SCOPE OF DIGITAL

MARKETING

SUBMITTED BY:

PRATYUSH SAMANTARAY-18020322

PANKAJ KUMAR AGARWAL-18020

ERA AGARWAL-18020

MUSKAN CHHATTANI-

KANIKA HOODA-

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 A Report on

SCOPE OF DIGITAL MARKETIG

Submitted to

Prof. Janardan Krishna Yadav

In partial fulfillment of the requirement of the Digital Marketing Course

By

Pratyush Samantaray

Pankaj Kumar Agarwal

Muskan Chhattani

Era Agarwal

Kanika Hooda

MBA 2018

On 25 Sep, 2019

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 Letter of Transmittal

Sep 25, 2019

Prof. Janardan Krishna Yadav,

Assistant Professor,
Jindal Global Business School,
OP Jindal Global University,
Sonipat Narela Road,
Sonipat, Haryana-131001

Dear Sir,

Subject: Academic Project Report on “Scope of Digital Marketing”

With due regard we, the students of MBA-1, are submitting our VAC academic project report on
“Issues faced by the medical employees and JGU students at the campus health centre”.
According to your guidance provided during the classroom sessions, we have endeavored to
prepare this report after going through the case and carefully scrutinizing the relevant
information. The report contains the relevant facts in Introduction, Objective, Methodology,
Findings and Recommendations.

Kindly evaluate the same.

We would be thankful for your advice on the report.

Regards,

Group-09,
MBA-2018.

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 Index
Sl. No. Particular Page No.

1. Introduction 1

2. Objective 1

3. Methodology 1

4. Findings 5

5. Recommendations 7

6. Conclusion 8

7. Appendix 10

List of Exhibits
1. Exhibit 1-Sample Data of the Interviewees in the First Phase Page- 3
2. Exhibit 1-Sample Data of the Interviewees in the Second Phase Page- 4

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 ARTIFICIAL INTELLIGENCE
Artificial Intelligence is technology that is meant to imitate human psychology and intelligence.

WHAT IS ARTIFICIAL INTELLIGENCE MARKETING?

Artificial intelligence marketing (AI Marketing) is a method of leveraging customer data and AI
concepts like machine learning to anticipate your customer’s next move and improve the
customer journey.

The evolution of big data and advanced analytic solutions have made it possible for marketers to
build a clearer and bigger picture of their target audiences than ever before; and in this era of
advancement lies artificial intelligence (AI) marketing. Having info of big data insights, digital
marketers can greatly boost their campaigns’ performance and Return on Investment, all of
which can be achieved with no extra effort on the marketer’s part.

CORE BENEFITS OF AI MARKETING

More Intelligent Searches:-

As advanced technology solutions grow smarter and smarter, it’s important to remember that
audiences and customers are becoming smarter as well. Thanks to social media and rapid-fire
search engines, people find what they are searching for faster than ever before. AI and big data
solutions can actually analyze these search patterns and help marketers identify key areas where
they should focus their efforts for long run success.

Smarter Ads:-

Marketers are already dipping their hands into smarter ads, with account-based marketing
solutions and results, but AI helps teams take this to next step for truly insightful analysis. With a
new abundance of data available in market, online ads can become smarter and more effective
these days. AI solutions can dig deep into keyword searches, social profiles, and other online
data for human-level results.

Refined Content Delivery:-

With AI, marketers can take data and targeting to a whole another level. Audience analytics can
go past the typical demographic and geographic level, to understand people on an individual
basis. Now, marketers can use AI to both identify potential clients or customers, and deliver the
ideal content that’s most relevant for them. With big data, machine learning, and AI combined,
there is little that a savvy marketer can’t achieve.

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Relying on Bots:-

Customer service and retention is another area where AI will help play a huge role in the future.
Chat functions and other direct-to-consumer engagement avenues will be run by AI bots soon.
Many companies can save employee time and expenditures with these actions. AI bots also have
access to entire data on internet, information, and search histories, making them much more
efficient than their human counterparts in the market.

Continued Learning:-

Not only can Artificial Intelligence be used to uncover once-hidden insights of the market, it can
actually be used to learn to incorporate previously uncovered insights into new campaigns,
optimizing outreach to target only the most relevant customers. Over time, these AI solutions
will become even more intelligent, effectively eliminating waste, greatly increasing conversions,
and promoting real-time decision-making for companies.

