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T5080495 Research Proposal

23 Pages 5683 Words 833 Downloads

Chapter 1: Introduction

Title

The impact of digital marketing tactics in enhancing customer attraction and retention towards organisation; A study on Morrisons.

1.1 Project Introduction

Digital technologies greatly influences the business operations of today's organisation. These technologies include hybrid information systems, cloud computing, social media marketing, mobile communication technologies, artificial intelligence (AI), internet of things, etc. Managers have implemented advance technologies in all departments i.e. from operations to marketing in order enhance the profitability and productivity of the organisation. In this context, the present research will focus on the digital marketing methodologies and approaches used by Morrisons in order to enhance retention and attraction of their targeted customers (Chaffey and Ellis-Chadwick, 2016). Morrisons is one of the leading supermarket company operating in United Kingdom. It is fourth largest supermarket organisation in UK with enormous branches within and outside national borders. Digital marketing refers to the method of promoting organisational goods and services by using different digital technologies especially internet and smart phone technologies (Ryan, 2016). Digital technologies indeed enhance the profitability of organisation and also assist in increasing the operational activities of business. The researcher will create a robust argument in the research project that helps in providing comprehensive understanding of subject matter. The researcher will contrast and compare the articles derived from authentic sources so that explicit understanding of the topic can be created. Furthermore, researcher will describe the precise research methodologies which he or she will going to utilise to carry out the research study. Data will be collected from employees working in marketing department of Morrisons via questionnaire. Researcher will provide some of the best recommendations which management can inculcate within their marketing practices. The research project will be formulated in systematic and structured manner covering aspects of every chapters effectively and effectively.

1.2 Research aim and objectives

Aim

The aim of research study is “ To analyse the impact of digital marketing tactics in enhancing customer attraction and retention towards organisation; A study on Morrisons.”

Objectives

In order to accomplish aim, researcher has set few objectives of the study which are summarised below:

  • To examine the effectiveness of various digital marketing techniques.
  • To understand why consumers find particular digital marketing technique attractive.
  • To understand how consumers view various digital marketing technique.
  • To recommends management of Morrisons so that they can improve their digital marketing strategies.

1.3 Research Questions

Research questions are fundamental core of research study. It helps determine the flow of research and provide guidance to researcher in accomplishing aim and objectives of research study. In this context, research questions are formulated below:

  1. How digital marketing techniques are effective?
  2. Why consumers find particular digital marketing technique attractive?
  3. How consumers view various digital marketing technique?

1.4 Rational of research

Researcher through this research will be able increase his or her level of knowledge and understanding about various strategies and technologies for digital marketing used by Morrisons in order to attract their targeted customers. The research will also address various challenges and issues in digital marketing process which helps researcher in enhancing his or her comprehending skills. Through this research, researcher will able to get familiar with Morrisons which is fourth largest supermarket organisation in United Kingdom.

 

1.5 Significance of research

Digital marketing refers to the process where marketers advertise organisational products and services using digital technologies (Armstrong and et.al., 2015). These technologies have laid great emphasis on individual daily life routine. In this context, marketers by taking advantage of it promote organisational goods and services using digital technologies in order to provide information to large range of customers. The research will help end users by providing them comprehensive understanding about digital marketing strategies and tactics used by the organisation. Furthermore, the research is significantly important for marketers of Morrisons as researcher in the end of study will provide recommendations which can be implemented by the management to enhance their marketing strategies. Through this research, the academician and other researchers as they can use this research for enhancing their understanding and for creating argument in their research study.

1.6 Approach and methodology

In order to attain the aim and objectives of research in precise and appropriate manner, it is essential for researcher to select appropriate research methodology. These are elaborated below:

  • Research Philosophy: Research philosophy deals with source, nature and development of knowledge. In this research study, researcher will use positivism research philosophy. Through this researcher will be able observe tangible data or facts which are considered to be credible.
  • Research Approach: Research approach is refers to the plan consists of steps describing broad assumptions to description of process data collection. In the present research study, researcher will use inductive research approach.
  • Research Design: Research design refers to the plan which helps researcher in attaining research questions. In the present research study, researcher will use exploratory research design.
  • Research Strategy: Research strategy refers to the plan which helps in accomplishing aim and objectives of the research study. In the present research, researcher will use quantitative research method for attaining aim and objectives of research study.
  • Data Collection: Data collection is crucial process. In the present research researcher will gather data by using questionnaire instrument. Questionnaire will be provided to employees of marketing department of Morrisons. It will consists of close ended questions.
  • Sampling: Sampling is statistical method of reducing the size of population. As marketing department of Morrisons is large and population is extensively huge, researcher will take sample of 50 employees randomly in order to gather their review.
  • Data Analysis: The data will be analysed by using themes. Researcher will formulate theme for each question and explain it with the help of chart and figures.

