Abstract
The history of communication models' evolution has seen incredible progress, from the first classic model which underlined just the fundamentals of communication (sender, receiver, message, and media) to recent models which have been able to integrate other interesting parameters closely related to human behavior, communication platforms, specificities of the communicators' environment, etc. This chapter will aim to develop a new theoretical model of global marketing communication based on artificial intelligence. This proposed model will integrate new elements necessary to be able to meet the requirements of customer relationship management (CRM) and those of sustainable development. For example, the new model will have to open up to global customers in order to satisfy them and will also have to take into consideration the constraints of sustainable development (environment, human factor, etc.) in relation to the product and/or the brand marketed to show how conscious and responsible the company is.
TopThe literature on communication models is very rich. For this reason, we limit ourselves to presenting an overview of a few, just to have an idea of their evolution and to be able to situate our proposed approach in the field.
On the one hand we will present some classic communication models which underline the fundamentals of communication (transmitter, receiver, message and channel), and on the other hand, we will present some modern communication models which integrate other interesting parameters closely related to MC.
Key Terms in this Chapter
Marketing Communication (MC): A set of techniques and tools used by the company to communicate with its audience, about its offers, news, etc.
Sustainable Development: Development that makes better use of resources to meet the needs of present and future generations.
Modeling: An effective technique for easily understanding the composition and functioning of the environments we wish to study.
Artificial Intelligence (AI): A set of techniques aimed at developing programs that imitate human intelligence at the level of analysis, prediction, etc.
Digital Interface: A channel used by communicators (company-client), to share their messages. It can be web or mobile applications.
Communication: A process to transmit information from one communicator to another, through channels.
Customer Relationship Management (CRM): A process which aims to create good relationships with customers, through their knowledge, listening, identification, services, etc.