Endurance of digital marketing with artificial intelligence

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Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2021. "Endurance of digital marketing with artificial intelligence." Bove, Liliana L., Bell, Simon J. and Hito, Abraham Hito (ed.) ANZMAC 2021: Something Different. Melbourne, Australia 29 Nov - 01 Dec 2021 Melbourne, Australia.
Paper/Presentation Title

Endurance of digital marketing with artificial intelligence

Presentation TypePresentation
AuthorsRabby, Fazla (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author)
EditorsBove, Liliana L., Bell, Simon J. and Hito, Abraham Hito
Journal or Proceedings TitleANZMAC Conference 2021: Proceedings
ERA Conference ID76596
Number of Pages4
Year2021
Place of PublicationMelbourne, Australia
Web Address (URL) of Paperhttps://minerva-access.unimelb.edu.au/handle/11343/297492
Conference/EventANZMAC 2021: Something Different
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
C
C
C
C
C
C
C
C
Event Details
ANZMAC 2021: Something Different
Parent
ANZMAC Conference
Event Date
29 Nov 2021 to end of 01 Dec 2021
Event Location
Melbourne, Australia
Abstract

In recent years, artificial intelligence (AI) has emerged in several areas, including technology, industry, medicine, automobiles, education and digital marketing. AI is becoming increasingly popular, helping to predict buying behaviors and offering a range of benefits to digital marketing.

This paper aims to investigate the impact of AI and the integration of new technology in digital marketing to add value to businesses and enhance marketing efforts. In particular, it looks at how AI is used in digital marketing and how it is changing the future of digital marketing. In conjunction with one another, these AI technologies improve performance above and beyond what is possible with digital marketing alone. The findings reveal that AI has benefited customer value creation, improved service quality, operational area, lead generation and search optimisation. AI should be appropriately used in digital platforms, which will positively impact the quality of buyer’s lifestyles.

Keywordsartificial intelligence, digital marketing, consumer behaviour
ANZSRC Field of Research 2020350604. Marketing communications
460209. Planning and decision making
Public Notes

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Byline AffiliationsSchool of Business
Institution of OriginUniversity of Southern Queensland
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https://research.usq.edu.au/item/q729w/endurance-of-digital-marketing-with-artificial-intelligence

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