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

This dissertation analyzes the impact of digital marketing on managing business succession and marketing opportunities adopted by Sainsbury's. It examines the concept of digital marketing, its impact on growth, different techniques, and how Sainsbury can apply them to expand. The study uses quantitative research methods and concludes that digital tools can help organizations develop their business and acquire success.

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

compared to organisations with weak omnichannel programs that have a retention rate of only
33%.
As per the future of digital marketing, companies could see a constant increase in
adopting social media channels. Social media would become increasingly conversational in the
Business to Business space, video content would be refined for SEO purposes and email
marketing would also become more personalised. Digital marketing technologies have become
core for every type of organisation because it has come up with very convenient way of reaching
large number of customers. For optimising marketing strategies, digital has become necessary
and mandatory. Digital marketing could help companies to know their existing as well as
potential audience, learn significant information about them and give metrics that would provide
organisation's team marketing team credibility. Understanding continuous needs and
requirements of customers takes time and marketing team of the company may have developed
customer personas that could be of use, customers constantly spend time online may not act or
behave in the manner company would expect.
Company needs to test various language with several targets, keeping in mind that
particular form would appeal to many people and their place in the purchasing cycle. Attune
company to apt audience and company would build credibility that would set company apart
from the competition. Without considering position in the marketing procedure, it is significant
to have appropriate understanding of best practices of search engine optimisation. Addition to
this improving ranking search engine, SEO could support and reinforce campaign testing and
optimisation to ensure company is providing valuable and hight quality content that potential
audience wants.
How digital marketing impact on growth of Sainsbury?
According to Jackson, Janssen and Gabrielli (2018), it is quite normal to say that
audience spend a large amount of time on the different platforms which work through internet.
They are either messaging or texting instantly or search something on Google. They
continuously scroll through their different social media channels. People spend their much of
lives on their smart devices, so where better to advertise a brand than on different websites and
devices. More and more companies are being broken and made because of several social media
community groups, online forums and another court of public views and opinions. It is very
clearly determined that when brand are visible online, they are also remembered offline. Digital

marketing has altered the manner organisations work as well as communicate with their
consumers. The use different strategies of digital marketing has had direct effect on profit and
revenue margins in addition to the power of an organisation to develop and grow. In simpler
words, businesses that do not adopt strategies of digital marketing limits the development and
growth opportunities within organisation. With the procedure of adopting advance technologies
and techniques, Sainsbury's could easily progress and growth because they could easily
determine needs and requirements of their existing as well as potential customers. Sainsbury's
could easily capture growing lucrative internet marketplace for promoting and advertising
products and services to the customers. Brick and mortar organisations are either adopting
company model to an online one or increasing established marketing tasks by digital marketing
strategies. Innovations in digital marketing strategies have helped in increasing the level of
sustainability, survival, development and growth of the whole business in the digital arena.
Digital marketing has changed the manner organisations communicate and operate with
their consumers. The usage of digital marketing strategies has positive impact over profit
margins and the form of organisation to develop and grow. Without using digital marketing style,
the company could decrease the ability to become successful and developed. Some of the
significant impact of digital marketing strategies over the growth of the organisations are defined
below:
 With the help of digital marketing strategies, companies could easily find audience that
they would have never encountered in their business operations. Under this company
uses search engine optimisation and the main objective of using this is increasing the
rank of content by search engines. This assists in bringing the content in front of
potential audience. In simpler words this facilitates in increasing the traffic on websites
of the organisation which ultimately increases the growth of business.
 The other positive impact of digital marketing techniques and strategies on the growth of
company is established online presence. With this organisation improve their presence
on online channels and that is directly linked to increase the growth of organisation.
With the help of this audience could easily surf about the different products of the
company on different channels.
 Another positive effect of digital marketing strategies on the growth of business is
increased connect with prospective and current customers. Social media has great

