Application Research of Artificial Intelligence and Big Data Technology in the Field of Digital Marketing

Abstract:  In the era of digital economy, the strategic value and application prospects of digital marketing are increasingly obvious, and it has become the frontier and focus of theoretical and practical exploration. In recent years, artificial intelligence and big data technology have developed rapidly and have been widely used in many industries. People began to try to apply artificial intelligence and big data technology to digital marketing to reduce the work pressure of marketers, improve the work efficiency of marketers, and at the same time ensure the accuracy of marketing. The introduction of artificial intelligence and big data makes data no longer just simple items, and these intelligent technologies fully tap the potential behind these data. However, due to the short history of application of artificial intelligence in the field of digital marketing, there are still problems such as lack of systematic integration of research results, unclear research hotspots and development directions. In view of this, this paper sorts out and defines the connotation of artificial intelligence and big data technology, compares traditional marketing and intelligent digital marketing, further summarizes and reviews the literature in terms of theory, theme and methodology, sorts out the application measures of artificial intelligence and big data technology in digital marketing, and finally forecasts the future research direction.