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Digital marketing emerged as a natural response by companies and
vendors to leverage and benefit from the significant consumer
concentration on digital channels. This proliferation of IT
applications and the enormous presence of customers in digital
channels generate a large number of products and customer data.
Machine learning and artificial intelligence are game-changing
techniques in digital marketing to analyze this data. This analysis
helps marketers to personalize the sales tools toward individuals,
optimize their operations, and minimize expenditure. Contemporary
Approaches of Digital Marketing and the Role of Machine
Intelligence demonstrates relevant theories of digital marketing
along with tools, techniques, methods, and strategies. It also
identifies the research gaps for effective digital marketing tools,
techniques, and methods and builds a bridge between digital
marketing strategies and business plans for organizations. Covering
topics such as digital marketing, metaverse, and visitor
experience, this premier reference source is an essential resource
for business leaders and managers, marketers, IT managers, data
analysts, social media analysts, students and educators of higher
education, researchers, and academicians.
Digital marketing emerged as a natural response by companies and
vendors to leverage and benefit from the significant consumer
concentration on digital channels. This proliferation of IT
applications and the enormous presence of customers in digital
channels generate a large number of products and customer data.
Machine learning and artificial intelligence are game-changing
techniques in digital marketing to analyze this data. This analysis
helps marketers to personalize the sales tools toward individuals,
optimize their operations, and minimize expenditure. Contemporary
Approaches of Digital Marketing and the Role of Machine
Intelligence demonstrates relevant theories of digital marketing
along with tools, techniques, methods, and strategies. It also
identifies the research gaps for effective digital marketing tools,
techniques, and methods and builds a bridge between digital
marketing strategies and business plans for organizations. Covering
topics such as digital marketing, metaverse, and visitor
experience, this premier reference source is an essential resource
for business leaders and managers, marketers, IT managers, data
analysts, social media analysts, students and educators of higher
education, researchers, and academicians.
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