The Change of Digital Marketing with Artificial Intelligence

Abstract

Artificial intelligence (AI) and machine learning technologies are increasingly gaining importance for accurately analyzing consumer behavior and delivering customized advertising content within digital marketing strategies. A rapid increase has been observed in the recent research concerning machine learning and artificial intelligence in the digital marketing literature. This research aims to strategically and thematically present a scientific map of publications using digital marketing, machine learning, and artificial intelligence. For this purpose, the bibliometric analysis method, one of the quantitative research methods, has been used in the study. The data used in this study were obtained from the Scopus database, covering 2007-2023. The gathered data were analyzed and visualized using the Bibliometrix analysis program with its web interface provider, Biblioshiny. A total of 171 publications were reached in the research. There has been an increase in publications since the year 2017. The journal with the most publications is Communications in Computer and Information Science. The most frequently used words are artificial intelligence, marketing, machine learning, commerce, digital marketing, learning systems, machine learning, decision-making, e-learning, and deep learning. Moreover, a co-occurrence network exists between machine learning, marketing, artificial intelligence, digital marketing, and commerce. The highest level of publication collaboration has occurred between the United States of America (USA) and India. The involvement of numerous authors from diverse journals suggests that the topic attracts attention from multiple fields. This study offers an extensive bibliometric analysis to visualize the academic publication landscape of digital marketing, machine learning, and artificial intelligence. Subsequent research is expected to emphasize the real-world applications of these technologies in various industries. The visualization of the data obtained from the analyses in this research holds significance for guiding future studies in this area.

Digital Marketing Strategies and Performance of Tour Operators Supply Chain in the Tourism Industry

“…The integration of AI with marketing strategies enables the processing of massive amounts of information, identifies trends, predicts customer behavior (Khatri, 2021), leads to significant advancements in personalized messaging, enhances analytics, and more effective marketing strategies (Efendioğlu, 2023). Employing appropriate analytical techniques, online reviews play a crucial role in visitors' decision-making process and offer tour operators valuable strategic information about business performance (Oliveira et al, 2020).…”

“…The findings in Figure 5.4 also revealed that paid advertising for web visibility has a moderate rating (x 2.8), suggesting that promoting the website by increasing its visibility in search engine results pages ( E P ) through paid advertising is not very high effective as some tour operators don't use this strategy. The use of AI driven predictive analytics to influence visitors' decision-making and personalized experiences is low ((x 0.5), implying that AI is not perceived by responded as one of the very effective elements of digital marketing strategies, which could be due to In the tourism market, the new digital environment and the use of social media show that tour operators must adopt new approaches and establish new marketing strategies such as integrating AI in digital marketing strategies (Efendioğlu, 2023;Khatri, 2021;Velentza & Metaxas, 2023) Figure 3: Applications of Marketing Strategies Tools by Tour Operators…”

“…Firms are adopting a digital marketing mix which is an online marketing strategy to position their products and services in the niche market including social media marketing, search engine optimization, content marketing, email marketing, search engine marketing, mobile marketing, and affiliate marketing as most sought after digital marketing strategies (Kumar, 2021). Mobile marketing strategies play an important role in the online advertising of companies by enabling reaching the targeted audience through mobile devices, requiring ongoing monitoring and updates for developing effective mobile websites that are compatible with mobile devices, with creative content (Efendioğlu, 2023;Tong et al, 2020).…”