The Impacts of Big Data Analytics and Artificial Intelligence on Marketing Strategies

ABSTRACT: The marketing sector has seen a significant transformation, particularly due to the emergence of data-driven decision-making and the dominance of digital platforms. This transition signifies a deviation from traditional marketing strategies, which formerly depended on more direct contact methods and conventional market research techniques. As digital technologies have grown, they have changed how we can track and change customers' buying habits and given us new ways to connect with them. Digital platforms and enhanced data provide marketers new consumer insights, making marketing more challenging. A detailed literature review and practical assessment analyse the real and prospective benefits of big data analytics and artificial intelligence on marketing decision-making. According to the paper, AI and big data analytics may assist companies understand customer and industry developments. They might then modify their marketing for each user. Big data analytics and AI improve target market positioning, simplify marketing, and educate consumers, affecting marketing strategy. The research suggests creating a data analysis team, streamlining data gathering and combination, using adaptable analytical tools, and customising marketing efforts. Some issues remain with this research. Data reliability and group size matter. The steps are unclear. For more solid and unambiguous results, future study should examine the impact of marketing using AI and big data analytics, maybe on a particular sector. This research may assist firms greatly enhance their marketing.