8. IT255202 Manajemen Pemasaran

Very good afternoon uh professor Roji

Gupta uh our college and uh our dear

students from uh interdisciplinary

school of management and technology

especially for uh master of technology

management uh who take the marketing

management class. So a very warm welcome

to everyone joining this today's guest

lecture as our uh part of marketing

management class and it is a great

pleasures and honor to have you

professor Ruji Gupta with us today and

as we know that um [clears throat]

marketing is not uh simply about selling

products or uh promoting the brands and

it is about understanding the customers

creating the values and uh building the

meaningful relationships. So in today's

digital world, these principles are

becoming even more important and as

technology continues to reshape the

consumer behavior as well as the

marketing practices itself. So today we

are fortunate to learn from an expert

who has extensive experience in these

areas. So allow me to briefly introduce

our distinguished speaker

uh professor Ruchi Kakar Gupta. Uh she

is a full professor at Sahil Bagat Singh

College, University of Delhi, India. Uh

she has over 23 years of teaching and

research expert experience specializings

in marketing, consumer behavior,

branding, digital marketing and

influencer marketing.

She has published in internationally

recognized journal and received several

academic awards including the best

reviewer award from the international

journal of consumer studies in 2023.

So we are truly delighted to have her

with us and look forward to an

insightful sessions. So professor Gupta

thank you for joining us today. Uh the

time is yours.

>> Thank you. Thank you Dr. Renee for that

introduction and a very warm namaste

here from India and uh it's my pleasure

to um meet uh this semester's students

uh for the digital marketing class. Uh

so um uh in so our sessions basically we

are going to have two sessions. In the

very first session we are going to talk

about digital marketing and how it is

helping shape you know certain

strategies in order to connect with the

customers. So it's a very important

topic because you know this is going to

help us understand that what are the

brands doing what are the companies

doing in order to establish or connect

with the customers in the digital era.

In the next week we will also talk about

influencer marketing uh and the various

strategies and the changing landscape of

the uh influencer land uh marketing

strategy. So today as I said that we'll

be talking about the digital marketing

concepts. we will be talking about the

basics and we will uh talk about the

strategies that the brands are using. So

I will first just share my uh screen

over here and we'll start talking about

the topic

Is my screen visible now?

>> Yes,

>> it is.

>> Yes.

>> Yeah.

>> So, let me just start with the

presentation.

Okay. So we will talk about digital

marketing uh strategies and we will see

that how the marketeers are trying to

navigate uh you know the entire digital

marketing landscape in today's digital

era. So uh

just one minute.

Yeah. So first of all having a look at

what is the meaning of digital

marketing. Now digital marketing is that

very component of marketing that

utilizes the internet and the online

digital technologies in order to uh

promote your products and services and

in order to uh you know do digital

marketing and to be designing strategies

around it we need to understand the

digital marketing landscape. So once we

understand the various components of the

digital marketing landscape, we'll be

able to understand that what actually

works and connects with the customers

and what are the various components that

need to be taken care of while designing

your digital marketing strategies. So as

you can see over here the digital

marketing landscape has five different

components over here and these

components are defined here which I'll

just quickly explain to you. So first of

all for doing digital marketing it is

very important that the customer whom

you're trying to reach out to has some

digital device. So the customer needs to

have either a computer or a mobile phone

or tablets because you need a particular

device where they'll be seeing the

promoted message or you know where

they'll be able to connect with the

companies in terms of the promotions

that you are doing on the digital

platforms. Then you need a digital

platform right? So what is this digital

platform? It is basically that platform

where the customers are going to see the

advertisement the promotion of your

product of your service. So either it is

happening at the company website or it

is happening at a social media platform

or inside a mobile app or you are

sending messages on emails. A very

common thing is when we see sponsored

ads on Instagram on Facebook these are

examples you know the Facebook and

Instagram become examples of digital

platform right if I receive an email

from a particular store where I visit

very often in order to do my shopping

for example receiving an email from H&M

about the latest collection that they

have in the store is also a form of

digital marketing and the digital

platform here is a email. If I am

listening to Spotify music and if I

listen to certain ads in between then

Spotify is a mobile app which becomes a

digital platform. Then the third

component is the digital media. Now what

is this digital media? It is basically

the digitized content that I'm using in

order to promote my product. So if on my

mobile phone I'm receiving a simple text

message again maybe from H&M right or

Zara that the our store is running you

know 20% 30% discount and we are

inviting you to uh you know check out

our latest collection. So that simple

text message is also a digitized content

which is a digital media basically which

is helping you to promote your store the

clothing the uh you know the new

collection that you have. If I'm seeing

something you know with a particular

graphic or a picture or sponsored ad as

I said on Instagram so that ad becomes

the digital media. So the advertisement

that you're seeing is the digital media.

The platform for example Instagram where

you're seeing it becomes a digital

platform and if you're seeing it on your

mobile phone that mobile phone is the

digital device. So these are the three

first components.

Then comes the fourth component which is

the digital data. Now this digital data

is something which is of importance to

the programmers the IT people because

now this digital data which basically

exists in the form of binary digits

which is zeros and ones which we call as

bits. So that is used more from the

programming uh point of view. So that is

the area which is taken care of by the

IT people for programming and all. And

uh we will not be touching upon this

particular aspect because this is not a

marketing aspect or strategy uh

marketing strategy aspect that we are

basically discussing today. The last one

which is very important in today's era

is the digital technology. Now what

actually is working behind this entire

concept of digital marketing? How you're

promoting your content, how it is being

delivered to the customers and how

you're able to uh interact with the

customers in the digital era is

something you know there are digital

technologies which are helping you build

those strategies with there are digital

technologies which are helping you

designing strategies in order to connect

with the customers. So we are going to

talk in the presentation about some of

the digital technologies which are

commonly being used by the marketeers

and the brands these days and this will

primarily talk about your artificial

intelligence. It will talk about

augmented reality. It will talk about

virtual reality.

Right? So these are a few digital

platforms that I just talked about. So

whenever you're trying to connect with a

customers you're trying to reach out to

them through these digital platforms. So

um obviously your desktop computers,

your tablets are important. Very common

ones are your mobile phones and when we

talk about you know uh you know

platforms like the social media

platforms all of us do understand that

they are so very important in reaching

out to the customers. Now before I move

beyond this point, may I just request

all of you to uh keep your mobile phones

handy because we will try and experience

a few things during the course of our

presentation uh while talking about the

digital marketing strategies. So I'm

just giving you one quick minute to keep

your phones handy with you.

Okay, moving on from here, let's talk

about the benefits of digital marketing.

So, there are lots of benefits of

digital marketing. A lot of them will

become evident during the course of our

discussion while we move through the

presentation. I'll just quickly explain

two three pointers over here. For

example, the very first one which talks

about the targeted marketing campaign.

Now, what is this targeted marketing

campaign? This means that through

digital marketing I am able to choose my

target audience which generally was not

possible through the traditional media.

Now imagine a situation in case of a

traditional media like a television for

about let me say about 10 years 15 years

back when we were doing a lot of

television advertising you know what we

were doing typically we were basically

showcasing our advertising or the

promotional content on one of the

television channels which people were

then watching. Now when people were

watching you know some ads during the ad

break in between some content or

television program so everybody was

watching the ad irrespective of whether

that person is a target market consumer

or not. So let me say typically

if there is an ad for a pimple control

cream which you were showing on the

television. So in a family the father is

also watching it, the mother is also

watching it, the the youngsters are also

watching it. So probably the teenagers

are the target market for this

particular product, a pimple control

cream or acne control cream. But the

mother is also watching, the father is

also watching. In certain other

families, a young couple, both

professionals aged 30 years old, husband

and wife, they are also watching, but

they are not the target market. So

probably with the traditional media

whatever advertising you were doing it

was being watched by a lot of people

even those who were not a part of your

target market. Now come to the digital

age. Now I talk about a possibility

where I would be able to reach out

specifically to my target audience

through the digital media through using

digital marketing. Now let me say now a

situation where you know a teenage

segment person who has an account on

YouTube maybe somebody who 17 18 years

old has an account on YouTube right and

you have logged in on uh YouTube and

you're watching a video now while

watching a video you get some ad breaks

where you see some ads now what YouTube

is doing is it is actually you know

while you are playing certain videos and

if you're logged in then it will read

your demographics. It will reach what is

uh it will actually read what is your

gender group, what is your age group and

then accordingly it will actually the

algorithm will throw an ad to you which

is actually apt for you. So if a

teenager is or somebody in the age group

of roughly 15 to 25 is watching the

YouTube ad then for them this acne

control cream is a product which is

relevant. So YouTube will show that acne

control ad to somebody in within this

age group irrespective of boys or girls

because both

see this if I am logged in to YouTube

then probably it is reading my gender it

is also reading my age group and

probably YouTube thinks that okay she's

probably the one who's managing the

household chores so they will start

showing me ads like a detergent powder

some kitchen essentials certain things

other things which probably I might be

interested in but not an acne control

cream because that is not is meant for

me. So now the same thing is happening

on Facebook on Instagram on various

social media platforms. Now you have

started reaching out only to your target

market. The rest of the market the rest

of the consumers who are not your target

market typically generally don't need to

see your ad. This is how it is designed.

