Transforming Digital Marketing with Machine Learning Algorithms
DOI:
https://doi.org/10.13052/jgeu0975-1416.1323Keywords:
Digital marketing, machine learning (ML) algorithms, customer segmentation, personalized marketing, predictive analytics, marketing automation, campaign optimization, customer behavior predictionAbstract
In the era of rapid technological advancements, digital marketing has evolved significantly, leveraging innovative technologies to enhance customer engagement, personalize experiences, and optimize marketing strategies. One of the most promising approaches to transforming digital marketing is the integration of ML algorithms, which can automate decision-making processes, predict consumer behavior, and improve marketing campaign effectiveness. This paper investigates the integration of ML techniques into digital marketing, aiming to enhance customer engagement, personalization, and campaign effectiveness through data-driven strategies. The objective is to demonstrate how ML can transform traditional digital marketing approaches by automating decision-making and predicting consumer behavior. Using a Python-based implementation, the study applies key ML models – classification, clustering, and regression – to practical digital marketing tasks such as customer segmentation, personalized content recommendation, and performance analytics. The methodology involves utilizing Python libraries including Scikit-learn, TensorFlow, and Keras to develop and evaluate ML models on relevant marketing datasets. The findings reveal that ML-driven marketing strategies can significantly improve customer targeting, increase return on investment, and deliver more personalized user experiences. Additionally, the paper identifies and discusses challenges such as data quality, algorithmic bias, and ethical concerns surrounding the use of personal data. These insights underscore the transformative potential of ML in digital marketing, while also emphasizing the importance of responsible and transparent implementation. The paper concludes that when thoughtfully applied, ML offers a powerful toolset for businesses seeking to innovate and optimize their marketing efforts in the digital age.
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