Professional Master of Business Administration

Marketing Innovation Module:

Assignment Question (45 marks).
Lecturer: Puguan Singh 1/4/2023

Digital marketing is not going to be the same for this year 2023, rather
it is going to be more digitally advanced, with many trends and
innovations that are innovatively interesting, that will surely affect the
marketing strategy. Identify, what are those digital marketing trends
and innovations recommended for your organization (45Marks)

Pemasaran digital tidak akan sama untuk tahun 2023 ini, sebaliknya ia akan menjadi lebih maju secara
digital, dengan banyak trend dan inovasi yang menarik secara inovatif, yang pasti akan menjejaskan
strategi pemasaran. Kenal pasti, apakah trend dan inovasi pemasaran digital yang disyorkan untuk
organisasi anda (45 Markah)

Proposed and Recommended Guidelines

Introduction
Start up with covid 19 pandemic and with a bigger push for digital marketing and its effect on
the Sales and marketing aspect of the country. How to create innovations and what are your
recommendations plus some of the following innovations listed below as samples.

Artificial Intelligence (AI)

AI can analyze consumer search patterns and behaviors, use data from social media platforms
and help business understand how costumers find any products or services. So, we can say that
very soon AI will be the driving force behind many services & we can already see them
implemented in these areas:
 Basic communication
 Product recommendations
 Email personalization
 eCommerce Transactions
One of the best examples of AI is a Facebook messenger bot created by Mastercard. It
deciphers what customer wants and responds to their queries like a real person. Read the
messages exchanged between the consumer and the chatbot.
Optimize your business with Voice Search for Conversions
Optimizing your business website for voice search is a great way for your brand exposure, but
how is it going to convert into sales? We know one such solutions that is simple and easy to
implement that is identify the app used.
We all know that these days, devices like Google Home and Alexa have become popular and
gradually it is taking place in everyone’s home or offices, work with these types of devices so
people can buy from your website using the voice search.
Simply upload your menu items or product catalogue to Jetson’s dashboard and start reaching
new customers that are looking to conveniently transact. This is interesting for industries like
restaurants, retails, and hospitality.
Chatbots to take off drastically
Chatbots are going to be an important asset in digital marketing. Moreover, the AI based
chatbots use the instant messaging feature to chat with the customers in real time day or night.
Many customers prefer interacting with a chatbot as they are 24/7 available and it accurately
recalls your entire purchase history and never lose patients most importantly.
Unique Selling Proposition (USP) will almost be non-existent
With your business you may have various USPs like cost structure, advanced technology &
features or even a marketing advantage. But over the years we feel that business USPs are
slowly disappearing.
It’s easy for anyone to copy these days. So, something could work right now, but won’t last
forever. So how your business will be stronger than your competitors?
Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to
amplify your brand message to a larger market. 63% of consumers trust influencers’ opinions of
products much more than what brands say about themselves.
If your business is local (in areas of interest as well as geographically), the business growth
tendency towards 2022 will be focusing collaborating with local influencers.
Social Messaging Apps
Since people are spending more time messaging each other, it makes complete sense to market
your products through these medium where your customers are hanging out most of the time.
These messaging apps are helpful in sending messages to customers as they allow
personalization and can add value to the user experience. Here are some benefits:
 Boost sales
 Involve people in events
 Cultivate contact
  Regain potential customers
 Deliver information directly to the targeted people
 Provide support and assistance

