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Journal articles on the topic 'Personalized marketing strategies'

Author: Grafiati

Published: 7 June 2025

Last updated: 2 August 2025

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1

Tong, Siliang, Xueming Luo, and Bo Xu. "Personalized mobile marketing strategies." Journal of the Academy of Marketing Science 48, no. 1 (2019): 64–78. http://dx.doi.org/10.1007/s11747-019-00693-3.

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Rivera-Montaño, Sergio A. "Impacto de la inteligencia artificial (IA) en la efectividad de las estrategias de marketing personalizado." Revista científica anfibios 6, no. 2 (2023): 70–81. http://dx.doi.org/10.37979/afb.2023v6n2.138.

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With the advent of technological advancement, AI has emerged as a powerful tool to gather and analyze vast amounts of data, allowing companies to offer highly personalized marketing experiences. By reviewing the literature, this scientific article examines how AI has transformed how companies collect information about their customers, analyze it, and use those results to develop personalized marketing strategies. In addition, it investigates how AI has improved the effectiveness of these strategies by providing a deeper understanding of consumer tastes, preferences, and behavior. The paper pre

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Jaiswal, Anchal. "Impact of Artificial Intelligence in Companies Marketing Strategies." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32762.

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In today's digitally driven marketplace, personalized marketing has emerged as a pivotal strategy for businesses aiming to engage customers on a deeper level and foster long-term relationships. With the advent of Artificial Intelligence (AI), personalized marketing has reached unprecedented levels of customization and effectiveness. This master's thesis delves into the intricate relationship between AI and personalized marketing strategies, focusing on how AI-powered techniques can revolutionize customer engagement and satisfaction. The research explores various facets of personalized marketin

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M, Harshavardhan, Jyoti Ainapur, Kalyan Rao. K, et al. ""Leveraging Artificial Intelligence in Marketing: Case Studies on Enhancing Personalization, Customer Engagement, and Business Performance"." International Journal of Business and Management Invention 13, no. 9 (2024): 131–36. http://dx.doi.org/10.35629/8028-1309131136.

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Artificial Intelligence (AI) has become a critical asset in the marketing strategies of modern companies. This paper explores how AI is utilized in marketing to automate, optimize, and personalize various functions, improving customer engagement, retention, and ROI. Through case studies of Amazon’s recommendation engine and Netflix’s personalized content, this study highlights how AI-driven systems enhance decision-making, streamline operations, and create hyper-targeted marketing strategies. These cases demonstrate AI’s ability to drive conversions, personalize user experiences, and efficient

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SINGH, PIYUSH KUMAR. "The Role of Artificial Intelligence in Personalized Marketing Strategies of AMAZON." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32818.

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In today's digitally driven marketplace, personalized marketing has emerged as a pivotal strategy for businesses aiming to engage customers on a deeper level and foster long-term relationships. With the advent of Artificial Intelligence (AI), personalized marketing has reached unprecedented levels of customization and effectiveness. This master's thesis delves into the intricate relationship between AI and personalized marketing strategies, focusing on how AI-powered techniques can revolutionize customer engagement and satisfaction. The research explores various facets of personalized marketin

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Sodiq Odetunde Babatunde, Opeyemi Abayomi Odejide, Tolulope Esther Edunjobi, and Damilola Oluwaseun Ogundipe. "THE ROLE OF AI IN MARKETING PERSONALIZATION: A THEORETICAL EXPLORATION OF CONSUMER ENGAGEMENT STRATEGIES." International Journal of Management & Entrepreneurship Research 6, no. 3 (2024): 936–49. http://dx.doi.org/10.51594/ijmer.v6i3.964.

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This paper explores the transformative potential of Artificial Intelligence (AI) in personalizing marketing strategies. It delves into the theoretical underpinnings of consumer engagement sand investigates how AI can be leveraged to develop targeted and relevant marketing experiences. AI can personalize messages based on consumer behavior and demographics, influencing the processing route and maximizing engagement. This theory explores the use of game mechanics to motivate and engage users. AI can personalize gamified marketing experiences, tailoring rewards and challenges to individual consum

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Mr., Gunjal Sunil Shivaji. "Personalized Marketing Strategies and Their Effect on Online Sales." International Journal of Advance and Applied Research S6, no. 22 (2025): 716–18. https://doi.org/10.5281/zenodo.15532935.

