Artificial Intelligence Automated Digital Marketing Strategy For Start-Up Companies

The Role of Artificial Intelligence in Technology Evolution

Over the last few decades, the world has undergone a significant change in the trend of technology as reported by scholarly literatures. Back in the days, it was typically the roles of government agencies, blue-chip multinational organization, and large conglomerate technology firms to manipulate, invent and innovate technologies in the world. However, this is not the case in todays’ era, as small and middle firms are continuously and persistent entering the technology industry (Kadar and Muntean 2014, p. 222). In other words, a big percentage of small and medium technology companies are constantly and steadily integrating new and improved technology in their daily business operations as a strategy of improving sustainability, performance, cutting down operational costs, refining quality in the goods and services offered and strengthening their competitive advantages in the market which they operate in. The evolution and change in technology as reported in literatures, has greatly been linked to artificial intelligence (Weichhart et al. 2016, p.34). in other words, it has momentously been indicated that the integration of artificial intelligence automated marketing tools in business enterprises fosters sustainability, manageability, and long-term survival of digital firms as it provides them a basis for competitive advantage in the industry.

Artificial intelligence may be understood from different perspective, depending on the interest or expertise of an individual. Nonetheless, a primary definition can be formulated from a lay man’s understanding. This can be framed as a situation in which machines are able to think, react and execute tasks like human being. Moreover, the recent research studies indicate that machine intelligence is already surpassing the performance of biological humans and yet it is predicted that years to come, this will even be much more extensive than it is today. These allegations are justifiable by the increasing trend in the level of modification in the existing technology as well as the invention of new ones (Linkov Trump Poinsatte and Florin 2018, p.440). Common interpretation across all/ most artificial intelligence definitions link the extent to which human beings can be replaced by machines in task execution (Kuo Wang and Tien 2010, p.1170). The history of artificial intelligence dates back in the 20^th century when scientists such as John McCarthy Turing Allan of Plymouth started the idea of machine learning. Creating a link between the versatility of artificial intelligence with the leadership styles employed by digital technology firms, it is absolute that sustainability can be achieved while keeping other factors constant.

With the integration of the internet and artificial intelligence, many digital firms have unified and shifted their operations from the analogue tangible hardware technology to a more advanced cloud technology, which has enhanced performance in the daily operations. Case in study, there are many software packages that have been developed to operate in different platforms including mobile devices, desktops, and tablets in a synchronized manner with the help of the internet. Additionally, bots (artificial intelligence machines) have been developed to aid business operations in fields like sales representatives where chat-bots are being employed to offer real-time customer support (Gretzel Sigala Xiang and Koo 2015, p.188)

Artificial Intelligence and Digital Marketing in Start-Up Companies

From the preceding insight, it can be noted that technology evolution and artificial intelligence in particular, is significantly an important factor in determining the sustainability and success of digital companies. The research study therefore intends to critically examine, analyze evaluate the extent to which digital firms can employ artificial intelligence automated digital marketing tools as a strategy for improving business manageability and sustainability.  In other words, it has widely been reported from different perspectives and markets, that the integration of artificial intelligence with the other existing technologies can help in boosting the sustainability and performance of digital companies (Mertens and Wiener 2018, p.372).

The dynamism and change in technology is artistically affecting the operation of business firms more especially the digital based companies. This is evident in the shift of operation from the primitive hardware-based platforms to a more advanced cloud technology podiums where internet is used and tasks can be performed over multiple devices with the ability to synchronize tasks (Kenneally et al. 2013, p 98). This has greatly been boosted by the concept of artificial intelligence and the internet. It makes it typically vital to establish more basic understanding of how the internet and artificial intelligence can influence the performance and sustainability of digital firms in the market (Krumeich Burkhart Werth and Loos P. 2012)

• To what extent can the start-up digital companies achieve sustainable and manageable competitive advantage in the market through the integration of automated artificial intelligence marketing strategy?
• In what ways can the startup digital companies maximize performance while ensuring low operation costs
• What are the potential impacts of not adopting the most appropriate and optimistic technology in the performance of startup digital firms?

