The Effectiveness Of Artificial Intelligence Techniques In Changing The Production Trends Of Integrated Marketing Communications Content The Organization's Website

Document Type : Original Article

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1 The Higher Institute of Mass Communications and Communications Techniques 6 October

2 Mansoura University

Abstract

This study aimed to monitoring & literature review that have dealt with marketing using AI techniques. It also included several other elements, such as addressing IMC methods that have been covered in research & studies, future research approaches, & theoretical frameworks that can be used at the academic studies, in addition to employing research results. Also this study provide a number of recommendations in the field of digital marketing using AI. The study found that Relying on AI supports marketing people in choosing & determining Appropriate marketing strategy, in addition to planning marketing activity efficiently & effective, as AI techniques contribute to the segmentation, targeting & identification process the strategic position of the brand in the market (STP).
AI also helps marketers define the vision & the future direction of the company through the use of technologies, such as text analysis technology text Mining, & machine learning algorithms in many sectors such as banking, tourism, & online retail, by analyzing customers & identifying the customers who should be targeted accurately. The results confirmed that there are effects that led to AI in shaping diversified marketing in terms of cost planning, differentiation, efficiency in marketing, alliance, diversity, & direct marketing. The most studies focused on communicating with the public through (chatbots). Chatbots are often used in customer service, but they can also be used for marketing purposes. The study recommended that, Arab companies must keep pace with formations in global specialties. & Training humans on how to deal with machines.

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