Adapt Deep Learning to Recognize Z-Generation Consumer Behavior to Strengthen the Effectiveness of Social Media Advertisement

Abstract

The world of marketing differed a lot after the spread of social networks that created more different models with the consumer and the target audience, and coincided with digital ads that became more powerful by their ability to measure and analyze data among consumers, brands and advertising agencies, and their compatibility with generation Z. Advertising revenue on social media in the first half of 2018 on an annual basis was $ 13.1 billion, and in 2019, it became $ 84 billion. Beyond spending on print ads (Zenith Media, 2020). Solo Facebook: $ 25.56 billion. An increase of 107% compared to 2016. (The Drum, 2020) Advertising spending is expected to increase dramatically in 2020 and global advertising spending will reach $ 605 billion, of which $ 110 billion is on digital advertising in the United States only, making the digital marketing landscape more competitive . At Corona pandemic, online shopping is multiplying This reflects the importance of digital advertising in the modern marketing mix, due to several key factors the growth of this sector, among them the huge and increasing demand, the ratios of adopting the solutions of the Internet and high mobile devices, the high youth population that uses the Internet significantly and smartly, and the large use of social networks, And cross-border e-commerce, and the increase in the number of entrepreneurs. Which made people more resistant to traditional forms of advertising as a result of being exposed to a large number of advertising messages every day, As well as the presence of many factors that lead to the inaccuracy of the questionnaire and opinion polls in a traditional way, such as the inability of the sample members to understand a number of questions due to the presence of strange words or poor formulation of the question. If the questionnaire is paper, a number of copies may be lost through the different transmission methods, so the researcher must provide a number of The most important factor affecting the results is the lack of seriousness of the participants in the questionnaire. Some people may neglect to answer a number of questions inadvertently or intentionally, along with many or long questionnaire questions. The respondent may feel bored and tired. With the possibility of some people understanding a number of questions in the wrong way, Thus, they may answer inaccurate answers which created a constant concern about the usefulness of advertising campaigns and their effectiveness? The characteristics of consumers change with the generation z, which requires advertisers and designers to evaluate their advertising methods to follow more effective marketing concepts that employ modern technology such as deep learning on understanding the consumer behavior of generation Z by advertising social networks, through a scientific system that enables multiple parties to work together to model the neural networks, taking advantage of the ability of optimization algorithms They are used in deep learning that builds on the origin of random gradient to help designers and companies understand not only consumer mindset but also analyze their feelings about brands, and improve their design and promotional tools.