University of Greenwich MARK 1051 Essay: Disruptive Tech in Marketing

This essay, prepared for a Business Management course at the University of Greenwich, delves into the realm of disruptive technologies and their profound impact on the field of marketing. The essay begins by defining disruptive technology and its significance in today's business landscape, particularly within the context of the ongoing industrial revolution. It then focuses on two key disruptive technologies: Artificial Intelligence (AI) and Augmented Reality (AR). For each technology, the essay provides a historical overview, examines its practical implementation within marketing strategies, and offers a detailed analysis of its benefits and challenges. The analysis covers various applications of AI in marketing, such as search optimization, recommendation tools, programmatic advertising, marketing forecasts, and customer experience personalization. Similarly, the essay explores AR's implementation and impact on marketing. The essay concludes by summarizing the key findings and reiterating the critical role of disruptive technologies in shaping the future of marketing, emphasizing the need for businesses to adapt and innovate to remain competitive.

University of Greenwich (UOG)
Bachelor of Arts (Hons) Business Management (Top Up)
ASSIGNMENT / PROJECT COVER SHEET
(to be completed individually by student)
UOG ID Number 001146040
Course Specialization
(*Please delete whichever is not applicable)
Marketing and Sales
Subject Code/Name MARK 1051 – CONTEMPORARY ISSUE IN
MARKETING
Assignment Title ESSAY 50%
Lecturer/Supervisor Mr. Mark Carace
Word count 4712 words
DECLARATION
I, the above named student, confirm that by submitting, or causing the attached assignment
to be submitted, I have not plagiarized any other person’s work in this assignment and
except where appropriately acknowledged, this assignment is my own work, has been
expressed in my own words, and has not previously been submitted for assessment.

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Table of Contents
I. Introduction ....................................................................................................................... 3
1. What is disruptive technology? ..............................................................................................3
• The potential of disruptive technology .....................................................................................4
• Disruptive technology in Marketing .........................................................................................4
2. How its impact on marketing today? .....................................................................................4
II. Two disruptive technologies .............................................................................................. 4
1. Artificial Intelligence (AI) .........................................................................................................5
1.1. History ..................................................................................................................................................... 5
1.2. Used implementation into marketing ....................................................................................................... 5
1.3. Analysis .................................................................................................................................................... 8
2. Augmented Reality (AR) ........................................................................................................ 10
2.1 Overview and how AR technology works ............................................................................................... 10
2.2 Used implementation into marketing ..................................................................................................... 11
2.3 Analysis .................................................................................................................................................. 13
III. Conclusion ...................................................................................................................... 17
References........................................................................................................................... 17
Figure of Tables ................................................................................................................... 19

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I. Introduction
In the race of industrial revolution 4.0 in developed countries. Nowadays, businesses aim to be a
leader in the industry. To do that, they must respond appropriately to the changing market. One of
the best ways for them attain the ambition in the industry is to modernize technology in everyday
processes.
In some large-scale businesses, it's also rare to allow faults even small mistakes, as it takes a lot of
resources to fix it. However, once the technology is put in place at the right time and well-planned,
it will free you from the rigid principles of frameworks and processes that are no longer suitable
for the current environment. That's why disruptive technology is so important in today's industries
in particular and marketing in general.
1. What is disruptive technology?
Disruptive technology is innovation that dramatically changes the way consumers, industries, or
businesses operate. A disruptive technology removes the systems or habits it replaces because it
has distinctly superior features. It has become a buzzword in startups looking to create a product
with great appeal (TimSmith, 2020).
Disruptive technology was divided into two categories by Clayton Christensen (1997, The
Innovator's Dilemma; How New Technologies Cause Great Firms to Fail. Harvard Business
School Press), which are sustainable and disruptive. “Sustainable technology is based on
incremental improvements to an established technology. Disruptive technologylacks refinement,
often has performance problems because it's new, appealing to a limited audience, and may not
yet have a proven practical application.”
In his book, Christensen points out: “a large corporation is designed to work with sustainable
technologies”. They excel in understanding their markets, being close to their customers, and
having the mechanisms to develop existing technology. However, a new opportunity that opens
up for marketing by disruptive technologies have low profit margins and are not easy to minimize
costs and maximize their potential. Christensen demonstrates: “it is not uncommon for a large
corporation to drop the value of a disruptive technology because it does not reinforce its current
goals. the company, obscured only as technology evolved, reaped greater profits than audience
and market share and threatened the status quo.” Disruptive technology is a powerful tool that

