Učinek umetne inteligence na digitalni marketing

diplomsko delo

Laura Belec (Author), Simona Sternad (Mentor)

Abstract

Uspešno vodena prisotnost na internetu je za podjetja ključna. Digitalni marketing obsega procese, ki zajemajo vse možne digitalne kanale za promocijo izdelkov ali storitev ter hkrati služi kot orodje za upravljanje odnosov s strankami. Umetna inteligenca v svojem bistvu ustvarja računalniške programe ali stroje, ki so sposobni vedenja, ki bi ga pri ljudeh obravnavali kot inteligentnega. Tehnološki napredek je povzročil pojav velike količine podatkov na spletu, zato podjetja, če želijo ostati konkurenčna, morajo poiskati načine obdelave teh podatkov. Umetna inteligenca lahko tržnikom pomaga na nešteto načinov izboljšati odnose s strankami in posledično vpliva na boljše poslovanje podjetji. Diplomsko delo predstavlja povezavo med umetno inteligenco in digitalnim marketingom. Izpostavili in opisali smo številna orodja umetne inteligence, ki se trenutno uspešno uporabljajo v digitalnem marketingu in prinašajo pozitivne rezultate. Umetna inteligenca je globoko integrirana v področje digitalnega marketinga, saj je sposobna zbirati informacije iz različnih virov, prepoznati trende, analizirati podatke ter omogoča tržnikom, da razumejo potrebe svojih strank. Posledično je izboljšala tudi zadovoljstvo strank in samo poslovanje podjetja.

Keywords

digitalni marketing;umetna inteligenca;klepetalni roboti;personalizacija;upravljanje odnosov s strankami;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	L. Belec
UDC:	004.8:339.13
COBISS:	158479363
Views:	20
Downloads:	4
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ǂThe ǂimpact of artificial intelligence on digital marketing
Secondary abstract:	A successfully managed internet presence is essential for all businesses. Digital marketing includes methods that include all possible digital channels to promote products or services, whilst also serving as a customer relationship management tool. Artificial intelligence at its core is the creation of computer programs or machines that are capable of behaviour that would be considered intelligent in humans. Technological advances have led to the increasing volumes of large amounts of data on the internet and businesses need to find new ways of processing this data if they wish to remain competitive. Artificial intelligence can help marketers in many ways to improve customer relationships and make businesses run more successfully. This paper presents the links between artificial intelligence and digital marketing. We have outlined and presented a number of artificial intelligence tools that are currently successfully being used in digital marketing and are showing positive results. Artificial intelligence is deeply integrated into the digital marketing field, as it is able to gather information from different sources, identify trends, analyse data and allow marketers to understand the needs of their customers. As a result, it has also improved customer satisfaction and the business performance.
Secondary keywords:	digital marketing;artificial intelligence;chatbots;personalisation;customer relationship management;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 42 str.
ID:	18773737