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Application of Artificial Intelligence in the Context of Digital Marketing
Dr. Rahul Kumar Ghosh & Prof. Debansu Chatterjee1
Abstract
Artificial Intelligence (AI) has lately been a hot issue in a range of fields, including business, medical technology, marketing and education. Through the use of technology, we may express ourselves. There are many cognitive tasks that these technologies may replicate, such as problem-solving and learning.
The purpose of this study is to identify the most popular AI methods and awareness in digital marketing.
To understand artificial intelligence better, a literature review was carried out. Survey data was collected from 100 people with expertise in artificial intelligence by the researchers.
Keywords: Artificial Intelligence, AI, Digital Marketing, Chatbots, Intelligent Marketing
Introduction
It is a cognitive system that works with human intelligence. Having knowledge, consciousness, and the capacity to grasp intelligence in different domains, it is a machine that can be used in many ways. It is the ability to create intelligent devices. Business processes and procedures have become more dependent on the use of artificial intelligence (AI) than before. Consumer engagement and efficiency may be improved via the use of artificial intelligence (AI). In digital marketing, artificial intelligence is used to process data and execute certain tasks. New insights are gleaned through a closer look at customer behaviour in today's digital world. Customers can seek assistance via several digital channels. Using digital channels, customers may ask about products and services. An increasing number of businesses are using artificial intelligence (AI) in their marketing efforts. All aspects of digital marketing have benefited from AI's incorporation, including user experience, quicker search choices, targeted audience selection, better marketing campaigns, a higher return on investment, and accurate sales forecasting.
Digital marketing expenditures can be reduced as a result of using this software. Marketing technology has taken a major leap ahead with the introduction of artificial intelligence (AI).
1Assistant Professor, Institute of Management Study, Kolkata Assistant Professor, Institute of Management Study, Kolkata
44 Review of Literature
To evaluate the amount of artificial intelligence knowledge, previous papers must be reviewed. The literature on artificial intelligence in digital marketing is thoroughly discussed here.
According to Zhihui ruan and Keng Siau (2019) digitalization, robotics, artificial intelligence, information, and communication are greatly transforming human life at the current moment. Traditional brick-and-mortar shops are increasingly reliant on internet marketing, which is supported by it.
Customers' buying patterns have evolved away from traditional retailers and toward internet shopping.
According to Keng Siau and Yin Yang (2017), advanced technologies will have a significant influence in the near future. Marketing is being transformed by artificial intelligence and robotics. Salespeople and marketers are likely to be replaced by robots. Websites, on the other hand, can use eye-tracking data to automatically update information. It fosters a collaborative atmosphere between man and machine.
Marketing experts must exceed machines in terms of invention, originality, and design in this difficult and dangerous field.
According to Bughin, Hazan, Manyika, and Woetzel (2017), personalised ads may be produced by using artificial intelligence to analyse data. It improves customer service. Currently, covered tasks and operations include web creation, external email marketing, social media monitoring, digital marketing, and lead generation.
According to Muhammad Zafeer Shahid and Gang Li (2019), artificial intelligence is intelligence exhibited in the form of machines. It offers several business options. These technologies have the potential to help marketing managers with market research, social media, and customising digital experiences. According to the study's findings, a variety of variables drove artificial intelligence marketing integration, as well as its benefits and limits in the marketing business.
In today's marketing environment, artificial intelligence is a popular topic among academics and marketing professionals. Numerous qualitative researches have been conducted on artificial intelligence.
It is statistical research. The purpose of this research was to look at customer awareness and artificial intelligence methods in digital marketing, with an emphasis on Kolkata.
Research Methodology Research Objectives
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Today, technology has become an integral part of our daily lives. It is only recently that artificial intelligence has been a part of technical advancements. It is utilised in every industry on the planet.
Artificial intelligence has a great deal of potential in digital marketing. Data mining is a technique that helps businesses find new clients and understand their purchasing habits better in order to boost revenue and customer satisfaction. In light of this, the following study goals will be determined:
1. To find out what AI techniques are employed in digital marketing.
2. To identify the level of awareness about the usage of artificial intelligence in digital marketing.
Sample Size and Sampling
The study is mostly empirical and analytical in nature. A random sampling approach is used to conduct the study. The study used a sample size of 100 people. A systematic questionnaire was employed to achieve the study's aim. The Cronbach's alpha for the questions is 0.889, indicating that they are dependable. Primary and secondary data were used in the research procedures. The data was analysed using statistical methods from the social sciences. In the study, frequency and one-sample t-tests were used as statistical approaches.
Hypothesis
A hypothesis is a conjecture about an unconfirmed fact. It consists of a series of assertions concerning the dependent and independent variables. The following is a list of the hypotheses tested in the study:
H01: There are no significant variances in opinions regarding artificial intelligence techniques in digital marketing.
H02: There are significant variances in opinions regarding artificial intelligence techniques in digital marketing.
Analysis and Findings
This section summarises the findings of statistical analytic methodologies used to investigate popular AI tactics and customer awareness of AI in digital marketing.
Artificial intelligence techniques
The primary purpose is to learn about contemporary artificial intelligence methods. To find this, the study employed auto-tagging on social networking sites, personalised digital experiences, digital advertising, chatbots, intelligent robots, and virtual reality. The study's hypotheses are as follows:
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H01: There are no significant variances in opinions regarding artificial intelligence techniques in digital marketing.
