Significance of Information Technologies and Digital Media Platforms for Organizational Performance: A Study on Marks and Spencer

This research report focuses on the importance of digital media technologies in enhancing the performance and development of the organization. It includes a study on Marks and Spencer, their adopted digital media platforms, benefits, and challenges faced while implementing information technologies. The report aims to provide strategies for companies to adopt suitable digital media platforms and overcome implementation barriers.

RESEARCH PROJECT
(A study of the significance of information
technologies and digital media platforms to
enhance the performance and development of the
organisation”: A study on Marks and Spencer.)

Table of Contents
CHAPTER ONE- INTRODUCTION..............................................................................................3
LITERATURE REVIEW................................................................................................................7
What is the conceptual framework of information technologies and digital media platforms
within an organisation?...............................................................................................................7
What are the various types of digital media platforms and information technologies adopted
by Marks & Spencer?................................................................................................................10
What are the benefits experienced by Marks & Spencer by the adoption of digital media
platforms ?.................................................................................................................................13
CHAPTER THREE- RESEARCH METHODOLOGY................................................................16
CHAPTER FOUR- DATA ANALYSIS AND FINDINS.............................................................20
CHAPTER FIVE- CONCLUSION AND RECOMMENDATIONS............................................27
CONCLUSION.........................................................................................................................27
RECOMMENDATIONS..........................................................................................................28
REFERENCES..............................................................................................................................30

CHAPTER ONE- INTRODUCTION
Background to the research
Digital media is any type of media that considers electronic devices for the distribution
and promotion of the products and services. This type of media could be viewed, created,
distributed and modified via electronic devices. Digital media is generally considered websites,
online advertising, software, social media and many more (De Seta, 2018). Even though digital
media is one of the significant parts of everyday culture, there are many business owners who
still find difficulty in replacing their paper advertisement with digital marketing services. With
the continuous shifts towards advance technology, one could not deny that digital media has
positive impact over the business because it makes simple for organisation to take their products
and services to potential as well as existing customers (Leite, 2020). In simpler words, digital
media changes the way company interact with their customers on regular basis. And, as an
outcome of this influence, digital media has pushed and helped the business world into the
information age and industrial age. The current investigation focuses on carrying out data about
the importance of digital media within an organisation and its impact over increasing the whole
business performance.
Organisational background
The chosen organisation of the current research report is Marks & Spencer. Marks and
Spencer is generally known as M&S among people. It is popular and known as British
multinational retailer. The headquarters of this multinational retailer is located in London, United
Kingdom. It is specialised in selling home products, food products and selling clothing. The
company was founded in the year 1884 by Thomas Spencer and Michael Marks in Leeds. In the
current time, the company has 959 stores across the United Kingdom. It includes 615 stores
specifically for selling food products and by its advertisement through television, asserts the
exclusive luxury and nature of its beverages and foods. It also provides great online food
delivery service by a joint venture with Ocado.
Significance of the problem
The main purpose of conducting the investigation is to determine the significance of
digital media technologies in the current age where people are connected with each other through
several electronic devices. The report works on taking out significant piece of information about
the several digital media platforms adopted by company to increase their business performance

and attract large number of customers. It is being determined from the prior conducted research
that companies have faced issue in deciding the suitable type of digital media platform for
reaching out their existing and potential customers (Ng and Yee, 2020). There are also many
challenges that are faced by companies while adopting and implementing advance technologies
within an organisation. The defined problems need to be addressed at right time because if it is
not addressed at right time then they can take more dangerous in future. The current report aims
at finding the ways and strategies for companies by which they can easily adopt suitable digital
media platform form for their business and overcome all those challenges that become barrier in
the implementation procedure of advance technologies.
Statement of purpose
The statement of purpose of the present investigation is determining the effective and
useful types of digital media platforms and their advantages to the company. The current report
directly aims at taking out relevant information so that companies operating in the market could
easily select most useful digital technology within the workplace (Verhoef and Bijmolt, 2019).
The current research is also quite significant for researchers, students, professors, organisations,
entrepreneurs etc. This research can act as foundation for other researchers in future on the same
topic because it involves great piece of significant information (Ritson, 2017). This is also useful
for students as well as professors because it also has information that can be easily taught for
academic purpose. Hence, the main purpose is to carry out data about the significance of digital
media strategies in the workplace(Rocamora, 2018).
Rationale of the research
The main purpose of conducting the current research is determining the importance of
digital media platforms and information technologies for increasing the performance and
development of the whole company (Flew, Suwana and Tam, 2018). In the present modern time
where everything is completed with the assistance of digital methods, it has become vital for
companies to invest their time and funds for identifying appropriate digital media so that they
can increase their reach of customers. It is being identified that companies need to improve their
investment level on advance information technologies so that whole work could be done with
greater efficiency and accuracy. With the changes in time, companies are fully moving towards
developing and transforming their workplace digitally. The current research is vital because it
shows gathered information about adopted digital media technique and information technology

by one of the multinational companies. The report has also covered challenges faced by
companies while adopting technologies of digital media in the workplace. There are two other
important perspectives that are attained by conducting the present investigation that are personal
and professional objective. In terms of personal perspective, I will get to learn about forming
learning personality in me so that I can understand and develop with the changes happening in
the whole surroundings. This will improve my knowledge level in my personal and I will also
learn to adapt with the changes. On the other hand, in respect of professional perspective I will
get to know about different kinds of digital media technologies and this will assist in my
professional career where I could easily use these methods for attracting large number of
customers and gaining competitive advantage. Hence, the report is very important as well as
useful for having great knowledge about the concept of digital media strategies.
Aim and objectives
Research Aim
To identify the importance of digital media platforms and information technologies for
enhancing the development and performance of the whole organisation. A study on Marks and
Spencer
Research Objectives
 To identify the concept of information technologies and digital media platforms within an
organisation
 To determine different types of digital media platforms and information technologies
adopted by Marks & Spencer
 To discern the benefits experienced by Marks & Spencer by the adoption of digital media
platforms
 To examine the challenges faced by Marks & Spencer while implementing information
technologies and digital media platforms within the workplace
Research Questions
 What is the conceptual framework of information technologies and digital media
platforms within an organisation?
 What are the various types of digital media platforms and information technologies
adopted by Marks & Spencer?