importance in the lives of people. This creates opportunity for the organisation to
connect with old and new customers alike. This gives opportunity to organisation for
cross-promoting the content from one channel to another.
 With the help of digital marketing strategies, companies could easily increase their
conversation level with customers. This increases and improves the mindset among
customers that they are quite important element of the company and this increases the
whole value of the company. This also improves the whole growth of the business.
 The other positive impact of digital media marketing over company is creating platform
that helps in learning views and opinions of existing as well as potential customers. This
assists in providing goods and products as per the needs of customers and gains more
number of customers. Customers could also easily provide reviews of the product
through media channels and their problems easily get resolved.
What are different techniques of digital marketing?
According to Nyagadza (2021), technology has broadly risen in significance and
popularity in the whole business world. This is quite significant for realising what strategies of
marketing could assist organisations digitally increase their brand image and sales. Some of the
common digital marketing techniques considered within the organisation are explained below in
detailed manner.
Social media marketing: A great presence on social media platforms is the most
significant digital marketing tool. There are various ways for promoting social media presence of
the brand. Some of the common examples could be approaching social media influencers for
promoting brands through their own social media accounts. Companies and brands actively get
attention of audience through influencers as they promote products and services of the company
through their pages.
Video marketing: Video marketing is the other digital marketing technique for promoting
products and services of the organisation. Video marketing is quite useful and helpful and
operates well with the procedure of content marketing. It is one of the popular techniques in the
procedure of digital marketing because it gives quite convenient access to videos that advance
technology has given. By forming attractive and high quality commercials, companies could
create a lasting brand image in its customer heads and make them to think about buying.

Web advertising: Web advertising is another digital marketing technology because
through this brands could promote and market themselves more efficiently and effectively by
making clickable advertisements to put on popular and famous websites. Some of the examples
of web advertising is when advertisements for several organisations appear on the side of an
article on websites such as CNN.
Affiliate advertising: Affiliate advertising is the other method of digital media strategy
that is adopted by companies for increasing growth and development. Affiliate advertising is
when an organisation or a company pays have a valuable spokesperson with a large number of
customers, generally a social media influencer or blogger, for posting about their organisation so
that an organisation could increase its circulation. For this those bloggers and influencers are
approached who have great number of followers. This assists in increasing the sales of the brand
and organisation and have positive impact over the growth of the company.
Overall personalisation: The best digital media technique is overall personalisation. In
this companies personalises awareness and creates a unique method for making people believe
whether an organisation is successful or not. For this companies could simply use their logo for
promoting and advertising products and services. It instantly catches the attention of customers
and they could get attracted to purchase products.
Content marketing: Content writing is the other digital marketing strategy that creates
relevant and valuable content continuously on platforms. A brand could use and consider content
marketing as one of the tools for achieving better brand awareness by marketing itself as an
organisation that is in touch with and significant to the world. In this campaigns are conducted so
that attention of large number of customers could be caught.
Search engine optimisation: Search engine optimisation is another important digital
media technique for increasing attention of customers. It is referred as digital marketing
technique that includes forming and creating more traffic to a website by forming sure a website
appears greater up in the outcomes of search engine such as Google. This technique assists
organisational marketing to improve awareness of the brand.
Email marketing: Email marketing is the other digital technique method that facilitates
in returning customers to a company and brand. They could buy new goods and products. First
an organisation makes sure that their people has signed up for an email list after they have made

