Impact of Digital Marketing for Promotion of Products and Services: A Study of Next PLC

This research paper discusses the impact of digital marketing for promotion of products and services on Next PLC. It includes a literature review, research methodology, findings and analysis, and recommendations.

Dissertation
1

Abstract
Digital marketing is a modern marketing method which allow organisation to use internet,
social media, mobile devices and search engines in order to grab attention of large base of
audience. With the help of different types of digital marketing platforms large organisation like
Next Plc can promote its services and products efficiently and can maximise conversions and
sales.
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Abstract............................................................................................................................................2
Introduction......................................................................................................................................4
Background of the research topic...........................................................................................4
Rationale of study...................................................................................................................4
Research questions.................................................................................................................5
Research aims and objectives.................................................................................................5
Literature Review.............................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................9
FINDING AND ANALYSIS.........................................................................................................16
CONCLUSION AND RECOMMEDATIONS.............................................................................27
Conclusion.....................................................................................................................................27
Recommendation...........................................................................................................................28
REFERENCES..............................................................................................................................32
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Introduction
Digital marketing is also known as online marketing which helps organisation to promote
their products, services, brands and make song connection with consumers with the help of
internet and other form of digital tools. Digital marketing is a modern technique or a marketing
method through which organisation can significantly track and monitor their campaigns and can
invest money and time efficiently (Chowdhury, 2021). This will allow them to have better results
and ensure large base of consumer engagement. With the help of different type of digital
marketing platforms such as web-based advertising, social media, email etc organisation can
connect with prospective and current consumers efficiently. Present research is conducted on
Next PLC which is operating its business services British multinational clothing, home product
and footwear retailer. Research discusses the impact of digital marketing for promotion of
products and services on respective organisation.
Background of the research topic
Digital marketing is a significant tool which is undertaken by number of business
organisation in every industrial sector in order to promote their products services and brand. In
any industry to compete it is essential for organisation to take advantage of this marketing
platform in order to influence mindset of larger base of consumers. This marketing platform
provide a significant opportunity through which organisation can interact with consumers and
can influence their purchasing behaviour. Present research discusses the impact of digital
marketing to promote products and services. Along with this research define significance of
digital marketing strategy along with its importance in product promotion. From this research
organisation can have strategies through which they can significantly promote their products
through digitalization.
Rationale of study
In today's business world competition is significantly fierce for which organisation
engaged in aggressive competition to attract mindset of consumers towards organisational
offering. In retail industrial sector of United Kingdom there are number of business organisations
those who are taking advantage of various digital marketing platforms in order to improve their
marketing strategies effectiveness as to enhance sales and profitability. Present report is rational
as it identifies the impact of digital marketing to promote services and products efficiently. From
4