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many companies, even startups, target for business purposes. For instance, there has been some
business has succeed in utilizing disruptive technologies such as Uber, Grab, Goviet, etc. Most
recently, people are interested in the field such as: 3D printing, Drones, electric vehicles,
Blockchain.
• The potential of disruptive technology
By recognizing what disruptive technology can bring, we cannot deny the fact that the impact of
disruptive technology is enormous. For companies that are pioneering in adopting these
technologies, they can realize the important of it in their businesses. This results in businesses that
do not accept a change in this technology or those that only adopt an innovation after seeing the
effectiveness of a disruptive technology will easily lose market share in the face of. to competitors
who possessed disruptive technology.
• Disruptive technology in Marketing
- Application
With technologies like machine learning, artificial intelligence (AI), and virtual reality (VR), the
future of business and the market as a whole is challenging, competitive, and ever-changing. In e-
commerce, apps like chatbot assistants and analytics help provide personalization, product
recommendations, sales, search optimization, and promotion, influence customers' buying
decisions. Another emerging and beneficial Disruptive technology in e-commerce, VR empowers
consumers to see and feel products before they buy. Marketers can harness the transcendent power
of VR to attract more consumers and profits.
2. How its impact on marketing today?
Don't underestimate the impact of disruptive technology. The rate of change means no industry is
safe from potential disruptions, and marketers will need to be ready to respond. (The pace of
change means that no industry is safe from potential disruption). In the words of John Straw, author
of iDisrupt, "we've seen an acceleration of disruptive technologyover the past few years compared
to 20 years ago." Technology is changing the way consumers conduct their daily lives and
everyone else's.
II. Two disruptive technologies

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1. Artificial Intelligence (AI)
1.1. History
Artificial Intelligence, or AI, means the intelligence of human-made machines. This is considered
as a field of science and technology, with the aim of providing human kind with the robots,
computers that have abilities to think, solve problems, and communicate like human, and so forth.
Alan Turing − eminent British mathematician who is regarded as the father of Informatics by
formulating concepts of algorithm and computation on Turing machines, which is an abstract
computer model that describes the essence The handling of formal symbols played a crucial and
interesting contribution to AI in 1950. The Turing test is a way to answer the question ‘can the
computer think?’, Expressed in the form of a game. Imagine three people participating in the game,
one man (A), one woman (B) and one player (C). The player sits in a room separate from A and
B, knows nothing about A and B (like the two hidden objects X and Y) and only asks questions
and receives answers from A and B via a computer screen. count. Players need to conclude in X
and Y who is a man and who is a woman. In this test, A always tries to confuse C and B always
tries to help C find the correct answer. The Turing test replaces A with a computer, and the problem
becomes whether C can distinguish in X and Y, which is a computer and a woman. The Turing
test assumes that the computer is intelligent (through the test) if it knows how to make C not sure
that its conclusions are correct. Although the Turing test is still considered to be of historical and
philosophical importance rather than practical value (because humans have not yet been able to
understand such language and reasoning machines), its great significance It is emphasized that the
machine's ability to successfully communicate with a human in a free and unrestricted conversation
is a key manifestation of artificial intelligence. John McCarthy Herbert Simon Donald Michie
Meet Minsky at PRICAI-96, Cairns 1996 Concern about smart computers motivated many
scientists over the next several years, to then AI as an independent science − Has been around just
10 years after the first computers were created to be used primarily for computation (doing various
arithmetic additions, subtractions and comparisons).
1.2. Used implementation into marketing
There are 7 applications of artificial intelligence in marketing and advertising in the present time
- Searching: In 2005, if you searched for the term "eCommerce store" or ecommerce store
searching for a product, you wouldn't see the results you thought unless you knew the exact

