Article
Version 1
This version is not peer-reviewed
The Impact of Artificial Intelligence on Digital Marketing Strategies
Version 1
: Received: 2 August 2024 / Approved: 4 August 2024 / Online: 5 August 2024 (10:40:34 CEST)
How to cite: Wilson, G.; Johnson, O.; Brown, W. The Impact of Artificial Intelligence on Digital Marketing Strategies. Preprints 2024, 2024080276. https://doi.org/10.20944/preprints202408.0276.v1 Wilson, G.; Johnson, O.; Brown, W. The Impact of Artificial Intelligence on Digital Marketing Strategies. Preprints 2024, 2024080276. https://doi.org/10.20944/preprints202408.0276.v1
Abstract
This study explores the impact of artificial intelligence (AI) on digital marketing strategies, emphasizing how AI technologies have transformed marketing practices. AI's ability to analyze vast amounts of data has significantly enhanced targeting and personalization, enabling marketers to deliver highly relevant and tailored content to specific consumer segments. The integration of AI in content creation has streamlined processes, improving efficiency while maintaining high standards of quality and relevance. Customer engagement has also been revolutionized through AI-driven tools such as chatbots and predictive assistance, which provide real-time, personalized support and enhance overall user satisfaction. Despite the numerous benefits, the adoption of AI in digital marketing presents challenges, including data privacy concerns, algorithmic bias, high implementation costs, and the complexity of integrating AI with existing marketing systems. The shortage of skilled professionals further complicates effective AI utilization. Looking forward, the potential for AI to drive innovation in digital marketing is substantial, with opportunities for advancements in personalization, predictive analytics, and the integration of emerging technologies like virtual and augmented reality. However, it is essential for businesses to navigate these developments carefully, addressing ethical considerations and ensuring responsible use of AI to maintain consumer trust and achieve sustained success. This study provides insights into the transformative effects of AI on digital marketing and offers a comprehensive overview of the associated benefits and challenges, highlighting the need for a balanced approach to leveraging AI technology.
Keywords
artificial intelligence; digital marketing; targeting; personalization; content creation; customer engagement; AI challenges
Subject
Business, Economics and Management, Business and Management
Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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