Advanced Technologies as a Framework for Sustainable Marketing Campaigns (AI Application in Neuromarketing)

Keywords:
Ai, Advanced Technologies, Neuromarketing, Marketing Management, Sustainable Marketing Campaigns

Abstract:
As the business landscape evolves into a more digital environment, traditional marketing methods are no longer sufficient for companies to stay competitive. In order to gain an advantage in the market, businesses must integrate the latest technologies, including AI. Neuromarketing has benefitted greatly from AI-powered tools, providing marketers with valuable insights into consumer behaviour, emotions, and preferences. With this information, they can create targeted and sustainable marketing campaigns that generate long-term value for the brand while minimizing negative environmental impacts. This paper delves into the potential of AI in neuromarketing as a framework for sustainable marketing campaigns. It examines the challenges and benefits of using AI in marketing, showcasing successful campaigns that have leveraged AI-powered tools to create sustainable strategies. Furthermore, the paper emphasizes the importance of measuring customer engagement, which plays a crucial role in the creation of effective marketing campaigns. The present study utilized AI technologies such as video processing to analyse the sentiment of stimuli presented in university enrolment campaigns over a two-year period. By identifying the age, gender, and sentiment of customers, we gained insights into their behaviour and preferences. Our research showed that incorporating a clear "call to action" message can significantly improve the effectiveness of marketing campaigns. Overall, our study demonstrates the potential of AI technologies in enhancing customer engagement measurement and optimizing marketing strategies for sustainable campaigns.

CITATION:

IEEE format

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T. Papić, A. Mihajlović, J. Gajić, “Advanced Technologies as a Framework for Sustainable Marketing Campaigns (AI Application in Neuromarketing),” in Sinteza 2023 - International Scientific Conference on Information Technology, Computer Science, and Data Science, Belgrade, Singidunum University, Serbia, 2023, pp. 180-184. doi:10.15308/Sinteza-2023-180-184

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Papić, T., Mihajlović, A., Gajić, J. (2023). Advanced Technologies as a Framework for Sustainable Marketing Campaigns (AI Application in Neuromarketing). Paper presented at Sinteza 2023 - International Scientific Conference on Information Technology, Computer Science, and Data Science. doi:10.15308/Sinteza-2023-180-184

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