Role of digital marketing strategies in transforming the business and motivating customer purchasing decision

This research plan aims to determine the role of digital marketing strategies in transforming the business and motivating customer purchasing decision. The study will focus on Barclays bank and use survey method to collect data from 100 customers. Statistical analysis will be used to analyse the data.

Research plan
(Role of digital marketing strategies in
transforming the business and motivating
customer purchasing decision)

Table of Contents
INTRODUCTION...........................................................................................................................3
1.1 Research Background............................................................................................................3
1.2 Problem statement.................................................................................................................3
1.3 Aim and objectives................................................................................................................4
1.4 Research Questions...............................................................................................................4
1.5 Research Significance...........................................................................................................4
1.6 Research rational...................................................................................................................5
LITERATURE REVIEW................................................................................................................6
Different channels of digital marketing strategies used by UK banking industry......................6
Role of digital marketing strategies in terms of transforming business and motivating
customer purchasing decision.....................................................................................................7
Challenges faced while implementing digital marketing strategies to motivate customer
purchasing decisions...................................................................................................................7
RESEARCH METHODOLOGY.....................................................................................................9
REFERENCES..............................................................................................................................12

INTRODUCTION
1.1 Research Background
In recent time companies look at their business and think about the way through which
they can promote their goods and service in the market. The traditional way of marketing has
changed and business are acquiring the strategy of digital marketing. Digital marketing defined
as the process of advertising and promoting the product using various social media platform.
Their are various social media sites through which organisation can promote product such as
Facebook, Instagram, LinkedIn, Twitter and many more (Hussain, Song and Niu, 2020). Digital
marketing strategy play a very crucial role in current era. One of the most effective role of
digital marketing is to garner new market for the company so that they can generate various lead
for their organisation. With the aids of digital marketing companies are transforming their
business operation and function. Another significant role which is played by digital marketing is
changing the perception of the customer as well as motivating them towards the brand. Social
media helps the company to attract more buyers towards the company. As in recent time
consumer are draw a good perception for the organisation, the way they advertise product.
Innovation and creativity are the two vital element when it comes for attraction. This can be
done by using various digital strategies that company uses for their goods and service (Melović
and et. al, 2020).
To execute the current investigation the chosen business organisation is Barclays. It is
British multinational bank whose headquarter is suited in London, England. The universal bank
was founded in the year 1896.
1.2 Problem statement
The main identified problem within the present research is that the company is facing the
issuing of attracting the customer towards their brand. This is because the current era is
digitalisation and buyers are getting attracted towards the brand with the ways company are
promoting their goods and services in social media site. Due to lack of digital marketing
strategies they are not able to motivate their buyers (Dasgupta and Grover, 2019). This on other
side, could not influence the buyers to make purchasing decision for the organisation product and
services. Another problem which company identified is using those strategies through which
they can transfer their business in better way as per the modern needs and wants.

1.3 Aim and objectives
Research aim
To analyse the role of digital marketing strategies in transforming the business and
motivating customer purchasing decision. A study on Barclays
Research objectives
 To determine the different channels of digital marketing strategies used by UK banking
industry
 To examine the role of digital marketing strategies for Barclays in terms of transforming
business and motivating customer purchasing decision
 To investigate the challenges faced by Barclays in implementing digital marketing
strategies to motivate customer purchasing decisions
1.4 Research Questions
 What are the different channels of digital marketing strategies used by UK banking
industry?
 What is the role of digital marketing strategies for Barclays in terms of transforming
business and motivating customer purchasing decision?
 What are the challenges faced by Barclays in implementing digital marketing strategies to
motivate customer purchasing decisions?
1.5 Research Significance
The present research is quite significant as it helps in determining the role of digital
marketing strategies in transforming the business as well as motivating the customer. Digital
marketing strategy of the organisation aids them to attract the buyers attention towards their
product and services. In current digitalisation era, use of social media site are increasing day by
day and for company it is beneficially to use social media site. This is because it helps them to
change the perception of the buyers and motivate them to make purchasing decision in the favour
of the organisation (Behera and et. al,2020). Another significance of the study is that it assist
organisation, marketing manger and the researcher. With the helps of this research they will get
to know about the importance of role of digital marketing strategy. Researcher will be
beneficially as they can use the current investigation as there foundation and execute their future
research on the same topic in more deeper and accurate way. For the marketing manger this
research is important as it helps them in knowing the different marketing strategy that they can