APPLICATIONS OF AI

Artificial Intelligence in Content Generation and Curation:-

This refers to content that is direct, non-opinionated and has clear facts and data. An AI writing
program can draft content on an upcoming event, financial report, or some other market trends.
However, it cannot write a post or opinionated article about the current political scenario or how
to handle heartbreaks. Some of the examples of content generating AI programs are Wordsmith,
Contentop, Articolo, and WordAi. Content curation means showing customers relevant content
to engage them for better experience. For example, displaying blogs related to their recently-read
articles, suggestions based on recent purchased items and the movie recommendations by Netflix
on basis of previously watched movies.

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Artificial Intelligence in Voice and Text Recognition:-

AI lets users talk into the device and get the relevant information they need. Voice recognition
technology is an AI innovation that is widely-used and very popular among customers; more
programs and software are being developed to increase its functionality in the industry. Text
recognition means typing text into a text box and getting results or being able to communicate
with other people, popularly also known as a chatbot. Some famous examples of speech and text
recognition are Google Assistant, Amazon Echo, Facebook Messenger, and Google Hangouts
Messenger etc.

Artificial Intelligence in Personalized Marketing:-

Brands are moving over curate suggestions to connect with their customers on a deeper level.
Simply showing ads based on predictive analysis is not enough Understanding from where a user
is coming emotionally, based on their earlier conversations with the brand, helps formulate a
better response by them. It also helps for future recommendations and suggestions to be more
personalized and close to their needs.

Artificial Intelligence in Understanding User Behavior:-

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Users leave traces of their internet usage in the form of cookies and cyber footprints on web. AI
helps websites track user preferences and even search history to understand their behavior and
pattern of the search. This enables websites to understand what a particular user likes, wants, and
will look for – in order to provide more personalized suggestions.

Artificial Intelligence in Optimizing Sales:-

An understanding of user behavior is important to optimize sales and make the entire process
effective and efficient. Sales executives perform tasks right from research to targeting potential
customers and requirements, understanding customer behavior and then pitching the right way to
obtain conversions. All this can be done easily by using AI, where algorithms filter leads to
saving time and efforts that are best utilized somewhere else.

FUTURE OF AI

AI will help companies build a corporate culture more customers oriented, and help the CMOs to
optimize marketing goals such as customization, personalization, understanding customer

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behavior and needs to customize the engagement and pitching process, making more accurate
predictive analysis, and saving time and effort on finding and converting leads. In a nutshell, it
will help companies save time, costs, optimize budgets, make tasks more streamlined for
employee, reduce time by automating sales process, and personalize the user experience across
the entire buying cycle.

VIRTUAL REALITY
Virtual Reality (VR) is the use of computer technology to create a simulated environment.

How does VR technology involved in marketing?

VR solves huge problems marketers have around engagement and awareness for the following
reasons:
● Immersive:– users wearing a headset are completely immersed in the content meaning fewer
distractions and more attention on the message.
● Impactful:– the intensity of a VR experience is greater than traditional media generating
strong emotions in its users which are linked to real behaviour change.
● Memorable: - our brains are built to remember events linked to locations, this means that VR
experiences have a longer trace in the audience’s memory.
● Novel: - High media and public interest in VR early adopters can benefit from favourable
media exposure.

COCA COLA CASE STUDY

Last Christmas, Coca Cola created a virtual reality sleigh ride. Using Oculus Rift, thousands of
people all over Poland were immersed in this virtual world and were Santa Claus for a day! It is
like a roller coaster ride, but you are Santa Claus flying over the country and into different
villages. Coca-Cola is a major brand and they’ve been experimenting with Virtual Reality for
quite a while now. Coca-Cola is always striving to be new and fresh and this was a perfect
opportunity for them. This sleigh ride was a great way to show their modern brand using VR. It
introduced people in Poland to virtual reality and help them better experience the joy of
Christmas.

Impact of the VR campaigns:-

• VR provides closest experience of a product or place without even being there

• Far reaching and better viral responses

• The experience was initially restricted to stores but now can be accessed at home on
phone too

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 • Emotional and more satisfying experience

• Demonstrates in a better way the products functionality. For example, Volvo

• Makes the customer envision the future as in the case of Marriott hotels

BIG DATA
Big data is a large and varied set of data to find the hidden patterns, market trends, unknown
correlations, customer preferences and other relevant information useful to the business. It helps
to optimize the production quality, improve services and save energy. It enables to take decisions
on the basis of real time. Management of enterprise through big data is going to be more accurate
and it will be easier to take strategic decisions.

