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Harsányi Miklós (2023): Reziliens digitális marketing lehetőségek

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Harsányi Miklós (2023): Reziliens digitális marketing lehetőségek. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 116–124. DOI:10.62561/EMOK-2023-10

DOI

https://doi.org/10.62561/EMOK-2023-10

Authors

  • Miklós, Harsányi. PPC - Café Communications Kft..

Abstract

Resilient digital marketing opportunities

The technological changes caused by artificial intelligence also have a great impact on digital marketing, in my research I examined how this affects the work of marketers from the perspective of resilience. I hypothesized that generative artificial intelligence is widespread and that those who do not use it are at a competitive disadvantage. In the framework of a qualitative interview research, I asked professionals about the current application areas in which these systems are used, and what their experiences are. The interviewees touched on six main areas where AI can already help a lot. These include segmentation, personalization, marketing automation, pricing strategies, chatbots, and event-driven marketing. Currently, the most effective strategy in terms of resilience is to use the tools of artificial intelligence and the knowledge of marketers at the same time.

marketing automation effects of artificial intelligence resilient digital marketing

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

Details

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