Recognizing and Ranking the Most Important AI Applications in Online Marketing
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Дата
2023
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Анотація
The application of artificial intelligence (AI) in online marketing has garnered significant attention
from investors and marketing professionals. Despite this interest, limited research has been
conducted on this topic. Therefore, the objective of this study is to identify and rank the diverse
applications of AI in various aspects of online marketing. This study employs a mixed-method
approach, utilizing qualitative data gathered through semi-structured interviews with experts
in online marketing, AI, and electronic marketing. Subsequently, forty AI applications in online
marketing are identified and categorized into four groups, based on a mixed marketing approach.
In the quantitative phase, a questionnaire is utilized to prioritize the identified applications. The
opinions of industry experts and students in Iran with knowledge of AI and online marketing are
analyzed. The research identifies four general areas where AI can be applied effectively in online
marketing: product design and value creation, pricing and cost design, advertising and customer
communication, and product distribution. Personalized advertising, based on user behavior, and
analysis of customer emotions regarding advertising are deemed the highest priority applications.
Finally, the study ranks the most significant and least significant applications. Among the identified
applications, the distribution of distribution forces in branches proportional to the predicted
workload of each branch is ranked as having the least priority.
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Gudz, I.F., Serveh Saeidi. (2023). Recognizing and Ranking the Most Important AI Applications in Online Marketing. Economics and Management, 2, 5-24 [in English].