Chapter 2: Literature Review

2.1 Introduction

Literature review is considered as essential chapter in research study. Here, researcher will create robust arguments by contrasting and comparing articles derived from authentic sources. The motive of literature review is to establish theoretical framework within research study. Here, researcher will be able to enhance effectiveness of research study.

2.2 Digital marketing tactics

According to Ryan, (2016) digital marketing refers to the process of delivering and promoting organisational products and service information to large number of customers by using digital technologies. In present era, digital technologies are dominating greatly which influences both individuals and organisations by providing ample of benefits. Tiago and Veríssimo, (2014) said that by using digital technologies, one can communicate, interact and share information effectively and efficiently. Marketers have begin utilising digital technologies and its applications for enhancing organisational productivity and profitability of the organisation. Digital marketing is considered to be perfect example of efficiently use of digital technologies. Digital marketing is the process where marketers use digital medium or channels for instance, television commercial, social media for marketing, mobile communication, etc. for promoting organisational products and services in effective and efficient manner. There are lots of strategies and tactics of digital marketing used by marketers for boosting organisational revenue. Charlesworth, (2018) elucidated that in order to enhance the digital marketing, marketers needs to prepare robust plan which must by created by thorough research and analysis. It is the responsibility and duty of marketing manager of the organisation to devise strong plans which aid them in providing competitive advantages. Stephen, (2016) argued that there is no doubt that digital technologies provides ample of benefits to the organisations, they are considered to be less useful in rural and remote areas where people does not have internet accessibility or mobile phones. Thus, traditional method of digital technologies is considered to be optimum in those areas.

2.3 Impact of digital technologies on consumers' perception

Kannan, (2017) elaborated that today's consumers are loaded with high tech technologies, smart phones, tablets and computer system and prefer to do online shopping from various e-commerce websites. Digital marketing greatly influence the perception of consumers'. Yasmin, Tasneem and Fatema, (2015) said that digital marketing has the potential to establish a brand. It involves all the aspect such as awareness, values, loyalty and overall image. It depends upon how marketers utilised digital media marketing to establish powerful brand which possess high degree of recall in the minds of the consumer. In order to sustain in competitive environment, it is rudimentary for the marketers to implement those tactics which helps in enhancing the customer base and attraction. Karjaluoto, Mustonen and Ulkuniemi, (2015) digital marketing aid in enhancing the vision of business. Consumers are not the part of business but they are always keen to know what is the vision of organisation and how its business strategy will enfold. Levy and Gvili, (2015) said that digital marketing is considered as an excellent tool which helps in sharing the business vision, new product launch, growth plans and the future trajectory. Thus, through this marketers able to influence the perception of consumers. Simula, Töllmen and Karjaluoto, (2015) argued that digital marketing not only creates positive perception within customers, it can also create negative perception. Any inappropriate content delivered from the organisation can affects the perception of customers. For instance, any commercial that specifically targets some religion groups can infuriates them and it further downgrades the reputation of the organisation. Thus, it is essential and important for the management of the organisation to cross check the advertisement before posting it on any digital media.

2.4 Various digital marketing methods

According to Taiminen and Karjaluoto, (2015) there are numerous methods which are used by marketing management of the organisation in digital marketing process. Social media marketing is considered as one of the efficient and effective tool of digital marketing. With over 3 billion active users on different social media websites, marketers have great opportunity to promote organisational products and services to large number of users. Lui and Au, (2017) said that another method of promoting products and services using digital media is email marketing. Here the marketers gathers mail id of their previous customers and stay updated with them by providing them information about their latest organisational products and services. Bhowmik and Bag, (2017) elaborated that video hosting sites are considered to be one of the most effective and efficient source of providing information to the customers. In this context, there are several other tools and methods which are used by marketers such as display retargeting, website analytics, content curation, search engine optimisation, affiliate marketing etc.

2.5 Conclusion

Digital marketing refers to the process of delivering and promoting organisational products and service information to large number of customers by using digital technologies. There are numerous methods which are used by marketing management of the organisation in digital marketing process. In order to sustain in competitive environment, it is rudimentary for the marketers to implement those tactics which helps in enhancing the customer base and attraction.

