The Role of Digital Marketing in Improving Organizational Performance

This literature review examines the role of digital marketing in improving organizational performance during the COVID-19 pandemic, focusing on the retail industry and using Marks and Spencer as a case study. It identifies the conceptual framework of digital marketing, the challenges faced by Marks and Spencer in the absence of digital marketing during the pandemic, and the role of digital marketing in enhancing organizational performance. The review addresses key research questions related to the role of digital marketing in the retail industry and its impact on organizational performance during the global health crisis, citing various sources that highlight the importance of digital marketing for gaining market share, improving online presence, and sustaining business operations during pandemic times. The paper concludes by emphasizing the critical role of digital marketing strategies for business organizations to navigate and thrive during global crises.

Research Methods
Role of digital marketing in improving the organizational
performance during the global pandemic COVID-19

Table of Contents
• Background of the project
• Research rational with justification
• Research aim
• Research objectives
• Research questions
• Literature review
• References

BACKGROUND OF THE PROJECT
• Digital marketing is defined as the process of promoting products to create a connection
with potential customers by using internet and other types of digital communication
which includes social media, e-mail, web-based advertising, text and multimedia
messages.
• With the surge of COVID-19 across the world has created a problem for various
companies to run their business operations smoothly.

RESEARCH RATIONAL WITH
JUSTIFICATION
• The main reason behind conducting this current research is to carry out a detailed
information about the significance of digital marketing in the time of COVID-19
pandemic globally for an organization.
• This particular topic is chosen for the present research in order to know the impact
of COVID-19 pandemic of the performance and productivity of the organization.

Research Aim
To identify the role of digital marketing in improving the
organizational performance during the global pandemic
COVID-19: A study on Marks and Spencer

Research Objectives
• To understand the conceptual framework of digital marketing in the context of retail
industry.
• To examine the challenges faced by Marks and Spencer during COVID-19 in absence of
digital marketing.
• To identify the role of digital marketing in improving the organizational performance of
Marks and Spencer during the global pandemic COVID-19.

Research questions
• What is the role of digital marketing in context of retail industry?
• What are the challenges faced by Marks and Spencer during COVID-19 in absence of
digital marketing?
• What is the role of digital marketing in improving the organizational performance of
Marks and Spencer during the global pandemic COVID-19?

LITERATURE REVIEW
• According to (Matidza, Ping and Nyasulu, 2020), Digital marketing plays a very important role
in the retail industry as it helps in gaining more market share and customer base in the
competitive market by selling products through digital platform.
• According to (Ritz, Wolf and McQuitty, 2019), Every company needs a effective digital
marketing strategy to improve their online presence in order to attract potential clients and
customers towards buying the products and services.
• According to (Saurwein and Spencer-Smith, 2020), Digital marketing is considered as the most
important method that helps business organizations to sustain in the pandemic times globally.

References
• Matidza, I., Ping, T. and Nyasulu, C., 2020. Use of digital marketing in estate
agency industry in Malawi. E-Learning and Digital Media, 17(3). pp.253-270.
• Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and
success for small businesses: The application of the do-it-yourself and
technology acceptance models. Journal of Research in interactive Marketing.
• Calboli, I., 2020. Trade mark licensing and Covid-19: why fashion companies
have a duty to comply with their legal obligations. Journal of Intellectual
Property Law & Practice, 15(7). pp.489-490.