And there comes your second point that

because my target market is seeing my ad

therefore the conversion rates are very

high. So out of 100 people

you know probably the conversion the

rate of conversion is going to be high

because all those 100 people are my

relevant target market who have seen the

ad right had I shown it to 500 people

out of which only 50 were my target

market the conversion rate out of 500

would come much lower right that's how

it works and that is why it also becomes

cost effective generally also when you

run certain promotions on social media

platforms the cost of running promotions

on digital media are very very cost

effective as compared to what you are

doing on the traditional media or

typically what you were doing on

television. A much lower cost would be

possible if you're trying to you know

promote your product on a on a platform

like Instagram and Facebook. We will

also see um you know next week sometime

I'll just give you a glimpse also of it

that how you know with the coming of

generative AI people who also have lower

marketing budgets would be able to do a

lot of good promotion in very low cost

for their products and we'll have a good

discussion on that right in addition to

that how what we are going to talk about

in the coming slides are the rest of the

points that how digital marketing is

helping you to engage with your

customers to strengthen your brand

awareness and how it is helping you to

create consumer experiences also.

Now I was talking about this um thing

that you know even a simple text message

that you're receiving from H&M or Zara

means that uh you know that uh you know

it's it's a digital content that you are

sending. It is a promotional message

that you're sending but once a text

message is also accompanied by a visual.

It could be a simple picture, it could

be video, it could be graphics. Right?

So once it is accompanied by a visual,

the strength of the message becomes

manifold and that is what we are going

to see in this slide. So just given uh

the source of this uh information from

where I've taken this. So there's a

proper research and there are certain uh

parameters that we are going to talk

about. So look at this first arrow, this

green arrow which is just there.

Now what this says is that if you're

using photos, illustrations and videos,

you are expected to get 100%

more engagement as compared to what you

will get if you're using only the text

message, right? Which means that a

simple text message probably people

don't even want to read it. Imagine

writing something on Instagram without a

complete via picture. people would

probably just scroll by it and probably

will not notice it. But once there is a

picture, the picture immediately gets a

lot of attention and then people start

engaging with it, liking it or just

seeing it or commenting on it, you know,

if it is a video or a graphic. Again, it

will involve a lot of more engagement as

compared to what a simple text message

can do. Now look at this another arrow

here towards the right hand side. It

says that visuals get 94%

more views as compared to a simple text

message. So as I said, a text message is

something probably that you'll just

skip. You know, even if you're posting

something professionally on LinkedIn, if

it is a simple text message, it can very

well just get skipped because people

don't get to see it visually, right? And

it just gets skipped. Even if you don't

want to skip, it just gets skipped. But

once there is a visual, the visual

immediately gets attention. And

therefore what we are saying is that

anything which is accompanied by visual,

it could be a static picture, it could

be a video, it could be a graphic that

starts getting 94% times more views. And

one more uh out of all of this which I

would really want to emphasize is that

the fact that the human brain processes

the visual information

60,000 times faster than the normal

text. Now this means what? That if I see

a visually a picture my brain is able to

process the information much faster.

Right? So even if I'm not reading the

text and if the picture is very clear

and apparent in terms of what is the

message that wants to go through then my

brain is going to process it much faster

as compared to reading a one small

paragraph of a message which talks about

what the product is like. So if you are

able to come out with a marketing

message very effectively in the form of

a visual in the form of a graphic in the

form of a static picture uh you know

then it really has a lot of value. So

what we will also be doing in the next

week, we will also be learning as to how

to design those visuals, those graphics

for your particular product that are

going to get you a lot of engagement, a

lot of views and so that the human brain

is able to process this information much

faster you know. So this is something

that we are going to learn as a part of

uh you know these uh two lectures also

that are spread uh across u you know

your two uh presentations for the two

weeks. Okay. Now very quickly before we

start discussing the digital strategies,

a very important thing that I'll show

very quickly is that there's a lot of uh

talk which is which has been happening

in the last four five years about

digital transformation and people are

saying that the organizations really

need to think about digital

transformation in a very serious way

going forward. Now this entire thing

started you know much before where

people would just start talking about

okay how what should we do in this

entire process of digital digitally

trying to transform our organization and

our processes and um you know what

happened was that in this entire thing

the digital transformation process

actually peaked during the covid crisis.

So what happened during COVID was that

there were sudden lockdowns which

happened. People were not able to step

out of their home. They were doing uh

you know they were not actually going

out to physical stores to buy the

products and the companies realize that

if they are not having a digital

existence in terms of the b uh their

businesses being digitally available on

different platforms or if they are not

able to connect with the customers on

the digital platforms then they are

losing out on the business. So a lot of

conversation around digital

transformation gained a lot of momentum

during co and that has maintained over

uh that period of time since uh that

period of time till now

and what has been realized is that now

when you're designing your businesses it

is no more uh you know just enough where

we say that we need to design you know

some platform which will you know

improve the entire process of serving

the customer. Of course that is very

important you know when a customer goes

to your platform that how he's able to

or he or she is able to you know go

through the products and services what

is the entire process look like it has

to be very streamlined yes all of that

and that is very important but we have

moved to a situation where we are also

talking about a situation where we have

started thinking in terms of how are we

going to connect our brands to the

customers in order to build certain

experiences for the customers

Because if I am in today's state in the

you know in today's state when digital

technology has enabled a lot of things

some of things you are seeing over here

you know being able to see you know what

color of pan suits you or probably you

know there is a simple visiting card if

I just scan the QR code there are lots

of things that I can see we will see

something similar today as a part of our

presentation where you will also scan

and see something similar in your uh

actual um you know place where you are

sitting. So there are lots of um

experiences which can be built using the

digital technology and if you're not

doing that in order to build certain

good experiences for the customers then

definitely we are lacking somewhere. A

lot of brands are doing a lot of

experimentation in terms of how to

connect with the customers and we'll see

some of these uh during this discussion.

Okay. Now

just a very quick thing because we said

during co this entire process of digital

transformation and the dialogue around

it started happening in you know real

sense. So very quick thing that I'm

trying to show to you is that one of the

examples of how a simple thing which

started during covid has also become one

of the realities of you know some

restaurants. So at a restaurant

typically when you were going at the

time of you know when the first lockdown

was eased out and people started moving

out during covid they still had this

apprehension that you know we don't want

to catch the covid germs and we don't

want any kind of a hygiene issues so the

restaurants quickly you know they did

this thing where you know you could just

scan the menu uh from you know one of

those cards or some QR code which was

put on the table you could select the

dishes as you can see over here using

that particular uh link that was opening

after scanning the QR code. You could

add the products to your cart even make

the payment confirm the order make the

payment and accordingly get the food

delivered at your place and it is not

something which has vanished after co it

has actually stayed as a part of how the

restaurants also allow the customers to

look at their menu. So this is at least

as far as India is concerned. A lot of

restaurants are now using QR code as you

know not just something which came

during COVID and vanished after that it

is still a part of you know how they

would want the customers to also have a

look at the full menu.

Okay. So now uh in the next part of our

presentation we are going to talk about

the trends in digital marketing. Uh just

yeah so we are going to talk about the

trends in digital marketing and how you

know the companies are trying to create

the visibility for their brands and how

they're trying to connect with the

customers in the digital era.

So what we are going to do as a part of

this presentation is we are going to

talk about a few strategies which

include these ones. So what you

typically see over here is you know the

augmented reality being used in the

Domino's app in order to see how certain

toppings would look on your pizza,

right? And you could probably select

certain toppings uh for the pizza that

you're wanting to order using the

Domino's app because it has an AR

feature which helps you do this

selection. Right? So this is just one of

the examples. But what we are going to

talk broadly in the pre in the

presentation is in the first part we are

going to talk about the use of digital

technologies in designing customer

experiences in designing of the

marketing strategies and what the

certain brands and companies are doing

and how these digital technologies are

being used in various areas of business

in different types of businesses. So we

will talk about augmented reality, we

will talk about virtual reality and we

will talk about artificial intelligence

which are the major digital technologies

being used in order to serve the

customers and in order to connect with

them in order to create experiences for

them.

Then the second part is the endorsement

part where we are going to talk about

the using digital platforms. How the

mainstream celebrities and social media

influencers are becoming a very very

important part of the digital marketing

strategy also how this entire influencer

marketing landscape is changing. But

this discussion is going to happen next

week. So today very quickly one or two

slides I'll just talk very briefly about

it because that entire discussion is

going to happen in the next week. In

addition to these two we will also very

quickly talk about certain other

strategies. For example the use of

chatbot which is again AI based. We will

talk about the use of personalization as

a part of digital marketing strategy. We

will talk about shoppable post

interactive content and the use of QR

codes. Right. So now

basically talking about the first

component now because we talked about

digital technologies and how the coming

of the digital technologies have become

very very important in today's era. Let

us try and understand that when we are

looking at a particular digital

marketing strategy different platforms

then what is actually working behind it.

