Role of Digital Marketing in Enhancing Sales of an Organisation

This dissertation investigates the role of digital marketing in enhancing sales for an organisation, with a focus on Tesco plc. It includes a literature review, research methodology, analysis of results, and recommendations for overcoming challenges associated with digital marketing.

DISSERTATION
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CONTENTS
Topic: Role of digital marketing in enhancing sales of an organisation. A research work on
Tesco plc..........................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of the study .................................................................................................................3
Background of organisation.........................................................................................................4
Aims & Objective........................................................................................................................4
Rationale of research....................................................................................................................5
Discussion of each chapter...........................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
The concepts of digital marketing and their importance for an organisation..............................7
To determine the crucial role played by digital marketing in enhancing sales of Tesco plc. .....9
To evaluate about the main challenges and privacy threats associated with the use of digital
marketing strategy by an organisation.......................................................................................11
To develop better ways and strategies to overcome the challenges associated with use of
digital marketing by Tesco plc...................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................15
CHAPTER 4: RESULT AND DISCUSSION...............................................................................21
4.1) Analysis of results..............................................................................................................21
4.2) Interpretation of results.......................................................................................................23
4.3) Discussion...........................................................................................................................36
CHAPTER 5: CONCLUSION & RECOMMENDATION...........................................................39
5.1) Conclusion..........................................................................................................................39
5.2) Recommendation................................................................................................................41
CHAPTER 6: REFLECTION........................................................................................................42
REFERENCES..............................................................................................................................44
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Topic: Role of digital marketing in enhancing sales of an organisation. A
research work on Tesco plc
CHAPTER 1: INTRODUCTION
Overview of the study
In today’s techno driven world, digitalisation has become a major part of everyone’s life
which support them in getting connected with one another by reducing the physical barrier. The
digital technology is not just restricted to a become a communication source among people are
far away from one another rather it also act as a significant tool for organisation in order remain
competitive and approachable to the consumers (Dumitriu and et. al., 2019). There are number of
organisations which are using digital technology as a platform to serve the customers from
several different part of the world. By using online medium special a web page of social media
platform, organisations usually try to approach customers by providing them with personalised
information regarding the product or services they are seeking for and that can fulfil their basic
demand. Other than this, online platform is also used to have a direct interaction with customers
to provide them with product they require and resolving the issues if they have any related with
product or services which in turn reduce the chance of any kind of dissatisfaction among the
customers regarding a particular brand. This in turn help in encouraging more and more sales as
well as referrals to group of people that further call for increase in volume of sale. For getting
better understanding about it, this investigation is performed over Tesco Plc which is a
multinational retailer and a great example of digital retailer (Fontich and Camps, 2014).
The topic of current assignment is simply based on digital marketing which is refers to
the way of advertising which delivered through digital channels like search engines, use of
websites, implication of social media, sending and receiving of email along with use of mobile
apps. In present scenario, the use of these online media channels and implication of digital
marketing is taken up as a viable sort of method by which organisation is marketing and
endorsing their goods, services along with their brands (Kumar, 2019). In modern days the use
and application of digital marketing has become most vital and crucial aspects for every business
organisation as it provide an enormous system of online and digital channels that makes it simple
and more easy for companies to onboard their products and services along with enhancing their
image of brands at local as well as global level. In today's world where cut throat competition is
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there especially in retail industry use and implication of digital-marketing is become for viable
and crucial for Tesco to discover and set strategies which ensures and lead to better marketing
engagement. Thus, it can be summarised that use and implication of digital marketing sets out
an effective way and implied a viable strategy to ensure effective communication landscape to
lead and have a vital interaction with customer at global level (Ledford and Gast, 2014).
Background of organisation
The digital marketing is used as a tool by several organisations in order to enhance their
brand reputation, improve their relationship with customers, approaching potential clients nad
enhancing the sales of the organisation by [providing 24/7 availability to customers. IN order to
further develop understanding about the role which is played by digital marketing in enhancing
the sale of organisation, Tesco plc is taken into consideration for this investigation (Lutz and et.
al., 2018). Tesco Plc is a larger multinational retailer which operates in several different country
and deals in product categories like grocery items, food, book, clothing, furniture, toys, financial
services, telecom etc. Since, the company is offering its services by using both the medium such
as by establishing physical outlets and using online webpages, this investigation will support in
determining the ways through which Tesco used digital marketing as an effective tool to
enhancing its approach in market as well as increasing its sales. The information from this
investigation will further support Tesco in improvising its practices toward utilising digital
marketing and further enhancing its sales.
Aims & Objective
Aim:.
The aim behind leading out and conducting current research project is “To investigate about
the importance of digital marketing along with its role in enhancing sales of an organisation”. A
research work on Tesco plc
Research objectives
The objectives associated with current research work on Tesco Plc are listed as follows:
• To review about the concepts and platforms of digital marketing along with their
importance for an organisation.
• To determine the crucial role played by digital marketing in enhancing sales of Tesco
plc.
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• To evaluate about the main challenges and privacy threats associated with the use of
digital marketing strategy by an organisation.
• To develop better ways and strategies to overcome the challenges associated with use of
digital marketing by Tesco plc.
Research questions
• Explain about the concepts and platforms of digital marketing along with their
importance for an organisation?
• What is the main role that digital marketing plays within enhancing sales of Tesco plc?
• What are the major challenges and privacy threats associated with the use of digital
marketing strategy by an organisation?
• Enlist better ways and strategies to overcome the challenges associated with use of digital
marketing by Tesco plc?
Rationale of research
This study aims “To investigate about the importance of digital marketing along with its role
in enhancing sales of an organisation”. Conducting this study is significant for researcher as this
assist in gaining deep information and knowledge on the topic which assist in improving the
knowledge base not only about the topic or title but the other areas of associated with the topic
also. This study helps in reviewing the different platforms and concepts of digital marketing
along with its importance to the organisation that ultimately helps the company in determining
the benefits of using digital platforms to promote its business. Apart from this, it also helps in
analysing the role that digital marketing play in improving the sales of company (Fontich, and
Camps, 2014). There are several challenges and privacy threats related to use of digital
marketing which can also be determined by the researcher by performing this investigation. This
helps the organisation developing the ways and strategies through which it can overcome the
challenges associated with digital marketing in an effective way. Beside this, the current research
topic also meets the personal interest and educational aspects of investigator and ensures better
development of skills and personal competencies of researcher. Thus, selection of current reserch
topic is rationale from both professional as well as personal perspectives of investigator.
Discussion of each chapter
This part involves a description regarding the chapters that are being included within
current investigation in order to present an overview regarding information that each chapter
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within research contain/ this help reader in getting an idea about purpose behind a particular
chapter to be includes in researcher and why it is there, so this structure act as a blueprint of
