Digital Marketing Reference

Marketing has evolved over the past few decades from isolated and siloed analogue channels to a number of interconnected digital and data-driven platforms and touch-points that aid in customer understanding, connection, and nurturing through the sales and marketing funnel with personalized messaging at pertinent touch- points. Today , digital marketing has become a key driving force behind many businesses' marketing strategy and is increasingly being augmented by AI, which we previously touched on in the scope of artificial intelligence (AI) in digital marketing. AI may be used in marketing in a variety of ways, as was previously discussed, such as recommendation systems that offer curated recommendations based on a customer's past search and purchase behavior or similarity to other customers, or predictive analytics which can be used to anticipate actions such as purchase or churn likelihood, to help marketers improve the customer experience, retain customers and secure sales.