Implementing Digital Marketing for Growth in International Business in Australia

This report focuses on the implementation of digital marketing for the growth of international business in Australia. It includes a literature review on the importance, advantages, challenges, and theories of digital marketing. The methodology includes secondary data collection and thematic analysis. The expected outcomes are to understand the implications of digital marketing in regards to developing international business in Australia and to evaluate the advantages of implementing digital marketing strategies.

Running head: DIGITAL MARKETING
GROWTH OF INTERNATIONAL BUSINESS THROUGH
IMPLEMENTING DIGITAL MARKETING

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Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Introduction............................................................................................................................3
1.2 Background of the study........................................................................................................3
1.3 Aim of the research................................................................................................................3
1.4 Objective of the research........................................................................................................3
1.5 Research questions.................................................................................................................4
Chapter 2: Literature review............................................................................................................4
2.1 Importance of digital marketing in international business.....................................................4
2.2 Advantages of implementing digital marketing strategies.....................................................4
2.3 Challenges related to digital marketing in international business..........................................5
2.4 Theory of digital marketing...................................................................................................6
2.5 Conceptual framework...........................................................................................................7
Chapter 3: Methodology..................................................................................................................7
3.1 Research philosophy..............................................................................................................7
3.2 Research design......................................................................................................................7
3.3 Data collection.......................................................................................................................7
3.4 Data analysis..........................................................................................................................8
3.5 Sample size............................................................................................................................8
3.6 Gantt chart schedule...............................................................................................................8
3.7 Expected outcomes................................................................................................................9
Chapter 4 Findings and analysis....................................................................................................10
4.1 Inclusion and exclusion criteria...........................................................................................10
4.2 Qualitative data analysis......................................................................................................11

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Chapter 5 Discussion.....................................................................................................................12
Chapter 5: Conclusion...................................................................................................................13
5.1 Linking with objectives........................................................................................................13
References......................................................................................................................................14

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Chapter 1: Introduction
1.1 Introduction
The process of doing business and the means of promotion has evolved with the changing
environment and technological development that has redirected the aspects of consumption. The
methods that are related to marketing have reached a higher scale in the present context. This is
due to the internet that has supported in the emergence of digital marketing. The importance of
digitization as well as online presence has made the company associated with tough competition
in the context of gaining customer’s attention. Digital marketing is considered to be more
demanding as compared to traditional marketing strategies. The project report focuses on
enlightening the aspect that is related with implementation of digital marketing for the growth in
international business in Australia.
1.2 Background of the study
Digital marketing is considered to be the process of promoting of brands with the use of
digital distribution channels. The factors associated with digital marketing helps the international
business to grow in the global platform (Hanlon, 2018). The implementation of digital marketing
in the international business of Australia helps the companies to increase awareness, visibility as
well as brand building. The tools and techniques that are applied in the context of digital
marketing implementation in the international business are considered to be cost effective (Tapp,
2014). The implementation of digital marketing is beneficial for the international business due
to the aspect that it drives people towards the company, engage the people as well as the
customers gets easy accessibility.
1.3 Aim of the research
The aim of the research is to understand the implications of digital marketing in regards
of developing the international business in Australia. The research also aims to evaluate the
advantages that the implementation of digital marketing provides to the business firms in
Australia.
1.4 Objective of the research
 To analyze the role of digital marketing in the growth of international business in
Australia