use to promote their product in different social media platform. In last, for organisation this is
vital as they will get to understand the important of digital marketing strategy in the modern time
and hoe they can use in their business and attract buyers (Matarazzo and et. al,2021).
1.6 Research rational
The major rational behind conducting the present research is to gather extensive data in
context of digital marketing strategy and the role of digital strategy in term of motivating
customer. The research will also helps in understanding the different digital marketing strategy
which company can use to attract buyers perception. The present investigation will also highlight
the challenges that organisation face while adopting the digital marketing strategy in their
business. Another rationale for executing the investigation is to build two vital objective such as
personal and professional (Deiss and Henneberry, 2020). The personal objective would be
attained as various skills are being build in the researcher. These skills are communication skill,
time management skill, problem solving skill etc. Theses all skills on the other hand, helps in
carrying out the investigation in sound manner and complete the overall project in scientific way.
Whereas in context of professional skills the contemporary research would assist the investigator
to execute future investigation in more deeper and valid manner. This will helps them to get
accurate and appropriate outcome for the chosen topic. Thus, the current investigation is quite
beneficial for attaining the dual perspective in effective and efficient manner (Guo, Wang and
Wu, 2020).

LITERATURE REVIEW
Different channels of digital marketing strategies used by UK banking industry
As per the view of Fu and et. al (2020), digital marketing strategy of the company
positively and negatively impact the business of the company. Company should focus highly on
the their marketing strategy so that they can transform their business as well as attract customer
toward it. Digital marketing is a process to promote and advertise the product and services of the
company on various social media channels. This helps in attracting the large target audience
and change the perception of the buyers. In UK banking industry the digital marketing strategy
helps them a lot. As with this they can attract wider audience for their bank and gain market
share. For this they are using various digital marketing strategy. Digital marketing strategy is the
collection of planned activities which are performed online so that company can gain their goal
through online mode. Some of the digital marketing strategy which are followed by the banking
sector of UK are as:
Content marketing: The first strategy which banks used is content marketing strategy.
In recent digital era this type of strategy is playing significant role as it helps in attracting wider
audience for the bank. Content marketing is art of writing a story for the product and services of
the company. Using this method valuable information is being written so that attention of the
consumer can be gained. The impact of this strategy is that with the creative information buyers
perception can be changed and company can take profitable action. This strategy also helps the
banks to make strong relation with the potential customer (Munsch, 2021).
Search engine optimisation: The most vital strategy which is used by the banking
strategy is Search engine optimisation. This is one of the tactics strategy which helps the
organisation in large manner in recent time. It is the method through which company rank their
website on the top of the search engine. It is the best way through which organisation can
generate leads for their company. This is also on of the vital method to motivate buyers to
purchase goods and service of the company. The quality leads of the bank can also be generate
using this as company block traffic for may rivalry firms (Prasad, Garg and Prasad, 2019).
Some of the other digital marketing strategy which banks can use search engine marketing,
Social media marketing and many others.

Role of digital marketing strategies in terms of transforming business and motivating customer
purchasing decision
According to the view of Peter and Dalla Vecchia (2021), role of digital marketing
strategy in the business is very significant. In the era of digitalisation acquiring the strategy of
digital marketing is very vital because it change the way of working in flexible and smooth
manner. Some of the role which are played by the digital marketing strategy are as:
Generate leads: The first role of digital strategy is to generate lead for the company
using technology and networks. With the acquisition of digital marketing strategy promotion are
done in innovative and creative way which helps the banks to gain lead for their organisation.
Large audience can be targeted in single go and in less time (Zafar and et. Al, 2021).
Change consumer perception: Another role of digital marketing strategy is to change
the perception of the buyers and motivate them for the company. With various innovative and
creative manner organisation attract the attention of the consumer and change their decision
making process towards the company (Hanlon, 2019).
Improving business performance: Digital marketing plays a significant role in
improving the business performance of company. It helps in reaching to large number of
customer due to which the performance and productivity of business increases. The
implementation of new technology helps in enhancing the business activities of business.
Challenges faced while implementing digital marketing strategies to motivate customer
purchasing decisions
As per the opinion of Munsch (2021), there are various challenges which are faced
companies while implementing digital marketing strategies to motivate customer purchasing
decision. These issues creates a great impact on the business performance and productivity. The
few challenges which organisation faced while implementing digital marketing strategies are as
follows:
Generating quality leads:
Generating quality leads is one of the digital marketing strategies which are faced by
company in order to motivate customer to make purchase decision. It becomes difficult for
organisation to identify the new customers and attract them towards the product and services of
brand. Generating quality leads is important for an organisation as it helps in enhancing the
profitability and success rate of business. It also helps in driving traffic from high quality of

prospects. Thus, it becomes important to generate leads and boost the motivation level of
customers so that they can make purchase decision.
Developing effective content:
Developing effective content is also a challenge which is faced by organisation while
implementing digital marketing strategies to motivate consumer purchasing decision. Company
generally face issues related to developing effective content so that they can attract large number
of customer towards the brand (Prasad, Garg and Prasad, 2019). The development of effective
content helps in increasing the engagement and participation of customer which leads to increase
in profitability and sale of business.

