The term digital marketing is illustrated as creating need for the products and services through electronic media such as social networking or online selling platform. This chapter explains the relevance of high-performance computing (HPC) and artificial intelligence (AI) in developing green digital marketing (GDM) for the firms for all its business operations such as developing marketing strategies by improving customer targeting, providing personalized recommendations, optimizing supply chains, and accurately forecasting market trends. This chapter focuses on the opportunities and the challenges of applying HPC and AI in GDM. Most of the challenges are associated with data quality, privacy concerns, preconceptions in algorithms, and transparency issues that need to be overcome for responsible AI and HPC implementation. The results are based on secondary data collected from the online firms using HPC and AI in GDM and recommendations are made from their experience in creating and developing needs for their products and services.
TopIntroduction
High performance computing (HPC) is the ability to process data and perform complex calculations at high speeds (Saini and Tarkar 2022). High-performance computing (HPC) and Artificial Intelligence (AI) are not inherently linked, but they complement each other excellently. The computational power and scalability of HPC clusters are critical enablers of AI-based software. Figure 1 shows the general structure of HPC (Saini and Tarkar 2022).
Figure 1. Architectural model of HPC
There are two types of HPC systems: the homogeneous machines and the hybrid ones (Hermann 2022). Homogeneous machines only have CPUs while the hybrids have both GPUs and CPUs. Tasks are mostly run on GPUs while CPUs oversee the computation (Hermann 2022). HPC helps engineers, data scientists, designers, and other researchers solve large, complex problems in far less time and at less cost than traditional computing. The primary benefits of HPC are: Reduced physical testing: HPC can be used to create simulations, eliminating the need for physical tests. There are many benefits of using HPC (see figure 2).
Figure 2. The benefits of using HPC in marketing
The beginning of GDM explains the applications in the low-carbon economy has raised intriguing questions and confounding challenges (Dash et al. 2023). Figure 3 lists the principles of GDM. As the global community grapples with pressing environmental concerns and the urgent need to transition towards sustainable practices, the role of marketing becomes increasingly paramount. GDM, with its focus on promoting environmentally friendly products and services, holds immense potential to drive consumer behavior towards more sustainable choices (Dash et al. 2023).
Figure 3. Principles of Green Digital Marketing
It encompasses various strategies, including product design, branding, logistics, advertising, and communication, aimed at influencing consumer behavior towards greener choices (Hemanand et al. 2022). The low-carbon economy, characterized by reduced greenhouse gas emissions, energy efficiency, and sustainable resource management, demands innovative approaches to marketing. GDM, rooted in sustainability principles, plays a pivotal role in promoting the adoption of environmentally friendly alternatives (Hemanand et al. 2022).
There are four marketing mixes namely, product, price, place and promotion and based on that marketing strategy is developed (see figure 4) (Hemanand et al. 2022).
Figure 4. Marketing mix and marketing strategy explained by GDM