IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-14961-0_31.html
   My bibliography  Save this book chapter

Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Billy Yu

    (Macao Polytechnic University)

Abstract

This chapter reviews recent research deploying deep learning (DL) to resolve problems in interactive marketing. It takes stock of what marketers know, how and why they do that. From an engagement marketing perspective, this chapter catalogues DL application cases in (1) customer acquisition, expansion, and retention, (2) marketing communication, and (3) product innovation. By identifying challenges from technological advancement and interactive marketing needs, it characterizes eleven issues that marketers have to deal with. They include the curse of dimensionality, complex data processing, language-image nexus, and customer privacy. This chapter elucidates the DL logic and solution techniques to correspondingly address these issues. It also introduces some technical terms for communication with data scientists. They include generative adversarial networks, transfer learning, and federated learning. A wide range of typical DL models is presented, from simple classification to sophisticated language models. Marketers have to choose from them according to their application matters. This chapter concludes that DL is indispensable to fulfilling today’s customer needs for performance and interactivity. The review shall help formulate DL projects and it can act as a handy reference for exotic marketing innovations upon new technology trends, like the Metaverse. Implications and challenges will be discussed in the ending section. Hopefully, marketers will find DL easier, for implementation or outsourcing.

Suggested Citation

  • Billy Yu, 2023. "Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 705-728, Springer.
  • Handle: RePEc:spr:sprchp:978-3-031-14961-0_31
    DOI: 10.1007/978-3-031-14961-0_31
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-14961-0_31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.