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<em>This research paper explores the impact of personalized marketing strategies on online sales. With the rise of artificial intelligence, big data, and machine learning, businesses are increasingly leveraging personalized marketing to enhance customer engagement and drive conversions. This paper examines the effectiveness of various personalization techniques, such as recommendation engines, email marketing, targeted advertisements, and dynamic pricing. Furthermore, it discusses the challenges and ethical concerns associated with data privacy and consumer trust. The findings suggest that whi

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Sharma, Vikas. "The Power of Personalized Marketing: How Tailored Strategies Influence Consumer Engagement." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50127.

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ABSTRACT This research project focuses on examining the impact of personalized marketing strategies on consumer engagement in the digital age. As technology continues to evolve, businesses are increasingly relying on tools such as Artificial Intelligence (AI), big data analytics, and real-time user behavior tracking to deliver marketing messages tailored to individual customer preferences. These personalized marketing efforts—ranging from targeted advertisements and customized email campaigns to individualized product recommendations—aim to create more meaningful interactions between brands an

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Dubey, Harsh. "The Power of Personalized Marketing: How Tailored Strategies Influence Consumer Engagement." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50270.

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ABSTRACT This research project focuses on examining the impact of personalized marketing strategies on consumer engagement in the digital age. As technology continues to evolve, businesses are increasingly relying on tools such as Artificial Intelligence (AI), big data analytics, and real-time user behavior tracking to deliver marketing messages tailored to individual customer preferences. These personalized marketing efforts—ranging from targeted advertisements and customized email campaigns to individualized product recommendations—aim to create more meaningful interactions between brands an

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Na, Im Ha, Yoo In Jae, and Park In Hwa. "Personalized Digital Marketing Strategies: A Data-Driven Approach Using Marketing Analytics." Journal of Management and Informatics 4, no. 1 (2025): 668–86. https://doi.org/10.51903/jmi.v4i1.149.

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The rapid development of digital technology has transformed marketing strategies, enabling companies to leverage big data analytics to enhance personalized marketing approaches. With the increasing volume of customer interaction data collected from various digital platforms, businesses can now gain deeper insights into consumer preferences and behaviors. This study aims to analyze the impact of big data analytics on personalized digital marketing and evaluate the role of data visualization in improving decision-making processes. The research employs an exploratory approach by analyzing seconda

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Susanti, Leni. "Product Marketing Strategy Using Digital Marketing Technology." Journal of Social Science and Business Studies 3, no. 1 (2025): 386–91. https://doi.org/10.61487/jssbs.v3i1.128.

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The rapid evolution of digital marketing technologies has transformed the landscape of product marketing, enabling businesses to reach broader audiences and deliver personalized experiences. This paper explores effective product marketing strategies using digital marketing tools and technologies, focusing on their impact on customer engagement, brand awareness, and sales performance. Key strategies include leveraging social media platforms, search engine optimization (SEO), content marketing, and data-driven analytics to enhance campaign effectiveness. Integrating artificial intelligence (AI)

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Pathak, Sujal. "The Power of Personalized Marketing: How Tailored Strategies Influence Consumer Engagement." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50263.

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Abstract In the digital age, consumers expect tailored experiences that align with their interests and preferences. Personalized marketing—a strategy leveraging consumer data to deliver relevant content—has emerged as a crucial tool for enhancing engagement. This study investigates the impact of personalized marketing on consumer behavior through a mixed-method approach. Survey responses from 100 Indian consumers and insights from interviews with marketing professionals reveal that personalized strategies significantly increase consumer engagement, trust, and purchase intent. However, privacy

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Du, Runping, and Qingxiao Du. "The Future of Marketing: Harnessing Digital Transformation, AI, and Big Data for Personalized Strategies and Consumer Insights." International Journal of Global Economics and Management 6, no. 3 (2025): 19–23. https://doi.org/10.62051/ijgem.v6n3.04.

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This essay explores the significant impact of digital transformation on marketing strategies over the next decade. As digital technologies, including artificial intelligence (AI), big data analytics, and machine learning, continue to evolve, businesses are increasingly able to personalize marketing messages and improve customer engagement. The use of AI enables marketers to predict consumer behaviors and trends, optimizing advertising campaigns and product offerings. Big data analytics plays a crucial role in understanding customer preferences and behaviors, allowing for more targeted and data

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V, Prashaanth. "Marketing Strategies used by the Fashion Industry in the Digital Age." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem31669.

