Economics and management of enterprises

Revolutionizing digital marketing: unveiling the impact of influencer marketing, AI-driven customer support, and voice search optimization on engagement and efficiency on the example of the semiconductor manufacturing industry

Economic Annals-XXI

Economic Annals-XXI: Volume 205, Issue (9-10), Pages: 50-56

Citation information:
Rajendran, R. P. (2023). Revolutionizing digital marketing: unveiling the impact of influencer marketing, AI-driven customer support, and voice search optimization on engagement and efficiency on the example of the semiconductor manufacturing industry. Economic Annals-XXI, 205(9-10), 50-56. doi: https://doi.org/10.21003/ea.V205-06

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Ragu Prasadh Rajendran
PhD (Marketing),
Assistant Professor of Marketing,
Sri Ramaswamy Memorial (SRM) University
Haryana, 39, Rajiv Gandhi Education City, Sonipat, Haryana, 131029, India
ragu.prasadh@srmuniversity.ac.in
ORCID ID: https://orcid.org/0000-0002-8257-0984

Revolutionizing digital marketing: unveiling the impact of influencer marketing, AI-driven customer support, and voice search optimization on engagement and efficiency on the example of the semiconductor manufacturing industry

Abstract. In the rapidly evolving landscape of semiconductor manufacturing, this research paper explores the application of pivotal digital marketing trends and strategic innovations to reshape contemporary business strategies within the industry. Recognizing the significance of staying at the forefront of these transformations, our study aims to provide a nuanced understanding of three prominent digital marketing innovations: Influencer Marketing, Artificial Intelligence (AI)-driven Customer Support, and Voice Search Optimization. Through a rigorous methodology integrating literature review and case study analysis specific to semiconductor manufacturing in India, we unveil the successful implementation and tangible impact of these innovations on user engagement, brand perception, and overall marketing efficacy within the semiconductor sector of India. The research was done in 2022-2023 over the semiconductor companies working in India (HCL Technologies, Bharat Electronics Limited, ABB India Limited, Vedanta, CG Power and Industrial Solutions Limited, and Havells India Limited).

Comparative analyses against traditional methods reveal significant improvements tailored to this industry: Influencer Marketing campaigns demonstrated a 25% increase in reach and engagement compared to conventional advertising. The integration of AI-driven Customer Support resulted in a 30% reduction in response time, enhancing customer satisfaction scores by 15%. Furthermore, Voice Search Optimization strategies yielded a 20% improvement in search accuracy, outperforming traditional text-based Search Engine Optimization (SEO) approaches within the semiconductor manufacturing context. Delving into challenges and opportunities associated with each innovation within the semiconductor industry, we provide evidence-based recommendations for businesses seeking to navigate the dynamic digital marketing landscape in this specialized domain. As semiconductor manufacturing continues to redefine its business ecosystem, embracing these innovations emerges as a cornerstone for sustained success in the digital era within this unique sector.

Keywords: AI-Driven Customer Support; Digital Marketing Innovations; Engagement and Efficiency; Influencer Marketing; Semiconductor Manufacturing; Voice Search Optimization

JEL Classifications: Е24; Е41; Е64; I18; J28; J31

Acknowledgements and Funding: The author received no direct funding for this research.

Contribution: The author contributed personally to this work.

Data Availability Statement: The dataset is available from the author upon request.

DOI: https://doi.org/10.21003/ea.V205-06

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Received 20.05.2023
Received in revised form 11.06.2023
Accepted 17.06.2023
Available online 27.11.2023

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