ANVESHAK-International Journal of Management

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Use of Artificial Intelligence in Marketing


Affiliations
1 PGDM - Marketing, Aditya Institute of Management Studies and Research, Aditya Educational Campus, R M Bhattad Marg, Ram Nagar, Borivali (W), Mumbai – 400092, Maharashtra, India
2 Professor, Aditya Institute of Management Studies and Research, Aditya Educational Campus, R M Bhattad Marg, Ram Nagar, Borivali (W), Mumbai – 400092, Maharashtra, India
     

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Marketing is the process of Selecting Value, Creating Value, Communicating Value, Delivering Value, Capturing back the Value, and Enhancing the Value. This entire process involves a large number of activities to be performed. Earlier these activities were done manually. The use of technology was only limited to product development and marketing was considered just mere act of promotion. But over the years the importance of marketing has evolved many folds. Marketing today spans over new product development, research, consumer behaviour, marcom, brand management, product management, and so on. With the help of advanced technology, marketing today has ventured into data science, advanced analytics, machine learning, and neural science. Use of this technology in the field of marketing has helped marketers get accurate data about consumers and make uniform decisions. This paper emphasises on the use of Artificial Intelligence in Marketing. The research explores various applications of Artificial Intelligence in the current marketing scenario. It also discusses the latest trends in marketing using Artificial Intelligence. Some of the tools for Marketing Technology are also discussed. These tools can facilitate the automation process and decision making. We also discuss the future of Artificial Intelligence in Marketing.

Keywords

Artificial Intelligence, Automated Marketing Marketing, MarTech, Marketing Tools.
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  • Use of Artificial Intelligence in Marketing

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Authors

Sneha Gondawane
PGDM - Marketing, Aditya Institute of Management Studies and Research, Aditya Educational Campus, R M Bhattad Marg, Ram Nagar, Borivali (W), Mumbai – 400092, Maharashtra, India
Mihir Ghadi
PGDM - Marketing, Aditya Institute of Management Studies and Research, Aditya Educational Campus, R M Bhattad Marg, Ram Nagar, Borivali (W), Mumbai – 400092, Maharashtra, India
Sujata Salvi
Professor, Aditya Institute of Management Studies and Research, Aditya Educational Campus, R M Bhattad Marg, Ram Nagar, Borivali (W), Mumbai – 400092, Maharashtra, India

Abstract


Marketing is the process of Selecting Value, Creating Value, Communicating Value, Delivering Value, Capturing back the Value, and Enhancing the Value. This entire process involves a large number of activities to be performed. Earlier these activities were done manually. The use of technology was only limited to product development and marketing was considered just mere act of promotion. But over the years the importance of marketing has evolved many folds. Marketing today spans over new product development, research, consumer behaviour, marcom, brand management, product management, and so on. With the help of advanced technology, marketing today has ventured into data science, advanced analytics, machine learning, and neural science. Use of this technology in the field of marketing has helped marketers get accurate data about consumers and make uniform decisions. This paper emphasises on the use of Artificial Intelligence in Marketing. The research explores various applications of Artificial Intelligence in the current marketing scenario. It also discusses the latest trends in marketing using Artificial Intelligence. Some of the tools for Marketing Technology are also discussed. These tools can facilitate the automation process and decision making. We also discuss the future of Artificial Intelligence in Marketing.

Keywords


Artificial Intelligence, Automated Marketing Marketing, MarTech, Marketing Tools.

References





DOI: https://doi.org/10.15410/aijm%2F2020%2Fv9i1%2F149826