a buy. Then, as per the based knowledge they get from the emails, it is highly like these
consumers will return.
How Sainsbury can apply various techniques to expand
In the current time digital media marketing is regarded as one of the essential measure
which is used by the businesses in order to reach out to target audience and to inhale higher
succession opportunities as well. Digital media marketing is considered as prominent measure
which is taken by the business so that to convey business message to large audience and to
capture them so that market image and existence can be enhanced. To the businesses of digital
age social media presence is helpful or somewhere essential as 70% of public is having online
presence and this would be helpful for the businesses to sustain into the market. There are wide
range of methods and tactics that can be used by the businesses so that to acquire higher market
presence and to execute succession opportunities. This is associated with providing such edges to
the business by which they may have global presence and acquire more customers. This is
analysed that there are various measures for which the businesses are managing their business
and prominent in this is related with acquiring large number of customers. Sainsbury's is one of
the top retailer in UK so the company is having fierce competition from its competitors and in
this manner the company is required to adopt such strategies in which appropriate success can be
acquired. For a retailer homogeneous services are given by them in terms of products and any
other business service and in this competitive market for these businesses adoption of distinct
strategies for their business. So that adoption of digital media marketing would be helpful for the
businesses to manage their market edge and scenarios as well.
In this digital age adoption of such tools are necessary as this will lead the business to
develop such digital methods in which business may have several opportunities for managing
market image and sustainability as well. For Sainsbury's adoption of such digital media strategies
would be lucrative as this is linked with developing the business with current market needs. In
this manner by appointing social media influencer Sainsbury's can apply techniques of digital
media marketing to their business and expand their business in requisite manner. Social media
influencers are helpful for the business to convey their message to general public so that larger
public can be attracted and at the same time business benefits can also be attained. On the other
hand this is required by Sainsbury's that they post consistently on their social media handles so
that messages can be given to audience without any interruptions. Besides this, by offering

valuable content freely this would be helpful for the business to develop their expansion
strategies in appropriate manner. This will help the business to catch customers and to retain
them for longer time which would be helpful in business expansion in tremendous manner. In
the same aspect with the help of developing creativeness and innovation into the business this is
profitable for the business to maintain their market existence and to acquire edge into the market.
This is stated that such methods are used by Sainsbury's in order to develop their business and to
prominently acquire market image as well. These are the methods which are helpful for the
businesses to acquire edges within the market and to make existence in significant manner. This
is associated with gaining of market benefits as in terms of acquiring market existence as in
comparing the position of competitors and to develop the business as well. This is analysed that
there are various methods which are associated with developing digital media strategies in more
appropriate manner.

3. RESEARCH METHODOLOGY
Research methodology is defined as accumulation of such methods which are used within
research for the major purpose of collecting data and analysing the same so that research
objectives can be attained (Devi, 2017). This is categorised as one of major chapter within the
research which would be helpful for the researcher to manage overall research in significant
manner. In the current research various research methodologies are used which are elaborated as
under:
Research Approach: Research approach is regarded as such plans and procedures which are
used by the researcher for the major purpose of managing the research in systematic manner. In
order to complete the research investor is required to select apt research approach so that issues
related with systematic research can be minimised (Ørngreen and Levinsen, 2017). There are two
types of research approaches such as deductive and inductive. In the context of current research,
the researcher has chosen deductive approach so that to execute the research in such a manner
that overall benefits within research can be attained. The major advantage of this research
approach is related with analysing information related with research in significant manner.
Research Philosophy: Research philosophy is regarded as such conviction which are
undertaken within the research so that to attain positive results within research (Cuervo‐Cazurra
and et. al., 2017). There are two types of research philosophies such as positivism and
interpretivism. In order to conduct the current research positivism research philosophy is
undertaken as this is related with developing the research in scientific manner along with
attaining in-depth results within results (Kumar, 2018). This also accommodates the researcher in
analysing the research situation in real time so that appropriate results can also be attained.
Research Strategy: Research strategy is regarded as that methods which is associated with
gathering and evaluating information in appropriate manner. With the help of acquiring right
information direction can be given to the researcher so that right outcomes can be attained. There
are various research strategy and under the current research survey strategies is followed
(Dźwigoł, 2018). With the help of this research strategy raw information can be accumulated
which is helpful in taking out research objectives. Under this respondents are giving their
opinion in which 30 respondents are taken those are employees of Sainsbury's.
Research Choice: Research choice is defined as such process in which information is gathered
as accordance with need of the research. With the help of research choice goals and objectives

