Dijital Pazarlamada Yapay Zekâ: Şirketlerin Yapay Zekâ Stratejilerinin Seçkisiz Örneklem ile Betimsel Analizi

Yıl 2023, Sayı: 12, 368 - 387, 27.10.2023

Nihal Toros Ntapıapıs

https://doi.org/10.32739/etkilesim.2023.6.12.226

Öz

Markalar piyasadaki müşteri talebini karşılamak ve ürünlerinin reklamını ve pazarlamasını daha etkili yapabilmek için süregelen bir strateji araştırması içindedirler. Geleneksel tarzdaki televizyon reklamları ve sokak billboardlarının yerini alan teknoloji dünyasıyla günümüzde artık farklı yaklaşımlar ortaya çıkmıştır. Bu noktada, bilgisayar yazılımlarının ve makine öğreniminin de gelişmesiyle birlikte, yapay zekâ, satışlarını ve pazarlama stratejilerini farklı boyutlara taşımak isteyen şirketler için vazgeçilmez bir seçenek halini almıştır. Yapay zekâ teknolojisi, derin makine öğrenimi ve uygun yazılımlar ile markaların hedef kitleye uygun ürün seçenekleri sunmasından müşterilerin özel indirim almasına ya da şirketin pazarlama verilerini toplarken eksiksiz bir süreç yönetmesinden şirket bilgilerinin dijital ortamda hatasız bir şekilde arşivlenmesine kadar çok geniş bir ölçekte firmalara yardım edebilmektedir. Bu makale günümüz pazarında önde gelen ve yıllık geliri 10 milyon dolardan yüksek olan ve de tesadüfi örneklem yolu ile Araştırma kapsamına alınan şirketlerin betimsel analizini yapmayı hedeflemektedir. Bu noktada makalede markaların, pazarlama stratejilerini geliştirmede yapay zekanın önemine dikkat çekilmekte ve markaların yapay zekâ kullandığı çeşitli kampanya ve uygulamalardan örnekler verilmektedir. Son olarak, yapılan betimsel analiz sonucunda pazarlama stratejilerinde ve reklamlarda yapay zekâ kullanılmaya başladıktan sonraki gelir artışı da göz önünde bulundurularak bu teknolojinin firmalar üzerinde oldukça olumlu bir etki yarattığı sonucuna varılmıştır.

Anahtar Kelimeler

pazarlama, dijital pazarlama, yapay zeka, strateji, programlama

Artificial Intelligence in Digital Marketing: Descriptive Analysis of Companies' Artificial Intelligence Strategies with Random Sampling

Öz

Brands are in an ongoing strategy research to meet customer demand in the market and to advertise and market their products more effectively. With the world of technology replacing old television advertisements and street billboards, different approaches have emerged. At this point, with the development of computer software and machine learning, artificial intelligence has become an indispensable option for companies that want to take their sales and marketing strategies to different dimensions. Artificial intelligence technology, together with deep machine learning and appropriate software, can help companies on a wide scale, from offering product options suitable for the target audience to customers getting special discounts, or from managing a complete process while collecting marketing data of the company to archiving company information in a digital environment without errors. This article aims to make a descriptive analysis of the leading companies in today's market, with an annual income of more than 10 million dollars and selected by random sampling. At this point, the importance of artificial intelligence in developing the marketing strategies of brands is stated in the article and examples of various campaigns and applications in which brands use artificial intelligence are given. Finally, as a result of the descriptive analysis, it was concluded that this technology had a very positive effect on companies, considering the increase in revenue after the use of artificial intelligence in marketing strategies and advertisements.

