The Impact of Artificial Intelligence on Enhancing Targeting in Online Marketing Campaigns
Keywords:
Artificial Intelligence, Ad Targeting, Digital Marketing, Advertising Campaigns, Machine Learning, Personalization, Marketing AutomationAbstract
This study aims to examine the impact of artificial intelligence on enhancing targeting in online marketing campaigns through the lens of digital marketing experts’ experiences. This qualitative research adopted a phenomenological approach. Data were collected through semi-structured interviews with 16 digital marketing professionals based in Tehran. Thematic analysis was conducted using NVivo software. Participants were purposefully selected, and interviews continued until theoretical saturation was reached. The results revealed four main domains in which AI enhances advertising targeting: (1) intelligent optimization of audience targeting through behavioral analysis and real-time data, (2) improved campaign efficiency through resource optimization and outcome prediction, (3) accelerated decision-making and process automation, and (4) enhanced user experience and message consistency across platforms. These themes were derived from 20 axial codes and 37 initial open codes. Artificial intelligence has the potential to transform advertising targeting into a dynamic, data-driven, and personalized process. Effective integration of AI not only improves campaign effectiveness and user engagement but also enhances customer experience and message coherence. However, its widespread use requires ethical consideration, transparent governance, and alignment with local business contexts.
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Copyright (c) 2024 Ali Ebrahimi (Author); Mahmoud Ebrahimi; Narjes Ebrahimi (Author)
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