within research can be attained. For every researcher this is significant that to choose significant
research choice so that aims and objectives can be attained. There are two types of research
choice such as quantitative and qualitative (Mishra and Alok, 2017). Under the current research,
quantitative research choice is used as this is related with gaining statistical opinion within
research and this would be helpful in accommodating accurate information to the research.
Data Collection: Data collection is regarded as such procedure in which measurement and
analysis of data is undertaken so that valid results can be exerted (Säfsten and Gustavsson,
2020). An investigator is associated with role of exerting significant information with the relation
of research objectives and this will lead into developing importance within research (Whicher,
Philbin and Aronson, 2018). Data collection is of two types such as primary and secondary.
Under the current research primary and secondary both of these methods are used. In term of
primary methods questionnaire is used so to acquire reliable and accurate information. In terms
of secondary data books and journals will be used so that to acquire prominent results within
research. These are helpful within the research in order to acquire aims and objectives within
research.
Time Horizon: Time-horizon is regarded as the time needed by the investigator in order to
execute the research in effective and efficient manner. There are two types of time-horizon such
as longitudinal and cross-sectional (Fletcher, 2017). Under the current research cross-sectional
time-horizon is used which us related with developing the research in multidimensional manner.
With the help of cross-sectional time-horizon this is easier for the researcher to choose
significant techniques within research so that all the activities can be covered and at the same
time aspects regarding research can also be determined. This will be helpful for the researcher to
acquire research benefits as in terms of acquiring major aims and objectives within rehears.
Sampling: Sampling is regarded as the process which is associated selection of such tiny
samples out of total population. These are regarded as representation of the entire population in
which with the help of such sample that attain research objectives. There are two types of
sampling such as probability and non-probability sampling (Ngozwana, 2018). Under the current
research probability sampling is used in which respondents are selected without any constraint.
This would be helpful in attaining research objectives in such a manner that aspects related with
research objectives and that would be helpful in attaining research objectives (Abutabenjeh and
Jaradat, 2018).

4. FINDINGS AND ANALYSIS
Findings and analysis is the chapter that focuses on analysing assembled piece of
information in systematic way. In this chapter, researcher has assembled numerable as well as
primary data in relevant way. Frequency distribution analysis is used for evaluating, measuring
and analysing information in shorter time duration.
Frequency Distribution Table
Q1) Do you believe that digital media is playing essential role in the
procedure of marketing?
Frequency
a) Yes 22
b) No 5
c) Prefer not to say 3
Q2) As per your opinion, do you think Sainsbury's should invest their
time and funds on digital media marketing?
Frequency
a) Yes 26
b) No 4
Q3) According to your perspective, what is the best technique of digital
media marketing adopted by Sainsbury's?
Frequency
a) Social media marketing 7
b) Affiliate marketing 5
c) Search engine optimisation 6
d) Content marketing 4
e) Video marketing 8
Q4) If you get chance then what would you suggest as one of the
general tips to Sainsbury's for the success of digital media marketing?
Frequency
a) Engage in conversations 7
b) Post consistently 5

c) Offer valuable content freely 8
d) Be creative and innovative 10
Q5) According to your view, what is the common digital media
marketing mistakes Sainsbury's make?
Frequency
a) Does not research about new trends 8
b) Does not engage in discussions 5
c) Does not respond when customers reach out to engage 10
d) Inconsistency- only posting periodically 7
Q6) Do you think Sainsbury's should focus more on social media
marketing rather than email marketing?
Frequency
a) Yes 23
b) No 7
Q7) What is the major benefit of social media marketing in promoting
their products to existing as well as potential audience within
Sainsbury's?
Frequency
a) Improved brand loyalty 6
b) Higher conversion rates 4
c) Increased traffic of existing and potential customers 5
d) Global reach and visibility 7
e) Managed cost 8
Q8) As per your gained experience within Sainsbury's, what is the
impact of digital media marketing over growth and success of its whole
business?
Frequency
a) Positive impact 18
b) Negative impact 5
c) Neutral impact 7

