Business – 3.3 The marketing mix – Promotion methods | e-Consult
3.3 The marketing mix – Promotion methods (1 questions)
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Data analytics collects behavioural, demographic and contextual data from websites, social media and mobile apps. AI algorithms then segment audiences and predict preferences, enabling:
- Dynamic ad creative that changes in real time to match individual interests.
- Predictive bidding that allocates budget to users most likely to convert.
- Recommendation engines that suggest products based on past behaviour.
Ethical considerations:
- Privacy invasion: Extensive data collection can breach user consent and expose personal information if not properly managed.
- Algorithmic bias: AI models trained on biased data may unfairly target or exclude certain groups, leading to discrimination.