this report organisation can evaluate the ways and strategies through which they can promote
themselves through digitalization and can enhance growth and development opportunities.
Research questions
 What is all the significance of digital marketing strategies?
 How digital marketing will be helpful in product promotion?
 What are the strategies which Next PLC can opt for promoting the products through
digitalization?
Research aims and objectives
Research Aim:
“To determine the impact of digital marketing for the promotion of products and
services”. A study of Next PLC.
Research Objectives:
The objectives of the research are:
 To evaluate the significance of digital marketing strategies.
 To analyse the influence of digital marketing for the promotion of products.
 To identify the strategies which Next PLC can opt for promoting the products through
digitalization?
Literature Review
Significance of digital marketing strategies-
As per the viewpoint of Das, (2021) digital marketing strategy is termed as a set of
planned action that an organisation performs on online platforms in order to fulfil specific
business objectives and goals. It is a process of performing consistent actions in a right time with
the help of suitable online channels with an aim to enhance organisation revenue while making
improvement relationship with consumers. It is a significant strategy through which organisation
can fulfil business objectives. It has been identified that now-a-days internet enhances the use of
digital platforms among consumers. Every individual around the world have excess of at least
one digital media platform. This increases opportunities for business organisations, as with the
help of taking advantage of digital media platforms they can reach to every consumer around the
world and can promote their products and services efficiently. Digital marketing strategy also
enhances competition among industry as it emphasizes upon taking use of technology which
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significantly helps in improving business performance (Gani and Faroque, 2021). Digital
marketing is a significant business strategy which helps organisation to analyse consumers,
market competitors, trends and other business elements. This will significantly help them to you
have in-depth knowledge of the elements prevailing in business environment which significantly
helps in developing a plan. Furthermore, it has been identified that the digital marketing is
significant as it provides real data that will empower organisation to take use of lot of
comprehensive data and information in order to improve business performance. Digital
marketing strategy also helps in structuring business action which will help in creating strategy
through which organisation can increase ROI. In addition to this it has been underlined that with
help of digital marketing business organisation can efficiently save time efforts money and can
enhance margin as a result. It also helps in reconsidering business relationship with audience, as
digital platforms allow company to communicate with consumers during all the stages of buyer's
journey. This significantly helps in adding value to business and consumer relationship.
It has been identified that with the help of digital marketing strategy organisation can have clear
strategic direction through which they can allocate sufficient goals to fulfil targets efficiently.
With the help of digital marketing strategy organisation can have better understanding of
competitors, consumer profile and customer behaviour which will help company to avoid time
and resource wastage. Digital marketing allow organisation to apply digital technologies as well
as media in order to grab attention of consumers towards organisational offerings. With the help
of different digital marketing techniques business organisation can integrate media and
technology and can enhance overall profitability and performance efficiently (Kim and Moon,
2021).There are different type of marketing technologies such as company website, search
engine, mobile app, social media company pages, email and automation, advertising, digital
partnership with other digital companies and more. With the help of lot of techniques
organisation can influence consumers purchasing behaviour efficiently. However, there are some
challenges of digital marketing in which with the help of creating separate digital marketing plan
organisation can analyse opportunities and behaviour at prior stage and can set goals and
strategies accordingly, as in order to ensure long-term sustainability in today's business
environment digital marketing strategy plays essential role through which business organisation
can maximize overall productivity and profitability efficiently.
Digital marketing will be helpful in product promotion
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As per the view point of Nair and Gupta, (2021) digital marketing gives a strategic and
clear direction to an organisation which help them to have better understanding of market and
consumer behaviour. Digital marketing is significantly transforming modern business world as it
provides them a platform and a way to grow the desired business model efficiently. There are
different types of digital marketing strategy which encompasses various tools in techniques
through which business organisation can reach consumers while evaluating their behaviour and
prospective. It has been evaluated that digital marketing is a lower cost technique through which
organisation can target right consumers comparatively to other traditional marketing methods. It
also allows organisation to offer personalized and effective facilities to consumers which helps in
strengthening relationship with them. This platform also helps organisation to make significant
improvement in conversion rate through which organisation can promote their products and
services accordingly in market (Peter and Dalla Vecchia, 2021).Digital marketing is mainly
defined as advertising brand service or product on digital channels such as social media, search
engine, mobile apps and email. In today's business world success is depend on the manner in
which organisation take advantage of digital marketing strategy. With help of taking advantage
of the strategies in a correct manner company can enhance their sales and can add new
consumers and can further ensure long-term growth. There are some of the strategies through
which organisation can enhance their overall sales while adding new consumers. Social media
campaign, content marketing, email marketing etc are different type of digital media marketing
that will be helpful in product promotion. Some of these are being elaborated below:
Face book advertisement
Face book advertisement is one of the most effectual digital marketing methods, as this
digital platform is being used by millions of people around the globe. Face book is having
number of active users which offers a significant marketing platform to an organisation through
which they can offer their products in front of large base of audience. With the help of taking
advantage of Face book ad campaign organisation can set clear goals and can influence attention
of consumers. With the help of experienced digital marketer’s organisation with the help of
strategic planning as well as logistic can use Face book ad campaign and can promote their
products efficiently.
Google ad
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Google ad is also one of the most efficient digital marketing methods through which
organisation can promote their products. Google ad in today's business world is now becoming
one of the commonly utilised digital marketing methods (Suh and Chow, 2021).With the help of
Google ad which is a type of pay per click add organisation can promote their products
efficiently. With the help of Google ad business organisation can advertise products on this
platform and can crab potential of number of consumers. Furthermore, it has been identified that
Google ad perform faster than SEO as helps organisation to get impression and clicks right away.
Strategies which Next PLC can opt for promoting the products through digitalization
As per the viewpoint of Purwanti,(2021) digital marketing is a plan which outlines the
manner in which organisation can efficiently accomplish business or marketing goals via online
channel such as social media and search media. Digital marketing is one of the most efficient
strategic tools through which business organisation can grab attention of large base of consumer
segments. Furthermore, it has been evaluated that digital marketing strategy mainly includes
social media campaign which basically include partnership with content marketing strategy,
influencers which help organisation to drive sales and profitability. In today's business digital
media strategy is critical as it helps organisation to enhance competitiveness with the smart
approach. With the help of digital marketing strategy business organisation can accomplish their
goals in cost-effective manner and can drive successful results efficiently. In terms with Next
PLC, it is essential for company to undertake advantage of different type of digital marketing
strategy through which they can promote their products via digitalization. This will help
organisation to significantly enhance competitiveness and profitability in industry.
Social media marketing
Social media market is mainly inclusive of using social media platforms in order to
connect with audience. In this organisation aim towards building brand, enhancing sales and
driving website traffic. Different type of social media platforms like Instagram, Face book,
LinkedIn, Twitter, YouTube and Snap chat is providing significant opportunity to business
organisations through which they can promote their products and services efficiently. It has been
evaluated that social media marketing mainly helps in building brand awareness and enhancing
conversions rates. With the help of different social media marketing campaigns organisation can
make their products and services feature on more than one social media platforms and can target
audience effectively. It has been evaluated that social media marketing is a significant platform
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through which Next PLC can enhance brand awareness and can maintain organisation reputation
while building strong base of consumers (Redjeki and Affandi, 2021).Large page of individuals
around the world are taking use of social media platforms which enhances Next PLC opportunity
to grab attention of consumers on different geographical regions. In addition to this it has been
identified that with the help of relying social media marketing Next PLC can also highlight
positive shopping experience of consumers and can enhance our customers trust and loyalty
towards organisation. This will also help them to measure a direct impact on the overall revenue
and sales.
RESEARCH METHODOLOGY
Introduction
Research methodology is defined as a specific form of technique or procedure which is
help in identifying, selecting, processing and evaluating information about the selected topic.
With the help of taking advantage of research methodology investigator can critically evaluate
overall study in an effective manner which helps in enhancing validity and reliability. In this
research methodology, research design mainly considered descriptive and exploratory research
designs are used in study. The researcher must also consider research design in order for the
research to effectively aggregate the entire aspect of the resource and keep each and every piece
