AI-DRIVEN CUSTOMER SEGMENTATION: TARGETING AND RETARGETING STRATEGIES IN DIGITAL MARKETING
Dr. Thilagavathi K.
Associate Professor, Department of Commerce, Saveetha School of Law, Saveetha Institute of Medical and Technical Sciences, Chennai.ABSTRACT: In the evolving landscape of digital marketing, understanding and effectively reaching target audiences are crucial for business success. Traditional customer segmentation methods, while useful, often fall short in capturing the complex and dynamic behavior of consumers. This study explores the application of artificial intelligence (AI) in enhancing customer segmentation, focusing on the development of more precise targeting and retargeting strategies. By leveraging machine learning algorithms, this research aims to identify distinct customer segments based on a wide range of data, including demographic information, browsing behavior, purchase history, and social media activity. The AI-driven approach enables marketers to create personalized marketing campaigns that resonate with specific audience segments, thereby increasing engagement and conversion rates. The study also investigates the impact of AI on retargeting strategies, analyzing how real-time data processing and predictive analytics can improve the effectiveness of retargeting efforts. Through a comparative analysis of traditional and AI-driven segmentation methods, the research demonstrates the superior accuracy and efficiency of AI in identifying high-value customer segments. This research contributes to the digital marketing field by showcasing how AI can transform customer segmentation, leading to more effective targeting and retargeting strategies. The findings provide valuable insights for marketers looking to leverage AI to enhance their digital marketing efforts and achieve better business outcomes.
KEYWORDS: Artificial Intelligence, Customer Segmentation, Targeting, Retargeting, Digital Marketing, Machine Learning, Predictive Analytics, Personalized Marketing, Consumer Behavior, Marketing Strategy.