Living in the IT Era - Merged ITME PPTs PDF

LIVING IN THE IT ERA LESSON 1: INTRODUCTION TO INFORMATION TECHNOLOGY IN MARKETING POINT OF DISCUSSIONS: Basics of IT Digital Transformation in Marketing Role of IT in Customer Insights and Personalization LESSON 1: INTRODUCTION TO INFORMATION TECHNOLOGY IN MARKETING LEARNING...

LIVING IN THE IT ERA LESSON 1: INTRODUCTION TO INFORMATION TECHNOLOGY IN MARKETING POINT OF DISCUSSIONS: Basics of IT Digital Transformation in Marketing Role of IT in Customer Insights and Personalization LESSON 1: INTRODUCTION TO INFORMATION TECHNOLOGY IN MARKETING LEARNING OUTCOMES: Explain the fundamental concepts of IT and its applications in marketing. Describe the importance of digital transformation in modern businesses. WHAT IS INFORMATION TECHNOLOGY? Information Technology (IT) refers to the use of systems, devices, networks, and software to store, retrieve, process, and transmit information. It enables businesses to operate efficiently, make data- driven decisions, and communicate effectively in the digital age. The use of hardware, software, data, and networks to store, process, and transmit information. COMPONENTS OF INFORMATION TECHNOLOGY Hardware: Physical devices that store and process data. Examples in marketing: Computers for designing advertisements. Smartphones for managing social media campaigns. Servers that host e-commerce websites. COMPONENTS OF INFORMATION TECHNOLOGY Software: Programs and applications that run on hardware. Examples in marketing: Adobe Creative Suite for content creation. HubSpot for customer relationship management (CRM). Canva for graphic design. COMPONENTS OF INFORMATION TECHNOLOGY Data: Raw facts and figures that become meaningful when processed. Marketing application: Customer purchase history for personalized recommendations. Social media analytics for engagement strategies. COMPONENTS OF INFORMATION TECHNOLOGY Networks: Systems that connect devices for communication and data sharing. Examples: Wi-Fi enabling remote collaboration among marketing teams. Cloud-based platforms for real- time campaign tracking.  THE RELEVANCE OF IT IN TODAY’S MARKETING LANDSCAPE Why IT Matters in Marketing: Enables marketers to reach global audiences through digital platforms. Facilitates real-time decision-making using data analytics. Streamlines workflows through marketing automation. Examples: Hardware: Retail point-of-sale systems tracking purchases. Software: HubSpot for CRM and Salesforce for lead management. Networks: Using cloud platforms like Google Drive for team collaboration. Amazon: Uses IT systems to manage inventory, recommend products to customers, and personalize shopping experiences. DIGITAL TRANSFORMATION IN MARKETING The integration of digital technology into all areas of a business, fundamentally changing how businesses operate and deliver value. KEY DIGITAL TRANSFORMATION TRENDS: E-commerce Adoption: Shift from brick-and-mortar stores to online shopping platforms. Examples: Amazon, Shopify, Lazada. Social Media Marketing: Leveraging platforms like Facebook, Instagram, and TikTok for brand promotion. Use of social listening tools to monitor brand sentiment. Digital Analytics: Analyzing customer behavior to improve marketing strategies. Tools like Google Analytics and Tableau aid in visualizing trends and KPIs. BENEFITS OF DIGITAL TRANSFORMATION IN MARKETING: Enhanced Customer Targeting: Ads reach the right audience based on data. Cost Efficiency: Digital campaigns are less expensive than traditional media. Real-Time Engagement: Respond to customer queries instantly via chatbots. EXAMPLES OF DIGITAL TRANSFORMATION IN MARKETING E-commerce: Brands like Nike use IT to create seamless online shopping experiences, integrating AI for product recommendations and AR for virtual try-ons. Social Media: Coca-Cola uses IT to analyze social media campaigns, identifying what resonates with different demographics. Analytics and Personalization: Netflix customizes content recommendations by analyzing user preferences and viewing patterns. Starbucks: Digital loyalty program integrated with their app, using data to send personalized promotions and offers. FOUNDATIONAL IT TOOLS RESHAPING MARKETING Cloud Computing: Provides scalable storage and computing power. Marketing benefits: Collaboration on cloud-based platforms like Google Workspace. Hosting digital assets and campaigns on services like AWS