Marketing & Analytics

Emerging Issues in Marketing: This explores the theories and frameworks that drive decision-making in organizations today. The focus is on issues facing Directors and Managers in the changing business environment

(AI) Artificial Intelligence Marketing: AI Marketing (also referred to as Artificial Intelligence Marketing or AIM in many cases) is one of the most anticipated digital marketing breakthroughs in recent years. Together with big data and machine learning, AI will both revolutionize and optimize marketing through highly targeted, personalized consumer experiences.

AI solutions can take large amounts of consumer and market data, segment and analyze this data at a beyond-human level, and present findings back to marketers that enable intelligent campaigns and execution. With artificial intelligence solutions on their side, marketers can focus on high-impact strategy, content, and execution

Mobile Media Marketing: Today, more people than ever before are ditching their desktops for mobile browsing activities. With more and more e-commerce sales coming from mobile, the trend is only expected to rise.

Marketers are going to have to allocate a considerable amount of resources, time, and energy to mobile-focused strategies. This can be as simple as including mobile components across various marketing campaigns, or as complex as implementing geo-location ads across social platforms. Regardless of exactly what tactic, marketers should be focused on mobile as a rising trend.

Customer Data Integration Into Cloud Platforms: With marketing technology becoming more robust each year, marketers now have the ability to integrate and combine various solutions into singular cloud platforms. This provides digital marketers with a one-stop view into their campaigns, analytics, and workflows, as well as their store supplies, website content, and user functionality.

Combining these various tools enables marketers to automate processes, engage directly with consumers at point-of-sale, optimize campaigns, and analyze metrics – all in a single location.

Marketing Across Channels and Devices: As digital marketers have seen throughout 2016, consumers are now frequenting multiple channels and platforms, and this trend shows no signs of slowing down.

To take this trend to the next level in the new year, digital marketers should leverage the data and advanced technologies on hand to create highly targeted and personalized cross-channel campaigns. These campaigns will also need to extend across various devices, and not just desktop and mobile. The rise of tablets, virtual reality (VR), and even gaming consoles as consumer buying tools should not be ignored.

Social Media

There has been plenty of buzz about social media and marketing, and rightly so – brands have to invest serious time and resources in social strategies in 2017. With more social media outlets than ever before, consumers will have their attention stretched to the absolute limits.

Digital marketers can use this to their advantage, however, by building and scaling a robust social presence to interact, communicate, and engage with consumers. For savvy digital marketers, social media can actually present an opportunity to leverage consumer relationships and turn them into revenue.

Reporting on Metrics

Digital marketers must track, measure, and report on metrics, no matter how small or insignificant they seem. These insights help marketing teams understand and target specific audiences, grade campaign performance, and shape marketing strategy.

Without data-driven insights behind decisions, marketers can’t be 100% confident in processes. Detailed dashboards also help digital marketers determine fresh audiences, campaigns, and strategies to move the brand forward.

Virtual Reality Marketing

VRM can connect travelers to the places they’re most interested in and introduce them to the main attractions, hidden gems, and culture that make your destination special. Immersive virtual content inspires exploration and sparks curiosity about lands distant and exotic, turning inquisitive travelers into booked visitors.

a- Brand Marketing

Few things evoke an emotional response and connection like interactive virtual reality marketing. Leverage that immersive experience to deliver your brand message with the most engaging, interactive medium and leave an indelible memory in the minds of your audience.

b-Higher Education

School and university admissions departments are tasked with reaching enrollment goals. Use an interactive virtual campus tour to share your school with domestic and international students. Immerse them in life at your school or university, and increase physical campus visits, yield rate, and conversions.

c-Hotels

Interactive virtual reality showcases your property, inviting guests, business travelers and event planners and attendees to explore and familiarize themselves with what makes your hotel unique. With a VR tour on your website, you can keep your audience engaged in your funnel and booking through your platform, so you can stop paying commissions to third-party travel sites.

d-Corporate Recruitment

Show candidates your company’s culture and that you’re focused on the future with an interactive VR recruiting experience. Using VR to share a day in the life at your company will help your human resources team better qualify recruitment leads, saving time and money across the hiring process.

e-Commerce

Transport consumers to your store and let them shop from anywhere in the world using interactive virtual reality. Our virtual reality software and technology support credit card purchases in VR, so consumers can make purchases in a seamless experience they’ll be eager to repeat.

Final Thoughts

Digital marketing and analytics trends will focus on leveraging technology and data to help execute on highly targeted campaigns.

Using Analytics for Competitive Advantage

Explore the emerging use of analytics in organizations. Through exploration of the available tools, models, and how analytics can be used for competitive advantage.

Analytic Foundation for Leaders

This addresses the foundations of data mining. This area provides tools and techniques to determine whether data is appropriate for analysis. The interaction with a multi-year integrated business case as a means of exploring applications of analytics.

Predictive Modeling

This chapter addresses predictive modeling techniques that leverage enterprise data to create a competitive advantage. Methods of creating and communicating predictive modeling solutions are also discussed.

Analysis of Existing Marketing Research

This area is designed to train in the conduct of a systematic literature review related to a research topic. Emphasis is placed on creating the structure for reading, analyzing, synthesizing, and organizing prior research necessary for drafting the first iteration.