Salford Business School

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Blog and Review

Review: Artificial Intelligence Solutions for Digital Marketing


Dan Dumitriua, Mirona Ana-Maria Popescu | University Politehnica of Bucharest, Faculty of Entrepreneurship, Business Engineering and Management, Splaiul Independentei 313, Bucharest, 060042, Romania


Summary of Paper

So far, we have covered several aspects and sectors that AI can intervene. In this paper, we are concentrating on the impact of AI on digital marketing and possible solutions that can bring to us. According to his paper, the same as other techs, Marketing needs to follow the trend and being developed/updated. The concern is:” How do all AI-based systems reduce the classic complexity of targeting and customization?” In this paper, the current place of AI in the marketing process is discussed, in addition to a ‘four-step model’ using AI to improve the visibility/reach through keywords.

Quality of the Research and The Research Method Item

Regarding the quality of research, the author firstly covers the topic of ‘innovation in search engines’ and the steps and how AI is utilized for SEO. Additionally, the methods of inputs, including the keywords vs. voice search, are analyzed toward the target, which is very interesting. Another topic is the relativeness of each keyword to those words which can be searched or talked to the smart devices. This process will provide a wide range [spider net] network of search possibilities. For example: how many people are satisfied while searching for the word ‘Book’ while they have been offered/presented with a specific book, considering the deeper details/disaggregation in social, economic, geographical, and so forth.

The approaches toward utilizing this model are exciting but plainly, not enough, and cannot guarantee the extension throughout all of the businesses in different sectors. The provision of a live example would be quick useful here, where the model can be seen on the ground while integrated with other marketing tools and methodologies.

Unfortunately, the ethical problems of utilizing AI in marketing via search engines have not been discussed in detail. As an example, nowadays, lots of people, including myself, concerning how they have been presented with a specific product while they have talked about it around without a direct search?

The initial concern in the heading of the article is responded to, and terms and concerns have been appropriately defined. The discussion is relevant, and in general, this topic can be more comprehensive, and more details and examples are welcome.

Quality of Presentation Item

The paper is appropriately cited and referenced. While checking some of the references, it noticed that statements in this article are well supported.

This paper analyzes different sources of information and adequately presents lots of findings all around the world—integrating more visual data into the report to provide a better picture for the readers is recommended. Provision of a live example in one of the well-known social media platforms such as Facebook or Twitter is recommended. This gives the readers the chance to duplicate the system and implement this model/methodologies.


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