research. The current report involves following chapters within its structure,
CHAPTER 1: INTRODUCTION – The first chapter is about basic introduction of
research area of dissertation that help reader in identifying about the meaning of topic chosen,
background of the study and reason behind selecting the topic. Other than this it also contains
information such as aim and objectives of the study on which whole dissertation depends. It
forms the crucial section of research project as makes aware about the set topic under
background of study and also facilitates information about the main aim and set objectives on
which the whole investigation is based.
CHAPTER 2: LITERATURE REVIEW – After introduction the next chapter is
literature review which help in presenting in-depth information about the research topic that help
in understanding the nature of study. For performing literature review the information from
secondary sources will be gathered in order to critically review the view point of several authors
who have already performed investigation over topic which is related with current study.
CHAPTER 3: RESEARCH METHODOLOGY – This is the third chapter of
dissertation which involve a discussion regarding the range of methods or tools that are adopted
by the investigator for performing current study in order to gather, analyse, interpret and
arranged data in effective manner along with reason behind adopting a particular method. The
combination of tools and methods used by researcher help in identifying the reliability and
validity of study.
CHAPTER 4: RESULT AND DISCUSSION – In this chapter the data collected for the
investigation such as primary and secondary information are arranged and then analysed to
determine the finding of the investigation. The data analysed within this section help in
presenting the actual finding out of data that further utilised to conclude the outcome. In this
section the primary data will be evaluate and presented with the help of graph and secondary data
will be discussed to summarise the understanding gathered from it.
CHAPTER 5: CONCLUSION & RECOMMENDATION – This is the second last
chapter of investigation which focuses toward summarising the overall finding of study in order
to conclude the actual result that researcher get from analysing of primary and secondary data
analysis. This section helps in determine that whether the finding of study is in line with research
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objectives and does it support in achieving the main aim of the study. On other side, it also
presents recommendation about the issues that are found with the help of investigation so that
problem can be resolved with the help of information present in study.
Chapter 6: Reflection- This is the last chapter or section of a research project which
comprises of discussion about personal learning and experience availed while leading out a
specific investigation. Reflection comprises of evaluation of efficiency of method applied along
with analysis of personal development of skills and other experience during course of study.
CHAPTER 2: LITERATURE REVIEW
It consists of analysis and evaluation of set of secondary data which is related with
specific topic to provide better nearness and understanding about that. Literature review forms a
vital part of every dissertation as it its necessary to evaluate and analysis about set topic and its
objective to set a base and framework for further investigation (Mackey and Gass, 2015). The
current literature review for this specific dissertation is based on analysis of online articles and
authenticated journal associated witch the topic of digital marketing and its objective an
evaluation of which is provided below:
The concepts of digital marketing and their importance for an organisation
According to the view point of Deshpande. I., 2020, digital marketing refers to as a
marketing approach which is basically relies over the internet and support in connecting the
targeted audience with several different digital media channel and platforms. It is considered to
be a kind of all-encompassing term which contains several digital channels like SEO, social
media marketing, content marketing, email marketing, mobile marketing and so on. These all
support in elaborating the strategies for reaching and connecting the existing as well as potential
customers with a company. An average person mainly consumer informative content through
computer, television, smartphone, tablet, radio and other kind of traditional media which make
the journey of buyer more complicated. But digital marketing allow the brand to stay relevant to
their customer by making themselves relevant to customers by making them visible using several
different channels as well as touch points which in turn also help customers to reach their
destination by making their purchasing journey more simpler (Martin, 2014). There are several
channels that are used as a source to perform digital marketing by organisation. These are
explained below:
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Content marketing: The content is consider as the crucial essence of digital marketing,
whether it remain documented content marketing or not, it is used to create content for
entertaining, persuading, inspiring and informing the buyers using digital platform. Some of the
most common format used for content are videos, text, infographics, images, eBooks, slide decks
etc.
Search engine Optimization: This act as a jet pack which assist in content marketing
efforts. The SEO mainly contains the on page and off page activities which help in boosting up
the visibility of website within search engine result pages for the most preferable keywords.
Earlier the SEO was primarily remaining text based but now in recent year the most prominence
gained by voice search due to which the SEO activity is required to have a conventional
approach (Mzi, 2017).
Digital advertisement: It is considered as an umbrella term which is used for several
different online advertising strategy. The pricing or bidding strategies used for the digital
advertising are usually termed as cost per mile or cost per click. The most common format used
for presenting digital advertisement are search engine marketing, native advertising,
programmatic advertising, display advertising and social media advertising.
Social media marketing: This platform mainly focuses over increasing the presence of a
brand over a channel on which customers pend majority of time. It mainly includes LinkedIn,
Instagram, Facebook, Snapchat and twitter, using which one can share the content using both
organic as well as paid channels. Social media channel has also paid up a crucial role within
propagating video marketing as well as ephemeral content wave. This allow a two-way
communication and fans as well as followers who can interact with the content presented using
like, share, comment or posting content on official pages of company (Tuohy and et.al., 2013)
(Walliman, 2017).
On the other hand, as per the view point of Sean, 2019, the digital marketing is considered
to be a new as well as different way of marketing which open up new form of media to peddle
product or services. This is so because now it become an integral part of the business for
approaching and dealing with the customers. There are certain importance of digital marketing
are explained underneath in context of business. These are,
Become more personalised: There are certain characteristics available within digital
marketing which allow an organisation to have a more personalised interaction with customers.
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The email marketing is one among them where one can target customers at individual level.
Majority of customers prefer that they get direct information through email directly from
company which provide them a sense of comfort by having more relatable information.
More advanced analytics: With the help of digital marketing an organisation become
able to identify whether their ads are actually being assess by the customers, they liked it or not,
if any sharing of ad take place etc. All these become possible to being track with the help of free
analytics software such as Google Analytics or an insight can be gained with the help of some
paid tools. With the help of this organisation get an idea about what kind of content or
advertisement are being prefer by customers so that the organisation can alter the content as per
the choice and like of customers (Chaffey, 2019).
To determine the crucial role played by digital marketing in enhancing sales of Tesco plc.
As per the information presented by Niculescu, A. and et. al., 2019, digital marketing has
now become one of the most demanding platform for a business in order to interact with
customers and provide them with the information which they want in order to complete their
journey of purchasing a product. In relation to this it is consider as one of the most cost effective
as well as beneficial medium which help an organisation in enhancing its sales. This is so
because it acts as a technique which allows a business to get spread all over the global and
generate unexpected sale for the business (Dodson, 2016). In a similar manner digital marketing
also consist of several methods through which customers can share the product they like with
their reference group. This in turn help the business in spreading about the basic information
about product or services in front of huge market which support it in increasing its sales and at
the same time get prominence among the competition present in marketplace.
In continuation to this, Dumitriu, D. and et. al., 2019, presented certain ways through
which digital marketing support Tesco in increasing its sales within marketplace. These are
explained below:
Market research: Digital marketing proves to be one of the most effective tools which
can be used by organisation in order to conduct a market research by using the content marketing
techniques and spreading the business over internet. With the help of this the consumers can
easily access the detail about products or services and can also provide review after using the
product for suggesting others. This in turn help Tesco in getting an idea about how their product
or services are performing in market and changes that they can bring in order to enhance their
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performance and developing positive image in front of customers which in turn further support in
