Abstract:
The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. The purpose of this paper is uncover the reasons behind the adoption of AL within the field of digital advertising. It seeks to understand the motives that drive the AL adoption and identify the potential benefits and challenges that this process may entail. The authors strive to identify the key incentives for AL adoption and observe the benefits and challenges arising from this process with the help of qualitative analysis. An analysis of interviews with 20 experts from different industries related to Marketing and AI shows that AI have impact in Marketing processes and the impact will be bigger in the future. The research questions are how to use AL in digital marketing, secondly what are the future predictions in the field of digital marketing and AI and finally what are the potential AI enabled solutions in digital marketing. The conclusions of this study indicated that companies which leverage technology in their business strategies can gain an advantage over their competitors who remain to work in traditional ways. AI can predict, analyze and personalize one to one marketing messages to consumers at scale and with precision that humans are incapable of. Companies should not fear technology but embrace it throughout the core functions of the business bearing in mind the issues around ethics and data privacy. The best time to begin gathering business data is today.

ABSTRACT:

Purpose: The purpose of this paper is to Investigate digital marketing strategies adopt in tourism with a focus on opportunities for Pakistan, to stimulate developments in the tourism sector particularly the increase in tourist entrance and the growth of digital statistics in the digital era. Design/methodology/approach – Quantitative survey as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing strategies used in tourism relating to Pakistan.

Findings – This paper exposes that digital media and its segments are among the trends in digital marketing and, thus, Pakistan provides the opportunity to market its attractions to tourists in this digital era.

Research limitations/implications – Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing strategies associated with tourism. Practical implications – Other countries within Pakistan to adopt similar digital marketing segments such as digital media to manage the digitization of marketing activities in the promotion of the tourism sector.

Originality/value – This study examine digital marketing strategies and their segments to promote tourism with a focus on opportunities for Pakistan by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and quantitative analysis methods.

Paper presented in the organized "World Conference on Climate Chnage & Sustainability" at Frankfurt,Germany in 8 November 2021.