and Azure. FOUNDATIONAL IT TOOLS RESHAPING MARKETING Artificial Intelligence (AI): AI-powered tools enable: Predictive analytics (forecasting trends). Chatbots for 24/7 customer support. Automated ad placement based on user behavior. Example: Sephora's AI-driven beauty advisor app for personalized product recommendations. FOUNDATIONAL IT TOOLS RESHAPING MARKETING Data Analytics: Analyzing data to uncover actionable insights. Tools: Google Analytics for website traffic. Power BI for visualizing marketing KPIs. Example: Spotify’s Wrapped campaign uses data analytics to showcase users' listening habits, driving engagement and brand loyalty. ROLE OF IT IN How IT Enables Marketers to Collect and Analyze Customer Data? CUSTOMER Information Technology (IT) plays a central role in helping marketers gather and process vast amounts of customer INSIGHTS AND data. Through advanced tools and systems, marketers can PERSONALIZATION gain actionable insights that lead to highly personalized marketing efforts. Data Collection: IT facilitates the collection of customer data from multiple sources: Websites: Track user behavior, click patterns, and purchase history. Social Media: Monitor likes, shares, comments, and sentiment. Customer Feedback: Surveys, reviews, and support interactions. Point-of-Sale (POS) Systems: Record transactional data in brick-and-mortar stores. Data Analysis: IT processes raw data into actionable insights using tools like data analytics platforms and artificial intelligence. These insights enable businesses to understand customer preferences, predict trends, and identify market opportunities. KEY IT TOOLS FOR CUSTOMER INSIGHTS Customer Relationship Management (CRM) Systems: Purpose: Centralize customer information to manage interactions, track leads, and improve customer retention. Examples: Salesforce, HubSpot, Zoho CRM. Benefits: Tracks customer journeys across various touchpoints. Helps segment customers for targeted marketing campaigns. Automates customer engagement through personalized emails. KEY IT TOOLS FOR CUSTOMER INSIGHTS Google Analytics: Purpose: Monitor website traffic, user behavior, and conversion rates. Key Features: Identifies high-performing pages. Tracks user demographics and interests. Measures the ROI of marketing campaigns. Social Listening Tools: Purpose: Monitor and analyze social media conversations about a brand or product. Examples: Hootsuite, Sprout Social, Brandwatch. Benefits: Understand public sentiment. Identify emerging trends and customer concerns. Engage with users proactively. THE CONCEPT OF PERSONALIZATION IN DIGITAL MARKETING Personalization involves tailoring marketing efforts to meet the specific needs, preferences, and behaviors of individual customers. IT enables personalization by leveraging data and advanced algorithms. Applications: 1. Tailored Ads: Use customer data to deliver relevant ads based on demographics, search history, and online behavior. Example: Facebook and Google Ads target users with interest-based campaigns. 2. Customized Email Marketing: Dynamic email content adapts based on customer preferences or actions. Example: E-commerce platforms like Shopify send abandoned cart reminders with personalized product suggestions. THE CONCEPT OF PERSONALIZATION IN DIGITAL MARKETING 3. Dynamic Website Content: Websites modify content in real-time based on user behavior. Example: Amazon’s homepage displays products relevant to a user’s browsing or purchase history. Benefits of Personalization: Enhances customer experience by showing relevant content. Increases conversion rates by targeting the right audience. Builds long-term loyalty through tailored interactions. EXAMPLES OF COMPANIES EXCELLING IN IT-DRIVEN PERSONALIZED MARKETING Amazon: Uses AI and data analytics to recommend products based on purchase history and browsing patterns. Implements dynamic pricing strategies to personalize shopping experiences. Netflix: Personalizes content recommendations using viewing history, ratings, and preferences. Suggests titles in real-time to maximize user engagement and satisfaction. EXAMPLES OF COMPANIES EXCELLING IN IT-DRIVEN PERSONALIZED MARKETING Spotify: Curates personalized playlists like Discover Weekly using customer listening habits. Sends personalized recommendations and promotions based on user activity. Starbucks: Uses a mobile app to track purchase history and preferences. Sends personalized