a.     What is Digital Marketing?

Digital marketing refers to the use of all the digital channels by the organization in order to market their products and services within the market so that they can reach avoid a number of customers. There are various types of digital marketing available within the market which were adopted by the organization like the use of websites, mobile devices, social media platforms, search engine optimization, and various other similar channels. The digital Marketing concept started in the market in 1990 also named internet marketing (Desai 2019).

Digital marketing also follows similar kinds of principles to the traditional marketing used to follow, where the main goal is to reach the customers and communicate to them with the offering of the organization. Digital marketing is considered the new way for companies to approach their customers by understanding their behavior and segmenting them to reach the target customers in a more effective manner. As a result, it has become necessary for every organization in the modern world to follow both traditional and digital marketing techniques in order to develop a successful promotional mix strategy (Bala and Verma 2018).

b.     What are some of the processes/tools they identify as critical to creating a DM strategy?

The process or tools that are important for creating the digital marketing strategy for an organization are as follows:

• Social media marketing tools: social media marketing is been used for engaging with a wide range of customers in order to maintain relationships and communicate on a regular basis (Wibowo et al. 2020).
• The email marketing tools: this is also an important email marketing tool used for sending the customers the detail about the offering of the organization within the market in order to make their customers understand the attributes of their offering (Wu, Li and Liu 2018).
• The search engine optimization tool: is also an important tool used to practice the orientation of the website so that it ranks higher on the search engine result page which will help them to receive more traffic to their website (Iskandar and Komara 2018).
• The conversion optimization tools: this tool helps to collect the data about the website in order to understand the usage rate of people and test potential changes to increase the rate of conversion (Kasani, Esmaeili and Golzary 2022).
• Landing page and lead capture tools: another important tool that is used within the digital marketing process is collecting data from the landing page in order to understand what are the customers who are searching for this type of website and what they’re looking for (O’Toole et al. 2021).
• Graphic creation tools: in order to develop successful content is needed to utilize the graphic creation tool which will attract the customers to visit the websites or pages, by the visuals within the website (Mitrović, Jakšić and Spajić 2020).

c.     What would be their recommendations in terms of metrics & analytics to a potential client?

In terms of metrics and analytics in order to identify and understand the perspective of the potential client of the organization in a more effective manner the four key metrics for the purpose of customer service which is needed are as follows:

• The customer feedback metrics which is needed to understand the perspective of the customer regarding the offering and services of the organization.
• The service efficiency metrics will help the organization to understand whether the service provided by them within the market is efficient and help their potential clients maintain the relationship with the organization or not.
• The quality, consistency, and compliance: this helps in understanding whether the quality offered by the organization is good and is maintained consistently.
• Customer satisfaction score: this helps to identify whether the customers are satisfied with the services that are offered by the organization.
• Customer lifetime value helps to measure the total revenue of company can expect from a single customer over a course of time by maintaining a long-term relationship.

These are some of the important metrics and analytics that the organization can utilize in order to understand their potential client in a more effective and efficient manner (Rossmann, Zimmermann and Hertweck 2020).

d.     What are SEO and its benefits and working?

The search engine optimization tool is an important digital marketing tool used to practice the orientation of the website so that it ranks higher on the search engine result page which will help the organization to receive more traffic to its website (Iskandar and Komara 2018).

There are several benefits which are associated with SEO which are as follows:

• It helps to bring more customers through the organic search within the website
• It helps to create a trustworthy the web experience for the
• It helps in focusing on the user experience
• It helps in improving the brand awareness
• It is a budget-friendly process
• It also helps in tracking

SEO works by optimizing the website pages, earning inbound links, and conducting keyword research. There is a need of conducting detailed research on the keywords based on which whenever the customers such for particular aspects within the search engine the rank of the website improved (Iskandar and Komara 2018).

e.     Customer Empathy map/ customer segmentation/customer journey

Customer Empathy Map: an empathy map is a collaborative tool that the teams can use in order to gain a dipper understanding of the customers. It also helps to identify the user’s persona, and also the empathy map helps to represent a group of users such as the customer segments (Levy and Hadar 2018).

Customer Segmentation: customer segmentation is the process of dividing the population within the market into smaller customer groups based on the common attributes that the customer shares, so that each group can be marketed by the organization effectively and appropriately (An et al. 2018).

