Abstract

In the rapidly evolving landscape of marketing, the infusion of cutting-edge technologies such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) has ushered in a paradigm shift. These technologies, collectively known as emerging technologies, are redefining the ways in which digital marketers and start-ups engage with their audiences. This research explores the integration of emerging technologies in marketing with a concentrated case study of Humans of Digital Marketing (HODM), a start-up based in India. Humans of Digital Marketing is a versatile agency and academy offering comprehensive marketing services such as brand development, web design, and content creation. As an academy, HODM serves as an Ed-Tech platform, providing career hacks and domain-specific training by over 200 digital marketing experts, creating a dynamic ecosystem for learning and innovation.

This study aims to explore how Humans of Digital Marketing adopts emerging technologies in its marketing strategies, identify implementation challenges, and assess the measurable outcomes and return on investment, contributing insights to the digital marketing landscape. The objectives of the study are as follows: firstly, it seeks to investigate the depth of adoption of emerging technologies by digital marketers and start-ups, particularly within HODM. Secondly, it aims to identify and analyze the challenges and barriers encountered by these entities in the process of adopting and implementing AR, VR, and AI, including factors such as cost, technical expertise, and market acceptance. Thirdly, it aims to assess the outcomes and return on investment associated with the integration of emerging technologies. The methodology adopted for the study is a comprehensive exploration of HODM's experiences and strategies. Semistructured interviews with key stakeholders, encompassing digital marketers and decision-makers within HODM, will be conducted to gather qualitative data. The study will provide a qualitative analysisof HODM’s success stories, adoption drivers, challenges, and barriers. The study anticipates offering unique and in-depth insights into the strategies, challenges, and outcomes associated with integrating emerging technologies in the marketing landscape, with HODM serving as an illustrative case within the Indian context.