Role of Digital Marketing in Enhancing Growth of Companies in the Retail Sector

BUSINESS RESEARCH &
ANALYTICS

Table of Contents
Chapter: INTRODUCTION..................................................................................................................3
Chapter: RESEARCH METHODOLOGY............................................................................................5
Research type....................................................................................................................................5
Research Approach............................................................................................................................5
Sampling............................................................................................................................................5
Data collection...................................................................................................................................5
Data analysis......................................................................................................................................6
Ethical consideration.........................................................................................................................6
Chapter: Research Analysis...................................................................................................................7
Theme: Digital marketing improve growth of company....................................................................7
Theme: Digital marketing provided competitive advantage to companies.........................................7
Theme: Social media is a key platform for digital marketing............................................................8
Theme: Digital marketing allow company attracting new customers................................................9
Theme: Digital marketing solution against the traditional marketing challenges.............................10
Regression and reliability................................................................................................................11
CONCLUSION...................................................................................................................................13
REFERENCES....................................................................................................................................14
Appendix.............................................................................................................................................15

Chapter: INTRODUCTION
Introduction chapter of research is about to introduce the whole study. This further
involves the reason and significance behind conducting the whole study. This study
demonstrates the role of digital marketing in enhancing growth of companies under the retail
market. Over the period of time business environment become so open and volatile which
allowed different marketing technologies and technique to emerge and allow companies to
maximises the overall growth ability of such entities (Mustak and et.al., 2021). This study
will cover different aspects of modern marketing practices that could boost up overall growth
of the retail sector companies. This study will consider all areas related to the digital
marketing improve the growth of businesses. This study has been conducted over the Marks
and Spacer Company which is among the most prominent retail sector undertaking based in
United Kingdom.
As per the views given by Giunta (2020), marketing is about to represent the products
and services in front of target customers in such manner that business entities get to take the
competitive advantage in the respective target market. There are multiple channels like social
media marketing, digital promotions, search engine optimisation are used to deliver the
growth under the marketing. All these platforms are easy to access and control by
professional in such manner that companies get to influence the whole campaign based on the
actual outcomes at any point of time in campaigning.
The views of Suginraj (2017), criticised the digital marketing by stating the fact that
these mediums and channels consumed to promote and market the product and services put
various negative impacts. Information leakage and hacking like issues could become more
aggressive from the time companies started utilising these marketing platforms.
Aim:
 To assess the impact of digital marketing over growth of company in retail sector. A
study on Marks and Spencer Company.
Objectives:
 To analysis the concept of digital marketing.
 To evaluate various methods related to the digital marketing in retail sector.
 To analysis the impacts created by digital marketing over the growth of company in
retail sector.

 To provide necessary recommendations for dealing against teh challenges of digital
marketing.
Research questions:
 What does it mean by digital marketing?
 What are the different methods associated with the digital marketing in retail sector?
 What is the impacts digital marketing and promotion could create over growth of
company under retail sector?
 What can be the possible recommendation for dealing against the challenges of digital
marketing?
Chapter: RESEARCH METHODOLOGY
This chapter depict about the methods used and consumed to deliver the whole study.
There is different section associated with this section of research study.