So what's actually working behind it is

probably you know some kind of digital

technology that I've applied to the

marketing strategy in order to connect

with the customers. So we'll talk about

a few strategies over here. The very

first one um okay before we talk about

those uh strategy uh those technologies

one very quick thing that I would like

to mention over here is that as I said

that we will talk about you know

augmented reality we will talk about

virtual reality we will talk about

artificial intelligence but when we are

trying to understand that how this uh

how the technologies are able to serve

the customers in the best possible way

we need to know that today we are living

in the era of marketing 5.0.

So marketing has undergone an entire

transformation. Probably you know once

the class this session is over you can

just probably would want to read about

how marketing has transitioned from this

era of marketing 1.0 to 2.0 to 3.0 right

that was a very traditional part of

marketing. Then when the social media

actually came you know in the very

beginning when the social media

platforms like Orput and Facebook came

in the very beginning and when brands

started realizing that they can actually

have an existence on the social media

platforms by making their own social

media pages that was the era of

marketing 4.0 what is in 5.0 5.0 is

something when the technology actually

stepped in. So now when I realize that

okay not only can I have the existence

on social media platforms but I can also

use technology like artificial

intelligence for example in order to

serve my customers. So now when

technology has stepped into the picture

this is the era of marketing 5.0 and

where I'm trying to find out what where

the basic aim is that how to use this

technology in the most effective way in

order to create good experiences for the

customer. So the entire emphasis of this

era where we are staying today which is

the current era of marketing 5.0 is it

best experiences customers. So whatever

strategies we are going to talk about

you know in uh during the course of this

discussion especially when we are

talking about the use of digital

technologies and other strategies also

there will be a lot of emphasis on how

do I connect with customers and how do I

create the best experiences for them. By

the way, on that note, it is also

important to understand that people have

already started talking about marketing

6.0 era, which is the future of

marketing because there's a lot of

experimentation and work which is going

on for the development of the metaverse

where things are going to be very

different again. So people are saying

marketing 6.0 is something where the

future is going to be immersive, right?

But today what actually is existing is

the technology part where we are trying

to make the best possible use of

technology and trying to see how do we

connect with the customers in a better

way. How do we better serve them? How do

we create better experiences for them

okay so first of all we will talk about

one the first digital technology that is

the augmented reality. Now what happens

in case of augmented reality of of of

course it's a digital technology and uh

I'll just try to explain it. you have

this definition and some explanation of

it. But you know if I'm trying to

explain it to a student and to a very

layman you know that what exactly this

would be in simple words augmented

reality would mean that you have a

actual object and object which you're

trying to combine form some digital

content right so whenever an actual

object and a physical and a digital

object come together we are you know

creating something in augmented reality

and I'll quickly show you an example

which will help you understand what we

are saying so What we are going to see

right now is something which is

available as a part of IKEA IKEA AR app.

IKEA as all of us know is a very popular

furniture brand right and operating in

various countries of the world right

now. What is happening over here is let

me say that I have an IKEA app on my

phone and I want to buy a piece of

furniture which is this yellow furniture

that you are seeing inside the mobile

phone. Now instead of going to the

store, what I can do is I can actually

um [clears throat] I can actually, you

know, take out my phone, use the camera

to scan my living room where I want to

keep this piece of furniture. So when I

take out my phone and scan my living

room, this is an actual object one. Now

I have selected this piece of furniture

from the IKEA uh mobile uh app, right?

So that piece of furniture that I've

chosen from the app is a digital object

now. So now when I'm combining the two

things that is the actual picture of my

living room along with this digital

object the furniture in one picture I

can see how the furniture will look like

in my living room. I can also see it how

you know it will look from various

angles. So this is happening through

augmented reality. As I said that we

will uh you know during the course of

this discussion once we go to QR codes

we will see also how you know one

particular QR code will be able to in

fact two how they are able to show you

something as a part of augmented reality

where we will combine your actual

environment the room where you are

sitting along with certain other things.

So that is going to combine a physical

uh you know your actual physical space

where you're sitting right now whether

it be your classroom or some other room

or some place in your home. So that

place along with a digital object will

be combined to understand what exactly

is this AR.

Now this is the meaning of AR. Now this

is being used by a lot of companies. For

example, I've taken here the example of

a Indian company which is called as lens

car which sells spectacles and

sunglasses. Right. So what typically

happens as a part of a lens card AR app

is that if I want to buy a pair of

spectacles, I can just take out my

camera, scan my face just as you will

scan it for a, you know, applying a face

uh lock uh in your mobile phone, right?

So what you do, you typically scan your

face, move your face here and there,

your face gets scanned. And now I want

to pick up a spectacle which will

actually suit my face. So what I'll do

is I'll go to the lens car tab. I'll

choose the spectacle or the sunglasses

which I want to buy for myself and you

know once I do that I'll be able to see

how it looks on my face. This is what

you're exactly seeing in the picture,

right? And on the basis of this, you are

able to get a good uh frame uh spectacle

frame for yourself. You can pick up

sunglasses and other such things. And

this is something which is not a new

thing. Of course, this is this has been

happening for quite some time now. For

many companies, they are using augmented

reality for quite some time for selling

their product. But now, as we will see

later, they have also started using

augmented reality for creating

experiences for the customers. Now I

would like to quickly mention over here

that in India lens card was this company

which was actually which has been

offering this feature for quite some

time now. So during co in 2020 when this

lockdown happened you know and when

people were probably you know wanting to

buy certain glasses because they broke

their glasses or probably they needed

one new one or whatever. So lens card

was already offering this feature and

this was one company which was selling

the most spectacles at the time of

lockdown because people could not move

out of their homes. They could not go to

a physical store to do that shopping. So

they were using the mobile app of lens

car to see what actually suits their

face and accordingly ordering it from

there. So that's the use of augmented

reality in one of the businesses as we

are trying to understand that how you

can also allow the customers to

experience your product using augmented

reality both in case of IKEA which is a

international brand and in case of lens

card which is primarily an Indian brand

and the same concept is being used by a

lot of cosmetic companies by Sephora by

certain platforms like Amazon when they

are selling the cosmetic product that

you can scan your face you can see what

lip color suits you, what color of

foundation suits you and accordingly

pick up a product that meets your

requirements.

Okay. Now, it is not just in case of you

know selling of certain products but

augmented reality also helps you in

certain other um sectors. For example,

when I talk about the use of augmented

reality in travel and tourism. Now, this

picture shows typically, you know, when

you are, you know, in some other country

as a traveler and probably I'm going

around certain places and I'm not very

sure that what this particular tourist

destination is. So, let me say that I'm

in Rome and I'm just in front of this

very famous monument which is like the

Roman colosium which has its entire

history attached to it, right? And as a

traveler, I just take out my phone and

there's a particular travel app which

gives you this AR feature. So I'll just

quickly or even you know when you're

scanning it through phone and also

taking it to Google and other such AI

platforms now so I just scan this thing

you know okay that I'm standing in front

of it quickly you know the AR app will

uh the feature of the app is going to

recognize that what this place is it

will tell you as you can see over here

that it is called the colossium as we

also call it as Roman colossium and it

gives you a brief description of what

this tourist place is popular for so as

a tourist you know as a part of in the

travel and tourism industry when you're

talking about you know even even you

know uh certain um uh service industries

where actually helping you book the

tickets for example in India we have a

very uh you know common name as make my

trip they help the customers in

designing their trips so this particular

AR feature can be made available as a

part of their app where the travelers

would also get some kind of an

assistance when they are traveling

around the world you know and trying to

explore various places.

Now the next one the use of augmented

reality we are going to talk about use

of augmented reality in maps. Now all of

us know that how the Google maps work

right. So if I have to go to a

particular destination I'll put in the

destination and it will start showing me

streets and where the traffic is there

and how much of time can I expect during

the travel and what is my expected time

to arrival at a particular destination.

Now the same concept if you are also

working with augmented reality in maps

would start looking a little different.

So instead of Google maps which shows

you the street view, I can also use an

AR application in maps which will start

showing me the directions in a different

way altogether. So let me see that how

the AR app will start showing me the

directions in a different way if I'm not

seeing it in the street view. So uh have

a look at this.

Now let me say that I'm in Paris as a

tourist right and I'm standing in front

of this Eiffel Tower. Some people call

it Ephelar, right? Irrespective. So I'm

standing in front of the Eiffel Tower

and I want to go to a particular

destination from here. So what I do is I

actually enter where do I want to go and

then I just point my camera towards

Eiffel Tower and it will start showing

me like this as a part of the screen of

my mobile phone that where do I need to

go now? So instead of the street view,

this is a realtime thing that it starts

showing to me. This is how what I will

see on my mobile phone as a part of the

screen. So I know that I have to go now

towards the left and it will take me

towards this particular street and then

the rest of the uh way is also guided to

me in this very similar fashion. So

again the same concept of taking you to

a particular destination in Google maps.

is happening through streets where

you're just trying to figure out okay

where street where where should I take a

turn for with my car and this one if

you're just you know on the go you know

on you know just walking and trying to

reach a particular place probably this

one also is one of the applications that

we have which is facilitated by the use

of augmented reality

next is augmented reality in case of a

newspaper advertising now in India a lot

of brands are actually doing a lot of um

experimentation using augmented reality

uh in even traditional media. So you

know sometimes you know we have started

feeling that traditional media like

newspapers they become very static. They

become old-fashioned. Who's reading

newspapers? If you have a lot of news

content coming on social media on

various other platforms you can easily

access the news on the you know u the

mobile apps that is the news apps and

all and various other places. So

somewhere some people feel that the

digital media is somehow losing its

charm. Now what has happened possible

because of the digital technology is

that you know a lot of brands have

started experimenting converting the

static physical newspaper also into

something very experimental you know and

this is one of the experimental thing

which one of the very popular Indian

brands uh boat. So boat is actually

known for its wearables. So where it

talk about the airpods and you know the

headphones and similar categories. So

boat is basically a brand which

manufactures that. So it is one of the

big brands in India and once it

completed uh the manufacturer of 1 cr

units that it manufactured in India.