Anahtar Kelimeler

marketing, digital marketing, strategy, artificial intelligence, programming

Kaynakça

• Barber, S. (2022, April 19). Unilever: Using AI to freeze out competition & discover “breakfast for dessert”. Digital Innovation and Transformation. Retrieved November 17, 2022 from https://d3.harvard.edu/platform-digit/submission/unilever-sugary-sweet-moves-to-freeze-out-competitors-game-their-way-to-success/#:~:text=In%20addition%20to%20infiltrating%20the,invested%20in%20the%20hiring%20process.
• Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2019). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1), 1-25.
• Burns, E., Laskowski, N., & Tucci, L. (2022, February 23). What is artificial intelligence (AI)? Definition, benefits and use cases. SearchEnterpriseAI. Retrieved November 12, 2022 from https://www.techtarget.com/searchenterpriseai/definition/AI-Artificial-Intelligence
• Conick, H. (2019, December 12). The past, present and future of AI in marketing. American Marketing Association. Retrieved November 17, 2022 from https://www.ama.org/marketing-news/the-past-present-and-future-of-ai-in-marketing/
• Davenport, T. H. (2019). The Ai Advantage: How to put the artificial intelligence revolution to work. The MIT Press.
• Davenport, T. H., Guha, A., & Grewal, D. (2021, August 30). How to design an AI marketing strategy. Harvard Business Review. Retrieved November 17, 2022 from https://hbr.org/2021/07/how-to-design-an-ai-marketing-strategy
• De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K.-U., & von Wangenheim, F. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51, 91-105. https://doi.org/10.1016/j.intmar.2020.04.007
• Dignan, L. (2017). Starbucks to step up rollout of ‘digital flywheel’ strategy in 2017. ZD Net. From https://www.zdnet.com/article/starbucks-to-step-up-rollout-of-digital-flywheel-strategy/
• Dzyabura, D., & Hauser, J. R. (2011). Active machine learning for consideration heuristics. Marketing Science, 30(5), 757-944.
• Faggella, D. (2022, May 10). Artificial intelligence at Alibaba - Two current use-cases. Emerj Artificial Intelligence Research. Retrieved November 17, 2022 from https://emerj.com/ai-sector-overviews/artificial-intelligence-at-alibaba/#:~:text=Driving%20Sales%20with%20Optimized%20Recommendation,Tmall%20homepage%20and%20mobile%20app.
• Frankenfield, J. (2022, September 12). Artificial Intelligence: What it is and how it is used. Investopedia. Retrieved November 5, 2022 from https://www.investopedia.com/terms/a/artificial-intelligence-ai.asp
• Future Stores. (2020, June). How Starbucks is using AI and more to better serve its customers. Future Stores Seattle 2023. Retrieved November 17, 2022 from https://futurestores.wbresearch.com/blog/starbucks-ai-serve-customers-strategy
• Grimms, K. (2022, November 1). Ai Marketing: What, why and how to use artificial intelligence in marketing. Mageplaza. Retrieved November 17, 2022 from https://www.mageplaza.com/blog/ai-marketing-what-why-how.html
• Hall, J. (2022, October 12). Council post: How artificial intelligence is transforming digital marketing. Forbes. Retrieved November 25, 2022 from https://www.forbes.com/sites/forbesagencycouncil/2019/08/21/how-artificial-intelligence-is-transforming-digital-marketing/?sh=60ceaf1121e1
• Hartmann, J., Huppertz, J., Schamp, C. P., & Heitmann, M. (2019). Comparing automated text classification methods. International Journal of Research in Marketing, 36(1), 20–38.
• Huang, M. H., Rust, R. T. A. (2021). Strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50 https://doi.org/10.1007/s11747-020-00749-9
• Humphreys, A., & Wang, R. (2018). Automated text analysis for consumer research. Journal of Consumer Research, 44(6), 1274-1306.
• InsideRadio. (2019, July 31). Chase turns to AI technology for copywriting needs. Retrieved November 17, 2022 from https://www.insideradio.com/free/chase-turns-to-ai-technology-for-copywriting-needs/article_7ebd0324-b358-11e9-85d8-fbc9c351d8b1.html
• Ives, N. (2019, July 30). JPMorgan Chase Taps AI to make marketing messages more powerful. The Wall Street Journal. Retrieved November 17, 2022 from https://www.wsj.com/articles/jpmorgan-chase-taps-ai-to-make-marketing-messages-more-powerful-11564482606#:~:text=JPMorgan%20Chase%20%26%20Co.%20is%20adopting,from%20software%20company%20Persado%20Inc
• Jarek, K., & Mazurek, G. (2019). Marketing and artificial intelligence. Central European Business Review, 8(2), 46-55. https://doi.org/10.18267/j.cebr.213
• Jones, S., & Groom, F. M. (2020). Artificial Intelligence and machine learning for business for non-engineers. CRC Press.
• King, K. (2019). Chapter 2: The personalization paradox: global apetite for AI the changing customer journey. Using artificial intelligence in marketing: How to harness AI and maintain the competitive edge (pp. 23-44). Kogan Page Limited.
