Abstract
This is a period which are bound to a lot of changes driven by digitization, information and communication technology, artificial intelligence, machine learning in the field of marketing. Traditional marketing is shifting to digital marketing enabled with the help of AI and machine learning. Customer consuming behaviour has changed from traditional in-store shopping to online shopping which has increased the need for digital marketing. Marketing Intelligent Approach is a cutting edge for marketing management support system to deal with knowledge by machine learning and other soft computing techniques. The range of potential applications of machine learning techniques in marketing management are consumer behavior, optimization of product market structure, managing the market mix, strategic marketing, finance domain etc. Describes the synergy between marketing and intelligent systems, especially machine learning techniques. Interactive promotion is a matching field for marketing; where intelligent systems can be applied. The above description suggests us that marketing is a multifaceted field of decision making. Marketing decision is a combination of judgments and analysis which involves a huge degree of intuition in which knowledge and expertise are required to take decision, therefore here Artificial Intelligence (AI) can play an important role. The large volume of transaction and demographic data enables business analytics, AI, and machine learning to analyze and interpret customer behavior to improve customer satisfaction and enhance sales and hence profit. For example, predictive analytics uses different combination to predict the relationship between results and variables and to identify data patterns . Marketers use various techniques to analyze the data trends in order to perfectly predict customer consumption preferences. Therefore now With the help of AI and , marketers can now automated and a simpler method for the pattern searching and identify different processes to enable personalized and one-to-one digital marketing to deliver individualized according to the preferences and product offerings to existing and new customers. This paper will focus on AI and machine learning effort on digital marketing and customer behavior. And will examine how marketers are improving on the capabilities of AI and machine learning to ascertain the customer behaviour and improve their sales by offering one-to-one digital marketing, and increase customer satisfaction. Studying the impact of AI and machine learning on digital marketing and customer behavior is of great significance to the marketing and sales industry.
Keywords: Digital marketing, consumer behavior, artificial intelligence, increase sales
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