It is analysed using a one-sample t-test, as shown below:
Table T- test for specified value (Average=3) of Techniques of artificial intelligence in digital marketing
Techniques of Artificial Intelligence N Mean S.D t value Sig.
Auto-tagging in Social Media sites 100 3.75 1.009 7.435 < 0.001**
Personalized Digital Experience 100 3.76 0.9 8.442 < 0.001**
Digital Advertising 100 4.2 0.932 12.875 < 0.001**
Chat bots 100 4 1.082 9.238 < 0.001**
Intelligent Robots 100 3.68 1.081 6.289 < 0.001**
Virtual reality (VR) Games 100 3.76 1.182 6.432 < 0.001**
** denotes significant at 1 % level Source: Computed Data
Inference
The table reveals that at the 1% level of significance, the null hypothesis for artificial intelligence in digital marketing tactics is rejected since the p-value is less than 0.001. According to the study's findings, respondents are more enthusiastic about popular artificial intelligence approaches such as social media auto-tagging, personalised digital experiences, digital advertising, chat bots, intelligent robots, and virtual reality games. Digital advertising has the highest mean value (4.20), followed by chatbots (4.00), auto-tagging on social networking sites (3.75), and customised digital experience (3.76), virtual reality games (3.76), and intelligent robots (3.76). (3.68). This means that artificial intelligence has changed the way customers do business in the digital realm. These tactics help clients progress by optimising the customer journey. Customers are offered personalised digital information in real time.
Artificial Intelligence (AI) Customer Awareness
The second objective is to identify the extent to which artificial intelligence is applied in digital marketing. Auto-tagging on social networking platforms, personalised digital experiences, digital advertising, chatbots, intelligent robots, and virtual reality games are all instances of artificial intelligence awareness. The study's hypotheses are as follows:
H02: There are significant variances in opinions regarding artificial intelligence techniques in digital marketing. It is analysed using the one-sample t-test, as shown below:
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Table T- test for specified value (Average=3) of Customer awareness of artificial intelligence in digital marketing
Customer Awareness of Artificial Intelligence
N Mean S.D t value Sig.
Auto-tagging in Social Media sites 100 3.72 1.006 7.158 < 0.001**
Personalized Digital Experience 100 3.89 0.898 9.914 < 0.001**
Digital Advertising 100 4.05 0.88 11.925 < 0.001**
Chat bots 100 4.06 1.023 10.36 < 0.001**
Intelligent Robots 100 3.9 0.959 9.387 < 0.001**
Virtual reality (VR) Games 100 3.97 0.937 10.353 < 0.001**
** denotes significant at 1 % level Source: Computed Data
Inference
Because the p value is less than 0.001, the null hypothesis for knowledge of artificial intelligence in digital marketing is rejected at the 1% level of significance. Respondents had a higher degree of knowledge of artificial intelligence in social media auto-tagging, personalised digital experiences, digital advertising, chatbots, intelligent robots, and virtual reality games, according to the study's findings. Chatbots (4.06 mean value) had the greatest mean value, followed by digital advertising (4.05), virtual reality games (3.97), intelligent robots (3.90), personalised digital experience (3.89), and social media auto-tagging (3.72). This suggests that many people are aware of the use of artificial intelligence in digital marketing. Individuals may save time by using artificial intelligence to obtain data that is trustworthy, rapid, and accurate.
Recommendation from the Study
Artificial intelligence is a big topic right now, and it has a lot of future promise. AI and digital marketing have joined forces to create a more digitalized society. It is important to remember that marketers are using artificial intelligence to link data points in order to gain insights into their customer base.
Individual clients are provided with a personalised digital experience, which includes advertisements and promotions.
Conclusion
The purpose of this research report is to identify the most widely used artificial intelligence tactics and customer awareness in digital marketing. According to the study's findings, one of the most popular artificial intelligence tactics is digital advertising. Chatbots using messaging apps or SMS have the most public awareness of artificial intelligence. Artificial intelligence (AI) is the technological wave of the future. Machines can organise, store, and perform basic tasks, but they are not as efficient as the human
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brain. It processes data at a rapid pace. As a consequence, it helps marketers implement approaches at a higher level, such as developing plans, successfully managing data, and developing targeted campaigns for future strategies and decision-making. Artificial intelligence in digital marketing is a new reality that displays profitability, efficiency, and competence.
REFERENCES
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Jarek, K., & Mazurek, G. (2019). MARKETING AND ARTIFICIAL INTELLIGENCE. Central European Business Review, 8(2).
Ritter, E. (2020), How AI marketing will transform your digital marketing model, Digital marketing Consultant, helloericritter.com
Ruan, Z., & Siau, K. (2019). Digital marketing in the artificial intelligence and machine learning age, Twenty-fifth Americans conferences on Information systems.
Shahid, M. Z., & Li, G. (2019). Impact of artificial intelligence in marketing: a perspective of marketing professionals of Pakistan. Global Journal of Management and Business Research.
Siau, K., & Yang, Y. (2017, May). Impact of artificial intelligence, robotics, and machine learning on sales and marketing. In Twelve Annual Midwest Association for Information Systems Conference (MWAIS 2017) (pp. 18-19).
