Number of Pages : 66 leaves
Adviser : Prof. Glen A. Imbang
Abstract
Digital Marketing and Advertising have evolved over several decades. With the fast-paced changes in technology, the industry needs to keep up. What do these technological developments mean for the future state of Digital Marketing?
Without the proper skills and knowledge, it would be a challenge for Digital Marketers to utilize different Marketing Technology platforms. In the Philippines, there are still many digital marketing professionals that are unsure of their future and believe that digital marketing is critical to their organization over the next few years. For example, the use of of AI and other emerging technologies would Digital Marketers make informed decisions and improve existing processes and procedures that can help free up time to focus more on important tasks in Digital marketing and advertising.
This study aims to assess the future of AI in Digital Marketing and Advertising in the Philippines and what areas it can help further improve and transform. It will provide simulations of the future in considerations on the current trends and innovations in the digital advertising industry and would also provide insights on potential impacts to the industry in the future.
The study covers the Technology Foresight of AI in Digital Marketing and Advertising through scenario building. Different considerations on various variables combined with the assessment of its importance and uncertainty will lead to the creation of the different scenarios that will project the future of the said technology and its applications to Digital Marketing and Advertising in the Philippines.
Scenario building stages will be followed and combined with SWOT analysis to further analyze the impact of AI in the Digital Marketing and advertising industry in the Philippines. Conclusions and recommendations would also be presented to help identify the goals set on this study.
Without the proper skills and knowledge, it would be a challenge for Digital Marketers to utilize different Marketing Technology platforms. In the Philippines, there are still many digital marketing professionals that are unsure of their future and believe that digital marketing is critical to their organization over the next few years. For example, the use of of AI and other emerging technologies would Digital Marketers make informed decisions and improve existing processes and procedures that can help free up time to focus more on important tasks in Digital marketing and advertising.
This study aims to assess the future of AI in Digital Marketing and Advertising in the Philippines and what areas it can help further improve and transform. It will provide simulations of the future in considerations on the current trends and innovations in the digital advertising industry and would also provide insights on potential impacts to the industry in the future.
The study covers the Technology Foresight of AI in Digital Marketing and Advertising through scenario building. Different considerations on various variables combined with the assessment of its importance and uncertainty will lead to the creation of the different scenarios that will project the future of the said technology and its applications to Digital Marketing and Advertising in the Philippines.
Scenario building stages will be followed and combined with SWOT analysis to further analyze the impact of AI in the Digital Marketing and advertising industry in the Philippines. Conclusions and recommendations would also be presented to help identify the goals set on this study.
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