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 To evaluate the positive impact of digital marketing in enhancing the position of the
business in the market
 To analyze the challenges that is faced by the business in implementing digital marketing
1.5 Research questions
 How implementation of digital marketing supports the business in growing in the
international platform?
 What are the advantages and challenges in implementing digital marketing for enhancing
the position of the business in the global context?
Chapter 2: Literature review
2.1 Importance of digital marketing in international business
According to Ryan, (2016), technological advancement has created a huge gateway to a
plethora of new platforms. This platform that has been paved by the technological advacvekment
provides the companies with various opportunities to reach a whole new audience. The tools and
techniques that are associated with digital marketing is considered to be highly beneficial in
improving the position of the company in the international marketplace. In the current scenario
of the global market, digital marketing plays a key role in regards of the success of the business.
The promotion of the products and services in the international market is considered to be an
essential factor. According to (Baker & Saren, 2016), the tools and techniques of digital
marketing are helpful in reaching the enormous audience in a way that ate cost-effective as well
as measurable.
2.2 Advantages of implementing digital marketing strategies
According to Tiago & Veríssimo, (2014), there are various kinds of advantages that the
business van acquire from the implementation of the strategies created with digital marketing in
context of global platform. The research papers highlight that implementation of digital
marketing helps in increasing the visibility of the business in the international market. Utilizing
digital marketing implies using new innovation that helps in creating ads well as bolstering the
brand. From the research papers it can be evaluated that incorporation of the portable innovation
helps in developing the business. According to Holliman & Rowley, (2014), digital marketing

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provides various scopes for the business in the context of connecting with the existing as well as
potential customers in the effective way. This helps in providing update of the company to the
customers with the latest features of the business. Another advantage is that the implementation
of the strategies of digital marketing helps in coping up with the competition in the market.
Figure 1: Benefits of digital marketing
(Source: Holliman & Rowley, 2014)
2.3 Challenges related to digital marketing in international business
Digital marketing platform is considered to be changing industry this because of the
transformation of the online world rapidly. The changes are related to the way the people
interact, the use of the software as well as the changes in the devices. According to Taiminen &
Karjaluoto, 2015), one of the challenges that is associated with digital marketing is increased
security risk. From this standpoint it can be evaluated that the business in this regards has to face
from the hackers. The company needs to share the crucial details of the business that also
includes bank details (Leeflang, Verhoef, Dahlström, & Freundt, 2014). There is always a threat
of the data and information of the organizations as well as the customers being misused that can
have huge impact on the business. According to Cole, DeNardin, & Clow, (2017), the cluttered

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online market is another challenge that the businesses needs to face in regards of the
international platforms there are numerous numbers of websites and advertising platform.
2.4 Theory of digital marketing
According to Stephen, (2016), the theories related to digital marketing and its application
helps in the growth of the business in the effective way. One of the theories is push marketing
that is associated with the traditional form of marketing. In this context the platform of
television, radio, direct mail, print as well as billboards are utilized by the businesses to target the
audience Kannan, 2017). The main aspect in regards of this theory is audience engagement that
requires a wide range of reach in regard of making the strategies effective. The business that runs
on less budget determines this theory to be very effective for the business. According to
Karjaluoto, Mustonen & Ulkuniemi, (2015), pull marketing theory is considered to be beneficial
in removing the obstacle is that are associated with sales and conversions. This is considered to
be highly effective in consideration of generations the interest of the audience towards the
products and services. The purpose of the pull marketing concept is to put the products and
services in the path of the potential customers who needs them. According to Baltes, (2015), the
combination of the push and pull theory is also determined to be very effective. Through the
research papers it can be analyzed that through both the concepts are opposite in nature but the
combination works very well for the business. According to Charlesworth, (2014), the ultra
competitive as well as digitally driven marketplace requires an efficient combination of pull and
push marketing. This helps in maximizing the results that are incurred from the robust campaigns
that supports in the context of yielding more benefits for the businesses in the international
platform.

