Abstract

This paper summarises the arguments and counterarguments within the scientific discussion on artificial intelligence (AI) in preparing a marketing plan for e-marketing organizations. This research aims to identify the extent of the contribution of AI in preparing the marketing plan. The author noted that intended to know how e-marketing companies could use AI techniques in situation analysis, analyze competitors’ strategies, strategic goals, preparing marketing strategies, preparing an estimated marketing budget, and control a marketing plan. Systematization of the scientific background and approaches on preparing a marketing plan for e-marketing organizations indicates that many companies, especially small companies, marketing their products via the Internet, cannot develop a successful marketing plan. In turn, it could be solved through the use of AI techniques. The study was conducted on a group of companies that market their products via the Internet in the Kingdom of Saudi Arabia. To gain the research goal, this study was carried out in the following logical sequence: 1) developing the stratified sample by collecting statistical information for 141 company in a variety of fields; 2) analyzing the data using SPSS; 3) predicting how AI could be used in preparing the marketing plan; 4) identifying the arrangement of the steps for preparing the marketing plan in terms of the ability of AI techniques. The methodological tools of the study were methods of the multiple regression analysis and the Friedman test. The study empirically confirms and theoretically proves that AI contributes significantly in developing marketing plans through its great contribution to environmental analysis and analysis of competitors’ strategies and setting marketing goals. Besides, AI contributes to preparing the budget and appreciating the marketing plan, to its evaluation and control. The author mentioned that AI provides understanding and selecting target markets and sectors, targeting customers, and preparing appropriate marketing mix strategies for each market sector. Therefore, the study provides recommendations to online organizations to use AI in preparing their marketing plan because of its great ability to contribute to this.

Keywords: artificial intelligence, e-marketing, environmental analysis, marketing strategies, marketing plan, strategic goals

JEL Classification: M15, M30, M31, O21, O32 .

Cite as: Elsayed Fayed, A. (2021). Artificial Intelligence for marketing plan: the case for e-marketing companies. Marketing and Management of Innovations, 1, 81-95. https://doi.org/10.21272/mmi.2021.1-07

This work is licensed under a Creative Commons Attribution 4.0 International License

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