Q9) As per your view, what would you suggest to Sainsbury's in
relation to content of digital media marketing?
Frequency
a) Short form content 7
b) Evergreen content 10
c) Timely content 9
d) Long form content 4
Q10) Do you think strategies of digital media marketing help in
increasing the global prominence of Sainsbury's?
Frequency
a) Yes 21
b) No 5
c) Prefer not to answer 4

Question 1: Digital media is playing essential role in the procedure of marketing
Q1) Do you believe that digital media is playing essential role in the
procedure of marketing?
Frequency
a) Yes 22
b) No 5
c) Prefer not to say 3
a) Yes b) No c) Prefer not to say
0
5
10
15
20
25 22
5
3
Interpretation: From the above assembled piece of information, it is interpreted that 22
respondents have said yes that digital media is playing essential role in the process of marketing
because they assist in reaching large number of customers. The other 5 respondents said no that
this procedure is not essential because there are other significant traditional methods that help in
promoting and advertising products to different market. The rest 3 participants have said that
they do not want to answer this question as they believe they do not have proper knowledge
regarding this.
Question 2: Sainsbury's should invest their time and funds on digital media marketing
Q2) As per your opinion, do you think Sainsbury's should invest their
time and funds on digital media marketing?
Frequency

a) Yes 26
b) No 4
a) Yes b) No
0
5
10
15
20
25
30 26
4
Interpretation: With the assembled data, it is understood that there are total 30 participants. Out
of these participants, 26 respondents have answered yes that Sainsbury's should invest their
funds as well as time on digital media marketing. This has great importance in the current time
because this assists in reaching new market and increasing customer base. The remaining 4
respondents have said no that it is not necessary because there are significant functions and
operations that need to be completed in right time and limited funds.
Question 3: Best technique of digital media marketing adopted by Sainsbury's
Q3) According to your perspective, what is the best technique of digital
media marketing adopted by Sainsbury's?
Frequency
a) Social media marketing 7
b) Affiliate marketing 5
c) Search engine optimisation 6
d) Content marketing 4

e) Video marketing 8
a) Social media marketing
b) Affiliate marketing
c) Search engine optimisation
d) Content marketing
e) Video marketing
0
1
2
3
4
5
6
7
8 7
5
6
4
8
Interpretation: With the accumulated piece of information, it is recorded that 30 participants are
selected and out of them 7 respondents have said that social media marketing is one of the best
techniques of digital media marketing adopted by Sainsbury's. In this content is posted on social
media in relation to products and services. The other 5 respondents have said that affiliate
marketing is the other best technique because this is performance based marketing in which a
company rewards one or more affiliates for visitors. The other 4 respondents said content
marketing in which regular content is posted related to the products and services. The rest 8
respondents have said that video marketing is the other technique because in which videos are
formed related to products of the organisation.
Question 4: One of the general tips to Sainsbury's for the success of digital media marketing
Q4) If you get chance then what would you suggest as one of the
general tips to Sainsbury's for the success of digital media marketing?
Frequency
a) Engage in conversations 7
b) Post consistently 5
c) Offer valuable content freely 8

d) Be creative and innovative 10
a) Engage in conversations
b) Post consistently
c) Offer valuable content freely
d) Be creative and innovative
0
1
2
3
4
5
6
7
8
9
10
7
5
8
10
Interpretation: As per the assembled data, it is analysed that majority of participants said that be
creative and innovative is one of the general tips through which company could get success
through digital media marketing.
Question 5: Common digital media marketing mistakes Sainsbury's make
Q5) According to your view, what is the common digital media
marketing mistakes Sainsbury's make?
Frequency
a) Does not research about new trends 8
b) Does not engage in discussions 5
c) Does not respond when customers reach out to engage 10
d) Inconsistency- only posting periodically 7