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In today's digital age, the fashion industry adapts to evolving consumer preferences through strategic marketing approaches. Social media platforms like Instagram, Facebook, and TikTok are pivotal in reaching a wider audience and fostering personalized engagement. Collaborating with influencers and using e-commerce platforms, brands enhance their visibility and cater to the growing trend of online shopping, especially via mobile devices. They invest in user-friendly websites and apps, employing data analytics and AI for personalized marketing. Content marketing plays a crucial role in brand bu

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Fang, Ziyue. "Analysis of Personalized Marketing Strategy: A Case Study of Xiaohongshu in China." Advances in Economics, Management and Political Sciences 102, no. 1 (2024): 94–102. http://dx.doi.org/10.54254/2754-1169/102/2024ed0101.

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This paper analyzes the personalized marketing methods of Xiaohongshu and demonstrates their benefits through successful case studies of Pizza Hut and Under Armour (UA). The study begins with an introduction to Xiaohongshu and its development history, highlighting its unique role in digital marketing. Following this, the paper provides an in-depth analysis of personalized marketing campaigns by Pizza Hut and UA on Xiaohongshu, showcasing how the platforms advanced algorithms and user-centric strategies enhance brand visibility, user engagement, and customer loyalty. The research reveals specif

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Duan, Ziqi. "Data-Driven Personalized Marketing in E-commerce: Practical Applications." Advances in Economics, Management and Political Sciences 102, no. 1 (2024): 79–86. http://dx.doi.org/10.54254/2754-1169/102/2024ed0103.

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Data-driven personalized marketing is crucial for enhancing user experience and increasing sales in e-commerce. This paper explores the practical applications of personalized marketing, focusing on algorithms, user behavior analysis, and associated risks. Also, the paper illustrates how data-driven personalized marketing is implemented and its impact on user engagement and sales. The collection and processing of large amounts of user data are essential for personalized marketing strategies. Various algorithms, including collaborative filtering and deep learning, are employed for personalized r

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Dubey, Harsh. "The Power of Personalized Marketing: How Tailored Strategies Influence Consumer Engagement." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50120.

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Abstract In today’s world, customers don’t want to be treated like just another number. Personalized marketing has changed the game by allowing brands to create messages and offers that fit each person’s unique interests and needs. This study looks at how these personalized marketing strategies actually influence how customers engage with brands, from noticing the message to becoming loyal buyers. First, the study explains what personalized marketing really means and how it’s different from old-school marketing that sends the same message to everyone. Thanks to new technology like data analyti

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Rimpy, Chhabra, Manchanda Muskan, and Manchanda Kashish. "Digital Transformation in Marketing: Strategies, Challenges, and Future Trends." International Journal of Engineering and Management Research 15, no. 2 (2025): 213–18. https://doi.org/10.5281/zenodo.15515996.

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Digital transformation has revolutionized marketing, redefining how businesses engage with consumers. The shift from traditional marketing to digital strategies has been driven by technological advancements, data analytics, artificial intelligence, and automation. This paper explores the impact of digital transformation on marketing, examining key trends, challenges, and future directions. Through a review of literature and empirical data, the study highlights the role of digital tools, social media, and personalized marketing in enhancing customer experience and business growth.

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Chaikovska, Maryna, and Maksym Chaikovskyi. "STRATEGIES FOR IMPLEMENTATION OF AFFILIATE-PROJECTS IN MARKETING ACTIVITY." Scientific Journal of Polonia University 27, no. 2 (2018): 18–25. http://dx.doi.org/10.23856/2702.

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The article deals with the problematic aspects of the transforming forms and methods of marketing activity; new opportunities for the implementation of global network multichannel personalized interactions in the virtual environment; the peculiarities of the determinants of modern inter-organizational interactions; the personalized approach to the formation of effective partner networks within the framework of the company's overall marketing strategy.

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Gold Nmesoma Okorie, Zainab Efe Egieya, Uneku Ikwue, et al. "LEVERAGING BIG DATA FOR PERSONALIZED MARKETING CAMPAIGNS: A REVIEW." International Journal of Management & Entrepreneurship Research 6, no. 1 (2024): 216–42. http://dx.doi.org/10.51594/ijmer.v6i1.778.

