INTRODUCTION TO

CONTEMPORARY
TECHNOLOGIES
 DIGITAL MARKETING

• The term digital marketing refers to the use of digital channels to market products and
services in order to reach consumers.
• This type of marketing involves the use of websites, mobile devices, social media, search
engines, and other similar channels. Digital marketing became popular with the advent of
the internet in the 1990s.
• Digital marketing involves some of the same principles as traditional marketing and is
often considered a new way for companies to approach consumers and understand their
behavior. Companies often combine traditional and digital marketing techniques in their
strategies. But it comes with its own set of challenges, including implicit bias.
 HOW DIGITAL MARKETING WORKS?

• Digital marketing involves the use of websites, social media, search engines, and apps—anything that
incorporates marketing with customer feedback or a two-way interaction between the company and its
customers.
• Email became a popular marketing tool in the early days of digital marketing.
• That focus shifted to search engines like Netscape, which allowed businesses to tag and keyword stuff to get
themselves noticed.
• The development of sites like Facebook made it possible for companies to track data to cater to consumer
trends.
• Smartphones and other digital devices now make it easier for companies to market themselves and their
products and services to consumers. Studies show that people prefer using their phones to go online. So it
should come as no surprise that 70% of individuals make buying decisions (usually on their phones) before they
actually hit the purchase button.
 TYPES OF DIGITAL MARKETING CHANNELS

• The most common avenues that companies can take to boost their marketing efforts are:
• Website Marketing
• A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s
also the medium needed to execute a variety of online marketing campaigns. A website should represent
a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
• Pay-Per-Click Advertising
• Pay-per-click advertising enables marketers to reach Internet users on a number of digital platforms through
paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and
show their ads to people searching for terms related to the products or services.
 TYPES OF DIGITAL MARKETING CHANNELS

• Content Marketing
• The goal of content marketing is to reach potential customers through the use of content. Content is usually
published on a website and then promoted through social media, email marketing, search engine optimization,
or even pay-per-click campaigns. The tools of content marketing include blogs, ebooks, online courses,
infographics, podcasts, and webinars.
• Email Marketing
• Email marketing is still one of the most effective digital marketing channels. Many people confuse email
marketing with spam email messages, but that’s not what email marketing is all about. This type of marketing
allows companies to get in touch with potential customers and anyone interested in their brands.
 TYPES OF DIGITAL MARKETING CHANNELS

• Social Media Marketing

• The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you
go deeper into social media marketing, you can use it to get leads or even as a direct marketing or sales
channel. Promoted posts and tweets are two examples of social media marketing.
• Affiliate Marketing
• Affiliate marketing is one of the oldest forms of marketing, and the internet has brought new life to this old
standby. With affiliate marketing, influencers promote other people’s products and get a commission every time
a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that
pay out millions of dollars per month to websites that sell their products.
 TYPES OF DIGITAL MARKETING CHANNELS

• Video Marketing
• YouTube is one of the most popular search engines in the world. A lot of users are turning to YouTube
before making a buying decision, to learn something, read a review, or just relax.
• There are several video marketing platforms, including Facebook Videos, Instagram, and even TikTok to use
to run a video marketing campaign. Companies find the most success with video by integrating it with SEO,
content marketing, and broader social media marketing campaigns.
• SMS Messaging
• Companies and nonprofit organizations also use SMS or text messages to send information about their latest
promotions or give opportunities to willing customers.
 DIGITAL ECONOMY

• The digital economy is the economic activity that results from billions of everyday online connections among
people, businesses, devices, data, and processes. The backbone of the digital economy is hyperconnectivity which
means growing interconnectedness of people, organizations, and machines that results from the Internet,
mobile technology and the internet of things (IoT).
• The digital economy is taking shape and undermining conventional notions about how businesses are
structured; how firms interact; and how consumers obtain services, information, and goods.
 DATAWARE HOUSE

• A data warehouse (DW) is a digital storage system that connects and harmonizes large amounts
of data from many different sources. Its purpose is to feed business intelligence (BI), reporting, and analytics,
and support regulatory requirements – so companies can turn their data into insight and make smart, data-
driven decisions.
• Data warehouses store current and historical data in one place and act as the single source of truth for an
organization.
• Modern data warehouses are designed to handle both structured and unstructured data, like videos, image
files, and sensor data. Some leverage integrated analytics and in-memory database technology (which holds the
data set in computer memory rather than in disk storage) to provide real-time access to trusted data and
drive confident decision-making.
 DATAWARE HOUSE

• Without data warehousing, it’s very difficult to combine data from heterogeneous sources, ensure it’s in the
right format for analytics, and get both a current and long-range view of data over time.
 BENEFITS OF DATAWARE HOUSE