a) Does not research about new trends
c) Does not respond when customers reach out to engage
0
1
2
3
4
5
6
7
8
9
10
8
5
10
7
Interpretation: With the gathered data, it is recorded that majority of participants have answered
one of the mistakes is they do not respond with the customers who try to reach out to engage.
This challenge shows that customers do not get appropriate answers when they try to contact
with the organisation.
Question 6: Sainsbury's should focus more on social media marketing rather than email
marketing
Q6) Do you think Sainsbury's should focus more on social media
marketing rather than email marketing?
Frequency
a) Yes 23
b) No 7

a) Yes b) No
0
5
10
15
20
25 23
7
Interpretation: With the above assembled piece of information, 23 respondents have answered
yes that Sainsbury's should focus more on social media marketing rather than email marketing
because this helps in using images and videos for advertising and promoting products and
services. The rest 7 respondents said no because email marketing assists in reaching large
number of customers in comparison to social media marketing.
Question 7: Major benefit of social media marketing in promoting their products to existing as
well as potential audience within Sainsbury's
Q7) What is the major benefit of social media marketing in promoting
their products to existing as well as potential audience within
Sainsbury's?
Frequency
a) Improved brand loyalty 6
b) Higher conversion rates 4
c) Increased traffic of existing and potential customers 5
d) Global reach and visibility 7
e) Managed cost 8

a) Improved brand loyalty
c) Increased traffic of existing and potential customers
e) Managed cost
0
1
2
3
4
5
6
7
8
6
4
5
7
8
Interpretation: With this assembled data majority of respondents have answered that managed
cost is one of the major benefits of social media marketing in promoting their products to
existing as well as potential audience within Sainsbury's because through this company could
easily promote and advertise products and services directly to the large number of customers.
Hence, with limited funds they could easily promote products in limited period of time.
Question 8: Impact of digital media marketing over growth and success of its whole business
Q8) As per your gained experience within Sainsbury's, what is the
impact of digital media marketing over growth and success of its
whole business?
Frequency
a) Positive impact 18
b) Negative impact 5
c) Neutral impact 7

a) Positive impact b) Negative impact c) Neutral impact
0
2
4
6
8
10
12
14
16
18
18
5
7
Interpretation: With the assembled data it is recorded that 18 respondents have answered that
there is positive impact of digital marketing over success and growth of whole business because
this helps in increasing the sales as well as improve customer base. The other 5 respondents
answered that there is negative impact because it creates mixture of comments about the whole
company. The rest 7 respondents answered that there is neutral impact because it does not assist
in increasing the growth or development nor decreasing the profit level without using this.
Question 9: Suggest to Sainsbury's in relation to content of digital media marketing
Q9) As per your view, what would you suggest to Sainsbury's in
relation to content of digital media marketing?
Frequency
a) Short form content 7
b) Evergreen content 10
c) Timely content 9
d) Long form content 4

a) Short form content
b) Evergreen content
c) Timely content
d) Long form content
0
1
2
3
4
5
6
7
8
9
10
7
10
9
4
Interpretation: With the assistance of accumulated data, 7 respondents answered short form
content is one of the suggestions because customers want to skim the short blogs and get
message quickly. The other 10 respondents answered that evergreen content because this
facilitates in attracting customers for the longer time duration i.e. months or sometimes even
years. The other 9 respondents have answered that timely content is the other suggestion because
this assists in addressing current happening and events in the industry. The rest 4 participants
have said that long form content is the other suggestion because this assists in which in-depth
and detailed posts are posted.
Question 10: Strategies of digital media marketing help in increasing the global prominence
of Sainsbury's
Q10) Do you think strategies of digital media marketing help in
increasing the global prominence of Sainsbury's?
Frequency
a) Yes 21
b) No 5
c) Prefer not to answer 4

