Digital Marketing - Is It a Boon or a Bane
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Added on 2020-10-05
Digital Marketing - Is It a Boon or a Bane
Added on 2020-10-05
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DISSERTATION(Digital Marketing - Is it aBoon or a Bane)
TABLE OF CONTENTSCHAPTER 1: INTRODUCTION....................................................................................................11.1 Background.......................................................................................................................11.2 Company overview...........................................................................................................11.3 Rationale of the study.......................................................................................................21.4 Research aim, objectives and questions...........................................................................31.5 Analysis and frameworks.................................................................................................31.6 Significance of the study..................................................................................................41.7 Structure of the dissertation..............................................................................................5CHAPTER 2: LITERATURE REVIEW.........................................................................................72.1 Introduction......................................................................................................................72.2 Literature review..............................................................................................................7CHAPTER 3: RESEARCH METHODOLOGY...........................................................................133.1 Introduction....................................................................................................................133.2 Research philosophy.......................................................................................................133.3 Research design..............................................................................................................133.4 Research approach..........................................................................................................143.5 Research strategy............................................................................................................143.6 Data collection................................................................................................................153.7 Sampling.........................................................................................................................163.8 Data analysis...................................................................................................................163.9 Ethical considerations.....................................................................................................163.10 Validity and reliability..................................................................................................17CHAPTER 4: DATA ANALYSIS................................................................................................184.1 Introduction ...................................................................................................................184.2 Thematic analysis...........................................................................................................184.3 Discussion and findings..................................................................................................22CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................345.1 Conclusion......................................................................................................................345.2 Recommendation............................................................................................................35REFERENCES..............................................................................................................................37APPENDIX....................................................................................................................................41
CHAPTER 1: INTRODUCTION1.1 BackgroundDigital marketing is the most important element of business success. In this regard, thelatest trends assist to grow all types of enterprises in 21st century. Vision to consider digitalmarketing increases awareness and contributes in the successful outcomes. Business growth andbranding help to generate more revenue towards enterprise to focus and maintain the enterpriseresults. However, digital merchandising is totally different from traditional marketing so that it isimportant to implement and make business growth and profitability. In this regard, electronicmedia is used such as internet, email, smart phone, etc. (Ryan, 2014). This platform iscompletely positioned to make sure that consumer will be target with different tools. Forexample, combined audience intelligence, directed delivery and configuration technology. Withthe help of digital marketing every enterprise make development with advance results. There areso many tools and techniques that help to go digital. For instance: Facebook is a preferred optionthat helps smartphone industry to grow their operations and functions. To attract and retain morecustomers is the primary goal of every business that makes plan to focus on digital marketing(Digital Marketing: A boon or Bane? 2017). Advertisement and marketing industry considers rapid changes over 15 years.Development of internet era led with divergence of maximum consumer attention. With the helpof digital media forms, significant results would be attained successfully that enable withsmartphone, online advertisement campaign, etc. (Cantrell, Ganz and Vallone, 2017). Nowadays,importance of smartphone is growing very fast so that its use considers around 64% from 35%. Itcreates important role for marketers in term of usage that develop significant results. Smartphoneare not only receiving but also transmitters of information with specific marketing campaigns.Usage of smartphone continuously grow and understand with using different campaign. Thereare various elements of digital marketing that help to define different promotional activities anddeployed to reach towards all customers. For instance: SEO, SMM, PPC, Email, etc. With thehelp of these tools, effectiveness increases. 1.2 Company overviewApple is a British Multinational enterprise in the UK which is headquartered in London.It is a private limited company. It was found in the year 1981 that designed products with the1
most powerful consideration. For the business, quality and standard are the most importantelements that help to design work as much as ways people live. Nowadays, it helps employees towork with simple and productive performances (Buganza, Dell'Era and Verganti, 2015). It assiststo solve issues and problems through collaborating with shared purpose. All designed workconsider together is also in beautiful manner so that when people access to iPhone, iPad and Macthey can do their work in the best manner. Technology is designed to create innovative results inproducts which give better business decisions (Nam, Nam and Kim, 2015). With the help ofmore intuitive and secure products, more than a hundred apps are introduced by Apple. With the help of digital marketing, Apple UK considers iOS to improve their customer’sservices. Apple UK works with different experts in all over the world with several partners sothat it would be beneficial to lead with different companies in enterprise services. Mobilestrategy consulting, app development, support and back end system also integrated withcorporate network services (Buchanan, Kelly and Kariippanon, 2018). Entire experience issimpler so that it assists to carry friendly relations among members. 1.3 Rationale of the studySpending on digital marketing helps to ascertain significant advantages with onlinebusiness development. As a result, it will help to reduce expenses and increasing additionalprofitability in different areas of the world (Critchlow, Moodie and Hastings, 2016). There aremost popular options available in front of Apple UK to implement digital marketing such asFacebook pages, Google plus, Pinterest, LinkedIn, etc. With respect to implement digitalmarketing, there are different options implemented to compete with other enterprises. Solutionalso available to face challenges that are related with digital marketing. With the help of present research and study, it can be said that digital marketing helps totarget maximum number of audience and increase market share as well (Muzellec andO'Raghallaigh, 2018). Existing and start-up competitors also gain more fruitful results from thisconcept implementation. Powerful online value proposition also helps to target and encourageexisting as well as new customers to engage with loyalty. Social, email marketing and blog alsohelp to create well enough information to address the weak points in research. Wasting moneyand time through duplication also reduced successfully (Utilizing its Unique Limitations- theSmartphone as a Digital Springboard, 2018). 2