This was the advertisement that they

actually brought about in the paper. So

if you see on the left hand side is the

ad which came out on the very front page

on of the newspaper. If you have a look

at this particular part there is a QR

code. So when the customer were actually

scanning this QR code, they were

actually directed to a particular place

which would actually make that newspaper

come alive. So what I would typically do

is I'll just explain it using my phone

that I would actually you know scan this

you know the QR code on the newspaper

and I will put my phone on top of the

newspaper like this and my screen would

start showing me something interesting.

So what was this interesting thing that

we were seeing in the newspaper? Let us

just experience it very quickly. Now

this is not something that we can

experience right now because the news is

not with me. It is not working now. But

I'll very quickly show you a link to

Instagram where you will be able to see

that how it actually worked. So all of

you can just quickly take out your

mobile phones and we will scan this QR

code

to see how it actually worked. Can I

just quickly have you know a one minute

break so that all of you can scan it to

see that how this newspaper ad worked

using augmented reality

and once you are able to uh experience

it please let me know maybe you can put

a comment in the chat uh box and maybe

we can probably you know in 1 minute's

time we can move to the next slide

please scan it have a look at it

okay so everyone you may try to scan

this QR code in the right side and you

may share what you see

from

the QR code.

Yes.

Yeah. Anyone probably want to share what

you see from scanning the QR code?

Okay. Buani. Yeah.

>> Yes, please.

>> Yes, please.

>> Yeah. from the QR code I can see that

the the code is linking into the lining

link in uh and it's about the the

advertisement of the boot itself. So the

boot is is a newspaper then and then the

all the few uh all the everyone can can

scan the QR code and then uh read the

the um the every news in that newspaper.

They can flip the newspaper and they can

see the video in that newspaper uh in

the newspaper and the video is can can

um give the immersive um experience for

the uh for everyone who watching it.

>> Yes. And this is the picture which you

can see moving the right hand side

picture which actually you can see

moving and this is a very simple one

that we have seen but we'll see more

interesting ones in the slides ahead. So

if everyone has quickly experienced this

thing, I'll move over to the next slide.

Yes. Thank you so much and thank you for

that explanation.

Okay. So now the use of AR in marketing.

Now what happens now necessary is that

because of the possibilities that

augmented reality is offering to you,

you should ideally have your businesses

listed on all those apps which are

enabling uh you know the consumers to

find certain businesses on the street.

Now this is typically my mobile phone

and when I'm standing on a particular

street then all the businesses which are

listed on the street would be reflected

in this particular way you know that you

have a McDonald's over here you have a

bank over here there's another bank and

there's an ATM over here so if my

business is listed an AR app will start

showing me you know as a consumer you

will see that okay all these things are

actually there out on this particular

street so this is one kind of an

interface and there could be another

kind of an interface which shows you

okay that you have a bank here you have

an ATM here you have a restaurant here

you have a bus stop here so all these

possibilities are there you know when

you talk about listing of your

businesses

now uh before we move on to the next

technology very quickly we will talk

about one major major element of

augmented reality in the retail space

because a lot of people are saying that

the use of augmented reality in retail

is the next big thing and it can be used

in so many creative ways. So um yeah so

what I'm trying to show over here is

that you know there's a concept of an AR

mirror augmented reality mirror which a

lot of retail stores especially the

luxury brands have started using in

order to create customer experiences.

Now let let us uh understand this. This

is a female who's went who wants to do

some shopping of some clothes. Now,

she's gone to a store and she wants to

pick up a dress for herself. Right now,

as you can see, once I stand in front of

the augmented reality mirror, you know,

the mirror is going to scan my body. I

can see myself in the mirror. The right

hand side panel of the mirror shows me

certain options of the dresses. So, I

can just select, you know, whatever

dress I want to choose and the mirror,

the augmented reality mirror will show

me how I will look in that particular

dress. Right? Let me say that okay I

tried this one dress which is you know

on the topmost panel and then I want to

try this red dress so I tried this also

and then whichever dress I like I can

just pick it up and I can bring it home.

Obviously if there are certain problems

with the size and all you can always go

back to the store return it but it helps

me see how I'm going to look like in

this particular particular dress. Now

what is this entire concept about? This

is entire concept is about again

marketing 5.0 door that we just talked

about where we said customer experience

is the key. Now assume that I go to

store I want to pick up a dress. So I

just pick up a dress from you know one

of the compartments. I go to the try

room I try the dress look at the fitting

come back.

That experience does not stay with me. I

just went to the try room. I tried a

dress. I liked it. I brought it back and

I've forgotten about the entire

experience. Visa v. Now this situation

where I went to the store, I saw an

augmented reality mirror. I said, "Okay,

let me just try doing shopping through

this and I saw that how it was you know

scanning my body. I could see myself in

the mirror. I could pick up a you know

scroll and pick up a dress, one dress,

second dress, third dress. Okay, let me

see how I look in this. Let let me see

how I look in that." Now this

interaction that you've had with the

customer now using the AR mirror, right?

So that is a kind of experience that you

now build for the customer right and

this is something which is going to stay

within the customer's mind for at least

some time as compared to a normal

shopping that he or she would have done.

So this is also one part where you are

trying to build customer experiences. A

lot of luxury brands in the Europe for

example in the US also what they're

doing is you know they've also started

talking about you know uh how you know

you can also shop the luxury handbags.

So as a part of the AR mirrors which are

installed inside

the uh showrooms and even outside during

the window shopping you know at that

particular point of time if I just go

and stand like this you know keeping my

hand and the entire bag then shows that

how is it going to look when I'm going

to hold this particular luxury handbag

you know that is also something that

they started creating as a part of

connecting with the customers as a part

of building experiences for them.

Right. So this is also happening in the

retail sector using augmented reality

and it typically it looks like this okay

that you've scanned yourself you can see

yourself in the mirror you can try any

number of dresses and this is a part of

excitement that you're building in the

customer overall customer experience is

what you're trying to build which is

what marketing 5.0 O is emphasizing on

very quickly let's have a look at what

Zara did in the US. So a lot of people

who are doing shopping from Zara they

would have this Zara app on their phone.

So typically you know in seven stores

what they actually experimented was that

I'm going to a mall and there's a Zara

showroom right and there's a shop uh you

know see and there's a normal window uh

outside the shop. Now, I haven't still

entered the shop. I pick out my phone. I

take out the Zara app and I just go to

the augmented reality part of that app

and point towards the window of the Zara

shop, the showroom. Right? Once I point

it towards the window, this is what I

start seeing as a part of the screen of

my mobile phone. What you are seeing

here is the there are certain models who

are showcasing the dresses of Zara right

now. These models are not there in

reality in actually you know outside the

showroom you know they are not there but

as soon as I point my phone towards the

showroom window standing outside you

know I start seeing the models

displaying the dresses and which dresses

those ones which are available inside

that particular showroom. So if I like

any of these dresses now, I can actually

walk into this particular showroom of

Zara and I will be able to purchase

those dresses. If I remove my mobile

phone from here, there are no models in

the background as you can see over here.

I just hope that this is clear like how

they've tried to build those

experiences. So what basically we're

trying to say is that this entire

concept of window shopping is also

something that people are experimenting

with in the retail industry using

augmented reality as one of the

technologies.

And if we go by the figures then this

augmented reality market is actually

growing and is expected to grow further

because people have realized there are

lots of things that we can do with

augmented reality technology.

