Digital Media Ecosystems Report: AI Applications in Digital Marketing

This report delves into the application of artificial intelligence (AI) within digital media ecosystems, focusing on its transformative impact on marketing strategies. It explores how AI leverages customer data to anticipate behaviors, personalize experiences, and improve customer journeys. The report highlights the value of AI in digital marketing, emphasizing its capabilities in predictive analysis, automation, and decision-making. It examines the roles of AI in customer data management, behavior analysis, predictive analysis, campaign planning, and marketing automation. The report also discusses the process of preparing AI-based platforms, including analyzing AI's impact, evaluating AI software, and following case studies of leading companies. The report concludes by emphasizing the importance of technical skills and establishing connections with agencies experienced in incorporating AI strategies. The report provides a comprehensive overview of AI's role in digital marketing and offers practical insights for students.

Running head: DIGITAL MEDIA ECOSYSTEMS
Digital Media Ecosystems
Name of Student-
Name of University-
Author’s Note-

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Definition of artificial intelligence
Artificial intelligence includes a group of technologies as well as includes field of study
that are used in the decade. AI in digital marketing includes a method that helps to leverage the
data of customer so that the next move of the customer can be anticipated and the journey and
experience of the customer is improved (Johnsen, 2017). AI includes offers a connection or
serves as a bridge between data science and shifting execution. AI tools in digital marketing
helps to analyze huge amount of data which was an impossible process without AI.
AI in digital marketing serves as structured data as well as unstructured data which has
more speed and has more accuracy. Most of the companies are struggling to organize their data
and AI is helping those companies to do the data storage efficiently (Theodoridis & Gkikas,
2019). AI helps to organize the data of the customers in an organization efficiently. The
marketers in digital marketing are leveraging the power of artificial intelligence to make a
connection of the data points so that they can gain insight of the customers. The AI systems that
are used in digital marketing helps to determine the emotion from creating visual rendering that
shows trends of social media and the crunch of data for making predictions.
Value of artificial intelligence in digital marketing
The tools that are based on artificial intelligence are flourishing in the digital market and
is bringing huge change which is demanded by the organizations. Digital marketer states that
artificial intelligence is enhancing the area of predictive analysis, automation efforts as well as
decision making (Mogaji, 2019). The digital marketers in the market are trying to use advantages
of Artificial marketing to make strategic plan for their organizations and also use to campaign
decision making. Most of the digital marketers have found the concept of Artificial intelligence

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helpful and have increased the productivity of the company and helped to reduce their efforts to
great extent.
The analytical tool of AI helps the companies to have better insights to enhance campaign
management, analyses ROI of the company, and have better budget planning for the company.
Artificial intelligence has the capability to gather data from large amount of structured as well as
unstructured sources of data in very less time. The customer behavior is well understood with the
help of artificial intelligence and proper recommendation is provided to the customers at right
time.
AI tools includes predefined conditions that states how customer can react to a particular
circumstance, ad copy, other touch points and other videos. With the analysis of AI pattern, the
tools in AI helps in making better suggestions and helps to take proper decision in the business
(Ruan & Siau, 2019). The digital marketers are pressurized to demonstrate the successfulness of
their content and the campaigns they are organizing for the company. There should be a
personalized content of recommendation that should be provided to the right audience at the right
time. Utilization of of the potential data is easy using artificial intelligence and the potential data
is effective to use for the company’s benefit.
Roles of AI in digital marketing
AI tools have certain roles in the digital marketing that are used by the digital marketers.
The roles that mentioned below (Tchelidze, 2019):
1. Data management of customer
2. Behavior analysis of customer and experience analysis of customer

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3. Conducting predictive analysis
4. Trending analysis for campaign planning
5. Pattern analysis in smarter way
6. Marketing automation
7. Data analysis in real time and having better decision making
8. Having proper content marketing
9. Technology of voice search
10. Programmatic advertising
11. Native advertising
Preparing AI based platforms
Using digital marketing platforms includes some particular set of skills and for opting
smart technology of marketing, the tools of artificial marketing is to be implemented in the
business process. The tools of AI are used from small industries to large industries and helps to
increase limits in growing of the company (Kannan, 2017). The steps that the companies need to
prepare for using the platforms of AI are stated below.
1. Analyzing impact of Artificial intelligence in the operation of digital marketing in the
company: The basic knowledge for artificial intelligence should be known and the impact of the
present campaigns and the reporting areas are to be included.
2. Evaluating different software of AI so that digital marketing campaigns can be
employed effectively: There are huge number of tools available for the artificial intelligence an

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=d those are to be included in the company before implementing them in the business. Potential
platforms are to be boosted with campaign performance.
3. Following the case studies of the leading companies using digital marketing: Reading
the case studies of the companies who have already used the features of AI and implementing
such tools in the business to have specified results.
4. Company needs to be creative and needs to be experimental: The digital marketers of
the company should be creative as well as should experiment the tools before running them for
the business (Chaffey & Ellis-Chadwick, 2019). The tools will help to enhance the campaign
performance and should be used in a creative way.
5. Use cases should be taken that are tool specific: Effectiveness of the tools are to be
studied before implementing them in the business operations. The digital marketers should study
the use case that are industry specific and learn how they have executed the strategies.
6. Trying to use new set of tools daily: The potential of the tools are better understood
when free demo is taken and trails for the tools are used in the business (Wirth, 2018). New set
of tools are to be used daily so that all new features can be added in the working process.
7. Requirement of technical skills for managing artificial intelligence: AI tools that are
used in the business requires some technical knowledge in managing them and those are to be
provided to the technical team and they should be able to handle the operations of digital
marketing.
8. Establishing connection with the agencies who have incorporated the strategies of
artificial intelligence: Agencies are to be connected who has experience to incorporate specific
strategies in the business operations.

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References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Johnsen, M. (2017). The future of Artificial Intelligence in Digital Marketing: The next big
technological break. Maria Johnsen.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Mogaji, E. (2019). Artificial intelligence for digital marketing.
Ruan, Z., & Siau, K. (2019). Digital Marketing in the Artificial Intelligence and Machine
Learning Age.
Tchelidze, L. (2019). Potential and Skill Requirements of Artificial Intelligence in Digital
Marketing. Quality-Access to Success, 20.
Theodoridis, P. K., & Gkikas, D. C. (2019). How Artificial Intelligence Affects Digital
Marketing. In Strategic Innovative Marketing and Tourism (pp. 1319-1327). Springer,
Cham.
Wirth, N. (2018). Hello marketing, what can artificial intelligence help you with?. International
Journal of Market Research, 60(5), 435-438.