of information in order to arrive at a most ultimate conclusion.
Research onion
Results onion is inclusive of strategy which includes experimental, research action,
research interview, case study research survey or systematic literature review. There are a
number of layers of research onion which is mainly broken up into 6 main areas that is research
strategy, research philosophy, research approach, research choice, techniques and process.
Research onion play important role as it helps in creating a series of stages under which there are
different type of methods of data collection through which investigator can conduct research in
an appropriate and systematic manner, with the help of taking advantage of appropriate strategies
efficiently.
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Figure 1: Research Onion
(Source: Influenced by Saunders and Bezzina, 2015)
Philosophy of research
Research philosophy acts as a belief about the manner in which data related to a
phenomenon is required to be gathered, evaluated and utilised.It has been underlined that
research philosophy plays important role as it helps and enhancing investigator problem solving
capacity and also aid them analyse problem in an effective manner (Solovyev and Bakanova,
2021).There are four types of research philosophy which include Positivism, interpretivism,
Pragmatism and Realism.In terms with present research investigator will undertake advantage of
positivism research philosophy. Main reason behind selecting this method of research philosophy
is that it helps in stressing the importance of conducting quantitative research as to evaluate and
analyse overview of society as a whole.This method will assist investigator to determine the
methodological approach which is undertaken while emphasizing upon quantitative and logical
approaches.
Approach to research
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Research approach is defined as plan and procedures for research it helps in emphasizing
upon broad exemptions to detail methods of data analysis collection and interpretation. There are
mainly two forms of research approaches which is inductive and deductive (Beerbaum, 2021).In
terms with present investigation investigator will undertake use of deductive approach as it helps
in explaining causal relationship between constant and variable and also help in measuring
concepts in a quantitative manner. The primary reason behind taking advantage of deductive
approach is it helps in generalizing research findings at certain extent with the help of better
testing of numeric data and facts.
Strategy of research
Research strategy is defined as a step-by-step plan of action which provides investigator
direction to their efforts and thoughts and also enable them to conduct research in a systematic
manner as to produce quality results. Research strategies play important role in research as it
helped researcher to choose the right data collection and analyse process. There are different
types of research strategies such as research observation, action research, survey etc.In terms
with present report investigator will undertake use of survey as it is most suitable form of method
which helped investigator to obtain sufficient data from selected sample size from large base of
population as to draw a valid conclusion. Primary reason behind selecting this method is that it
will help in accomplishing research objectives.
Choices of method
In order to conduct research, it is essential for investigator to undertake use of appropriate
choice of methods to acquire data and information. Quantitative and qualitative are two forms of
research method which helps investigated to conduct in depth analysis of the selected topic
(Thomas, 2021). Quantitative research is regarded as among the most effective research methods
since it focuses on numerical data and proper numbers, that can also help deliver different and
unique information from the target audience. Quantitative research technique is basically focused
with a certain strategy, namely the deductive approach, in which the researcher can project the
results using a specific theory. This study will make use of specialized systems in order to
generalize the findings and analyzing the results. Quantitative research is useful for ensuring the
accuracy & feasibility of a specific research area. There are a variety of sources available, and
this researcher can efficiently acquire adequate responses in a quantitative manner using them.
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Questionnaires, internet surveys, and offline surveys are examples of such procedures.
Quantitative research is mostly regarded by researcher in order to carry out this present study,
and further researcher opts for the questionnaire approach in order to obtain adequate responses
from the respondents. Quantitative replies are easy to quantify, & researchers may collect
uncomplicated responses from the intended audience, which can help keep the research's value
high. Researchers can obtain quantitative responses in numeric form using the main data
collection approach. This is also regarded as the most effective and practical strategy in the
context of research because it may assist in providing in-depth knowledge and comprehension of
the study topic. The major goal of qualitative research is to keep the research project's quality
high such that the researcher can add more value to it and use it as a foundation for future
research. The primary goal of qualitative research is to retain the research's efficiency just so the
researcher may generalise the good data using an inductive technique. The researcher can
effectively generalise the effective and valuable information with the support of prior research
and do it in a creative new way using this technique, which keeps the research's innovation &
also creative manner. There are a variety of resources accessible to help this researcher
effectively generalise qualitative research, including observation, interviews, face-to-face
interviews and telephone interviews. In order to complete the current study Qualitative research
is also taken into account because that can aid to ensure the research's credibility while also
increasing its efficacy. Such research is beneficial in improving the researcher's in-depth
understanding so that they may readily look forward more to future research. In this study,
qualitative research is beneficial in keeping the literature review in mind while also identifying
secondary study findings
In order to conduct present investigation investigators will undertake advantage of
quantitative research. Main reason behind selecting this method is that it will help in collecting
data and information and statistical and numerical form which is easy to collect and analyse.
With the help of this investigator can gain benefit in terms of better presentation of collected data
in attractive and systematic way with the use of charts and tables.
Data collection and analysis
Data collection and analysis plays important role in research as it helps in acquiring
appropriate data and information to conduct research in appropriate manner. Primary and
secondary are two types of data collection method which help investigator to acquire relevant
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and feasible amount of data to fulfil research objectives (Urcia, 2021). Primary data collection is
considered as the reporting in the data collection process, in which researcher gathers
information and data from a random selection population. Most popular sources of primary data
include questionnaires, interviews, observation & discussions. In this study, the survey
questionnaire is being used. Secondary research is also regarded by the researcher in order to
conduct this project in an acceptable method so that his search may successfully frame the better
outcomes. Through qualitative research, researchers may successfully work on the review of the
literature and extrapolate the crucial knowledge from earlier study, allowing them to effectively
select certain specific information that they can utilise as secondary research findings. This study
is really about the dental clinic's inventory and operations, thus many types of ways are being
considered as to why the dental clinics need to keep its inventory as well as other procedures.
In terms with present research investigator will undertake use of both primary and
secondary source of data collection. In terms with primary investigator will acquire first hand
and authentic information with the help of questionnaire in which investigator acquired
viewpoint of selected group of individuals. While in terms with secondary data with the help of
literature review investigator will evaluate past findings and research work. In terms with
primary data investigator will take use of frequency table and pie chart in order to conduct
research in a systematic way.
Sampling
Sample is defined as group of individual, item or object which is undertaken from a
larger population. Sampling means selecting the group of individuals from which collection of
data is required to be required to conduct present research (Nayak and Singh, 2021). There are
two sorts of sampling procedures: probability sampling techniques and non-probability sampling
methods. To conduct this study and maintain the research's conformability, the researchers
identified probability sampling that could be used to randomly target a population and obtain
useful answers, allowing the researcher to establish ethical issues and enhance the study's
efficacy. There are two types of sampling method which is probabilistic and non- probabilistic.
To conduct present investigation visitor will undertake use of probability sampling method in
which with the help of random sampling method researcher acquire viewpoint of 40 respondents.
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Main reason behind selecting this method is that it helps in providing equal opportunity to every
respondent and helps in acquiring data.
Ethical consideration
In order to conduct research, it is essential for investigator to emphasize upon ethical
consideration as it helps in conducting research in efficient manner which helps in enhancing
process viability. Ethical consideration plays important and critical part of a research in which
investigator can follow ethical process to complete research. These terms are thought to become
the most efficient terms for improving the effectiveness of a research project since it is necessary
for the researcher to preserve the research project's validity, reliability & ethical concerns. It has
been discovered that the validity and also reliability of the research is kept with the help of
making a suitable and using sample strategies, the researcher can effectively keep the reliability
but also gathering procedure.
In terms with present research and emphasize upon certain aspects such as Data
Protection Act, 1998 which helps in providing security of data collected from respondents and
helps in securing and maintaining privacy of respondents those who are engaged in this research.
Questionnaires
QUESTIONAIRES
Q1. Do you aware about the term digital marketing?
Yes
No
Q2. What are the various significances of digital marketing strategies?
Increase ROI
Global reach
More Cost Effective
Q3. What are the various strategies which Next PLC can opt for promoting the products
through digitalization?
Social media marketing
Email marketing
Content marketing
Q4. What are the key challenges faced by Next Plc with application of digital marketing
14