As a way of strategizing the research study and coming up with a more dependable and reliable research findings, the research questions are formulated into specific attainable and measurable objectives as follows.

• To understand the extent to which digital companies can achieve sustainable and manageable competitive advantage in the market through the integration of automated artificial intelligence marketing strategy
• To examine and establish ways in which startup digital companies can maximize performance while ensuring low operation costs
• To establish the potential impacts of not adopting the most appropriate and optimistic technology in the performance of startup digital firms

The section of literature review critically analyzes and evaluates the conceptual framework of the topic. In other words, this section focuses on examining and correlating the already existing reports in relation to the topic of discussion.

As it was initially highlighted, the world has significantly changed from what it used to be in the last four decades ago. It is no longer the sole responsibility of the big multinational companies and government agencies to foster, invent and innovate technology (Fitriana Eriyatno and Djatna 2011, p. 64). There are typically many uncountable digital technology firms which have entered and still entering the technology market. Research has revealed that the success of such firms are solely dependent on their models of marketing, that is to say, the external digital strategies employed in the marketing process (Allen and Chan 2017). The implementation of an automated digital marketing strategies has imperatively and impressively assisted such firms in maintaining a sustainable growth and performance in the competitive market. A critical evaluation of digital firms running under an optimized organizational framework reveals an exceptional performance as compared to a local and traditional firm. The difference in the level of technology creates a distinctive difference in the level of market performance (Ciuriak and Ptashkina 2018)

On the other hand, there has also been a significant change/ development in technology, which has led to the invention/ advancement in artificial intelligence and the internet. These have imperatively changed the way things are done and ways in which projects are executed (HolmströM Loukkola, Nyman and Kaustell 2013, p.799)

Advantages of Employing AI Automated Digital Marketing Tools in Start-Up Companies

Artificial intelligence; in the introductory section of the study, it was highlighted that, even though there are many different definitions which have been put forth by many scholars, a basic definition can be raised in relation to artificial intelligence. This can be defined as the ability of machines to execute human related activities. Marhraoui and El (2017) defined artificial intelligence as the field of studies that focuses on the ability of a machine to learn new things just like humans alongside the capacity to respond to certain stimuli. This definition integrates the process of machine learning and artificial intelligence. Adams Kewell and Parry (2018) also defined artificial intelligence as the capability of computers to imitate or/ and reflect the intelligence of human beings. In short, the ability of computers to execute tasks which require human intelligence. Reports have forecasted massive unemployment in the future based on the trend of development and growing popularity of artificial intelligence. Presently, it is already being speculated that the use of chat-bots as customer representatives has already unemployed over 3 million people worldwide and save businesses an approximated 13 billion us dollars (Gupta Tan Ee and Phang 2018). Additionally, studies also indicate that by 2020, chatbots will be able to save over 20 billion US dollars. This indicates a positive direction for business enterprises that embrace technology invention more especially the digital based technology companies (Mithas and McFarlan 2017, p. 3)

Digital technology companies and sustainability; in the current era, achieving a manageable, sustainable, and competitive advantage is surely linked to a company’s ability to integrate and adopt to a new automated digital marketing and strategies. Marhraoui and El (2017) reported that the sole reason for dynamism in business strategies are all as a result of creating new opportunities and winning new market shares. Additionally, Artificial Intelligence Automated Digital Marketing has facilitated business sustainability through reduced costs of operation. It is typically true that the purchase integration and implementation of Artificial Intelligence Automated Digital Marketing tools may be expensive in a short run but more productive and cost effective in the long run (Pyka 2017, p. 27).

The research methodology basically focuses on the logical processes through which the required data will be conducted. In other words, this section highlights the different processes through which the research study will be conducted and the different approaches to be adopted by the study.