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name. Until now, when searching on Google platform, it has become smarter not merely
help you search that information on google but also help you find the right product on many
platforms. For example, 10 years ago, typing “woman's flip flops” on Adiddas.com may
not produce the desired results, but now it is completely different..
- Recommended tools: Suggestion tools are rare in the digital marketing world in that this
marketing technology is appreciated and even loved. Amazon's book or product
recommendations are smart, Spotify knows your music preferences, and these discoveries
are backed by the millions of available products that make them a very special role.
companies with large warehouses (including digital goods). Today, online proposals have
become more sophisticated than a basic human-defined set of instructions. A proposal tool
can get data sources drawn from user behaviors, or actions on electronic media, social
networks ...
- Advertising programming: In simple terms, programmed advertising is the progression of
automatically purchasing and selling inventory via exchanges, and connecting advertisers
with publishers. The process uses utilizes the technology and real-time bidding for
inventory types mobile, video, and social media channels - and even made into television.
AI technologies feature visitor behavioral analysis algorithms that enable real-time,
audience-oriented campaign optimization that is more likely to convert. Programming
companies have the ability to collect audience data for more precise targeting, whether it's
first-party (themselves) or from a third-party data provider. The most classic illustration of
programming advertising is SEM advertising on channels like Google Adwords, Facebook
and Twitter. It has a huge effect on app and website viewers.
- Marketing forecast: This could be called “Insight from marketing data,” a much broader
topic. Artificial intelligence's enhanced capabilities make it possible for those working in
the marketing field to see and understand their consumer behavior and predict future trends
through that data source. This is entirely possible because nowadays, the shopping
behaviors on e-commerce sites of consumers have quantifiable factors such as the number
of clicks, views, time on page, purchases, email responses, and so on.
- Voice/text recognition thanks to artificial intelligence: The marketing world has had a
strong penetration of chat interfaces, which has resulted in more businesses gaining more
orders. This is an extremely great potential of artificial intelligence to help businesses'

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activities. Now, for example, we can buy food and stuff just by communicating with the
machine, which has artificial intelligence.
- Communicate with customers: AI-powered bots can proactively initiate discussions with
customers, provide relevant information, and support each touchpoint throughout the
customer lifecycle.
- Personalizing Customer Experience: Emotion when buying is one of the most important
factors in attracting new customers and increasing loyalty of old customers. Up to 70% of
individual customers and 82% of business customers say that personalized experiences
affect their loyalty (Salesforce. 2017. Customers' expectations in age of the customer). This
shows the important role of customer experience personalization. Realizing this need,
retailers have also been applying personalization in their business.
Today, consumers are gradually not looking for products that are right for them, but
retailers will suggest directly according to their buying and searching habits. It is possible to do so
because AI has analyzed the entire customer interaction and transaction history on all channels as
well as proactively asked and received feedback to predict habits and preferences. of customers
and give them suggestions. It is easy to see examples around like a favorite video suggested on
Youtube, a favorite track suggested on Spotify, a product that a customer just searched for is
immediately displayed on Facebook or websites that customers view later.
Customers can also receive emails about the right products they need, based on the data they leave
during their interactions on social networks and search pages. According to research by Request
Metric (3), 80% of personalized marketing emails are more effective than emails sent in bulk.
Thus, the personalization of email marketing through AI saves business time and resources while
bringing more value to customers.
The retailer improves the search experience or selects the right product on AI-integrated customer
apps. Asos, for example, introduced image search on its mobile app, allowing users to upload
pictures of people in costumes and search for similar products. Asos system will automatically
analyze and search from the clothing database in the system to recommend related items to
customers.

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To sum up, Since the advent of artificial intelligence, the ways of operation of many fields have
been innovated in the direction of technology. In marketing, artificial intelligence has made a big
change in the way brands reach and perceive their target audience.
1.3. Analysis
With the advent of Digital Marketing and the internet revolution, media advertising is outdated,
and things like consumer behavior, preferences, search history tracking, SEO, content marketing ,
voice recognition is taking the lead.
The future of the marketing industry is for AI to become innovation and automation. CMOs will
focus on maximizing the customer and optimize advertising goals such as personalizing the
customer experience, understanding customer behavior, analyzing and predicting accurately to
save time. Earning and converting leads.
According to Techgrabyte: “Artificial intelligence (AI) is the biggest commercial opportunity for
companies, industries and countries in the next few decades, global GDP will grow to 14%
between now and 2030”, which That means those behind artificial intelligence (AI) technology
will find themselves at a serious competitive disadvantage within the next few years.
Here are the top reasons why organizations are adopting AI in business:

