Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review
Artificial intelligence (AI) has rapidly emerged as a transformative force in multiple sectors, with digital marketing being a prominent beneficiary. As AI technologies continue to advance, their potential to reshape the digital marketing landscape becomes ever more apparent, leading to profound imp...
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-12-01
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| Series: | Information |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2078-2489/14/12/664 |
| _version_ | 1797380629527003136 |
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| author | Christos Ziakis Maro Vlachopoulou |
| author_facet | Christos Ziakis Maro Vlachopoulou |
| author_sort | Christos Ziakis |
| collection | DOAJ |
| description | Artificial intelligence (AI) has rapidly emerged as a transformative force in multiple sectors, with digital marketing being a prominent beneficiary. As AI technologies continue to advance, their potential to reshape the digital marketing landscape becomes ever more apparent, leading to profound implications for businesses and their digital outreach strategies. This research seeks to answer the pivotal question: “How could AI applications be leveraged to optimize digital marketing strategies”? Drawing from a systematic literature review guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, this study has identified 211 pertinent articles. Through a comprehensive bibliometric analysis, the findings were categorized into distinct clusters, namely: AI/ML (Machine Learning) Algorithms, Social Media, Consumer Behavior, E-Commerce, Digital Advertising, Budget Optimization, and Competitive Strategies. Each cluster offers insights into how AI applications can be harnessed to augment digital marketing efforts. The conclusion synthesizes key findings and suggests avenues for future exploration in this dynamic intersection of AI and digital marketing. This research contributes to the field by providing a comprehensive bibliometric analysis of AI in digital marketing, identifying key trends, challenges, and future directions. Our systematic approach offers valuable insights for businesses and researchers alike, enhancing the understanding of AI’s evolving role in digital marketing strategies. |
| first_indexed | 2024-03-08T20:40:00Z |
| format | Article |
| id | doaj.art-97345799d87a4925ac76086f35ff7d87 |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-03-08T20:40:00Z |
| publishDate | 2023-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-97345799d87a4925ac76086f35ff7d872023-12-22T14:15:56ZengMDPI AGInformation2078-24892023-12-01141266410.3390/info14120664Artificial Intelligence in Digital Marketing: Insights from a Comprehensive ReviewChristos Ziakis0Maro Vlachopoulou1Department of Economics, International Hellenic University, 621 24 Serres, GreeceInformation Systems & e-Business (ISEB) Laboratory, Department of Applied Informatics, University of Macedonia, 546 36 Thessaloniki, GreeceArtificial intelligence (AI) has rapidly emerged as a transformative force in multiple sectors, with digital marketing being a prominent beneficiary. As AI technologies continue to advance, their potential to reshape the digital marketing landscape becomes ever more apparent, leading to profound implications for businesses and their digital outreach strategies. This research seeks to answer the pivotal question: “How could AI applications be leveraged to optimize digital marketing strategies”? Drawing from a systematic literature review guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, this study has identified 211 pertinent articles. Through a comprehensive bibliometric analysis, the findings were categorized into distinct clusters, namely: AI/ML (Machine Learning) Algorithms, Social Media, Consumer Behavior, E-Commerce, Digital Advertising, Budget Optimization, and Competitive Strategies. Each cluster offers insights into how AI applications can be harnessed to augment digital marketing efforts. The conclusion synthesizes key findings and suggests avenues for future exploration in this dynamic intersection of AI and digital marketing. This research contributes to the field by providing a comprehensive bibliometric analysis of AI in digital marketing, identifying key trends, challenges, and future directions. Our systematic approach offers valuable insights for businesses and researchers alike, enhancing the understanding of AI’s evolving role in digital marketing strategies.https://www.mdpi.com/2078-2489/14/12/664artificial intelligencedigital marketingAI-driven marketing |
| spellingShingle | Christos Ziakis Maro Vlachopoulou Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review Information artificial intelligence digital marketing AI-driven marketing |
| title | Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review |
| title_full | Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review |
| title_fullStr | Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review |
| title_full_unstemmed | Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review |
| title_short | Artificial Intelligence in Digital Marketing: Insights from a Comprehensive Review |
| title_sort | artificial intelligence in digital marketing insights from a comprehensive review |
| topic | artificial intelligence digital marketing AI-driven marketing |
| url | https://www.mdpi.com/2078-2489/14/12/664 |
| work_keys_str_mv | AT christosziakis artificialintelligenceindigitalmarketinginsightsfromacomprehensivereview AT marovlachopoulou artificialintelligenceindigitalmarketinginsightsfromacomprehensivereview |