 What are the benefits experienced by Marks & Spencer by the adoption of digital media
platforms ?
 What are the challenges faced by Marks & Spencer while implementing information
technologies and digital media platforms within the workplace?
Dissertation Structure
Chapter 1: Introduction- This is referred as the first chapter and known as introduction. This
includes basic information about the whole topic and the reason of selecting topic with their
appropriate aim, objectives and questions.
Chapter 2: Literature Review- This is the second chapter which include questions of the
research and researcher tries to take address those questions with apt piece of secondary piece of
information.
Chapter 3: Research Methodology- This chapter gives research methods to collect, evaluate and
analyse data so that the investigation could be relevant as well as reliable.
Chapter 4: Findings and Analysis- In this chapter findings and analysis is done by researcher.
The finding is taken out from accumulated secondary piece of information.
Chapter 5: Conclusion and Recommendations- The last chapter provides the whole summary of
every section of the chapter. It also includes recommendations for the chosen company.

LITERATURE REVIEW
Literature review is defined as the chapter that assists in carrying out second-hand
information from several sources such as books, newspapers, journals, articles, publications etc.
In the section of literature review research questions are addressed in systematic and appropriate
manner.
What is the conceptual framework of information technologies and digital media platforms
within an organisation?
According to Flew (2019), in business organisation terms, digital media platforms are one
of the places for exchanging goods, services and information to occur between consumers and
producers as well as the community that interacts with platform. It is quite imperative for
understanding that the community itself is necessary piece of the digital platform. Companies
interact with multiple digital platforms on a continuous basis and thanks to the growth and
success of the approach of the digital platforms. Digital platforms consider a lot of several forms
depending on the organisation model they employ and the particular motives they seek to serve.
There are many examples of successful digital platforms which include: social media platforms
such as Twitter, Facebook, LinkedIn and Instagram. Media sharing platforms such as YouTube,
Spotify and many more. Digital media platforms give value to everyone within the whole
ecosystem of the platform while making a profit for the company that formed and arranges it by
several business model like subscriptions, advertising, combination of these and several other
methods of profit-turning.
The best way for describing digital media platforms is by understanding about the
necessary pieces essential for creating successful digital platforms. Some of the critical aspects
of digital platforms are: It is quite easy for use and immediately appealing to many users, these
platforms are trustworthy and secure as terms and conditions are clearly described and assures
data ownership and intellectual property, it facilitates exchanges between consumers and
producers, provides value to the whole community and many more. The transformations with the
assistance of digital methods look different for companies because every company has different
objectives in their mind but a tangible objectives for seeking by digital transformation is the
development of digital platforms (Petersen, Tanner and Munsie, 2019). While there is no lack of
several digital platforms, there is room for greater innovation and niche services that have

customers waiting for the day when their requirements are finally fulfilled. Digital
transformation in the organisation involves application of advance technology. This brings every
operation of the whole organisation in faster manner. For this new information technologies is
adopted because this assists in providing new ideas to the organisation. This helps companies to
reap the rewards with the assistance of digital transformation without bringing actual change
within the organisation.
According to Serafica and Oren, (2021), information technology is referred as an integral
part of single single business plan. Information technology plays essential role in every
organisation type involving small, medium and multinational companies (Zhao, 2019). The
company uses information technology for implementing greater level of communication in the
workplace. Information technology helps in securing data of the organisation as it is the most
significant element in the whole business and this is considered as key drivers of companies
because it effectively manages data. Securing and protecting data has become easy with the
assistance of information technology by storage devices, databases and document digital
versions. These options have helped businesses in ensuring security, data consistency, easy
replication and many more. Storage data is the other benefit if the data could be considered
efficiently. Advanced organisations consider data in the procedure of strategic planning in
addition to the implementation of the strategy. The advantage of advance information technology
in the organisation is it helps in planning the sales data, efficiency and cost levels. Management
could easily find regular levels of sales and allow companies to directly respond to below than
projected numbers by rising efficiency of workers or dropping the product's cost (Sehl, Cornia
and Nielsen, 2018). Companies use information technology for developing effective methods in
the management of customer relationship. Instead of completely depending upon communication
in relation to traditional perspective, organisations usually host a system of customer relationship
management that connect the system of business to customers in secured and faster manner.
As per the viewpoint of Serafica and Oren (2021), information technology plays a
significant role in increasing the profitability and productivity of business. It generally helps to
support, grow and sustain a business for long term. Marks and Spencer make he investment in
Information technology in order to remain competitive in market and gain competitive advantage
over its competitors. One of the oldest tool of Information technology is Website. Marks and
Spencer have its own website through which company can provide relevant information about

the products and services to its customer. Through information technology, company can build
communication network, create and administer database, safeguard data and information and
also help staff from troubleshoot problems. Marks and Spencer must focus on keeping
technology up to date at workplace in order to stay innovative and increase the productivity of
business. An innovative organisation generally gain competitive advantage in market and also
increases customer base. Technology also helps in making security and safety in workplace.
Innovative technology helps in reducing the breaches of security and threat of data thefts. It also
helps in keeping business fully organised and keep everything on track. Information technology
enable employees to be more efficient and productive. In Marks and Spencer, information
technology helps in increasing collaboration by allowing employees to facilitate continued
partnership and increase the level of flexibility in communication. The manager of company
focuses on engaging employees in social gathering and activities so that workers can work
collectively and achieve the goals and objective of business. Technology helps in improving cost
management due to which company can earn higher profitability. Through information
technology, employees are encouraged to optimise their task and use time in order to increase the
profitability and growth of business. There are various technologies which are used by Marks
and Spencer in its workplace such as Virtual collaboration tools, virtual on-boarding for remote
employees, touchless technology, space management software, remote IT services and space
optimisation software. By implementing these technology, Marks and Spencer ensures the safety
and security of employees due to which more and more people attracts towards the brand.
As per the opinion of Le Thuy and Oe (2020), digital media platforms generally include
the content of technology which are used by people through machine readable platform. It helps
in sharing the information through digital screen or device. Digital media platforms helps in
facilitating social interaction, align how consumer shop and also level up the playing field for
small business. There are various types of digital media platforms such as social media
platforms, media sharing platforms, service oriented platforms and knowledge platforms. Digital
media platforms helps in facilitating social interaction by offering users more engaging content.
Through digital media platforms, company can interact with their potential customer and attract
them with their content. It also helps in increasing brand awareness and availability of learning
resources. Marks and Spencer have great presence on social media platforms through which they
attracts more and more customer towards the brand. Digital media platforms helps company with