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Table 1: Percentage of respondents who somewhat or strongly agree with each statement
In short, AI will help companies save costs - time - personnel such as: optimize advertising
budgets, divide tasks more reasonably for employees, reduce time by automating regulations. the
sales process and personalizing the customer experience in the entire customer journey.
The application of AI in the fields of socio-economic activities, specifically marketing activities,
becomes even more useful. However, the point to note here is that it’s necessary for company to
keep in mind one point: "apply but not depend" on artificial intelligence. It is not far more difficult
for Artìicial Intelligence to create and develop relationships with customers, which is often done
by people before; those are complex and requires deep thinking. However, nowadays, many
applications can help artificial intelligence self-learn, self-identify and gradually take over this job
on behalf of humans through chatboxes or communication channels. Companies only do one thing,
compile content and interactive scripts according to the campaigns that they want to target.
Although AI can replace workload for humans, especially in sales, the content created for AI is
the result of a large amount of research, learning and training. man-made quality. Hence, human
creativity is the foundation for this tool. And it will not be able to replace human creativity.

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Accordingly, AI in marketing allows companies to spend more energy and intelligence on jobs
that require creativity.
2. Augmented Reality (AR)
2.1 Overview and how AR technology works
• Overview
Growing up in the storm of the world technology village and the need to improve quality and
service is the father of a series of inventions that have a strong influence on people's life. The AR
technology is one of those proofs.
AR is a technology developed on the basis of VR, VR virtual reality displays 2d, 3d images
encoded and displayed on electronic devices such as Smartphone, tablet. AR is considered a new
trend in sales and marketing strategy. AR offers businesses another tool to increase sales and
enhance brand value by allowing brands to provide their customers with an experience of
convenience.
The most widely accepted definition of AR was suggested by Azuma in his 1997 survey.
According to Azuma, AR must have the following three characteristics: Combining real and virtual
(Combining real and virtual), Interaction in real time (Interact in real time), and it is linked to 3D
(Registered in 3D).
Augmented Reality allows users to experience virtual elements of VR technology in real space.
The remarkable point in AR technology is the level of authenticity of the images and data that
appear in real space of the user.
• How AR technology works
When users use augmented reality, virtual images will appear in real space. To realize the above
visibility, AR technology must go through an analytical process:
First, AR will analyze images from the real environment captured through the camera lens. There
are two main stages: determination of the interest point (interest point), standard mark (Fiducial
marker) and optical flow (optical flow). Stage 2 is to reconstruct the spatial coordinate system of
the real environment that has just been analyzed, and put the image data inside that environment.

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2.2 Used implementation into marketing
The augmented reality application in Marketing Communications is a new Disruptive for the
media. One of the keys to effectively applying augmented reality to marketing is to remove, or
limit the boundaries of, real and virtual experiences. In other words, it is the reality and life of the
customer experience. While experiencing reality through the virtual world offers certain benefits,
convenience and speed, there are still lack of personalization and connection. The lack of
sophistication and efficiency of digital technology persists even though the customer is truly "role-
playing".
Modern marketing trends show the huge roles experiential marketing strategies play and the role
that reality technology plays. Creativity as well as sensitivity to new technology will help
commercial businesses as well as marketers have the opportunity to catch up with the general times
of society.
a) Involve customers to the brand: The trend of marketing with virtual reality is an
effective way for you to attract customers to your business. The Internet is gradually
proving to be an effective and fast tool for customers to have more access to the
company's products. The majority of customers search for information about the
products they want to buy on the internet before making a buying decision. By bringing
virtual reality into marketing, you can create your own websites that attract users and
impress them, thereby giving you a mark on your brand and customer loyalty.
b) Highly shared: Through interesting experiences, customers will feel attracted and
satisfied with the product. From there they start to enjoy and buy more products, and
at the same time they will share your product recommendation with friends, relatives
or colleagues.
c) AR helps improve customer experience
Nearly 65 percent of users find ads annoying or compromised, mainly because ads disrupt their
performance. It leads to negative perception and lack of sympathy for the very part of the
advertising and the brand being promoted.