Customer Journey: customer journey has stated the track of communication between the individuals and the brand, products, and services. It helps in describing both direct interactions such as contracting the customer service team, and also indirect interactions such as hearing about the brand at an event (Levy and Hadar 2018).

f.     Marketing tactics (email marketing/UX/social media)

The marketing techniques are a series or set of strategic methods and actions which are aimed at promoting the business products and services. The main aim of the organization is to maximize the sale and maintain competitive production services within the market to gain a competitive advantage (Olson et al. 2021). There is various type of marketing tactics used by the organization in order to reach their respective customers which are as follows:

• Email Marketing: it is one of the important marketing strategies which helps to make all the customers available in the email list aware of the new product, discounts, and other services that are offered by the organization within the market (Wu, Li and Liu 2018).
• Social Media Marketing: it is used for reaching a targeted audience within the market, and also helps in maintaining the relationship with the customers (Wibowo et al. 2020).
• UX: the UX encompasses all the experience an individual has with the product and services that are been offered by the organizations which made them loyal to the particular brand. The user experience focuses on knowing the need of the customers and how the product can help to solve the need (Polanco-Diges and Debasa 2020).

a.     Business Canvas Model uses?

The business Canvas model is a strategic management template used by the organization in order to develop the new business models and also document the existing ones. It is a visual chart that depicts all the aspects related to the organization, which includes, the firms or products value proposition, the target customers of the organization, the infrastructure of the organization, the revenue and cost structure of the organization, the customer relationships, the distribution channel used by the organization, the key partnership of the organization, and the key activities that organizations are involved. These are the nine elements that were depicted by the business canvas model to help the management assess the planning gaps, organizational strategy, and the exposure to the risk (Sparviero 2019).

Reference List

• An, J., Kwak, H., Jung, S.G., Salminen, J. and Jansen, B.J., 2018. Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data. Social Network Analysis and Mining, 8(1), pp.1-19.
• Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
• Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), pp.196-200.
• Iskandar, M.S. and Komara, D., 2018, August. Application marketing strategy search engine optimization (SEO). In IOP Conference Series: Materials Science and Engineering (Vol. 407, No. 1, p. 012011). IOP Publishing.
• Kasani, A.A., Esmaeili, A. and Golzary, A., 2022. Software tools for microalgae biorefineries: Cultivation, separation, conversion process integration, modeling, and optimization. Algal Research, 61, p.102597.
• Levy, M. and Hadar, I., 2018, August. The importance of empathy for analyzing privacy requirements. In 2018 IEEE 5th International Workshop on Evolving Security & Privacy Requirements Engineering (ESPRE) (pp. 9-13). IEEE.
• Mitrović, K., Jakšić, A. and Spajić, J., 2020. The analysis of graphic design platforms used in social media marketing. In International Symposium on Graphic Engineering and Design (pp. 651-657).
• O’Toole, Á., Scher, E., Underwood, A., Jackson, B., Hill, V., McCrone, J.T., Colquhoun, R., Ruis, C., Abu-Dahab, K., Taylor, B. and Yeats, C., 2021. Assignment of epidemiological lineages in an emerging pandemic using the pangolin tool. Virus Evolution, 7(2), p.veab064.
• Olson, E.M., Olson, K.M., Czaplewski, A.J. and Key, T.M., 2021. Business strategy and the management of digital marketing. Business horizons, 64(2), pp.285-293.
• Polanco-Diges, L. and Debasa, F., 2020. The use of digital marketing strategies in the sharing economy: A literature review. Journal of Spatial and Organizational Dynamics, 8(3), pp.217-229.
• Rossmann, A., Zimmermann, A. and Hertweck, D., 2020, July. The impact of chatbots on customer service performance. In International Conference on Applied Human Factors and Ergonomics (pp. 237-243). Springer, Cham.
• Sparviero, S., 2019. The case for a socially oriented business model canvas: The social enterprise model canvas. Journal of Social Entrepreneurship, 10(2), pp.232-251.
• Wu, J., Li, K.J. and Liu, J.S., 2018. Bayesian inference for assessing effects of email marketing campaigns. Journal of Business & Economic Statistics, 36(2), pp.253-266.
• Wibowo, A., Chen, S.C., Wiangin, U., Ma, Y. and Ruangkanjanases, A., 2020. Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), p.189.

Assessment 3 | Aiman Nizar

What benefits and limitations are involved in using digital media to facilitate student learning and engagement?

Talking about digital media’s part in student learning, as now a days when education sector is facing a very crucial initiative by conducting classes virtually through various digital platforms to take precautions from covid-19. Since it’s birth education has always flourished more and more through exploration and alteration. Living in this 21^st century, where technology is so much surpassed in our lives, why not try to implement these technologies in learning environment through digital media. The influence of digital media bring it’s own pros and cons.

