THE PLACE AND FUTURE OF ARTIFICIAL INTELLIGENCE IN MARKETING STRATEGIES
With the developing and fast changing technology, marketing strategies have also necessarily changed in order to meet the demands and needs of consumers. The fact that businesses don’t keep up with this changing system puts them out of the wheel. In daily life, where consumption never ends, marketing strategies are also consumed very quickly. Its name changes according to the ages, but the main goal is always more profitability. Sales and marketing are now digitalized and shopping has become widespread in virtual environments. Most customer services are performed by Chatbots. Each one from Siri to augmented reality application is in our lives. These smart systems date back to the 1970s. Well, where are the artificial intelligence and smart robots that take their place in almost every sector, which is the favorite of recent years, from health to defense? Although the answer to this question has just begun to be researched, it isn’t difficult to predict that it will be one of the most important issues in the near future. The exact answer to this question is sought in this study, the place and future of artificial intelligence in marketing strategies are mentioned. In addition to the fact that the study contributes to the academic world, it is thought that it will also be useful in artificial intelligence studies.
___
- Afza, N. I., Kumar, M. D. (2018). Can machine replace man?–A conceptual study. Asia
Pacific Journal of Research, 1(95), 52-58.
- Alghoul, A., Al Ajrami, S., Al Jarousha, G., Harb, G., Abu-Naser, S. S. (2018). Email
classification using artificial neural network. International Journal of Academic
Engineering Research (IJAER), 2(11), 8-14.
- Bharat, M. (2017). Artificial Intelligence in Web Design, Development and Marketing.
From: https://www.motocms.com/blog/en/artificial-intelligence-in-web-design/
adresinden 20.12.2019 tarihinde alınmıştır.
- Brill, T. M., Munoz, L. I., Miller, R. J. (2019). Siri, Alexa, and other digital assistants: a
study of customer satisfaction with artificial intelligence applications. Journal of
Marketing Management, 35(15-16), 1401-1436.
- Burgess, A. (2018). AI in Action. P.M. Cham (Ed.), In The Executive Guide to Artificial
Intelligence (73-89). From: https://doi.org/10.1007/978-3-319-63820-1_5/
adresinden 15.12.2019 tarihinde alınmıştır.
- Cannella, J. (2018). Artificial intelligence in marketing. Unpublished Honors Thesis for
Barrett, Arizona: The Honors College at Arizona State University.
- Catalin, Z. (2018). AI website builders: Are they any good?. A detailed review (2018).
From: https://websitebuilders.net/articles/ai-website-builders adresinden
17.11.2019 tarihinde alınmıştır.
- Chung, M., Ko, E., Joung, H., & Kim, S. J. (2018). Chatbot e-service and customer
satisfaction regarding luxury brands. Journal of Business Research, 1-9. From:
HYPERLINK "https://doi.org/10.1016/j.jbusres.2018.10.004" \t "_blank"
\o "Persistent link using digital object identifier" https://doi.org/10.1016/
j.jbusres.2018.10.004
- Dimitrieska, S., Stankovska, A., & Efremova, T. (2018). Artificial Intelligence and
Marketing. Entrepreneurship, 6(2), 298-304.
- Drosou, M., Jagadish, H. V., Pitoura, E., & Stoyanovich, J. (2017). Diversity in big data:
A review. Big data, 5(2), 73-84.
- Ertuğrul, İ., & Deniz, G. (2018). 4.0 Dünyası: Pazarlama 4.0 ve endüstri 4.0. Bitlis Eren
Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(1), 143-170.
- Khanna, A., Akshay, A. G., & Bhalla, A. (2017). Designing natural language processing
systems with quickscript as a platform. Paper presented at the ICACIE 2016
.
Kose, U., & Sert, S. (2017). Improving content marketing processes with the approaches
by artificial intelligence. ECOFORUM, 6(1), 1-8.
- Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to
customers to the human spirit. John Wiley & Sons.
- Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. T. (2003). Marketing management: An
Asian perspective (3th ed.). Singapore: Prentice-Hall.
