Impact of Digital Marketing on Consumer Buying Behavior

This study examines the impact of digital marketing on consumer buying behavior, using a case study of Woolworth's limited in Australia. It explores the concept of digital marketing, its effect on consumer behavior, and recommends strategies to influence consumer buying behavior towards Woolworth's limited. The research questions focus on the meaning and concept of digital marketing, its impact on consumer buying behavior, and the strategies that can influence consumer behavior. The team charter outlines the goals, timeline, and responsibilities of the research team. The document type is a business research report, and the assignment type is a case study.

Running head: BUSINESS RESEARCH
"A study of evaluating the impact of digital marketing on consumer buying behavior: A case
study of Woolworth's limited, Australia"

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Table of Contents
Topic identification and discussion.............................................................................................................3
Initial literature search.................................................................................................................................3
Statement of Research Problem...................................................................................................................5
Research Questions.....................................................................................................................................6
Team Charter...............................................................................................................................................7
References.................................................................................................................................................12

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Topic identification and discussion
In the existing times, digital marketing can be used to deal with the issues and helps to indirectly
interact to customers. Hence, it is evaluated that the digital channel can be significant
advertisement mode in order to connect to the consumers. It is a trend of one to one advertising.
Digital channel emphasizes on paying more attention with respect to consumers. Current
development is taken place in the retail sector when considering digital modes. Australian retail
market is one of the leading markets because of bulk of customers who comes in middle-income
group. It can be identified as that a company can reach at high amount of consumers in upcoming
times. Therefore, an investigation was performed for accessing digital channel advertisement as
well as, its effects on the business. The extensive and development activities of internet
technologies has transformed manner of interaction within community as it can effect on both
professional and personal life (Stephen, 2016).
Initial literature search
Define Key Terms and Features of Digital Marketing
According to De Pelsmacker Van Tilburg and Holthof (2018), digital marketing is a term that is
practiced with the purpose of marketing goods and services. This technology can be originated
through the internet that involvesmobile devices, smartphones, promotion, and digital display
signage is another method of digital media. It is effective for persuading consumer behavior and
to reach a high amount of consumers. In opposed to this, Arli Tjiptono and Porto (2015) stated
that digital marketing has an impact on consumer behavior is key marketing issue that can
disclose as well as recognize the new method in terms of restructuring the buying behavior of
consumers. It is effective for promoting the products to prospect customers. It facilitates a
significant manner for the corporation to endorse their brand as well as selling the product via the

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internet and digital technology. Consequently, it can be effective for attaining the objectives of
digital marketing.
In the view of Valos et al. (2016), there are different theories that assess the effects of digital
marketing in influencing the consumer buying behaviour. Along with this, social cognitive
theory illustrated that customer behaviour can be mutual as well as dynamic communication with
an appearance as well as individual attribution. It is also addressed that social environmental
factor assesses the purpose of the customer with respect to purchasing the products and services.
In contrast to this, Arli Tjiptono and Porto (2015) stated that economic model illustrated that
consumer purchasing behavior focuses on ideas that purchasing structure emphasizes the ways
for generating economic value, benefits as well as cost-effectiveness for goods.
To analyze the impact of Digital Marketing on consumer buying behaviour
According to Kizgin et al. (2018), online business makes competent to the corporation for
generating the advantageous for every opportunity in terms of interacting with customers. The
social networking techniques allow bulk of customers to targeted communication to ensure that
company’s information can be provided to targeted customers. Moreover, practices of social
media allow the interaction in terms of extending in both manners such as by creating
interactivity between customers as well as business that plays an essential role in persuading the
behavior of consumers.
In opposed to this, Ashman et al. (2015), digital media is KPIs (key performance indicator) for
this transformation. It can be used as a new communication tool. Along with this, this tool
emerges through creating technology as it is known as digital marketing. There are several
digital methods for understanding consumers like Facebook, Twitter, and Instagram. It is a

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virtual and online mode for interacting with consumers such as search engines, microblogs, and
websites.
To recommend the Digital Marketing strategies that can influence the consumer buying
behavior towards Woolworths limited
Chaffey and Ellis-Chadwick (2019) illustrated that a company can provide actual data regarding
the brand to potential customers because of distributing clear data regarding the goods and
services to the company. It is evaluated that corporation can enhance their awareness of brand
between customers through attracting message to consumers. The message is attractive as
compared with competitors as it would be beneficial to create a distinct picture in customers
mind and generates maximum profits.
On the other side, Kelly et al. (2015) evaluated that a company can focus on that message can
take minimum time as well as covers the bulk of individual. It may directly impact customer
buying behavior. It is evaluated that company should find the email by first name to appeal the
features that could be emotionally linked with customer to brand. As a result, company can be
capable in persuading purchasing behaviour related to customers.
Statement of Research Problem
The research topic is to evaluate the impact of digital marketing on consumer buying behaviour
in case of Woolworth’s supermarket. Under the existing business condition, it is essential related
to corporation for improving the knowledge regarding consumer purchasing behaviour due to
obtaining competitive advantages. Digital marketing is essential for a company as it can directly
effect on consumer behaviour. Therefore, it is evaluated that corporation should critically assess
use of digital marketing as well as, increasing profitability of company at a predetermined time.

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It is significant to gain the demand of products and services and creates unique picture in
customer’s mind (Ashman, et. al., 2015).
The digital marketing is beneficial to develop a robust association with a customer that can
impact on the financial position of the company. In current times, bulks of companies are using
digital marketing in their business operation to attain the particular task in minimum time as well
as costs. Moreover, a different investigator has attained their investigation on digital marketing
and consumer purchasing behaviour, however, there is an inadequate investigation with respect
to impact of digital marketing on consumer purchasing behaviour in case of Woolworths limited
(Arli, et. al., 2015).
Research Questions
 What is the meaning and concept of digital marketing?
 How digital marketing can affect consumer buying behavior?
 What are the digital marketing strategies that can influence the consumer buying behavior
towards Woolworth supermarket?

