The importance of AI in online marketing – a critical examination of the opportunities and challenges for promotional strategies 1/2

Welcome to our series of articles about current final theses of our students!

Alumna Antonia Biel wrote an outstanding bachelor thesis on “The importance of AI in online marketing – a critical examination of the opportunities and challenges for promotion strategies” as part of her bachelor studies at the Fresenius University of Applied Sciences in Cologne. The abstract is presented below. You can already look forward to the second part on 28.12.20.

“Content is King”

… that’s the famous quote from Bill Gates. In 1996, he put it in a nutshell: If you want to be successful on the Internet, you have to deliver high-quality content. In the meantime, it is becoming increasingly difficult to be noticed on the Internet due to the large number of companies doing online marketing. On the one hand, recipients suffer from information overload due to the amount of advertising; on the other hand, many perceive the communication measures as a nuisance and do not even notice them.

A new Technology: Artificial Intelligence (AI)

For this reason, companies must find new ways to attract positive attention in advertising and offer users added value. But what is the significance of Artificial Intelligence (AI) in this context? In recent years, AI has had its breakthrough in terms of the potential benefits in business applications and since then has taken on an increasingly higher status both in business and in society.

Artificial Intelligence on the rise

Today, AI is going through a new, unprecedented phase of innovation and growth, permeating everyday life at high speed. The use of AI allows companies to increasingly benefit from its potential. It is also increasingly being used in online marketing and its influence is becoming more visible. What significance does this have for companies? And to what extent can the field of promotion benefit from the use of this technology?

Classic marketing < Online marketing

The use of classic marketing is increasingly declining, while the use and importance of online marketing is steadily increasing. Consequently, companies need to have a successful online presence. AI is a game-changer technology in this regard, having a strong impact on online marketing. Due to the increasing amount of digitally available data and further developments in AI technology, the range of services will constantly expand and improve.

Summarized by Louisa Roszinski