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| Format: | Recurso digital |
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Zenodo
2025
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| Online Access: | https://doi.org/10.5281/zenodo.15333893 |
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Table of Contents:
- <p>The rise of digital platforms has dramatically transformed the way businesses engage with consumers, leading to an<br>increasing demand for personalized marketing strategies. Traditional marketing methods, which often relied on broad,<br>generalized campaigns, are no longer as effective in the digital age, where consumers expect tailored experiences. Machine<br>learning (ML), a powerful subset of artificial intelligence, has emerged as a game-changer in the field of marketing. By leveraging<br>vast amounts of consumer data, ML allows businesses to predict customer behavior, segment audiences more accurately, and<br>deliver personalized content and advertisements. This paper explores how machine learning is revolutionizing personalized<br>marketing strategies on digital platforms, highlighting its applications in customer segmentation, recommendation systems,<br>predictive analytics, and customer journey optimization. Furthermore, it examines the challenges associated with implementing<br>machine learning in marketing, such as data privacy concerns and the need for high-quality data. The paper concludes by<br>discussing the future potential of machine learning in shaping the evolution of personalized marketing.</p>