Okay. Okay, now coming to the next one,

virtual reality. Now what is this

virtual reality? It is you know some

kind [clears throat] of a environment

where you're trying to simulate the

actual um you know environment you know

in certain situations and it can be you

know experimented with by a lot of

marketeers in different industries in

different ways. So what we are going to

uh see right now and what we are seeing

in this picture is the virtual tour

which has been created by you know in

some you know we so we talking about the

real estate industry. Let me say that

there is a condo that you're trying to

build and there's a sample flat that you

have built that you want the customers

to come and experience before they book

an apartment with you. Now if I cannot

go there physically as a customer to

experience the sample apartment that you

have built I and I want to see that how

it looks like. Let me say that I show I

see the virtual tour of the home. This

is also called as a 360°ree tour of the

home. Now as one customer, customer one,

I actually access this particular

virtual reality tour and or the virtual

tour and you know as soon as I start the

tour I I I hope you can see over here

towards the right hand side in the

bottom you have some um you know

controls which are available which will

help me zoom in, zoom out, move ahead or

move back. So it is not very visible in

this picture but there are certain

controls which are available. So what I

will do is you know probably I enter

this place and I just take the arrow

towards the right so that I can see the

kitchen. Once I see the uh kitchen

probably I want to go outside in the

balcony and see then probably I'll take

my you know the entire thing towards the

left. I will go to the balcony as soon

as I've seen the space probably I want

to go ahead you know using the forward

arrow and probably experience the

bedroom. You know this is how I want to

experience it. Then there is a customer

too who comes who wants to first see the

bedroom. So he will first go and see the

bedroom, then come out and go to the

balcony, then come out, see the dining

area, then finally go to the kitchen. So

you can the place in whatever way you

want, right? So an idea of bringing up a

virtual reality tour or a virtual tour

is that the customer should be able to

experience the place. We will see one of

the virtual tours in just one or two

slides. Let me just quickly show you

that how these virtual tours are built

for other products as well. So this is

for a real estate industry where you're

showing a sample apartment. But we can

also do it in case of an automobile. So

let me say that there is a newspaper and

it has a QR code and as soon as I scan

the QR code, I'm taken to the virtual

reality tour of a car which shows me the

interiors of the car. So I'm able to

move around my phone to see that how the

interiors of the car look like, right? I

can see the exteriors of the car and you

can actually build a virtual reality

tour around it. Before booking a holiday

in a hotel industry, sometimes what

happens is that if I have a look at the

pictures of some hotel room, they look

very fascinating. But as soon as I reach

the hotel, I feel that this is a little

disappointing because the pictures

looked very different from what the

actual room looks like. So to give that

comfort to the customers, what you can

do is you can actually build a virtual

tour of the actual hotel room which

looks something like this. so that the

customers would have an actual idea of

how really the room is going to look

like when they reach the hotel. Right?

So this is a virtual tour of the hotel

room that you can see over here which

gives more comfort to the customers in

actually booking their holidays. And

there's something which in the in the

gaming industry you know where the

virtual reality is being used in a very

big way. So what you're trying to do is

you know in gaming industry a lot of

gaming industry in today's date is also

using the virtual headphones which looks

something like this and once you put on

the headphone you know actually you are

a part of that space experiencing it. So

if somebody has been to Disneyland and

you know the space explorations that

they do over there or maybe even the

gaming zones which use a normal headsets

you will see that how you become a part

of the entire experience you know when

you are actually experiencing the gaming

through the virtual reality headset. So

in gaming industry this has a very

prominent application and we also see it

sometimes when you're trying to build up

the 360° tours or the virtual tours for

certain tourist places. So certain

tourist places can also be experienced

as you can see over here on the right

hand side that you can zoom in, you can

zoom out, you can actually move to the

right, to the left before booking a

holiday that whether you would want to

experience this entire space or not and

there are virtual reality tours or 360

tours uh tours of a lot of tourist

destinations which are available at

various platforms. You can try

experiencing them. What we are going to

do is we are going to experience one of

those tours and which happens which

actually you can experience in a very

very different way. Right? So again

please keep your mobile phones handy.

Take out your mobile phones and this is

going to be very interesting. Nobody is

going to scan the code till the time I

explain what we are trying to now do.

Right? So please do not scan the code.

Please understand first what we will do

and then we will experience this thing

in the next 2 minutes. So what we are

going to see now is a virtual reality

tour of a very popular uh hotel which is

the hotel Atlantis in Dubai. Right? It

is a it's a very luxury hotel that you

have in Dubai and it has a lot of

components attached to it. So what we

are going to do is we will scan one QR

code. It will take us to a YouTube

video. But this YouTube video is very

different from a normal recorded video.

Right? So what I will do is as soon as I

scan the QR code I will be able to see

you know I'll scan it I can see you know

the outside of the hotel and then it

will take me inside the reception. Now

what I want all of you to do is to

experience this particular video in just

exactly the same way which I'm telling

you. So as soon as you enter the

reception I want you to just move around

your phone like this to see that how the

entire reception is looking like.

If you take your phone towards the up

like this, you will be able to see the

the how the ceiling is designed. If you

point it down, you will be able to see

the design of the floor. So, somebody

would be pointing down, somebody would

be seeing like this. For every person,

the experience is going to be different.

And then there are certain pointers,

those timestamps that I put over here.

As you can see here, 1.22, 1.45, and

2.20, 20 right I'm just telling you very

quickly at 1.22 you will see the balcony

from where you can see the famous palms

palm view from the balcony of hotel

Atlantis at 1.45 you will be seeing a

hotel room through which you can see the

famous aquarium that they have built uh

I think no and this is also u I think

1.22 is that uh room 1.45 45 is where

you see, you know, you'll have to

probably see it like this to see the

fishes in the aquarium. As soon as you

do like this, you'll be able to see the

building of the hotel through the water,

right? And 2.2 is where you see the

dolphin. So now I'm showing you the QR

code. I'll keep guiding you because I'll

also be scanning the code with you.

Please keep listening to the

instructions so that we can experience

this in a very beautiful way. Right? So

this is virtual tour of Hotel Atlantis

in Dubai. Please scan this and let us

start experiencing this. I'm also

scanning this along with you so that I

can also uh you know keep guiding you as

to how to experience this place.

>> Explore the culture.

>> Have you been able to open the link?

>> Yes, ma'am.

>> Yes. Okay.

>> So once we start the video, what you're

going to see in the very beginning of

the video is outside the Hotel Atlantis.

>> Yes.

>> Yeah. So now you have to obviously move

your device in order to experience the

place. Now as soon as you know, so there

is a outside of the hotel. My just

started as soon as I start entering the

hotel. Just start moving your phone to

just have a look around.

At exactly uh 2.0.24

you are entering the main reception.

Then you can actually start moving your

phone around like this to see how the

entire reception looks like. If you keep

your phone static you will not be able

to experience it. Just move your phone a

little upwards to see that how this

ceiling looks like. Just move it

downwards to see that how the floor is

looking like. And again you have at 4

0.47

again you are entering a place where

again you'll be able to experience that

how the waiting room of the guest looks

like. You can just move around the phone

to see that how this entire space is

designed. At 1.01 you'll be able to see

the view from the balcony and the famous

palm view. You can actually put your

phone a little down to see that how the

swimming pool and the entire water body

is looking like.

at 1.16

1.22. Now for me you can see the

aquarium view. If now please you can

pause the video at 1.22 as I said at

1.22 or maybe you can just move a little

uh ahead or back to see that at 1.22

Tutu I have to actually move my phone

you know like this to see to know that

this aquarium view is coming from inside

a room. So once you play this you will

see and you just put it down like this

there is a you know the bathing area the

bathing tub. If you look around this is

a room and if you point it towards over

here this is an aquarium. Now exactly at

1.45

what I want you to see is that you will

be able to see a lot of fishes. Just

keep your phone pointed towards the

upside so that you can see the hotel

building also through the water. Then

bring it down. You can see the fishes.

Move your phone up again to see the

building through the aquarium. You can

see what is happening in the water bed

of the aquarium and how you can see the

fishes like this. Then there's a dolphin

bay at 2.10. At 2.20, 20. I want you to

keep your phone down to have a look at

the dolphins. If you don't take it down,

you won't be able to see the dolphins.

So, just move it a little down at 2.20

to see that how the dolphins are there.

If you keep it straight, you won't see

the dolphins. So, there's a dolphin with

a trainer that you can see. If you keep

your phone like this down,

then you can take it a little upwards.

Right after this, they will start

showing you the water park. So water

park is also something that you can

experience maybe later on. So I just

wanted you to experience a few things

here and this is what all of you are

experiencing differently. So anybody

who's looking towards the left hand side

would see one particular part of the

hotel. The other person who's looking on

the other side will see the other side

of the reception. And this is a virtual

tour that they've created. So if you

keep your phone static there you will

not be able to experience a place. So

this the the the you know USB of this

video is that it helps you experience

the place in the way you would want to.

I want to see the dolphin bay you know

in different parts you know looking at

the dolphin also looking at the bay also

I want to just see how the reception

looks like the entire reception

you know is made in a very luxury way.

So that's one of the experiences uh that

explains that how a virtual tour of a

place can also be built. Have we seen

all of you?

Then maybe we can just stop the video

here and you can share the video

somewhere with you so that you can

experience it later on also. Yes. Have

you been able to experience it? Can I

have some comments on it in the in the

chat section?

Yes. Okay. You've been able to

experience it.

>> Actually, we have one students uh who

are currently working in Dubai,

right?

>> [laughter]

>> So have you ever go uh to this uh hotel

party?

>> Yes, it will be good to know. Yes,

please tell me. I've been to that hotel.

So I would want Yes, please.

>> Yes, beside this Atlantis prof.

>> Oh, okay. So you went there. You have

experienced this hotel before?

>> Not really on the Atlantis area but uh

near the B

near. Okay.

