Camp Automation: Strategic Leap to Metaverse or Gen AI?

In August 2023, Camp Automation Pvt. Ltd. (Camp Automation), a Bengaluru, India-based go-to-market (GTM) technology start-up, faced a critical strategic decision. Kia Motors India (Kia) approached the company to lead a metaverse marketing campaign for the upcoming launch of its electric sport utility vehicle. This opportunity promised to elevate Camp Automation’s technological capabilities but required navigating the complexities of delivering an innovative solution within a six-month timeline. Founders Shiv M. Kumar and Girish Bendigiri debated the potential benefits of venturing into metaverse technology versus the risks of diverting from their core GTM services. While Kumar advocated for the transformative potential of integrating metaverse and generative artificial intelligence (gen AI), Bendigiri cautioned against resource constraints and the Innovator’s Dilemma—balancing short-term stability with long-term growth. With full funding secured from Kia and potential collaboration with the Indian Institute of Management, the leadership team had to decide if they should pursue this bold technological leap or continue focusing on their established competencies.

This case is ideal for graduate-level courses on digital marketing, strategic management, and information systems, particularly for students familiar with traditional marketing tools like the AIDA (attention, interest, desire, and action) model. It integrates strategic concepts such as dynamic capabilities, Porter’s Five Forces, and innovation theories, while also exploring the role of artificial intelligence and machine learning in marketing automation. The case emphasizes customer journey mapping, personalized content, and the use of advanced technology tools. Students should be familiar with traditional marketing tools, strategic frameworks, and technology tools in marketing prior to interacting with this case.<br><br>After working through the case, students will be able to do the following:<br><br><ul><li>Define the key theoretical underpinnings, such as the Innovator’s Dilemma, the Diffusion of Innovation theory, and the Technology Hype Cycle of Innovation, and apply them from a strategic perspective.</li><li>Explain digital marketing tools, emerging technology trends such as metaverse marketing and gen AI and their use cases in digital marketing, and describe how these trends can alter the competitive landscape.</li><li>Understand and appreciate the challenges faced by start-up organizations.</li></ul>

• digital marketing
• hype cycle
• innovation
• metaverse marketing
• generative AI
• marketing automation
• AI in marketing
• technology start-ups
• strategic thinking
• innovator's dilemma
• diffusion of innovation
• customer journey mapping
• personalized content
• digital marketing strategy
• emerging technologies
• AI marketing tools
• marketing trends
• start-up growth
• technology integration
• competitive advantage.