Role of Digital Marketing in Enhancing Performance of a Company

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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