Micro-Moments is the new battlegrounds for brands

In 2022 and beyond, customer journey will be more dynamic and even unpredictable as it
needs to respond to rapid changes in consumer desires. For businesses that seek immediate
sales should greatly focus on high intent keywords with ready to buy moments.
A micro-moment is an intent rich moment when, customers have different intentions: to do, to
learn, to go, to buy, etc. Now this is called a customer intent. People generally make instant
decisions
Social media stories
 Using polls with Instagram stories
 Give live video a try when creating stories
 Invite followers to explore more with clear call-to-actions
 Add location tags
 Add mention for other brands or your fans
There are clearly certain benefits with social media stories such as increased brand awareness,
constant engagement, quick way to announce something to your fans and increased traffic to
your website.
Browser Push Notifications
Browser push notifications are on the rise with 85% of online stores and a wide range of other
e-commerce operations using in their business. So, who else uses the push notifications?
The updates to the GDPR (General Data Protection Regulations) and stricter filters have dented
the potency of email marketing. Moreover, the younger audience favors other methods of
communication and prefers to deal with less touchpoints when engaging brands.
Surveys say that more and more brands will be adopting browser push notifications in 2020
because they are more sophisticated and personalized. In fact, browser push notifications
increase conversions with 54% of conversion rate from a segmented push notification
compared to only 15% for broadcast messages. Use referencing
Shoppable Post and Social Commerce
Both, social media and eCommerce are growing at a very alarming rate and it is no wonder that
marketers are using the two together to increase sales opportunities.
It is believed that this type of promotions of products will reduce the risk of purchase abandon
because they don’t have to leave or switch the app or sign into an unknown store.
Instagram reports that the platform has 1 billion users, and 90% of them already follow active
shopping brands, with many visiting these profiles daily.
More creative, deep, and personalized content marketing
Highly focused and personalized content will be the next big thing in digital marketing strategy
for the year 2023 Consumer has begun asking for more in-depth material. It is known that your
single message for all doesn’t fit every single one of your visitors. But through personalization,
you can convert more of your visitors into customers.
A basic example of this is Amazon. When you go to Amazon website or app, they know your
search patterns or what you typically buy so they show you what they think you want to see to
boost
Marketing is going to become a game of personalization in coming year. This effort will drive
the consumer through the sales funnel more efficiently, increasing the strategy’s conversion
rate.
Augmented Reality (AR) & Immersive Technologies
AR is much more implementable from marketing point of view. Experts predicts that AR will
outpace VR in terms of market share. The main objective of AR in marketing will be to achieve
increased brand awareness, greater customer engagement, and higher perceived value.
Having an interesting AR application that gives users a memorable experience helps in creating
a buzz for your brand. Therefore, brands are increasingly using this technology to enhance the
consumer experience and increase sales. Include some examples
A simple example is the IKEA Place app which allows you to take the photo of your room from
your phone and lets you test their furniture by virtually placing it over. You can move around
the furniture around to check how it looks.
Growth of Geo-Fencing
Of course location based marketing is not a new thing but we expect a huge rise in the use of
geo-fencing with a growth of $2.4 billion by 2023.
Not only is geo-fencing cheap and relatively easy to implement, but it’s also very effective for
local businesses. You can add more specific targeting layers to local online marketing
campaigns, which ultimately boosts campaign performance. For local businesses, the more
locally targeted your message is, the better it’s going to perform when your customers are
local.
It allows real time targeting based on users’ location. For example, within a mile of a restaurant
and when a user enters or leaves this area, they receive a push notification, text message or any
form of marketing communication.
Marketing Automation
Marketing automation promises big things; more leads, conversions, and sales, all with less
work. For marketing professionals, automation offers an exciting opportunity for greater
efficiency, cost reduction, and an enhanced customer experience.

By 2022, businesses worldwide will be using AI in at least one of their sales process. Businesses
can use automation and AI to:
 Upsell and Cross Sell to Customers
 Automatically suggests content to visitors to increase their sessions on website
 Identify hot leads
 Improve customer retention
 Deliver personalized website experience
 Target customers across different channels
 Cost & time saving

Position Zero in SERP (search engine results pages)

We have seen a great increase in voice search for the past couple of years. It has changed the
way search engine optimization works. One of the most notable changes is the “featured
snippets” which appears above the search results (i.e. SERP), called “position zero”,
Website Security
Any visitor landing on a website, the very first thing that comes to their mind in seconds is
about the security. If they don’t feel safe on your website, they won’t hang around and will just
bounce back. And high bounce rate is a nightmare for any online business as you will slide down
in SERPs when Google realizes that people don’t want to stay on your website.
Conclusion and Further comments
definitive digital marketing guide for 2020 with these 15 most important digital marketing
trends and innovation. For anyone in the digital marketing, change is an integral part. It is must
that you keep on looking ahead and embrace the latest digital marketing trends and
technologies to gain an edge over your competitors.
Add in your personal comments in concluding and some future insights of what will happen in
your organization after these changes are enforced.

References from websites used

End of Assignment