Analysing Consumer Choice Between Different Mediums of Marketing

International Journal of Economics and Management Studies

© 2023 by SSRG - IJEMS Journal

Volume 10 Issue 4

Year of Publication : 2023

Authors : Konark Bajaj

10.14445/23939125/IJEMS-V10I4P103

How to Cite?

Konark Bajaj, "Analysing Consumer Choice Between Different Mediums of Marketing," SSRG International Journal of Economics and Management Studies, vol. 10,  no. 4, pp. 21-30, 2023. Crossref, https://doi.org/10.14445/23939125/IJEMS-V10I4P103

Abstract:

Over the years, marketing conventions have frequently been changing. This change has resulted in different forms of marketing working more efficiently for certain tasks than others. Using AI or Influencers to market a brand's product has shown exponential growth by firms in the past 5 years. The present study analyses the consumer's preference towards different marketing mediums. Previous research shows brands shifting from conventional methods of marketing, such as through media forms, to innovative and efficient means of marketing, such as through the use of AI. In addition, marketers are now specifically being advised to integrate AI into their methods (Davenport, 2021). With such a rapid change in marketing trends, consumer preferences must be analyzed simultaneously. In this paper, a survey was carried out analyzing consumer preferences from 72 respondents with various questions. The data generated was used in the form of graphs and discussions. Even with the rising change in marketing trends, consumers tended towards conventional marketing methods, Possibly due to familiarity and comfort. This signifies that new marketing methods may not be as advanced and fine-tuned as needed. For instance, AI lacks emotional connection (el Kaliouby, 2020). Furthermore, in time with more R&D and fine-tuning, new marketing trends can become the standard.

Keywords:

Marketing, Artificial Intelligence, Influencers, Mainstream media, Future of Ads, AI marketing, Influencer marketing, Media marketing.

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