In digital marketing field, it plays a crucial role. A large set of data is being analyzed and certain
conclusions are being made to show the ongoing activities of the company. It has changed the
way in which enterprises used to evaluate their consumer’s behavior. Along with the analysis of
past trends, it provides the vision for the future consumer behavior and very large no. of
opportunities for the enterprise. Through this type of predictive analysis, marketers are being
able to get the insights of customer base and predict the future demand flow. It helps in planning
of how to successfully engage the customers by using the big data from their database to achieve
accuracy in the forecasting of demand flow, optimum fleet utilization and get benefits. In the
present scenario, 44% of the marketers are using big data to increase their effectiveness. By
combining big data with an integrated marketing management strategy, marketing organizations
can make a substantial impact in these three key areas:

 Customer Engagement:- Big data can deliver insight into not just who the customers
are, but where they are, what they want, how they want to be contacted and when. This
enables the company to reach their customers in a large scale and increase the customer
base.
 Customer retention and loyalty:- Big data can help to discover what influences
customer loyalty and what keeps them coming back again and again. By continuously
monitoring the customer buying patterns, customer preferences through the large set of
data analysis, customers are bonded with the company through brand loyalty.
 Marketing optimization/performance:- With big data, an enterprise can determine the
optimal marketing spend across multiple channels, as well as continuously optimize
marketing programs through testing, measurement and analysis.
Big data is being adopted by many big companies in order to be the leaders in their respective
domains. Such examples are mentioned below:

LinkedIn:- It is a social networking site with business orientation. It was founded in the year
2002 and launched in the year 2003. It is majorly used as a professional networking site. It uses
big data to provide offerings like “people you may know”, “Jobs that you are interested in”,

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“who has viewed your profile” etc. Through big data analytics, it is being able to deliver such
complex offerings through analysis of large set of structured and unstructured data.

Google:- Google constantly introduces new products and services by the process of continuous
innovation through use of big data algorithms. Google uses big data in ad serving and core
search algorithm. It also introduced self-driving cars through big data applications.

Amazon:- World’s largest e-commerce company, Amazon has its subsidiary Amazon Web
Service which provides cloud computing service platform on demand to government, companies
and individuals. In this integrated web service platform, it provides a wide scope to build,
develop and deploy the large set of big data application. In AWS, there is no requirement of
building the infrastructure and scale, procuring hardware system to focus on the resources
through uncovering the new insights.

INTERNET OF THINGS (IoT)

Internet of things (IOT) is a network of physical devices connected with each other through the
internet. Smartphones, laptops, tablets, computers, smart TVs, vehicles, smart home appliances,
door locks, and wearable devices such as smart watches, heart and blood pressure monitoring
could be the devices. Sensors and actuators are used by these devices to gather and exchange
data from their environments through the Internet with each other.

Sensors gather information from the electronic devices and upload it on the internet and share it
with each other. This process is known as Machine 2 Machine (M2M) communication. The term
Internet of things was coined by Kevin Ashton of Procter & Gamble in 1999.

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Some interesting statistics about the Internet of things

According to Cisco, 50 billion devices will be connected to the internet by 2020.

According to IDC, by 2020 the worldwide IoT market will grow to $7.1 trillion.

According to Gartner, by 2020, 250k vehicles will be connected to the internet.

Every single person will create 1.7 MB of data every second, by 2020.

According to Frost and Sullivan each person is likely to have an average of 5.1 connected
devices, by 2020.

How IoT helps in digital marketing?

IoT devices not only help to exchange data, but also help to collect and create a customer
database, which is very significant in this digital era. It is thus said “Data is King”.

By taking help of the customer database, digital marketers can get better marketing insights and
create more accurate digital marketing strategies.

How IOT works?

IoT works with the help of its 4 major components:

Sensors

Gateway

Cloud / Big data

User Interface

Sensors

Collecting information is the first step of IOT workflow. Sensors are continuously gathering data
from their surrounding or object under measurement. Mobile phones, wearables, and cars also
have lots of sensors that gather data. A sensor can measure a physical phenomenon like pressure,
sound, heat, etc, and converts them into a digital representation.

Common sensors are,

GPS trackers

Temperature sensors

Humidity sensors

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Pressure sensors

Moisture sensors

Smoke sensors

Radio frequency identification tags

IR sensors

Wireless networks like Wi-Fi, Bluetooth, and Zig bee are used by modern smart devices and
sensors to stay connected.

Gateway

A Gateway is like a bridge that connects IOT devices with a cloud. The IoT gateway is the most
important element in the IOT ecosystem. They gather the data from IoT sensors and transmit
them to the cloud, and it also receives information from the cloud and transfers it to the devices.