strategies in product promotion?
Managing website
Understanding technology and tools
Q5. What are the effective ways to overcome from the challenges faced by organisation by
using different digital marketing strategies?
Making use of trending technology
Use of strong fire walls and cloud computing
Selection of most viable digital platform
Q6. What are the key factors which represents the essential role of digital marketing on
Next Plc success and growth?
Meeting the needs of customers
Ensuring regular feedback
Effective way to conduct market survey
Q7. What are the several threats related to privacy and security that Next Plc has to face
while using digital marketing strategies?
Email marketing risk
Threat to data privacy of consumer
Social media disruption
Q8. According to your point of view, Is application of digital marketing strategies is helpful
in product promotion of company?
Yes
No
Q9. As per your view point, what are the impacts of using digital marketing strategies by
company in their product promotion?
Positive impact
Negative impact
Q10. Any suggestion for further improvement?
Summary
From the above-mentioned analysis, it has been identified that investigators will
undertake use of appropriate research methods and techniques to fulfil research objectives in a
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well define an effective manner. With help of taking advantage of primary and secondary form
of data collection method appropriate information and data will be gathered which helps in
conducting research in efficient way.
FINDING AND ANALYSIS
Respective section is depends upon the information that is gathered by both primary and
secondary methods. Herein, the data would be ascertained with formulation of questionnaires
asked by respondents. In simple term, it can be evaluated that data analysis and findings assists
in reaching the appropriate outcomes in effectual and efficacious manner.
Data Analysis
Data analysis is the process to interpret vast information to have understanding the
purpose of research. It is used to reduce large data into smaller fragment to make easier to find
out patterns. Moreover, this is also regarded as the systematised methods that are applied by
researcher for examining the data related to digital marketing strategies in product promotion
(Bizhanova and et. al., 2019). Apart from this, it is vital for the researcher to focus on the data
and ensure about its authenticity as this improve work effectively. Additionally, for evaluating
the quantitative information, frequency distribution analysis have been utilised. With this
particular method, researcher may able to developed frequency distribution table and classified
overall table into singular way. Furthermore, this would aids researcher in attaining overall
research on specified period systematically. Also, within it, frequency table is also formulated
which highlights several perception of employees in selected topic.
Frequency Distribution Table
Q1. Do you aware about the term digital marketing? Frequency
Yes 35
No 5
Q2. What are the various significances of digital marketing strategies? Frequency
Increase ROI 18
Global reach 12
More Cost Effective 10
Q3. What are the various strategies which Next PLC can opt for
promoting the products through digitalization?
Frequency
16

