Role of Digital Marketing in Enhancing Performance of a Company

This research project focuses on the role of digital marketing in enhancing the performance of Aston Martin. It explores the concept of digital marketing, its impact on performance, and recommends effective ways for improved promotion and advertising. The aim is to evaluate the role of digital marketing in enhancing performance and provide recommendations for Aston Martin.

Business Research
Methods

Table of Contents
Topic: Role of digital marketing in enhancing performance of a company. A research project on
Aston Martin....................................................................................................................................1
Section 1: Comparing two research methodologies.........................................................................1
1.1. Research problem............................................................................................................1
1.2 Selected key readings.......................................................................................................2
1.3. Two appropriate research methods..................................................................................3
Section 2: Instrument and conclusion..............................................................................................7
2.1 Instruments.......................................................................................................................7
2.2 Conclusions......................................................................................................................8
2.3 Bibliography.....................................................................................................................9
Section 3: Research Dissemination................................................................................................10
3.1 Relevance and Audience................................................................................................10
3.2 Communication of research............................................................................................10

Topic: Role of digital marketing in enhancing performance of a company. A
research project on Aston Martin
Section 1: Comparing two research methodologies
1.1. Research problem
Enhancing performance is the ultimate goal and aim of very organisation which reflects the
success and growth of an organisation. The current business research project is based on the
Aston Martin company which is a well-known British organisation that is associated with
manufacturing and marketing of the luxury sports cars and graded tourers. Aston martin was
founded un the year 1913 and till now they had established as a famous luxury brand that is
comprises a luxury status in the market but due to enhanced level of competition from many
other companies like Tesla, Rolls Rouse, Mercedes-Benz, Audi, Porsche, Lexus, Volvo,
Lamborghini, Ferrari, BMW, Land Rover and many other, a decline in performance and
productivity is faced by Aton Martin (Easterby-Smith and et. al., 2021). Thus, the current
investigation and Business research project is based on the problem and issue of reduction in
performance of Aston martin due to enhanced competition level and many other factors which
comprises of lack of effective marketing and promotional strategy. Therefore, current
investigation has been lead out on the topic of Role of digital marketing in enhancing
performance of a company, the main aim and objective of which are stated as below:
Aim
To evaluate about the concept of digital marketing along with analysing its role in
enhancing performance of a firm. A research project on Aston Martin.
Objectives
 To evaluate about the phenomena of digital marketing
 To analysis the role played by digital marketing in enhancing the performance of a
company.
 To recommend some more effective ways for Aston martin to have improved promotion
and advertising to have better performance.
Research questions
 What is meant by the concept of digital marketing?
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 How a vital role is played by the digital marketing in enhancing the performance of a
company?
 Which can be the some more effective ways for Aston martin to have improved
promotion and advertising to have better performance?
1.2 Selected key readings
A discussion about the research articles that are reviewed and analysed for current business
research project on the topic of concept of digital marketing along with analysing its role in
enhancing performance of a firm are provided as below:
To evaluate about the phenomena of digital marketing
As per the view point of Perker, B.C., 2020, the phenomena of digital marketing is
mainly related with having promotion and advertising of the products and services of a firm with
the help of some digital channels which comprises of use of search engines, social media,
websites, email along with any other form of mobile app or digital network. Thus, the concept of
digital marketing is basically the one that comprises of use of internet and other online services
to reach the customers. an analysis can also be made out that digital marketing is a broad concept
that comprises of many ways to attract and cater customers by the way of reaching them out
through email, content marketing, search platforms, social media, and more (Eden, Nielsen and
Verbeke, 2020). It has been seen and find out that in today’s world almost every person is
making use of internet and other online services thus, digital marketing has become much more
vital and significant for a form to reach out a larger number of customers which makes it a vital
and more crucial way of marketing and promotion for a firm.
To analysis the role played by digital marketing in enhancing the performance of a company.
With respect to the information provided by the Kumar, P. and Singh, G., 2020, it has
been analysed that making use of digital marketing helps an organisation to reach an enormous
audience in a more easy and efficient way that is both cost-effective as well as provides more
measurable and result oriented form of marketing. Apart from this, it has been also analysed that
digital marketing also leads to many other benefits in form of online marketing which includes a
better way to interact with prospects and potential target market through setting a more
personalised and effective communication with them which helps in learning exactly what they
are looking for. Thus, an analysis can be made out that a vital and crucial role is played by the
digital marketing in enhancing the performance of a firm through enhancing the ability of a
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company to reach a global marketplace in a more cost efficient manner (Pandey, Nayal and
Rathore 2020). Therefore, digital marketing is having a crucial role in enhancing the
performance of a company by the way of leading improved communication and interaction with
potential customers in a more effective and attractive manner to cater their interest and
awareness about the products and services of the company at a wider global level,
To recommend some more effective ways for Aston martin to have improved promotion and
advertising to have better performance.
