Web Personalization and Artificial Intelligence as Tools for Marketing Communications

@article{9463,
   author = {Kupec, Michael and Jakubíková, Dagmar and Kupec, Václav},
   article_location = {Trnava},
   article_number = {2},
   keywords = {Internet; Personalization; Artificial intelligence; Management; Marketing; Communication.},
   language = {eng},
   issn = {2585-9188},
   journal = {Media Literacy and Academic Research},
   note = {Kupec spoluautorství 33 %; Jakubíková spoluautorství 33 %; Kupec spoluautorství 33 %.},
   title = {Web Personalization and Artificial Intelligence as Tools for Marketing Communications},
   url = {https://www.mlar.sk/wp-content/uploads/2021/12/MLAR_2021_No_2.pdf},
   volume = {4},
   year = {2021}
}

TY  - JOUR
ID  - 9463
AU  - Kupec, Michael - Jakubíková, Dagmar - Kupec, Václav
PY  - 2021
TI  - Web Personalization and Artificial Intelligence as Tools for Marketing Communications
JF  - Media Literacy and Academic Research
VL  - 4
IS  - 2
SP  - 100-118
EP  - 100-118
PB  - FMK UCM
SN  - 25859188
N1  - Kupec spoluautorství 33 %; Jakubíková spoluautorství 33 %; Kupec spoluautorství 33 %.
KW  - Internet
KW  - Personalization
KW  - Artificial intelligence
KW  - Management
KW  - Marketing
KW  - Communication.
UR  - https://www.mlar.sk/wp-content/uploads/2021/12/MLAR_2021_No_2.pdf
N2  - Market relationships have undergone profound changes in the past two decades, which have been accelerated by the crisis of the global pandemic. This has led to a fundamental transformation in the communications not only of businesses but also of governments, organizations, and communities. This study addresses web personalization with an emphasis on artificial intelligence in the context of their use for managing and decision-making in marketing processes in practice. These two techniques tend to be often confused in practice, and for this reason it is helpful to define their positions and mutual interactions. The goal of this article is a theoretical comparison of web personalization and artificial intelligence as part of marketing processes and the proposal of a framework for their use for creators of any online media content. At the same time it sheds light on the meaning and use of web personalization for management in practice and in particular in marketing processes and proposes a model for implementing these techniques that can be used in strategic marketing. This article presents research questions and uses secondary data analysis in the form of literature review and content analysis. The result is categorization of web personalization and artificial intelligence techniques, identifying their mutual links, and proposing an application framework for marketing practice. This article contributes to the discussion by identifying managerial use of defined techniques and their position in strategies for producers of online content and offers a new perspective on the interaction of personalization and artificial intelligence, whereas this approach has not been sufficiently explored in the academic literature.
ER  - 

KUPEC, Michael, Dagmar JAKUBÍKOVÁ a Václav KUPEC. Web Personalization and Artificial Intelligence as Tools for Marketing Communications. \textit{Media Literacy and Academic Research}. Trnava: FMK UCM, 2021, roč.~4, č.~2, s.~100-118. ISSN~2585-9188.