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Figure 2: Push-pull theory
(Source: Karjaluoto, Mustonen & Ulkuniemi, 2015)
2.5 Conceptual framework
Figure 3: Conceptual framework
Chapter 3: Methodology
This chapter of the research focuses on collection of relevant and valid data in the context
of completing the study in the successful way. With the aim of completing the research
effectively, a research design has been created that focuses on the process of collecting the
relevant data through a significant approach.
Advantages
Digital marketing
Impacts
Challenges

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3.1 Research philosophy
In the context of the current research positivism philosophy has opted by the researcher.
This philosophy has been selected for the study as the research variables and existing issue will
be appropriate (Mackey, and Gass, 2015). This will help the researcher to have various types of
research experience as well as scope to analyze the information in the productive comportment.
The positivism philosophy would contribute towards critical as well as logical analysis of the
data.
3.2 Research design
For this specific research study, the research has selected descriptive research design.
The researcher has opted for descriptive design that will help the researcher to analyze the
information in details to have further consideration. This will help the researcher to test the
association that exists between dependent, independent and uncontrollable variables of the study
in the appropriate manner.
3.3 Data collection
In context of the current study, the secondary data collection method is selected. The
data will be collected from the books and survey papers in order to evaluate the strategies applied
by the Australian firms (Mackey, and Gass, 2015). The data and information that will be
collected will help in understanding the benefits that the businesses incur from the
implementation of the strategies. This method is opted in context of the research as it will
provide relevant and valid data.
3.4 Data analysis
In context of analysis of the data collected through secondary method, thematic analysis
is incorporated with the focus of t evaluating the data collected through content analysis (Flick,
2015). This will be helpful in regards of evaluating the data that will be collected from the
relevant books and survey papers.
3.5 Sample size
The sampling size in context to the current research secondary data collection method
will be incorporated. In this regards 7 books as well as 4 survey papers is selected for the
thematic analysis.

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3.6 Gantt chart schedule
Activities 1st
Week
2nd -
7th
Week
8th–
11th
Week
12th -
15th
Week
16th –
19th
Week
20th –
23st
Week
24nd –
25rd
Week
26th
week
Topic selection
ü
Secondary data
collection
ü ü
Primary data
collection
ü ü
Literature review ü ü
Methodology
identification
ü
Findings of the
study and
comparing them
with literature
ü ü
Conclusion ü ü

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Draft formation ü
Submission of final
work
ü
Gantt chart
(Source- Self generated)
3.7 Expected outcomes
The research will be effective in regards of providing a clear aspect about the businesses
implementing strategies of digital marketing with the aim of developing the firm's in the global
platform. The effectiveness of the marketing tools and strategies in regards of the firms for
attracting new consumers will also be evaluated.
3.8 Ethical consideration
In the process of conducting the research, the researcher is required to maintain aspects
that are related to ethics. In this context the researcher is supposed to emphasis on good behavior,
proper use of the collected data, proper application of the gathered data as well as protection of
the data (Flick, 2015). The researcher is required to ensure that the data gathered is utilized for
academic purpose online. It is also necessary on the context of the researcher to protect the data
and information under the Data Protection Act (1998).
Chapter 4 Findings and analysis
4.1 Inclusion and exclusion criteria
Database Key words No. of secondary
sources (N)
No. of
secondary
sources
discarded (Z)
No. of secondary
sources (n=N-
Z)

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Google
scholar
Digital marketing 73 70 3
Google
scholar
Advantages of
digital marketing
56 54 2
Google
scholar
Challenges of
digital marketing
45 42 3
Google
scholar
Pull and push
theory
62 59 3
In the content of the study, the researcher has emphasized has emphasized on selecting
some books as well as survey papers that are considered to be relevant as well as valid. The
researcher has emphasized on selecting the secondary sources on the bases of the keywords.
After discarding the irrelevant articles as the criteria was not met, the cases mentioned in the
sources were old and vague etc. the 11 scholarly sources that were included was dur\e to the
factor that relevant content were identified that were in accordance to the research questions.
The sources have latest evidence that is related to the methodological issues as well as research
findings.
4.2 Qualitative data analysis
Theme 1 - Impact of digital marketing in business
It is observed in the research papers that the importance of digital marketing in today’s
business world is determined to be massive. The strategies that are associated with digital
marketing is considered to business module initiative that are exceptionally pervasive along with
being lucrative. It is evaluated from the secondary source that tone of the impact of the digital
marketing is that it has created a leveling platform that offers equal opportunities for each and
every kind of business in the Australian market (Heinze, Fletcher, Rashid, & Cruz, 2016).