a) Yes b) No c) Prefer not to answer
0
5
10
15
20
25 21
5 4
Interpretation: With the gathered data, it is analysed that 21 respondents have said yes that
strategies of digital media marketing help in increasing the global prominence of Sainsbury's
because this assists in creating space to connect with customers and customers could also easily
connect with the company. The other 5 respondents have said no that strategies of digital
marketing does not help in improving the global prominence of company because this involves
mixture of opinions and views. The rest 5 respondents answered that they do not want to answer
because they do not have apt information in relation to this.
Discussion
Concept of digital marketing
From the above gathered information from literature review this can be analysed that
digital marketing is related with advertising of several channels which includes social media,
search engine and many other mobile apps. This is considered that online media and other
aspects. Google marketing is one of the digital media which is helpful in developing customers
and this would be helpful for the business to manage business belongings (Ghotbifar, Marjani
and Ramazani, 2017). In the current modern time this is analsyed that businesses are required to
set significant channel system within the business so that to manage their brand and to manage
business complexity as well. In the context of digital marketing this would lead the business to
go in-depth and intricate such business standards which is helping the business to discover

marketing engagement (Arasu, Seelan and Thamaraiselvan, 2020). Engagement marketing is the
form or technique in which interactions are exerted in relation to collecting information at every
point of time. In order to optimise digital marketing strategy this is necessary and required that to
examine existing potential of the customers so that marketing credibility can be created. This is
the manner in which customers can be attracted in proper manner. Companies as in current time
associated with various targets and acquisition can be expected in appropriate manner.
Impact of digital marketing on growth of Sainsbury
From the above gathered information from literature review this can be analysed that in
the current time social media marketing is one of the prominent tool that can be used by the
businesses for the major purpose of attaining significant market edge and to involve customers to
large. In the current time people are spending their large portion of time in scrolling social media
and acquiring benefits related with brand image and optimal service quality. There are various
measures which can be used by the organisation in order to manage separate edge into the market
(Carroll, 2019) There are various benefits of this concept as in digital arena as people are more
focused on using such methods into the business so that to gain success and more customers as
well. Using of digital media strategies would be developing various impacts on to the business
such as: larger customer base can be analysed as with the help of digital tools more customers
can be targetted which results the business to optimise their market edge. This may assist the
business into developing their potential customers which results into reaching out to market
growth and to develop the audience as well (Schaefer and Hetman, 2019). The another positive
impact is related with increasing the aspects linked with customers and customers are gaining
opportunities related with cross-promoting of their channels.
Different techniques of digital marketing
From the above gathered information from literature review this can be analysed that the
popularity within the whole business is associated with developing the market edge in such a
way that overall succession can be attained. This is significant for businesses that to assist such
methods in which they may get to know regarding their business models. There are various
methods of digital marketing such as: social media marketing is one of the prominent marketing
technique that can be used by the business in which various social media platforms are covered
so that to develop marketing and market image as well (Noris and et. al., 2021). Social media
influencers are one of the major promotional tool that can be used by businesses in order to

publicise their business offerings into the market. Video marketing is the another technique that
can be used by the businesses in order to market their product and services into the market. In
this manner video marketing is effective in the current time as this is linked with content
marketing and would be helpful for the business to measure their marketing tools and tactics.
With the help of attractive and high quality of commercials this is easier to creating long lasting
experience on brand image and this will be helpful in meeting customer needs and demands.
Web advertising is the another method of digital media marketing which is related with brands
and would be helpful for the businesses to develop such clickable advertisements for their
customers so that to acquire significant edge into the market. Affiliate advertising is the other
method which is used as digital marketing in which by increase number of circulation this would
be easier for the organisation to influencer audience (Nsahlai and et. al., 2020). Content
marketing is the another digital marketing strategy which is used by the organisation so that to
develop significant image in front of customer and to conduct attention of customers in accurate
manner. At last e-mail marketing is regarded as one of the prominent measure that can be used
by the organisation so that to acquire higher success and to maintain market edge by involving
customers to large.
How Sainsbury can apply various techniques to expand
From the above gathered information from literature review this can be analysed that ,
with the help of digital media strategies this is easier for the businesses to increase their
conversations with their customers in which mindset of the customers in which their opinions
and views can be measured (Chaffey and Smith, 2017). By engaging number of customers this
will develop brand awareness within the market and at the same time consumer purchasing can
also be encouraged. Organisations are including such measures into the business in which
customer retention can be increased. Organisations those are having customer engagement at
their prominent strategy will lead the company to acquire success and market existence as well.
Future of digital marketing is linked with constant use of SEO and other optimised channels so
that higher market prominence can be attained (McCabe, 2017).