Chapter 3: Research Methodology

Introduction

Research methodology is considered as framework of research study. To attain aim and objectives of research study effectively and efficiently it is essential and equally important for researcher to describe the methodologies used by him. In this context, this chapter will aid in providing comprehensive understanding about research philosophy, research approach, design and strategy that will be use by researcher. Furthermore, the process of collection of data, analysis of data, sampling, ethical consideration and research limitation will be provided in the research study.

Research Philosophy

Research philosophy deals with source, nature and development of knowledge. According to Saunders research onion, research philosophy is the first area to be consider by researcher. There are four major types of research philosophies which are positivism, interpretivism, pragmatism and realism. In this research study, researcher will use positivism research philosophy. Through this researcher will be able observe tangible data or facts which are considered to be credible.

Research Approach

Research approach is refers to the plan consists of steps describing broad assumptions to description of process data collection. Its discussion during the research study is very important. There are two main types of research approach which are inductive and deductive (Taylor, Bogdan and DeVault, 2015). Deductive research approach is used when researcher has to compute data and justify the hypothesis. Inductive research approach is used when researcher has to attain the research questions effectively and efficiently. In the present research study, researcher will use inductive research approach.

Research Design

Research design refers to the plan which helps researcher in attaining research questions. Researcher have argued upon the exact definition of research design. There are different types of design researcher used for carrying out their research (Silverman, 2016). In the present research study, researcher will use exploratory research design. Through exploratory research design researcher will be able to explore research questions more effectively and provide answer to the questions in more effective and efficient manner.

Research Strategy

Research strategy refers to the plan which helps in accomplishing aim and objectives of the research study. There are various research methods such as qualitative, quantitative, case study, meta analysis, systematic review etc. that has been used by researchers during their research study (Mackey and Gass, 2015). In the present research, researcher will use quantitative research method for attaining aim and objectives of research study. As there are numerical data associated with the research, thus, quantitative research approach will be more suitable for study.

Data Collection

It is the process of gathering relevant research data and information by using various sources. Data collection is crucial process. In this primary research, researcher will collect data by using data collection methods of primary sources. In the present research researcher will gather data by using questionnaire instrument. Questionnaire will be provided to employees of marketing department of Morrisons. It will consists of close ended questions. No more than 8 questions will be asked to the employees in order to save their time. The questions directly related with the topic of research study

Sampling

Sampling is statistical method of reducing the size of population. Surveying large populations is pragmatically not possible for researcher and thus, researcher takes sample out from the large population (Lewis, 2015). As marketing department of Morrisons is large and population is extensively huge, researcher will take sample of 50 employees randomly in order to gather their review.

Data Analysis

Data analysis is considered as the process of transforming raw data into meaningful information. In this part, researcher will synthesis the raw data into tables and provide interpretation so that end users can develop understanding about what data is all about. The data will be analysed by using themes. Researcher will formulate theme for each question and explain it with the help of chart and figures.

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Ethical Consideration

In order to enhance the effectiveness of the research study, it is essential and important for researcher to conduct research in ethical manner. Ethical consideration are norms and values which must be followed by researcher. In this research study, researcher will ensure that participants of the study has been fully informed about the motive of study. Furthermore, researcher will maintain their anonymity and confidentiality (Flick, 2015). No such questions would be asked from them that affects the secrecy of the organisation.

Research limitations

Research limitations are the obstructions that faced by researcher during the research study. In the present research project, there are some limitation which are assumed by researcher that are mentioned below:

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  • Resistance of participants: Researcher anticipated that participants of this research study will resist participating. This can become a limitation to the research study.
  • Data collection and analysis: researcher could face difficulties in collection of data as it has been anticipated by him that participants will not fill the questionnaire completely and this could affect the analysis part.
  • Time restriction:The limitation of time can affects the effectiveness of research. Researcher assumed that participants of the study will not present on the day of survey and which increase the time of research study.

Chapter 4: DATA Analysis And Findings

4.1 Introduction

Data analysis is considered as crucial and important chapter in research study. In order to attain the aim and objectives of research study, it is essential and important for the researcher to conduct data analysis in most precise and in effective manner. In this chapter, researcher will analyse and interpret the collected data in effective and efficient manner that helps end users in enhancing their level of knowledge and understanding. The analysis of primary collected data is described below.

4.2 Primary data analysis

The primary data analysis has been interpreted by using themes and charts. A sample of 50 employees was taken by researcher and questionnaire has been provided to them. In this context, the themes and interpretation are described below:

Theme 1: Digital mode of marketing approach Morrisons mostly prefers.

