Adaptive Strategies in Online Marketing Using Machine Learning Techniques

Abstract

ML has gained such rapid momentum that it has now drastically shifted the strategies for online marketing toward a much more personal, efficient, and data-driven approach. In this chapter, some of the new processes of machine learning are discussed, which make online marketing more effective, with a view to major developments in areas like automated content creation, predictive analytics, and real-time customer segmentation. Armed with deep learning algorithms and natural language processing, marketers can know much more about consumer behavior to enable them to optimize ad targeting and drive better campaign outcomes. In that respect, reinforcement learning embedded in marketing automation will help drive adaptive strategies responsive to real-time data. The new chapter examines how fast-emerging trends like generative AI are changing content personalization and user engagement. These innovations, all taken together, help fine-tune strategies for marketers to eventually deliver an experience that is more relevant and impactful while maximizing their ROI.