ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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
     

   Subscribe/Renew Journal


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.
Subscription Login to verify subscription
User
Notifications
Font Size


  • AI Multiple. (2020). Available from: https://blog.aimultiple.com/topchatbotsuccess/

  • Avinaash M, Jayaram, R. (2018). "Artificial Intelligence - The marketing game changer". International Journal of Pure and Applied Mathematics, 2018, Vol.119, No. 17, pp. 1881-1890.

  • Bhattacharjee, S. (2019). "Metamorphic transformation: Critically understanding Artificial Intelligence in marketing". Asia Pacific Journal of Multidisciplinary Research, 2019, Vol. 7, No. 4, pp. 61-70.

  • Built In. (2019). Builtin.com. Available from: https://builtin.com/ artificial-intelligence

  • Cannella, J. (2018). "Artificial Intelligence in marketing". Available from: http://www.jamescannella.com/wp-content/uploads/2018/04/ Cannella_J_Spring_2018.pdf

  • Digital Information World. (2014). Available from: https://www.digitalinformationworld.com/2014/04/data-never-sleeps-60-seconds-on-internet-infographic.html

  • Dzone. (2019). Dzone.com. Available from: https://dzone.com/ articles/how-to-make-a-chat-bot-with-artificial-intelligence

  • Enterprisers Project. (2019). enterprisersproject.com. Available from: https://enterprisersproject.com/article/2019/10/how-big-dataandai-work-together

  • Forbes. (2019). forbes.com. Available from: https://www.forbes.com/sites/jenniferhicks/2019/12/12/heres-how-this-ai-automates-content-generation-in-110-languages/#6d241fdf206c

  • Forbes. (2019). Available from: https://www.forbes.com/sites/ bernardmarr/2018/05/21/how-much-data-do-we-create-every-daythemind-blowing-stats-everyone-should-read/#6de15b8760ba

  • Hubspot. (2019). hubspot.com. Available from: https://blog.hubspot.com/marketing/what-is-marketing

  • IAB. (n.d.). IAB.com. Available from: https://www.iab.com/insights/iab-artificial-intelligence-in-marketing/

  • MAPR. (2018). Mapr.com. Available from: https://mapr.com/blog/artificial-intelligence-and-machine-learning-what-are-they-and-whyarethey-important/

  • Researchgate. (2018). Available from https://www.researchgate.net/publication/328580914_Artificial_intelligence_Marketing

  • Search Enterprise AI. (2018). Available from https://searchenterpriseai.techtarget.com/feature/Designing-and-building-artificial-intelligenceinfrastructure

  • Semantics. (2018). Semantics scholars. Available from: https://pdfs.semanticscholar.org/2e10/6c56d34d8301c521673ac7a7a8 0a02021772.pdf

  • SEO Mechanic. (2017). Available from: https://www.seomechanic.com/artificial-intelligence-impacts-search-engine-optimization/

  • Smart Insights. (2019). Available from: Smartinsights.com: https:// ww.smartinsights.com/tag/artificial-intelligence-ai-for-marketing/

  • Varsha, M. R. (2018). "Artificial intelligence for marketing". International Journal of Research in Management and Social Science, pp. 75-83.

  • Vinchhi Devang, S. C. (2019). "Applications of Artificial Intelligence in marketing". Annals of "Dunarea de Jos" University of Galati Fascicle I. Economics and Applied Informatics Years XXV - no 1/2019.


Abstract Views: 528

PDF Views: 1




  • Use of Artificial Intelligence in Marketing

Abstract Views: 528  |  PDF Views: 1

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