| Issue |
E3S Web Conf.
Volume 483, 2024
The 3rd International Seminar of Science and Technology (ISST 2023)
|
|
|---|---|---|
| Article Number | 03014 | |
| Number of page(s) | 10 | |
| Section | Trends in Mathematics and Computer Science for Sustainable Living | |
| DOI | https://doi.org/10.1051/e3sconf/202448303014 | |
| Published online | 31 January 2024 | |
Unveiling the Potential of Artificial Intelligence in Digital Marketing for Universitas Terbuka
1 Universitas Terbuka, Mathematics Depatment, 15437 South Tangerang, Banten, Indonesia
2 Universitas Indonesia, Mathematics Department, 16424 Depok, West Java, Indonesia
3 Universitas Negeri Malang, Mathematics Education Department, 65145 Malang, East Java, Indonesia
4 Universitas Terbuka, Public Finance Department, 15437 South Tangerang, Banten, Indonesia
* Corresponding author: selly@ecampus.ut.ac.id
The rapid advancement of digital technology and artificial intelligence (AI) moving at an incredibly fast pace. AI have revolutionized various industries and the field of marketing is no exception. This study aims to explore the potential advantages of utilizing AI in the digital marketing strategies of Universitas Terbuka. The study explores the personalization, predictive analytics, sentiment analysis, segmentation and targeting using AI in digital marketing of Universitas Terbuka. Universitas Terbuka can gain valuable insights into student preferences, behaviours, trends to create digital marketing strategies efficiently. Based on the trends in Google search engine over a year, the peak of searched the most for Universitas Terbuka on Google were North Kalimantan, Bengkulu, Bangka Belitung, Papua, and East Kalimantan. The cities that searched the most for Universitas Terbuka on Google were Bontang, Tarakan, Pangkal Pinang, Cibinong, and Balikpapan. Embracing AI-driven approaches can enhance student engagement, improve marketing effectiveness, and ultimately fulfill the university’s mission of providing accessible and high-quality education to learners from all walks of life.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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