The Role of Machine Learning in Digital Marketing

Mithun S Ullal,Rashmi Soni,Mohammed Nadeem,Iqbal Thonse Hawaldar

doi:10.1177/21582440211050394

Mithun S Ullal, Rashmi Soni + Show 2 more

Open Access

https://doi.org/10.1177/21582440211050394

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Journal: SAGE Open	Publication Date: Oct 1, 2021
Citations: 14	License type: CC BY 4.0

Affiliation: University of San Francisco, Kingdom University

Abstract

Artificial Intelligence has been under researched. Machines with deep learning abilities can take digital marketing to new heights with their Artificial Intelligence making all the difference. This research aims to identify the outcomes from the study of Indian customer’s responses across varying demographics to machines and their abilities to sell, which will well be the future of digital marketing. We find that software developers need to build the architecture is partnership with digital marketers who use machines with deep learning by taking attitude of the customers, behavior and choices into consideration. This will unlock huge benefits to the companies as accurate information about customers will be easily available to the marketers in future. How the machines are going to perform under various conditions are explained using a causal model using regression models. SPSS version 24 and R software were used for analysing the data and data regarding the customer’s behaviors, their choices and emotions are collected and based on fuzzy-set qualitative comparative analysis (fsQCA) approach how they can be influenced to use the services of the machine, fsQCA is used to compare case oriented and variable oriented quantitative analysis.

Highlights

Machine learning is a game-changing technique in digital marketing which records, analyses, and reuses the clicks and the comments about brands learning the emotions relating to the brand
Literature which only tells about how machine learning is important but does not tell how it impacts specific areas of marketing, our results clearly show the impact of machine learning on digital marketing
The previous literature does not give us inputs into areas as to how machine learning will affect digital marketing, our findings show what capabilities should be built in the machines and the various dimensions on which it has to be developed

Summary

Introduction

Machine learning is a game-changing technique in digital marketing which records, analyses, and reuses the clicks and the comments about brands learning the emotions relating to the brand. This analysis helps marketers to personalize the sales tools toward individuals empowering the marketers to customize their sales calls to each potential customer. The research identified 1,250 digital customers based on judgmental sampling in India to determine the effectiveness of machine learning in digital marketing on multiple abilities of machines dealing with the customer’s behaviors, their choices and emotions.

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