According to the information provided by the Dunakhe, K. and Panse, C., 2021, it has
been reviewed that online and digital form of marketing is an effective way that can be adopted
by Aston martin to have improved promotion and advertising to have better performance. Social
media marketing is highly suggested and recommend for Aston martin which is a vital aspect of
digital marketing which comprises of the use of social media and social networks to market a
company's products and services. The use of Social media marketing provides companies with a
more suitable ad cost effective way to engage with existing customers and reach out the new
ones through allowing them to promote their product and services in a more attractive and
exclusive manner. Apart from this, use of content marketing is also suggested for Aston martin
as it provided an effective way to promote and advertise about the key features of product and
services to make customers more aware about the product which enhance the sales as well as the
performance level of a firm (Kumar and Singh, 2020).
1.3. Two appropriate research methods
Research methodology basically comprise of the approaches and methods that are used by
a researcher during an investigation to collect and present the information in a systematic
manner. Implication of suitable research method is important and vital to ensure better
collection, analysis and interpretation of data to reach an out a specific and valid decision and
conclusion. A detailed description and analysis of the two research methods along with critique
about the well-used research methodologies in the above used articles has been provided as
below:
Research Philosophies – This section of research methodologies basically comprises of the
information about the procedure used for knowledge development and specify about the ways
that are applied for gathering and analysis of research data and information (Kumar and et. al.,
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2020). The two main types and forms of research philosophies are provided and disused as
below:
 Positivism philosophy- It is the one that is a based on and comprise of objective nature of
investigation through allowing collection of numeric facts and data. The positivistic form
of research methodology claims that social world can be understood in an objective way
and thus provides the scientific and more practical way of investigation as an objective
analyst and works independently.
 Interpretivisim philosophy- It is related with data collection with the help of a small
sampling size and tend to base on qualitative nature of study. Thus, Interpretive for
research philosophy is the one which encompass social theories and perspectives that
embrace a view of reality as socially constructed that are more detailed and theoretical in
nature (Heng and Afifah, 2020).
Form these two types of research philosophy use of positivistic is seemed more appropriate
as it supports a systematic and practical way of investigation based in objective nature that is less
time consuming and supports specifics results.
Research approach- It forms a significant part of research methodology that provides a plan
about the collection, analysis and interpretation of data that is divided into two main parts which
are discussed as below: Deductive approach- This form of research approach is in line with positivism
philosophy and supports effective testing and scanning of numeric facts. Inductive approach- Use of inductive approach is made with interpretivisim philosophy
that mainly associated with development and coming up with new theories through
leading a detailed study (Yusendra, Paramitasari and Rahmawati, 2020).
Thus, a discussion can be made that use of deductive approach is more appropriate and
justifiable as it supports better testing and scanning of numeric facts along with allowing needs
of the study and accomplish its aim successfully through valid outcomes.
Research method- The two appropriate research method that are being used by the
researcher in the above reviewed articles comprise of qualitative and quantitative research
methodologies a discussion about which is provide as below:
 Qualitative method- This form of research method is associated with collection of in-
depth and theoretical form of information with the help of interview that is a time
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consuming and complex process which require higher level of knowledge and
experience.
 Quantitative method- This method is the one that is based in collection of numeric facts
and data along with effectively making use of statistical tools and graphs for better
presentation and analysis of collected facts (Perker, 2020).
Thus, use and implication of qualitative method is more appropriate as it supports more
measurable and specific results based on statistical test and improved presentation of numeric
facts to draw a valid result and conclusion.
Research design: While conducting this research is considered that researcher
effectively prepares a plans to answer the specific questions so that valid conclusions are to be
drawn effectively and efficiently. It is a strategy that is used to execute the plan for completing
the overall study effectively and efficiently. An effective research ensures that data will be
obtained in addressing the research problem in appropriate manner. There are several types of
research design such as descriptive, exploratory, experimental research design. To conduct this
research descriptive research is to be undertaken as it helps investigator to examine facts and
figures for placing right judgement (Feng and et. al., 2020). The main pros of this method are
that it helps researcher to effectively placing a valid conclusion that represents particular study in
reliable manner and also effective to examine the nature of population that is being studied. It
also represent cons that descriptive research cannot test or verify the particular researcher in
statistical manner and it is not repeatable in nature.
