Data Analytics and AI for Influencer Marketing

Before the age of modern influencer marketing, most business organizations utilized traditional marketing where the marketing was made through the advertisement that came out from pop-up ads on websites, on the TV, and also the radio. However, this form of advertisement is no longer effective due to many potential customers simply ignoring the ad and clicking out of it or most of the time choosing to skip it. This kind of phenomenon is somehow blocking the growth of the advertisement. It is reported that one out of five people worldwide will set the ad blocking from their phones and this amount increases tremendously in the past year alone. People tend to dislike this kind of ads due to many reasons such as annoying, interruption to their focus, disturbance and many more. Thus, there is the demand for the new type of marketing universally. With more than billion active users, Instagram, one of the social media platforms, is the most popular social network in the world. Many users followed the trends to fully maximize their strengths and skills in becoming the internet celebrities which in turn found their way to make profit from their fame. This group is called an influencer. Influencer Marketing Hub is known as the people with the power of affecting the buying habits of customers through social media platforms and this kind of group was defined as influencer marketing as a brand working activities either to market the products or services through online as well as improving the brand reputation for the respective products. Influencers can be anyone in the world that has more creative freedom than celebrities to attract, introduce and influence the followers who are keen to see the platform in their free time to buy or view the products. These kinds of platforms like Instagram and Tiktok have their potential as informal and transparent ways of marketing. Meanwhile, data analytics has become an exclusively important tool for decision making especially in the 21th century. This includes businesses, organizations as well as individuals. With the good exploitation of advanced technology and increasing data availability has become authoritative for organizations to make data-driven decisions. The mass amounts of data generated in the modern era required versatile techniques for their analysis which where the data analytics play its role worldwide. Data analytics is the process to examine and transform raw data into meaningful and valuable information that can help with decision making. Businesses and organizations will rely on data analytics to understand their customers, competitors, and market trends and make decisions for the growth and sustainable operations. Nowadays, artificial intelligence (AI) was reported to become a part of a commercial entity for the entire world in the long term in future. The new trends in AI-driven automation can reflect the change in the AI landscape. This includes reconfigured ideas, interests and advertisements in the field of AI adoption by enterprise. This technology is very versatile as it can recognize the faces and objects which have various business applications. For security objectives, facial recognition can distinguish individuals while for the objects, it can be detected by image analysis. Thus, this kind of service can meet more customers’ preferences and facial recognition will allow the business owner to diagnose their customers’ moods which in turn can help with product recommendations and satisfaction. Therefore, this chapter aims to discuss in detail the actual role of data analytics and AI in marketing. The applications of each issue are also concerning. This includes ethics, privacy, security, and many more are discussed. Future recommendations for these platforms are also analyzed.