{"id":7515,"date":"2024-01-11T10:06:21","date_gmt":"2024-01-11T10:06:21","guid":{"rendered":"https:\/\/ccib.ro\/afacerea\/?p=7515"},"modified":"2024-01-11T11:20:13","modified_gmt":"2024-01-11T11:20:13","slug":"sua-inteligenta-artificiala-din-ce-in-ce-mai-folosita-in-activitatile-de-marketing","status":"publish","type":"post","link":"https:\/\/revista-afacerea.ro\/afacerea\/sua-inteligenta-artificiala-din-ce-in-ce-mai-folosita-in-activitatile-de-marketing\/","title":{"rendered":"SUA: Inteligen\u021ba artificial\u0103, din ce \u00een ce mai folosit\u0103 \u00een activit\u0103\u021bile de marketing"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-post pdfprnt-top-right\"><a href=\"https:\/\/revista-afacerea.ro\/afacerea\/wp-json\/wp\/v2\/posts\/7515?print=pdf\" class=\"pdfprnt-button pdfprnt-button-pdf\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/ccib.ro\/afacerea\/wp-content\/plugins\/pdf-print\/images\/pdf.png\" alt=\"image_pdf\" title=\"View PDF\" \/><\/a><a href=\"https:\/\/revista-afacerea.ro\/afacerea\/wp-json\/wp\/v2\/posts\/7515?print=print\" class=\"pdfprnt-button pdfprnt-button-print\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/ccib.ro\/afacerea\/wp-content\/plugins\/pdf-print\/images\/print.png\" alt=\"image_print\" title=\"Print Content\" \/><\/a><\/div><p>De\u0219i inteligen\u021ba artificial\u0103 este un subiect care abia a \u00eenceput s\u0103 capete amploare, 6 din 10 directori de marketing din SUA au folosit deja aceast\u0103 tehnologie \u00een activit\u0103\u021bile derulate \u00een ultimul an, potrivit a 60% dintre participan\u021bii la cea mai recent\u0103 edi\u021bie a studiului Chief Marketing Officer (CMO) Survey, realizat de Duke University cu sprijinul Deloitte. Potrivit unui comunicat de pres\u0103 emis de compania citat\u0103, raportul, realizat pe baza r\u0103spunsurilor oferite de peste 300 de directori de marketing, activi \u00een 15 industrii din SUA, arat\u0103, de asemenea, c\u0103 adoptarea inteligen\u021bei artificiale are un impact pozitiv asupra organiza\u021biilor. Astfel, potrivit responden\u021bilor, productivitatea v\u00e2nz\u0103rilor s-a \u00eembun\u0103t\u0103\u021bit cu 6%, satisfac\u021bia clien\u021bilor, cu 7%, \u00een timp ce costurile indirecte de marketing au sc\u0103zut cu 7%.<\/p>\n<p>Studiul relev\u0103 c\u0103 inteligen\u021ba artificial\u0103 este utilizat\u0103 \u00een principal pentru personalizarea con\u021binutului (53%) \u0219i crearea de con\u021binut (49%), activit\u0103\u021bi urmate de \u00eembun\u0103t\u0103\u021birea rentabilit\u0103\u021bii investi\u021biilor \u00een marketing digital prin optimizarea con\u021binutului \u0219i a calendarului activit\u0103\u021bilor (37%) \u0219i de publicitatea programatic\u0103 \u0219i achizi\u021bionarea de spa\u021biu publicitar (35%). \u00cen ceea ce prive\u0219te crearea de con\u021binut, blogurile (65%), con\u021binutul site-urilor (62%) \u0219i re\u021belele de socializare (55%) sunt ariile principale \u00een care organiza\u021biile folosesc instrumente bazate pe inteligen\u021b\u0103 artificial\u0103.<\/p>\n<p>\u201eFolosirea inteligen\u021bei artificiale \u00een activit\u0103\u021bile de marketing este \u00eenc\u0103 \u00een stadiu incipient, dar efectele sale sunt deja vizibile. Din perspectiva speciali\u0219tilor \u00een marketing, inteligen\u021ba artificial\u0103 ar putea r\u0103spunde unor provoc\u0103ri precum gestionarea \u0219i optimizarea con\u021binutului utilizat pe numeroase canale, pentru a oferi clien\u021bilor o experien\u021b\u0103 unitar\u0103 \u0219i personalizat\u0103 \u00een diferite ecosisteme \u0219i puncte de contact cu brandul sau chiar pentru a asigura conformarea cu diferite reglement\u0103ri \u0219i a evita situa\u021bii nepl\u0103cute precum v\u00e2nzarea unui produs nepotrivit unui client sau dezinformarea. Pentru echipele de marketing, inteligen\u021ba artificial\u0103 va juca rolul unui facilitator \u0219i le va permite s\u0103 lucreze mai eficient, s\u0103-\u0219i \u00een\u021beleag\u0103 mai bine clien\u021bii \u0219i s\u0103-\u0219i cultive abilit\u0103\u021bile care vor completa beneficiile tehnologiei\u201d, a declarat Ruxandra B\u0103ndil\u0103, director marketing \u0219i dezvoltarea afacerilor, Deloitte Rom\u00e2nia.<\/p>\n<p>Conform sursei citate, companiile avanseaz\u0103 \u00een procesul de transformare a activit\u0103\u021bilor de marketing digital, aproape un sfert dintre speciali\u0219tii de marketing (24%) care au participat la sondaj consider\u00e2nd c\u0103 organiza\u021biile lor fac investi\u021bii digitale integrate, comparativ cu doar 14% anul trecut, iar 13% dintre responden\u021bi declar\u00e2nd c\u0103 organiza\u021biile folosesc investi\u021biile \u00een activit\u0103\u021bi digitale pentru luarea \u0219i evaluarea deciziilor de marketing, comparativ cu 7% cu un an \u00een urm\u0103.