What Digital Media is? It is the most accessible source of information for us these days. We are completely surrounded by digital media in our lives, cell phone, laptops, tablets, television, radio, etc. These are the sources which brings us digital media in forms of, audio, videos, photos, articles, social media, advertisements, etc.   

The point of this podcast was to state benefits and limitations digital media brings In student learning not just in the classrooms but outside schools as well, although digital media can open up variety of fields and interests for students but, it is very important to extract beneficial outcomes from digital media rather than getting limited by it. There are range of ways in which digital media benefits and limits our use of it (further explained in the podcast). The key aim should be spreading awareness about ethical and productive use of digital media.

While making the podcast, or I would say during the research phase I came across multiple uses of digital media and social media in learning methods. One key benefit was that it increases student engagement as students are more interested into subjects when it’s integrated with technology. These benefits were acknowledged my University of Toronto ( link provided in reference list below) as well as one more website which helped me to figure out the limitation which digital media creates. For further references I took some primary source, a book by Simon Lindgren “Digital media and society” in which he explain what digital media is and how it impacts our society, another source was a book by Davis, K, Ambrose, A & Orand, M 2017, ‘Identity and agency in school and afterschool settings: Investigating digital media’s supporting role’, Digital Culture & Education, vol. 9, no. 1, In which it teaches us about the components in which connected learning methods from digital learning works on (includes; personal Interest, Peer culture and Academic Studies). There are few example which were made by me as the assessment required some personal point of view as well.

The difficulties I came across during the post production was to trim the pauses which I took during recording and set the quality of the audio, as I recorded the audio via phone so it had many fluctuation in the pitch of the sound due to unsteady position of mic. There were several things which I learnt from the task, creating a podcast is not an easy task especially when you’re the only one speaking in it, you’ve to keep a good flow and your tone should be variable as per the content you’re delivering, these things helps to draw viewers attention throughout the podcast. The audacity software was unable to run on my laptop due to technical issues so I had to use premier pro cc to edit my podcast due to which I think the sound quality was also compromised. I did not use music in my podcast which I wanted to use but then that would have exceeded the length of my podcast.

Overall, it was initially a great learning opportunity and hopefully I would like to practice this creative process more in future.

References:

 – https://teaching.utoronto.ca/ed-tech/teaching-technology/teaching-social-media/benefits-challenges/

 – https://simplicable.com/new/digital-media

 – Lindgren S, 2017 “Digital Media and Society” , Sage Publications Ltd, 1 Oliver’s Yard, London, UK.

 -Davis, K, Ambrose, A & Orand, M 2017, ‘Identity and agency in school and afterschool settings: Investigating digital media’s supporting role’, Digital Culture & Education, vol. 9, no. 1

To start using twitter was not so self driven, initially I did it because my teacher told me to do so, but gradually when I started being used to of it, I found it very engaging and productive. When I was updating my bio and introduction, things were asked like “ what’s your interest”, so that makes a person confined of having some major fields of interests like in, Food, travel, Fashion and many more like these. As per human psychology these suggestions are completely fine, but having liberty in full form of self-expression, there these suggestions may confine ourselves. This is a traditional way which David Gauntlett also discussed in his “ Digital media 2.0” as, “A tendency to celebrate certain key texts produced by powerful media industries and supported by well-known critics;”, alternatively David Gauntlett proposed,” The tendency to celebrate certain ‘classic’ conventional and/or ‘avant garde’ texts, and the focus on traditional media in general, is replaced with – or at least joined by – an interest in the massive ‘long tail’ of independent media projects such as those found on YouTube and many other websites, mobile devices, and other forms of DIY media;”. There are things that always need changes in order for further development whilst twitter ia a great platform in today’s world to make a strong presence. Talking of wordpress it gives a very versatile learning experience for a blog post and is convenient for the user, it gives a vast array of subjects to exhibit, though I found that the designing of the page is very basic and there’s not much versatility in it.

To be very honest initially from week 1 to week 3 I didn’t attended any classes due to my medical condition and because of that I haven’t made any engagement or contribution to the unit, haven’t tweeted any posts, but from now I’ll catch up and post my thoughts frequently.

My plan is to use my creative skills of photography and filmmaking for useful impact on digital media. There’s this very original and true lines from a song by Youngstunners says, we just have our phones smart not ourselves, in “ Hatto Bacho”. So in this unit I’ll try to learn how to use digital media in a safe zone where it doesn’t exploits you. I also need to learn the power of words, that how to give a very strong and short message to public from twitter or other social media sites.  