offers and promotions through a loyalty rewards program. END OF LESSON 1 LIVING IN THE IT ERA LESSON 2: IT APPLICATIONS IN BUSINESS POINT OF DISCUSSIONS: Ecommerce Basics Digital Marketing Channels Social Media Platforms for Business E-commerce Data Analytics LESSON 2: IT APPLICATIONS IN BUSINESS LEARNING OUTCOMES: Identify key digital marketing channels and platforms. Utilize social media effectively for brand promotion. Understand IT applications in Business setting IT APPLICATIONS IN BUSINESS Information Technology (IT) has transformed marketing by enabling businesses to connect with target audiences efficiently. IT tools facilitate data-driven decision-making, enhance engagement, and optimize campaign performance. DIGITAL MARKETING AND E-COMMERCE PLATFORMS E-commerce refers to buying and selling goods or services through electronic platforms, primarily the internet. It has revolutionized traditional commerce by making transactions faster, easier, and accessible globally. DIGITAL MARKETING AND E-COMMERCE PLATFORMS Key Components: Online Storefronts: Websites or apps where customers browse and purchase products (e.g., Shopify, WooCommerce). Payment Gateways: Secure platforms for processing online payments (e.g., PayPal). Logistics and Fulfillment: Delivery and shipping systems integrated with online platforms (e.g., Amazon Fulfillment). Examples: Amazon: A global e-commerce giant offering products across multiple categories with seamless purchasing experiences. Shopee/Lazada: Popular platforms in Southeast Asia known for promotions like flash sales. DIGITAL MARKETING AND E-COMMERCE PLATFORMS Key Components: Key Benefits: Global reach. Lower operational costs. 24/7 availability. Challenges: Intense competition. Cybersecurity risks. DIGITAL MARKETING CHANNELS are platforms and methods businesses use to promote their products or services online. KEY CHANNELS: Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results. Example: A bakery in Quezon City uses SEO to appear in searches like “best cupcakes near me.” Pay-Per-Click (PPC) Advertising: Advertisers pay a fee each time their ad is clicked. Example: Google Ads campaigns targeting specific keywords like “affordable laptops.” KEY CHANNELS: Email Marketing: Sending targeted emails to engage and retain customers. Example: Lazada/Shopee emails about seasonal discounts. Content Marketing: Creating valuable content to attract an audience. Example: IKEA’s home design blog to inspire furniture purchases. ENTERPRISE RESOURCE PLANNING (ERP) SYSTEMS ERP systems integrate multiple business processes, including accounting, inventory, and human resources, into a unified platform. Examples: SAP: Used by large corporations to manage invoicing, inventory, and compliance. Example: A manufacturing firm uses SAP to automate inventory tracking and generate real-time financial reports. Oracle NetSuite: A cloud-based ERP system with strong accounting and financial reporting features. DEDICATED ACCOUNTING SOFTWARE Simplifies bookkeeping, invoicing, and tax preparation. Examples: QuickBooks: Offers features like expense tracking, invoicing, and payroll management. Example: A freelance graphic designer uses QuickBooks to manage project expenses and prepare tax filings. Xero: Cloud-based accounting software with seamless bank integration and invoicing features. CLOUD-BASED ACCOUNTING TOOLS Enable accountants to access financial data anytime, anywhere. Examples: FreshBooks: Ideal for service-oriented businesses, providing features like time tracking and project-based billing. Example: A consultancy uses FreshBooks to bill clients for hours worked and track project expenses. Zoho Books: Offers inventory management alongside standard accounting functions. AI AND AUTOMATION IN ACCOUNTING AI tools enhance accuracy and efficiency in tasks like auditing and fraud detection. Examples: AI-Powered Auditing: Deloitte one of the largest professional services firms globally, uses AI to automate parts of the audit process, detecting anomalies and reducing errors. Example: AI identifies duplicate expense claims in a company’s financial records. Predictive Analytics: Tools analyze historical data to forecast financial trends, aiding in strategic decision-making.  