enhancing the volume of sale when the products are being aligned and deliver as per the
requirement of customers (Key, 2017).
Selling the customer need: Selling the product or services to the customer is not just
enough for the growth and success of a business. But for achieving sustainability in marketplace
it is crucial for the company to maintain better relationship with its customers and try to keep
them happy by regularly resolving these issues. The digital marketing is considered to be an
effective medium in this regard as with the help of adopting digital platform the customers can
have a direct interaction with company like Tesco can ask about the issues they are facing. By
resolving those issues Tesco become able to deliver services as per the customer demand which
further support in creating word of mouth publicity and hence the volume of sale get increased.
Use of sale tools: The digital marketing consists of certain tools and techniques such as
search engine optimisation which an organisation can use for selling its product or services by
making it more popular. By using this tool the Tesco can be able to adjust its website at top
position at search engine. This further support Tesco in attracting more visitors as well as
customer engagement this further support in increasing the chance of sales (Deiss and
Henneberry, 2020). This is so because by attracting organic traffic Tesco can be able to make
random people notify about the range of product or services it is offering along with the review
of its existing customer which in turn support them in forming up a decision about there choice
of purchasing a product or services. Hence, sales tool used in digital marketing support in
enhancing the sales of a particular product or services through online sources.
Global Reach- The another crucial role lead by digital marketing comprises of enhanced
expansion opportunity and global reach as a more interactive and easiest way of communication
is facilitated by digital marketing. An evaluation can be made that digital-marketing lead to use
of online channels like social media and other channels which ensures a better connection with
customers at global and international level thus, lead to enhanced productivity for Techs plc
which leads a more significant role in enhancing its sales revenue. Social media advertising that
forms a vital part of digital marketing is the most viable tool that is used by Tesco plc to ensures
a more interaction and communication with larger number of customers which leads an
optimistic impact on the sales of Tesco plc to improve its productivity and sales margin (Mogos,
2015).
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To evaluate about the main challenges and privacy threats associated with the use of digital
marketing strategy by an organisation
As per the view point of Steve Brown, (2020), In today's competitive business world,
marketers are continuously inundated with new and fresh ideas and platforms to promote their
business along with the advanced technologies to take benefit of. However, in using digital
technology, there are some challenges that owners of business face with their marketing. Some
of the challenges are discussed below:
Developing consistent branding: For an organization, branding is one of the significant
aspect associated with marketing. With many messages tossed in faces of customers’ day after
day, it is important to develop a relevant and recognizable brand. A business may become just a
faceless name in pool of advertisements without a consistent branding. Developing a consistent
branding is one of the challenges that businesses face today in this competitive business world
(10 Challenges All Marketers Face, 2020).
Managing website: it is another challenge that modern marketers face in this digital
world. Managing the website appropriately will help the company in drawing the attention of
people and convert them into consumers which enable company to make sales. If the website of
the organization is not managed appropriately, then it becomes difficult for the company to
attract and convert leads. Most of the organizations understand the significance of website, yet
still struggle with its proper execution. The issues associated with managing website can range
from developing finest content in order to design an appealing website which is easy to navigate.
So, it creates a big challenge in front of the marketers of company.
Understanding technology and tools: Selecting right technology, software and tool is
very difficult for the business organization as there are many options available in the market that
can be used by companies to promote their business digitally. It creates a challenge for the
marketer of company to select right tool in order to promote business effectively. It is very
necessary for the marketing manager to have proper understanding about appropriate digital
marketing tools show that the most appropriate tool can be selected in order to effectively
promote the products and services of company in the market (Rathore, and et. al., 2017).
Determining marketing return on investment: The another challenge in front of
marketing manager is to measure the return on investment of marketing projects in order to
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efficiently determine effectiveness of campaign that company wants to launch. To acquire a large
marketing budget is a sure fire way and one of the difficult thing to do. This presents a challenge
to marketer for marketing and promoting their brand effectively and generating high sales leads.
Generating traffic and leads: it seems to be difficult to generate leads and traffic on
website and creates challenge to the marketer. Many organizations spend their time emphasizing
on social media, sharing posts without getting any type of return. In order to attract the people
towards a brand, organization need to emphasize on developing the content that customers truly
want. Prior to that, determination of target audience is also necessary while developing effective
marketing strategies that leads to maximize leads and traffic (Lutz, and et. al., 2018).
According to the view point of Shane Pollard, (2019), Digital marketing is extension and
flow of online business. Without effective marketing, the offerings of business cannot make leap
to conversions and sales. Successful marketing helps in in developing a strong consumer base
and attaining more profits. However, there are several security and privacy concerns associated
with the use of digital marketing to promote business online. Security is one of the main concern
for marketers whose personal information goes by digital platforms and pathways of business.
Other side to this, cyber security threats tend to emphasize on data rich and lucrative targets
frequented through digital marketers. Organisations which use digital platform to promote their
business are attacked through online criminals (Privacy and security Concerns in Digital
Marketing, 2019).
Email marketing risk: outbound digital marketing through email is one of the powerful than
traditional technique. The threat associated with email account hijacking involves spamming and
phishing. Hackers send link to malicious websites which download ransomware and encrypt the
data files of victim completely.
Threat to data privacy of consumer: for digital marketers, the data of customers is treasure
trove and for hackers, this state has a gold mine who steal, sell credit card information, password
and personal data of customers. Data breach have consequence in compromise of customer
accounts in millions, bad publicity for targeted organizations and legal sanctions and fines
(Sánchez, and Viejo, 2017).
Social media disruption: it is one of the valuable monitoring tool in order to track real time
references to brand. Hackers can hijack the count of business on social media and developed
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confusion. It can change the profile of firm, add offensive and false statements as well as send
spam emails from business account to consumers.
To develop better ways and strategies to overcome the challenges associated with use of digital
marketing by Tesco plc
With respect to the information provided by the Megan Totka, 2018, it has been there are
some common challenges and threats which are faced by all organisation while making use of
digital marketing techniques which comprises of Developing consistent branding, Managing
website, Generating traffic and leads along with other privacy risk and issues. Thus, some better
strategies and ways are required by an organisation to overcome and reduce these challenges and
risk. An evaluation of some of these viable strategies and ways that can be put in use and
adopted by Tesco plc to bypass and overcome these challenges related with the use of digital
marketing are provided below:
Keeping Up with Web Trends- The foremost strategy that can be adopted by a firm to
overcome the challenge of digital, marketing that includes generating traffic and developing
consistent branding comprise of keeping its strategies and digital marketing remain up to date
and balanced with current web trends prevailing in the market. The organisations need to remain
nimble and up to date to regular directing and upgrading the content on website of brand to
ensure enhanced traffic and larger audience in digital platforms. Further, the website of a
company is the gateway for a consumer that makes them to have better understanding about the
product and portfolio of an organisation thus, keeping web sites up to date and up with the web
trends ensures better interaction and enhanced connection with the customers (Thomas and
Housden, 2017). Thus, it can be evaluated that the Tesco plc can also focuses and emphasis on
its web site and should make regular changes and modification to ensure a balance with resent
web trends in order to makes its websites and their digital marketing trends more exclusive and
attractive for the customers which leads to a solution for generating high traffic challenges
associated with use of digital marketing. Therefore, it can be analysed that making regular
changes in digital marketing strategy is a viable way to keep balance with current web trends
which ensures higher audience and target customers for enhancement in sales and productivity of
an organisation.
Keeping the Customer First- A fair level of competition is seen in online marketing thus,
better strategies are needed to attract and cater customers’ attention which could only be possible
