the changing role of Information Technology (IT) and Artificial Intelligence (AI) in marketing

8.2 Marketing Strategy – Approaches to Marketing Strategy

In this lesson we explore how Information Technology (IT) and Artificial Intelligence (AI) are reshaping the way businesses plan and execute marketing strategies. 📱🤖

Traditional Marketing Approaches

  • Product‑centric focus: “Make a great product, customers will come.”

  • Market‑segmentation: dividing customers into groups based on demographics.

  • 4Ps model: Product, Price, Place, Promotion.

The Digital Shift

With the rise of the internet, marketing moved from one‑way messages to interactive conversations.

  1. Online advertising (search, social, display).

  2. Content marketing: blogs, videos, podcasts.

  3. Data‑driven decisions: using web analytics to tweak campaigns.

AI Enhances Every Stage

AI can now predict customer behaviour, personalise offers, and optimise spend.

AI ToolWhat It DoesMarketing Stage
ChatGPTGenerates copy, answers FAQs.Content creation.
Google Analytics AIPredicts traffic trends.Data analysis.
Dynamic Pricing EngineAdjusts prices in real time.Pricing strategy.

Case Study: Coca‑Cola’s AI‑Powered Campaign

Coca‑Cola used AI to analyse social media sentiment and launch a personalised “Share a Coke” campaign that increased sales by 4% in the first month. 🎉

Key Takeaways

  1. IT and AI turn data into action.

  2. Personalisation boosts customer engagement.

  3. Continuous testing and optimisation are essential.

  4. Ethics and privacy must guide AI use.

Remember: marketing is no longer just about selling; it’s about building relationships using the smartest tools available. 🚀