SOCIAL MEDIA PLATFORMS FOR BUSINESS Social media platforms allow businesses to connect with customers, promote products, and build brand loyalty. Popular Platforms: Facebook: Features: Ads, groups, and marketplaces. Example: A clothing brand running a “Shop Now” campaign via Facebook Ads. Instagram: Features: Visual content, stories, and influencer collaborations. Example: A café sharing aesthetically pleasing images of their menu items. TikTok: Features: Short-form videos and trends. Example: A beauty brand leveraging viral challenges to showcase products. LinkedIn: Features: B2B marketing, thought leadership posts. Example: A consulting firm sharing industry insights to attract clients. E-COMMERCE DATA ANALYTICS E-commerce data analytics involves tracking, analyzing, and interpreting data from online platforms to make informed decisions. KEY METRICS: Traffic Sources: Where visitors come from (organic search, ads, referrals). Conversion Rates: Percentage of visitors who complete desired actions (e.g., purchasing). Customer Lifetime Value (CLV): Total revenue expected from a customer over their lifetime. Cart Abandonment Rates: Percentage of users who add items to their cart but don’t complete purchases. TOOLS: Google Analytics: Tracks website traffic and user behavior. Shopify Analytics: Provides sales reports and customer insights. Power BI/Tableau: Visualizes data for decision- making. Examples: Amazon uses predictive analytics to suggest products based on customer preferences. Zalora tracks user behavior to improve website navigation and boost sales. VERSE OF THE DAY: "Whatever you do, work at it with all your heart, as working for the Lord, not for human masters, since you know that you will receive an inheritance from the Lord as a reward. It is the Lord Christ you are serving." - Colossians 3:23-24 END OF LESSON 2 LIVING IN THE IT ERA LESSON 3-4: DATA ANALYTICS FOR BUSINESS AND CRM SYSTEMS POINT OF DISCUSSIONS: Basics of Data Analytics Customer Behavior Analysis Using Google Analytics Predictive Analytics in Marketing Basics of CRM CRM Tools (e.g., Salesforce) Personalization through CRM Using CRM for Customer Retention LESSON 3-4: DATA ANALYTICS FOR BUSINESS AND CRM SYSTEMS LEARNING OUTCOMES: Analyze customer data to make informed marketing decisions. Demonstrate the use of analytical tools for tracking and interpreting online behavior. Explain how CRM tools enhance customer loyalty and satisfaction. Apply CRM systems to analyze and maintain customer relationships. OVERVIEW Data analytics in business is the process of examining data sets to derive actionable insights that improve decision-making and strategies. By leveraging analytics, businesses can better understand customer behavior, optimize campaigns, and predict future trends to stay competitive in the market. OVERVIEW  BASICS OF DATA ANALYTICS Data analytics is the science of analyzing raw data to make informed conclusions. It involves data collection, cleaning, processing, and interpretation using statistical and computational methods. Key Components: Data Collection: Gathering data from various sources such as websites, social media, or surveys. Data Cleaning: Ensuring the data is accurate, consistent, and free of errors. Data Visualization: Presenting data in graphical formats like charts and graphs for better understanding. Data Interpretation: Extracting meaningful insights to guide business decisions. BASICS OF DATA ANALYTICS  TYPES OF DATA ANALYTICS Descriptive Analytics: What happened? (e.g., sales reports, website traffic trends). Diagnostic Analytics: Why did it happen? (e.g., identifying drop-offs in conversion rates). Predictive Analytics: What will happen? (e.g., forecasting customer demand). Prescriptive Analytics: What should be done? (e.g., optimizing ad spend). Example: A retail store uses descriptive analytics to analyze monthly sales trends and predictive analytics to forecast inventory needs for the holiday season.  CUSTOMER BEHAVIOR ANALYSIS Customer behavior analysis involves studying the actions and preferences of customers to understand how they interact with a business. Importance in Business: Helps identify customer needs and preferences. Improves personalization in campaigns. Enables businesses to enhance customer experience.  