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

6001 dissertation
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Research Title:.................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of the study............................................................................................................3
Background of organisation...................................................................................................3
Aims & Objective...................................................................................................................3
Rationale of research..............................................................................................................4
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY...................................................................................................12
RESULT AND DISCUSSION......................................................................................................13
Conclusions and Recommendations..............................................................................................26
REFERENCES..............................................................................................................................29
Books and Journals........................................................................................................................29
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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.”
CHAPTER 1: INTRODUCTION
Overview of the study
In today’s modern world technology is significantly driving each and every business
sector. Digitalization is playing most important role in every individual life. It has been evaluated
that digital technology is playing an essential role for business organisations through which they
can ensure more number of customer base along with maximum ability of profit generation.
With the help of different type of digital media strategies and technologies companies are serving
customers while assuring more competitiveness in respective industrial sector. There are
different type of web pages and social media measures through which organisation are
significantly serving customers around the world irrespective of the geographical location.
Organisations are significantly under taking advantage of digital technology in order to interact
with customers and identifying their needs and demands effectively in order to satisfy them in
effective manner.
Present report is conducted on Amazon which is performing their business operations in
retail industrial sector. This dissertation is conducted on the impact of digital marketing strategy
on the increase of customer base and performance in online retail sector in the provinces of
United Kingdom. For this, research aim, objectives has been developed through which literature
review is being conducted. In addition to this report also include data analysis and certain
recommendation to organisation through which they can effectively undertake advantage of
digital marketing in order to ensure growth as well as development opportunities on global scale.
It has been identified that the digital marketing is playing significant role through which
company can enhance their brand image and can generate more market lead. With the help of
undertaking advantage of different type of digital marketing strategy amazing can ensure good
on global platform.
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Background of organisation
Digital marketing is playing significant issues for number of organisation through which
they are significantly maximizing their potential to acquire profitability developing positive
brand reputation improving relationship with consumers and enhancing their Overseas by
offering 24 into 7 assistance to customers digital marketing help organisation to enhance their
overall sales ratio while generating market leads in order to accomplish this research Amazon is
being considered which is operating their business operations as a multinational retail company
and offering their services in different part of the countries company is one of the leading online
retail organisation does it is essential for organisation to effectively undertake use of effective
and innovative digital marketing strategy in order to enhance traffic and Ashok More
competitive growth investigation of formative discussion will include the impact of digital
marketing strategy on the increase of customer pays and performance of Amazon company can
significantly as your profitability as well as sales in respective industrial market.
Aims & Objective
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.
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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 with the use of digital marketing.
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 with the help of digital marketing?
Rationale of research
Digital marketing is one of the most important as well as effective marketing technique widely
used by a number of organisations around the world. Due to the emergence of digital
technologies and the use of internet around the globe digital marketing is playing significant
importance in nearly all the business sector (Herhausen and et. al., 2020). It has been identified
that with the advantage of different digital media strategies and technology company can not
only enhance their growth and development opportunity but can also serve larger base of
audience irrespective of the geographical location. Furthermore, it has been evaluated that digital
marketing also allow company to develop strong relationship with customers and serve them
24/7/. Digital marketing also facilitate company to effectively understand actual needs as well as
demands of customers. With the help of different type of digital marketing practices digital
marketer of Amazon can enhance their market lead and can provide their products and services
around the globe in a well define and effective manner by assuring more growth and profitability
as compared to other organisation in respective industry. With the help of digital marketing
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company can significantly enhance their sales and can be sure long-term sustainability in market
segment.
LITERATURE REVIEW
Concept of digital marketing
As per the view point of Phiri, 2020 digital marketing is defined as a marketing approach that
basically relies on the internet in order to connect with target base of customers with the help of
different digital media channels as well as platform. It is one of the best practices through which
organisation can enhance their marketing efforts and can assure success. Digital marketing
involves different type of digital channels such as social media marketing, content marketing,
SEO, email marketing, mobile marketing and other forms of marketing. It allows organisation to
influence purchasing behaviour of customers towards organisational product as well as services.
Time is changing the way of advertisements along with this, it has been evaluated that there is
aggressive competition prevailing in business environment. It is essential for companies to
effectively and maximizes their marketing strategies (Erdmann and Ponzoa, 2020). It has been
elevated that there is a significant impact of internet and electronic devices around the world in
modern time in which digital tools and techniques are providing significant benefit organisations
that help them to enhance their traffic as well as engagement on digital marketing sites.
