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In the recent past, Online Marketing applications have been a focus of research. But still there are enormous challenges on the accuracy and authenticity of the content posted through social media. And if the social media business platforms are considered, majority of the users who try to add a market value to their own product face the problem of...
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... Now-a-days as most of the people are using social media, ordering clothes online, ordering food online etc., and on the other hand we can also see newly emerging businesses which strive to provide best quality products to its customers. But all these businesses fail to reach their target audience due to lack of knowledge about social media marketing [1,7]. This is because social media is vast and also dynamic. ...
... The analysis phase in [1] was focused on gathering information about the existing systems and analyzing the weaknesses and strengths of the respective systems which lead to the concept of developing the new system. Requirements of the new system were clearly understood during the analysis phase. ...
In the recent past, Online Marketing applications have been a focus of research. Now-a-days we can observe a rapid growth of users on social media platforms which makes these platforms more suitable for Online Marketing. But still there are enormous challenges on the accuracy and authenticity of the content posted through social media. And if the social media business platforms are considered, majority of the users who try to add a market value to their own product face the problem of not getting enough attention from their target audience. Hashtags are super useful, not only do they help users find their desired product, they also help businesses reach their target audience. This paper focuses on providing trending hashtags for businesses to increase their reach in the market and also help users find their desired product. Firstly Data collection and preprocessing is done next few pre-trained model are selected for performing transfer learning, comparing results of various pre-trained models and choosing the best one and get the trending hashtags
... A large amount of work has focused on performance in communication strategies. Typical performance measures are set around content quality, conversion, and click-through optimization (Abeywardana et al. 2018;Jaidka, Goyal, and Chhaya 2018). Therefore, performance management in digital communication channels is an important stream in marketing-related ML research. ...
Discussions around artificial intelligence (AI) and machine learning (ML) have gained increasing prominence in marketing theory and practice. Therefore, the current state of marketing research with respect to AI and ML is rich with ideas. Unfortunately, this research stream has a weak structure, and a systematic review of extant literature in the research field is missing. To fill this gap, this paper aims to answer the following two research questions: (1) How is the body of knowledge structured with respect to the application of ML in marketing research? and (2) Which ML concepts and typical marketing topics are considered in current research? To answer these questions, we undertook a systematic review of existing literature by applying ML (text mining) on around 900 articles. The results uncovered important insights into the structure and orientation of current research on ML in the marketing discipline, which in turn can contribute to future research projects and guide marketing practitioners in this important area of research.
... ML models are developed to predict the degree of visibility of corporate websites [19]. A trending hashtag generating application for social media business users is developed using ML and other approaches, generating trending and relevant hashtags for user content in order to get a broad reach of target audience [20]. A methodology using ML to accurately detect the marketing and sale of opioids by illicit online sellers via Twitter has been developed and deployed [21]. ...
Exponential technological expansion creates opportunities for competitive advantage by applying new data-oriented approaches to digital marketing practices. Machine learning (ML) can predict future developments and support decision-making by extracting insights from large amounts of generated data. This functionality greatly impacts and streamlines the strategic decision-making process of organizations. The research gap analysis revealed that little is known about marketers’ attitude towards, and knowledge about, ML tools and their adoption and utilization to support strategic and operational management. The research presented here focuses on the selection and adoption of ML-driven analytical tools by three distinct groups, namely marketing agencies, media companies, and advertisers. Qualitative and quantitative research was conducted, on a sample of these organizations operating in Slovakia. The findings highlight 1) the important role of intelligent analytical tools in the creation and deployment of marketing strategies, 2) the lack of knowledge about emerging technologies such as ML and artificial intelligence (AI), 3) the potential application of ML tools in marketing, as well as 4) the low level of adoption and utilization of ML-driven analytical tools in marketing management. A framework consisting of enablers and a process map was developed to help organizations identify the opportunities and successfully execute projects oriented towards the deployment and adoption of analytical ML tools in digital marketing.
The marketing world is a dynamic and constantly changing environment that never stagnates. The purpose of this paper is to decide, based on the analysis of presented issue, how important is global marketing strategy for communication with customers. Presented paper consists of four parts, the first part of paper focuses on theoretical aspects of global content marketing. The second part focuses on methods of data collection that are needed to perform analysis and it is also the base for the fourth part of paper. The third part of paper focuses on the results of analysis, which used Spss program and discussions. In the results and discussion section, we used t-test of the mean values of the two dependent variables. The fourth part consists of conclusion, most appropriate ways and recommendations for development of global marketing strategy in the global market. The result of this paper is comprehensive overview of how global content marketing strategy can be used to influence user interests and how important is in communication with customers. It uses methods of statistical analysis, comparative methods and also synthesis and other methods of formal logic
