Digitalization and its impact on contemporary marketing strategies and practices
- Guest Editorial
- Published: 20 April 2022
- Volume 10 , pages 103–105, ( 2022 )
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- Tat-Huei Cham 1 ,
- Jun-Hwa Cheah 2 ,
- Mumtaz Ali Memon 3 ,
- Kim-Shyan Fam 4 &
- Józsa László 5
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Since its inception, technology has transformed the way businesses operate and the consumption of goods and services. (Matarazzo et al. 2021 ; Sestino et al. 2020 ). For example, technology has revolutionized the way companies promote their products and services, perform their business activities, communicate/exchange information, and manage resources. On the consumer side, technology has significantly changed consumption patterns and empowered them to be part of the product acquisition process (Cham et al. 2020 , 2022 ; Cheah et al. 2022 ; Lim et al. 2022 ). In every aspect of business, the emergence of new technologies such as artificial intelligence, big data, blockchain, virtual reality, and robots have created a new paradigm shift and promoted innovation in the area of marketing research and practices (Grewal et al. 2020 ; Lim et al. 2020; Steinhoff and Palmatier 2021 ). Such transformation has become a marketing catalyst, perpetuating new marketing trends and archetypes in digital marketing and marketing analytics.
In recent years, the progression of digital marketing via social media has expanded beyond its original purpose as a platform for social networking. Instead, it has evolved into a platform that enables businesses to communicate with their customers almost instantly and be directly involved in developing marketing strategies (Cham et al. 2021 ; Iankova et al. 2019 ). Specifically in digital marketing, customers can collaborate with companies as co-creators in almost every aspect of the business process including product/service development, value creation, and marketing strategy development (Li et al. 2021 ; Olson et al. 2021 ). By incorporating user-generated content into digital marketing, consumers can assume the role of “broadcasters,” they no longer listen to the marketers, just like what happened in the past (Cham et al. 2022 ; Cheung et al. 2021 ). Undoubtedly, the benefits of digital marketing and the potential of high ROI have made this channel one of the marketers’ most preferred choices (digitalthirdcoast.com 2022 ).
In addition, the emphasis on digitization and data-driven practice among businesses nowadays has made marketing lean towards science-based and provides marketers unlimited access to valuable insights into their company performance, customers, and opportunities (Ritter and Pedersen, 2020 ). In essence, marketing analysis is seen as identifying patterns of data that help marketers in marketing decisions. With the availability of marketing and data analysis tools (e.g., Google Analytics, Phyton, Heap Analytics, Optimizely, Klipfolio, etc.), the importance of how data can explain market trends and better understand consumer preferences are clearly spelled out (Petrescu and Krishen 2020 ; Yu et al. 2019 ). More importantly, marketing analytics help businesses and marketers optimize their marketing campaigns, segment their market, and reduce costs associated with marketing activities, providing business organizations with a sustainable approach in the long term.
Despite particular research conducted on the issues related to digital marketing and marketing analytics, additional attention is needed to study the revolution and potentially disruptive nature of these domains (Petrescu and Krishen 2021 , 2022 ). Considering the substantial impact of digital marketing and marketing analytics in the current competitive and demanding business landscape, the special issue editors hope that this issue lays a foundation in the academic perspective of these domains. We would like to recommend that more research be conducted to challenge the existing status quo and raise awareness of these domains in the near future; especially in the contemporary environment that requires more than just the knowledge brought from traditional marketing. For instance, there is room to explore further how biological technology (i.e., facial recognition payment), livestreaming, virtual influencer, neuromarketing, blockchain technology, metaverse, gamification, and omnichannel platform could be used for the marketing and analytic purposes.
Lastly, we would like to take this opportunity to thank all the authors who have submitted their work to this special issue, “ Digitalization and Its Impact on Contemporary Marketing Strategies and Practices, ” of the Journal of Marketing Analytics, and we are grateful to all reviewers who have rendered their service and expertise to ensure the quality of the publications. We want to extend our appreciation to the editors, Anjala S. Krishen and Maria Petrescu, for their endless support and for entrusting us with this task.
