Milestone 1

Group Y138:
● Matthew Baginski
● Ravi Chennappan
● Chaitali Dutta
● Channing Holtman
● Simone Pensabene
● Lucious Wilson

1. Identify a digital marketing concept that is not discussed in the Marketing in a Digital
World course.

Artificial Intelligence driven Social Media Marketing

Social Media Marketing has already proven to be a powerful tool that allows
businesses to connect with target audiences, communicate with them and promote
products. With the ever growing consumer data, Artificial Intelligence can be leveraged
for unlocking the tremendous marketing potential of this data for strategic promotion of
products and services. From job recommendations on LinkedIn to predictive and
targeted promotion content in Facebook are all made possible by AI based Machine
Learning algorithms running on consumer data. Studies predict that by 2023, AI driven
social media marketing will reach USD 2.2 billion. [Ref-1]

[Ref-1] AI in Social Media Market by Technology (Deep Learning & Machine

Learning, and NLP), Application (Sales & Marketing, Customer Experience
Management, and Predictive Risk Assessment), Component, Enterprise Size,
End-User, and Region - Global Forecast to 2023.
https://www.marketsandmarkets.com/Market-Reports/ai-in-social-media-market
-92119289.html

2. Identify which of the Four P’s (Product, Promotion, Placement, or Price) the digital
marketing concept belongs to. Please pick one. 

Artificial Intelligence driven Social Media Marketing essentially deals with optimized
Promotion of services and products to potential customers

3. Briefly explain the big idea (i.e., what this concept is about and why it matters)
underlying this concept
Social media has become an integral part of most consumers’ daily lives, and as per the
global market and consumer behaviour dynamics, that isn’t changing any time soon.
Social Media has proven to be a powerful tool that allows businesses to connect with
target audiences, communicate with them, and provide information about services,
products, and the company itself. Building relationships with them in this manner and
keeping in touch with them is a great way to expand customer base, retain existing
customers and boost brand reputation- all are crucial aspects of digital marketing
success.

Some statistics related to number of active users of different social media platforms:

Facebook Twitter Instagram Youtube

Users 1.85 billion 192 million 500 million

Daily active Daily active Daily active

2.80 billion 350 million 1 billion 2 billion

Monthly active Monthly active Monthly active Monthly active

Audience Generation X and Primarily Primarily Millennials,

millennials millennials millennials closely followed
by Generation Z

Industry Impact B2C B2B and B2C B2C B2C

Given the enormous extent of customer segment presence as described above, these
social platforms generate huge volumes of data in terms of text, video, voice, and
location, which are rich in providing valuable information. Enterprises have a lucrative
opportunity to use this information for enhancing their business models and gaining a
competitive advantage. This is where Artificial Intelligence comes into play.

With tools like Machine Learning for predictive analytics, Image recognition for
retrieving customer preferences based on shared images, Natural Language Processing
based Chatbots which can communicate with a large volume of customers and
Automated content creation, the enormous power of Artificial Intelligence can be
harnessed to enhance customer experience like never before. AI driven Social Media
Marketing is a pivotal concept which is radically transforming the digital marketing
landscape.