Digital marketing evolution: Understanding the role of AI and Big Data in shaping marketing strategies

https://doi.org/10.35912/ijfam.v7i2.2593
Published: Sep 1, 2025

Abstract:

Purpose: This study explores the evolution of digital marketing and the role of Artificial Intelligence (AI) and Big Data in enhancing marketing effectiveness. As market complexity and consumer needs continue to evolve, companies must adopt new technologies to optimize their strategies.

Methodology/approach: This research employs a comprehensive literature review, analyzing journal articles, industry reports, and case studies related to AI and Big Data in digital marketing. The process involves selecting and evaluating relevant sources to gain in-depth insights into their impact on marketing strategies.

Results/findings: The study finds a positive correlation between AI implementation in digital marketing and improved campaign effectiveness. Companies leveraging AI report increased consumer engagement and higher sales conversions. Moreover, integrating Big Data and AI enhances customer satisfaction and loyalty. Firms adopting these technologies demonstrate greater adaptability to market dynamics and evolving consumer preferences.

Conclusion: The study concludes that AI and Big Data play a crucial role in shaping digital marketing strategies by enabling personalization, predictive analytics, and data-driven decisions. Although challenges such as privacy concerns and algorithmic bias remain, their benefits far outweigh the risks, offering firms a sustainable competitive advantage.

Limitations: The study is limited to existing literature, which may introduce selection bias. Additionally, the absence of empirical analysis restricts deeper insights into AI and Big Data applications in marketing.

Contribution: This research provides a deeper understanding of AI and Big Data’s impact on digital marketing strategies. The findings assist marketers in developing more effective and adaptive strategies.

Keywords:
1. Artificial intelligence
2. Big Data
3. Customer Experience
4. Digital Marketing
5. Marketing Strategy
6. Personalization
Authors:
1 . Shandikha Arya Yudha Rahman
Indonesia University of Education, Bandung, Indonesia
2 . Agus Rahayu
Indonesia University of Education, Bandung, Indonesia
3 . Heny Hendrayati
Indonesia University of Education, Bandung, Indonesia
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How to Cite
Rahman, S. A. Y., Rahayu, A. ., & Hendrayati, H. . (2025). Digital marketing evolution: Understanding the role of AI and Big Data in shaping marketing strategies. International Journal of Financial, Accounting, and Management, 7(2), 197–211. https://doi.org/10.35912/ijfam.v7i2.2593
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Issue & Section
Vol. 7 No. 2 (2025): September
Articles
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  3. Ajina, A. (2019). The Perceived Value Of Social Media Marketing: An Empirical Study Of Online Word-Of-Mouth In Saudi Arabian Context. Entrepreneurship and Sustainability Issues, 6(3), 1512-1527. doi:https://doi.org/10.9770/jesi.2019.6.3(32)
  4. Alanmi, M., & Alharthi, S. (2023). The Impact Of Digital Marketing On Consumer Buying Behavior In Saudi Arabia: Brand Popularity As A Mediator. Journal of Business and Management Review, 4(6), 412-438. doi:https://doi.org/10.47153/jbmr46.6552023
  5. Amini, R., & Amini, A. (2024). An Overview Of Artificial Intelligence And Its Application In Marketing With Focus On Large Language Models. International Journal of Science and Research Archive, 12(2), 455-465. doi:https://doi.org/10.30574/ijsra.2024.12.2.1223
  6. Arora, K., Lund, J. R., Naren, N. A., Zingarelli, B., & Naren, A. P. (2020). Ac6 Regulates The Microtubule-Depolymerizing Kinesin Kif19a To Control Ciliary Length In Mammals. Journal of Biological Chemistry, 295(42), 14250-14259. doi:https://doi.org/10.1074/jbc.ra120.013703
  7. Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social Media And Consumer Engagement: A Review And Research Agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. doi:https://doi.org/10.1108/jrim-06-2016-0065
  8. Bianchi, C., & Andrews, L. (2018). Consumer Engagement With Retail Firms Through Social Media: An Empirical Study In Chile. International Journal of Retail & Distribution Management, 46(4), 364-385. doi:https://doi.org/10.1108/ijrdm-02-2017-0035
  9. Bughin, J., Seong, J., Manyika, J., Chui, M., & Joshi, R. (2018). Notes From The Ai Frontier: Modeling The Impact Of Ai On The World Economy. McKinsey Global Institute, 4(1), 2-61.
  10. Buratti, N., Parola, F., & Satta, G. (2018). Insights On The Adoption Of Social Media Marketing In B2b Services. The TQM Journal, 30(5), 490-529. doi:https://doi.org/10.1108/tqm-11-2017-0136
  11. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Pearson Uk.
  12. Chen, Q., Min, C., Zhang, W., Ma, X., & Evans, R. (2021). Factors Driving Citizen Engagement With Government Tiktok Accounts During The Covid-19 Pandemic: Model Development And Analysis. Journal of medical internet research, 23(2), 1-13. doi:https://doi.org/10.2196/21463
  13. Choi, T. M., Wallace, S. W., & Wang, Y. (2018). Big Data Analytics In Operations Management. Production and operations management, 27(10), 1868-1883. doi:https://doi.org/10.4018/978-1-5225-0886-1.ch001
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  15. Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How Artificial Intelligence Will Change The Future Of Marketing. Journal of the Academy of Marketing Science, 48(1), 24-42. doi:https://doi.org/10.1007/s11747-019-00696-0
  16. De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K.-U., & Von Wangenheim, F. (2020). Artificial Intelligence And Marketing: Pitfalls And Opportunities. Journal of Interactive Marketing, 51(1), 91-105. doi:https://doi.org/10.1016/j.intmar.2020.04.007
  17. Figueiredo, F., Gonçalves, M. J. A., & Teixeira, S. (2021). Information Technology Adoption On Digital Marketing: A Literature Review. Informatics, 8(4), 74. doi:https://doi.org/10.3390/informatics8040074
  18. Fosso Wamba, P. S. (2017). Big Data Analytics And Business Process Innovation. Business Process Management Journal, 23(3), 470-476. doi:https://doi.org/10.1108/bpmj-02-2017-0046
  19. Gao, W., Zhan, J., Wang, L., Luo, C., Zheng, D., Tang, F., . . . He, X. (2018). Data Motifs: A Lens Towards Fully Understanding Big Data And Ai Workloads. Proceedings Of The 27th International Conference On Parallel Architectures And Compilation Techniques, 1-14. doi:https://doi.org/10.1145/3243176.3243190
  20. Gillpatrick, T. (2019). The Digital Transformation Of Marketing: Impact On Marketing Practice & Markets. ECONOMICS-Innovative and Economics Research Journal, 7(2), 139-156. doi:https://doi.org/10.2478/eoik-2019-0023
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  23. Guan, Y. (2023). Consumer Behavior Analysis And Marketing Strategy Optimization In The Digital Media Environment. Industrial Engineering and Innovation Management, 6(10), 87-94. doi:https://doi.org/10.23977/ieim.2023.061012
  24. Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T., & Potapov, D. (2020). Digital Analytics: Modeling For Insights And New Methods. Journal of Interactive Marketing, 51(1), 26-43. doi:https://doi.org/10.1016/j.intmar.2020.04.003
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