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UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia
Tat-Huei Cham
School of Business and Economics, Universiti Putra Malaysia (UPM), Serdang, Selangor, Malaysia
Jun-Hwa Cheah
NUST Business School, National University of Sciences and Technology, Islamabad, Pakistan
Mumtaz Ali Memon
School of Management, Harbin University of Commerce, Harbin, China
Kim-Shyan Fam
Széchenyi István University, Győr, Hungary
Józsa László
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Cham, TH., Cheah, JH., Memon, M.A. et al. Digitalization and its impact on contemporary marketing strategies and practices. J Market Anal 10 , 103–105 (2022). https://doi.org/10.1057/s41270-022-00167-6
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Published : 20 April 2022
Issue Date : June 2022
DOI : https://doi.org/10.1057/s41270-022-00167-6
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DIGITAL MARKETING: CONCEPTS & ASPECTS.
2019, International Journal of Advanced Research (IJAR)
In the current era Digital Marketing is one of the most preferred forms of marketing. It is extremely popular in the younger generations, also being used by middle and the older generations. Today marketers are using digital marketing as a channel to market their products and the services. Digital Marketing is the way of electronic communication with customers and consumers. Due advancements in technology, the use of digital marketing, social media marketing, and search engine marketing is increasing rapidly. Digital marketing requires a new understanding of customer behavior. Digital marketing is a strategy that gives an individual or organization the ability to get in touch with clients by establishing innovative practices, combining technology with traditional marketing strategies. Digital marketing is beyond internet marketing including channels that do not require the use of Internet. Digital marketing includes Mobile phones -SMS and MMS, social media marketing, display advertising, search engine marketing and many other forms of digital media. The purpose of this paper is to study the concept and various aspects of digital marketing and to explore the differences between digital marketing and traditional marketing.
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Bhaskar Jha
The era of traditional marketing is slowing fading out owing to its high cost and low conversion ratio, and is being replaced by heavy investments in Digital Marketing by all firms alike. Digital Marketing uses various digital tools and technology to reach the target customers and performs data driven marketing of products and services. Identification of target customer is comparatively easy in digital media marketing and hence is more effective compared to traditional media marketing. This paper gives an insight on how by using digital marketing, the customer reach can be enhanced in a cost-effective way. It also gives a review of how the digital marketing landscape is changing. It emphases on how social media platforms can be leveraged for digital marketing and discussing the effectiveness of different platform. Besides this, various channels are available to make the digital marketing experience smoother. Tools like search engine optimization, influencer marketing, product placement etc. helps in increasing the visibility of the product significantly. Below the line activities such as e-mail marketing, content marketing, affiliate marketing helps you to connect with the customer directly. Various channels such as Pay per click marketing, Social Media Marketing, YouTube marketing and effectiveness of each channel has been discussed in this paper. The elements of a digital marketing program for attracting the customers, engaging them and retaining them and how to understand their preferences would be known after reading this paper. This will help to choose the best digital marketing channel based on products and services that you are offering. The final aim is to decide upon which channels and social media platforms to be used strategically and achieve the right mix and desired ROI. This research can provide a general framework for comparing different social media platforms and how the selection of particular channel and digital platform will influence the product or service communication. Also, the way forward and the need for organizations to go digital has been stressed upon. The shift towards a digital India will take place over a period of time. The internet penetration of urban India is close to 60% but that of rural India still stays at less than 20%, hence it will be a slow and steady process. The market is becoming very competitive and digital organizations need to update their marketing strategy in accordance with the consumer behaviour. Digital marketing allows marketers to come up with more innovative ideas to market their products. Latest technologies like 3D printing have also been discussed which may change the way marketing happens in future. It is now possible to create a 3D object from a digital model. This can be a viable marketing tactic for businesses in future. In future it will be possible for businesses to create accessories which can then be printed by customers who have 3D printers. This will result into elimination of unnecessary processes and also help in customization. The future of marketing is here, ready?
