Intelligent Automation in Marketing
Pranali Dhawas, Aparna Bondade, Sandhya Patil, Kiran Shyam Khandare, Ramadevi Vitthal Salunkhe · Advances in business information systems and analytics book series · 2024
This chapter explores the pivotal role of cutting-edge technologies in reshaping the landscape of contemporary marketing practices. This chapter delves into how artificial intelligence, machine learning, and data analytics are revolutionizing traditional marketing strategies, enabling unprecedented levels of personalization, efficiency, and effectiveness. Through real-world case studies and theoretical frameworks, the chapter elucidates the transformative impact of intelligent automation on various facets of marketing, including customer segmentation, targeting, content creation, and campaign optimization. Moreover, it examines the ethical considerations and challenges inherent in deploying intelligent automation solutions in marketing contexts, such as privacy concerns and algorithmic biases. This chapter equips marketers, business leaders, and scholars with the knowledge and tools needed to navigate the evolving landscape of intelligent automation in marketing and drive sustainable business growth in the digital age.