Page 87 - IMDR Journal 2025

Research Article

Chart 7 & 8 marketing so 95.5 % is yes and 5.4% is no. Privacy of data is
also a key concern, with a majority of respondents viewing it
As seen in chart no 7 & 8 the data we have collected from the
as extremely important or somewhat important. Almost all
candidates consists of how important is data privacy to you
when engaging with digital marketing so 59.1% approx. is participants would like brands to seek permission before
extremely important , and somewhat is approx. 36.4%. In using their personal information, indicating the necessity for
8th chart shows that how many candidates prefer brands to companies to prioritize transparency and ethical use of data.
ask for permission before using your data for personalized

Chart no 9 & 10 making use of AI-powered tools including chatbots,
As seen in chart no 9 & 10 the data we have collected from automation, and targeted marketing. A quarter of
organizations intend to implement AI in the near future, with
the candidates consists of the company using AI driven tools
for marketing , so 50% of company’s says yes and 27.3 says the rest having not yet explored it. In terms of effectiveness,
no and 22.7% are planning to implement. In 10 the chart most respondents have a positive opinion that AI-powered
shows how effective has AI driven marketing been for marketing positively affects customer engagement,
customer engagement , so 40.9% are very effective, 54.5% although a handful are not convinced.
are somewhat. Half of the companies surveyed are already
Chart 11 : As seen in chart issues prevent deep tech from being applied extensively in
no 11 the data we have marketing. Data privacy is the largest challenge, followed
c o l l e c t e d f r o m t h e by the expensive nature of implementation. The absence of
candidates consists of the specialized expertise and consumers' lack of trust are also
biggest challenge in major hindrances. These results highlight increased
adopting deep tech for dependence on AI and deep tech in marketing and also the
m a r k e t i n g , c o s t necessity of responsible data use and consumer confidence.
implementation approx. 27.3%, data privacy concerns Businesses need to strike a balance between innovation and
approx. 36.4%, lack of expertise approx. 22.7%, consumer privacy protection to drive customer engagement and build
trust issues approx. 13.6%. Although it has benefits, various long- term loyalty.

HYPOTHESIS VARIABLES
H₀: Deep tech innovations (AI, big data, AR, automation) Independent Variable: Use of deep tech in marketing
have no significant impact on marketing effectiveness. Dependent Variable: Marketing effectiveness, consumer
H₁: Deep tech innovations significantly improve marketing engagement.
effectiveness and consumer engagement.

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