Social media marketing 25
Email marketing 10
Content marketing 5
Q4. What are the key challenges faced by Next Plc with application of
digital marketing strategies in product promotion?
Frequency
Managing website 30
Understanding technology and tools 10
Q5. What are the effective ways to overcome from the challenges faced
by organisation by using different digital marketing strategies?
Frequency
Making use of trending technology 10
Use of strong fire walls and cloud computing 10
Selection of most viable digital platform 20
Q6. What are the key factors which represents the essential role of
digital marketing on Next Plc success and growth?
Frequency
Meeting the needs of customers 15
Ensuring regular feedback 10
Effective way to conduct market survey 15
Q7. What are the several threats related to privacy and security that
Next Plc has to face while using digital marketing strategies?
Frequency
Email marketing risk 4
Threat to data privacy of consumer 26
Social media disruption 10
Q8. According to your point of view, Is application of digital marketing
strategies is helpful in product promotion of company?
Frequency
Yes 36
No 4
Q9. As per your view point, what are the impacts of using digital
marketing strategies by company in their product promotion?
Frequency
Positive impact 32
Negative impact 8
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Q10. Any suggestion for further improvement?
Interpretation
Theme 1: About the term digital marketing.
Q1. Do you aware about the term digital marketing? Frequency
Yes 35
No 5
Yes No
0
5
10
15
20
25
30
35
35
5
Series1
Interpretation: Digital marketing is also known as online marketing which helps
organisation to promote their products, services, brands and make song connection with
consumers with the help of internet and other form of digital tools. Additionally, Digital
marketing is a modern technique or a marketing method through which organisation can
significantly track and monitor their campaigns and can invest money and time efficiently
(Chaffey and Ellis-Chadwick, 2019). So, as per the above graph, it has been interpreted that
digital marketing plays vital role in present times. Among 40 respondents, 35 are in favour of yes
and rest 5 of them are responding towards no.
Theme 2: Various significances of digital marketing strategies.
Q2. What are the various significances of digital marketing strategies? Frequency
Increase ROI 18
Global reach 12
More Cost Effective 10
18