CUSTOMER BEHAVIOR ANALYSIS Methods of Customer Behavior Analysis: Demographic Segmentation: Analyzing customer groups by age, gender, or location. Behavioral Data: Examining purchase history, website interactions, and engagement levels. Feedback Analysis: Using surveys, reviews, and social media comments to gauge customer sentiment. Example: Amazon uses customer behavior analysis to recommend products based on browsing history and previous purchases. Netflix studies viewing habits to suggest shows and movies tailored to individual preferences. USING GOOGLE ANALYTICS Google Analytics is a free tool provided by Google to track and report website traffic and user behavior. KEY FEATURES: Traffic Monitoring: Tracks the number of visitors, page views, and bounce rates. Audience Insights: Provides demographic and geographic details of users. Conversion Tracking: Measures goals like sign-ups, purchases, or downloads. Behavior Flow: Shows how users navigate through the website. STEPS TO USE GOOGLE ANALYTICS: Set Up Goals: Define what success looks like (e.g., a completed purchase). Track Campaigns: Use UTM parameters to measure ad or email campaign performance. Analyze Reports: Use dashboards to evaluate metrics such as average session duration and conversion rates. EXAMPLE A small business running a Facebook ad campaign links it to their website using UTM codes and monitors the performance in Google Analytics to see which ads drive the most traffic and conversions. PREDICTIVE ANALYTICS Predictive analytics uses historical data, machine learning, and statistical algorithms to predict future outcomes. Key Uses in Business: Customer Lifetime Value (CLV) Prediction: Identifies which customers are likely to generate the most revenue over time. Churn Prediction: Detects customers who might stop using a product or service. Sales Forecasting: Projects future revenue based on historical trends. Personalized Recommendations: Suggests products or services tailored to individual customer preferences. BENEFITS: Increases marketing efficiency by focusing on high- value customers. Improves customer retention through targeted strategies. Enhances ROI by predicting which campaigns will be most effective. Examples: Spotify: Uses predictive analytics to curate personalized playlists like "Discover Weekly" based on a user’s listening history. Starbucks: Predicts customer preferences to deliver personalized offers via their app, driving loyalty and repeat purchases. CUSTOMER Customer Relationship Management (CRM) systems are essential tools for RELATIONSHIP businesses seeking to build and maintain MANAGEMENT strong relationships with their (CRM) SYSTEMS customers. WHAT IS CRM? BASICS OF CRM CRM stands for Customer Relationship Management, a strategy and technology designed to manage and analyze customer interactions throughout their lifecycle. It focuses on building long-term relationships and improving customer satisfaction, loyalty, and profitability. KEY FEATURES OF CRM: Data Management: Centralizes customer information such as contact details, purchase history, and preferences. Sales Management: Tracks sales leads, opportunities, and progress through the sales pipeline. Customer Support: Enables better service by providing support teams with detailed customer histories. Marketing Integration: Automates marketing campaigns, tracks engagement, and personalizes outreach efforts. BENEFITS OF CRM: Improved communication with customers. Increased efficiency through automation. Enhanced customer satisfaction and loyalty. Example: A clothing brand uses a CRM system to track customers’ purchase histories and sends personalized email promotions for new arrivals in their preferred categories. CRM TOOLS (E.G., SALESFORCE) CRM tools are software solutions that help businesses manage customer relationships, streamline operations, and gain insights from customer data. Popular CRM Tools: 1. Salesforce: A leading CRM platform offering solutions for sales, marketing, customer service, and analytics. Features: Sales forecasting. Email integration. AI-driven insights through Salesforce Einstein. 2. HubSpot CRM: Free CRM tool focusing on small to medium-sized businesses. Features: Email tracking and lead scoring. Marketing automation. Social media management. CRM TOOLS (E.G., SALESFORCE) Popular CRM Tools: 3. Zoho CRM: Affordable CRM tool with customizable features. Features: Workflow automation. Multichannel communication (email, social, live chat). Predictive analytics. 