learning is used to analyse the customer behavioural patterns, which
enables businesses to customise their own products as required.
Real-Time Reaction
Utilizing Artificial Intelligence in businesses helps to retain consumer’s loyalty. Customers prefer services
or products that help to address their issues in a timely manner. For example, AI Chatbots allows the
user to provide a quick response and solution.
Some chatbots are endowed with sensory abilities including such touch or voice. Customers like this
because it provides them the almost direct experience and they do not even feel like they're having
conversations with a machine.. These chatbots are available for 24/7 most of the times and this can also
enhance the rate of customer satisfaction.
9897
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
possible. The machine learning technique is used to acknowledge a user's behavioural patterns, and
then a personalised campaign is generated for the destination. AI drives business with personal
information, which allows businesses to customise their products and services. It also helps in saving the
business a lot of time and money that would have been spent on unengaged customers
Advertising:
When it comes to promoting their products and services online or offline, businesses rely heavily on
advertising. This seems to be an important factor and since it can be used to completely eradicate the
majority of the manual labour. Customer data is extremely beneficial, particularly when it comes to
providing unique advertisements. The AI tool evaluates all the data collected from customers and
indicates their areas of interest. This provides a framework for a business's advertisements, allowing
them to easily complement the desires of their prospective customers. This gives businesses an
advantage over their competitors in the market.
9898
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
various factors on the probability of clicks and conversions. Machine Learning provide new information
and reveal hidden trends.
Chatbots:
While compared towards other digital marketing methods, chatbot research has made digital
marketing effective. From health care , education to digital counselling as well as insurance, there seems
to be a significant ongoing research effort to build automated robotic simulation software that interact
with humans by utilizing AI subfields such as decision support systems, neural networks, autonomous
exploratory procedures, etc.
Semantic search:
The scientific research is far exceeded similar aspects of business sector that includes a high volume of
scientific publications referring to search engines, information retrieval, world wide websites, data
mining, social networking, internet, learning algorithms, machine learning, information analysis, natural
language processing systems, query processing, information management, decision support systems,
user interfaces web searches etc., which refers to web development. More than 2000 publications have
been described in the web technologies and optimized versions. From web design and web development
to web application, web services, mobile friendly websites and data representation, artificial intelligence
(AI) is involved in an effort of optimizing procedures in web development.
Voice search:
Most research refers to voice search and digital marketing is infrequent and limited. However, in other
scientific fields makes an impressive progress. Most important research referring to marketing includes
personal voice assistant technologies and speech recognition providing flexible interaction technique
where the user and the system act as equal participants having the ability to facilitate precise and
unambiguous answers in web queries.
Earlier Digital Marketers were reluctant regarding the usage of AI in Digital Marketing but with the
growth of AI and its results of AI has proved that it will bring dynamic changes in the marketing world.
Generating Content :
Machines can now create content from scratch based on data fed in coding. These can be helpful to
save time and resources. AI can write reports and news based on data and information. Automated
Journalism is now used by many leading news giants like BBC news, The New York Times, Washington
Posts and more. Also, Facebook uses AI to remove fake news.
9899
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
audience and what is better than finding the right products or services that you are already looking at.
Netflix recommends you content based on your interest. Artificial Intelligence technology is commonly
used to make personalized content recommendations that the user may find interesting, such as the if
people buy X product, they might like Y product too, similar products just like Amazon.
Use of AI Chatbots:
We are aware of automated responses used by businesses to solve customer queries and also used in
data collection, keeping the audience updated about products and services. They can serve clients 24/7
and retain their data for future use. Also, the applications of chatbots are huge and the amalgamation
of Chatbots with Artificial Intelligence and Machine is the new game changer.
Web Design
Without the help of a programmer or a designer, you can still have your website through the use of Grid,
that uses Artificial Intelligence to do the work for you based on the information provided like images,
text, calls-to-action, etc. they can make the website look professional in much less time and at affordable
price.
Predictive Analysis:
Artificial Intelligence uses data to make probable future projections. Predictive analysis is just the use of
data, statistical algorithms, and machine learning.
Digital Advertising:
Digital Advertising is widely using Artificial Intelligence to ensure maximum success, it is being used
across platforms like Facebook, Google, Instagram to provide the best possible experience. Analyzing
user information like gender, age, interest, and other aspects to show them relevant ads. With the help
of AI technology, marketers can spot micro trends and even predict trends. They can then make strategic
decisions as a result; brands can reduce digital advertising waste and ensure that their spend delivers
the best possible results.
