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The phenomenon of big data and machine learning (ML) has exerted a profound influence on the digital marketing revolution, engendering both vast opportunities and formidable challenges: this review aims to elucidate their critical role in shaping contemporary corporate strategy. Although it examines the ramifications for marketing strategies, it also investigates how businesses are adapting to shifts in customer behavior and technological advancements; however, the evolution of marketing practices in this digital epoch cannot be overlooked because it is essential for sustained success. By harnessing the capabilities of big data and machine learning, marketers have the potential to enrich customer interactions, tailor advertisements, and derive more nuanced insights into consumer preferences. This article delineates the principal themes underpinning the transformation of digital marketing, placing particular emphasis on the pivotal role of innovative technologies and data-informed decision-making. Furthermore, the study illuminates the transformative potential inherent in machine learning and big data applications, which are poised to shape the trajectory of future marketing strategies through comprehensive analysis.

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Applications of Machine Learning in Marketing: Personalization, Targeting, and Customer Engagement

  • 会议论文

  • 发表日期：

    2025年

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  • Aaryan Gupta,
  • Pushkal Garg,
  • Preeti Narooka,
  • Ranojit Palit

摘要

The phenomenon of big data and machine learning (ML) has exerted a profound influence on the digital marketing revolution, engendering both vast opportunities and formidable challenges: this review aims to elucidate their critical role in shaping contemporary corporate strategy. Although it examines the ramifications for marketing strategies, it also investigates how businesses are adapting to shifts in customer behavior and technological advancements; however, the evolution of marketing practices in this digital epoch cannot be overlooked because it is essential for sustained success. By harnessing the capabilities of big data and machine learning, marketers have the potential to enrich customer interactions, tailor advertisements, and derive more nuanced insights into consumer preferences. This article delineates the principal themes underpinning the transformation of digital marketing, placing particular emphasis on the pivotal role of innovative technologies and data-informed decision-making. Furthermore, the study illuminates the transformative potential inherent in machine learning and big data applications, which are poised to shape the trajectory of future marketing strategies through comprehensive analysis.