The integration of artificial intelligence in performance marketing
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School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
64 + 8
Series
Abstract
Artificial Intelligence (AI) has become an extremely crucial in the field of marketing, and performance marketing in particular, especially with a recent and rapid development of generative AI systems. This allows to enhance the existing digital marketing strategies, including more efficient targeting, audience segmentation, and content creation. This thesis explores the integration of AI into various field of performance marketing, such as user acquisition, search engine marketing, content creation, creative analysis and others. The literature review discusses the topic of how AI is being utilized on these domains today and what potentials it has in the future, along with providing an overview of the question from the perspective of organizations, highlighting the necessary resources for the successful integration. The methodology combines a practical digital marketing campaign experiment, that compares the performance of AI and human generated assets, and qualitative interviews with marketing professionals aiming to get a deeper understanding of the question. The experiment shows that while AI can be useful in increasing the efficiency of engagement metrics, it cannot fully substitute human creativity and strategic insights that human marketers provide. The findings of the interviews provide insights on how field professionals utilize AI in their day-to-day activities, their views on the potential of the technology in the industry and key factors for its successful integration. The research contributes into the understanding of AI’s current state within the domain of performance marketing, focusing on the strengths, weaknesses, opportunities and challenges that arise from this integration and emphasizing the need for a balanced approach that combines both human expertise and AI efficiency.Description
Thesis advisor
Bhatnagar, KushagraKeywords
performance marketing, artificial intelligence, user acquisition, digital marketing