A STUDY ON EFFECTIVE CONSEQUENCES AND CUSTOMER

PREFERENCE TOWARDS MACHINE LEARNING TECHNIQUES IN

DIGITAL MARKETING DURING POST COVID-19 ERA
Abstract
Artificial Intelligence has been under researched. Machines with deep learning abilities
can take digital marketing to new heights with their Artificial Intelligence making all the
difference. This research aims to identify the outcomes from the study of Indian customer’s
responses across varying demographics to machines and their abilities to sell, which will well
be the future of digital marketing. In the tumultuous times we face, data science has been
at the forefront of detecting and predicting COVID-19. Organisations like Tableau
offer trackers and community-based visualisations that provide intuitive and insightful
information about the pandemic. Data scientists at John Hopkins have been leveraging
machine learning to predict risk scores for the disease based on clinical data. However,
the impact of the pandemic indicates that uncertainty would be a significant hallmark
of a post-COVID world. Consequently, data science would consider the ambiguous
nature of the environment to play a key role in the comi ng times. A look at how the
world has altered hints at the changes to come.
Keywords : AI, Data Analytics, Machine Learning, Digital Marketing in Post Covid -
19 Era
1. Introduction
Looking at the post-COVID period through a data lens augurs an increase in the
variety of data generated. Social distancing and lockdown ensured that everybody
stayed in. This is an obvious precursor to a change in consumer behaviour. A recent
McKinsey report indicates that consumers have gradually adopted digital and online
channels to interact with firms.
Machine learning is a game-changing technique in digital marketing which records,
analyses, and reuses the clicks and the comments about brands learning the emotions relating
to the brand. This analysis helps marketers to personalize the sales tools toward individuals
empowering the marketers to customize their sales calls to each potential customer. The
techniques backed by machine learning helps in enhancing customer’s visits by categorizing
the various reactions in the form of clicks toward brands engaging them at a much-customized
level (Ashley & Tuten, 2015). The massive cache of data created every day is categorized into
various sectors and analysed to establish patterns by deep learning about digital customers
helping understand him better

Organisations have begun to respond by investing in immersive technologies

like virtual reality to engage consumers. Intelligent chatbots handling customer service
will be the new norm to ensure contactless transactions. Apart from these responses,
companies would also look at using IoT devices that would gather real -time data. This
could be a remote sensor at home gathering pulse rates or glucose le vels for intelligent
health care systems or a sensor monitoring water/electricity consumption. These
changes would provide greater access to a variety of data formats like location, video,
voice and image.

1.1 Objectives of the Study

The purpose of this study is to understand the current situation of Artificial Intelligence
in Marketing, analysing how AI currently impacts Marketing and the impact it will have in the
future.

➢ Identifying the key sectors of implementing AI in digital marketing.

➢ To study the machine learning techniques in digital marketing at the post covid era.
➢ To assess the key challenges and ethical aspects of integrating AI in Digital Marketing
Sectors.
1.2 Scope of the Study
Machine learning has wide scope in digital marketing. Machine learning provides
multiple areas of scope to an organization; a few are as follows:
➢ Machine learning helps in effective and faster customer service.
➢ Machine learning helps in the customization of benefits provided.
➢ Machine learning helps in advertisement performance.
➢ Machine learning helps in marketing automation and many more.
2. Literature Review
Analytical tools streamline strategic planning and help organization mark operational
decisions faster and more efficiently. In the past, strategic planning was usually based on data
and information that were gathered in the organization over the past periods. In the current
dynamic age, it is important to regard strategic planning as a live, ever-changing process.
Whether it is a process of analysing past events or predicting future events, strategic planning
is supported by advanced marketing analysis and analytical tools utilizing recent IT
innovations.

(Trabucchi & Buganza, 2020) has stated that Facebook and Amazon are excellent examples
of how machine learning can take the digital marketing to the next level. Starting from
connecting people to connecting group of players, from selling books to creating a platform
were employers meet employees and vice versa.

(Dekimpe, 2020) has stated that, Artificial intelligence-based marketing analytics tool can
gauge the suitability of product design to the customer needs and resultant customer satisfaction

3. Artificial Intelligence in Digital Marketing

According to Wikipedia, the term "artificial intelligence" is used to describe machines
and computers that mimic "cognitive" functions that humans associate with other human
minds, such as learning and problem-solving. It is an area of computer science that attempts to
understand the essence of intelligence and produce a new intelligent machine that thinks,
responds and performs tasks based on the data that is being fed into it, just like humans do.
Some of the activities associated with AI are highly technical and specialized, such as robotics,
speech recognition, image recognition, natural language processing, problem-solving, etc.

4. Data Analytics in Digital Marketing

Data analytics is the field of research that transforms raw data into insights. The study
of data previously fell to mathematicians and statisticians but now relies on automated
processes. In turn, data analysts need to be familiar with the algorithms that make up the core
of the profession and how to apply them to different data sets.
The importance of data analytics in digital marketing stems from the ability to pinpoint
the information that observers would otherwise miss. At its heart, data analytics is the ability
to spot patterns. Current methods of digital marketing utilize big data - massive collections of
information from multiple sources. Data analytics processes this data to provide a company
with actionable insights. Target marketing is an example of how analytics informs a company’s
decision-making. By developing rich, informative content that appeals to the core values of its
target consumer group, a business can start building a community. As each user visits the
content, the company gleans information about the user. It can then develop profiles that
encompass all of the members of its community, allowing it to improve its advertising.
 Additionally, by collecting data about products that are the same as or similar to a
business’s product, the company can adjust its pricing to be more competitive. For massive
markets, having access to this data enables companies to formulate better sales strategies.
Furthermore, lower pricing can attract potential customers who were previously loyal to
another brand.