Q1. What kind of marketing approach Morrisons mostly prefers?

Frequency

Traditional mode of marketing

22

Digital mode of marketing

28

Total

50

Interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants regarding mode of marketing used by the organisation. In response to this, 22 agreed on using traditional mode of marketing and 28 agreed on using digital mode of marketing. Thus, from the analysis it is clear that digital mode of marketing approach Morrisons mostly prefers.

Theme 2: Digital marketing helps in enhancing customer’s attraction.

Q2. Is digital marketing helps in enhancing customer’s attraction?

Frequency

Yes

29

No

15

Not Sure

6

Total

50

Interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants regarding digital marketing aid in enhancing customer attraction or not. In response to this 29 agreed on this statement, 15 disagreed on this statement and 6 were not sure whether digital marketing aid in enhancing customer attraction or not. Thus, from the analysis it is clear that digital marketing helps in enhancing customer’s attraction.

Theme 3: Morrisons benefited by using digital marketing approach.

Q3. Is Morrisons benefited by using digital marketing approach?

Frequency

Yes

25

No

21

Not Sure

4

Total

50

 

Interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants regarding Morrisons benefited by using digital marketing approach or not. In response to this 25 participants agreed with this statement, 21 participants denied with this statement and 4 were not sure whether the organization is benefited by using digital marketing approach or not. Thus, from the analysis it is clear that Morrisons benefited by using digital marketing approach.

Theme 4: Social media marketing method used for digital marketing of organizational products and services.

Q4. What kind of method used for digital marketing of organizational products and services?

Frequency

Social media marketing

19

Search Engine Optimization

11

Mobile marketing

15

Pay per click

5

Total

50

Interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants regarding type of method used by the organisation for digital marketing. In response to this 19 agreed on social media marketing, 11 agreed on search engine optimisation, 15 agreed on mobile marketing and 5 agreed on pay per click. Thus, from the analysis it can be concluded that social media marketing method used for digital marketing of organizational products and services.

Theme 5: Digital marketing affects the perception of Morrisons target customers.

Q5. Is digital marketing affects the perception of Morrisons target customers?

Frequency

Yes

32

No

14

Not Sure

4

Total

50

interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants regarding impact on customer perception due to digital marketing. In response to this, 32 customers agreed with this statement, 14 disagreed with this statement and 4 were not sure whether there is impact on customer perception or not after using digital marketing. Thus, from the analysis it is clear that digital marketing affects the perception of Morrisons target customers.

Theme 6: Digital marketing methods help in building brand value.

Q6. Does digital marketing methods helps in building brand value?

Frequency

Yes

26

No

14

Not Sure

10

Total

50

Interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants regarding digital marketing aid in building brand value or not. After analysing the sample of 50 participants 26 agreed on this statement, 14 disagreed with this statement and 10 were not sure about this. Thus, from the analysis it is clear that digital marketing methods helps in building brand value.

Theme 7: Social media marketing & Mobile marketing type of digital marketing method mostly attract the customer towards Morrsions.

Q7. Which type of digital marketing method mostly attract the customer towards Morrsions?

Frequency

Social media marketing

14

Search Engine Optimization

10

Mobile marketing

14

Pay per click

12

Total

50

Interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants regarding which method attracts consumer the most. In this context, 14 agreed on social media marketing, 10 agreed on search engine optimisation, 14 agreed on mobile marketing and 12 agreed on pay per click. Thus, from the analysis it is clear that social media marketing & Mobile marketing type of digital marketing method mostly attract the customer towards Morrsions.

Theme 8: Use more advance analytical tools is recommended to the management so that they can improve the digital marketing tactics and practices.

Q8. How would you recommend to the management so that they can improve the digital marketing tactics and practices?

Frequency

Provide adequate training to employees

17

Use more advance analytical tools

27

More research and analysis

4

No recommendations

2

Total

50

Interpretation: In the questionnaire survey conducted at Morrisons, researcher asked the participants their recommendation. In this response, 17 asked for adequate training, 27 recommended to implement more analytical tools, 4 agreed on more research and analysis and 2 have no recommendations.

4.2 Conclusion

From the above analysis it is clear that management of Morrisons prefer digital mode of marketing. Majority of participants were found in favour of using digital technologies and their response clearly indicates that digital marketing helps in enhancing customer base, attraction and retention.

