Digital Marketing and the Transformation of markets: Pre-Covid facts and post COVID-19 discourses of the New Normal in Business.
Digital Transformation (DT) has been with us for a significant amount of time, longer that we realise. It is only recently that DT with the acceleration of technology and digital communications can now realise its potential. There is a discourse “out there” of the new role of business management theory and consequently, traditional marketing in this new industrial era. Marketing was the first domain of business that was forced to transform with the creation of search engines and the democratisation of markets through conversational media (social media). During COVID-19, we have seen another leap forward and any resistance to this “necessary evil” is now muted. The question is where are we now looking to settle and define “the new normal”? How the post COVID-19 market will look like?
This presentation will refer to the recent developments in digital marketing and the ever upcoming need for digital transformation of business. Will attempt to inform and demystify technologies as Artificial Intelligence, Virtual Mixed and Extended Reality, the power of “cloud” commerce and finally the huge potential held in predictive analytics and forecasting methodologies. We will try to position these novel approaches to the domain of business operations and marketing.
Theofilos Tzanidis is a Senior lecturer in Digital Marketing, a Programme leader and lecturing in Digital Marketing in the School of Business & Creative industries at UWS. He is also a Member of the Industry Advisory Board of the Digital Marketing Institute, an international digital marketing standards council consisting of Google,Twitter, Facebook, LinkedIn, Microsoft, IBM, Vodafone among others. Previously Theo has worked extensively with digital transformation consulting projects providing digital marketing automation, digital communications, digital enterprise & corporate transformation using Digital Social and Transformational Technologies. Theo has led previously digital transformation as Head of Marketing for a large construction company. Theo is bringing a wealth of knowledge from the sector and experience in digital transformation. Theo is currently working as PI/Lead Academic to several Digital Transformation Projects the largest being with military security construction company (worth in excess of £300,000). Theo is conducting research and consultancy projects in the new field of business and management training to transform business by restructuring traditional business processes using novel technologies and platforms. He also works on projects that require the application of new technologies in non-business disciplines such as Health, Culture and Arts, Politics and Governance and the Third Sector. Theo Tzanidis pioneered a higher education digital transformation, using innovative new technologies. He co-Created, with Dr Matthew Frew, accelerated and Immersive Education approach which was shortlisted for the 2018 Guardian, Herald and Pioneer Awards for the innovative application of VR/AR/Digital to embed technology and reshape how students are taught at UWS.