Role of digital marketing in improving brand image and performance of an organization
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This dissertation proposal focuses on the role of digital marketing in improving the brand image and performance of an organization, with Amazon as the selected company. It covers the concept and importance of digital marketing, strategies used by Amazon, challenges faced, and research methodology.
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DISSERTATION PROPOSAL (Role of digital marketing in improving brand image and performance of an organization)
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EXECUTIVE SUMMARY The present study has covered information about the need of digital marketing for improving the brand image in the market. This report has focused over using primary and secondary methods for the collection of data and meeting each pre-determined objective in a proper manner. It is also included in the study that questionnaire will be developed with certain number of close-ended question to collect raw data.
Table of Contents EXECUTIVE SUMMARY.............................................................................................................2 INTRODUCTION...........................................................................................................................4 Overview of the topic..................................................................................................................4 Rationale of the research.............................................................................................................4 Research Aim..............................................................................................................................4 Research Objectives....................................................................................................................4 Research Questions.....................................................................................................................5 LITERATURE REVIEW................................................................................................................6 What is the concept and importance of digital marketing in context to organization?...............6 What are the digital marketing strategies used by Amazon to improve brand image and performance within the market?..................................................................................................6 What are the challenges faced by Amazon while implementing digital marketing strategies to improve brand image and performance at marketplace?............................................................7 RESEARCH METHODOLOGY.....................................................................................................8 CONCLUSION..............................................................................................................................10 REFERENCES..............................................................................................................................11
INTRODUCTION Overview of the topic Digital marketing refers to the term which is also known as online marketing (Vieira and et. al., 2019). In simpler words, it is simply a promotion of companies for connecting with existing as well as potential customers by taking help of internet and different other types of digital communication (Alghizzawi, 2019). This involves social media, web-based advertising, multimedia messages and e-mail as a maekting channel. In today's digital, companie are fully dependent over digital marketing for promoting and advertising products so that they can gain attention of the customers and sales and profit level could be increased (Nuseir and Aljumah, 2020). Thus, the current study focuses at carrying out in-depth information about the role of digital marketing in the process of improving image and performance of the brand within an organsiation (MAKRYDAKIS, 2021). The selected company for the report is Amazon. This is the organisation which has shown dependence over digital marketing strategies because it is easiest method to reach out large number of customers (Denga, Vajjhala and Rakshit, 2022). Rationale of the research The main motive of conducting the present study is to highlight the serious requirement of opting digital marketing within an organisation (Rathnayaka, 2018). Role of digital marketing in improving brand performance and image is selected because customers get more attracted towards brand when they continuously see them on their social media accounts. There are two objectives of researcher which are aimed to fuldfill by this investigation that are: personal and professional objective. In respect of personal objective, researcher will gain information about the method of collecting and examining data. In respect of professional perspective, researcher will learn about digital marketing strategies which they can use in their professional career. Research Aim “To analyze the role of digital marketing in improving brand image and performance of an organization”.A study on Amazon Research Objectives To identify the concept and importance of digital marketing in context to organization To examine the digital marketing strategies used by Amazon to improve brand image and performance within the market
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To determine the challenges faced by Amazon while implementing digital marketing strategies to improve brand image and performance at marketplace Research Questions Explain the concept and importance of digital marketing in context to organization? What are the digital marketing strategies used by Amazon to improve brand image and performance within the market? WhatarethechallengesfacedbyAmazonwhileimplementingdigitalmarketing strategies to improve brand image and performance at marketplace?
LITERATURE REVIEW What is the concept and importance of digital marketing in context to organization? As per the opinion ofHanlon (2021),digital marketing is a tool that reaches to maximum number of audience and promotes the brand by using internet and various other digital communicationforms.Digitalmarketingincludeswebbasedadvertising,emails,text, multimedia message and social media. It is one of the cost effective way through which an organisationcantargettheirprospectsandalsoreachtomaximumnumberofpotential customers. Digital marketing helps in increasing the engagement level of customer by sharing photos, videos, blog or engaging them via paid paid ad click(Kasemsap, 2019). There are different types of digital marketing tools which helps company to increase their profitability and growth such as SEO, Search engine marketing, video marketing, email marketing, local search, influencer marketing, social paid ads, video marketing and many others. The importance of digital marketing is increasing day by day as helps in connecting business with its potential consumers through online medium. Through using digital marketing, company can connect with their audience 24*7 and also create strong customer base.It is important to have a strong presence on social media channels and effective website in order to attract more and more customer towards the brand and generate trust among them. What are the digital marketing strategies used by Amazon to improve brand image and performance within the market? As per the perspective ofSpiller and Tuten (2019),there are different digital marketing strategies which are used by company in order to improve the brand image and performance of company within the market. The few digital marketing strategies which are used by Amazon in order to enhance their brand image and performance are social media platforms, search engine optimisation, content marketing, email marketing and pay per click. Amazon has great presence on different social media platforms due to which it helps in enhancing the brand image and performance of company within market. The brand also focuses on posting content on different platforms in order to attract more and more buyers. Through coronet marketing, they create awareness among the audience related to the product and services. Search engine optimisation is another digital strategy which is used by the Amazon. Email marketing is another way through which organisation can improve its brand image and performance. It enables Amazon to stay
connected with the consumers by sending them offers and customised newsletter based on the past shopping history. What are the challenges faced by Amazon while implementing digital marketing strategies to improve brand image and performance at marketplace? According to there areKumar and et. al., (2020),several challenges which are faced by the company while implementing digital marketing strategies for improving the brand image and performance at marketplace. It is necessary for the company to overcome these challenges as it influences the performance and productivity of business. The few issues which are faced by the marketer of Amazon are generating quality leads, knowing target audience, developing content marketing strategy, promoting brand awareness, creating engaging content and complying with privacy and data sharing regulations. It becomes important for the marketer to generate quality leads so that they can improve the brand image and performance of company. They must focus on finding new customer in effective and efficient manner in order to enhance the profitability and sale of business(Das, 2021. Amazon must focus on knowing their target customer so that they can identify their needs and expectation. By targeting right audience, the sale and growth of Amazon increases and also they can gain competitive advantage. In order to overcome the challenges of digital marketing, it is necessary to develop content marketing strategy so that they can engage maximum number of potential customers with their content.