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The burgeoning field of big data analytics has revolutionized the landscape of marketing, offering unprecedented opportunities for personalized marketing campaigns. This review aims to synthesize the current state of knowledge on leveraging big data for personalized marketing, elucidating the objectives, methodologies, key findings, and conclusions drawn from recent research in this domain. The primary objective of this review is to explore how big data analytics can be effectively utilized to tailor marketing strategies to individual consumer preferences, behaviors, and patterns. Methodologic

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Jiayue, Gao, Hu Ruiqianyu, and Xiong Hongbin. "Analysis of Differentiated Marketing Strategies." Global Academic Frontiers 3, no. 2 (2025): 218–24. https://doi.org/10.5281/zenodo.15583391.

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This article systematically expounds the basic theory of marketing strategy and deeply analyzes the connotation and implementation points of differentiated marketing strategy. In the context of increasingly fierce market competition, enterprises need to accurately position customer needs and develop personalized market strategies in order to gain unique competitive advantages. This study verified the application effect and profit potential of differentiated marketing strategies in different industries through multiple business case analyses, revealing their significant effectiveness in enhanci

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Wild Ali, Mofeed Mahmoud, and Jaime Ortega-Gutierrez. "Digital Marketing: Strategies, Challenges, and Opportunities in the Digital Technology." Global Journal of Economic and Business 15, no. 1 (2025): 40–52. https://doi.org/10.31559/gjeb2025.15.1.3.

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Objectives: This study aims to explore digital marketing strategies, focusing on the integration of various digital tools, including social media, search engine optimization (SEO), content marketing, and data analytics. It also seeks to understand the challenges marketers face in the digital landscape, such as data privacy issues, constantly changing algorithms, and the need to adapt to new technologies. Methods: An analytical approach was employed to review modern digital tools and strategies, assessing the challenges faced by marketers through an examination of previous literature and reliab

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Luo, Zhonglin, and Sheng Zheng. "Analysis on Nikes Marketing Strategies Based on 4C Theory." Advances in Economics, Management and Political Sciences 36, no. 1 (2023): 174–79. http://dx.doi.org/10.54254/2754-1169/36/20231808.

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In today's market and social environment, many brands are facing many marketing problems and areas for improvement. The research focuses on Nike as a brand to explore and study its points and flaws in marketing. This paper analyzes Nike's marketing strategy through the 4Cs theory and discusses its personalized marketing, social media marketing and branding marketing. The study shows that Nike pays attention to consumers' needs and devotes itself to providing consumers with personalized and customized products and services to meet their individual needs. At the same time, Nike actively uses soc

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Sudirjo, Frans, Chevy Herli Sumerli A., Wendy Souisa, and Arnes Yuli Vandika. "The Influence of Influencer Collaboration, Augmented Reality Marketing, and Personalized Recommendations on Consumer Purchasing Decisions in the Beauty Industry in Indonesia." West Science Social and Humanities Studies 2, no. 05 (2024): 787–98. http://dx.doi.org/10.58812/wsshs.v2i05.905.

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This study investigates the influence of influencer collaboration, augmented reality marketing, and personalized recommendations on consumer purchasing decisions in the beauty industry in Indonesia. A quantitative analysis was conducted based on survey data collected from 170 Indonesian consumers. The findings reveal significant positive relationships between influencer collaboration, augmented reality marketing, personalized recommendations, and consumer purchasing decisions. Influencer collaboration, augmented reality marketing, and personalized recommendations emerged as critical drivers of

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Ma, Weiran. "Personalized Marketing's Role in Shaping Consumer Confidence in Privacy Security within the Sales Sector." Highlights in Business, Economics and Management 39 (August 8, 2024): 467–75. http://dx.doi.org/10.54097/ckpzar06.

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The impact of personalized marketing strategies on consumer privacy and information security evolved in the sales industry in the era of big data has increasingly become an issue that cannot be ignored in the development process of enterprises in the sales industry. Based on the sales industry, this paper selects consumer trust and consumer participation as mediating variables to study the influence of personalized marketing strategies in the sales industry on consumer confidence in privacy information security. The results of the study show that personalized marketing strategies in the sales

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Tarifi, Nabil, and Reem Bakhsh. "The Effectiveness of Personalized Marketing Strategies on Consumer Engagement and Loyalty (Evidence from KSA)." International Journal of Research and Studies Publishing 5, no. 56 (2024): 283–302. http://dx.doi.org/10.52133/ijrsp.v5.56.11.