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through by the way of thinking about needs and wants of customers at first priority. Thus,
keeping in mind the expectations and desire level of customers is most viable and efficient way
to overcome the challenges of high competition faced while making use of digital marketing.
Tesco plc must timely address its prospect and target customers through making efficient use of
digital marketing strategy which could comprises of e-mails and social automation as per the
needs and desires of consumers which leads a better relationship and interaction with target
customers to perform and remain ahead of their competitors (Page, 2015).
Making use of trending technology- The another vital strategy for overcoming the
challenge of generating traffic and attracting customers comprises of use of most trending
technology. Keeping a balance and proper coordination with upgraded technology and new
innovation which are going on in the market. Tesco must remain updated with the new
innovation and advancement going on in the technology market to ensures use of more viable
and efficient form of technology to attract and cater attestation of larger number of customers.
Social media marketing, content marketing, mobile marketing, etc. are most recent and vital
trending technology that are being used by organisation like Tesco in current market of digital
marketing.
Selection of most viable digital platform- Apart from making use of trending technology,
selection of most viable platform is also vital and essential for attracting and generating larger
traffic on website to ensure success of Digital marketing strategy. Various platforms which
comprises of Faceboook, Instagram, Twitter, youtube, etc. are viable platforms for Tesco which
provides assess and reach to manly customer at global level. Each platform has its own benefit
and drawback thus, a suitable and viable platform must be used by Tesco after proper analysis of
there advantages and drawback (O’Connor, 2015).
Use of strong fire walls and cloud computing- To overcome the challenges of privacy
threat and security of data use and implication of string fire walls comprises of authentic
passwords and cloud computing is viable. Strong Firewall provides a network security system
that monitors and controls incoming and outgoing of data on network traffic based on
predetermined security rules. Thus, establishes a barrier and obstacles between a trusted network
and an untrusted network to safeguard and preserve data from theft and also keep check on
breach of information. Further, use of cloud computing also ensures and leads to better
authentication and identity, access control, along with effective encryption, secure deletion and
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integrity checking to protect and safeguard information frown test through providing an effective
data masking for sensitive information of Tesco in order to overcome the privacy and security
threats (Domazet and Neogradi, 2019).
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered as significant part of an investigation which put
emphases toward presenting detail about the set of approaches and techniques that are used
within a dissertation for collecting information, evaluating the data and presenting finding in
more appropriate manner. This is consider to be a crucial pat which support in getting idea
regarding the set of methods, techniques, philosophies or tools that are consider by the
investigator while performing investigation (Dumitriu and et. al., 2019). The presentation of
research tools and method as well as combination about the methods by investigator to perform
investigation proves to be an essential factor which represent a picture about the validity and
reliability of research in front of reader. Addition to this it also help in guiding the investigator
about eth set of actions that it must be undertaken in order to perform the investigation in more
sequential as well as systematic method. The main purpose of methodology is to present reader
about eth procedure used by the researcher for performing investigation i.e. from method of
collecting data to way it is being presented, analysed and conclude in relation with the research
aims and objectives. The methodologies used for performing current investigation over
importance of digital technology within enhancing sales of a business following methodologies
are adopted by the researcher,
Type of investigation: The outcome of an investigation relays over the type of method
adopted for conducting the investigation. This mainly includes qualitative and quantitative
method of investigation. For performing present investigation, the quantitative type of
investigation has been adopted by the researcher as it allow the scholar to present quantified fact
and figures about how important the digital marketing is for business. Hence it helps in getting
more accurate and reliable data for the study (Fontich and Camps, 2014).
Research Philosophy- This section of research methodology is mainly divided and
bifurcated into four main sub categorises which consists of positivism, interpretivism,
pragmatism and realism out of which one is adopted by investigator on the basis of nature and
type of study. The current investigation is seemed out to be based on quantitative type of
research thus, utilisation of positivism research strategy is appropriate and justifiable which
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ensures a more systematic way of study based on numeric terms. Thus, to support quantitative
nature of study and to support testing and analysis of quantified set of data, implication of
Positivism philosophy is suitable as compared to other types of philosophies.
Research approach: This tool is a crucial part of investigation as it help in analysing the
gathered information to extract better meaning out of it in relation with the decided aims and
objectives. The approaches are of two type such as inductive and deductive approach. Among
these two the deductive approach is used for this study which allow the analysis of quantitative
data in effective manner (Kumar, 2019).
Research strategy- This part of methodology comprises of various types of strategy and
techniques used for collection of data which set out a framework an base for study. The various
kinds of research strategy comprises of survey, experimental research, action research,
observations, etc. from which use and implication of survey strategy is made for current
investigation. The justification behind use of survey strategy comprises of evidence that it leads
most easiest and simplest way of data collection with the help of questionnaire that provides both
time and cost effective way of investigation and study.
Time Horizons
Following Gantt chart is showing time lines and expected duration of various activities of
current dissertation:
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Source of data collection: IT is about the medium which is being utilised by the researcher
with an aim to collect data suitable for the current area of study. The sources through which data
can be gathered about a particular investigation is divided into two sections such as primary and
secondary data collection methods (Ledford and Gast, 2014). For performing present study over
digital marketing importance in enhancing sales of a company both primary as well as secondary
sources used for gathering the data.
 Primary data: It is defined as those sources through which information is directly
collected from the investigator very first time which is not yet been collected by any
other person before. This is consider to be original data and remain very much specific to
the problem over which the investigation is depend. Hence it provide most accurate data
which is totally focuses over the aim of investigation. The data using primary sources are
only collected by investigator when their is not any shortage of time as well as fund as it
is more time consuming and also costs high for the action performed (Lutz and et. al.,
2018). There are number of ways through which primary data is collected such as
questionnaire, interview, focused group etc.
 Secondary data: This refers to as a information which is collected by the some another
person previous for conducting their study which remain similar to current study area nad
now used by researcher to develop understanding about current research topic. The
secondary investigation is very helpful as it help the researcher in determining nature of
study and also direct the investigator about the direction over which the further
investigation must be presented (Mackey and Gass, 2015). Under this the information is
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primarily collected from the sources like journals, article, web pages, old record, books
etc.
For performing current investigation over importance of digital marketing within increasing
the sale of company both the sources will be used for collecting information. In this the
secondary data will be gathered from online sources by assessing already published data such as
books, articles, webpages, journals etc. This is so because online sources provide updated
information that remain the information used in current study as per the present scenario instead
of assessing past or outdated information. On the other side primary data will be gathered by
preparing questionnaire which allow the investigator in collecting more concise data which make
it easier to analyse data in more accurate manner.
Sampling: It is defined as the method of selecting group of people for gathering information
in such a manner that it represents whole population. the sampling process is mainly done by
either using probability or non-probability sampling as pee the condition of investigation. For
current report the probability sampling method will be used which help in avoiding chance of
any kind of bias behaviour from investigator in term of selecting respondents as they are selected
on random basis. For current study the respondents are selected on random basis under
probability sampling method where the sample size is 50 employees of Tesco Plc.
Questionnaire
Q1) Do your having any kind of perception and understanding about the increasing
importance of the conception of digital marketing in business organisation?
a) No
b) Yes
c) Neutral perception
Q2) What are the main forms of businesses and organisation that makes maximum and
more often use of digital marketing?
a) Retail companies
b) Hospitality organisation
c) Automotive sector
18