• Better business analytics: With data warehousing, decision-makers have access to data from multiple
sources and no longer have to make decisions based on incomplete information.
• Faster queries: Data warehouses are built specifically for fast data retrieval and analysis. With a DW, you
can very rapidly query large amounts of consolidated data with little to no support from IT.
• Improved data quality: Before being loaded into the DW, data cleansing cases are created by the system
and entered in a worklist for further processing, ensuring data is transformed into a consistent format to
support analytics – and decisions – based on high quality, accurate data.
• Historical insight: By storing rich historical data, a data warehouse lets decision-makers learn from past
trends and challenges, make predictions, and drive continuous business improvement.
 DATABASE VS DATAWARE HOUSE

• Databases and data warehouses are both data storage systems; however, they serve
different purposes.
• A database stores data usually for a particular business area. A data warehouse stores
current and historical data for the entire business and feeds BI and analytics.
• Data warehouses use a database server to pull in data from an organization’s databases
and have additional functionalities for data modeling, data lifecycle management, data
source integration, and more.
 DATAWARE HOUSE VS DATAMART

• A data mart is a subsection of a data warehouse, partitioned specifically for a department or line of business –
like sales, marketing, or finance. Some data marts are created for standalone operational purposes as well.
• While a data warehouse serves as the central data store for an entire company, a data mart serves relevant data
to a select group of users. This simplifies data access, speeds up analysis, and gives them control over their own
data. Multiple data marts are often deployed within a data warehouse.
DATA WAREHOUSE ARCHITECTURE
 DATAMINING

• Data mining is a process used by companies to turn raw data into useful information. By using software to
look for patterns in large batches of data, businesses can learn more about their customers to develop more
effective marketing strategies, increase sales and decrease costs. Data mining depends on effective data
collection, warehousing, and computer processing.
 DATAMINING

• KEY TAKEAWAYS
• Data mining is the process of analyzing a large batch of information to discern trends and patterns.
• Data mining can be used by corporations for everything from learning about what customers are
interested in or want to buy to fraud detection and spam filtering.
• Data mining programs break down patterns and connections in data based on what information users
request or provide.
• Social media companies use data mining techniques to commodify their users in order to generate profit.
• This use of data mining has come under criticism lately as users are often unaware of the data mining
happening with their personal information, especially when it is used to influence preferences.
 BIG DATA

• Big data is a combination of structured, semistructured and unstructured data collected by

organizations that can be mined for information and used in machine
learning projects, predictive modeling and other advanced analytics applications.
• Systems that process and store big data have become a common component of data
management architectures in organizations, combined with tools that support big data
analytics uses. Big data is often characterized by the three V's:
➢the large volume of data in many environments;
➢the wide variety of data types frequently stored in big data systems; and
➢the velocity at which much of the data is generated, collected and processed.
 ARTIFICIAL INTELLIGENCE

• Artificial intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to
think like humans and mimic their actions. The term may also be applied to any machine that exhibits traits
associated with a human mind such as learning and problem-solving.
• The ideal characteristic of artificial intelligence is its ability to rationalize and take actions that have the best
chance of achieving a specific goal. A subset of artificial intelligence is machine learning (ML), which refers to the
concept that computer programs can automatically learn from and adapt to new data without being assisted by
humans. Deep learning techniques enable this automatic learning through the absorption of huge amounts of
unstructured data such as text, images, or video.
 MACHINE LEARNING

• Machine learning is a branch of artificial intelligence (AI) and computer science which focuses on the use of
data and algorithms to imitate the way that humans learn, gradually improving its accuracy.
• Machine learning is an important component of the growing field of data science.
• Through the use of statistical methods, algorithms are trained to make classifications or predictions, and to
uncover key insights in data mining projects. These insights subsequently drive decision making within
applications and businesses, ideally impacting key growth metrics. As big data continues to expand and grow, the
market demand for data scientists will increase.
 DATA ANALYTICS AND BUSINESS INTELLIGENCE

• Data analytics is the process of collecting, cleaning, inspecting, transforming, storing,

modeling, and querying data (along with several other related tasks).
• Its goal is to produce insights that inform decision-making—yes, in business—but in other
domains,
• Data analytics focuses on the nitty-gritty aspects of the analytics process. Although often
used in a business context, it is not exclusively a business intelligence tool. too, such as
the sciences, government, or education.
 DATA ANALYTICS AND BUSINESS INTELLIGENCE

• Business Intelligence
• According to the renowned research, advisory and consulting firm, Forrester, business intelligence (BI)
describes: “a set of methodologies, processes, architectures, and technologies that transform raw data
into meaningful and useful information used to enable more effective strategic, tactical, and operational
insights and decision-making.”
• The process of obtaining business insights—business intelligence includes tactics and tools such as:
➢ Real-time monitoring ➢ Implementation BI software, like Power BI