not only for their responsibility but also helps in marketing their products and services. It helps
in reaching to wider market consumers and increase the sale and revenue of company. Marks and
Spencer have strong presence on Facebook, Twitter and Instagram where they actively post the
content and engage audience. By digital media platforms, organisation and individual can
maintain healthy relationship across distance and time. It also helps in facilitating social
interaction and enable consumers to connect with company despite their location. The ability to
use smartphones, internet and email make easier for working professionals to finish their task
quickly. The increased productivity helps Marks and Spencer to generate more revenue and sales
by making them more competitive in market (Cullinane and et. al., 2019).
What are the various types of digital media platforms and information technologies adopted by
Marks & Spencer?
According to Flew, Suwana and Tam (2018), Marks & Spencer had hit a reset on
initiatives of marketing for arresting the long-term downward trajectory of their organisation.
Marks & Spencer has several fresh five-year strategies and methods over the years that were
refreshed as the organisation failed to recover. The strategic report of M&S of the year had
reported 3% downfall of the group revenue. There are many reasons that are identified by Archie
Norman for the financial failure of Marks & Spencer. One is slow, siloed and hierarchical
organisational structure, not able to adapt different trends of the market, unable to align the
stores estate with preferences of the customers, lack of clarity and depth of scale that confuses
purchasers, lack of scope, inadequate facilities, higher price perception and many more. The
major reason of steady downfall of Marks & Spencer is the disconnect with consumers because
of the outdated technologies and stale culture of the organisation. The leadership team of Marks
& Spencer has determined catching with new trends, staying updated with preferences of the
customers, increasing trade with the assistance of technology and making experiences simpler,
faster and valuable could assist turnaround the organisation. Some of the digital media platforms
adopted by Marks & Spencer are:
The social strategy: To keep up with the dynamics of marketing, increasing social media
presence for observing and responding to the trends of customer experience and this is one of the
top priorities. These strategies are:

 Social media strategy is one of the parts of a more relevant and targeted customer
marketing plan for Marks & Spencer. This provides variety of platforms to reach large
number of customers.
 Instagram has become central to its social media marketing strategy for attracting young
shoppers and moving a third of its sales online. With the assistance of social media
platforms the company consistently make their customers familiar with the products and
services.
 The clothing line strategy of Marks & Spencer is directly focused towards conversion
with sponsored videos and posts and clear call to actions for increasing sales, promoting
particular products and goods and conversion based advertisements.
 The social media strategy for food is about increasing awareness about the brand
organically. Marks & Spencer uses smart creatives for driving engagement by stitching
together consumer generated posts, gamification and so on.
Digital first: Marks & Spencer has struggled and worked hard for keeping up the pace
with its digitally savvy competitors such as Asos and Zara. The retailer Marks & Spencer has
aimed to become a digital first retailer and some of the digital transformation involves:
 Marks & Spencer has optimised their website, redesigned their webpage, enhanced
product imagery and improved proposition of delivery. Website is known as the online
face of the organisation in front of the existing and potential customers. So, M&S has
shown worked to improve their online face by improving its appearance and made
changes and simplified as per the needs and requirements of the customers. The company
also focused on making convenient on-site navigation and providing personalised
experiences.
 Marks & Spencer has also invested in mobile first experiences with several tools like
Style Finder for visual and digital search. Mobile is one of the Marks and Spencer's
fastest growing areas of consumer traffic and has an great conversion rates and have
updated in-outlets Wi-Fi for delivering better experiences to employees and customers.
The aim of Marks and Spencer is reducing long queues by using applications for
accelerating the self-checkout program (Saurwein and Spencer-Smith, 2021).
There are various other digital media platforms which are adopted by Marks and Spencer
in order to increase their sale and efficiency in market. Organisation uses different types of

digital media platform and information technology so that they can remain competitive and
sustain in market for long run (Ng and Yee, 2020). Marks and Spencer have active presence on
social media platforms that helps in reaching to maximum number of potential customers such as
Facebook, Instagram, Twitter and LinkedIn.
Consistent sponsored posts and videos is one of the type of digital media platform
which is implemented by Marks and Spencer. They are actively engaged in social media
platforms for attracting more and more customer towards the brand and increase the sale of
business. The consistent sponsored post and videos helps in increasing engagement level and
also inform the customer about the new arrivals. Through posting regularly, company make
aware about the new launches of products and services due to which consumers will expect and
look forward to content.
Social media strategy such as Instagram and Facebook is also a type of digital media
platforms which is used by Marks and Spencer in order to attract maximum number of people
towards the company. Through using social media strategy, Marks and Spencer can create
direction and also keep consistency in market. It helps in attracting consumers and build loyalty
among them. Social media strategy also increase the market reach and revenue by building
advertising and customer networks.
Company's website and webpage is also a kind of digital media platforms which helps
in providing relevant information to consumers about the products and services. Marks and
Spencer have its own website where they sell and attract consumers towards the goods and
services. Organisation website helps in exchanging information and also advertise the products
and services in market. The website of Marks and Spencer gives opportunity to people to
properly review the current functionality they provide and also establish credibility.
The different technology which are used by Marks and Spencer in order to maximise the
profit and increase customer base are Artificial intelligence, machine learning, touchless
technology, virtual remote on boarding and space management software. Through implementing
these technology, company can work efficiently and effectively and achieve their business goals
and objectives.
Artificial intelligence is one of the type of information technology which is used by
Marks and Spencer in order to modernise their supply chain. The brand implements artificial
intelligence technology for improving the availability of its products while cutting food waste.

