Author - Chouaib DAKOUAN

Hassan II University, Morocco


The Use of Artificial Intelligence in Social Media: Opportunities and Perspectives

For social media, the current problem is not the lack of knowledge or skills to create personalized campaigns, but the lack of time. With so many different ways to collect as much data from customers, it's impossible for one person to capture this data, discover information, and then set up automated marketing campaigns for each person. Artificial intelligence is the solution to this problem, which focuses on the exploitation of customer data and machine learning in marketing strategies to anticipate the next move of customers and improve its experience through customize content and automation. This article aims to understand in an explicit way how artificial intelligence works on social media to ensure the maximum automation of marketing.

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Inbound Marketing vs. Outbound Marketing: Independent or Complementary Strategies

This article tends to explain the differences between the Outbound Marketing strategy and the Inbound Marketing strategy, by offering a comparison of these techniques used by these two approaches. This paper aims to determine the impact of the “new marketing strategies” on the existent ones, and clarifies if these two strategies are complementary or independent for a company operating in a highly competitive environment.

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