International Journal of Trend in Scientific Research and Development
Dr. Sudhakar D Bhoite
Informatyka Ekonomiczna
iwona chomiak
Journal of Marketing
Nenad Peric
The authors of this paper have analysed the current and future tendencies in digital marketing communications (DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident , as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.
harshit gupta
CroDiM : International Journal of Marketing Science
Sanja Bijakšić
International Research journal of Management Science and Technology ISSN 2250 – 1959 (online) ISSN 2348 – 9367 (Print)
Pinaki Mandal
Today is the age of digital marketing, every nook and corner of the world is getting connected with the help of the advanced forms of digital media. The article is an attempt to understand what exactly digital marketing is and how it affects today‟s marketing scenario. It elaborates the various strategies which a firm can use to make it more impactful in the world of marketing. It tries to explain the evolution of digital marketing from the primary objective of “customer servicing “to more serious and secondary objective of “engagement”.
Amity University
Prof.Dr.Rashmi Gujrati
:Today in the 21st century everything is changing the world is transforming into technology. Everything is transforming in digital –education, entertainment health, real estate banking retail sector all is moving toward digitalization .in this year businesses have started to plan their strategy and understanding that the situation of business consequence has been changing endlessly toward the technology. Whether they like or dislike but firms are adapting to the online marketing process. For the business digital marketing are lower cost and boundless profitable encouragement. Digital marketing app is electronic media marketers use it to promote their goods and services into the market. The main purpose of the digital market is to invite the consumer to introduce the brand through media. There is no limit to the digital market. To promote their company, it has a lot of things to promote their goods and services with the smartphone, tablet laptop, digital billboards, and a lot of other social media. This paper is going to view the transforming market towards the digital trend. Keywords: Digital Marketing, Marketing, Marketing Trends, Digitization, Social Media, Internet.
International Journal of Management, IT & Engineering
This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to traditional or conventional methods. In this study, we acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and are becoming more and more common in our advancing technology. It is demonstrated that we all are connected through whatsapp and facebook and the increasing use of social media is creating new opportunities for digital marketers to attract the customers through digital platform. Awareness of consumer’s motives is important because it provides a deeper understanding of what influences users to create content about a brand or store. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company’s target market utilizes is another key factor in guaranteeing that online marketing will be successful. The effectiveness of Internet marketing with respect to different business can be analyzed. The study can further be extended to compare the internet marketing techniques with specific to various businesses.
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Video generation models as world simulators.
We explore large-scale training of generative models on video data. Specifically, we train text-conditional diffusion models jointly on videos and images of variable durations, resolutions and aspect ratios. We leverage a transformer architecture that operates on spacetime patches of video and image latent codes. Our largest model, Sora, is capable of generating a minute of high fidelity video. Our results suggest that scaling video generation models is a promising path towards building general purpose simulators of the physical world.
More resources
- View Sora overview
This technical report focuses on (1) our method for turning visual data of all types into a unified representation that enables large-scale training of generative models, and (2) qualitative evaluation of Sora’s capabilities and limitations. Model and implementation details are not included in this report.
Much prior work has studied generative modeling of video data using a variety of methods, including recurrent networks, [^1] [^2] [^3] generative adversarial networks, [^4] [^5] [^6] [^7] autoregressive transformers, [^8] [^9] and diffusion models. [^10] [^11] [^12] These works often focus on a narrow category of visual data, on shorter videos, or on videos of a fixed size. Sora is a generalist model of visual data—it can generate videos and images spanning diverse durations, aspect ratios and resolutions, up to a full minute of high definition video.
Turning visual data into patches
We take inspiration from large language models which acquire generalist capabilities by training on internet-scale data. [^13] [^14] The success of the LLM paradigm is enabled in part by the use of tokens that elegantly unify diverse modalities of text—code, math and various natural languages. In this work, we consider how generative models of visual data can inherit such benefits. Whereas LLMs have text tokens, Sora has visual patches . Patches have previously been shown to be an effective representation for models of visual data. [^15] [^16] [^17] [^18] We find that patches are a highly-scalable and effective representation for training generative models on diverse types of videos and images.