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Nowadays, more than ever, there are global as well as local companies with only web sales. To mention a few: Google, Amazon, Ali Express and more. With a growing digital landscape and a tech-savvy population, companies in Saudi Arabia are increasingly adopting personalized marketing approaches to cater to individual preferences, cultural nuances, and consumer behaviors. This research utilizes both secondary data and primary data as data collection tools in terms of theoretical framework of literature review and an online survey questionnaire with a combination of Likert-scale options. The targ

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S, Gautham, and Dr Shalini Rao. "The Impact of Artificial Intelligence on Personalized Marketing." International Journal for Research in Applied Science and Engineering Technology 12, no. 4 (2024): 4396–402. http://dx.doi.org/10.22214/ijraset.2024.60854.

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Abstract: Artificial intelligence (AI) has become increasingly prevalent in various industries, revolutionizing traditional practices and introducing novel approaches. One such domain significantly influenced by AI is marketing, particularly in the realm of personalized marketing. Personalized marketing aims to tailor promotional efforts to individual consumers based on their preferences, behaviours, and demographics. The integration of AI technologies in personalized marketing strategies has promised to enhance targeting accuracy, improve customer engagement, and ultimately drive higher conve

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Li, Meiyang. "Research on Marketing Automation for Brand Personalized Communication: Applications and Challenges." Studies in Social Science & Humanities 3, no. 12 (2024): 34–41. https://doi.org/10.56397/sssh.2024.12.06.

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This study aims to explore the application of marketing automation technology in brand personalized communication and the challenges it faces. With the continuous development of digital marketing, marketing automation has become an important tool for brands to establish personalized connections with consumers. This paper first reviews the literature on marketing automation and personalized communication, then analyzes how marketing automation achieves personalized content customization and dissemination through the collection and analysis of consumer data. Subsequently, the paper assesses the

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Rochefort, Thomas, and Zinhle Ndlovu. "Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era." Startupreneur Business Digital (SABDA Journal) 3, no. 2 (2024): 107–14. http://dx.doi.org/10.33050/sabda.v3i2.539.

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In today’s digital era, businesses are increasingly adopting digital marketing strategies to enhance brand awareness and foster customer loyalty. As online interactions grow, companies must adapt their marketing efforts to stay compet- itive and engage effectively with consumers. This research employs a mixed- method approach, using both qualitative and quantitative data from case studies of successful companies that have implemented digital marketing strategies. The study examines the role of social media, content marketing, and personalized communication in building brand awareness and loyal

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Mr., Swagat Arun Randhir. "Retail Marketing: Strategies, Trends, and Consumer Behavior." International Journal of Advance and Applied Research S6, no. 22 (2025): 713–15. https://doi.org/10.5281/zenodo.15532924.

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<em>Retail marketing plays a crucial role in the success of businesses by influencing consumer purchasing behavior and driving sales. This paper explores key retail marketing strategies, recent trends, and consumer behavior insights that shape the retail landscape. It also examines the impact of digital transformation, omnichannel retailing, and personalized marketing on consumer engagement and business growth. Furthermore, it discusses challenges retailers face in implementing effective marketing strategies and potential future directions in the field.</em>

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Nkatekho, Anna. "Leveraging Big Data Analytics for Personalized Marketing Strategies in the Hospitality Sector." Journal of Modern Hospitality 3, no. 1 (2024): 15–26. http://dx.doi.org/10.47941/jmh.1951.

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Purpose: This study sought to understand leveraging big data analytics for personalized marketing strategies in the hospitality sector. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and st

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Yeni, Yeni, Damaris Y. Koli, Rudy Irwansyah, and Alya Elita Sjioen. "STRATEGI PEMASARAN PERSONALIZED RECOMMENDATION DALAM MENINGKATKAN RETENSI PELANGGAN." JURNAL LENTERA BISNIS 14, no. 2 (2025): 1722–35. https://doi.org/10.34127/jrlab.v14i2.1527.

