Technology in the business arena
Abstract
In the past few years, technology has brought a lot of changes in the business arena, particularly on the marketing and advertising methods. Continually improving technology has ushered in the use of artificial learning, such as machine learning, which has been applied by different corporations and enterprises to attract customers mainly through email marketing. Therefore, the objective of this study is to investigate the benefits of machine learning applications to email marketing. Moreover, its goals are to find out how machine learning, when applied to email marketing, may bring a competitive advantage to an organization. The primary method used to gather relevant information and data about this study is a literature review. About 40 articles related to the topic of research was analyzed. The result of the study found out machine learning when applied to email marketing, brings a lot of benefits to the company as a whole. It further concluded that an organization aiming to attract a high number of must apply machine learning to its email marketing approach.