A Framework for Realizing Digital Marketing Excellence Using the Natural Language Processing Technology: From Principles to Performance Evaluation

Abstract: The increasing importance and proliferation of data has provided a unique opportunity and a new lens to study human communication in many business and marketing applications. Developments in the field of digital marketing have changed dramatically due to the use of artificial intelligence and natural language processing. The use of natural language processing (NLP) in digital marketing significantly enhances various aspects of marketing strategies by automating and optimizing communication and content creation, among other things. This article examines the intersection of natural language processing and digital marketing and shows how NLP technologies can increase the effectiveness of marketing strategies. In this paper, a framework and research roadmap for promising applications of NLP in digital marketing is presented to help interested researchers explore opportunities related to NLP in marketing. This framework addresses various applications of NLP in marketing, including sentiment analysis, personality profiling, and chatbots based on the precise determination of inputs and outputs. Also, two categories of key criteria are provided to evaluate performance and strategies and make changes and improve performance by understanding customers' reactions and making quick optimal decisions. Finally, challenges and potential future developments in this field are discussed, and in a vision for the future of NLP in digital marketing, approaches based on pre-trained linguistic models, and transfer learning for new tasks such as automatic text generation and multimodal representation learning is covered.