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The purpose of this study is to determine the effectiveness of personalized recommendation marketing strategies in increasing customer retention. This research approach collects data through literature studies, which involve reading literature from various sources including books, articles, journals, and reports using qualitative and deductive approaches. The findings in this study are that personalized recommendation marketing strategies have proven effective in increasing customer retention. By using email marketing, website personalization, mobile applications, e-commerce and marketplaces,

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Liu, Qing, Hao Wan, and Hongfang Yu. "Application and Influence of Big data Analysis in Marketing Strategy." Frontiers in Business, Economics and Management 9, no. 3 (2023): 168–71. http://dx.doi.org/10.54097/fbem.v9i3.9580.

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This paper aims to study the application and impact of Big data analysis in marketing strategies. Through comprehensive literature review and empirical research, this paper discusses the potential value and actual effect of Big data analysis on marketing decisions. The study found that Big data analysis can provide accurate and comprehensive market insight, help enterprises better understand consumer needs and Market trend, and thus develop personalized and accurate marketing strategies. The impact of Big data analysis on marketing strategy is mainly reflected in the improvement of consumer in

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Johnson, Samuel. "The Effectiveness Of Personalized Advertising Strategies In Improving Customer Engagement And Conversions In Liberia." IOSR Journal of Business and Management 26, no. 12 (2024): 09–18. https://doi.org/10.9790/487x-2612060918.

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The paper aims at examining the effectiveness of personalized advertisements in engaging the Liberian consumers and converting them into customers due to the increasing trendiness of Digital Advertising in Liberia. This paper explores how personalized adverting is functionality help in developing deep and values consumer-brand relationship but on a flip side they raise issues to do with privacy and protection of information. Our study results concluded that personalized ads strategies had a significant positive relationship with customer conversion in Liberia. Also, personalized ads strategies

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Ma, Yinye. "Research on Personalized Marketing Strategy of Financial Products Based on Big Data." SHS Web of Conferences 200 (2024): 01014. http://dx.doi.org/10.1051/shsconf/202420001014.

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With the rapid development of information technology, big data has become one of the most important tools for personalized marketing in the financial industry. Based on big data analysis, this study investigates the practice and impact of personalized marketing strategies for financial products in the current economic environment. Financial institutions can create customer portraits and tailored products and services by gathering and studying data on consumers' buying patterns, behavioral preferences, social circles, and interactive feedback. Using various methods, including case studies, in-d

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PRAKASH,, Dr M., Mr ABHINAV. B, and Mr NISHANTH. V. "A STUDY OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING WITH REFERENCE TO RECENT TRENDS IN AMAZON." International Scientific Journal of Engineering and Management 04, no. 03 (2025): 1–7. https://doi.org/10.55041/isjem02509.

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The advent of Artificial Intelligence (AI) has revolutionized the digital marketing landscape, enabling businesses to personalize customer experiences, optimize marketing strategies, and enhance consumer engagement. This study examines the role of AI in digital marketing, with a specific focus on recent trends in Amazon. A mixed-methods approach was employed, combining secondary data from Amazon's annual reports and industry reports with primary data from surveys and interviews with Amazon marketers. The findings reveal that AI-powered digital marketing strategies, such as personalized product

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Vaidheeswaran,, Dr S. "Exploring The Dynamics of Personalized Marketing: Consumer Perception and Behavioral Impact." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 05 (2025): 1–9. https://doi.org/10.55041/ijsrem49282.

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ABSTRACT In the current economy, businesses are continuously exploring innovative methods to engage and influence their target audiences, with personalized marketing emerging as a key strategy. This study explores the effectiveness of personalized marketing channels and advertisements on purchase decisions and shopping experiences, investigate factors influencing consumer preferences, and evaluate the impact of personalized advertising on purchase frequency.Utilizing a comprehensive research methodology, including a survey of 108 respondents, the findings reveal that social media, mobile apps,

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Thakur, Chaman. "How AI can be used in Personalized Marketing." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45022.

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ABSTRACT The focus of this abstract is to establish the possibility and applicability of AI in enhancing and transforming conventional approaches to achieving better and effective customer segmentation for marketing propose; thus boosting firm’s performance. As the strength of big data in market segmentation, as well as the rising levels of competition intensify, personalization becomes a critical pillar within customer-focused strategies. When one talks of consumerism, AI contributes towards insight of big data about consumers, exceeding expectations and satisfying needs of the consumer. The

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Alzoubi, Haitham M., Beenish Shameem, Saleem Mushtaq, Barween Al Kurdi, Shanmugan Joghee, and Samer Hamadneh. "Unveiling the Role of Artificial Intelligence: Navigating Personalized Content Marketing, Customer Engagement, and Commitment with Data Transparency and Security." International Review of Management and Marketing 15, no. 2 (2025): 343–55. https://doi.org/10.32479/irmm.18499.