Data collection: This represents the process of gather data for completing specific
research topic. There are several sources of collecting data that helps in attaining reliable results
at the end of particular research. There are two types of data collection method that is primary
research method and secondary research method and both are effective in providing the authentic
and reliable information for specific research topic. By taking the help of these methods valid
conclusion are to be drawn at the end of particular research. In this primary method of data
collection is highly effective in collecting the first handed information directly from respondents
by preparing a survey questionnaire (Tóth, Nieroda and Koles, 2020). On the other side
secondary method of data collection is to
On the other side, secondary method of data collection is also considering as an effective way to
be used to gather information from various already published sources like books, journals;
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scholarly articles etc. both are contributing in depth analysis to meet the research problem
specifically. The pros of using primary method is that it helps researcher to obtain the original
data that are highly specific to fulfil a current research objectives whereas the main cons of using
primary research is that it is time consuming in nature along with involve high cost. In terms of
secondary data the main pros of this method is that it is less cost in nature but it also creates
difficulty to researcher to obtain specific information for fulfilling research questions needs.
Data analysis: While conducting research data analysis is very essential process to
transforming, analysing and modelling proper data that helps in discovering useful information
prominently. With the help of data analysis researcher take valid decisions to improve the
chances of presenting viable and reliable results to fulfil specific research project. In order to
collected information effectively thematic analysis would be used that would evaluate the whole
researcher properly and effectively (Dunakhe and Panse, 2021). In this investigator also adopts
the use of statistical approach to analyse the gathered and collected data so that valid and
authentic conclusion is to be drawn at the end of particular research. The main pros of this
section are that it mitigates the risk and fraud by improving personalisation and services. On the
other hand data analysis within researcher contains more cost and time along with its breaches
the respondent’s privacy as information.
Research sampling: It is a procedure that is used to select sample size from the huge
population. It includes two methods such as probability and non-probability method. To select
the respondents for collecting information within this particular research probability method
would be used because it remove the biasedness and helps in smooth conducting the research.
But at the same time sometime collecting information from these types of respondents are not
effective because some of them are not understand the research questions effectively (Sokiyna
and Aqel, 2020). To complete this research 20 respondents are to be taken that are employees,
customers and managers of the organisation so that valid conclusion would be drawn at the end
of particular research.
Research Limitation: While conducting the particular research there are several types of
issues and problems are to be faced by investigator that impact negatively on the conclusion of
the research. While preparing the survey questionnaire, researcher face limitation of lack of time,
lack of personalisation, unethical behaviour of customers and several other limitations that
impact in drawing conclusion in ineffective manner (Easterby-Smith and et. al., 2021).
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Therefore, it is very prominent for researcher to manage all the limitations by focusing on ethical
code of conducts so that entire researcher would be done in positive manner. to manage the time
effectively investigator focus on preparing Gantt chart so that all activities are done on priority
basis that helps in presenting the reliable and valid conclusion.
Section 2: Instrument and conclusion
2.1 Instruments
Research instruments are the effective instrument tool that is designed to obtain the data on
the particular research topic of interest so that valid conclusion is to be drawn. I am glad that I
have involved within the particular research topic of digital marketing of Aston Martin. To
effectively present the instrument I would collect the information by the use of survey
questionnaire in which a set of questions are to be prepared for collecting, aggregating and
analysing the responses from the questions (Eden, Nielsen and Verbeke, 2020). To complete the
research in effective manner I have to focus on effectively designed the instrument using four
instrument development that are concept identification, item construction, validity and testing
and reliability testing. Through this research I developed my overall research knowledge and
benefits of having a digitalisation so that work would be done in effective and efficient manner
that provides the positive results in achieving the goals of business enterprise. While conducting
the survey questionnaire, I focused on identify the concept effectively and efficiently so that
effective questions would be prepared that helps respondents to answer the questions
prominently that helps me in drawing the conclusion at the end of business research. After
examine the concept properly I had been focused on constructing the item that are involved in
survey questionnaire to prepare a valid instrument within the particular research. Within this I
used my research skills and knowledge that are interpretation skills, data collection abilities,
time management skill so that whole research is to be completed in desired manner and also
helps in satisfied and comfortable the respondents that are involved within the particular
research. While designing the survey questionnaire, it is very essential to focus on respondents
privacy and comfort zone at this time I had highly focused on preparing questions by taking the
helps of internet and company websites so that particular research problem would be solve
prominently due to which this particular research is conducted (Pandey, Nayal and Rathore
2020). In this I asked the questions from employees, customers and managers of Aston Martin so
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that high quality results are attained that draws the appropriate results effectively. While
conducting the research I faced several issues such in time managing and resources and also face
difficulties in manage the team effectively and efficiently. Therefore with the help of my seniors,
faculties and effective communication skill I would able to appropriately deal with the problems
that I was faced while conducting the survey questionnaire for designing the instrument within
the particular research. Although, the overall research helps me in creating several opportunities
within the business world and also supports in gaining further future research projects of several
other companies (Kumar and Singh, 2020). As designing this researcher instrument helps me
financially also and also helps in providing the job opportunities within the some desired college
for further studies or presenting the job opportunities that secured my future prominently and
proficiently.