Increase ROI Global reach More Cost Effective
0
2
4
6
8
10
12
14
16
18
18
12 10
Series1
Interpretation: Digital marketing strategy is regarded as the process of performing
consistent actions in a right time with the help of suitable online channels with an aim to enhance
organisation revenue while making improvement relationship with consumers. It is a significant
strategy through which organisation can fulfil business objectives. There are various significance
of digital marketing strategies that are, improved conversion rates, global reach, become more
cost effective and others (Purwanti, 2021). So, as per the above graph, it has been interpreted that
among 40 respondents, 18 are responding towards increase ROI, 12 are in favour of global reach.
And rest of them that is 10 are saying more cost effective.
Theme 3: Various strategies which Next PLC can opt for promoting the products through
digitalisation.
Q3. What are the various strategies which Next PLC can opt for
promoting the products through digitalization?
Frequency
Social media marketing 25
Email marketing 10
Content marketing 5
19

Social media
marketing Email marketing Content marketing
0
5
10
15
20
25
Series1
Interpretation: There are various strategies such as social media marketing, email
marketing, content marketing and many more which Next Plc can opt for promoting the products
through digitalisation. So, as per the above graph, it has been interpreted that among 40
respondents, 25 are in favour of social media marketing, 10 are in favour of email marketing and
rest 5 of them are saying content marketing. So, through interpretation social media marketing is
essential digital marketing strategy as with the help of different social media marketing
campaigns organisation can promote their products and services feature on more than one social
media platforms and can target audience effectively (El Junusi, 2020). It has been evaluated that
social media marketing is a significant platform through which Next PLC can enhance brand
awareness and can maintain organisation reputation while building strong base of consumers.
Theme 4: Key challenges faced by Next Plc with application of digital marketing strategies in
product promotion.
Q4. What are the key challenges faced by Next Plc with application of
digital marketing strategies in product promotion?
Frequency
Managing website 30
Understanding technology and tools 10
20

Managing website Understanding technology
and tools
0
5
10
15
20
25
30
30
10
Series1
Interpretation: There are various key challenges such as managing websites,
understanding technology & tools and others which are faced by Next Plc with application of
digital marketing strategies in product promotion. So, as per the above graph, it has been
interpreted that among 40 respondents, 30 are in favour of managing websites as they have
knowledge that if firm’s websites is not managed effectively, thereafter this becomes tough for
them for attracting as well as converting leads. Additionally the problems related with managing
websites may manage by forming finest content for designing an appealing websites that is
simple for navigation (Yoga, Korry and Yulianti, 2019). And rest 10 of them are responding
towards understanding technology & tools. Therefore, managing website is key challenge for
Next Plc with application of digital marketing strategies in product promotion.
Theme 5: The effective ways to overcome from the challenges faced by organisation by using
different digital marketing strategies.
Q5. What are the effective ways to overcome from the challenges faced
by organisation by using different digital marketing strategies?
Frequency
Making use of trending technology 10
Use of strong fire walls and cloud computing 10
Selection of most viable digital platform 20
21

Making use of
trending
technology
Use of strong fire
walls and cloud
computing
Selection of most
viable digital
platform
0
2
4
6
8
10
12
14
16
18
20
10 10
20
Series1
Interpretation: There are various effective ways that are making use of trending
technology, use of fire walls and cloud computing, selection of most viable digital platforms and
many others. So, as per the above graph, it has been interpreted that among 40 respondents, 10
are in favour of making uses of trending technology, 10 are responding towards utilisation of
strong fire walls and cloud computing as well as rest 20 of them is saying selection of most
viable digital platform. Therefore, from interpretation, it has been analysed that option of
selecting most viable digital platform is effective way. As they know that, it is crucial for
grabbing the attention and generating huge traffic on websites to assure success of digital
marketing strategy. Moreover, the several platforms that includes Instagram, face book, and so
on are essential platform for Next plc that facilitates assess as well as reaching towards clients at
international level (Suryani and Margery, 2020).
Theme 6: Various key factors which represent the essential role of digital marketing on Next
Plc’s success and growth.
Q6. What are the key factors which represents the essential role of
digital marketing on Next Plc success and growth?
Frequency
Meeting the needs of customers 15
Ensuring regular feedback 10
Effective way to conduct market survey 15
22

Meeting the needs
of customers Ensuring regular
feedback Effective way to
conduct market
survey
0
2
4
6
8
10
12
14
16
15
10
15
Series1
Interpretation: There are various key factors which represent essential role of digital
marketing on Next Plc’s success and growth. Some of the factors are meeting consumer needs,
ensuring regular feedback, effective way to conduct market survey and many others (Shi, 2020).
So, as per the above graph, it has been interpreted that out of 40 respondents, 15 are responding
towards meeting the needs of customers, 10 are in favour of ensuring regular feedback and rest
15 of them are saying effective way to conduct market survey.
Theme 7: Several threats related to privacy and security that Next Plc has to face while using
digital marketing strategies.
Q7. What are the several threats related to privacy and security that
Next Plc has to face while using digital marketing strategies?
Frequency
Email marketing risk 4
Threat to data privacy of consumer 26
Social media disruption 10
23