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This empirical and quantitative study delves into the complex interplay between personalized content marketing, customer engagement, artificial intelligence (AI), data transparency, security, and customer commitment in the healthcare sector. With the proliferation of digital technologies, organizations are increasingly turning to personalized content marketing strategies to enhance customer engagement and foster long-term commitment. This study investigates how AI serves as a mediator between the relationship of personalized content marketing and customer engagement, ultimately impacting custo

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Kumar, Bhaskar. "Using Machine Learning for Personalized Marketing Strategies in Digital Platforms." International Journal of Scientific Research and Engineering Trends 11, no. 2 (2025): 2071–75. https://doi.org/10.61137/ijsret.vol.11.issue2.396.

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Syaharuddin, Nur Fitri Hidayanti, Dedy Iswanto, and Nurul Hidayati Indra Ningsih. "Artificial Intelligence in Personalized Marketing: Strategies for Enhancing Consumer Engagement." Advance Sustainable Science Engineering and Technology 7, no. 2 (2025): 02502014. https://doi.org/10.26877/df5dwp69.

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This study examines the use of artificial intelligence (AI) in personalized marketing to boost consumer engagement. Using a systematic literature review from Scopus, DOAJ, and Google Scholar, it finds that AI helps predict consumer behavior, optimize communication, and deliver real-time adaptive content. These capabilities enhance customer satisfaction and loyalty. However, challenges such as data privacy, ethical concerns, and the need for human oversight remain. The study recommends investing in AI-driven analytics, automation, and dynamic content strategies to improve customer experience an

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Isnaini, Santi, and Afif Ikhwanul Muslimin. "The Role of AI in Enhancing Marketing Communication: Implications for Policy and Development in Indonesian Higher Education." Studies in Media and Communication 12, no. 4 (2024): 10. http://dx.doi.org/10.11114/smc.v12i4.7013.

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This research delves into the transformative impact of Artificial Intelligence (AI) on marketing communication within the Indonesian higher education sector. By adopting advanced AI technologies like machine learning algorithms, universities aim to enhance customer engagement, understand student behavior, and personalize marketing strategies. The study combines quantitative data, showcasing the extent of AI adoption and its outcomes, with qualitative insights to highlight the effectiveness of AI in improving key marketing metrics. Post-AI integration, there were significant increases in studen

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Naveed Rafaqat Ahmad. "Digital Marketing Strategies and Consumer Engagement: A Comparative Study of Traditional vs. E-Commerce Brands." Critical Review of Social Sciences Studies 3, no. 1 (2025): 1537–48. https://doi.org/10.59075/t8pba787.

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This research article explores and compares digital marketing strategies and consumer engagement between traditional and e-commerce brands. It examines how each type of brand leverages online platforms, social media, and content marketing to connect with consumers, build brand loyalty, and drive sales. It highlights the challenges faced by the traditional brands while transitioning to digital spaces, as well as the strategies employed by e-commerce business that are initially digitally equipped. The qualitative methodology is utilized to gather the data while employing the techniques like inte

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Adi, Susilo, Rachmat Setyawan, and Tantik Sumarlin. "The Influence of Digital Marketing Strategies on Brand Loyalty: A Cross-Cultural Study Using A/B Testing." Journal of Management and Informatics 3, no. 3 (2025): 414–33. https://doi.org/10.51903/jmi.v3i3.51.

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This study examines the effect of personalization-based digital marketing strategies on brand loyalty within cross-cultural contexts, employing A/B testing and multivariate analysis methods. The research is motivated by the critical role of digital marketing in fostering consumer relationships and the challenges of understanding cultural differences that influence consumer responses to marketing strategies. The primary objective of the study is to analyze how cultural dimensions moderate the effectiveness of personalized marketing content in enhancing brand loyalty. The study was conducted thr

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Zhang, Minqiang, and Linlin Wu. "Sales Forecasting and Data-Driven Marketing Strategies for E-Commerce Platforms Using XGBoost." International Journal of Intelligent Information Technologies 21, no. 1 (2025): 1–21. https://doi.org/10.4018/ijiit.382563.

