Enhancing Advertising Initiatives: Using Machine Learning Algorithms to Engage Targeted Customer

Abstract

Artificial intelligence (AI) and machine learning (ML) systems are developing at a quick pace, which has brought about a major change for many organisations, including digital marketing. Machine learning is a tool used by marketers to identify trends in user behaviour on websites and mobile applications. This aids in their ability to promptly optimise advertising offerings and forecast users' future behaviour. In this paper, we present machine learning-based algorithms for information systems that can be used to optimise advertising services, draw in customers, increase sales, customise promotional offers based on user interests, and set up a spam filter for Facebook or email. Our theory shows that managing advertising campaigns to get better results is a feasible technique. Out of the four digital marketing strategies, advertising marketing offers the highest percentage of revenue to the company (75%) and the best amount of brand publicity (48%), according to the trial's final results shown in figure 2. Under the network marketing strategy, clients' brand sensitivity reaches 53% at the same time.