Impact of Digital Marketing Strategies on Customer Base and Performance in the Online Retail Sector in the UK

Research portfolio

TABLE OF CONTENTS
Research Title:...........................................................................................................................3
Research Aim:............................................................................................................................3
Research Objectives:..................................................................................................................3
Research Questions:...................................................................................................................3
Background to Research Topic:.................................................................................................3
Background to Research Organization.......................................................................................3
Research Rationale.....................................................................................................................3
Research Methodology...............................................................................................................4
Research Type........................................................................................................................4
Research Approach................................................................................................................4
Research Philosophy..............................................................................................................4
Data Collection.......................................................................................................................5
Research Sampling.................................................................................................................5
Data Analysis.........................................................................................................................5
Ethical Considerations...........................................................................................................6
Reliability and validity...........................................................................................................6
Limitation...............................................................................................................................6
Timescale...............................................................................................................................6
REFERENCES...........................................................................................................................8
ONLINE SECONDARY SOURCES........................................................................................9

Research Title:
“To analyze the impact of digital marketing strategies on the increase of customer base and
performance in the online retail sector in the UK. A study on Amazon company.”
Research Aim:
To identify the effects of digital marketing strategies in increasing the customer base
along with the performance in the online retail sector in the UK. A study on Amazon
company.
Research Objectives:
 To understand the concept of digital marketing.
 To evaluate the strategies used in digital marketing to increase the customer base and
performance of the company.
 To evaluate the key challenges faced by the company while carrying out digital
marketing.
 To determine the recommendation to increase the customer base and performance of
the company.
Research Questions:
1. What do you understand by the digital marketing?
2. What are the strategies used in digital marketing for increasing the customer base and
performance of the company?
3. What are the challenges that might come across while implementing digital marketing
strategies?
4. What are the various ways for increasing the customer base and performance of the
company?
Background to Research Topic:
This research topic highlights the current need and the business scenario. This is the
changing phase depicting how the business organizations are dealing with it. This research is
important as it undertakes the study on analyzing the impact of various digital marketing
tools on customers along with the performance of the company which is very important in
respect to the changing trends and customers expectations. This research study will help in
gaining knowledge in respect to the advantages of digital marketing for a company and its
growth.