Leveraging AI in Marketing: Enhancing Decision-Making Across Marketing Process

In the rapidly evolving digital landscape, artificial intelligence (AI) is revolutionizing marketing decision-making. A systematic study, focusing on the integration of AI across the marketing process, reveals its pivotal role in refining strategies from customer analysis to value creation.

AI’s application in marketing is not just a futuristic concept but a present reality, reshaping the way organizations understand and interact with their customer base. The initial stage of the marketing process, which involves analyzing market conditions and consumer behavior, sees the most significant AI adoption. Tools like text analytics and sentiment analysis, predictive analytics, and machine learning enable businesses to glean insights from vast datasets, enhancing the efficiency and effectiveness of marketing strategies.

Strategically, AI aids in crafting nuanced marketing strategies and predictive models for future consumer behavior, although this application is less widespread compared to its tactical use. In the tactical realm, AI’s potential unfolds in crafting an integrated marketing mix, with applications in campaign automation, personalized advertising, dynamic pricing, and customer engagement, particularly in digital marketing.

Customer relationship management (CRM) is another area where AI makes a mark, primarily through chatbots and automated systems that bolster customer retention and satisfaction. However, the application of AI in shaping the marketing value proposition, though in its nascent stage, shows promise in enhancing customer journey and brand perception.

The study underscores a growing trend of AI integration in marketing, with predictive and prescriptive analytics playing a central role in future strategic decisions. As AI technologies evolve, their influence on marketing decisions, from operational tactics to strategic planning, is set to deepen, necessitating a new breed of data-savvy marketers.

In conclusion, AI’s integration into marketing heralds a transformative era where data-driven decision-making and intuitive marketing strategies coalesce, paving the way for more personalized and effective market interventions.

Click on link to read the full publication:  AI-Enabled Marketing Solutions in Marketing Decision Making: AI Application in Different Stages of Marketing Process.

Cite this paper: Ljepava, N. (2022). AI-Enabled Marketing Solutions in Marketing Decision Making: AI Application in Different Stages of Marketing Process. TEM Journal, 11(3), 1308-1315.

Disclaimer: Research Summary has been initially created using Data Analysis plugin in ChatGPT. Initial draft was then edited, and final version posted here. Be transparent in using AI in any aspect of your research.

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