d) E- commerce business
e) All of the above
Q3) Which one is the main benefit and advantage associated with the use and implication
of digital marketing by a business organisation?
a) Improved Conversion Rates
b) Global reach
c) More Cost Effective
d) Measurable Results
Q4) With respect to your view point what are the main significant importance and benefits
availed by Tesco plc by use of digital marketing practises?
a) Open New Markets
b) Dynamic promotional strategy
c) Personalization of content
d) Better communication
Q5) What implication you are having regarding the role played and lead by digital-
marketing in leading better success and enhanced performance of Tesco plc?
a) Direct Role
b) Indirect Role
c) No role
Q6) Which one is the main factor that is reflecting the vital role and influence of digital-
marketing on the success of Tesco plc?
a) Meeting the needs of customers
b) Ensuring regular feedback
c) Effective way to conduct market survey
Q7) Are you agreed with the evidence that some major drawbacks and challenges are also
19

associated with use and implication of digital marketing by an organisation?
a) Highly agree
b) Agree
c) Highly disagree
d) Disagree
e) Neither agree nor disagree
Q8) Which one is the most common issue and challenge encountered by marketing team
of Tesco while implication of digital marketing?
a) Developing and managing website
b) Keeping balance with changing technology
c) Meeting dynamic wants of customers
d) Generating high traffic on website
Q9) Do you accept the piece of information that threat to privacy and security of personal
data are main challenges and drawback associated with use and implication of digital-
marketing?
a) Accepted
b) Rejected
c) Neither accepted nor rejected
Q10) Are you agreed with the fact that some better strategies and set of action are
essentially required and needed by Tesco plc to overcome above stated challenges and
drawback?
a) Yes
b) No
c) Neutral
Q11) What steps and strategies could be taken and adopted by Tesco plc to overcome and
resolve the challenges associated with use and implication of digital marketing practises?
20

