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Optimising content-based online marketing strategies through generative AI: Insights, algorithms, and future perspectives

Author

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  • Deriabina, Oksana
  • Hofmann-Stölting, Christina
  • Tuschl, Stefan

Abstract

In the past, many marketers did not pay much attention to AI, even though it has been used to address target groups, for product recommendations and optimise campaigns. However, since ChatGPT's introduction by OpenAI in November 2022, there's been a surge in interest in generative AI across the marketing sector. Tools like ChatGPT or DALL-E 3 are proving invaluable in content marketing. This article explores how genAI transforms digital marketing by automating repetitive tasks and enabling the creation of personalised, innovative content more swiftly and cost-effectively. It focuses on online marketing avenues such as email, social media, and display advertising, offering insights into the algorithms behind genAI, highlighting the symbiotic relationship between AI and online marketing for both academics and practitioners.

Suggested Citation

  • Deriabina, Oksana & Hofmann-Stölting, Christina & Tuschl, Stefan, 2024. "Optimising content-based online marketing strategies through generative AI: Insights, algorithms, and future perspectives," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 9(01/2024), pages 85-102.
    • Handle: RePEc:zbw:afmpwm:335559
    DOI: 10.15459/95451.68
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