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RESEARCH METHODOLOGY It is the chapter which gives methods for the accumulation and evaluation of accurate and relevant information in a systematic manner (Beck and et. al., 2019). It holds great significance because accumualtion and examination of data can only be done with the research methods. Research Approach:Quantitative research method will be considered by the investigator because it helps in the accumulation of data which is available in numerical and statistical form. This method will mainly focus over information which can be easily compared as well as measured. The main benefit of quantitative research approach is that it records numerical data and it is believed that numerical information is easier to interpret and understand (Zeng and et. al.,2021).Collectionofstatisticalinformationislesstimeconsumingascomparedto accumulation of theoretical information. Research Design:In the method of research design, there are certain steps which are followed by researcher to collect and analyse information as per the requirement of proposed investigation. These steps are: research philosophy, approach, strategy, choice, data collection, sampling and time horizon. Investigator will take assistance of positivism philosophy as it gives certain principles for the analysis of statistical piece of information. Deductive approach will also be considered by investigator as it faciliates in using already established theory for carrying out relevancy of statistical data (Hernandez and et. al., 2020). Researcher will opt for survey strategy as this will help in recording raw information directly from the respondents. The main benefit of using the survey is that it is less time consuming and collects data in numerical form. Researcher will also select probability sampling method for selecting the respondents to collect information. The main benefit of using this method is that each respondent will get equal importance in the investigation. Participants:Researcher will select 40 managers from Amazon as respondents to collect information about the role of digital marleting in improving the brand image (Boutet, Hernández and Jacobo, 2020). These managers will belong from the age group of 30-40 years. These participants include male as well as female managers from Amazon. Data Analysis Strategy:The data analysis strategy which will be used by researcher in the current study is frequency distribution analysis. This will assist in taking out relevancy of assembled raw and numerical piece of information in a systematic manner.
Validity and reliability:The current study will be valid as this investigation also collects information through instrument called questionnaire (Rusanovsky, Beeri and Oren, 2022). Realiability of the current study will be maintained by making each respondent understand about the need of conducting the study. This also includes making respondents understand that their opinions are necessary to meet pre-defined objectives of the investigation.
CONCLUSION It is being concluded from the above information that digital marketing plays a vital role in improving the productivity and performance of business. Through adopting digital marketing techniques, company engages maximum number of customer towards the brand and also increases their sale and profitability. There are several kinds of digital marketing tools that helps in enhancing the brand image and growth of business. While implementing the digital marketing tools, organisation faces various difficulties which affects the performance of business. These challenges includes knowing target audience, posting right content, allocating budget and many others.
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REFERENCES Books and Journals Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey.Int. J. Inf. Technol. Lang. Stud,3(1), pp.24-31. Beck and et. al., 2019. MSWEP V2 global 3-hourly 0.1 precipitation:methodology and quantitativeassessment.BulletinoftheAmericanMeteorologicalSociety,100(3), pp.473-500. Boutet, M.L., Hernández, A.L. and Jacobo, G.J., 2020. Methodology of quantitative analysis and diagnosis of higro-thermal and lighting monitoring for school buildings in a hot-humid mid-latitude climate.Renewable energy,145, pp.2463-2476. Das, S., 2021.Search engine optimization and marketing: A recipe for success in digital marketing. CRC Press. Denga, E.M., Vajjhala, N.R. and Rakshit, S., 2022. The Role of Digital Marketing in Achieving Sustainable Competitive Advantage.Digital Transformation and Internationalization Strategies in Organizations, pp.44-60. Hanlon, A., 2021.Digital marketing: strategic planning & integration. Sage. Hernandez and et. al., 2020. Electrochemical SERS and SOERS in a single experiment: A new methodology for quantitative analysis.Electrochimica Acta,334, p.135561. Kasemsap,K.,2019.Facilitatingcustomerrelationshipmanagementinmodernbusiness. InAdvancedmethodologiesandtechnologiesindigitalmarketingand entrepreneurship(pp. 44-56). IGI Global. Kumar, B and et. al., 2020. Digital mediation in business-to-business marketing: A bibliometric analysis.Industrial Marketing Management,85, pp.126-140. MAKRYDAKIS, N.S., 2021. The Role of Digital Marketing in Public Higher Education Organizations in Attracting Younger Generations.Expert Journal of Marketing,9(1). Nuseir, M.T. and Aljumah, A., 2020. The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE.International Journal of Innovation, Creativity and Change,11(3), pp.310-324. Rathnayaka, U., 2018. Role of digital marketing in retail fashion industry: A synthesis of the theory and the practice.Journal of Accounting & Marketing,7(02). Rusanovsky, M., Beeri, O. and Oren, G., 2022. An end-to-end computer vision methodology for quantitative metallography.Scientific Reports,12(1), pp.1-27. Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing certification programs.Journal of Marketing Education,41(2), pp.77-90. Vieira and et. al., 2019. In pursuit of an effective B2B digital marketing strategy in an emerging market.Journal of the Academy of Marketing Science,47(6), pp.1085-1108. Zeng and et. al., 2021. Methodology for quantitative risk analysis of domino effects triggered by flood.Process Safety and Environmental Protection,147, pp.866-877.