This technology helps in reducing human errors and also helps in making better decision. Marks
and Spencer implements AI technology as it helps in providing better customer experience and
also enhance the image of company. The main motive of using artificial intelligence technology
is that it helps coordinating data delivery, develop data consistency, quantify uncertainties,
analyse trends and provide consistent data.
Touchless technology is another type of technology which is used by Marks and Spencer
in order to make them employees and customer safe from spread of disease. The touchless
technology helps in saving time and also make the work accomplished in effective and smooth
manner. It reduces queues and congestion and also increase the efficiency of business.
What are the benefits experienced by Marks & Spencer by the adoption of digital media
platforms ?
According to Competition and Consumer Commission (2019), digital media platforms
are one of the greatest online communication tools that helps Marks & Spencer in interacting
with its consumers and sharing information in real time. This has helped organisation to reach
out large number of customers, creation of online networks and promotion of products and
services. Digital media has become one of the significant elements of digital marketing. These
have caused revolution in platforms of the digital media. In simpler words, digital media
techniques have altered the way Marks & Spencer interacted with the targeted consumers and
growing business. Some of the common benefits experienced by the adoption of digital media
platforms are: Creating brand recognition: Gaining brand recognition is one of the significant
marketing goals and objectives for Marks & Spencer. This is because of the fact that
customers prefer to buy brands they are well-known with. Social-media has made brand
building effective and simple. Digital media marketing has benefit over traditional media
in that it makes company to get brand in front of potential and existing customers much
more easily and quickly. Hence, it draws attention of the audience to Marks & Spencer
even when they do not know about it. Increasing sales: Continuously increasing sales is the other significant benefit of digital
media marketing. These digital media platforms have higher lead to close rate in
comparison of other types of marketing. With the assistance of digital media platforms,
Marks & Spencer gains more and great visibility. This also creates more number of

opportunities for the company to convert potential consumers into actual consumers.
Hence, adopting different strategies and techniques of digital media can be proven to be
very helpful and beneficial for companies (Arustamyan, Al Taj and Nasir, 2020). Cost effective: Cost effective is the other greatest benefit of digital media marketing. In
digital media marketing, when Marks & Spencer adopts social media for promoting
products and services they can directly save their costs simply by signing up and creating
profiles for free. The paid promotions through these social media platforms are quite
inexpensive in comparison of other tactics of marketing. Cost-effective is one of the
greatest benefits as it assists in allowing see higher ROI while retaining a larger budget
for other business and marketing expenses. So, in simpler words Marks and Spencer
could invest small amount of money and time and through this organisation could easily
improve their conversion rates and get returns on initial investments (Morales and et. al.,
2021).
 Brand development: It is another benefit which is gained by Marks and Spencer through
using digital media platforms. Company can use digital media platforms in order to build
their brand and reputation in market. Marks and Spencer has build their brand with well
developed website, social media channel and also featuring blog and useful articles. The
brand can attract more and more customer by creating strong presence on different social
media platforms. Brand development helps in making loyal customer and also gives
company credibility in market. Marks and Spencer focuses on improving its brand image
as it helps in increasing the value of business and acquire new customers easily. Through
strong brand awareness in market, company can attract more and more customer by
making memorable impression on them.
What are the challenges faced by Marks & Spencer while implementing information
technologies and digital media platforms within the workplace?
As per the viewpoint of Rocamora (2018), there are various challenges which is faced by
company while implementing information technology and digital media platforms within
workplace. It is important for company to overcome these challenges in order to gain
competitive advantage and sustain in market for long run.
Identifying appropriate platform and technology is one of the challenge which is
faced by Marks and Spencer while implementing digital media platforms and information

technology. It become difficult for company to identify the right digital media platform and
technology that helps in increasing the profitability and sale of business. The suitable platform
and technology helps in improving the brand reputation in market and also provide better
experience to consumers (Verhoef and Bijmolt, 2019).
Lack of resources is another challenge which can be faced by Marks and Spencer while
implementing information technology and digital media platforms. Due to the lack of resources.
Company cannot able to attract customer and also deteriorates the morale of team due to which
they can are unable to give productive outcomes in achieving the goals and objective of business.
In order to gain competitive advantage, it is necessary to maintain resources so that company can
fulfil the need and demand of customers and increase its customer base.
Tracking outcomes is also a challenge which is faced by company while using digital
media platforms and information technology tools. It is important for Marks and Spencer to
evaluate the outcomes of new technology and digital media platforms so that they can measure
the performance and efficiency in market and frame the strategies accordingly. But it becomes
difficult for company to track the outcomes as it requires lot of investment and knowledge to
avail accurate data and information about the market (Depper, Fullagar and Francombe-Webb,
2019).
Increasing costs is other challenge which organisation face while implementing
information technology and digital media platforms. It requires a lot of investment for adopting
new and advanced technology in workplace so that the performance and productivity of business
increases. For implementing digital media tools, company also requires huge investment.
Conclusion of the literature review
From the above mentioned information, it can be concluded that if digital media
platforms and advance information technologies are not appropriately adopted then company has
to face many challenges. This is summarised from the above accumulated information is that
when effective and efficient strategies are made in relation digital media strategies then company
could easily increase revenue and profit level. In this study, different kinds of digital media
techniques are included which are considered by an organisation to increase their reach and
increase prospective and existing large number of customers. Therefore, it could be concluded
that information technologies and digital media strategies are very significant.