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Traditional e-sales forecasting models for e-commerce platforms face challenges such as handling complex nonlinear data relationships, a lack of personalized marketing strategies, and low utilization of real-time data, resulting in poor forecasting accuracy. To address these issues, this paper explores a machine learning–based approach to sales forecasting, with the aim of improving forecast accuracy and enabling personalized marketing plans. The study uses a public dataset from an e-commerce sales forecasting challenge, performs data preprocessing, and removes outliers and missing values. An

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Satyam, Pawar1* Pritam Salokhe2 Nilesh Chougule3. "Strategies And Challenges In Pharmaceutical Marketing." International Journal in Pharmaceutical Sciences 2, no. 7 (2024): 1–12. https://doi.org/10.5281/zenodo.12602423.

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The pharmaceutical industry is experiencing rapid transformations in response to dynamic market conditions, technological advancements, and evolving regulatory landscapes.explores the key strategies employed by pharmaceutical companies in their marketing efforts and the challenges they encounter in this ever-changing environment.Effective pharmaceutical marketing goes beyond traditional approaches, encompassing digital channels, social media, and targeted outreach to healthcare professionals. Companies are adapting to the shifting dynamics of patient engagement, focusing on personalized medici

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Sruthiya V N and Aswani Sasikumar. "CONSUMER PERCEPTION AND APP LOYALTY THROUGH PERSONALIZED PUSH NOTIFICATIONS." International Journal of Research in Commerce and Management Studies 07, no. 02 (2025): 16–25. https://doi.org/10.38193/ijrcms.2025.7202.

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Research explores the influence of personalized push notifications on perception and app loyalty in the context of online shopping. With the rise of digital marketing, personalized notifications have emerged as a critical tool for enhancing user engagement and driving purchase decisions. The consumers aged 18 to 25 were the subjects of the study and reveals that most of the participants receive personalized notifications, primarily from shopping apps like Amazon. Findings indicate that users perceive these notifications as highly relevant, positively influencing their shopping experiences. How

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Liu, Xiaowei. "Application of Consumer Behavior Analysis in Marketing Strategies." Transactions on Economics, Business and Management Research 7 (June 5, 2024): 49–54. http://dx.doi.org/10.62051/agq2kp62.

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With the rapid development of digitalization, consumer behavior is becoming increasingly complex, with choices becoming more diverse and demands more personalized and intricate. This presents both new opportunities and challenges for businesses' marketing strategies. In such an environment, the importance of consumer behavior analysis is gradually highlighted. In-depth research into various stages of consumer decision-making enables insight into consumers' psychology, needs, and preferences. From the initial awareness stage to information gathering, evaluation, selection, purchase decision, an

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Kaur, Ravneet, Rajesh Singh, Anita Gehlot, Neeraj Priyadarshi, and Bhekisipho Twala. "Marketing Strategies 4.0: Recent Trends and Technologies in Marketing." Sustainability 14, no. 24 (2022): 16356. http://dx.doi.org/10.3390/su142416356.

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Industry 4.0 technologies have transformed the traditional methods of various study areas, using digitalization to fulfill sustainability and introduce innovative infrastructure. In the present era, every organization requires a distinct marketing strategy in order to meet customer and market demands in the form of products and services. Customer satisfaction, customer retention, customer behavior, customer profiling, and rewards systems are key parameters in the effective implementation of an organization’s marketing strategy for achieving better productivity. There are limited studies that h

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L.K., JEYASHREE, and INDUNATHI .G. "NEURO-MARKETING: UNDERSTANDING CONSUMER BEHAVIOR FOR EFFECTIVE MARKETING STRATEGIES." International Scientific Journal of Engineering and Management 04, no. 04 (2025): 1–7. https://doi.org/10.55041/isjem02736.

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Neuro-marketing is an emerging field that blends insights from neuroscience with marketing strategies to better understand how consumers make decisions. Unlike traditional market research methods that rely on surveys and focus groups, neuro-marketing goes deeper by studying how the brain reacts to various marketing stimuli, such as advertisements, products, and brand logos. Using advanced technologies like brain imaging, eye-tracking, and biometric measurements, neuro-marketing tracks unconscious emotional and cognitive responses, providing a clearer picture of why consumers prefer certain pro

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