Impact of Digital Marketing on Customer Buying Behaviour: A Study on Marks and Spencer

Dissertation proposal
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Table of Contents
Background to Research Topic........................................................................................................3
Background to Research Organisation.............................................................................................3
Research Rationale...........................................................................................................................4
Research Questions..........................................................................................................................4
Research Aims and Objectives........................................................................................................4
Research Methodology....................................................................................................................5
Timescale.........................................................................................................................................6
Resources.........................................................................................................................................7
References .......................................................................................................................................8
Books and journals.................................................................................................................8
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Background to Research Topic
Digital marketing is described as advertising which is delivered through different digital
channels like websites, search engines, email and mobile apps etc. By using all these online
channels, company endorse goods and services. Digital marketing is the element of marketing
which makes use of net and online supported digital technologies to make promotions and
enhance customers towards the brand (Park, Kim and Minshall, 2021). There are various types of
digital marketing channels through which company promote their products and services. These
are content marketing, video marketing, email marketing, social media marketing etc. These
channels help in promoting products and services of company and develops their reputation in
markets as well. Further, by using digital marketing channels, company will be able to save their
cost and communicate with customer effectively. Since, digital marketing is mainly happening in
real time, company can be able to analyse their strategy, campaigns and content on continually
basis. By doing this, managers can easily recognise what is working and what is not working
effectively. They can quickly have identified the risk and mistakes and works on improvising it.
Digital marketing is impacting the business environment in positive manner as they deliver
excellent return on investment and provide straight communication that is between company an
customers. By being digitally, company can identify their customer issues and problems and
works on solving those issues. In addition, by using digital channels, company will be able to
reach the potential customers at early stage and also can interact with targeted audience in real
time (Jena, 2021). By becoming digitally, company will reach foreign customers as well. This
develops promotion and customers get attracted towards the products and services offered by
brand. By seeing same promotion, customers eager to buy it more and make use of it in effective
manner.
Background to Research Organisation
The chosen organisation within current research is Marks and Spencer, which was
founded in 1884 by Michael marks and Thomas Spencer. Company is a British multinational
retailer which is having headquarter in London that deals in selling cloths, food products and
home products. Company is currently working in more than 1465 location in all over the world.
Currently there are 78,000 employees working in company (Marks and Spencer, London, 2021).
Company is consisting of various brands such as Rosie, Autograph, M&S collection, Goodmove
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