>> Okay. So you can actually build a

virtual tour around Bourj Khalifa also

that so that people are able to

experience it you know even the dancing

fountain show and all which happens in

Dubai. So there are ways of building it

you know so that you can promote a place

so that people can experience it even

while sitting at home. Okay. So uh yes

so you can actually feel that you are

actually there and actually experience

the place. So coming to the next one now

very quickly uh we will talk about the

artificial um intelligence as another

technology and uh I have a couple of

other very exciting things to show to

you. So we'll quickly now move on to the

next one. So artificial intelligence as

all of us understand it is a bundle of

lot of technologies working together and

when they are brought together you know

what happens is that you are able to do

a lot of tasks that typically a human

brain is able to do and probably

sometimes better than the way a human

brain is able to do because a machine

would not get exhausted while it is

processing information. the human brain

does get exhausted. Right? So artificial

intelligence, you know, a lot of things

are happening in this area. People have

started questioning whether, you know,

artificial intelligence is going to take

away certain jobs. Yes, it is actually

taking up jobs. We'll come to that part

also. But it is still a technology which

is finding its space in a lot of areas

in the marketing context. In various

areas, but also in marketing.

As you can see over here that there's a

very quick example of a very basic

simple application of artificial

intelligence that I put over here which

talks about how typically a Gmail works

in today's day. So when I talk about you

know a particular u you know email that

I want to write on Gmail. So artificial

intelligence is continuously monitoring

the way that I reply to my emails. For

example, let me say that, you know, when

I'm writing an official email, I, you

know, probably as a last liner, I use

looking forward to hearing from you,

looking forward to connecting with you,

you know, those typical lines that I

use. So, when I'm replying to an email

and as soon as I start typing looking

forward, do you see that this entire

sentence uh is something which is

suggested by the Gmail that okay, you

can write this and just click on it and

the entire sentence gets completed. This

is a very simple application of

artificial intelligence that I'm seeing

as a part of this product of Google

which is the Gmail that is being

presented to me for as a consumer right

and this is a very small part but there

are various other more applications also

which are more you know sophisticated

and more complicated as compared to what

we just discussed. So these are simple

things which are happening. So

artificial intelligence is finding its

place in various areas of our daily

lives also. For example, when I talk

about a smartphone, when I talk about,

you know, security cameras, when I talk

about social media platforms, when I

talk about e-commerce, when I talk about

the navigation, the Google maps, you

know, something that we talked about,

when I talk about self-driven cars or

autonomous vehicles, when I talk about

the banking and finance sector, smart

homes, all of these have applications

and many other areas of our daily life

have applications of AI which we are

experiencing now. Okay. Now before we

move on to uh you know the various

applications that we are just going to

talk about as examples where artificial

intelligence is being used by the

marketeers. It is important to

understand

that a lot of industry reports are

talking about how this entire um the

entire market for artificial

intelligence is going to grow right and

as you can see over here I'll just

mention a few figures over here. So by

2030 you know PWC report suggested that

uh AI will contribute um around $15.7

trillion to the global economy right and

it will find its applications in various

areas of business and that is why you

know people say that artificial

intelligence might also take away a lot

of jobs and which is happening but there

are a lot of industry reports by the way

which has started talking about the fact

that artificial intelligence is also

going to create a lot of new jobs. So if

it is taking away 10 jobs, it is also

creating 15 more jobs. But now for those

new jobs which are being created, the

kind of skills that you will need will

be very different from what you were

needing earlier. So now if you are

wanting to do a job in you know probably

2 years 3 years down the line because

you're now studying undergraduate and

post-graduate students you go out in the

job market you need to build up a lot of

skills especially the digital skills the

skills to be working with the technology

the skill to understand the application

of technology in building your strategy.

So once you're able to do that, you'll

be able to find you know some uh you

know nice job which is now relevant in

today's date in the digital age. So

unless and until you add those digital

skills, unless and until you understand

how technology aspect has found its way

in various areas of businesses, you know

that understanding you know is something

that you need to develop in order to be

you know relevant uh going forward in

the job market. And uh what we are doing

in this session and in the next week's

session is also trying to give you an

understanding of how technology is being

used by the brands and how you can

actually make use of technology in your

respective businesses in your respective

areas. Okay. And of course what you see

in the picture is that AI can definitely

shape the future of user experience.

Right? So UX is user experience and we

will see that how that experience can be

created.

Now one of the examples is here.

Now when I talk about a typical uh

shopping that I'm doing on Amazon or

similar e-commerce platforms as you

would have seen that once you buy you

know certain things you know on a

particular platform for example let me

say that I purchased this particular

dress you know the platform starts

suggesting me that since you bought this

then all these items also might be of

interest to you. This is what I'm

showing in the picture here. Now this is

a very very um prominent example of

personalization which we'll talk about

later on as a strategy also but I'm

explaining it here. Now what is this

personalization that since I bought this

particular dress so probably this is the

kind of dresses that I will wear. So

this is what I'm seeing on my platform.

There is another customer who buying

some other thing on the same platform.

I'll give you one example you know being

you know in this profession being from

India let me say from a particular

platform I'm buying a sari an Indian

sari which is a very common Indian dress

then what I see as certain suggestions

on that platforms are different types of

saris that I might want to buy there is

another female my age group who wants to

buy a dress right so she start seeing

suggestions for those dresses there is

yet another person who you know maybe a

boy who wants to buy a lot of sports

shoes right so in suggest sessions, you

are seeing a lot of sport shoes. Not

only that, sometimes a lot of e-commerce

platforms are also suggesting to you

what you see in the lower panel of the

picture that if you have bought this

dress, then what completes your look?

There's blazer on top of the dress.

There's a particular belt that you can

wear. There's a particular handbag that

you can carry with it. So, what

completes the look? And this is very

very similar to the Netflix

recommendations that you see. All of us

do understand what are Netflix

recommendations.

based on the content that I'm seeing on

Netflix, I start seeing recommendations.

So if I see a lot of thriller adventurer

adventurers or horror movies, those are

the suggestions that Netflix will start

showing to me. If I see a lot of um you

know dramas and soaps, then those are

the suggestions that I will start

seeing. If I see a lot of romantic

movies, those are the suggestions that

Netflix will start showing to me. So it

is again a very classic example of

personalization which we will talk about

later also. So this is one of the areas

of artificial intelligence. So why is it

an application? Because artificial

intelligence is helping you understand

the buy in this case the buying habit of

each and every customer. Every customer

is different. I'm picking up things as

per my liking. The other person is

picking up things as per their liking.

Then it is not just the their liking. We

talked about a a boy who wants to buy a

sport shoes right on a particular

platform. There could be somebody who's

buying the you know

uh buying the sport shoes but within a

particular budget. So the

recommendations have to be within those

budgets around only. There could be some

other uh boy again buying the sport

shoes but all the luxury brands and the

high-end shoes. So the recommendations

would be shown accordingly. So now what

artificial intelligence

has enabled you is it is helping you

understand each and every customer right

so whatever actions I'm doing even if

I've not bought a product I have

shortlisted a product and kept it in my

cart it helps the entire system the

e-commerce platform because it is making

use of customer insights it's making use

of artificial intelligence to understand

that customer so so that I can serve

that customer well so that I can propose

certain content in Netflix or certain

dresses over here which will be of

interest to that customer. Now what

happens in absence of Netflix

recommendations or these suggestions is

for example if I'm on Netflix I watch

horror movies and now Netflix is not

giving me any recommendations. If I have

the recommendations I'll click on one

I'll click on the other and I'll start

watching those. But if I don't have the

recommendations, I'll have to go through

the entire you know content on what

Netflix is offering as an OTD platform.

Then search for what is relevant for me

then try to see whether this is

something that I will like or not. So

that actually requires the consumer to

put in a lot of time right and Netflix

is making it easier because it is able

to understand the customer that okay

these are the things that you might want

to watch and therefore those

recommendations help the customer

quickly choose the content you know that

I would want to see and probably engage

in that uh behavior.

Then again, you know, another

application of artificial intelligence

in marketing. Let me say that I go to a

friend's place. I look at the living

room. Okay, let this picture start

again. And I like this hanging light,

right? So what I do is I just quickly

click the picture of this hanging light

like this and I post it online and I

start getting recommendations of the

similar lights which are available on

different platforms and the prices at

which these are available. So now it is

not that I will have to go and type

hanging light and then start seeing

stuff which doesn't even come close to

it. Once I put a picture, very similar

products will be picked up using

artificial intelligence and I'll be able

to see where I can buy similar products

and at what prices. Right? So now it has

become so so very easy to search for

products in this way also. And it is not

just this you know sometimes what

happens is that also you know during uh

traveling I'll just put it over here

that probably certain instructions are

written in a particular language uh you

know for example I go to France and in

French language there are certain things

which are written for the tourists which

I'm not able to understand. I can

quickly take a picture and Google lens

will help you also you know translate uh

French into English and then give you

the instructions in your own language or

in a local language if not English.

Right? So those things have become

possible because of artificial

intelligence now coming to the use of

artificial intelligence in product

designing.

Now what is this?

This is typically a face recognition

feature that we use in a smartphone.

Right now, whenever I'm taking a

smartphone and whenever uh I want to put

a face lock, I probably is I'm going to

scan my face. And every time I try to

unlock it, you know, the artificial

intelligence

working in the as a part of the system

is going to recognize my face and only

then unlock it. Right? So, it seems like

a very normal feature that we are using

in our day-to-day life. But then it also

has artificial intelligence working

behind it.

