Vpliv umetne inteligence na e-poštni marketing

diplomsko delo

Iva Gomboši (Author), Simona Sternad (Mentor)

Abstract

Diplomsko delo obravnava vpliv umetne inteligence na e-poštni marketing, ki postaja eden ključnih elementov sodobne digitalne komunikacije med podjetji in uporabniki. E-poštni marketing zaradi svoje stroškovne učinkovitosti, personalizacije in merljivost ostaja nepogrešljivo trženjsko orodje, a njegova uspešnost je danes vse bolj odvisna od integracije naprednih tehnologij. Umetna inteligenca omogoča optimizacijo časa pošiljanja, dinamično generiranje vsebin, vedenjsko segmentacijo ter napredno napovedovanje odzivnosti uporabnikov. Z uporabo umetne inteligence postajajo kampanje bolj ciljno usmerjene, relevantne in učinkovite. V teoretičnemu delu so predstavljeni temeljni pojmi s področja elektronske pošte, e-poštnega marketinga ter umetne inteligence. Poudarek je na osnovnih funkcionalnostih, prednostih, slabostih in izzivih njihovega povezovanja. Analizirana je tudi vloga umetne inteligence v konkretni digitalni platformi Odoo, ki omogoča integracijo vseh poslovnih procesov, vključno z e-poštnim marketingom, ter ponuja napredne rešitve za avtomatizacijo in personalizacijo kampanj. Analiza digitalne platforme Odoo potrjuje, da uporaba umetne inteligence v tem modulu omogoča izboljšano segmentacijo, večjo relevantnost vsebin ter višjo angažiranost prejemnikov. Umetna inteligenca pozitivno vpliva na učinkovitost e-poštnih kampanj, izboljšuje stopnjo konverzije ter zmanjšuje stopnjo odjav. Diplomsko delo potrjuje, da umetna inteligenca predstavlja ključno konkurenčno prednost za podjetja, ki želijo s pomočjo e-poštnega marketinga graditi dolgoročne ter personalizirane odnose s strankami.

Keywords

digitalni marketing;umetna inteligenca;personalizacija;segmentacija;

Data

Language:	Slovenian
Year of publishing:	2025
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	I. Gomboši
UDC:	004.8:658.8
COBISS:	246130947
Views:	0
Downloads:	15
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ǂThe ǂimpact of artificial intelligence on email marketing
Secondary abstract:	The thesis explores the impact of artificial intelligence on email marketing, which is becoming one of the key elements of modern digital communication between companies and users. Due to its cost-effectiveness, personalization, and measurability, email marketing remail an indispensable marketing tool, but its success increasingly depends on the integration of advanced technologies. Artificial intelligence enables the optimization of sending times, dynamic content generation, behavioural segmentation, and advanced prediction of user responsiveness. With the use of artificial intelligence, campaigns become more targeted, relevant, and effective. The theoretical part presents the fundamental concepts related to email, email marketing, and artificial intelligence. The focus is on the basic functionalities, advantages, disadvantages, and challenges of integrating these elements. The role of artificial intelligence is also analysed within the digital platform Odoo, which allows for the integration of all business processes, including email marketing, and offers advanced solutions for campaign automation and personalization. Analysis of the digital platform Odoo confirms that the use of artificial intelligence in this module enables improved segmentation, greater content relevance, and higher recipient engagement. Artificial intelligence positively impacts the effectiveness of email campaigns, improving open and conversion rates while reducing unsubscribe rate. The thesis confirms that artificial intelligence represents a key competitive advantage for companies aiming to build long term and personalized customer relationships through email marketing.
Secondary keywords:	Email marketing;artificial intelligence;personalization;segmentation;Odoo.;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	1 spletni vir (1 datoteka PDF (II, 41 str.))
ID:	26501713