➢ Dashboard development and reporting ➢ Performance management

➢ Data and text mining
➢ Benchmarking
➢ Data analytics
 CYBER SECURITY

• Cybersecurity is the practice of protecting critical systems and sensitive information

from digital attacks.
• Also known as information technology (IT) security, cybersecurity measures are designed
to combat threats against networked systems and applications, whether those threats
originate from inside or outside of an organization.
 TYPES OF CYBER THREADS

• Common cyber threats include:

• Malware, such as ransomware, botnet software, RATs (remote access Trojans), rootkits and boot kits, spyware,
Trojans, viruses, and worms.
• Backdoors, which allow remote access.
• Formjacking, which inserts malicious code into online forms.
• Cryptojacking, which installs illicit cryptocurrency mining software.
• DDoS (distributed denial-of-service) attacks, which flood servers, systems, and networks with traffic to
knock them offline.
• DNS (domain name system) poisoning attacks, which compromise the DNS to redirect traffic to malicious
sites.
 PREVENTION FROM CYBER THREADS

1. Keep software and systems up to date: Regularly install software updates, which often include security
patches.
2. Use strong passwords: Use a unique password for each account and make sure they are long and
complex.
3. Enable two-factor authentication: This adds an extra layer of security to your accounts.
4. Be wary of phishing attacks: Don't click on links in emails or messages from unknown or suspicious
sources.
5. Use a reputable antivirus software: This can help detect and prevent malware from infecting your devices.
6. Back up your data: Store important files and data in multiple locations, so you can recover them if your
device is compromised.
7. Practice safe browsing habits: Be careful when downloading files, especially from untrusted websites.
8. Educate employees: Train your employees to recognize and avoid potential cyber threats.
9. Have a response plan: Have a plan in place to respond to a potential cyber attack, including procedures
for reporting incidents and restoring systems.
 CLOUD COMPUTING, AND IOT

• Cloud computing is a model of delivering computing services—including servers, storage,

databases, networking, software, analytics, and intelligence—over the Internet ("the
cloud") to offer faster innovation, flexible resources, and economies of scale.
• With cloud computing, users can access these services from anywhere with an internet
connection, eliminating the need for hardware and IT infrastructure to be maintained on-
premises.
 CLOUD COMPUTING, AND IOT

• Cloud computing services are delivered in three main forms: Infrastructure as a Service
(IaaS), Platform as a Service (PaaS), and Software as a Service (SaaS). IaaS provides
virtualized computing resources, PaaS provides a platform for developing and running
applications, and SaaS provides access to software over the internet, usually on a
subscription basis.
• Benefits of cloud computing include lower costs, increased efficiency, scalability, and
reliability.
 CLOUD COMPUTING, AND IOT

•
The Internet of Things (IoT) refers to a network of physical devices, vehicles, home appliances, and other
items that are embedded with electronics, software, sensors, and connectivity which enables these objects
to connect and exchange data.
• The IoT allows for the gathering and analysis of vast amounts of data, providing insights and automation to
improve efficiency, productivity and the overall quality of life.
• Examples of IoT devices include smart home devices (such as smart thermostats, smart locks, and smart
lights), wearable technology (such as fitness trackers), and industrial equipment (such as sensors for
predictive maintenance).
• The IoT is made possible by advances in technologies such as low-cost sensors, wireless connectivity, and
cloud computing. However, security is a major concern with the widespread adoption of IoT devices, as
they can potentially be vulnerable to hacking and other cyber threats.
 WEB 2.0

• Web 2.0 refers to the second generation of the World Wide Web, characterized by the
increased use of social media, user-generated content, and collaborative online tools.
• Web 2.0 is characterized by the following key features:
1. User-generated content: Websites allow users to create and share content, such as blogs,
wikis, and forums.
2. Social networking: Websites such as Facebook and LinkedIn allow users to connect and share
information with one another.
3. Rich internet applications: Web 2.0 technologies allow for more interactive and dynamic web
applications, including streaming video and audio.
4. Data sharing: Websites such as Flickr and YouTube allow users to upload and share photos and
videos with others.
 WEB 3.0

• Web 3.0 refers to the next evolution of the World Wide Web, characterized by a move towards a more intelligent and
semantic web. It aims to create a more human-friendly web, where the technology is able to understand and interpret
human intent, making the internet more intuitive and personalized.
• Key features of Web 3.0 include:
1. Artificial intelligence and machine learning: Web 3.0 will utilize advanced artificial intelligence algorithms to better
understand and respond to user needs.
2. The Semantic Web: Web 3.0 aims to create a web where data is organized and connected in a way that machines can
understand and use.
3. Decentralization: Web 3.0 will be built on decentralized technologies such as blockchain, enabling a more secure and open
web without relying on centralized authorities.
4. Personalized experiences: Web 3.0 will use data and machine learning to provide highly personalized and relevant
experiences to users.
THANK YOU