Increasing Customer Engagement in Digital Marketing Campaigns in a Time of AI

Literature Review

Digital marketing is used to advertise products or services online and reach customers through digital platforms. It provides a new communication tactic of connecting customers and businesses globally, providing support and a high level of interaction, which significantly improves client experience with the brand (Rautela, 2021). The drastic change in advertising procedures has emerged from the rise of digital media. Individuals now have the possibility to choose from many different options as advertisers have a better understanding of their behavior and can offer exactly what they need at the right time. The control over advertising has shifted towards consumers deciding whether to engage with the ads or ignore them. To offer relevant content, advertisers are looking for the most effective ways to reach highly specific audiences through personalization. In the digital era, the new goal is to improve customer activity tracking to provide more customized solutions and achieve better engagement and conversion rates. Consequently, companies have to invest in the development of digital marketing campaigns that increase customer engagement while analyzing customer behavior and preferences (Araujo et al., 2020).