1.4 Research aim, objectives and questionsAim: To identify whether use of digital tools for the purpose of marketing is a boon or bane forsmartphone industry of UK - A study on Apple UKObjectives:To understand the concept and purpose of digital tools for smartphone industryTo identify that whether digital marketing is boon or bane for Apple UKTo interrelate digital tool’s implementation with marketing activities of Apple UKTo recommend the ways through digital marketing assists Apple UK to increase theirprofit and revenue Research questions:What do you understand by the concept of digital tools for smartphone industry?What are the purpose of marketing being boon or bane for Apple UK?How to interrelate digital tools implementation with marketing activities of Apple UK.?What are recommendation you provide through digital marketing implemented in AppleUK to increase their profits and revenue?1.5 Analysis and frameworksIn order to undertake the present study, researcher needs to collect appropriate data andinformation from different sources that help to find relevant results. This research report is basedon authentic sources so that information which is collected by researcher is appropriate.Furthermore, present study is based on qualitative approach to analyse and interpret data fromdifferent sources. Along with this, information and data gathered that applicable for primary andsecondary techniques (Charan and Dahiya, 2015). Questionnaire has been prepared to designsurvey and secondary information that is gathered from all published resources. Apple UK isalso able to find relevant information from different journals, books, articles, magazines, etc.Hence, it assists to investigate the effect of different systems to assess importance of digitalmarketing. Along with this, it is also useful to find that digital marketing is boon or bane. Along with this, it determines relevant work from different sources that helps tounderstand new system in market which also assists to analyse study. There is one anotherapproach qualitative which would be considered as framework to understand different outcomesin an effective way (Lobstein, Landon and Jernigan, 2017). Hence, researcher is able investigatethe effects of digital marketing on smartphone industry. Although, in the present research, this3
method has not been used because with quantitative information, researcher is able to getappropriate information. 1.6 Significance of the studyNowadays, world is moving from digital marketing so that it will create a direct impacton different areas of life. It includes work and businesses that promote desired results to maintainsignificant growth at workplace. Increasing use of smartphone and computer tablets make thework easier and get more prominence (Torous and Roberts, 2017). It is also helpful in becomingthe factor of growth and sustenance of enterprise. Executives also help to make proper use ofdigital marketing that increases internal communication with staff members and maintaincorporate training. Following is the certain significance of research study for digital marketing:Business relations: Smartphone and social media assists enterprises to connect customersin an effective way. It assists to establish credibility towards particular brand with imagethat is portrayed (Doorey, Wilcox and Eastin, 2017). It contributes part towards sales andrevenue increment in a successful manner. Furthermore, digital marketing also helps todistribute information across the members to make success in business. Digital marketing: Digital marketing is also an important element that helps to create thelatest trend. However, enterprises are unable to accept the latest trends with newcustomer segments and increase business opportunities (Nyheim, Xu and Mattila, 2015).Hence, organisation creates planning with effective digital marketing strategy thatpromotes products and the services. Time effective and cost effective: To consider digital marketing at workplace ofsmartphone industry, there is less time and cost will be occurring so that it increaseslarger amount of audience at a particular time. Connection and communication help to gowith digital medium that is less expensive and more effective (Cecere, Corrocher andBattaglia, 2015). Brand image: Another significance of digital marketing is more effective and maintainbrand image as well. It assists to improve the image and establish credibility atworkplace. Customers of Apple UK, relay on particular brand so that it helps to makepositive brand image and contribute part for increasing sales and revenue (Charan andDahiya, 2015). 4
1.7 Structure of the dissertationWith respect to consider present dissertation, there are different chapters considered thatare based on certain information and outcomes. It includes certain attributes to conduct researchso that research will be carried out in a significant manner (Dunlop, Freeman and Jones, 2016).Following structure has been followed in the present digital marketing implementation:Chapter 1 Introduction: In this chapter, general information regarding topic anddissertation presented. It helps to meet with overview and purpose of present research. Ithelps to identify digital marketing either boon or bane. Therefore, in this section, aims,objectives and research questions has been prepared that helps to identify informationregarding present topic. Furthermore, background, rationale and company informationalso discussed that assists to carried proper research analysis (Torous and Roberts, 2017).Chapter 2 Literature review: In the present section, researcher needs to focus on previousresearch reviews that are undertaken on selected topic. As per the aim and objectives,different author’s views have been identified that are related with present research. Inorder to carry effective research, digital marketing activities which impact on smartphoneindustry are also identified to focus on reviews of published sources (Kotler, Kartajayaand Setiawan, 2016). Chapter 3 Research methodology: In this chapter, researcher needs to assess differenttools and techniques that help to conduct present program. There are two types of dataconsider such as primary and secondary. These information helps to investigate theimpact of digital marketing on smartphone industry. These tools and techniques help toassess the business performance with designing quantitative information. Questionnairehas been designed to conduct survey for particular research topic (Charan and Dahiya,2015). Along with this, sample size has been taken is around 50 employees of Apple UK.Chapter 4 Data analysis: It is another chapter in which data gather and identify theirrelevancy towards present research. It helps to focus on different resources thatanalysishas been undertaken to carrying present research in effective manner (Nyheim,Xu and Mattila, 2015). Chapter 5 Discussion and findings: It is the fifth chapter in which researcher considerdiscussion and findings from data analysis. It would be beneficial to ascertain significant5
advantages in whole research program. With the consideration of effectiveness, it can bestated that discussion helps to provide proper findings in whole program. Chapter 4 Conclusion and recommendation: It is last chapter in which researcher needto make conclusion and recommendations on the basis of discussion and findings. On thebasis of different themes, literature review, etc. research conclusion and recommendationhas been made Along with this, suggestions are also made towards digital marketing thathelps to understand importance of smartphone industry (Nyheim, Xu and Mattila, 2015).6
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