Okay. And then this is something similar

to what we did now. A combination of

artificial intelligence and augmented

reality. We saw something like this as a

part of Google maps when I was standing

in front of the Eiffel Tower and tried

to find the directions. Now this is

something which a lot of um large

airports in the US actually tried. So in

some of the cities in the US the

airports are very very massive in terms

of you know the distance that you have

to travel from one end to the other. So

they're big airports. So whenever I have

a flight to catch and whenever I'm

trying to find out the gate and from

which I have to board the flight you

know sometimes it becomes very difficult

to find the gate you know in such a big

airport. So this one, this particular uh

you know app which was offering this

feature combined artificial intelligence

and augmented reality where I could say

and tell them that okay I want to go go

to gate number E27 as you can see here

in the picture and it will start guiding

me that okay now go down one level using

this elevator once you reach down now

you go this way right and then you this

is how you're going to reach over there

so you'll actually be guided over here

and which also you know is some

application of you know how Google maps

would probably do it in the street view

but how you can also do it in the

realtime view you know very similar to

what we discussed a little earlier also

and what the future can look like with

AI

now what is this thing that you see

anybody who can just let me know very

quickly

what do you see in the picture delivery

package by in

delivery package Right.

>> by drone.

>> Yes. So now when I talk about drones,

you know, there's something which is

already happening with the help of

drones, right? For example, in India at

the time of COVID, certain places, you

know, medicines also were delivered

using a drone. But the use of

application of drones would become more

prominent in future. So what this future

application of AI would look like could

also include that how the drones will be

used in the future. For example, in

certain parks, you know, in certain

cities in Europe, uh in the UK also, you

know, there are big big massive parks

where people sit. So, uh there are a few

um you know, uh city parks where, you

know, you have those delivery outlets

for the drones. So I was seeing one

video where you know people wanted to

have a Starbucks coffee while sitting in

one of the parks and they ordered the

coffee you know using a Starbucks app

and a drone had actually delivered the

coffee in those one of the outlets which

is meant for dropping the you know the

drone delivery in this park and they

just picked up the delivery of Starbucks

coffee from that place and they had the

coffee in the park right so drone

delivery is also something which can be

uh used and uh explored in different

ways and

What is this that you see?

Let's have a look at it.

>> Auto taxi.

>> Yeah. Driver.

>> So,

>> do you see a driver in this?

>> No driver.

>> No driver.

>> Yeah. So, this is a self-driven car.

A self-driven car which we also called

as autonomous vehicle.

>> Oh yeah. Autonomous. Yes.

>> Yes. Yes. Right. How is it moving?

>> It it is moving because you know there

are certain technologies which are at

work

right. So there is an artificial

intelligence, there is a sensor

technology, there are other technologies

which are at work which is helping the

car to maneuver in a particular way. So

if there are certain cars in the

vicinity, you are able to actually the

sensors are able to trace it and you're

also able to put in the destination that

this is a place where I'm wanting to go

and exactly reach that place with the

help of this driverless car. Right? So

how easy would it be to implement this

thing in certain um countries of the

world? Again is a very big question. For

example, in those countries, in those

cities of the world where there's a lot

of population and where there is a lot

of uh where there is a lot of traffic on

the roads, probably this is not as easy

in today's day to implement. But people

are experimenting with this the

self-driven cars and we will see more of

these probably in the US uh you know

there are brands there are Tesla cars

and other uh manufacturers who are also

doing a little bit of experimentation

with the self-driven cars and this is

what you know the fe the future might

hold in for us to see that how this is

going to grow or whether it can grow or

not in future.

Okay. Now going beyond this.

Okay. So this is going to talk about the

next strategy, a digital marketing

strategy which is that of endorsement by

mainstream celebrities and social media

influencers. And this is something that

we are going to discuss next week in our

class. A very interesting class again

where we'll talk about a lot of things

related to influencer marketing. So the

endorsement part will be discussed in

the next week. So I'm just quickly

skipping this as of now. So as I said we

will talk about mainstream celebrities

we will talk about social media

influencers and also how influencer

marketing is changing in today's date.

Okay. So

>> yeah this is for the next week. So

moving on to the next strategy now that

is the use of chat bots. Now when I talk

about chat bots again you know it is

something which is based on the

application of AI. So a very simple

example of a chatbot. How many of you

use uh you know food delivery apps uh in

your country? Which is the most common

one in Indonesia in terms of the food

delivery apps? If you can let me know.

>> Go for it.

>> Very quickly.

>> Shopee grape.

>> Yes. So when you're using these apps,

when you order the food, you know,

sometimes the food is not delivered or

certain items are missing, you know. So

uh like uh here in India we have you

know a lot of common usage is Swiggy and

Zomato that we use as a part of the food

delivery app. So if some order is you

know missing some part of the order or

if the order has not been delivered or

there are certain other things related

to the order I'll typically typically

would go to the food delivery app and I

will you know it will tell me that go to

customer service and then suddenly you

know a thing pops out saying that hello

I'm so and so and I'll be your uh

assistant in uh solving your query. Do

you see typically there in any of the

other like the food delivery platforms

that you have

that is a chatbot interaction that you

have? Can you see here in the picture?

Hi, how can I help you?

>> Yeah,

>> right. And then you have those typically

four or five options.

>> I have you know problem with my food

delivery. certain item club is saying

some quality is not good and then you

select one of those right and then based

on your question it will start asking me

questions what was wrong with the order

the quality was not good it was not

delivered then it will come to your uh

so should I redeem it should I issue

your coupon uh let me come back to you

you know those are the kind of

interfaces which are happening then now

whatever interaction you are doing over

here is the interaction that you're

doing with the chatbot Right? And this

chatbot is obviously based on

technology. Uh and it is not um a human

being whom you are talking to. It's only

when the chatbot is not able to resolve

the issue for you that they will connect

you to a human being. You know, a person

who will actually then talk to you and

then probably resolve your issue. Now,

it is not just happening in case of food

delivery apps. It is happening in case

of a lot of other applications. For

example, uh you want you know to take

admission to a university. You might

have seen a university website. As soon

as you go to the website, it there might

be questions which pop up you know which

course are you looking for admission to

right and which particular year you want

the admission in. And then you start.

>> Yes. Then you start shopping.

>> Yes. Even in shopping in university

admissions a lot of places. So all of

these are your chat bots which are

actually backed by technology. So here

what happens is the machine is

interacting with you. the human being is

not interacting with you unless and

until it is required. So what are the

benefits of these chatbots? That since

there is a technology element which is

interacting with you. So you don't need

to have human beings sub uh sitting

there in the customer service center

trying to resolve the issues for you.

Right? It happens very quickly because

the technology can you know place your

issue your customer order much much

faster as compared to a human being. And

for example, if I just call up, you

know, a customer care center where

people are sitting, first I will have to

tell them that this is my order number,

this is the item that I ordered, then

they will tell me, okay, that wait for 5

minutes, then they will come back to me.

So they will, you know, there's a lot of

longish process which happens along with

the human beings. But with the

technology it happens much faster, much

quicker and you don't need to pay

salaries to human beings when you have

the entire system digitized and when you

have the entire system working on the

technology. This is one area where the

jobs are getting killed. This is one

area of AI where we say that the jobs

will be impacted. So a lot of people who

were working in the customer care

departments if earlier there were 100

people sitting now you need to have only

10 people only to resolve only those

specific issues which the technology

cannot resolve. So the jobs in the

customer care centers have really gone

down because people do realize that if

they use technology then they can

actually work much cheaper by using

chatbot at a much lower cost as compared

to the salaries that they would have

paid to 100 people sitting in the

customer care department. Right? So the

support is there plus what happens in

customer support uh customer service

department is typically you'll have a

12-hour shift for one group of people

and then 12-hour for the other people.

So you have a lot of cost in element

involved in it. With technology once you

have designed a chatbot it is available

to you 24/7. It does not get tired. It

is able to place things quickly. Quick

interaction with the customer at the

lowest possible cost. So these are the

benefits of using the chatbot and but at

the same time as we said it is also

taking away the jobs right so this is

just one example of a food delivery

platform that I've just mentioned over

here and there are other ways also in

which chatbot can be used I'll just

quickly move on to the next example

where I'm also combining [snorts] how a

chatbot can help you assist in shopping

so just have a look at what I'm going to

show you now so this is going to talk

about uh how you know a chatbot is

interacting with you, giving certain

suggestions for you. When I want to buy

sunglasses for myself from Ray-B band,

it will ask me what is your budget. It

will ask me what is the type of

sunglasses that I want to buy. Once I

pick up a particular glass, it will also

go to the augmented reality app. Tell me

that okay, have a look at this in the

picture and then we'll see more of this

interaction. So, in shopping, how can we

use it? See, so it asks me what type of

sunglasses I think it does. Yes. So I

want to buy new sunglasses. Any

suggestions? It starts giving me

suggestions. I say Ray-B band. It says

fine for men, women, which particular

price range. I'm giving my price range

over here. Then it says okay, I'll show

you certain options like this.

