Markkinoinnin ja viestinnän yksikkö, 2018
Markkinoinnin johtamisen maisteriohjelma
Marketing is in the middle of a paradigm shift, where traditional marketing and digital marketing converge. The purpose of the research is to find out how marketing 4.0 paradigm, empowered by artificial intelligence and machine learning, changes marketing management.
The theory is founded around the marketing paradigm shifts, where the recent paradigm, marketing 4.0, is focused on. The hype around artificial intelligence and its impact for marketing management is analysed with Gartner hype curve theory through a discourse analysis of experts and influencers discourses.
Prior marketing paradigms are mapped and introduced. The forces behind artificial intelligence trend and the elements of an artificial intelligence business transformation are identified and their impact for marketing management analysed. Machine learning is defined conceptually and the value of it for marketing explored in potential use cases as well as relevant tools, such as search, recommendations systems, personalised targeting and dynamic pricing.
Two meaning systems, hype encouraging discourse and hype reducing discourse, are interpreted from the artificial intelligence overall discourse. The hype around artificial intelligence and machine learning is interpreted to be at high level. Machine learning is seen as an evolution of analytical methods instead of a dramatic disruption, nevertheless its impact for marketing is high as it challenges traditional data analysing methods as well as facilitates new effective touch-points between businesses and customers.
Marketing 4.0 changes marketing management, as it introduced more productive new data analysing tools, and emphasises relevant knowledge and skills when implementing these new tools.
Marketing Paradigm, Artificial Intelligence, Machine Learning, Hype