2.2 Conclusions
From the above report it is to be concluded that digital marketing is a significant concept
for developing the overall performance of the business enterprise so that it would be survived for
a longer period of time. In this research, researcher inculcates the research aim and objectives
that helps in completing the research properly and effectively. This research provides the
information regarding the concept of digital marketing within Aston martin that helps in
enhancing the overall performance of the business enterprise. It is also concluded that for
completing this research questionnaire method is highly suitable because it helps in providing the
valid information about the topic. Further it inculcates the role that is played by digital marketing
within an organisation in enhancing the productivity of business enterprise. It is very essential
for company to focus on digitalisation for getting the large base of customers and for sustaining
longer period of time within the marketplace. In this several role are to be played by digital
marketing such as developing the brand image in marketplace, developing competition and
customers base for their long term survival in the business market etc. Further it also inculcates
the several ways for an organisation that helps in improving the promotion and advertising so
that company performance would be shown effectively in marketplace. For improving the
business performance company need to focus on improving their market campaigns by using
digital marketing along with leveraging trigger marketing. In this they also adopts the use of
marketing campaigns management tools within the digital marketing so that high profitability
results are enjoyed in the long term survival of business in the digital market place. Thus
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collecting this information for fulfilling the research problems researcher used the resurvey
questionnaire method as it is highly effective in nature. In collecting the information on research
problem primary and secondary research method is highly useful. With the help of this, business
enterprise can easily develops their performance and profits along with effectively establishing
the competitive image within the marketplace and even in customers mind.
2.3 Bibliography
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric
review. International Journal of Innovation Science.
Easterby-Smith and et. al., 2021. Management and business research. Sage.
Eden, L., Nielsen, B.B. and Verbeke, A., 2020. Research methods in international business.
Palgrave Macmillan.
Feng, C and et. al., 2020. The role of interactive practice in business performance. Industrial
Management & Data Systems.
Heng, L. and Afifah, N., 2020. Entrepreneurial Orientation for Enhancement of Marketing
Performance. International Review of Management and Marketing. 10(3). p.46.
Kumar, B. and et. al., 2020. Digital mediation in business-to-business marketing: A bibliometric
analysis. Industrial Marketing Management. 85. pp.126-140.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Perker, B.C., 2020. Designing Digital Marketing Strategies for International Business: A
Comparative Analysis. In Handbook of Research on Strategic Fit and Design in Business
Ecosystems (pp. 166-192). IGI Global.
Sokiyna, M. and Aqel, M., 2020. The role of e-business applications software in driving
operational excellence: Impact of departments collaboration using sustainable
software. Sustainable Computing: Informatics and Systems. 28. p.100445.
Tóth, Z., Nieroda, M.E. and Koles, B., 2020. Becoming a more attractive supplier by managing
references–The case of small and medium-sized enterprises in a digitally enhanced
business environment. Industrial Marketing Management. 84. pp.312-327.
Yusendra, M., Paramitasari, N. and Rahmawati, L., 2020. Building and Enhancing Startup
Business Performance Using Entrepreneurial Marketing and Collaborative Business
Incubation. International Journal of Psychosocial Rehabilitation. 24(1).
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Section 3: Research Dissemination
3.1 Relevance and Audience
For conducting this particular research it is to be framed that the right audience for
conducting this particular research are manages, customers and employees of Aston Martin.
They are the right choice of researcher for collecting the information on particular topic because
the whole research is based on the digital marketing within Aston martin. For implementing the
potential findings customers, managers and employees are important because without taking the
information from customers company cannot understand the use of digital marketing due to
which they cannot develops tier overall performance proficiently and productively.in this
employees and managers are also essential respondents because are having the wide range of
company information so that implementing and developing the use of digital marketing provides
the successful results within the Aston Martin that is the major motto of conducting this research.
It is very essential to choose the respondents correctly because they are effective part for solving
the research problem and fulfils the overall research objectives efficiently and effectively.
3.2 Communication of research
Communication is an essential part within the research dissemination as it represents the two
way communication of information so that effective and efficient results would be maintained.
To reliably communicate the research objectives and outcomes, researcher chooses the online
mode of communication such as message, e-mail, and social media so that information regarding
the results and findings would be effectively transferred to the person whom the researcher wants
to communicate. Mainly researcher communicates the research outcomes to the stakeholders of
the business enterprise so that smooth operations should be done within the business enterprise.
With the use of social media and e-mails researcher ensures the better and smooth flow of
communication so that set objectives of specific research are to be attained effectively and
efficiently. The stakeholders of business enterprises are managers, customers, employees,
investors, business partners of Aston Martin along with intended participants who comprise the
scholars and researchers who show their high interest within the particular research topic.
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