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Table 2: Why people block ads
Marketing with AR technology, which users can follow on their own terms, looks much more
attractive than pop-up banners that block half of a news page from wanting to read. This will
help the brand create satisfaction, love and get good responses from customers. Furthermore, in
order for customers to have a better experience, brands need to personalize their ads according to
their needs.
Personalized marketing isn't a new thing in marketing, but custom AR ads can take it to the next
level. Interactive AR apps can allow users to download for their own media, devices, and create
custom content. While still running and promoting the brand or service, the ad will be personal
and unique to each customer.
d) AR Provide visual test products:

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The AR application provides a new dimension of presentation for online retailers' catalogs,
allowing interaction on online features. Using AR applications allows you to view products from
any angle, and can project products in the three-dimensional space that customers want. In other
words, AR offers a wide range of shopping options for catalogs and online retailers, providing an
effective visual view for the product that makes shopping seamless.
e) AR Add interactive advertising
Use real engagement ads to increase engagement with your viewers. For example, allowing
customers to scan ads in order to receive fake goods; enable interactive video or content displayed
when users are accessing… As mentioned, the key to successful AR marketing is narrowing the
gap between the real world and the virtual world.
For example: In 2017, the fermented beverage brand Yakult successfully applied AR technology
in marketing to its product packaging. Mr.Yakult is a character associated with a famous Japanese
brand in the Vietnamese market. With an application called Sazare, users install and scan through
a batch of Yakult milk, Mr.Yakult will appear through AR technology with fighting moves to
defeat harmful bacteria. In addition, users can take pictures and share them on social networks
easily from within the application.
Pizza Hut's AR menu
AR is applied so flexibly that it can find its implementation in all types of industries. The restaurant
chain is no exception. Pizza Hut has found a very innovative way to improve its menu through AR
technology. Application developed by Engine Creative - along with AR technology development
agency in marketing for New Look we mentioned above.
This time, the group has developed a fun challenge that makes Pizza Hut's menu even more
interesting. Users simply use the Ogle app to scan for activation images. That brings them to a
challenging puzzle game and a chance to win a family party. The app also allows them to browse
menus and place orders directly. 3D technology makes meals look more delicious.
2.3 Analysis
• The future of Augmented Reality

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AR can bring unique, unprecedented user experiences. From there, it can be said that the
development potential of AR in the coming time is very bright. However, there are a few streams
of opinions that: AR is ultimately just a flashy marketing tactic of technology manufacturers. This
opinion is not incorrect, because AR applications at present are not highly practical, and have not
been applied on a large scale. Therefore, for AR to become the technology of the future,
manufacturers need to focus resources on both sides: Content and hardware.
Like any new technology, AR has lots of political and ethical implications. Google Glass, for
example, raises privacy concerns. Some worry that conversations could be sneakily recorded, and
each person's lives won't be as comfortable as they always dreamed of.
In the hospitality and tourism marketing industry, there are more and more businesses which have
been applying augmented reality to their corporation, with the desire to innovate and technologize
their marketing activity. Technology, in fact Augmented Reality Marketing performs an integral
role in giving more reliable and realistic platforms for many marketers to do their work in
marketing.. Therefore, ARM is seen as the supporter of contemporary global marketing strategies.
In today's world, consumers interact more with technology devices as part of their everyday
interactions. This really creates the basis for expanding tech-assisted marketing campaigns. In
addition, through the consumer interactions and experiences with media and information
technology, they will feel truly more free than ever.
AR marketing is a powerful visualization tool that conveys ideas by presenting vivid and engaging
images interactively. It is thrilled; it excites; according to Artillry's report, “The Camera is the New
Search Box” in August 1st, 2018, it works and Global AR ad revenue in 2018 is estimated at $ 428
million and is expected to triple by 2021.