CHAPTER THREE- RESEARCH METHODOLOGY
Research methodology is the chapter that focuses on providing procedure to resolve the
challenge of investigation through information collection considering several techniques, using
interpretation of the assembled information, making summary and drawing great results in
relation to the resource data. Basically, it is the blue print of the investigation and makes an
important part of the whole study. The usage of several methodologies in the investigation so
that apt aim and objectives could be attained. The different methodologies are selected on the
basis of the current topic i.e. importance of digital media platforms and their impact over
development and success of the organisation (Pandey and Pandey, 2021).
Research Philosophy: As per the current study, the researcher has used interpretivism
research philosophy in which whole components of the investigation are analysed and interpreted
and it involves human interest into the research. The main purpose of considering this particular
research philosophy in the whole study and also useful for analysing and interpreting diverse
approaches by using interpretivism philosophy. This provides diverse and in-depth and in-depth
theory for effectively reviewing and analysing about the importance of digital media platforms
on the development of whole business. There is certain benefit of interpretivism philosophy that
includes evaluation and analysis of qualitative secondary piece of information. This takes out
qualitative secondary outcomes without requiring longer time duration and cost-effective method
of philosophy. On the other hand, positivism philosophy is not valuable as per the requirements
of present investigation and takes longer period of time (Mohajan, 2018).
Research Approach: Research approach is the other methodology that is very useful for
the evaluation of accumulated piece of information. The approach consists of three significant
types that are: inductive, deductive and abductive approach. Investigator has shown dependence
upon inductive approach because it is more relevant in to collect and analyse data in a qualitative
secondary manner without consuming longer time duration. The motive behind selecting the
inductive approach for the current study is it is dependent upon qualitative secondary research
study started with a specific set of moves and observations to the general group of proportions in
relation to their experiences. Hence, the inductive approach tends to support the topic of
importance of digital media platforms for developing whole business. The greatest benefit of
inductive approach is time and cost effectiveness, assists in taking out qualitative results, assists
in understanding the appropriate opinions of the research respondents and many more. On the

other hand, deductive approach is the approach which does not have value in attaining the aim
and objectives of current investigation (Nayak and Singh, 2021).
Research Strategy: Investigator has attempted to conduct the investigation to learn about
the factors that help digital media to gain importance in businesses. The strategies are of several
kinds that include: grounded theory, survey, interview, archival research, case study and many
more. The current investigation has selected case study strategy so that secondary information
could be easily accumulated in effective and efficient way. The main benefit of case study
strategy is it gathers in-depth piece of information in the shorter period of time so that defined
objectives could be attained and this has great importance in accumulating opinions and views in
an effective manner. (Novikov and Novikov, 2019).
Research Design: Research design is defined as the framework that helps investigator to
conduct investigation in a proper manner. The design is classified into three major types that are:
exploratory, experimental and descriptive research design. Investigator has shown dependence
upon exploratory research design because whole research is based upon qualitative secondary
piece of information in the shorter period of time. The major motive of using exploratory
research design is it helps in identification of research problem as well as attaining research aim
and objectives successfully (Newman and Gough, 2020).
Research Choice: In the current specific research on the importance of digital media
technologies for developing and increasing the business operations, the qualitative investigation
has been conducted. The main purpose of selecting the research in a qualitative manner so that it
could support interpretivisim philosophy and inductive approach. The present investigation is
based upon theoretical data so it could be completed with rich piece of information. With this,
findings of the information could be more relevant so that defined objectives and aim could be
easily attained. This helps in carrying out proper data by the scholarly sources that have great
information about the concept of digital media technologies and their impact over the business.
The greatest advantage of qualitative research choice is it does not require great time and help in
taking out positive results (Turnbull, Chugh and Luck, 2021).
Data Collection Methods: Data collection is the part of research methodology that
facilitates researcher to collect information from available sources. There are two important kind
of data collection methods that are: primary and secondary data collection method. Investigator
has chosen secondary sources for the accumulation of information and to attain defined

objectives. Researcher has used secondary data collection method for the collection of published
and used data about the importance of digital media platforms in increasing the development of
the company. The benefit of secondary method is there are certain information that is already
carried out by other people for the fulfilment of their own motive. The secondary sources may
include: journals, books, articles, newspapers, publications and so on. Hence, with secondary
method of data collection investigator makes investigation more relevant, authentic and reliable
(Hoon and Singh, 2019).
Reliability: A reliable investigation is very significant and precise. The current research
has taken out qualitative information with the assistance of case study and conducting whole
investigation in a qualitative secondary manner. The reliability of the present investigation
depends upon the case study instrument because quality of the current research is based upon
qualitative and in-depth study. The whole investigation is considered as reliable when it is able to
answer the certain questions which may include: purpose of doing the present investigation so
that questions could be easily understood (Säfsten and Gustavsson, 2020).
Validity: The investigation which could be easily and appropriately measured in a in-
depth study is referred as validity. The participants of the present investigation is the other
important aspect that plays major role in affecting the validity of the whole investigation. Along
with this, case study is used for collecting valid data about the current topic in accurate manner.
Ethics: Ethics are significant within the investigation because they assist in attaining each
task and activity of the study systematically and ethically. There are several principles of
research ethics that are important while conducting investigation that are: confidentiality of the
information, informed consent, decreasing the risk of harm, minimising the deceptive practices
and many more. These ethical principles are followed systematically in the current investigation
so that research aim and objectives could be simply achieved. In simpler words the main aspect
of the current investigation is research ethics. The researcher has obtained permission from the
participants and the organisation so that they can give great piece of information. The other
principle is investigator respects the confidentiality of the information which is quite significant
for the researcher. The investigator has also made sure to follow safety laws and make sure that
that they do not disclose personal information and credentials by any media (Davidavičienė,
2018).