Cloud / Big data

Internet of things generates a large amount of data. Activities like data analysis and storage take
place in the cloud infrastructure. Cloud is said to be the brain of IOT. The analysis comprises of
interpreting raw data to determine which is useful and then provides that information to the end
user. This data is valuable for a predictive analytics model.

User Interface

The last step is delivering useful information to the end user, and that is the visible part of IOT.
End-user may be an industrial user or another device, that is in M2M workflow. Raw data
transform into insights, and it displays metrics, charts and indicators. Mobile apps act as an
interface to monitor and control smart devices.

Role of Internet of things in Digital marketing

Product development:-

With the help of IoT, digital marketers can understand, what are the customers’ expectations
from their brands, that will help to enhance their product quality.

Internet of things not only helps to improve the product quality, but it also helps to forecast the
demand and planning for new products. Analyzing data from IoT devices will help organizations
to make better and faster decisions.

Analyse customer’s buying behavior:-

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IoT assists digital marketers to understand the buying behaviour of their customers from start to
end, and it will give a clear picture of where the customer is in their buying journey.

It also helps to assess the needs of the customer, purchasing pattern, what trends affect the
buying pattern of consumer and location that allows marketers to customize the products
accordingly. IoT can give more accurate information about consumer’s preferences.

Big Data

Smart devices allow marketers to collect lots of data about consumers which can be used for
effective marketing campaigns. IoT devices can provide lots of data with the help of sensors
about consumers than traditional research. It is estimated that by 2020, approximately 44
zettabytes of customer data will be generated.

Big data provides more accurate insights that will assist marketers to reduce risk and increase the
opportunities.

Customer analysis

With the help of smart devices, it is possible to read your consumer’s mind. Smart devices
provide a large amount of data which will give in depth and key insights about customers.

Data from smart devices is sued to get an understanding of the everyday lifestyle of your
consumers. It permits digital marketers to promote their products based upon collected data.

Data tracking

Data tracking from IoT devices will assist marketers to predict when a customer is in need of a
particular product or services. It is also used for timing of sales and the real-time customer
insights helps marketers to boost sales.

Better Personalization

Personalization is an impactful way to reach and engage your audience. IOT assists marketers to
connect with their customers on a real-time basis. It assists to target the audience more
accurately, and it enhances the effectiveness of the marketing campaign. IOT allows you to
collect a variety of information about your customers which will help you to identify what kind
of campaign should engage your customers. Based on the gathered data, marketers can provide
the optimal message at the right moment to finish the buying journey. It helps marketers to make
more relevant Ads as well.

Marketing automation

Normally marketers spend significant amount of time, and effort to collect customer data. But
IoT assists marketers to save time on collecting and analyzing data.

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Customer satisfaction

In today’s digital era, everyone wants the fastest customer service, and it is of utmost importance
to every marketer. With the help of real-time data, marketers can be very quick in responding to
their customers.

More connectivity

Any of the smart devices can be used as a channel in order to connect with your customers, in
IoT. And thus, every smart product will help marketers to connect with their customers, and that
results into more customer engagement.

BRANDS USING IoT IN DIGITAL MARKETING

Some of the brands using IoT in Digital marketing actions are:

• Heineken
• Castle Lite
• Allen Solly
• Pepe Jeans
• Nivea
• Kellogg’s

How did Heineken use IoT in a Digital Marketing action?

In 2013, Heineken wanted to increase the number of visitants to their beer brand museum in
Amsterdam, the “Heineken Experience”, with an action true to the brand identity and driven by
experiences. With that intention, Heineken kept GPS-enabled branded bottles around
Amsterdam city. These bottles were to be noticed and picked up by curious tourists who would
then start a treasure-hunt style tour through Amsterdam that would ultimately bring them to the
Heineken Experience.

How did it work?

When one of the GPS-enabled Heineken bottles was picked up, the accelerometer in it made it
activate and vibrate. After that, the cap glowed up and started spinning like a compass to guide
the tourist to the Heineken brewery.

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Heineken GPS Bottle breakdown – Mechanism

During all this time in his journey, the tourist was involved in a historic and cultural route
through Amsterdam by interacting with Heineken at every moment. This journey-like experience
gave the tourists incomparable, unique experiences that made available great branded content to
be crafted online by Heineken. This Heineken Experience marketing campaign leveraged IoT
through GPS connected bottles to occupied consumers in an improved cultural, historic journey
branded experience that lead to another branded experience as reward: a welcome and a visit to
the Heineken beer museum.

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