• Liu-Thompkins, Y., Okazaki, S., & Li, H. (2022). Artificial empathy in marketing interactions: Bridging the human-ai gap in affective and social customer experience. Journal of the Academy of Marketing Science, 50(6), 1198-1218. https://doi.org/10.1007/s11747-022-00892-5.
• Macrotrends. (n.d-a). Alibaba revenue 2011-2023 | BABA. From https://www.macrotrends.net/stocks/charts/BABA/alibaba/revenue
• Macrotrends. (n.d-b). Amazon revenue 2010-2023 | AMZN. From https://www.macrotrends.net/stocks/charts/AMZN/amazon/revenue
• Macrotrends. (n.d-c). JPMorgan chase revenue 2010-2023 | JPM. From https://www.macrotrends.net/stocks/charts/JPM/jpmorgan-chase/revenue
• Macrotrends. (n.d-d). Starbucks revenue 2010-2023 | SBUX. From https://www.macrotrends.net/stocks/charts/SBUX/starbucks/revenue
• Marr, B. (2021, July 13). How Amazon uses artificial intelligence: The flywheel approach. Bernard Marr & Co. Retrieved November 17, 2022 from https://bernardmarr.com/how-amazon-uses-artificial-intelligence-the-flywheel-approach/
• Marwala, T., & Hurwitz, E. (2017). Future work. Artificial Intelligence and Economic Theory: Skynet in the Market, 171-179. https://doi.org/10.1007/978-3-319-66104-9_15
• Mathews, M. (2019, June 26). Technology is dramatically improving consumers' shopping experience. NRF. Retrieved November 17, 2022 from https://nrf.com/media-center/press-releases/technology-dramatically-improving-consumers-shopping-experience
• Multivu. (n.d). Splash your spoon into Ben&Jerry’s newest cereal splashback flavors. From https://www.multivu.com/players/English/8026454-ben-and-jerrys-cereal-splashback-flavors
• Norris, P. (2021, November 18). 10 impressive examples of AI in marketing. Social Media Strategies Summit Blog. Retrieved November 16, 2022 from https://blog.socialmediastrategiessummit.com/10-examples-of-ai-in-marketing/
• Oakes, O. (2019, January 21). How ai helped Unilever discover 'breakfast for dessert'. Campaign US. Retrieved November 17, 2022 from https://www.campaignlive.com/article/ai-helped-unilever-discover-breakfast-dessert/1522441
• Ohsawa, Y., & Tsumoto, S. (2006). Chance discoveries in real world decision making: Data-based interaction of human intelligence and artificial intelligence. Springer.
• Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the computers take over: Using AI to solve marketing problems. California Management Review, 61(4), 156-185. https://doi.org/10.1177/0008125619859318
• Richman, D. (2016, December 20). How Starbucks is using artificial intelligence to connect with customers and Boost Sales. GeekWire. Retrieved November 17, 2022 from https://www.geekwire.com/2016/starbucks-using-artificial-intelligence-connect-customers-boost-sales/
• Rust, R. T., Ng, I. C. L., Klostermann, J., Kannan, P. K., Kakatkar, C., Hartmann, J., Altman, N. S., Amos, B., Ansari, A., Athey, S., Bengio, Y., Berry, S., Blei, D. M., Bodapati, A. V., Braun, M., Breiman, L., Büschken, J., Chiong, K. X., Chung, T. S., … Hauser, J. R. (2020, August 21). Machine learning and AI in marketing – Connecting computing power to human insights. International Journal of Research in Marketing. Retrieved November 25, 2022 from https://www.sciencedirect.com/science/article/pii/S0167811620300410
• Shukla Shubhendu, S., & Vijay, J. (2013). Applicability of artificial intelligence in different fields of Life. International Journal of Scientific Engineering and Research (IJSER), 1(1), 1-35. https://doi.org/ISSN (Online): 2347-3878
• Sterne, J. (2017). Chapter 1: Welcome to the Future. Artificial intelligence for marketing: Practical applications (pp. 3-56). Wiley.
• Syam, N., & Kaul, R. (2021). Machine Learning and artificial intelligence in marketing and sales: Essential reference for practitioners and data scientists. Emerald Publishing.
• Tegmark, M. (2018). Chapter 2: Matter turns intelligence. Life 3.0: Being human in the age of artificial intelligence (pp. 49-82). Penguin Books.
• The New York Times Magazine. (2020, July 27). Ben & Jerry's radical ice cream dreams. From https://www.nytimes.com/interactive/2020/07/27/magazine/ben-jerry-interview.html#:~:text=1%20Ben%20%26%20Jerry's%20had%20reported,were%20a%20reported%20%24237%20million
• van Esch, P., & Stewart Black, J. (2021). Artificial intelligence (AI): Revolutionizing digital marketing. Australasian Marketing Journal, 29(3), 199-203. https://doi.org/10.1177/18393349211037684
• Venkatesan, R., & Lecinski, J. (2021). The AI marketing canvas a five-stage road map to Implementing artificial intelligence in marketing. Stanford Business Books, an imprint of Stanford University Press.
• Ward, M., & Marr, B. (2019). Artificial intelligence in practice: How 50 successful companies used AI and machine learning to solve problems. Wiley.
• West, D. M., & Allen, J. R. (2022, March 9). How artificial intelligence is transforming the world. Brookings. Retrieved November 15, 2022 from https://www.brookings.edu/research/how-artificial-intelligence-is-transforming-the-world/