Book Title: Intelligent Systems
Editors: Dr. S.C. Vettivel, Dr. Leema Nelson and Dr. D. Poornima
ISBN: 978-81-979197-4-9
Chapter: 12
DOI: https://doi.org/10.59646/isc12/259
Author: Anu Rekha V.P, Research Scholar, Department of Management studies, Dr. M.G.R Educational and Research Institute, Chennai, Tamil Nadu, India
Abstract
Machine learning has revolutionized marketing by enabling unprecedented levels of personalization and customer engagement. This article explores the evolution of marketing from mass marketing to personalized strategies powered by machine learning. It delves into the role of machine learning in key areas such as customer segmentation, predictive analytics, content personalization, and recommendation systems. The article also examines the impact of machine learning on customer experience, brand loyalty, and revenue generation. Additionally, it addresses the ethical challenges associated with machine learning-driven personalization, including data privacy, bias, and transparency. The future of machine learning in marketing is discussed, highlighting the potential of emerging technologies like augmented reality, quantum computing, and blockchain to further enhance personalized marketing strategies.