5. CONCLUSION AND RECOMMENDATIONS
CONCLUSION
From the above gathered data, it is summarised that digital media marketing is quite
significant because this assists in improving the advertisement and promotion level of the whole
organisation. In the current modern time technology plays quite significant role in procedure of
development and growth of the whole business. Companies have started to adopt digital media
marketing techniques because this facilitates in telling about the products and services to the
existing as well as potential customers. This includes using advance technologies such as
internet, computer, smartphones and many more. The digital marketing uses techniques which
helps in grabbing attention of consumers so that growth and profit level of the whole
organisation. The present investigation has collected primary as well as secondary piece of
information so that aim and objectives could be easily attained. It has used combination of
primary and secondary sources to gather and analyse accumulated piece of information.
Questionnaire is formed with appropriate number of close-ended questions as one of the primary
sources. On the other hand, secondary sources such as journals, newspapers, articles, books etc.
have been used.
RECOMMENDATIONS
From the above assembled piece of information, there are certain recommendations that
are suggested to Sainsbury's for improving their digital media marketing in the workplace. Some
of the recommendations are given below:
 Sainsbury's should focus on adopting multiple digital media channels for promoting and
advertising products and services. This way company could easily remain in front of their
existing as well as new customers. These multiple channels can be Instagram, YouTube,
Facebook and many more. These are the channels which have great number of audience
and through this they can easily capture attention of the customers.
 Sainsbury's should use Google Analytics for tracking the volume of traffic and divide
into categories like referral, paid and organic. Collecting data about the customers will
help in determining what all things and products are attracting for their existing as well as
potential audience. It would clearly show the overall time someone spends on a page
which will assist company in assessing content that are resonating the most.

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APPENDIX
Questionnaire
Q1) Do you believe that digital media is playing essential role in the procedure of marketing?
a) Yes
b) No
c) Prefer not to say
Q2) As per your opinion, do you think Sainsbury's should invest their time and funds on digital
media marketing?
a) Yes
b) No
Q3) According to your perspective, what is the best technique of digital media marketing
adopted by Sainsbury's?
a) Social media marketing
b) Affiliate marketing
c) Search engine optimisation
d) Content marketing
e) Video marketing
Q4) If you get chance then what would you suggest as one of the general tips to Sainsbury's for
the success of digital media marketing?
a) Engage in conversations
b) Post consistently
c) Offer valuable content freely
d) Be creative and innovative
Q5) According to your view, what is the common digital media marketing mistakes Sainsbury's
make?
a) Does not research about new trends
b) Does not engage in discussions
c) Does not respond when customers reach out to engage
d) Inconsistency- only posting periodically
Q6) Do you think Sainsbury's should focus more on social media marketing rather than email

marketing?
a) Yes
b) No
Q7) What is the major benefit of social media marketing in promoting their products to existing
as well as potential audience within Sainsbury's?
a) Improved brand loyalty
b) Higher conversion rates
c) Increased traffic of existing and potential customers
d) Global reach and visibility
e) Managed cost
Q8) As per your gained experience within Sainsbury's, what is the impact of digital media
marketing over growth and success of its whole business?
a) Positive impact
b) Negative impact
c) Neutral impact
Q9) As per your view, what would you suggest to Sainsbury's in relation to content of digital
media marketing?
a) Short form content
b) Evergreen content
c) Timely content
d) Long form content
Q10) Do you think strategies of digital media marketing help in increasing the global
prominence of Sainsbury's?
a) Yes
b) No
c) Prefer not to answer