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Table 3: Global augmented reality ad revenue
The advantages outweigh such features, so AR is considered the most important technology for
marketing and marketing in the coming time.
Marketing campaigns powered by cutting-edge technologies can remain influential or valuable for
decades to come. The shift in marketing from conventional to nonconventional is clearly visible
in travel and hospitality with the specific case of ARM application in value addition, service or
product marketing, travel experience, as well as in consumer participation in marketing.
Augmented reality as a digital campaign powered by technology is well-equipped for both business
and general consumers alike, in a symmetrical way.
Overall, this advancement forms the basis for more comprehensive, practical, and challenging
marketing methods. This can be seen that the creative form of marketing campaign is replacing
conventional approaches. Therefore, there is at least one case for ARM at each stage of the value

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chain as well as at each stage of the consumer decision-making process. Consumers buy products
as a result of trustworthy, valid and interesting information received through effective
communication.
ARM is a new way to communicate and engage consumers or tourists by enhancing their reality
and providing a more physical experience. Therefore, the potentials that augmented reality can
create is very convincing. This is due to AR's ability to interact with consumers and enhance
consumers' accessibility to services.
• Disruptive Technology in the world
Accordingly, in 2016, the global digital economy was worth 11.5 trillion USD, accounting for
about 15.5% of the world's GDP. This percentage is expected to reach 25% in less than a decade
(Huawei and Oxford Economics 2016). Today, six of the world's top 10 companies are technology
companies, of which Apple recently became the first company in the world to be valued at more
than $ 1 trillion.
Regarding the concentration of digital business platform, according to UNCTAD (2017), Asia has
42 enterprises and ranks second only to North America (with 63 enterprises). Famous brands such
as Alibaba, JD.COM, Gojek, Grab, Lazada and Softbank all started in Asia. "Although operating
in different industries, these companies all have one thing in common - all leveraging disruptive
and transformative technologies to produce and deliver products and services more efficiently" -
World Bank director said. Mr. Ousmane Dione also emphasized: “Disruptive technology
technology is changing the way businesses operate in three areas: collecting, storing, accessing,
analyzing, and presenting data (Internet of Things, Aircraft Drive, Big Data); developing
production techniques to increase efficiency, economy and speed (3D Printing, Robotics); and
interacting with the world and providing / receiving services (e-government, digital finance,
biometrics). ”
• Disruptive Technology in Viet Nam
According to Mr. Ousmane Dione, this vibrant digital economy promises to bring opportunities
for many small, medium and micro enterprises to participate in the Vietnamese economy. This is
because e-commerce platforms bring small, medium and micro businesses to large markets (both
at home and abroad) and shorten the gap to the market, especially for those located in far from big

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cities like TP. Ho Chi Minh City, Hanoi, Danang and Hai Phong. “The sharing economy means
that it’s not much more difficult for ordinary Vietnamese to join more in the digital economy by
utilizing their homes to earn extra income via digital accommodation platforms or by using their
motorcycles and cars on digital-based ride-hailing platforms. " Said Mr. Ousmane Dione.
III. Conclusion
Digital marketing is one of the fastest moving industries. To remain competitive and grow
profitable, it requires timeliness and innovation. Businesses need to keep up with the ever-
changing trends and apply them to brands to create uniqueness.
There will be a danger for companies that cannot keep up with the technology. Because of the
continuous innovation, if they just focus on traditional way on marketing, those companies may
have a set back. This creating opportunities for rival ones to gain market share in the industry.
Ultimately, there will be a huge gap between them and some companies which are leaders in
using disruptive technology.
Timothy Seward of ROI Revolution emphasized: technology and technology trends will reshape
the digital marketing world in the next decade, while pointing to the common mistakes
businesses make when creating a digital strategies and ways to avoid them. One of the ways for
brands to keep up with the technology era and increase their competitive advantage is to use
disruptive technology technology to differentiate their products and services.
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Figure of Tables
Table 1: Tiwari, P., January 17 2018, Not All AI is Created Equal: Pure vs. Pragmatic AI,
viewed December 2020. Available at: <https://www.interactions.com/blog/technology/pure-vs-
pragmatic-ai/>
Table 2: An, M., January 14 2020, Why People Block Ads (And What It Means for Marketers
and Advertisers), viewed December 2020. Available at: <https://blog.hubspot.com/marketing/
why-people-block-ads-and-what-it-means-for-marketers-and-advertisers?
__hstc=93759874.0c366cf2927d9d3647f423bab773c19d.1551100868882.
1551100868882.1551100868882.1&__hssc=93759874.1.1551100868882&__hsfp=1442140348
>
Table 3: Artillry, August 1 2018, The Camera is the New Search Box: Ads in AR, viewed
December 2020

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