a) Keeping customers at first priority
b) Regularly update website
c) Making use of trending technology
d) Selection of most viable digital platform
Q12) Which one is the viable action and strategy that lead to a reduction in the threat and
issues of privacy and security faced by Tesco plc during making use of digital platforms?
a) Use of strong fire-walls
b) Safety through unbreakable password
c) implication of cloud computing
d) All of the above
Q13) What overall impact and influence is lead by implication and use of digital
marketing in the success and performance of Tesco plc?
a) Positive impact
b) Negative influence
c) No influence or impact
Q14) Any further recommendation or suggestion for Tesco Plc with regard to better use of
digital marketing to ensures enhanced success?
CHAPTER 4: RESULT AND DISCUSSION
4.1) Analysis of results
For analysis of the data collected from the 50 selected participants from the employees of
Tesco plc are presented below in form of a table of frequency.
Q1) Do you having any kind of perception and understanding about
the increasing importance of the conception of digital marketing in
business organisation?
Frequency
a) No 3
21

b) Yes 45
c) Neutral perception 2
Q2) What are the main forms of businesses and organisation that
makes maximum and more often use of digital marketing?
Frequency
a) Retail companies 9
b) Hospitality organisation 11
c) Automotive sector 10
d) E- commerce business 12
e) All of the above 8
Q3) Which one is the main benefit and advantage associated with the
use and implication of digital marketing by a business organisation?
Frequency
a) Improved Conversion Rates 12
b) Global reach 15
c) More Cost Effective 13
d) Measurable Results 10
Q4) With respect to your view point what are the main significant
importance and benefits availed by Tesco plc by use of digital
marketing practises?
Frequency
a) Open New Markets 18
b) Dynamic promotional strategy 12
c) Personalization of content 9
d) Better communication 11
Q5) What implication you are having regarding the role played and
lead by digital-marketing in leading better success and enhanced
performance of Tesco plc?
Frequency
a) Direct Role 40
22

b) Indirect Role 8
c) No role 2
Q6) Which one is the main factor that is reflecting the vital role and
influence of digital-marketing on the success of Tesco plc?
Frequency
a) Meeting the needs of customers 16
b) Ensuring regular feedback 20
c) Effective way to conduct market survey 14
Q7) Are you agreed with the evidence that some major drawbacks
and challenges are also associated with use and implication of digital
marketing by an organisation?
Frequency
a) Highly agree 10
b) Agree 8
c) Highly disagree 12
d) Disagree 9
e) Neither agree nor disagree 11
Q8) Which one is the most common issue and challenge encountered
by marketing team of Tesco while implication of digital marketing?
Frequency
a) Developing and managing website 15
b) Keeping balance with changing technology 12
c) Meeting dynamic wants of customers 13
d) Generating high traffic on website 10
Q9) Do you accept the piece of information that threat to privacy and
security of personal data are main challenges and drawback
associated with use and implication of digital-marketing?
Frequency
a) Accepted 42
23

b) Rejected 5
c) Neither accepted nor rejected 3
Q10) Are you agreed with the fact that some better strategies and set
of action are essentially required and needed by Tesco plc to
overcome above stated challenges and drawback?
Frequency
a) Yes 44
b) No 2
c) Neutral 4
Q11) What steps and strategies could be taken and adopted by Tesco
plc to overcome and resolve the challenges associated with use and
implication of digital marketing practises?
Frequency
a) Keeping customers at first priority 10
b) Regularly update website 14
c) Making use of trending technology 12
d) Selection of most viable digital platform 14
Q12) Which one is the viable action and strategy that lead to a
reduction in the threat and issues of privacy and security faced by
Tesco plc during making use of digital platforms?
Frequency
a) Use of strong fire-walls 15
b) Safety through unbreakable password 12
c) Implication of cloud computing 13
d) All of the above 10
Q13) What overall impact and influence is lead by implication and
use of digital marketing in the success and performance of Tesco plc?
Frequency
a) Positive impact 48
24

b) Negative influence 1
c) No influence or impact 1
4.2) Interpretation of results
Pie charts and frequency table are used to ensure better interpretation and discussion
about the primary results based on the information and frequency collected with the help of
questionnaire.
Theme 1: Increasing importance of the conception of digital marketing
Q1) Do you having any kind of perception and understanding about
the increasing importance of the conception of digital marketing in
business organisation?
Frequency
a) No 3
b) Yes 45
c) Neutral perception 2
3
45
2
a) No
b) Yes
c) Neutral perception
Interpretation
A discussion could be made with respect to above pie chart that from a total of 50
participants only 3 were there who were not having any perception or understanding regrading
the increasing importance in the conception of digital-marketing where as 45 participants had a
due understanding and valid perception regarding the importance of digital-marketing along with
other left out 2 respondents who seemed to have a neutral perception with regard to the
phenomena of digital-marketing.
25

Theme 2: Forms of businesses and organisation that makes ore often use of digital
marketing
Q2) What are the main forms of businesses and organisation that
makes maximum and more often use of digital marketing?
Frequency
a) Retail companies 9
b) Hospitality organisation 11
c) Automotive sector 10
d) E- commerce business 12
e) All of the above 8
9
11
10
12
8
a) Retail companies
b) Hospitality organisation
c) Automotive sector
d) E- commerce business
e) All of the above
Interpretation
An interpretation and discussion could be made with respect to current research project
that 9 participates were having a thought that retail companies are the main form of organisation
that makes most often use of digital-marketing where as 11 had favoured Hospitality
organisation. Beside this, 10 other responders were seemed to be in support automotive sector
while 12 participants were also their who favoured e-commerce business along with the 8 other
remaining participants who seemed to support the all of the above written businesses as
maximum user of digital-marketing.
Theme 3: Main benefit and advantage associated with the use and implication of digital
marketing
Q3) Which one is the main benefit and advantage associated with the
use and implication of digital marketing by a business organisation?
Frequency
26

a) Improved Conversion Rates 12
b) Global reach 15
c) More Cost Effective 13
d) Measurable Results 10
12
15
13
10
a) Improved Conversion Rates
b) Global reach
c) More Cost Effective
d) Measurable Results
Interpretation
An evaluation can be drawn with respect to above drawn pie chart that 12 participants
from total of 50 had favoured that improved conversion rate is the main benefit and vital
advantage of implication of digital-marketing while 15 other had favoured global reach for the
same. Beside these, participants 13 were seemed in support of more cost effective along with 10
other responders who favoured measurable results as main advantage associated with use of
digital-marketing through a business organisation.
Theme 4: Main significant importance and benefits availed by Tesco plc by use of digital
marketing practises
Q4) With respect to your view point what are the main significant
importance and benefits availed by Tesco plc by use of digital
marketing practises?
Frequency
a) Open New Markets 18
b) Dynamic promotional strategy 12
c) Personalization of content 9
d) Better communication 11
27