Limitations of the research: The investigation is based upon collecting information
about the impact of digital media technologies and their impact over development of the
business. One of the biggest limitations of the present investigation is it depends upon the first
hand data so there are chances of bias from respondents. The other limitation is available number
of resources for the collection of data and it consumes longer period of time. Hence, these
limitations can become barrier in the achievement of the research aim and objectives.
Conclusion of research methodology
It is being summarised from the above accumulated data, it is concluded that there are
many types of research methodologies which are used in the present investigation. Investigator
has used qualitative secondary research methods for the collection and analysis of data so that
objectives could be attained. This has included secondary data collection methods for the
attainment if defined aim and objectives in the defined time duration. It has included that
investigator has used secondary sources such as books, articles, journals, newspapers and many
more (Daniel, 2018). Hence, it could be summarised that researcher has used different kinds of
research for attaining objectives and aim in the shorter time duration.

CHAPTER FOUR- DATA ANALYSIS AND FINDINS
This is the chapter that is majorly focused over analysing and interpreting gathered
information in systematic way. The present investigation has used thematic analysis for the
evaluation and analysis of qualitative piece of data.
Theme 1: Conceptual framework of information technologies and digital media platforms
within an organisation
Companies interact with multiple digital platforms on a continuous basis and thanks to
the growth and success of the approach of the digital platforms. Digital platforms consider a lot
of several forms depending on the organisation model they employ and the particular motives
they seek to serve. There are many examples of successful digital platforms which include:
social media platforms such as Twitter, Facebook, LinkedIn and Instagram. Media sharing
platforms such as YouTube, Spotify and many more. The best way for describing digital media
platforms is by understanding about the necessary pieces essential for creating successful digital
platforms. Some of the critical aspects of digital platforms are: It is quite easy for use and
immediately appealing to many users, these platforms are trustworthy and secure as terms and
conditions are clearly described and assures data ownership and intellectual property, it
facilitates exchanges between consumers and producers, provides value to the whole community
and many more. The transformations with the assistance of digital methods look different for
companies because every company has different objectives in their mind but a tangible objective
for seeking by digital transformation is the development of digital platforms (Wiesböck and
Hess, 2020).
Information technology helps in securing data of the organisation as it is the most
significant element in the whole business and this is considered as key drivers of companies
because it effectively manages data. Securing and protecting data has become easy with the
assistance of information technology by storage devices, databases and document digital
versions. These options have helped businesses in ensuring security, data consistency, easy
replication and many more. Storage data is the other benefit if the data could be considered
efficiently. Advanced organisations consider data in the procedure of strategic planning in
addition to the implementation of the strategy. The advantage of advance information technology
in the organisation is it helps in planning the sales data, efficiency and cost levels. Management
could easily find regular levels of sales and allow companies to directly respond to below than

projected numbers by rising efficiency of workers or dropping the product's cost (Lindgren,
2021).
Information technology plays important role in improving the productivity and
profitability level of the business. It facilitates in supporting, growing and sustaining a business
in the long run. Marks & Spencer invests great amount of funds in information technology for
remaining competitive in market and gaining competitive advantage over multiple competitors.
The greatest and oldest tool of information technology is website. Marks & Spencer has its own
website by which an organisation provides accurate information about the different offerings of
the organisation. By information technology, organisation could build communication network,
safeguard information and data and many more. Information technology of the Marks & Spencer
facilitates in increasing level of collaboration by allowing workforce to work at greater and
higher level. There are many technologies considered by Marks & Spencer in the workplace such
as touchless technology, remote IT services, space management software and space optimisation
software. Through adopting and implementing theses technologies, Marks & Spencer ensures the
security and safety of workforce through which more number of customers could be attracted
(Devin, Cleary and Cullinan, 2020).
Theme 2: The various types of digital media platforms and information technologies
adopted by Marks & Spencer
As per the assembled content through chapter of literature review, it is recorded that
Marks & Spencer always takes an initiative to promote and advertise its products and services.
The company has several strategies for its marketing procedure within the workplace so that
customers can have great knowledge about its offerings. Some of the digital media platforms
adopted by Marks & Spencer are: social media strategy, through this company tries to keep up
with the elements of marketing, improve social media presence by learning and responding to the
trends of customer experience. With the social media strategy, Marks & Spencer makes
marketing plan in which different channels are evaluated and selected. Instagram is known as the
best social media strategy for Marks & Spencer because it assists company to attract young
purchasers and increases its online sales (Long, 2018). The other strategy is clothing line strategy
in which company converts prospective customers into permanent customers by posting
sponsored videos and posts. Marks & Spencer has redesigned its website and webpage so that
customers could easily get attracted towards the offering of an organisation. The company has

operated to their online face by creating attractive appearance for the customers. Marks &
Spencer also offers personalised experiences to customers so that their attention could be
grabbed.
Marks & Spencer also invests for improving mobile first experiences with various tools
such as Style Finder for digital and visual search. Mobile and smartphones are one of the Mark &
Spencer's fastest growing areas for generating more customer traffic and helps in increasing
conversion rates. Outlets of Marks & Spencer have installed Wi-Fi to deliver great experiences
to customers and employees. This helps in decreasing the queues in the outlets and accelerating
the usage of self-checkout programs. Marks & Spencer also posts sponsored video and posts on
social media handles so that customers could be engaged with the offerings of the company. This
positively impacts the sales of the whole business as well as introduce new arrivals of the
organisation with customers. By posting consistently, organisation increases awareness about the
new launches of the products and services they are coming up with in new future.
Facebook and Instagram are the kinds of social media strategies that help in grabbing
attention of the maximum customers. With the usage of social media strategy, the company
creates direction for the different functions and keeps consistency in the market. This assists in
attracting consumers and building loyalty among in regards of the brand. This directly increases
the market reach and revenue level of the organisation by improving the customer networks. The
website and webpage of the Marks & Spencer play major role in providing relevant data to
customers in relation to products and services. The website of the organisation assists in
exchanging the data and advertising the products directly to the customers. Therefore, digital
media platforms play significant role in attracting large number of customers so that they can
improve their productivity level (Bernon, 2018).
Marks & Spencer also uses advance and new technology for maximising profit level and
increasing customer base such as artificial intelligence, touchless technology, virtual remote on
boarding, space management software and machine learning. Artificial intelligence is known as
the advance information technology adopted by Marks & Spencer through which they have
modernised their supply chain. This technology facilitates in decreasing the human mistakes and
errors and helps in making great decisions. This helps in improving customer experience and
enhancing the company image. The main purpose of considering artificial intelligence
technology is that it assists in developing data consistency, quantifying uncertainties, analysing

