Impact of Machine Learning in Digital Marketing Applications
3rd International Informatics and Software Engineering Conference, IISEC 2022, Ankara, Türkiye, 15 - 16 Aralık 2022, (Tam Metin Bildiri)
- Yayın Türü: Bildiri / Tam Metin Bildiri
- Doi Numarası: 10.1109/iisec56263.2022.9998211
- Basıldığı Şehir: Ankara
- Basıldığı Ülke: Türkiye
- Anahtar Kelimeler: e-commerce, machine learning, marketing, unsupervised learning
- Maltepe Üniversitesi Adresli: Evet
Özet
The devastating Covid 19 pandemic has shifted priorities in the business world to accommodate the new normal that the pandemic has caused. Digital marketing has become a necessity for corporations to keep up with the evolving needs of consumers. With the help of the emerging technologies, corporations have begun embracing tailored digital marketing applications that aim to attract and retain more consumers. The techniques or applications used by businesses to improve their marketing performance are consolidated and supported by artificial intelligence applications. In this study, we examine the significance of the marketing field and machine learning, as well as marketing techniques, artificial intelligence, and machine learning algorithms. As a result of the examinations, it has been shown how machine learning techniques and algorithms facilitate marketing processes, increase the profitability of businesses and it is very difficult to realize digital marketing without machine learning algorithms.