- Köse, N. (2017). Dijital pazarlamadan fijital pazarlamaya geçişe örnek olarak artirilmiş
gerçeklik ve sanal gerçeklik uygulamalarinin pazarlama üzerindeki katkilarinin
incelenmesi. Yayınlanmamış doktora tezi, İstanbul: İstanbul Aydın Üniversitesi
Sosyal Bilimler Enstitüsü.
- Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role
of artificial intelligence in personalized engagement marketing. California
Management Review, 61(4), 135-155.
- Kurt, R. (2019). Industry 4.0 in terms of industrial relations and its impacts on labour
life. Procedia Computer Science, 158, 590-601.
- Liao,T.(2015).Augmented or admented reality?The influence ofmarketing on augmented
reality technologies. Information, Communication & Society, 18(3), 310-326.
- Luce, L. (2018). Artificial intelligence for fashion. New York: Apress - Springer Nature
Marinchak, C. L. M., Forrest, E., & Hoanca, B. (2018). The impact of artificial intelligence
and virtual personal assistants on marketing. In Encyclopedia of Information
Science and Technology, Fourth Edition (pp. 5748-5756). IGI global.
- McCorduck, P., & Cfe, C. (2004). Machines who think: A personal inquiry into the history
and prospects of artificial intelligence. CRC Press.
- McGregor, K. A., & Whicker, M. E. (2018). Natural language processing approaches
to understand HPV vaccination sentiment. Journal of Adolescent Health, 62(2),
S27-S28.
- Miikkulainen, R., Iscoe, N., Shagrin, A., Rapp, R., Nazari, S., McGrath, P.,& Epstein,
J. (2018, April). Sentient ascend: AI-based massively multivariate conversion
rate optimization. Proceedings of The Thirtieth AAAI Conference on Innovative
Applications of Artificial Intelligence, (7696-7703).
- Milgrom, P. R., & Tadelis, S. (2018). How artificial intelligence and machine learning
can impact market design. NBER WORKING PAPER SERIES: National Bureau
of Economic Research, Cambridge: MA.
- Morgan, N. A., Anderson, E. W., & Mittal, V. (2005). Understanding firms’ customer
satisfaction information usage. Journal of Marketing, 69(3), 131-151.
- Oke, S. A. (2008). A literature review on artificial intelligence. International journal of
information and management sciences, 19(4), 535-570.
- Perkins,W. S., & Rao, R. C. (1990). The role of experience in information use and decision
making by marketing managers. Journal of Marketing Research, 27(1), 1-10.
- Sterne, J. (2000). Customer service on the Internet: building relationships, increasing
loyalty, and staying competitive. John Wiley.
- Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley
& Sons.
- Sun, Z., Sun, L. i Strang, K. (2018). Big data analytics services for enhancing business
intelligence. Journal of Computer Information Systems, 58(2), 162-169.
- Tantawy, R. Y. i George, B. P. (2016). Cultures within national cultures: international
marketing within the domestic marketing environment. Economic Review:
Journal of Economics and Business, 14(1), 26-34.
- Trifu, M. R., & Ivan, M. L. (2014). Big data: Present and future. Database Systems
Journal, 5(1), 32-41.
- Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). E-Commerce:
Regulatory, ethical and social environments. Switzerland: Springer International
Publishing AG.
- Turban,E., Outland,J., King, D.,Lee,J. K.,Liang,T. P.,&Turban, D.C.(2017). Electronic
commerce 2018: A managerial and social networks perspective. Switzerland:
Springer International Publishing AG.
- Williams, E. W. (2002). Using your personal digital assistant to store lesson plans. Journal
of Physical Education, Recreation & Dance,, 73(3), 16-18.
- Yılmaz, N. (2018, Temmuz). Yeni tüketici: perakendecilikte inovasyon ve tüketim kültürü
çerçevesinde online tüketim alişkanliklarinin incelenmesi. Yayımlanmamış
yüksek lisans tezi, Konya: T.C. KTO Karatay Üniversitesi Sosyal Bilimler
Enstitüsü İşletme Anabilim Dalı.