trends and providing consistent information. Touchless technology is the other advance
technology adopted by Marks & Spencer for making employees and customers safe from any
kind of disease. This holds great importance in the current situation when COVID-19 is
spreading at higher pace. This technology also assists in saving time as well as completing
activities in smooth, effective and efficient manner. It also decreases congestion and queues and
improves the efficiency of whole business. Therefore, digital media platforms and information
technologies have great importance within an organisation.
Theme 3: The benefits experienced by Marks & Spencer by the adoption of digital media
platforms
According to digital media platform is the apt communication tool that assists Marks &
Spencer to interact with existing and prospective customers in the real time. These digital media
platforms help company to reach customers by improving their networks. Company also
promotes products and services to the customers in such a manner that customer easily get
attracted towards different offerings. Marks & Spencer has changed the way it used to reach out
its customers. Some of the benefits experienced by Marks & Spencer with the adoption of digital
media platforms are:
 With the adoption of advanced technology and digital media platforms, Marks & Spencer
has automated its procedures and tasks for workforce. This includes scheduling social
media posts on different social media channels, automating and personalising e-mails for
its customers and setting up different reports of the workplace to run periodically (Jin,
Miao and Park, 2018). This way Marks & Spencer easily saves time and make certain
activities and tasks automatic.
 The other benefit experienced by Marks & Spencer is development of the brand with the
adoption of digital media technologies. Company has experienced great brand reputation
in the market by developing its social media channel, website and featuring useful articles
and posts. The brand has easily grabbed attention of the existing and prospective
customers and this ultimately helped in increasing the sale and revenue level of the
organisation. With the development of the brand, Marks & Spencer makes loyal
customers and increases the credibility of the organisation in the presence of different
competitors (Ng and Yee, 2020).

 Marks & Spencer also experiences the greatest benefit of cost-effective. Under digital
media platforms, companies use social media channels to promote offerings. Social
media channels are free as company does not need to make any payment for creating
accounts. This assists company to save its costs as they can easily reach large number of
customers without making any additional expenditure. Marks & Spencer also makes paid
promotions by including influencers and this is little inexpensive in comparison of other
methods of marketing and advertisement. Company simply invests small amount of funds
for reaching out prospective rates and increase conversion rates of making permanent and
loyal customers.
 The other greatest benefit of digital media platform is increased sales of the offerings of
whole organisation. With the help of digital media platforms, companies make customers
familiar with the offerings of the organisation. Marks & Spencer increases the visibility
of the organisation so that leads could be converted into loyal and permanent customers.
 Another advantage of digital media platform is better customer experience. With the
adoption new and advance technologies, Marks & Spencer makes customers to get their
products directly delivered to the door steps of the customers. Through social media
channels, company makes interactions with customers about their great and bad
experiences. This makes an organisation to address the problems of the customers
effectively and timely manner. This also assists organisation to understand the needs and
requirements of customers so that they can come up with products that could fulfil needs
of consumers.
Theme 4: The challenges faced by Marks & Spencer while implementing information
technologies and digital media platforms within the workplace
As per the above assembled piece of information in the chapter of literature review it is
discussed that there are many challenges which become barrier in the implementation of
information technologies and digital media platforms in the workplace. It is critical to overcome
and mitigate challenges related to implementation of information technologies for gaining
competitive advantage and sustaining in the market for the long run. Some of the challenges are
explained below in detailed manner:

 One of the biggest challenge is determining apt platform and technology in the
implementation of digital media platforms. It is not an easy task for an organisation in
identifying the apt digital media platform and technology that assists in increasing
reputation of the brand in the market and also give great experience to customers. When
company decides about adopting digital media platforms and technologies then company
has to choose from different alternatives. This consumes time of the company and they
have to make research for identifying and determining right digital media platform (al
Habibi, 2019).
 The other biggest challenge in adopting digital media platforms and technologies is
providing training. Offering training to employees about new technologies and software
consumes longer period of time and it is quite expensive. Company has to spend
countless time to develop training materials for employees. Company has the expense to
conduct the training which can involve travel costs for presenters and trainees or getting
any additional rental space. Software and technologies are the things which do not remain
constant and change continuously. This creates pressure on the company to purchase and
adopt new technologies and update their training materials so that employees could easily
understand it.
 Another biggest challenge related to implementation of technology and digital media
platforms is on boarding. Organisation makes mistake by only focusing on the starting
roll out of new technology or software but the fact is their requirement to monitor and
train does not end here. Company has to develop a solid plan to on board new users for
the company's new technology (Cheng and et. al., 2018).
 Lack of resources is known as the other main challenge faced by Marks & Spencer in the
successful implementation of the digital media platforms and technologies. Due to
shortage of required resources organisation is unable to attract existing as well as
potential customers and this directly decreases the morale of working team in the
organisation. This makes difficult for company to carry out favourable and productive
outcomes. Resources can be precious time, funds and many more.
 Tracking and analysing outcomes is the other main challenge dealt by Marks & Spencer
because for tracking results and outcomes need availability of apt information and data.
Company needs to invest great amount so that an organisation could easily avail relevant

and apt piece of information so that outcomes and results could be easily evaluated and
measured.
Therefore, it is very common to understand that an organisation faces many challenges when it
tries to adopt new software, technology or new digital media platform because these are new for
users as well as employees. Company has to make great efforts and this directly consumes the
precious time.
Conclusion of chapter
With the above accumulated information through books, journals etc., it could be
analysed that information about technologies are very significant in the modern world of the
business because these platforms have assisted company simplify their functions and operations.
With the assistance of information technologies and digital media platforms, companies could
easily reach their existing as well as potential customers because people have become more
active on digital platforms and channels. It has been evaluated that artificial intelligence, advance
technologies, social media channels and many more have great contribution in helping whole
organisation to grow and develop in market at faster pace in comparison of multiple number of
competitors. By adopting digital media platforms, the greatest and biggest benefit enjoyed by the
organisation is making way to reach potential and existing customers. When customers are able
to reach organisation then the offerings of the whole company get more scope and more people
get attracted towards all those products. The company Marks & Spencer uses different types of
digital media platforms such as mobile first experience, Instagram and many more. These are the
kinds of media by which company makes strategies and puts consistent contents for engaging
large number of customers. This is also analysed from the thematic analysis that brand
development is the biggest benefit because digital media platforms help in increasing the
presence of the whole organisation in front of the different number of competitors. Therefore, it
could be simply concluded that information technologies are very significant for the success and
development of the organisation.