The way of searching content has changed and marketers will need to create and change content
accordingly. New innovations include Voice Search and Google’s algorithm and other AI advances. Other
innovations include Amazon Echo, Apple’s Siri, Microsoft’s Cortana, and Google Home where they can
perform searches just by voice command or pressing a button.
9900
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
Email Marketing:
Brands are customizing emails to reach their target audience with the power of AI. They can now
personalize content based on customer behavior and preferences. Machine learning or automatic
learning can now determine the best time and days of the week to contact the user, the recommended
frequency through analyzing millions of data. Now they can understand which content catches most
attention and which subject and titles get more click.
In future, marketers can expect the following impacts from artificial intelligence on digital marketing
Smarter searches:
As technology solutions become wiser and more perfect, it is essential to mention that the public's
requirements become more sophisticated. People can find what they need quickly thanks to social
media and fast search engines like Google. Artificial intelligence and big data can analyze these search
models and assist marketers in identifying the key areas where they should concentrate their efforts.
Smarter Ads:
Marketers are still looking to attract customers with smart advertisements today, but using artificial
intelligence allows them to do so faster and more efficiently. Online ads are becoming smarter and more
effective as a result of big data. For human solutions, artificial intelligence can delve deeper into data,
social networks, Profiles as well as other online content.
Relying on Bots:
A further area where artificial intelligence can play a vital role in the evolution is consumer care and
retention. Conversation functions and other direct-to-consumer engagement will be handled by artificial
intelligence bots very soon. Businesses will save time for employees and cut costs in this manner. The
artificial intelligence bots will also have access to the entire internet's information and search history,
allowing them to outperform humans.
Continuous Learning:
Using artificial intelligence, it will not only reveal some hidden data, but it will also instruct them and
integrate them in to the new promotion strategy, as well as optimize the messages to the most relevant
users. Artificial intelligence solutions will become more intelligent as well as effective over time,
promoting real-time decision making.
Research methodology:
The present research study was descriptive and empirical in nature for this study empirical analysis used
which is based on a quantitative approach to interpret the link between the variables such as Artificial
9901
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
Intelligence, Technology, social networking, profit maximization and Decision Making through the
research instrument. Both primary data (through an online questionnaire to collect demographic
information) and secondary data (journal articles, publications and other sources) have been used.
Convenience sampling method were used to filter participants, which are digital marketing customers .
The data collected were subjected to pilot study to explore the reliability and validity of the instrument
and Cronbach’s Alpha Reliability Coefficient value of 0.899 proves that the scale is more consistent and
highly reliable in nature. Questionnaires were distributed to 200 respondents, and only 170 completely
concise questionnaires were returned by the respondents. Structured Questionnaires with three
different sections were finalized for the survey method among the digital marketing customers in the
Chennai city. Section one deals with the personal profile of the respondent such as, age, gender, marital
status, educational qualification, designation of employees, gross annual income experience of
consumers is measured in the appropriate nominal and interval scales. The responses of the participants
were collected on the basis of 5 point Likert’s scale applied for section 2 and 3 which consists of ten
questions regarding perception of consumer regarding Artificial Intelligence variables Due to the
emerging trends of AI application in the digital marketing, the aim of this paper is to review the AI
implementation in the field of digital marketing. The goal of the research is to assess the scope of AI
application with digital marketing (voice, text, image recognition, decision-making, technology and
robots) find application in marketing; (The first step was a focus on review the marketing portals
(www.marketingweek.com, www.adweek.com, www.warc.com) to gather AI application in marketing.
9902
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
The table 1 state that the personal profile of the respondents. The majority of the respondents
are female 59.4%. The age group of the major respondents are 30 and below are 74%. The major
respondents were graduate in Arts 45%. The majority of the respondents gross income is 5lakhs and
below are 84%.
9903
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
Hypotheses:
H1. Artificial Intelligence has a direct effect on Digital Marketing.
The data indicates that Artificial Intelligence has a direct effect on Digital Marketing (H1: β= - 0.12, p <
0.05). Hence the hypothesis is accepted.
H2. Technology has direct effect on Digital Marketing.
The data indicates that Technology has a direct effect on Digital Marketing (H2: β= - 0.62, p < 0.05).
Hence the hypothesis is accepted.
H2b. Social networking has a direct effect on Digital Marketing.
The data indicates that social networking has direct effect on Digital Marketing. (H3: β= - 0.07, p < 0.05).
Hence the hypothesis is accepted.