Email marketing
risk Threat to data
privacy of
consumer
Social media
disruption
0
5
10
15
20
25
30
4
26
10
Series1
Interpretation: There are several threats related to privacy and security that Next Plc has
to face while using digital marketing strategies. Some of the threats are email marketing risk,
threat to data privacy of consumer, social media disruption and many others. So, as per the above
graph, it has been interpreted that among 40 respondents 4 are saying email marketing risk, 26
are in favour of threat to data privacy of customers and rest 10 of them are responding towards
social media disruption. So, from the responses of the respondents, it has been analysed that
threat to data privacy of customer is the key threat. As for Next Plc clients data is treasure trove
as well as for hackers, it is the gold mine who steal, password, personal data and others. Also, the
data breach has consequences within cooperation of client’s accounts in millions and bad
publicity for organisation.
Theme 8: Is application of digital marketing strategies is helpful in product promotion of
company.
Q8. According to your point of view, Is application of digital marketing
strategies is helpful in product promotion of company?
Frequency
Yes 36
No 4
24

Yes No
0
5
10
15
20
25
30
35
40
36
4
Series1
Interpretation: As per the above graph, it has been interpreted that among 40
respondents, 36 are in favour of yes and rest 4 of them are responding towards no. So, this has
been analysed that application of digital marketing strategies is helpful in product promotion of
company because there are different types of digital marketing strategy which encompasses
various tools in techniques through which business organisation can reach consumers while
evaluating their behaviour and prospective. It has been evaluated that digital marketing is a lower
cost technique through which organisation can target right consumers comparatively to other
traditional marketing methods. It also allows organisation to offer personalized and effective
facilities to consumers which helps in strengthening relationship with them (Das, 2021). This
platform also helps organisation to make significant improvement in conversion rate through
which organisation can promote their products and services accordingly in market.
Theme 9: Impacts of using digital marketing strategies by company in their product promotion.
Q9. As per your view point, what are the impacts of using digital
marketing strategies by company in their product promotion?
Frequency
Positive impact 32
Negative impact 8
25

Positive impact Negative impact
0
5
10
15
20
25
30
35
32
8
Series1
Interpretation: There essentially two impacts positive and negative of using digital
marketing strategies by company in its product promotion. So, as per the above graph, it has
been interpreted that out of 40 respondents, 32 are in favour of positive impact and rest 8 of them
are responding towards negative impact. Some of the positive impacts are enhance their sales
improvement in conversion rate, attract more number of new consumers and many others.
Theme 10: Any suggestion.
Q10. Any suggestion for further improvement?
Interpretation: From the above analysis, various suggestion has been provided to Next Plc for
further improvement that are as follows:
 Selecting most viable digital platform would be used by Next plc because it is the
effective way. As they know that, it is crucial for grabbing the attention and generating
huge traffic on websites to assure success of digital marketing strategy. Moreover, the
several platforms that includes Instagram, face book, and so on are essential platform for
Next plc that facilitates assess as well as reaching towards clients at international level.
 This is also suggested that, they have to opt social media marketing as it is essential
digital marketing strategy. With the help of different social media marketing campaigns
organisation can promote their products and services feature on more than one social
media platforms and can target audience effectively. It has been evaluated that social
26

media marketing is a significant platform through which Next PLC can enhance brand
awareness and can maintain organisation reputation while building strong base of
consumers.
CONCLUSION AND RECOMMEDATIONS
Conclusion
According to this research study, it can be concluded that digital marketing often referred
as online marketing, it is considered as the specific component of the marketing which uses and
implement the internet and another kind of digital resources in order to help the organisations
and promote their specific products, services and also enhance the market value all around the
world. Through this research, it is determined that digital marketing is considered as the new
approach or advertising tool which allows all the businesses to manage and also monitor their
campaigns in real time while saving money and time. With the help of this research, it is
identified that organisation can get the greater outcomes via digital marketing. Companies can
also improve their customer’s base and customer loyalty. Through this study , it is analysed that
the applicability of digital marketing is more because it provides an organization with a strategy
and clear direction, allowing them to have a deeper grasp of the market and consumer behaviour.
Digital marketing is revolutionizing the modern company environment by providing a platform
and a method for efficiently growing the desired business model. There are several types of
digital marketing strategies, each of which includes a variety of tools and approaches for
reaching out to customers while assessing their behaviour and prospects. In comparison to other
traditional marketing approaches, it has been determined that digital marketing is a less
expensive method for businesses to target the proper customers. It also enables businesses to
provide consumers with individualized and effective services, thereby improving their
relationships with them. This platform also assists organizations in significantly increasing
conversion rates, allowing them to market their products and services more effectively. Through
effective techniques of digital marketing, organizations can effectively communicate with the
prospective and current customers using various kinds of digital marketing platforms like web-
based advertising, social media, mail and many others. This report discussed about the influence
27