5. Machine Learning in Digital Marketing

Machine learning and artificial intelligence are two separate entities that just so happen
to complement each other. While artificial intelligence (AI) aims to harness certain aspects of
the “thinking” mind, machine learning (ML) is helping humans solve problems in a more
efficient way. As a subset of AI, ML uses data to tech itself how to complete a process with
the help of AI capabilities. As an advanced tool that uses data to provide effective solutions to
a host of complex digital marketing problems, ML can benefit businesses by helping them find
hidden knowledge in available consumer data to streamline marketing processes.

6. Trends in Data Analysis: Current and Predicted

The field of data analytics is growing rapidly, with companies recognizing the
importance of utilizing technological innovations to drive marketing. In the past, marketing
was about hitting as many people with the company’s message as it could and hoping it
impacted some of them enough to close a sale. Today’s marketing is more streamlined thanks
to data analytics. The business only sends its marketing message to the customers most likely
to buy. The following trends in data analysis are likely to continue:

➢ Increased Use of Artificial Intelligence (AI) and Machine Learning (ML): AI and
ML form the most cutting-edge advances that technology can offer the world. In the
field of marketing, there has been a push to increase automation by incorporating self-
correcting ML algorithms. Additionally, AI engines have been developed to manage
data classification and storage. Some of these innovations may fail to make their
expected impact, as is often the case with experimental technology. However, many of
them will survive and find their way into the system as useful tools.
➢ Increased Cloud Adoption: Another cutting-edge advance available to digital
marketing is cloud architecture for storing, accessing, and processing big data. Thanks
to the massive volume of data coming into the system every minute, it would be
increasingly difficult to process data with a traditional relational database model. As
companies start adopting big data, the necessity of cloud computing will also increase.
 ➢ Focus on Customer Experience: Customer experience remains crucial to a business’s
success. By leveraging AI chatbots to offer more “human” assistance — and then
making adjustments based on customers’ questions — a company could offer
consumers a higher level of service. Furthermore, incorporating ML into these chatbots
could allow the system to learn from the questions and responses, enabling it to provide
optimal answers to an increasing number of complex questions.
➢ Social Media Marketing: With platforms such as Facebook and Instagram offering
easy access to demographic targeting, the use of social media advertising is likely to
skyrocket into the near future. By using data analytics to collect information on
consumers, a business can better inform its marketing department of the people it
should be targeting for its digital ad campaigns. The campaigns, in return, generate
more data through conversions, creating a positive feedback loop.
7. Future of Machine Learning in Digital Marketing Strategy
To begin the process of applying machine learning to your digital marketing strategy,
digital marketers can start in a number of areas. For example, ML techniques can help solve a
variety of complex problems, such as processing large data sets and creating personalized
content drips for users almost instantly.
ML tools and chatbots are enabling future-forward market research to take place much
faster than a human could ever manage while developing meaningful, personalized
relationships with involved users. For the modern marketing team, ML allows us to uncover
predictive knowledge with the help of artificial intelligence. By harnessing this data analysing
ability, your team can use ML to your advantage to engage with hyper-targeted prospects at
multiple touchpoints along the sales funnel.

8. Findings
Although the long-term implications of ML are unclear, it’s already impacting
the digital marketing landscape as we know it. ML tools have the ability to analyze
extremely large sets of data and present understandable analytics that marketing teams
can use to their advantage. In organizations using ML tools, marketing teams can find
more time to specialize in other areas and use ML findings to gain new insights,
optimizing their marketing strategies.
M L is being used by businesses to expand the understanding of their target
consumers and optimize their interactions with them. However, with mor e information
comes change, which will occur much faster than what digital marketers anticipate. This
year, IDC Futures capes expects that 75% of developer teams will include some type of
AI functionality in at least one service or application. In addition, by 2020, 85% of
customer interactions will be managed without human intervention, according
to Gartner. Regardless of the buzz, ML isn’t here to take over the jobs of digital
marketers. Rather, its main use is to help enhance digital marketing strategies and make
the jobs of digital marketers easier. By utilizing ML tools and capabilities, you can
streamline your digital strategy and align yourself with an AI and ML-dependent future.
9. Suggestions
According to research, the future of marketing lies in the way digital marketers
work alongside machine learning (ML) based tools. Not surprising, considering
artificial intelligence (AI) is already playing a huge role in streamlining marketing
processes and making businesses more effective. As ML & AI become more
commonplace in the digital marketing landscape, it’s imperative that d igital marketers
learn how to apply ML to their digital marketing campaigns.

10.Conclusion
In this Study adoption to Machine Learning Techniques and Digital Marketing
Strategy, Research Stated that to begin a career in digital marketing, a person must be driven,
passionate, and willing to adapt to changing professional landscapes. With a seemingly endless
online content pool and data points, the job of a digital marketer has transformed from a
business storyteller to a technological manager. To streamline processes and increase
productivity, digital marketers – both present and future – must begin to use ML tools to
automate processes and utilize data most effectively.
Digital marketing is an industry ripe with opportunities and challenges, and it isn’t
showing signs of going anywhere anytime soon. If the goal of digital marketers is to increase
engagement and brand awareness with leads, it’s vital that they understand their customers.
ML won’t replace existing digital marketing jobs. Rather, it will help broaden the capabilities
of the modern digital marketer, providing a base to do and be better at what you do.
As we move into the digital future, machines and people will begin to work together to
take marketing initiatives to the next level. No longer will marketing products or services be a
tireless campaign of creating, curating, and sharing high-value information. Instead, digital
marketers will be able to spread brand awareness in a way that’s more efficient and personal
than ever.
 Embrace the power of artificial intelligence and machine learning to level-up the
capabilities of you and your marketing team, and start making a future-forward impact that
inspires engagement and meaningful relationship development.
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