Role of Digital Marketing in Improving Organizational Performance during COVID-19

This research paper explores the significance of digital marketing in the time of COVID-19 pandemic globally for an organization. It aims to identify the role of digital marketing in improving the organizational performance during the global pandemic COVID-19 with a study on Marks and Spencer.

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.