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Through evaluation of the research paper it can be analysed that it provides the business the
advantage of connecting with the customers in the effective manner. Another impact of the
implementation of digital marketing that is evaluated through the research paper is cost
effectiveness. The implementation is also considered to be effective in regards of generation of
better revenues (Jones, Alford, & Wolfenden, 2015). Through analysing the secondary sources it
can be evaluated that it supports in the context of building the reputations of the brands.
Theme 2 - Effects of strategic digital marketing plans
From the analysis of the research papers it is evaluated that the business firms in
AUstralia that have implemented strategies of digital marketing has found to be providing a
satisfactory growth percentage (Sasu & Ichim, 2016). In this context it is evaluated that the
marketing operations in regards of digital marketing are required to be implemented in strategic
way. It is observed in the analysis that the strategic application of digital marketing in context of
the firms helps in gaining higher improvement percent in regards of marketing effectiveness
(Crittenden & Crittenden, 2015). This is also evaluated that the measurement are dependent on
the aspect of customer-engagement metrics as well as return on investments made by the firms in
regards of international market.
Theme 3 - Digital marketing as the modern marketing tool in business performances
It is observed in the research paper that marketing operations of the business enterprises
are considered to be overshadowed. The evaluation of the research papers has portrayed that the
aspect of the traditional marketing are considered to be reducing due to modern marketing as
well as business improvement tactics (Kotler, Kartajaya, & Setiawan, 2016). It is evaluated
through the secondary sources that the performance of the business as well as consumers
behaviour and interaction are evaluated to be changed . It is found that the transformation are due
to the implementation of the strategies of digital marketing in the international market by the
Australian firms.
Chapter 5 Discussion
Themes Findings
Impact of digital This has been observed in the thematic analysis of the content that the

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marketing in
business
impact of digital marketing in the context of the international market
(Vernuccio & Ceccotti, 2015). It has been found that the businesses of
Australia will incur various kinds of advantages in regards of
developing the firm.
Effects of strategic
digital marketing
plans
It has been evaluated that the firms are required to implement the plans
related to digital marketing in strategic way (Järvinen,& Taiminen,
2016). In this context the most important factor are the tactics that re
adopted by the firms in regards of developing in the global market.
Digital marketing
as the modern
marketing tool in
business
Through the analysis of the content that the modern marketing tools
have reduced the use of traditional marketing tools. This has been
evaluated as effective for the business in Australia (Kingsnorth, 2016).
This is because it helps to increase the range of reaching new customers
that enhance the development of the Australian companies in the global
platform.
Chapter 5: Conclusion
5.1 Linking with objectives
Linking with objective 1: To analyze the role of digital marketing in the growth of
international business in Australia
Through the analysis of the theme 1 in the findings chapter it can be evaluated that the
role of digital marketing is considered to be very important (Hanssens, & Pauwels, 2016). It is
analysed that the analysis of the content in regards of theme 1 has been able to achieve this
objective in the appropriate manner.
Linking with objective 2: To evaluate the positive impact of digital marketing in enhancing
the position of the business in the market

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Through analyzing theme 2 in the findings section it is evaluated that the strategic
application of the digital marketing plans are considered to be positive. Through the research of
the aspect it is observed that the positive factors of the implementation of the strategic digital
marketing are evaluated to be beneficial for the business in the international platform (Gulati, &
Soni, 2015). Thereby it can be evaluated that the research has been able to achieve this particular
objective.
Linking with objective 3: To analyze the challenges that is faced by the business in
implementing digital marketing
Through the analysis of the marketing tools ion context of digital marketing it has been evaluated
that the firms face the challenges as well. In this context the businesses are required to
implement the strategic digital plans in the proper way.

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