CHAPTER FIVE- CONCLUSION AND RECOMMENDATIONS
CONCLUSION
From the above accumulated piece of information, it is summarised that digital media one
of the significant media for distributing and promoting services and products. This kind of media
could be easily created, distributed, viewed and modified through several electronic devices. It
considers online advertising, social media, websites, software and so on. It can be concluded that
digital media channels hold great importance because it assists businesses to grow and develop
business effectively and efficiently. As per the information accumulated in the section of
literature review, it is concluded that information technology has great importance in an
organisation as it directly increases the productivity and profitability of the business. It directly
assists businesses by supporting, growing and sustaining the business for the long run. The
company makes the investment in different information technologies for making them to stand
out in the front of multiple competitors. The common example of the information technology is
website. The company has its own website through which they try to make their products
familiar with their existing as well as prospective customers. This way company builds its
communication network and help in reaching out large number of customers.
With the assistance of information technologies, the company safeguards its database and
information so that work could be continued in systematic and appropriate way. In the modern
time information technologies help the whole workforce by providing them with appropriate
solutions for them troubleshoot challenges and problems. The company keeps advance and up to
dated information technologies for keeping the whole company innovative and increasing the
business's productivity. It is being understood in the whole investigation that digital media
platforms involve the content of the different products of the company so that customers could
reach out large number of customers. The major benefit of the digital media platform is through
this information could be easily shared to customers in the limited time period. Social interaction
of the company is increased and align the way consumers reach out the organisation. The
company puts engaging content on these platforms so that objectives could be achieved and
attained. When customers reach organisation they help in increasing the sales and revenue level
of the whole firm. With the adoption of several digital media methods, company could easily
maintain healthy relationship with customers even they are far from the organisation.

There are many digital media platforms that are used by organisation that have great
contribution in increasing the sales and efficiency. Some of the platforms are: consistent
sponsored videos and posts, social media strategy, touchless technology, company's webpage and
website. It is one of the kinds of platform through which company put content on these channels
and engage customers with the products and services of the organisation. Facebook and
Instagram is some of the common examples of digital media platforms through which apt
information is shared. The websites of the organisation have the capability to increase the traffic
by advertising products and exchanging great piece of information. Touchless technology is the
other artificial intelligence that makes organisation to keep their customers and employees safe
in the organisation. This assists in saving time of the organisation and put their limited resources
and precious time on other important things. This creates positive impact over every activity of
the organisation and ultimately helps in increasing the revenue, sales and profit of the whole
organisation.
It is being recorded that company faces challenges while adopting digital media platforms
and information technologies in the organisation. Company faces issue in understanding the apt
technology from the available multiple kind of technologies. The other one is lack of resources
and it could be lack of funds which is the major resource for adopting advance information
technologies in the organisation. Company also faces issue of increased cost due to adoption of
advance technologies and providing training and development sessions to employees so that they
could do their work. This is also concluded as per the whole investigation that only secondary
sources have been used for the collection of data. These sources have helped investigator to
complete research in a combination form. Researcher has used qualitative secondary data so that
in-depth information could be accumulated. Case study has been developed for identifying
accurate and reliable information about the digital media platforms. Hence, digital media
platforms and information technologies are significant because they are directly connected to
increasing the sales, revenue and profit of the organisation.
RECOMMENDATIONS
In the light of above mentioned information this can be concluded that in current time
digital platforms are used by almost all the businesses as these are one of the best way to reach
out to audience in direct and easy manner. This is seen that with the help of digital platforms
various customers can be connected with each other and businesses without facing any barrier

and this is helping the business to grow and acquire sustainability. In the current digital age
businesses are constantly using various ways in which they can maximise their online presence
and reach out to larger part of audience. In order to use digital media platforms as marketing
strategy this is required that to select significant platform as accordance to the need of customers
so that customers may get what they demand and satisfy their needs and demands. By selecting
appropriate channel of digital platform Marks & Spencer may get to know their customers so
that services and goods can be given to their customers as per their acquisition and scope. In this
manner in order to manage competitors Marks & Spencer is needed to select their digital media
platforms in wise manner so that they can react out to their target audience and meet needs of
their customers. On the other hand, by providing trainings to employees this would be easier for
the businesses to provide knowledge in respect of using digital challenges so that customers may
be benefited in high manner and at the same time customer retention can also be increased.
When customers are happy then this would lead the business to measure their success as
in terms of digital platforms success are measured in terms of high customer retention and their
inclination towards the organisation. Similarly, by providing appropriate budget to the marketing
team this will be easier that to place their efforts in such a manner that this will be helping the
business to grow and sustain. In terms of Marks & Spencer as the organically is giant so by
making precise budget this could be helpful for the business to enhance their succession
opportunities of digital media platforms. In the terms of digital media platform setting standards
to compare and analyse outcomes would be helpful so that to develop significant aspects related
with digital media platform. In this manner it can be said that there are various aspects which can
be used by the businesses in order to develop their digital media existence as in current time
using of digital media platforms are one of the major aspect which can be used by the businesses
in order to develop succession. Digital media platforms are one of the significant reason which
can be used by the businesses for the motive of managing customers and to reach out to their
customer with appropriate message.

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