The research study will employ two different approaches, that is to say; both primary and secondary research study. The secondary study will encompass review of relevant literatures while the primary study will encompass the collection of primary data from the field using interviews and survey as the data collection methods as explained subsequently (Özdemir and Hekim 2018, p. 76)

As earlier on noted, the topic of study has attracted significantly many research scholars, which is an implication that there is abundant information in relation to the problem statement. The secondary study will therefore focus on reviewing relevant literatures in regard to the study topic. The reports to be reviewed will include those related to the growth of technology, artificial intelligence/ machine learning, the internet evolution, digital marketing and society adaptability o the prevalent trend (Srivastava Bisht and Narayan 2017, p. 133). The review will focus on the most reliable sources of information such as government data bases, the world bank statistics in relation to the technological growth, reliable organization reports, scholarly academic reports as well as peer reviewed journals from websites like google scholar, ad ResearchGate among others. Additionally, the dates of establishment of the reports under consideration will also be well thought-out to ensure the information collected up-to-date and represents the current trend of the global economy. In other words, the study will utilize most research reports (Watanabe Moriya Tou and Neittaanmäki 2018, p. 20)

The Impact of AI on Business Sustainability and Long-Term Survival

The primary research will involve going to the field to collect raw data for analysis. This will comprise different steps and procedures to be employed as indicated subsequently

Population selection; this stage comprises of selecting the market in which the sample firms will be selected. In this case, the population of the study will all the digital technology companies more especially the new entrants or rather the start-up digital firms.

Population sample; these are the few firms to be selected from the whole big population. They will be used as the case study for the research investigation. The researchers will therefore select four startup digital companies in the technology industry. the selection method will be purposive sampling, where firms will be selected based on the trend of growth and the level of integration of artificial intelligence in its marketing activities (Savino and Mazza 2014, p.181).  In simple terms, the selection will consider firms of different technology levels.

From the firms selected, all relevant information will be compiled including the trend of the growth, the level of technology being employed, the market share, the number of employees, and the leadership approaches applied by the firms. Furtherly, data will be collected from the stakeholders of the respective firms using different methods as below.

Interview method; in regard to the research goals and objectives, the researchers will conduct an oral face-to face interviews with the firm stakeholders including the top management and the subordinates to investigate their market performance in relation to the level of technology being employed (Xing et al. 2010, p.4046). This will help in investigating the performance of the respective firms in the market of operation. The interviews will employ open ended questions with the intension of giving chance to in-depth explanation and understanding

Survey method; well typed close-ended questions will be distributed to employees of the respective selected firms to investigate the issues and trends of the firms. Nonetheless, for more clarity, the questionnaires will also have half-closed questions as a strategy for the research participants to justify their views and arguments.

It is important to note that the effectiveness and success of any research study is dependent on the ability of the researcher to efficiently manage time as planed in the project timeline. The research study will therefore be conducted under a well formulated schedule to ensure all activities are logically executed as indicated in the subsequent table.

This section of the study will report the research outcomes. After a careful process of data collection, the raw data collected is compiled and organized for analysis. It is also in this phase that the compiled data will be analyzed/ examined in response to the research questions.

The research study will adopt a mixed research analysis. It implies that the study will use both qualitative/ thematic analysis and quantitative analysis method. The descriptive method will be used in the interpretation and analyzation of the data collected with the help of interviews (Marhraoui and El 2017, p.156). This considers the fact that interviews collect descriptive data. On the other hand, quantitative/ statistical approach will be used for the analysis data from questionnaires. The application of statistical software in data correlation and manipulation will also be considered. Theories and regressions will also be applied as a data analysis technique.

Challenges in Employing AI as a Digital Marketing Strategy for Start-Up Companies

Conclusion

Based on the research findings, this section will contain a recap of all the research process, identifying weaknesses of the research, strengths, and possible issues linking to the conceivable reasons of the research findings. This section will further include on the recommendation for the of the study and the possible issues that require further research.

References

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