Naslov
Implications of Artificial Intelligence in Marketing Activities on Multimedia Platforms

Autori
Bratić, Diana ; Sačer, Sabina ; Palić, Mirko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of FEB Zagreb 11th International Odyssey Conference on Economics and Business / Šimurina, Jurica ; Načinović Braje, Ivana ; Pavić, Ivana - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2020, 740-750

Skup
11th International Odyssey Conference on Economics and Business (FEB Zagreb)

Mjesto i datum
Zagreb, Hrvatska, 16.06.2020. - 20.06.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Keywords: Artificial Intelligence, Marketing Activities, Multimedia Platforms

Sažetak
Abstract Artificial Intelligence is one of today's most outstanding research fields and can be easily used in marketing activities. Multimedia platforms (social networks, news, photos, video, infographics, newsletters, podcasts, blogs, e- books, how-to-guides, etc.) today no longer serve only for communication between users or users and companies, but also for companies to collect and classify data of paramount importance for directing all forms of business. Data from the systems that register user’s behaviour on multimedia platforms enables deep segmentation by applying models based on artificial intelligence, while also creating a personal profile of such behaviour. This allows multichannel systems in marketing communications to reach users with personalized message. Multimedia platforms are also suitable for transmission of affective visual concepts through image content. Latest relevant literature findings show that basic functions, values and the nature of marketing won’t change, but multimedia platforms as well as communication channels in synergy with a large amount of data will make marketing more focused, and communication and buying more atomized. The main purpose of this paper, drawing on the wealth of available literature, is to give a theoretical insight into this new and fast developing area where the newest technology merges with the existing business practices. Also, some exciting applications of the AI into the real world marketing practices has been briefly presented. In the conclusion of the paper the evaluation of such technological advances in marketing field and future predictions have been provided. Keywords: Artificial Intelligence, Marketing Activities, Multimedia Platforms

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA