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

Yıl 2023, , 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

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