Chapter 5: A Critical Appraisal & Recommendations

5.1 Critical Appraisal

In the research project, Digital marketing tool is analysed in brief for determining its impact on performance and profitability of the organizations or businesses. The researcher developed effective research methods in order to collect most significant results from this report. There are many authors who states that digital marketing is a most effective and useful tool which can be used by organizations such as Morrison in order to promote their products and services. It helps and support businesses to attract more and more customers to buy their products. According to the above discourse it has been determined that advanced advertising has totally changed and creative as contrast with the customary promoting idea. In the present time, computerized marketing assume a huge part in the cutting edge advertising idea so as customers point of view for offering and obtaining has likewise changed. Digital marketing not only creates positive perception within customers, it can also create negative perception. Any inappropriate content delivered from the organisation can affects the perception of customers. Client relationship administration is a technique of perpetually connecting with existing customers to get to the adjustments in their preferences. Digital marketing is like client loyalty and relationship promoting in that the objective is to move the client from a value-based communication to an enthusiastic relationship. In the Digital marketing idea of present period, organization concentrating on customers' request and prerequisite of item and benefit and satisfy them in a successful way. In Digital marketing, customers input helps with creating successful and healthy association with customers. Digital marketing techniques and plans change as the greater business picture changes. The two parts assume an essential part in creating relationship marketing and loyalty that is innovation and the administration.

5.2 Recommendations

In this way summing up the above report it can be reasoned that more business influence utilization of digital technologies to do promotion and advertising of their items and administrations. The digital marketing, for example, Digital marketing, seeking motor advancement and so forth can be utilized (Chaffey and Ellis-Chadwick, 2016). It is a type of web advertising which incorporated the site's advancement by expanding their visibility in web crawler result pages. Through paid promoting it builds the visibility of web search tool result pages. The immediate inquiry, natural pursuit, pay look and so forth are been sued by organizations keeping in mind the end goal to do promoting. Out of all these hunt the best one is natural as no cash and venture should be done and furthermore according to the best that is been composed by client it is finished. It is been prescribed that organization need to guarantee the accompanying components for a compelling Digital marketing -

  1. Morrison can use various digital marketing tools such as online ads, email marketing etc to connect directly with the customers as well as promoted their products and services.
  2. Making utilization of natural hunt as it viable in contrast with other and cost is additionally less (Armstrong and et.al., 2015).
  3. In the event of watchwords look through the organization can influence utilization of digital marketing as more number of guest to can be there for the site by utilizing this hunt.
  4. The more advancement is prescribed for the organization keeping in mind the end goal to influence their watchword to look powerful.

Chapter 6: Conclusion

Digital technologies greatly influence the business operations of today's organisation. Digital marketing refers to the process of delivering and promoting organisational products and service information to large number of customers by using digital technologies. In present era, digital technologies are dominating greatly which influences both individuals and organisations by providing ample of benefits. Digital technologies indeed enhance the profitability of organisation and also assist in increasing the operational activities of business. The researcher has established a robust argument in the research project that helps in providing comprehensive understanding of subject matter. The researcher has contrast and compares the articles derived from authentic sources so that explicit understanding of the topic can be created. Furthermore, researcher has explicitly described the precise research methodologies which he or she will going to utilise to carry out the research study. Data has been collected from employees working in marketing department of Morrisons via questionnaire. Researcher has provided some of the best recommendations which management can inculcate within their marketing practices. The research project has been formulated in systematic and structured manner covering aspects of every chapters effectively and effectively. In the research project, Digital marketing tool is analysed in brief for determining its impact on performance and profitability of the organizations or businesses. The researcher developed effective research methods in order to collect most significant results from this report. There are many authors who states that digital marketing is a most effective and useful tool which can be used by organizations such as Morrison in order to promote their products and services. In this manner, researcher was able to attain the aim and objectives of the study. Researcher has identified that digital marketing methods provides great benefits to the management of Morrisons.

References

  • Armstrong, G., and et.al., 2015.Marketing: an introduction. Pearson Education.
  • Bhowmik, S. and Bag, S.N., 2017. PROSPECTS AND SCOPE OF DIGITAL MARKETING IN INDIAN INDUSTRY: A REVIEW.International Journal of Management Research and Reviews,7(4), p.490.
  • Chaffey, D. and Ellis-Chadwick, F., 2016.Digital marketing. Prentice Hall.
  • Charlesworth, A., 2018.Digital marketing: A practical approach. Routledge.
  • Flick, U., 2015.Introducing research methodology: A beginner's guide to doing a research project. Sage.
  • Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.International Journal of Research in Marketing,34(1), pp.22-45.
  • Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial marketing communications.Journal of Business & Industrial Marketing,30(6), pp.703-710.
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