Conclusion:
Artificial intelligence is already transforming the business technological landscape through big data,
machine learning, and perfect solutions. Companies alter their business practices to become more
responsive, productive, and competitive. Technological advancements have always created new
marketing opportunities. Just as the introduction of television heralded a new phase of truly mass
9904
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
advertising and attain, and the Internet and mobile phones heralded a new level of targeting and
background, artificial intelligence will alter how people interact to information, technology, brands and
services.
Artificial Intelligence obtain marketers to realize potential personalization and relevance. Through the
platforms via Search engines, Facebook, YouTube, Google, reach billions of people in day today life and
with digital ad platforms, it achieves communication at scale. Determined combined with a
customization possible through artificial intelligence means that companies will soon be able to tailor
personalized campaigns in real time. The world of the future is in the application of Artificial Intelligence.
We must recognize that incorporating AI into any business does not imply that humans are no longer
needed in the processes. AI is a technology that simply simplifies many time-consuming and complicated
processes, and save businesses a significant amount of money and, more importantly, time. AI-powered
tools are quite dependable and accurate, and they can be relied on for a quick solution. It enables a
company to create a plan rapidly and effortlessly. These days AI has a lot of potential in digital marketing.
It connects businesses with potential customers. It greatly improves a company's understanding of its
existing and potential customers. This assists organizations in developing products and services that
meet the needs of their customers.
REFERENCE :
1. Buck JW, Perugini S, Nguyen TV (2018) Natural Language, Mixed-initiative Personal Assistant
Agents.
2. Casillas J, Martínez López FJ (eds) (2010) Marketing Intelligence Systems, STUDFUZZ 258, pp. 1–8.
Springer-Verlag Berlin Heidelberg
3. Chai JY, Horvath V, Nicolov N, Stys M, Kambhatla N, Zadrozny W, Melville P (2002) Natural
Language Assistant: A Dialog System for Online Product Recommendation. AI Magazine, 23, 63-
76.
4. Chi L, Huang C, Chuang K (2016) Mobile-friendly and streaming web-based data visualization. 2016
Conference on Technologies and Applications of Artificial Intelligence (TAAI), 124-129
5. Chui, M., Manyika, J., Miremadi, M., Henke, N., Chung, R., Nel, P., & Malhotra, S. (2018). Notes
from the AI frontier: Insights from hundreds of use cases. McKinsey Global Institute.
6. Ckickz.com.
7. D'Alfonso S, Santesteban-Echarri O, Rice SG, Wadley G, Lederman R, Miles CR, Gleeson J, Alvarez-
Jimenez M (2017) Artificial Intelligence-Assisted Online Social Therapy for Youth Mental Health.
Front. Psychol
8. De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K. U., & von Wangenheim, F. (2020). Artificial
intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51, 91-
105.
9. eMarketer.
9905
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
10. Eshak MI, Ahmad RB, Sarlan AB (2017) A preliminary study on hybrid sentiment model for
customer purchase intention analysis in social commerce. 2017 IEEE Conference on Big Data and
Analytics (ICBDA), 61-66
11. Gervais A, Shokri R, Singla A, Capkun S, Lenders V (2014) Quantifying Web-Search Privacy. ACM
Conference on Computer and Communications Security
12. Gkikas, Dimitris & Theodoridis, Prokopis. (2019). Artificial Intelligence (AI) Impact on Digital
Marketing Research. 1251-1259. 10.1007/978-3-030-12453-3_143.
13. Isah H, Neagu D, Trundle PR (2014) Social media analysis for product safety using text mining and
sentiment analysis. 2014 14th UK Workshop on Computational Intelligence (UKCI),1-7
14. Jain, H., Vikram, A., Kashyap, A., & Jain, A. (2020, July). Weapon detection using artificial
intelligence and deep learning for security applications. In 2020 International Conference on
Electronics and Sustainable Communication Systems (ICESC) (pp. 193-198). IEEE.