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Team Charter
Explain the team’s agreed goals and timeline for completion (Due dates, meetings,
milestones, and deliverables from individuals)
the team’s
agreed on
goals
Due dates meetings milestones deliverables
from
individuals
Market research 2 weeks Alternate dates Selection of
market
Allocation of
the different
market to each
individual
Choose a
feasible sample
size
1 week Twice in a week Choice of the
sample in research
Distributing
individual to
choose a
sample
Conducting
survey
3 weeks Weekly Using a close-
ended
questionnaire
structure
Allocating the
individual to
prepare
questionnaire as
per their skills
Data analysis 4 weeks Daily Using Ms-excel to
assess the gathered
data
Data would be
analyzed by
individuals who
is competent to

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assess the data
Who is responsible for each activity?
Research Activities Responsible person
Selection of research matter Marketing team
Development of research aims Marketing manager
Data collection method Research and
development team
Questionnaire development Market research team
A sample size of the research The team involved in
research
Data evaluation Data analyst team
Report writing Marketing team
Submission of the final report Marketing team
What particular team-roles will each member contribute to the team?
Each member would be contributed to achieving the common goals and for this, they will
coordinate to each member. The team will also support the members who are unable to achieve
their tasks. In case employees are on leave, then other team members would be available for
dealing with the issue of the project done by employees on leave. This will lead to attaining the
objective of the team.
What are your team’s expectations regarding meeting attendance (being on time, leaving
early, missing meetings, etc.)?

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My team’s expectation regarding meeting attendance is available on time and sending scripts to
an individual who leaves early and missing the meeting due to an emergency. Furthermore, my
expectation is that each team member shares updated information and strategies to attain
objectives. Along with this, team members share their issues that they are facing during and after
completion of the task.
What process will team members follow if they have an emergency and cannot attend a
team meeting or complete their individual work promised to the team (deliverable)?
Team member would follow different strategy if they have an emergency and cannot attend the
team meeting or complete their individual work that is promised to the team. These strategies are
informed through message, and emails and discuss their task with other members who are
willing to perform it. They can also contact the team leader to postpone the meeting on the next
day. It would be beneficial for attaining the agreed objectives of team members.
What are your team’s expectations regarding the quality of the team members’
preparation for team meetings?
My team expectation regarding the quality of team member’ preparation for team meeting is that
matching the skills of team members from set certain parameter. As a result, a quality team
member is selected for team meetings. I would set the qualification for team members to
participate in team meetings and whose qualification will match with meetings can contribute to
this meeting. I would also set the skills for team members regarding team members’ preparation
for a team meeting and those meet that criteria can participate in it. I would also set the meetings
as per the specialization, for example, conducting a separate meeting for marketing, research,
human resources, and management.

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What are your team’s expectations regarding team members’ ideas, interactions with the
team, cooperation, attitudes, and team-member contributions in general?
My team’s expectation regarding team member is that they share their ideas in a team, and
makes communication with the team. Along with this, my expectation is that the team member
willshow positive attitudes in a team. They cooperate with each other in a team and also
contributed to attaining the common objectives. They should also show their willingness towards
the work that they can perform or not. It would aid to attain the objectives of the team. My
expectation from a team member is that each member should participate in team and sharing
their experience related to tasks such as challenges that they are facing and strategies that lead
them to attain their common goals.
How will your team ensure that members contribute as expected to the team and that the
team performs as expected?
I would ensure that members contribute as expected to the team and that the team will perform as
expected by using different strategies. I would set the daily target and ensures that each team
member will meet it by giving feedback on daily work report. I would also conduct weekly
meetings for evaluating whether they are lacking in their target and what issues they are facing
for attaining their target. I would also assess the motivation level of a team member for
delivering their target. I would also lead effectively to employees for making sure that the team
performs as expected. For ensuring team member will contribute to a team as expected, I would
assess their productivity on a regular basis.
How will your team reward members who do well and how will you collectively manage
members whose performance is below expectations?

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I would provide the reward to a team member who does well and it is measured by me through
setting key performance indicators. I would compare the obtained results of the team member
with a set key performance indicator. If they are achieving it, I would give rewards to them.
Apart from this, I would collectively manage members whose performance is below expectations
by understanding their issues and offering the proper solution. I would also conduct one-on-one
meeting session for members whose performance is below expectation and leads them for
achieving it in next time. This would lead to attaining the objectives of the team.
Add any other team agreements and commitments here
The commitment of this project is that every team member will commit to helping others to
attain a common goal. Along with this, every team member will agree to complete certain goals.

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References
Arli, D., Tjiptono, F., and Porto, R., 2015. The impact of moral equity, relativism, and attitude on
individuals’ digital piracy behavior in a developing country. Marketing Intelligence &
Planning, 33(3), pp.348-365.
Ashman, R., Solomon, M.R. and Wolny, J., 2015. An old model for a new age: Consumer
decision making in participatory digital culture. Journal of Customer Behaviour, 14(2), pp.127-
146.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. UK: Pearson.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews, and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old tricks:
food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-45.
Kizgin, H., Jamal, A., Dey, B.L. and Rana, N.P., 2018. The impact of social media on
consumers’ acculturation and purchase intentions. Information Systems Frontiers, pp.1-12.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring
the integration of social media within integrated marketing communication frameworks:
Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), pp.19-40.