Impact of Digital Marketing on Growth of Sainsbury: A Case Study

DISSERTATION
(Impact of digital marketing on
growth of company)

ACKNOWLEDGEMENT
I would like to show my gratitude to my teachers and supervisors who had given me the
golden opportunity to do this great research project on the topic digital media marketing. It has
also assisted me in conducting a lot of investigation and I had also come to know about new
concepts and things. I am really grateful and thankful to them. I am also thankful to my family
and relatives who have supported me emotionally and motivated me to continuously work on
investigation.

ABSTRACT
This study is aimed at analysing the impact of digital marketing in managing business
succession and marketing opportunities as well which are adopted by Sainsbury's. This is
analysed that in the current time digital media tools are used by the business in order to develop
their business in appropriate manner. The major objective of this research is to develop
understanding related with managing business in the current digital age and this will be helpful
in attaining fuller edge. There are various research methodologies which are used within the
research such as quantitative research methods. The major outcome of the research is that with
the help of digital tools an organisation may develop their business and acquire success as well.

Table of Contents
ACKNOWLEDGEMENT...............................................................................................................2
ABSTRACT ....................................................................................................................................3
1. INTRODUCTION.......................................................................................................................5
2. LITERATURE REVIEW............................................................................................................8
What is digital marketing?..........................................................................................................8
How digital marketing impact on growth of Sainsbury?............................................................9
What are different techniques of digital marketing?.................................................................11
How Sainsbury can apply various techniques to expand..........................................................13
3. RESEARCH METHODOLOGY...............................................................................................15
4. FINDINGS AND ANALYSIS..................................................................................................18
5. CONCLUSION AND RECOMMENDATIONS......................................................................32
CONCLUSION.........................................................................................................................32
RECOMMENDATIONS..........................................................................................................32
REFERENCES..............................................................................................................................34
APPENDIX....................................................................................................................................36
Questionnaire............................................................................................................................36

1. INTRODUCTION
Overview of the topic
In the current modern world technologies are playing vital role. They have brought
drastic changes in the way of operations within businesses and organisations. With the assistance
of new and advance technology, companies can easily expand in different markets and improve
the level of productivity. New applications and software are installed within organisations and
companies for easing the different operations of the business. There are several functions in an
organisation and for that various kinds of software are considered that assist in making complex
activities and task easier. The usage of digital marketing tools has made companies to easily
market, promote and advertise goods and services. With the introduction of internet and several
platforms of social media, companies could easily reach number of audience so that sales
number could be enhanced. Marketing through digital methods enabled companies to increase
awareness about the products and services among customers (Miklosik and et. al., 2019).
Digital marketing is an emerging concept that is used by companies for promoting and
advertising the products. It involves usage of e-mail, social platforms, internet, websites and
many more in respect of attracting customers. Using technologies like desktop, computers,
mobiles and another platforms of media for directly communicating with appropriate customers.
Messages and texts are sent to customers with the help of internet as well as several marketing
channels. There are several techniques of digital marketing like SEO, PPC, video marketing,
content, SMM and many more. The kind of marketing technique is directly depend upon the
target audience. These techniques give relevant piece of information which is analysed and
evaluated in future so that useful information can be obtained at right time. On the basis of this
kind of information target audience can be targetted and attention of more number of customers
can be grabbed. The usage of digital marketing made companies and businesses to simply to
understand trends in the market.
The usage of digital marketing techniques boosts up the business growth to a certain
extent. It is being determined that PPC, Search Engine Optimisation etc. They help in driving
profits and sales and also target several groups. Companies focus on social media marketing
rather than traditional methods of marketing. In addition to this, CRM is considered within
digital marketing that enables company to identify customer requirements, preferences and many
more. The traffic on website is monitored that assists in finding out number of customers visited