of digital marketing techniques in the promotions and other advertisement activities of the
organisation. Some specific techniques of digital marketing are utilised in this research such as
social media marketing, search engine optimization, email marketing, content marketing, video
marketing, affiliate marketing, web advertising and many others. On the basis of this current
study, it is determined that large organisations are mainly adopting digital marketing and social
media marketing so that company can effectively enhance their business operations and
advertise their goods and services appropriate at the whole market place.
Recommendation
As per the above discussion about the significance of the digital marketing and its
effective techniques, some specific recommendations are recommended by the researcher which
will helpful to enhance the overall development of the Next Plc. The explanation about the
researcher recommendations are as follows-
 On the basis of this study, it is analysed that digital marketing techniques are work like a
specific strategies which can useful to maintain the promotional activities of the
organisations. Through digital marketing Next Plc can effectively prepare an actions
plan and carry out by a company on the online platforms in order to achieve the
commercial development objectives of the Next Plc. Some specific digital marketing
techniques need to be utilise by the organisation like affiliate marketing and pay per
click, content marketing. As per the current scenario of the Next Plc. , it is analysed that
company need to start some appropriate campaign so that company will reach more
customers in the local areas (Ali and et.al., 2016).
 Digital marketing is work like a method which is carrying out constantly so that Next Plc
managers can take appropriate actions at the proper moment using appropriate online
channels in order to increase company revenue while improving customer relationships.
As per this point , it is recommended that Next Plc marketing manager need to prepare an
marketing plan and target those segment which can useful to maintain improve the
advertising of the products and services (Chaffey and Ellis-Chadwick, 2016).
 It is also containing as a crucial approach that allows the Next Plc to accomplish the
goals. It has been determined that the internet nowadays encourages the consumers to
utilise digital platforms. Every person on the planet owns an excess of at minimum one
28

digital media platform. This expands commercial opportunities because, by using digital
media platforms, businesses can reach out to every client on the planet and effectively
sell goods or services (Confos and Davis, 2016).
 As per this study, it is recommended that it is necessary for the company to adopt digital
marketing plan and also full fill all the considerations of this plan so that manager of the
Next Plc can maintain their market development globally. The importance of digital
marketing is more because it can helpful to maintain the market growth rate of the
organisations and also helpful to analyse the exact situations of the organisational goods
and services (Dahl, 2021).
 It is determined that digital marketing allows the Next Plc to utilise the digital technology
& media to draw customers' attention to their products and services. Business
organizations can connect media and technology with the use of various digital marketing
tactics, resulting in increased overall profitability (Kannan, 2017).
 It is recommended that marketing manager of the Next Plc need to utilise some specific
techniques like business websites, Google search, mobile apps, social media company
WebPages, email & automation, and advertising, digital partnerships with other digital
organizations and more are examples of marketing technology. Organizations can
effectively influence consumers' purchasing behavior using a variety of approaches.
However, there are a few obstacles of digital marketing, such as trying to analyze
opportunities and behavior ahead of time and setting goals and strategies accordingly, as
in order to ensure long-term sustainability in today's business climate, a digital
advertising strategy is very important in use should profitability (Parkin, 2016).
 Digital marketing is one of the most effective strategic instruments for catching the eye of
a huge number of consumer categories. Moreover, it has been determined that a digital
marketing primarily consists of a marketing campaign, which entails a collaboration with
a content marketing strategy and the use of influencers to help an organization increase
productivity and revenue. In today's corporate world, a digital media strategy is crucial
since it enables organizations to improve their competitiveness through a strategic
approach. With the support of a digital marketing plan, a firm may achieve its objectives
in a cost-effective manner and get successful outcomes quickly.
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 In terms of NextPLC, it is critical for businesses to take use of various types of digital
marketing strategies to advertise their products through digitization. This will assist
company in the dramatically increasing their competiveness in the sector. In order to deal
with the competition company need to use content marketing so that company can attract
more customers (Parsons and Lepkowska-White, 2018).
 On the basis of this research, it is recommended that the usage of social media market is
increasing rapidly because it can helpful to improve the connection of the organisation
with the customers. Through social media platforms to communicate with audiences. The
goals of this organization are to establish a brand, increase sales, and increase internet
traffic. Various social media sites, such as Instagram, Facebook, LinkedIn, Twitter,
YouTube, and Snap chat, are giving major opportunities for businesses to effectively
promote their products and services (Sayyad and et. al., 2018).
 It is determined that social media advertising mostly aids in the development of brand
awareness and the improvement of conversion rates. Organizations can use few specific
social media marketing campaigns to promote their products and services across several
social media platforms and efficiently target audiences. It has been determined that social
media marketing is an important platform for Next PLC to increase brand awareness and
retain its credibility while growing a strong customer base.
 A significant number of people all around the world are using social media platforms,
which gives Next PLC a better chance to attract customers in different parts of the world.
Furthermore, it has been determined that by focusing on social media advertising, Next
PLC may emphasize excellent shopping experiences of customers and increase our
customers' confidence & loyalty to the company (Slavova, 2016). This will also assist
them in determining a direct influence on overall sales and profit. It is recommended that
Next Plc need to use display advertising , mobile marketing and also influencer
marketing in order to improve their promotional activities of their goods and services
(Yadav and Rahman, 2018).
30

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