At a high level, we turn videos into patches by first compressing videos into a lower-dimensional latent space, [^19] and subsequently decomposing the representation into spacetime patches.
Video compression network
We train a network that reduces the dimensionality of visual data. [^20] This network takes raw video as input and outputs a latent representation that is compressed both temporally and spatially. Sora is trained on and subsequently generates videos within this compressed latent space. We also train a corresponding decoder model that maps generated latents back to pixel space.
Spacetime latent patches
Given a compressed input video, we extract a sequence of spacetime patches which act as transformer tokens. This scheme works for images too since images are just videos with a single frame. Our patch-based representation enables Sora to train on videos and images of variable resolutions, durations and aspect ratios. At inference time, we can control the size of generated videos by arranging randomly-initialized patches in an appropriately-sized grid.
Scaling transformers for video generation
Sora is a diffusion model [^21] [^22] [^23] [^24] [^25] ; given input noisy patches (and conditioning information like text prompts), it’s trained to predict the original “clean” patches. Importantly, Sora is a diffusion transformer . [^26] Transformers have demonstrated remarkable scaling properties across a variety of domains, including language modeling, [^13] [^14] computer vision, [^15] [^16] [^17] [^18] and image generation. [^27] [^28] [^29]
In this work, we find that diffusion transformers scale effectively as video models as well. Below, we show a comparison of video samples with fixed seeds and inputs as training progresses. Sample quality improves markedly as training compute increases.
Variable durations, resolutions, aspect ratios
Past approaches to image and video generation typically resize, crop or trim videos to a standard size—e.g., 4 second videos at 256x256 resolution. We find that instead training on data at its native size provides several benefits.
Sampling flexibility
Sora can sample widescreen 1920x1080p videos, vertical 1080x1920 videos and everything inbetween. This lets Sora create content for different devices directly at their native aspect ratios. It also lets us quickly prototype content at lower sizes before generating at full resolution—all with the same model.
Improved framing and composition
We empirically find that training on videos at their native aspect ratios improves composition and framing. We compare Sora against a version of our model that crops all training videos to be square, which is common practice when training generative models. The model trained on square crops (left) sometimes generates videos where the subject is only partially in view. In comparison, videos from Sora (right) have improved framing.
Language understanding
Training text-to-video generation systems requires a large amount of videos with corresponding text captions. We apply the re-captioning technique introduced in DALL·E 3 [^30] to videos. We first train a highly descriptive captioner model and then use it to produce text captions for all videos in our training set. We find that training on highly descriptive video captions improves text fidelity as well as the overall quality of videos.
Similar to DALL·E 3, we also leverage GPT to turn short user prompts into longer detailed captions that are sent to the video model. This enables Sora to generate high quality videos that accurately follow user prompts.
Prompting with images and videos
All of the results above and in our landing page show text-to-video samples. But Sora can also be prompted with other inputs, such as pre-existing images or video. This capability enables Sora to perform a wide range of image and video editing tasks—creating perfectly looping video, animating static images, extending videos forwards or backwards in time, etc.
Animating DALL·E images
Sora is capable of generating videos provided an image and prompt as input. Below we show example videos generated based on DALL·E 2 [^31] and DALL·E 3 [^30] images.
Extending generated videos
Sora is also capable of extending videos, either forward or backward in time. Below are four videos that were all extended backward in time starting from a segment of a generated video. As a result, each of the four videos starts different from the others, yet all four videos lead to the same ending.
We can use this method to extend a video both forward and backward to produce a seamless infinite loop.
Video-to-video editing
Diffusion models have enabled a plethora of methods for editing images and videos from text prompts. Below we apply one of these methods, SDEdit, [^32] to Sora. This technique enables Sora to transform the styles and environments of input videos zero-shot.
Connecting videos
We can also use Sora to gradually interpolate between two input videos, creating seamless transitions between videos with entirely different subjects and scene compositions. In the examples below, the videos in the center interpolate between the corresponding videos on the left and right.
