University of Twente Student Theses


Artificial Intelligence: The cutting-edge technology that revolutionizes the digital marketing

Schipmann, E (2019) Artificial Intelligence: The cutting-edge technology that revolutionizes the digital marketing.

[img] PDF
Abstract:The marketing landscape has tremendously changed over the past several years. Digital touchpoints just keep multiplying, giving customer endless options for buying products and services, everywhere and every time. Notwithstanding, the increasing demand for incredible customer experience across all digital touchpoints. Customers want one-to-one personalization. The solution to both improving the digital experience and producing more personalized content is Artificial Intelligence (AI). With the use of AI, businesses get deeper real-time insights into what customers want and based on these insights, businesses can create a unique experience for each individual customer. Nevertheless, commercial adoption of AI-based applications by businesses is still limited due to lacking knowledge about the technology. The current research is developed to fill this gap. This paper advances the theoretical understanding of various AI-based marketing applications that can improve the online customer experience (OCE) across the customer decision journey. Specifically, this research has examined how Programmatic Advertising, Personalized Search Optimization, Product Recommendations, and Chatbots affect a set of five antecedent factors of OCE. These include usability, interactivity, enjoyment, customization and perceived benefits. Thereby, an extensive literature review and an expert interview have informed this study. Key managerial implications for businesses are provided by highlighting the importance of incorporating AI into marketing practices to create a unique experience for customers along their journey to purchase.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page