websites, converted leads and many more. Digital marketing has changed the manner in which
brands communicate with consumers. The impact of digital marketing on growth is is positive as
it facilitates in expanding the whole business on digital platforms. This is directly connected in
increasing the level of communication of brand with customers. Brand reputation has increased
with the help of digital marketing and promote products in effective and efficient way. Trust of
customers is gained through channels of digital media and promote goods and services on larger
scale. The current investigation takes out great piece of information about the topic of digital
marketing within companies. It also includes various kinds of techniques of digital marketing for
expanding the whole companies (Niculescu and et. al., 2019).
Research Aim, Objectives and Questions
Research Aim
The aim of the present investigation is “To examine the impact of digital marketing on growth of
company." A case study on Sainsbury.
Research Objectives
 To understand concept of digital marketing
 To analyse impact of digital marketing on growth of Sainsbury
 To evaluate different techniques of digital marketing
 To recommend how Sainsbury can apply various techniques to expand
Research Questions
 What is digital marketing?
 How digital marketing impact on growth of Sainsbury?
 What are different techniques of digital marketing?
 How Sainsbury can apply various techniques to expand?
Background of the company
The selected company for the present investigation is Sainsbury's. The company is known
as the second largest supermarket chain operating in the United Kingdom. The company was
founded in the year 1869 and the founder is John James in Dury Lane, London. This company is
a public limited company and it has 1428 shops all around the world. There are many kinds of
products offered such as convenience shop, super market, super store etc. There are more than
1,11,900 employees currently working in the organisation. The subsidiaries of the company are:
super markets, banks and local shops. The brand of the organisation are Argos, Nectar, TU,

Habitat etc. The company uses different types of digital marketing tools for reaching large
number of customers as well as expanding the operations of business.
Rationale of the research
The main purpose of conducting the current research report is to identify the importance
digital media marketing in the current modern time. It is determined in the report that digital
media marketing plays significant role in the path of growth and development of organisation. It
also analyses several kinds digital techniques available for companies as per the requirements
and needs of the company (MAKRYDAKIS, 2021). The investigation also assists in finding
relationship between growth of the organisation and digital marketing techniques. It also
evaluates the different kinds of ways by which company could apply techniques for expansion.
There are two other vital perspectives that are tried to achieve through current investigation. In
terms of professional perspective, I will get to know about the different kinds of digital
techniques that will facilitate me in my professional career. This will also assist me in reaching
large number of customers within the shorter time. In respect of personal perspective, I will learn
about the significance of digital media and this will also help me in knowing situations
happening all around the world (Jaman and Anshari, 2021).
Problem statement of the research
The problem determined in the current investigation is companies find issue in
identifying best digital media platform for advertising and promoting products and services of
the company. Companies sometimes select digital media channel which is not appropriate for
them to reach their targeted audience (Omar and Atteya, 2020). The current report gives variety
of platforms of digital media that can be adopted by company as per its nature.

2. LITERATURE REVIEW
Literature review is the chapter that covers second-hand information to address research
questions. This involves several sources of secondary information such as journals, newspapers,
articles, books, filled surveys, websites of the company and many more. In this literature review
has proper written overview of main writings and another sources on a chosen topic. The section
of literature review gives an appropriate summary, description and appropriate evaluation of
every source. In simpler words, literature review is a group of works of art formed of words.
What is digital marketing?
According to Bala and Verma (2018), digital marketing is defined as advertising
delivered by several digital channels which include social media, search engines, websites,
mobile apps and email. Considering these channels of online media, digital marketing is the
technique through which organisations endorse brands, services and goods. Customers heavily
depend upon digital mediums to research products. One of the examples Think with Google
marketing insights have recorded that 48% of customers start inquiries on search engines,
another 33% look for brand websites and the remaining 26% search with their mobile
applications. In today's modern world, digital marketing refers to an tremendous system of
channels to which different marketers simply onboard their brands, advertising through online
mode is complex and difficult than the channels alone. In respect of attaining the true potential of
digital marketing, marketers have to go in-depth in today's intricate and vast cross channel world
for discovering strategies that form an effect by engagement marketing.
Engagement market is the technique to form and create meaning interactions with
existing, returning and potential customers based on the information collected over time. By
engaging more number of consumers in a digital landscape, organisations build and increase
brand awareness, place company at the forefront when the consumers are ready to purchase and
set the business as an industry thought leader. By using an omnichannel strategy of digital
marketing, marketers could easily assemble valuable insights into target customers behaviours
while giving the door to new techniques of customer engagement. Including this, organisations
could expect to see rise in retention. As per the report by Invesp, organisations which have strong
omnichannel customer engagement strategies hold an average of 89% of their consumers