THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES
DOI:
https://doi.org/10.1234/ijebs.v1i1.1Keywords:
Artificial Intelligence (AI), Big Data Analytics, Digital Marketing, Personalization, Predictive AnalyticsAbstract
The rapid digital transformation of marketing has created an urgent need to understand how Artificial Intelligence (AI) and Big Data technologies reshaping industry practices and outcomes are. This systematic review examines the impact of AI and Big Data on optimizing digital marketing strategies, with specific focus on personalization, predictive analytics, and customer engagement enhancement mechanisms. We conducted a Systematic Literature Review (SLR) of 68 peer-reviewed studies published between 2019-2024 from Scopus, Web of Science, and IEEE Xplore databases, using thematic synthesis and bibliometric analysis approaches. Our findings reveal that AI-driven personalization significantly improves customer satisfaction in 78% of reviewed studies, while predictive analytics enables more accurate market segmentation and campaign optimization in 65% of cases. However, implementation challenges persist, with 70% of studies identifying high costs, data privacy concerns, and skilled personnel shortages as primary barriers to adoption. The results demonstrate that while AI and Big Data substantially enhance marketing effectiveness through improved customer insights and targeting precision, successful implementation requires balancing technological capabilities with ethical considerations and resource constraints. This review contributes to both academic understanding and industry practice by synthesizing current knowledge on AI and Big Data applications in digital marketing, providing a foundation for developing more adaptive, customer-centric marketing models in an increasingly data-driven business environment.
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