4. Microsoft Dynamics 365: Combines CRM and Enterprise Resource Planning (ERP) tools. Features: AI-powered insights. Integration with Microsoft Office Suite. Advanced customer service capabilities. PERSONALIZATION THROUGH CRM Personalization in CRM refers to tailoring customer interactions and marketing efforts based on individual preferences, behaviors, and needs. How CRM Enables Personalization: 1. Customer Profiles: CRM systems compile detailed profiles, including demographics, preferences, and past interactions. 2. Targeted Marketing: Segments customers into groups for personalized email campaigns or offers. 3. Automated Recommendations: Suggests products or services based on purchase history or browsing behavior. USING CRM FOR CUSTOMER RETENTION Customer retention refers to the strategies used to keep existing customers engaged and loyal to a brand over time. CRM systems play a critical role in retaining customers by tracking their journey and ensuring consistent and meaningful interactions. CRM Strategies for Retention: 1. Loyalty Programs: Use CRM to track purchases and reward customers with points, discounts, or perks. Example: Starbucks Rewards app tracks purchases and offers free drinks. 2. Proactive Customer Service: CRM systems identify at-risk customers (e.g., those who haven’t engaged recently) and trigger re- engagement strategies. Example: Sending "We Miss You" emails to dormant customers. USING CRM FOR CUSTOMER RETENTION CRM Strategies for Retention: 3. Feedback Collection: Collect and analyze customer feedback using CRM to address issues and improve experiences. Example: Net Promoter Score (NPS) surveys integrated into CRM systems. 4. Omnichannel Communication: CRM integrates communication channels like email, SMS, and social media, ensuring seamless and timely responses. Example: Airlines using CRM to notify customers of flight changes via multiple channels. REAL-WORLD EXAMPLES OF CRM IN ACTION Sephora Sephora’s CRM system tracks customer purchase histories, loyalty points, and beauty preferences. The system generates personalized emails and app notifications with product recommendations and exclusive discounts. Marriott International Marriott’s Bonvoy program uses CRM to manage guest profiles, preferences, and rewards, offering personalized experiences during stays. END OF LESSON 3-4 LIVING IN THE IT ERA LESSON 5: MOBILE MARKETING AND EMERGING TECHNOLOGIES IN BUSINESS POINT OF DISCUSSIONS: Mobile Marketing Strategies Location-Based Marketing Augmented Reality (AR) Artificial Intelligence (AI) in Marketing LESSON 5: MOBILE MARKETING AND EMERGING TECHNOLOGIES IN BUSINESS LEARNING OUTCOMES: Explore the latest mobile marketing trends and tools. Examine the applications of AI and AR in creating immersive marketing experiences. OVERVIEW The rapid growth of mobile devices and emerging technologies has fundamentally reshaped how businesses operate, engage with customers, and compete in the market. Mobile marketing and technologies such as artificial intelligence (AI), augmented reality (AR), and location-based services are transforming traditional business practices into dynamic, customer-centric strategies. WHAT IS MOBILE MARKETING?  WHAT IS MOBILE MARKETING? Mobile marketing refers to promotional activities designed for mobile devices, such as smartphones and tablets. It includes ads, apps, SMS, push notifications, and social media campaigns tailored to mobile users. Key Strategies: Mobile-Friendly Websites: Ensure websites are responsive and optimized for mobile browsing. Example: E-commerce sites like Amazon providing seamless navigation on mobile devices. In-App Advertising: Ads displayed within mobile apps, often targeted to specific user demographics. Example: Spotify offering targeted ads to free-tier users between songs. Key Strategies: SMS and Push Notifications: Direct messages sent to users to promote offers or engage customers. Example: Food delivery apps like Grab sending SMS alerts about discounts. Mobile Apps: Creating branded apps for customer engagement and loyalty. Example: Starbucks' mobile app allows ordering, rewards tracking, and payment. Social Media Campaigns: Platforms like Instagram, TikTok, and Facebook are highly effective for mobile marketing. Example: Fashion brands like Zara use Instagram Stories to showcase new arrivals. Benefits of Mobile Marketing: High engagement due to the ubiquity of smartphones. Personalization opportunities based on user behavior. Cost-effectiveness compared to traditional media. WHAT IS LOCATION-BASED MARKETING?  