RESEARCH METHODOLOGY
Research methodology is defined as the process of identifying, analysing and interpreting
the data. This section helps the investigator to determine the solution for two question which are
which method is used for gathering data and what technique will helps in analysing the
information. Research methodology section plays a very crucial role as through this section right
data for the study is being gathered and analysed (Thomas, 2021). The research outcome also
depends upon the type of data used in the study. Readers of the subject is also interested in this
part as the total validity and reliability of the research is evaluating using the methodology used.
Research methodology further divided into sub parts which are discussed below:
Research philosophy: It can be defined as the process about the type of phenomenon used to
determine the social world. This part helps the researcher to accumulate and evaluates the
information as per the need of the topic so that society can be understood appropriately.
Positivism and interpretivism are the two research philosophy. As per the current investigation,
researcher will be selecting positivism philosophy. The major purpose for selecting this is it will
gather objective data for the study. With the helps of this type of data current trend and pattern in
the community can easily be understand (Sileyew, 2019).
Research approach: Research approach is one of the vital stage in the methodology. The main
reason to carry out this section is that it helps in addressing the research problem in more
accurate way. Approaches are divided into two roots which are deductive and inductive
approaches. In the current investigation, researcher would be choosing deductive approach. The
main reason for this is research problem will be addressed using quantitative data. Deductive
approach test the data instead of building new facts and figure with the assistance of the analysed
data. The approach also helps in identifying the relationship between digital marketing strategy
and consumer purchasing decision (Acharyya and Bhattacharya, 2019).
Research strategy: Research strategy is a step wise guide that assist in collecting the accurate
data for the study. This part give the direction to the thoughts and idea of the researcher. Survey,
systematic literature review, case study, action research, grounded theory and many more are
some type of research strategy. As per the current investigation, investigator has opted for survey
research strategy. The reason for choosing this is it assist in collecting mass data for the research
study. Collecting data in this method is quite easier as less time and cost will be incurred.

Another reason is it will gathers quantitative data from large population at single go (Shields,
2019).
Research choice: Choice give the option to the researcher to collect and analysed information as
per their need and wants. There are two research choice which are quantitative and qualitative. In
the present investigation, researcher will be opting for quantitative research method. This is
because it is the process of collecting and analysing numerical information. Data is gathered in
numbers and figures which aids in attaining aim and objective in more valid manner. Collecting
and analysing numerical information is much easier as compared top non numerical data
(Ratnam, 2019).
Time horizon: Time horizon is the time framework to identify the point at which research need
to complete and how much time the data need to be collected. There are two time horizon which
are cross sectional and longitudinal. As per the current investigation, cross section will be
selecting by the researcher. The purpose for choosing this is it helps in collecting for single time
in a study. As well as investigation will be completed in less time. The cost incurred to complete
and gather the information is also low. Using this method investigator will also observe multiple
variable for the study which helps in attaining the objective in more valuable manner (Fidahic
and et. Al, 2020).
Data collection: Data collection is the process of gathering and analysing information for the
study. It is important to gather data because they helps attaining the true outcome for the
investigation. There are two data collection source which are primary and secondary source. In
the existing investigation, researcher of the study will be opting for both primary and secondary
data collection source. The advantage to use primary data is real time information will be
acquired. Primary source also gather first hand information for the study which is not used by
anyone other. The benefit to use secondary data collection method is second hand data will be
gained which helps in conducting the investigation in deeper way. Secondary data collection
source gather past data for the same topic in less cost and time. The source for primary data is
questionnaire and for secondary data it is books, articles, government sites and many others
(Coombes and Ryder, 2019).
Data analysis: Data analysis is the technique for inspecting and measuring the collected raw
data. With the helps of analysis technique important and useful information is abstracted so that
outcome for the result can be gained. There are various data analysis technique such as thematic

analysis, content analysis, frequency distribution analysis and many more. As per the current
study investigator will be choosing frequency distribution method. The major purpose for
choosing this method is quantitative data can be analysed easily. Using this method less time is
required and cost is also very low. The analysed information then represent in the form of tables
and charts (Singh, 2022).
Sampling: It is method to take out sample for the population so that information can be
acquired. Probability and non-probability are the methods through which sample can be taken
out. In the present investigation, researcher will be selecting probability sampling. Further
probability sampling are so many types such as random sampling, Cluster sampling etc., and
from that random sampling method will be choosing for the study. The purpose for selecting this
is sample will be selected in rational manner by providing equal opportunity for each and every
respondent. In fair manner the data will be gather from the society so that investigation can be
executed in valuable manner. The sample size will be 20 managers from Barclay bank (Hughes
and Barlo, 2021).

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