Optimizing Marketing Campaigns With AI-Driven Insights on Mobile User Behavior

1. Introduction

Today, technology has assumed a role that affects the behavior of its users. This situation may cause customers who are dissatisfied with their shopping experience to prefer other platforms regardless of any loyalty (Özmen, 2003). This is due to the convenience of shopping regardless of time and place. Mobile devices such as smartphones, tablets and computers offer this convenience (Barutçu, 2008). Artificial intelligence (AI) tools, which are very useful for businesses, are extremely useful in identifying customer expectations and making a plan for the future. Studies show that AI-based systems can analyze customer behavior and predict their preferences (Wisetsri et al., 2021).

Artificial intelligence traces its origins back to philosophers such as Descartes and Leibniz. Although it goes back this far, the focus on artificial intelligence has been focused on in later years. The Dartmouth Conference held in 1956 was an important development point for artificial intelligence as its goals and methods began to take shape (McCarthy, 2007). With the developments, artificial intelligence enables data to be processed and interpreted more systematically. They also have the ability to adapt optimally to capture to achieve the set goals. Businesses benefit from artificial intelligence innovations by using these capabilities. In this way, they can analyze customer data and develop personalized marketing strategies for them (Kaplan and Haenlein, 2019).

Artificial intelligence can be defined as the ability of machines to imitate human intelligence and perform various tasks (Garg, 2021). The goals of AI include learning, reasoning and performing tasks. Basic concepts such as machine learning, deep learning and neural networks form the basis of artificial intelligence. These concepts contribute greatly to the advancement of fields such as data mining, natural language processing and software development (Wisetsri et al., 2021). It is argued that artificial intelligence will create a significant transformation in the field of marketing (Davenport et al., 2020).

Understanding mobile user behavior is critical for businesses. With the rapid advancement of mobile technologies, users' interactions and preferences on mobile devices have become more important. Understanding mobile user behavior enables businesses to optimize marketing strategies, improve user experience and gain competitive advantage. Technologies such as artificial intelligence and data analytics play an important role in understanding and predicting user behavior by processing large amounts of data. By better understanding users' needs, businesses can offer personalized services and increase customer satisfaction. Understanding mobile user behavior is an indispensable factor for businesses to succeed in the competitive market. In this section, information about the increase in mobile device usage and its impact on our lives will be presented and the importance of mobile user behavior and the factors affecting these factors will be discussed. Then, the role of artificial intelligence in mobile user behavior analysis and the use of artificial intelligence techniques in optimizing marketing campaigns for mobile users will be discussed.