THE ROLE OF AI IN PERSONALIZING DIGITAL MARKETING CAMPAIGNS: A TECHNICAL ANALYSIS
Keywords:
Artificial Intelligence Marketing, Digital Personalization, Machine Learning Algorithms, Real-time Optimization, Customer Segmentation AnalyticsAbstract
This comprehensive technical article examines the transformative role of Artificial Intelligence in personalizing digital marketing campaigns. The article explores various aspects of AI implementation in marketing, including core technologies like machine learning algorithms, natural language processing, and deep learning networks. It investigates data processing architectures, implementation mechanisms, real-time optimization strategies, and measurable impacts across different marketing domains. The article also addresses critical aspects of technical requirements, privacy considerations, and compliance frameworks necessary for successful AI marketing implementation. Through extensive analysis of current research and industry practices, this article demonstrates how AI-driven personalization is revolutionizing marketing effectiveness while highlighting the importance of balancing technological innovation with privacy protection and human expertise.
References
Shang-Fang Hsu and Shyhnan Liou, "Artificial Intelligence Impact on Digital Content Marketing Research," IEEE 9th International Conference on Orange Technology (ICOT), 2021. Available: https://ieeexplore.ieee.org/document/9680666.
Sugandha Agarwal, et al., "AI and Big Data in Contemporary Marketing," in IEEE Access, vol. 11, pp. 133562-133579, 2023. Available: https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=10488909
Andrej Miklosik, Martin Kuchta, et al., "Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing," in IEEE Access, vol. 7, pp. 85176-85191, 2019. Available: https://ieeexplore.ieee.org/abstract/document/8746184
Sanjeev Verma, Rohit Sharma, et al., "Artificial intelligence in marketing: Systematic review and future research direction," International Journal of Information Management Data Insights Volume 1, Issue 1, April 2021, 100002. Available: https://www.sciencedirect.com/science/article/pii/S2667096820300021
Abdul Jabbar, Pervaiz Akhtar, et al., "Real-time big data processing for instantaneous marketing decisions: A problematization approach," Industrial Marketing Management Volume 90, October 2020, Pages 558-569.Available: https://www.sciencedirect.com/science/article/pii/S0019850118307454
Vannessa Duarte, et al., "Machine Learning and Marketing: A Systematic Literature Review," in IEEE Access, vol. 10, pp. 85176-85191, 2022. Available: https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=9869838
Noman Hanif1, Omer Hanif, et al., "Refining the Smart Linkage Across Two Fields: Artificial Intelligence and Social Media Marketing Using LDA and Bibliographic coupling (August 2023)," in IEEE Access, vol. 11, pp. 154899-154913, 2023. Available: https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=10354493
Chenguang Wang, "Efficient customer segmentation in digital marketing using deep learning with swarm intelligence approach," Information Processing & Management Volume 59, Issue 6, November 2022, 103085. Available: https://www.sciencedirect.com/science/article/abs/pii/S0306457322001868
Mir Murtaza, Yamna Ahmed, et al., "AI-Based Personalized E-Learning Systems: Issues, Challenges, and Solutions," in IEEE Access, vol. 10, pp. 79531-79542, 2022. Available: https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=9840390
Hieu T. T. L. Pham, et al., "Current Status and Future Directions of Deep Learning Applications for Safety Management in Construction," Sustainability 2021, 13(24), 13579. Available: https://www.mdpi.com/2071-1050/13/24/13579
Priya Nair, Priya Singh, et al., "Leveraging Reinforcement Learning and Genetic Algorithms for Real-Time Ad Campaign Optimization, " International Journal of AI Advancements Volume: 10 Issue: 1, 2023.Available: https://ijoaia.com/index.php/v1/article/view/28/28
Aravind Kumar Kalusivalingam, Amit Sharma, et al., "Leveraging Neural Networks and CollaborativeFiltering for Enhanced AI-Driven Personalized Marketing Campaigns," International AL, ML Journal Volume: 1 Issue: 2, Vol. 1 No. 2 (2020). Available: https://www.cognitivecomputingjournal.com/index.php/IJAIML-V1/article/view/60/38
Jose Ramon Saura, "Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics," Journal of Innovation & Knowledge, Volume 6, Issue 2, April–June 2021, Pages 92-102. Available: https://www.sciencedirect.com/science/article/pii/S2444569X20300329
Piyusha Kulkarni; Radhika Bhoj, et al., "Camelot: AI-Powered Campaign Management System," IEEE 2nd Global Conference for Advancement in Technology (GCAT) 2021. Available: https://ieeexplore.ieee.org/document/9587676
Rayina Triningsih Dharmaputra; Yudi Fernando, et al., "Artificial Intelligence and Electronic Marketing Outcomes: An Empirical Study," IEEE 3rd International Conference on Cybernetics and Intelligent System (ICORIS), 2021. Available: https://ieeexplore.ieee.org/document/9649533
Pradeep Manivannan, Deepak Venkatachalam, et al., "Building and Maintaining Robust Data Architectures for Effective Data-Driven Marketing Campaigns and Personalization," Australian Journal of Machine Learning Research & Applications, Vol. 1 No. 2 (2021). Available: https://sydneyacademics.com/index.php/ajmlra/article/view/116/111
Raj Sachdev, "Towards Security and Privacy for Edge AI in IoT/IoE based Digital Marketing Environments," IEEE Fifth International Conference on Fog and Mobile Edge Computing (FMEC), 2020. Available: https://ieeexplore.ieee.org/abstract/document/9144755
Vishvesh Soni, "AI and the Personalization-Privacy Paradox: Balancing Customized Marketing with Consumer Data Protection ," International Journal of Computer Trends and Technology,Volume 72 Issue 9, 24-31, September 2024. Available: https://www.researchgate.net/profile/Vishvesh-Soni/publication/384632558_AI_and_the_Personalization-Privacy_Paradox_Balancing_Customized_Marketing_with_Consumer_Data_Protection/links/670023159e6e82486f01273e/AI-and-the-Personalization-Privacy-Paradox-Balancing-Customized-Marketing-with-Consumer-Data-Protection.pdf
Bharati Rathore, "Building Next-Generation Marketing Teams Navigating the Role of AI and Emerging Digital Skills," International Peer Reviewed/Refereed Multidisciplinary Journal (EIPRMJ), ISSN: 2319-5045 Volume 5, Issue 2, July-December, 2016. Available: https://www.researchgate.net/profile/Bharati-Rathore-2/publication/372217609_Building_Next-Generation_Marketing_Teams_Navigating_the_Role_of_AI_and_Emerging_Digital_Skills/links/64a9c923c41fb852dd5f18c1/Building-Next-Generation-Marketing-Teams-Navigating-the-Role-of-AI-and-Emerging-Digital-Skills.pdf