Tweets by home

https://about.me/aimannizar10

Artificial Intelligence is one of the advance technology we come across now a days, but as per my research, we come across narrow AI like Siri, Alexa and self-driving cars. What we are mostly unaware of is known as AGI, which includes automatic autonomous weapons and human like robots.

The main key point which I wanted to include in my video was the impact and affect of technology like AI in our lives and cycle of nature. Now a days the behaviour of people towards nature has to so ignorant to an extent just because of these technologies, that now we’ve come to a point when this technology “Artificial Intelligence” is a threat to our existence if not used properly, that’s an alarming situation and all those movies like “I robot” (2004) can come true for our human race.

Now on the scale of daily life artificial intelligence can give us efficient and fast paced work but on the other hand it can cause a lot of unemployment as all the work which is done my humans will be replaced by machines.  

Using AI is not an easy task, the commands and orders should be aligned and programmed precisely as the machine will only do whatever it’s told, there’s been an example mentioned about this in the video as well. Several scholars have different say about artificial intelligence in both social and federal sector, as mentioned in the book “AI and society” (Bundy A, 2016).

While making this video I came across may difficulties as the content for artificial intelligence was very limited, the reach of artificial intelligence in our daily life is very limited, yet very frequent but for a normal person it is very rare to be acknowledged about from where this technology came from? And what’s the process of it for reaching us? And how it work? We just use it the way it is meant to be.

I tried to make a short sequence in my video to show the beauty of nature in our daily life, and then the indulgence of technology in it and how it affects the relationship between nature and human. The other overlay shots have been used from Youtube and other social sites with no copyrights and allowance of using it and modifying it into our own videos. The music which I used in between the video is techno EDM music, it creates a very stressful and disturbing feel, it feels like so many things are piled up and dealt to be.

As a critical review on my shots, I think my shots need to be a bit long in length and more action shots were needed to be kept, some more descriptive shots as well so that my topic could be delivered more precisely to the audience, the merging of narration and music should have blend more properly, like the music should raise on high points in video, use of some creative commons was also missing, but overall I think the message was delivered but yes a bit of creativity was required. For the titles, something innovative and different should be used. For more flexibility of content people’s opinion should be taken, I could’ve interviewed some random people about the topic, that would have given a true reflection about the topic. Hence, variety of shot types were used including all extra long shots, medium long shots, mid shots, medium close ups and close ups. The movement of camera includes follow shot, panning shot, tilting shots and zoom in and zoom out shots.

A-I

Artificial intelligence, is the simulation of human intelligence processes by machines, especially computer systems. These processes include learning (the acquisition of information and rules for using the information), reasoning (using rules to reach approximate or definite conclusions) and self-correction.

Artificial intelligence is an area of computer science that emphasizes the creation of intelligent machines that work and react like humans.

*Glimpse whole world using AI*

From SIRI to self-driving cars, artificial intelligence (AI) is progressing rapidly. While science fiction often portrays AI as robots with human-like characteristics, AI can encompass anything from Google’s search algorithms to IBM’s Watson to autonomous weapons.

*Peoples opinion on AI* (short interviews)

But just like everything there are pros and cons of Artificial Intelligence as well, let’s go with the pros first;

• Less Room for Errors
• Right Decision Making
• Implementing AI in Risky Situations
• Can Work Continuously

And the Cons are;

• Expensive to Implement
• Dependency on Machines
• Displace Low Skilled Jobs
• Restricted Work

This Artificial intelligence can be problematic under certain circumstances;

The AI is programmed to do something devastating: Autonomous weapons are artificial intelligence systems that are programmed to kill. In the hands of the wrong person, these weapons could easily cause mass casualties. Moreover, an AI arms race could inadvertently lead to an AI war that also results in mass casualties. To avoid being thwarted by the enemy, these weapons would be designed to be extremely difficult to simply “turn off,” so humans could plausibly lose control of such a situation. This risk is one that’s present even with narrow AI, but grows as levels of AI intelligence and autonomy increase.

How many of you are the users of Netflix? Let me tell you, they might be using your choices on Netflix to distinguish your personality and other things about you through AI, is it right through your choice? Or not?

We might be using several programs in our daily life which are linked by AI and are used to figure out about our personality.

In my everyday life I would like to see a greater application of AI in finance related matters, as there is a lot of real-time data that is constantly changing, which makes it harder to analyse and predict. AI would make it a lot more convenient, In short we’ll have good chances of making money.

