Effects of Digital Marketing Campaign on Luxury Brand Performance: A Study on Ted Baker, UK

Dissertation

Table of Contents
INTRODUCTION...........................................................................................................................4
Background of the organisation...................................................................................................4
Problems statement......................................................................................................................4
Rational of the research...............................................................................................................5
Research Aim...............................................................................................................................5
Research Objectives.....................................................................................................................5
Research Questions......................................................................................................................5
Scope and limitation of the research............................................................................................5
LITERATURE REVIEW................................................................................................................6
REFERENCES..............................................................................................................................11
Books and Journals:...................................................................................................................11

Title: To understand what are the effects of a successful digital marketing campaign on luxury
brand performance

INTRODUCTION
Digital marketing campaign can be understood as the implementation and execution of
marketing strategy among the entire communication channels so the company can engage more
customers with their brand, product and services. It has been termed as the effort put by the
markets on their online marketing in order to drive conversions, engagement, traffic to increase
the revenue of the company. It includes various channels such as social media, website, Content,
SEO addition to Ads (Azoury. and Daou, 2020). To define the concept of Digital marketing
campaign the selected company is Ted Baker which is the luxury brand and located in the UK.
The report covers the impact of the digital marketing campaign on the performance of
organisation. Further, it defines the concept along with benefit of digital marketing campaign on
the development of business. At last it highlights the potential digital marketing campaign with
models which enhance the growth of firm.
Background of the organisation
In recent times, most of the firm use online platform to promote their brand, product and
services across the globe. It enables the management of the company to add value to the targeted
customers along with use various communication channels such as email, social media and many
more in order to increase the effectiveness of the company (Booth, 2019). The selected company
is Ted Baker which deals in the fashion items and offer high standard quality product to the
people in UK. It was established by the Ray Kelvin in 1988 at Galsgow, UK. It is the street
clothing retail firm which deals in various items such as shirts, suits, dresses with proper original
detailing.
Problems statement
The problem statement of this topic and research as it has been determining that Ted Baker use
traditional method of marketing in their company which affect the performance and profitability
in recent times. As new start up use innovative techniques and execute digital strategy which
reduce the customer base of the company. In digital world it is important for the firm that they
use digital marketing in their promotional activities which helps them to engage the people and
convert the target audience into loyal customers in order to gain completive advantage over
competitors (Dobscha, 2019).