15. Kanagarajan K, Arumugam S (2018) Intelligent sentence retrieval using semantic word based
answer generation algorithm with cuckoo search optimization. Cluster Computing, 1-11
16. Krasotkina O, Mottl V (2015) A Bayesian Approach to Sparse Learning-toRank for Search Engine
Optimization. In: Perner P (eds) Machine Learning and Data Mining in Pattern Recognition. MLDM
2015. Lecture Notes in Computer Science, vol 9166. Springer, Cham
17. l Marketing. In: Dash S, Bhaskar M, Panigrahi B, Das S (eds) Artificial Intelligence (AI) and
Evolutionary Computations in Engineering Systems. Advances in Intelligent Systems and
Computing, vol 394. Springer, New Delhi
18. Li C, Lu Y, Mei Q, Tan X, Pandey S (2015) Click-through Prediction for Advertising in Twitter
Timeline, KDD
19. Liu X, Nie D, Bai S, Hao B, Zhu T (2015) Personality Prediction for Microblog Users with Active
Learning Method. In: Zu Q, Hu B, Gu N, Seng S (eds) Human Centered Computing. HCC 2014.
Lecture Notes in Computer Science, vol 8944. Springer, Cham
20. Marketing Profs. https://www.marketingprofs.com/charts/2017/32531/theincredible-amount-
of-data-generated-online-every-minute-infographic
21. Mitchell T (1997) Machine learning. McGraw Hill, New York. ISBN 0-07- 042807-7
22. Peng D, Li T, Wang Y, Chen CL (2018) Research on Information Collection Method of Shipping Job
Hunting Based on Web Crawler. 2018 Eighth International Conference on Information Science and
Technology (ICIST), 57-62
23. Peng, Dongcheng & Li, Tieshan & Wang, Yang & Chen, C.. (2018). Research on Information
Collection Method of Shipping Job Hunting Based on Web Crawler. 57-62.
10.1109/ICIST.2018.8426183.
24. Rukavitsyn A, Kupriyanov M, Shorov A, Petukhov I (2016) Investigation of website classification
methods based on data mining techniques. 2016 XIX IEEE International Conference on Soft
Computing and Measurements (SCM), 333-336
25. Sai Ambati, L., Narukonda, K., Bojja, G. R., & Bishop, D. (2020). Factors Influencing the Adoption
of Artificial Intelligence in Organizations-From an Employee's Perspective.
9906
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
26. Satapathy SM, Rath SK (2016) Effort estimation of web-based applications using machine learning
techniques. 2016 International Conference on Advances in Computing, Communications and
Informatics (ICACCI), 973-979
27. Search Engine Journal. https://www.searchenginejournal.com/search-ai-willtransform-
landscape-seo/185531/
28. Stanica I, Dascalu M, Bodea CN, Moldoveanu AD (2018) VR Job Interview Simulator: Where Virtual
Reality Meets Artificial Intelligence for Education. 2018 Zooming Innovation in Consumer
Technologies Conference (ZINC), 9-12
29. Wierenga B (2010) Marketing and Artificial Intelligence (AI): Great Opportunities, Reluctant
Partners. In: Casillas J, Martínez-López FJ (eds) Marketing Intelligent Systems Using Soft
Computing. Studies in Fuzziness and Soft Computing, vol 258. Springer, Berlin, Heidelberg
30. Yuniarthe Y (2017) Application of Artificial Intelligence (AI) in Search Engine Optimization (SEO).
2017 International Conference on Soft Computing, Intelligent System and Information Technology
(ICSIIT), 96-101
31. Ζhu C, Wu G (2011) Research and Analysis of Search Engine Optimization Factors Based on
Reverse Engineering. 2011 Third International Conference on Multimedia Information
Networking and Security, 225-228
32. https://www.clickz.com/heres-how-ai-is-set-to-transform-thedigital-marketing-
landscape/216156/
9907
Nat. Volatiles & Essent. Oils, 2021; 8(5): 9895-9908
44. https://www.researchgate.net/publication/334200435_How_Artificial_Intelligence_Affects_Digi
tal_Marketing
45. https://www.scribd.com/document/515302832/Artificial-Intelligence-AI-Impact-on-Digital-
Marketing-Research
46. https://www.scribd.com/document/522825684/Artificial-Intelligence-AI-Impact-on-Digital-
Marketing-Research
47. https://www.seekahost.com/artificial-intelligence-on-digital-marketing
48. University of Birmingham. www.cs.bham.ac.uk/~jxb/IAI/w2.pdf
49. https://www.seekahost.com/artificial-intelligence-on-digital-marketing/ via @atSeekaHost
50. https://www.emarketer.com/content/why-marketers-struggle-todefine-artificial-intelligence
52. https://powertechtwo.com/2021/06/12/the-impact-of-artificial-intelligence-on-marketing/
53. Jarek, Krystyna & Mazurek, Grzegorz. (2019). Marketing and Artificial Intelligence. Central
European Business Review. 8. 46-55. 10.18267/j.cebr.213.
9908