Image generation capabilities
Sora is also capable of generating images. We do this by arranging patches of Gaussian noise in a spatial grid with a temporal extent of one frame. The model can generate images of variable sizes—up to 2048x2048 resolution.
Emerging simulation capabilities
We find that video models exhibit a number of interesting emergent capabilities when trained at scale. These capabilities enable Sora to simulate some aspects of people, animals and environments from the physical world. These properties emerge without any explicit inductive biases for 3D, objects, etc.—they are purely phenomena of scale.
3D consistency. Sora can generate videos with dynamic camera motion. As the camera shifts and rotates, people and scene elements move consistently through three-dimensional space.
Long-range coherence and object permanence. A significant challenge for video generation systems has been maintaining temporal consistency when sampling long videos. We find that Sora is often, though not always, able to effectively model both short- and long-range dependencies. For example, our model can persist people, animals and objects even when they are occluded or leave the frame. Likewise, it can generate multiple shots of the same character in a single sample, maintaining their appearance throughout the video.
Interacting with the world. Sora can sometimes simulate actions that affect the state of the world in simple ways. For example, a painter can leave new strokes along a canvas that persist over time, or a man can eat a burger and leave bite marks.
Simulating digital worlds. Sora is also able to simulate artificial processes–one example is video games. Sora can simultaneously control the player in Minecraft with a basic policy while also rendering the world and its dynamics in high fidelity. These capabilities can be elicited zero-shot by prompting Sora with captions mentioning “Minecraft.”
These capabilities suggest that continued scaling of video models is a promising path towards the development of highly-capable simulators of the physical and digital world, and the objects, animals and people that live within them.
Sora currently exhibits numerous limitations as a simulator. For example, it does not accurately model the physics of many basic interactions, like glass shattering. Other interactions, like eating food, do not always yield correct changes in object state. We enumerate other common failure modes of the model—such as incoherencies that develop in long duration samples or spontaneous appearances of objects—in our landing page .
We believe the capabilities Sora has today demonstrate that continued scaling of video models is a promising path towards the development of capable simulators of the physical and digital world, and the objects, animals and people that live within them.
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Acknowledgments
Please cite as Brooks, Peebles, et al., and use the following BibTeX for citation: https://openai.com/bibtex/videoworldsimulators2024.bib
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This essay focuses on the value of digital marketing, how it differs from offline marketing, and how social media platforms and technology tools affect the success of digital advertising strategies.
The purpose of this essay is to explore the impact of digital marketing and how important it is to both consumers and marketers. This essay begins with an introduction to digital marketing and ...
1. Introduction. These days, digital marketing has become part of people's daily lives around the world. As of January 2021, there were 4.66 billion internet users worldwide—59.5% of the global population (Statista, Citation 2021).Vietnam alone has 70.3% of the population using the Internet, an increase of 0.8% over the same period last year.
A full explanation of the growth of digital marketing and its different components, such as media marketing social, marketing cellular, strategy marketing, and digital marketing strategy, is ...
Digital Marketing to Millennials An Essay Presented by Alexa Jordan Schmidt to Department of Marketing of Spears School of Business In partial fulfillment of the requirements for a degree with honors of Bachelor of Science Dr. Marlys Mason, First Reader Dr. Jerry Rackley, Second Reader Oklahoma State University May, 2017
Despite particular research conducted on the issues related to digital marketing and marketing analytics, additional attention is needed to study the revolution and potentially disruptive nature of these domains (Petrescu and Krishen 2021, 2022).Considering the substantial impact of digital marketing and marketing analytics in the current competitive and demanding business landscape, the ...
marketing, there are few definitions of digital marketing. Urban (2004, 2) suggests that "Digital marketing uses the Internet and information technology to extend and improve traditional marketing functions." This is a broad definition, concerning all of the traditional 4 P's, and both customer acquisition and retention. We also ...
History The term digital marketing was first used in the 1990s,[7] but digital marketing has roots in the mid-1980s when the SoftAd Group, now ChannelNet, developed advertising campaigns for automobile companies, wherein people would send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia ...