<\/p>\n<p>Analiz\u00e2nd tipurile de cheltuieli, cre\u0219terile r\u0103m\u00e2n modeste. Raportul eviden\u021biaz\u0103 o u\u0219oar\u0103 cre\u0219tere (2%) a cheltuielilor cu ac\u021biunile de marketing pe dispozitive mobile, care au ajuns la 16% din bugetul de marketing. Conform studiului citat, se estimeaz\u0103 c\u0103 \u00een cinci ani, acest procent va cre\u0219te la 27%, dep\u0103\u0219ind maximul atins \u00een perioada pandemiei, de 23%. Directorii de marketing continu\u0103 s\u0103 sus\u021bin\u0103 faptul c\u0103 ac\u021biunile de marketing pe dispozitivele mobile au o contribu\u021bie slab\u0103 la performan\u021ba companiei (2,9, pe o scar\u0103 de la 1 la 7), din cauza dificult\u0103\u021bii de a urm\u0103riri parcursul consumatorului de-a lungul tuturor punctelor de interac\u021biune digital\u0103 (40%), de a corela activit\u0103\u021bile pe dispozitivele mobile cu strategia general\u0103 de marketing (38%) \u0219i din cauza expertizei insuficiente a echipelor \u00een acest domeniu (37%).<\/p>\n<p>Cheltuielile cu activit\u0103\u021bile pe re\u021belele de socializare reprezint\u0103 16% din bugetul de marketing, estim\u00e2ndu-se c\u0103 acestea vor r\u0103m\u00e2ne relativ constante \u00een urm\u0103toarele 12 luni (este indicat\u0103 o cre\u0219tere de doar 3%). \u00cen schimb, \u00een urm\u0103torii cinci ani, acestea vor dep\u0103\u0219i maximul atins \u00een perioada pandemiei, de 23%, \u0219i vor ajunge la 24%.<\/p>\n<p>\u00cen ceea ce prive\u0219te abilit\u0103\u021bile viitorilor speciali\u0219ti \u00een marketing, prioritatea identificat\u0103 de responden\u021bii la studiu const\u0103 \u00een capacitatea de a-\u0219i reevalua rapid abordarea pe m\u0103sur\u0103 ce apar noi priorit\u0103\u021bi, urmat\u0103 de creativitate \u0219i de capacitatea de a inova \u0219i de a naviga \u00eentr-un context incert. La polul opus, abilit\u0103\u021bile din zona financiar\u0103 sunt cel mai pu\u021bin c\u0103utate.<\/p>\n<p>Studiul relev\u0103 c\u0103 organiza\u021biile nu se bazeaz\u0103 numai pe capacit\u0103\u021bile angaja\u021bilor de a implementa activit\u0103\u021bi de marketing, acestea apel\u00e2nd la agen\u021bii, furnizori sau parteneri. Conform sursei citate, \u00een prezent, 20% din activit\u0103\u021bi sunt externalizate, pondere care va cre\u0219te cu cinci puncte procentuale \u00een anul urm\u0103tor.<\/p>\n<p style=\"text-align: right;\"><strong>C. \u0218ERB\u0102NESCU<br \/>\n<\/strong><a href=\"mailto:cristina.serbanescu@ccib.ro\"><strong>cristina.serbanescu@ccib.ro<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De\u0219i inteligen\u021ba artificial\u0103 este un subiect care abia a \u00eenceput s\u0103 capete amploare, 6 din 10 directori de marketing din SUA au folosit deja aceast\u0103 tehnologie \u00een activit\u0103\u021bile derulate \u00een ultimul an, potrivit a 60% dintre participan\u021bii la cea mai recent\u0103 edi\u021bie a studiului Chief Marketing Officer (CMO) Survey, realizat de Duke University cu sprijinul Deloitte. Potrivit unui&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[146],"tags":[],"class_list":["post-7515","post","type-post","status-publish","format-standard","hentry","category-din-lumea-afacerilor","issue-serie-noua-nr-30-13-12-2023-30-01-2024"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SUA: Inteligen\u021ba artificial\u0103, din ce \u00een ce mai folosit\u0103 \u00een activit\u0103\u021bile de marketing - Afacerea<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/revista-afacerea.ro\/afacerea\/sua-inteligenta-artificiala-din-ce-in-ce-mai-folosita-in-activitatile-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SUA: Inteligen\u021ba artificial\u0103, din ce \u00een ce mai folosit\u0103 \u00een activit\u0103\u021bile de marketing - Afacerea\" \/>\n<meta property=\"og:description\" content=\"De\u0219i inteligen\u021ba artificial\u0103 este un subiect care abia a \u00eenceput s\u0103 capete amploare, 6 din 10 directori de marketing din SUA au folosit deja aceast\u0103 tehnologie \u00een activit\u0103\u021bile derulate \u00een ultimul an, potrivit a 60% dintre participan\u021bii la cea mai recent\u0103 edi\u021bie a studiului Chief Marketing Officer (CMO) Survey, realizat de Duke University cu sprijinul Deloitte. 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