LOCATION-BASED MARKETING Location-based marketing uses a customer's geographic location to deliver personalized messages or ads. This strategy leverages GPS, Wi-Fi, or Bluetooth to target users in specific areas. Types of Location-Based Marketing: Geofencing: Sends notifications or ads to users within a virtual perimeter. Example: A coffee shop sending push notifications for discounts when users are nearby. Beacon Technology: Bluetooth-enabled devices transmit targeted messages to nearby smartphones. Example: Retail stores like Macy’s using beacons to notify customers of in-store promotions. Types of Location-Based Marketing (continuation): Proximity Marketing: Targets users in close proximity to a business location. Example: Fast-food chains like McDonald’s sending coupons to nearby users via mobile apps. Benefits of Location-Based Marketing: Hyper-targeted campaigns improve relevance. Drives foot traffic to physical stores. Increases customer engagement through timely offers. EMERGING TECHNOLOGIES IN BUSINESS Emerging technologies in business refer to innovative tools and advancements, such as artificial intelligence (AI), augmented reality (AR), blockchain, the Internet of Things (IoT), and 5G, that are transforming traditional operations. These technologies enhance efficiency, enable data-driven decision-making, and create personalized customer experiences. Businesses leverage these advancements to gain a competitive edge, optimize processes, and address evolving consumer needs in a rapidly changing digital landscape.  AUGMENTED REALITY (AR) Augmented Reality overlays digital content (e.g., images, text, or sounds) onto the real world through devices like smartphones or AR glasses. APPLICATIONS IN BUSINESS: Virtual Try-Ons: Allows customers to visualize products before purchasing. Example: Sephora’s Virtual Artist app lets users try makeup virtually. Interactive Advertising: AR-enabled ads create immersive experiences. Example: Pepsi’s AR bus stop campaign made it appear as though aliens were invading the city. APPLICATIONS IN BUSINESS: AR in E-Commerce: Helps customers visualize products in their environment. Example: IKEA Place app enables users to see how furniture fits in their homes. AR Games and Engagement: Creates fun, engaging brand experiences. Example: Pokémon GO’s location-based AR features partnered with businesses to drive traffic. BENEFITS OF AR IN BUSINESS: Enhances the shopping experience with interactivity. Increases brand engagement and memorability. Differentiates brands through innovative approaches. ARTIFICIAL INTELLIGENCE (AI) IN BUSINESS AI refers to the simulation of human intelligence by machines. In marketing, AI automates processes, analyzes data, and predicts customer behavior to improve strategies. APPLICATIONS OF AI IN BUSINESS Chatbots: Provide instant customer support and automate FAQs. Example: Domino’s chatbot allows customers to order pizza via Facebook Messenger. Predictive Analytics: Forecasts customer behavior and trends using historical data. Example: Netflix uses AI to recommend shows based on viewing history. Dynamic Pricing: Adjusts prices in real-time based on demand and customer behavior. Example: Airlines like Delta use AI to set ticket prices dynamically. APPLICATIONS OF AI IN BUSINESS Content Personalization: Tailors ads, emails, or website content based on user preferences. Example: Amazon’s AI-driven recommendations account for over 35% of its sales. Ad Optimization: AI platforms optimize ad placement, targeting, and bidding. Example: Google Ads uses AI to recommend keywords and improve ad performance. BENEFITS OF AI IN BUSINESS Improves efficiency and reduces manual work. Enables hyper-personalized customer experiences. Enhances decision-making with actionable insights. REAL-WORLD EXAMPLES OF EMERGING TECHNOLOGIES IN BUSINESS Nike’s Mobile Marketing Strategy Nike’s SNKRS app uses location-based marketing to notify sneakerheads of exclusive drops in nearby stores. IKEA’s AR Innovations IKEA’s AR app helps customers visualize how furniture would look in their spaces, boosting customer confidence in online purchases. Sephora’s AI-Driven Personalization Sephora’s AI-based chatbot and recommendation engine enhance the shopping experience by suggesting products based on customer data. McDonald’s Location-Based Promotions McDonald’s geofencing strategy sends mobile coupons to customers within a 1-mile radius of its stores, driving foot traffic and sales. END OF LESSON 5