1. Introduction. It has been nearly a quarter century since commercial use of the Internet and the World Wide Web began. During this time the business landscape has changed at a frenetic pace.Large multinational corporations such as Google, Facebook, Amazon, Alibaba, eBay and Uber, unheard of twenty years ago, have emerged as key players in our modern economy.
Internet users are increasing rapidly and digital marketing has profited the most because it mainly depends on the internet. Consumer's buying behavior is changing and they are more inclined towards digital marketing rather than traditional marketing. Keywords—digital marketing, internet, online advertising, internet marketing INTRODUCTION
The present study provided individuals, companies, organizations, businesses and researchers, with digital marketing strategies to increase visibility to their target market. The rise in popularity of organizations integrating technology into their marketing strategy, directs attention to the need for an in-depth review of digital marketing strategies. Making a strategic shift to client ...
Essay on Digital Marketing: Digital marketing is when any product is promoted through a minimum of one form of electronic media. This form of marketing is vastly different from traditional marketing. Digital marketing consists of various methods and channels that allow any organization or company to have and study this form of marketing to find out what works for them and what does not.
The purpose of this research is to study the impact of Digital Marketing, how it's an important tool for both marketers and consumers, and its influence on consumer buying behavior. With the ever increasing development in technology, the use of Digital Marketing, Social Media Marketing, Search Engine Marketing is also increasing. Digital Marketing is used by the marketers to promote the goods ...
om/papers/ijtsrd23. ... Guide-to-Digital- Marketing.pdf [12] ... Digital marketing is the practice of promoting goods or services via the use of digital technology, mostly the Internet but also ...
This section synthesizes the existing literature focusing on digital and social media marketing and discusses each theme listed in Table 1 from a review of the extant literature. Studies included in this section were identified using the Scopus database by using the following combination of keywords "Social media", "digital marketing" and "social media marketing".
Digital Marketing is the way of electronic communication with customers and consumers. Due advancements in technology, the use of digital marketing, social media marketing, and search engine marketing is increasing rapidly. Digital marketing requires a new understanding of customer behavior.
strategy using digital marketing rather than traditional marketing. Bala, M., & Verma, D. (2018)4.In their research paper, a critical review of digital marketing has reviewed secondary data and mentioned that digital marketing is cost-effective as a tremendous commercial impact on the business, and
Digital Marketing Essay - Free download as PDF File (.pdf), Text File (.txt) or read online for free. Scribd is the world's largest social reading and publishing site.
PDF. Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections, Tracy R. Harmon. PDF. The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes, Robert J ...
Based on the literature review, the researchers identified the following themes: digitalization and digital marketing, digital and traditional modes of marketing, social media as a digital ...
Very Long Essay on Digital Marketing 400 Words in English. Introduction on Digital Marketing Essay: Digital marketing is a very good tool that organizations and companies can use to promote their goods and services. There are about nine different types of digital marketing. They are as follows: SEO (Search Engine Optimization)
Use this year's Gartner Emerging Tech Impact Radar to: ☑️Enhance your competitive edge in the smart world ☑️Prioritize prevalent and impactful GenAI use cases that already deliver real value to users ☑️Balance stimulating growth and mitigating risk ☑️Identify relevant emerging technologies that support your strategic product roadmap Explore all 30 technologies and trends: www ...
We explore large-scale training of generative models on video data. Specifically, we train text-conditional diffusion models jointly on videos and images of variable durations, resolutions and aspect ratios. We leverage a transformer architecture that operates on spacetime patches of video and image latent codes. Our largest model, Sora, is capable of generating a minute of high fidelity video.
Digital marketing refers to any marketing that utilizes the internet or an electronic device (Bala & Verma, 2018). There have been many different tactics for selling goods and services, and new ...
Rajiv Kaushik. Central University of Haryana. Digital marketing is rising in India with fast pace. Many Indian companies are using digital marketing for competitive advantage. Success of marketing ...