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Title:
Učinek umetne inteligence na digitalni marketing
Authors:
ID
Belec, Laura
(Author)
ID
Sternad Zabukovšek, Simona
(Mentor)
More about this mentor...
Files:
UN_Belec_Laura_2023.pdf
(1,20 MB)
MD5: B02FE6A112B83CA313BC07F0E19590C0
Language:
Slovenian
Work type:
Bachelor thesis/paper
Typology:
2.11 - Undergraduate Thesis
Organization:
EPF - Faculty of Business and Economics
Abstract:
Uspešno vodena prisotnost na internetu je za podjetja ključna. Digitalni marketing obsega procese, ki zajemajo vse možne digitalne kanale za promocijo izdelkov ali storitev ter hkrati služi kot orodje za upravljanje odnosov s strankami. Umetna inteligenca v svojem bistvu ustvarja računalniške programe ali stroje, ki so sposobni vedenja, ki bi ga pri ljudeh obravnavali kot inteligentnega. Tehnološki napredek je povzročil pojav velike količine podatkov na spletu, zato podjetja, če želijo ostati konkurenčna, morajo poiskati načine obdelave teh podatkov. Umetna inteligenca lahko tržnikom pomaga na nešteto načinov izboljšati odnose s strankami in posledično vpliva na boljše poslovanje podjetji. Diplomsko delo predstavlja povezavo med umetno inteligenco in digitalnim marketingom. Izpostavili in opisali smo številna orodja umetne inteligence, ki se trenutno uspešno uporabljajo v digitalnem marketingu in prinašajo pozitivne rezultate. Umetna inteligenca je globoko integrirana v področje digitalnega marketinga, saj je sposobna zbirati informacije iz različnih virov, prepoznati trende, analizirati podatke ter omogoča tržnikom, da razumejo potrebe svojih strank. Posledično je izboljšala tudi zadovoljstvo strank in samo poslovanje podjetja.
Keywords:
digitalni marketing
,
umetna inteligenca
,
klepetalni roboti
,
personalizacija
,
upravljanje odnosov s strankami
Place of publishing:
Maribor
Publisher:
L. Belec
Year of publishing:
2023
PID:
20.500.12556/DKUM-84203
UDC:
004.8:339.13
COBISS.SI-ID:
158479363
Publication date in DKUM:
11.07.2023
Views:
709
Downloads:
256
Metadata:
Categories:
EPF
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Vancouver
:
BELEC, Laura, 2023,
Učinek umetne inteligence na digitalni marketing
[online]. Bachelor’s thesis. Maribor : L. Belec. [Accessed 16 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=84203
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Licences
License:
CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:
http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:
The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:
02.05.2023
Secondary language
Language:
English
Title:
The impact of artificial intelligence on digital marketing
Abstract:
A successfully managed internet presence is essential for all businesses. Digital marketing includes methods that include all possible digital channels to promote products or services, whilst also serving as a customer relationship management tool. Artificial intelligence at its core is the creation of computer programs or machines that are capable of behaviour that would be considered intelligent in humans. Technological advances have led to the increasing volumes of large amounts of data on the internet and businesses need to find new ways of processing this data if they wish to remain competitive. Artificial intelligence can help marketers in many ways to improve customer relationships and make businesses run more successfully. This paper presents the links between artificial intelligence and digital marketing. We have outlined and presented a number of artificial intelligence tools that are currently successfully being used in digital marketing and are showing positive results. Artificial intelligence is deeply integrated into the digital marketing field, as it is able to gather information from different sources, identify trends, analyse data and allow marketers to understand the needs of their customers. As a result, it has also improved customer satisfaction and the business performance.
Keywords:
digital marketing
,
artificial intelligence
,
chatbots
,
personalisation
,
customer relationship management
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