18
12
9
11
a) Open New Markets
b) Dynamic promotional
strategy
c) Personalization of content
d) Better communication
Interpretation
A discussion could be made based on above research findings that the main significant
importance and benefits availed by Tesco plc through making use of digital-marketing comprises
of open new market as favoured by 18 participants where as 12 other responders were seemed to
have thinking that dynamic promotional strategy is lead by use of digital-marketing. Beside this,
9 other individuals were having an implication that personalisation of content is enjoyed by
Tesco plc through making use of digital marketing along with 11 other left out participants who
supported better communication as main significant role of digital-marketing for Tesco plc.
Theme 5: Role played by digital-marketing in leading better success and enhanced
performance
Q5) What implication you are having regarding the role played and
lead by digital-marketing in leading better success and enhanced
performance of Tesco plc?
Frequency
a) Direct Role 40
b) Indirect Role 8
c) No role 2
28

Interpretation
the above drawn chart is depicting that 40 participants from a total of 50 selected
employees having an implication that direct role is played and lead by digital-marketing in
ensuring better success and enhanced performance of Tesco plc where as 8 had favoured indirect
role along with the 2 other remaining respondents that who had supported for the no role of
digital-marketing in ensuring and leading better success and performance of Tesco plc.
Theme 6: Main factor that is reflecting the vital role and influence of digital-marketing on
the success of Tesco plc
Q6) Which one is the main factor that is reflecting the vital role and
influence of digital-marketing on the success of Tesco plc?
Frequency
a) Meeting the needs of customers 16
b) Ensuring regular feedback 20
c) Effective way to conduct market survey 14
29
40
8
2
a) Direct Role
b) Indirect Role
c) No role

16
20
14
a) Meeting the needs of cus-
tomers
b) Ensuring regular feedback
c) Effective way to conduct
market survey
Interpretation
A discussion and evaluation can be made with respect to above pie chart that that 16
participants were having an opinion that meeting the needs of customers is a vital role and
influence of digital-marketing on the success of Tesco plc where as 20 favoured ensuring regular
feedback. As part from this 14 more participants were also their that who were having a thinking
that effective way to conduct market survey is a positive influence of digital-marketing on
success of Tesco.
Theme 7: Major drawbacks and challenges associated with use of digital marketing
Q7) Are you agreed with the evidence that some major drawbacks
and challenges are also associated with use and implication of digital
marketing by an organisation?
Frequency
a) Highly agree 10
b) Agree 8
c) Highly disagree 12
d) Disagree 9
e) Neither agree nor disagree 11
30

10
8
12
9
11
a) Highly agree
b) Agree
c) Highly disagree
d) Disagree
e) Neither agree nor disagree
Interpretation
On the basis of collected data through current investigation a discussion could be made
that 10 participants were highly agree with the evidence that some major drawbacks and
challenges are also associated with use and implication of digital marketing by an organisation
where as 8 seemed agreed along with 12 other respondents who seemed highly disagree with
above stated evidence. Further, 9 other participants were seemed disagreed along with 11 more
respondents who were neither agree nor disagree with the piece of information associated with
drawbacks and challenges of digital-marketing.
Theme 8: Most common issue and challenge encountered by marketing team while
implication of digital marketing
Q8) Which one is the most common issue and challenge encountered
by marketing team of Tesco while implication of digital marketing?
Frequency
a) Developing and managing website 15
b) Keeping balance with changing technology 12
c) Meeting dynamic wants of customers 13
d) Generating high traffic on website 10
31

15
12
13
10
a) Developing and managing
website
b) Keeping balance with
changing technology
c) Meeting dynamic wants of
customers
d) Generating high traffic on
website
Interpretation
With regard to above pie chart an evaluation and interpretation can be made that 15
participants from a total of 50 individuals were having a view point that Developing and
managing website is the most common issue and challenge encountered by marketing team of
Tesco while implication of digital marketing where as 12 favoured for Keeping balance with
changing technology as biggest challenge. Apart from this, it has been also observed during
current investigation that 13 participants seemed to have a view point that Meeting dynamic
wants of customers is a biggest challenge along with the other 10 left out respondents who
supported for Generating high traffic on website as a challenge of digital marketing.
Theme 9: Threat to privacy and security of personal data are main challenges of digital-
marketing
Q9) Do you accept the piece of information that threat to privacy and
security of personal data are main challenges and drawback
associated with use and implication of digital-marketing?
Frequency
a) Accepted 42
b) Rejected 5
c) Neither accepted nor rejected 3
32

42
5
3
a) Accepted
b) Rejected
c) Neither accepted nor rejec-
ted
Interpretation
the above stated diagram is providing information regarding the threat to privacy and
security of personal data as the main challenges and drawback associated with use of digital-
marketing which has interpretative that 42 participants had accepted this piece of evidence where
as 5 rejected this piece of evidence. Further, 3 participants were also their who Neither accepted
nor rejected the piece of information that threat to privacy and security of personal data are main
challenges and drawback associated with use and implication of digital-marketing.
Theme 10: Better strategies and set of action are essentially required to overcome above
stated challenges and drawback
Q10) Are you agreed with the fact that some better strategies and set
of action are essentially required and needed by Tesco plc to overcome
above stated challenges and drawback?
Frequency
a) Yes 44
b) No 2
c) Neutral 4
33

44
2
4
a) Yes
b) No
c) Neutral
Interpretation
It has been evaluated and observed during current investigation that some better strategies
and set of action are essentially required and needed by Tesco plc to overcome above stated
challenges and drawback as 44 participants from a total of 50 participants were seemed in
support of this fact where as only 2 opted against this piece of evidence. Apart from this, the
remaining 4 respondents were having a neutral opinion on the fact of need of better strategies to
overcome above stated challenges and drawback.
Theme 11: Strategies for resolving the challenges associated with implication of digital
marketing practises
Q11) What steps and strategies could be taken and adopted by Tesco
plc to overcome and resolve the challenges associated with use and
implication of digital marketing practises?
Frequency
a) Keeping customers at first priority 10
b) Regularly update website 14
c) Making use of trending technology 12
d) Selection of most viable digital platform 14
34