I pick up a particular option.

I look at it from various angles. Then I

look go to my camera and I try it on my

face

to see how it looks like on my face and

I want to do a quick call to a friend to

find out okay that whether it's looking

good. She says yes. I make the payment,

enter my address and then the order is

out for delivery to me.

Do you see this entire process that I

just explained in this picture? Right.

So it is actually combining augmented uh

uh reality because you're also seeing

you know your face you're able to talk

to your friend showing the you know how

the sunglasses are looking artificial

intelligence is helping you doing all

the interaction okay this budget this

particular brand so it is going to get

all the options together if I tell a

human being to assist me like that then

you'll have to actually take time to

process the entire information together

so this is happening very quickly very

seamlessly you know uh through this

particular app where you are also able

to assist customers in doing their

shopping.

So when I talk about chat bots very

quickly there are very different types

of chat bots that can be used by the

companies. I'll just explain the a few

applications in the marketing area but

there are also the chat bots which are

used for training of people the

employees in the organization that is

the task of the HR department. You also

have troubleshooting chat bots. If I'm

facing a problem with a laptop or any

machinery or hardware, I can also use

troubleshooting laptop, you know, chat

bots in order to fix certain issues in

my laptop, in my machine, in my desktop

and other machines. And then there is a

training bot, an e-commerce bot,

university chatbot as we talked about, a

food delivery chat bot that we talked

about, right? So, there can be different

types of chat bots.

Now talking about personalization.

Now this is one thing that I've talked

about when we were talking about okay

when I buy this dress I see you know all

those dresses or Netflix recommendations

once I see a particular content there is

something which is suggested for me. uh

there's a very typical type of

personalization and when I talk about

personalization this is also using AI

because using AI I'm able to understand

what the customer wants right so when I

talk about things this brand likes

Spotify

how many of you use Spotify

can you quickly tell me in the chat box

>> frequently

>> yes

>> every day

>> almost every day

>> almost every Okay. So I thought I should

first ask so that you know we understand

the example more. So I guess it it is

one of the most popular uh music apps uh

that is used around the world. Any idea

which country is Spotify from? A lot of

times a lot of students don't know. A

lot of times you don't even know like

which country what is the country of

origin? Where which country is it from

originally? Norwegian.

>> No,

>> Australia.

>> Australia. Swedes. Sweden. Sweden.

>> Sweden.

>> Sweden. Yes. So, it's a Swedish brand

and it is popular across the world. What

I'm going to show you is, you know, one

of the things that Spotify shows here in

India, right? So, when if this is a kind

of music, you know, uh, so there's a lot

of, um, variety in Indian music also.

Let me say that there's an Indian

consumer and uh that this is the kind of

music that you listen to. Now what

happens is now

just one minute. Yeah. If you have a

look at this arrow based on your recent

listening. So what kind of music I

listen to is something that Spotify

starts suggesting to me. Just like very

similar to the Netflix recommendations,

right?

>> Same with the Netflix.

>> Yeah. Again, your top mixes. It will

make various albums and it will contain

you know all the songs that Spotify

thinks that would be relevant to you

because my music listening habits would

be very different from yours within

India also you know one consumer the

other consumer also of the same age

group will have very different listening

habits. So this is now typically a very

good example of personalization.

Now what I want to ask you was

something. How many of you are aware of

and I'm sure I I think they would be

offering that in Indonesia as well. Have

you heard of something which is called

as a Spotify wrapped

Spotify rap which they present at the

end of the year?

>> Yeah Spotify rap using by

personalization uh one year uh top place

music.

>> Yes. So throughout the year they will

show you like for customer number one.

Okay, this is a song that you heard the

most. These are the total number of

minutes that you heard this song. You

know, probably if you're listening to

something on loop, it will actually tell

you these are your top uh most artists

that you listen to. These are the top

five songs. This is your, you know, the

entire yearly report. And this Spotify

rap looks different for everybody,

right? Is it the same for any two

people? Yes, of course. Different

>> different.

>> Yes. So, how is it different? Because

artificial intelligence is able to

actually gather data of each and every

customer because you know when you talk

of you know these days about big data

what is this big data? Every customer is

you know using experiencing things

experiencing Spotify in very different

way right so how do I use this big data

in order to best serve the customer. So

now for me I see that yes this is a song

which appeals to me. This is my mix.

This is my Spotify rap. This is a

perfect example of personalization

because it is just built as per your

music taste. Now another person in my

family only might have you know

different taste altogether and that

person he or she is experiencing Spotify

in a different way altogether because

the music taste is different. The

Spotify rap looks very different. At the

year end just try and compare your

Spotify app with your friends and you

realize that for everyone the content is

very different. So this is an example of

personalization that means personally

designed for me right? Netflix

recommendations personally designed for

me. When I talk about those product

recommendations personally designed for

me. So these are perfect examples of

personalization right and we talked

about Spotify as an example over here

and it has been shown through various

researches that you know when you are

actually you know using personalization

as a strategy it really appeals to the

customer because everything is designed

around the needs and requirements and

the taste of the consumer right now. Uh

so Spotify is something that I designed.

Now there's another example that I've

written over here. I'll just quickly

explain it not trying to spend too much

time over here. So also a lot of people

use cab services, right? So we do also

have like Uber throughout the world. We

also have Ola cabs which is a particular

brand here in India for the cab

services. So I'll just take example of

for example Ola Ola caps. It could be

for Uber and any other such service

also. So now once I'm registered you

know in the app and I just book a cab

you know how do I add that element of

personalization every time to it. So

because I'm booking the cabs probably on

a continuous basis on the basis of my

rides the the artificial intelligence

would be able to figure out okay that

this is where I travel to generally I

use less of cabs right so but still

artificial intelligence every time I

book a cab it recognizes me. So once I

took a cab and I was just selecting on

that you know the tab which is inside

the cab that okay let me listen to some

music. So I just selected a few tracks

that okay you know this is going to take

me 1 hour let me just listen to the

music and I just selected a few audio

tracks to listen to. Now next time I'm

taking a cab now in another 3 4 months

as soon as I sit inside the cab they

would say hello

you know how are you today you know so

that voice comes. So first of all, as

soon as I'm sitting in the cab, there's

a personalized connect that you're

trying to establish with the customer.

Then the tab would display that would

you want to listen to your earlier music

list or do you want to listen to some

new music today? If I say earlier list,

then all those tracks audio tracks that

I had entered you know in the previous u

road trip that I had booked it will

actually take me to the previous uh you

know that playlist even when it was done

four five months back. So that's how you

are recognizing each and every customer.

That's how you're trying to establish a

personal connect with the customer and

that's where the customer know that I

you know has a feeling that I'm valued

you know that that it remembers my name

it is greeting me it knows what is my

music choice it knows that whether I

will watch news or whether I will listen

to music and that's how it works right

so personal connect with the customers

has become very important and we will

see you know one more example over here

so

this is something that I've explained to

you that when I'm buying you know some

apperals then I start getting some

recommendations. But a very interesting

thing is also this one. So Zumato again

is one of the food delivery apps that we

have here in India and it is not just

being done by Zumato, it is being done

by lots of businesses in India and

across the world. Earlier what you know

were doing it whenever they were sending

emails to customers it looked a lot like

spam mails. Okay, 50% discount this that

you know all of that has stopped working

because a lot of times it is noticed

that customers will not even click on

these emails to see what is written

inside the email to get the message. So

let us see that what the companies are

doing in today's day because of AI. Now

what I do is I just draft one mail and I

give one command and the command is

automatically able to pick up the names

the first name the last name whatever

however you design it of each and every

individual customer. So now when an

email is delivered in my inbox it will

look something like this. I will just

show it to you.

Do you see the first part of the email?

Ruchi we have a compliment for you

inside. This is something that I

received right so using my name Ruchi we

have a compliment for you inside now

this is now not saying to a general

customer for a person whose name is

different Dr. Renee this will look very

different rene we have a compliment for

you inside you know this will read like

that for Dr. to Renee. So now once I

click on this email and it and the

subject sounds very exciting that you

have a compliment for me and now once I

open the mail this is what I see uh you

know something that you're seeing on the

right hand side in the red part you are

looking at one of the best people ever

and this person definitely needs to

treat themselves to a yummy meal right

order now.

So now what you have encouraged the

customer is to open the mail and when

Zumato is saying order now as soon as I

click on order now this will

automatically take me to the Zumato site

where I'll be able to order food for

myself. So now from a junk mail kind of

a thing you have actually encouraged the

customer to engage with this content and

taking the customer to the platform. Now

I'm not saying that everybody will

actually end up buying it but you are

actually at least trying to establish a

personal connect with a customer through

this personalization method. This is

what we are trying to understand over

here.

Okay. Another strategy is that of

shoppable posts.

Very quickly I'll try to explain it. It

simply means that social media

advertising has become very important.

Whenever I'm seeing an ad on the social

media and I'm interested in watching a

product uh you know in buying a product

you know I watched an ad I want to buy a

product for example like this

on Facebook. So this is a brand which

sells furniture and home furnishings in

India. This is called as hometown. In

one of the sponsored ads on Facebook, if

I see this thing, this piece of