According to the analysis it has been identified that digital media marketing significantly allow
company to enhance loyalty of customers. With the help of the various digital media channels
organisations can assure frequent communication with customer. Digital media marketing not
only facilitate company to sell their products and services through digital media channels but
also allow them to undertake regular feedback and develop strong communication with
customers through different digital media channels like social media and more. According to the
analysis it has been evaluated that digital marketing also allow companies to engage consumers
at every buying stage that not only enhance transparency but also allow them to influence
attention of customers in effective manner. Digital marketing is playing significant role
nowadays that allow company to target the right audience and generate a consistent lead. With
the help of different types of digital media strategies channels or Platform Company can
effectively optimise as well as obtain better conversion rate and can also measure all results in a
well defined and effective manner (Varadarajan, 2020). Digital marketing is playing significant
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role now a days for business organisation through which they can conduct their marketing
process in low investment with proper plan and can sure success as well as profitability. In
addition to this it has been identified that digital marketing also allow company to reach to
enormous group of customers irrespective of the geographical location in cost effective and time
effective manner. With the help of less investment company can reach to more consumers for
less money as compared to traditional marketing methods. In addition to this it also allows
companies to know their audience and develop strong relationship with them that further help
company to generate consumer loyalty towards their organisational offerings. Digital marketing
is playing most important role for a business organisation that allow them to establish strong
social media presence (Nam and Kannan, 2020). It has been identified that social media is
growing more powerful day by day round the world. Thus, with the help of digital media
marketing company can attract attention of all characteristics of customers and can assure long-
term success as well as sustainability in business organisation. Further it has been evaluated that
digital marketing also allow company to enhance brand recognition and engage with broader
audience in order to generate market lead. Digital marketing is playing important role for
companies through which they can enhance their return on investment and can assure more
success sales as well as profitability with the help of building and maintaining strong relationship
with consumers. Digital marketing not only help larger companies but also providing small
organisation to conduct their marketing process in an effective manner, as it allows the company
to engage with customers and undertake regular feedback from them (Wang, 2020). It allows
them to build customers loyalty in a well defined and effective manner. Thus, according to the
above mentioned analysis it has been identified the digital media marketing is defined as a
concept in which business organisation undertake use of internet services and digital marketing
platforms such as social media marketing SEO and more in order to increase consumer
engagement and in hands over profitability as well as productivity of business.
Strategies used in digital marketing for increasing the customer base and performance of the
company
According to the view point of Zhang, Wang and Luo, 2020 digital marketing involves
selling of organisational products and services and advertising about them through an online
medium. There are different types of the digital media platforms such as social media, mobile
application, search engines, emails and more through which companies can conduct digital
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marketing activity. Marketing is a broad term that involves each and every activity which is
associated to promoting company services and products to customers (Balakrishnan, Foroudi and
Dwivedi, 2020). Digital media include number of methods through which business can conduct
their marketing activities in an effective manner with the help of number of digital media
channels. With the help of using digital marketing strategies company can reach to maximum
number of customers irrespective of geographical location. In this internet allow marketers to
reach customers in more effective manner as compared to traditional sources. It has been
identified that in order to conduct digital marketing in an effective manner as to increase
customer base as well as performance of company, organisation can undertake advantage of
different digital media marketing methods such as Search Engine Optimisation, content
marketing, social media marketing, pay-per-click, affiliated marketing, email advertising
marketing, automation and more (Pandey, Nayal and Rathore, 2020). These methods will
provide effective advantage to organisations through which they can enhance attention of
customers towards their organisational offerings and can generate market leads. In addition to
this it has been identified that there are different form of digital marketing strategies through
which organisation can conduct their digital marketing activities and can effectively enhance
performance of organisation. In addition to this it has been identified that with the advantage of
strong digital marketing practices business organisation can enhance their performance at great
extent (Šehić and Peštek, 2020). With the use of different digital marketing channels like
website, content marketing, email marketing, mobile marketing, online PR, web analytics
company can effectively enhance their overall performance as well as productivity.
In terms of Search Engine Optimisation it is also defined as SEO, it is a form of digital
marketing platform in which markers optimise the content of website to appear in organic lists
with the use of a search engine (Özoğlu and Topal, 2020). In this method business organisation
optimise content as well as various aspects of marketing in order to make it easier for search
engines in order to show their website in top pages of the search. It is one of the most effective
form of digital marketing through which organisation can enhance their market lead in terms of
content marketing. It is also one of the most important aspect of digital marketing and is defined
as an approach in which marketers effectively deliver valuable content to audience in a
consistent manner (Gawankar, Gunasekaran and Kamble, 2020). With the help of this marketing
business organisation can identify audience base with the clear objective. In this marketing, high
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