So this is AI, now it’s your say whether, is this a beneficial or destructive to our human race.

Strategies and planning of this video:

Basically I planned to making this video on the base of a voice over, a narration goes through this 4 minute video, then I planned to commence some A-rolls of mine in the video as per the requirement, I also took some interviews of people about my topic, there are very certain amount of b-rolls in my video due to the choice of topic I made, I felt very conserved as I had very limited shots to get from the surrounding environment. The selection of pictures in the video are according to the narration and words of the voiceover.

Lessons and Challenges:

 Most hard part for me in this video was to get b-rolls of the topic ‘AI-Artificial Intelligence’ and to collect and do juxtaposition of the pictures, creative commons was of great help as all pictures were legally copyrighted and easy to find. All Over there was not much hurdles in making the video, it was a good learning experience.

References:

“Artificial Intelligence 2018 San Francisco” by O’Reilly Conferences is licensed under CC BY-NC 2.0

“Trumpet Playing Robot” by alisonjpope is licensed under CC BY 2.0

“Google Search Suggestions with History” by rustybrick is licensed under CC BY-NC 2.0

“Siri is Rarely Helpful” by cogdogblog is licensed under CC0 1.0

“#Cars Car tool box.” by junaidrao is licensed under CC BY-NC-ND 2.0

“Science” by Squiggly914 is licensed under CC BY-NC-ND 2.0

“simply HUMANS” by Sarah K is licensed under CC BY-NC-ND 4.0

“Binary code” by Christiaan Colen is licensed under CC BY-SA 2.0

“IBM Think 2019 5 in 5 Science Slam” by IBM Research is licensed under CC BY-ND 2.0

“ML1_0529” by IBM DACH is licensed under CC BY-NC 2.0

“Various weapon illustrations” by Oleg Butov is licensed under CC BY-NC-ND 4.0

“technology-woman_2g” by tlcj878 is licensed under CC0 1.0

“Prejudice is opinion without judgement” by praba_tuty is licensed under CC PDM 1.0

“Bombs” by RV1864 is licensed under CC BY-NC-ND 2.0

“Image028” by Cian O’Donovan is licensed under CC BY-NC-SA 2.0

“Elon Musk Dreaming of a Brighter Future” by jurvetson is licensed under CC BY 2.0

“Who’s Watching Big Data?” by cogdogblog is licensed under CC0 1.0

“Immersed in numbers” by ckhamken is licensed under CC BY-NC 2.0

“The Ones” by agross96 is licensed under CC BY-NC-SA 2.0

“Technology” by Sephko is licensed under CC BY-NC-ND 4.0

“Technology” by Sephko is licensed under CC BY-NC-ND 4.0

“Technology” by Sephko is licensed under CC BY-NC-ND 4.0

“Technology” by Sephko is licensed under CC BY-NC-ND 4.0 “Logo for Finance&Currency” by Orca Creative Studio is licensed under CC BY-NC-ND 4.0  

“Hacker” by Infosec Images is licensed under CC BY 2.0 V��

I started my video with my brief bio data, then I told about my interest and passion, what I want to be in the future, I want to become a film director and then told about few of my inspirations who are famous youtubers Sam Kolder and Peter Mackinnon, other than that I’ve Christopher Nolan and Sanjay leela bhansali as my ideal film directors. In past 2 years I’ve been practicing video making and film making, by covering events and producing my own content as well, I showed a 10 second glimpse of my work, then I also have love for music and travelling and recently I visited Turkey and UAE.

I used variety of shots for B-rolls but for A-roll I took one single take with mid shot composition, the main hurdle I came across was the audio as I had to mix live audio with some music and had to synchronize shots according to that, this way a key job, but I think I did my best, especially in that 10 second glimpse. Other than that in my b-rolls I used wide angle shots, extreme long shots, medium long shots, mid shots, medium close up and close ups. Panning and tilting mobility was also there. For me, as I’m a bit camera conscious person it’s a tough job to face the camera and speak but I tried my level best to do this, although at in some parts my eyes were rolling and not matching the camera level, but I’ll try to improve that in future. The challenges I encountered were not much but while recording my A-roll (self introduction) there was echo in the audio due to the room ambience, this was quite ugly while editing. Other than that I think I could have made this video more interesting by adding more b-rolls and framing it out of a good story-line. There’s one personal thing I want to share, when I had to record this video I was having a flu and my throat was not in well condition so my voice was also very bad, that’s what I feel.