10
14 12
14 a) Keeping customers at first
priority
b) Regularly update website
c) Making use of trending
technology
d) Selection of most viable
digital platform
Interpretation
Keeping customers at first priority is taken as a suitable strategy for overcoming and
resolve the challenges associated with use and implication of digital marketing practises during
current investigation with getting support from 10 participants along with other 14 respondents
who seemed in support of regularly updating website. Beside this, an interpretation of collected
data would also lead to evaluation that 12 participants supported that making use of trending
technology is also a suitable way for Tesco plc to overcome and resolve the challenges
associated with use and implication of digital marketing practises along with selection of most
viable digital platform as favoured by left out 14 participants during the course of investigation.
Theme 12: Viable action to have a reduction in the threat and issues of privacy and security
Q12) Which one is the viable action and strategy that lead to a
reduction in the threat and issues of privacy and security faced by
Tesco plc during making use of digital platforms?
Frequency
a) Use of strong fire-walls 15
b) Safety through unbreakable password 12
c) Implication of cloud computing 13
d) All of the above 10
35

15
12
13
10
a) Use of strong fire-walls
b) Safety through unbreakable
password
c) Implication of cloud comput-
ing
d) All of the above
Interpretation
From current investigation it has been observed that organisation need to take effective
measures to lead a reduction in the threat and issues of privacy and security faced during making
use of digital platforms as 15 participants were having a view point that making use of strong
fire-walls is a viable strategy to have a reduction in the threat and issues of privacy and security
faced by Tesco plc during making use of digital platforms where as 12 had opted for safety
through unbreakable password. Apart from this, 13 more respondents are having a thinking that
implication of cloud computing is the viable action and strategy that lead to a reduction in the
threat and issues of privacy and security faced by Tesco plc during making use of digital
platforms where as other left out 10 respondents were seemed to be in support of all of the above
written option.
Theme 13: Overall impact and influence is lead by implication of digital marketing in the
success and performance
Q13) What overall impact and influence is lead by implication and use
of digital marketing in the success and performance of Tesco plc?
Frequency
a) Positive impact 48
b) Negative influence 1
c) No influence or impact 1
36

48
11
a) Positive impact
b) Negative influence
c) No influence or impact
Interpretation
the most vital understanding and finding of current investigation is reflected with the help
of above diagram that is showing the impact and influence of use of digital marketing in the
success and performance of Tesco plc. It has been find out that 48 participants from a total of 50
which accounts for the 94% of total of participants favoured positive impact and influence is lead
by implication and use of digital marketing in the success and performance of Tesco plc where as
only 1 participant opted for its negative impact along with the other 1 respondents who opted for
no influence and impact of use of digital marketing in the success and performance of Tesco plc.
4.3) Discussion
A discussion can be made on the basis of data collected that digital-marketing is basically
refers to a marketing approach and strategy which depends on the use of online channels and
internet connectivity to interact and connect with targeted customers. It has been also observed
that use of various digital media channels and online platforms are made by organisation as part
of digital-marketing strategy which consists of use of social media marketing, SEO, email
marketing, content marketing, etc. Thus, a discussion can be made that enhanced connectivity
and better reach is provided by use and implication of digital-marketing which makes it
important and viable for a firm. Apart from the discussion about the concept of digital marketing
and analysis of its importance could also be drawn from the above stated secondary data which
consists of certain major points. The main benefit and importance lead by digital-marketing
comprises of personalised experience for customers as it allow a more direct interaction with
specific set of customers by the way of social media and e-mails to meet and fulfil the particular
demands of a customer which provides a sense of comfort for them. Beside this, more advanced
37

analysis is also a major importance of digital-marketing that leads and ensures better content and
advertising to attract and cater attention of larger number of customers.
Beside this, an analysis about the role of digital-marketing in enhancing sales of an
organisation is also made on the basis of secondary data as it has been find out that digital-
marketing has became one of the most demanding platform for organisation that lead to
enhanced interaction and connection with customers to avail and reach higher level of sales and
productivity. A discussion could be made digital marketing is used by firms to conduct market
research by making use of content-marketing techniques which helps in getting enriched
information about the likes and desires of customers. Thus, digital-marketing ensures providing
of products and services that meets customers needs and demands which lead a significant
impact and vital role in enhancing seals of a company. Beside this, use of effective sales tools
under digital-marketing strategy also lead to better expansion opportunity and global reach that
leads a direct role in enhancing sales of a firm through improving and enlarging customer base
for an organisation. Further, an implication regarding the main challenges and privacy threats
associated with the use of digital marketing can also be made with the help of secondary data
collected for this research as it has been evaluated that developing consistent branding is quite
challenging and difficult for firms in current cut throat competition. Beside this, managing
website is also a vital challenge encountered by modern marketers as it become more difficult to
design an appealing and attractive website that cater the attention of customers. Further, keeping
a balance with a technology is also a major threat as new innovation and up-gradation are going
in business environment. But still the major issues and biggest challenges of digital-marketing is
associated with privacy and security threat which are discussed as threat of data privacy of
consumers.
Apart from this, a discussion regrading the ways and strategies that could be adopted by a
firm to overcome the challenges associated with use of digital marketing is also made which
comprises better strategies and ways to keeping the website and other tools up with the current
web trends which ensures and leads to overcome the threat of generating traffic through
attracting more customers for updated content and technology. The another step that could be
adopted by a company to overcome threats of digital-marketing comprises of keeping the
customer at first priority. This strategy of keeping needs and wants of customer at top priority
lead to delivery of more viable products and services to overcome the threat and challenges of
38

high competition. Apart from this, making use of trending technology is also a significant way to
ensure a balance and well set coordination with new innovation and technology which lead a
more interactive and better tools for leading communication with customers. The another
important strategy to overcome challenges of digital-marketing comprises of selection of most
viable digital platforms that enureses and laeds to connection with larger number of target market
which consists of Faceboook, Instagram, Twitter, youtube, etc. Apart from all thaes ways,
adoption and implication of strong fire walls and cloud computing strategies is must and most
viable for a company to overcome the threat and issues of security and privacy by providing a
more secure and safe way of digital-marketing where information is protected with fire walls and
strong password.
Further, on the basis of primary data collected for current dissertation an analysis and
discussion can be made that increasing importance of the conception of digital marketing in seen
among business organisation as many crucial benefits and advantages are lead by this. Further, a
new findings about the forms of businesses and organisation that makes maximum and more
often use of digital marketing is also made by current primary research which comprises of
Retail companies, Hospitality organisation, Automotive sector and E- commerce business out of
which e-commerce and retail companies makes maximum use of digital tools and online
channels to have better interaction and enhanced reach towards customers. Beside this, a
dicussion about the main benefit and advantage associated with the use and implication of digital
marketing by a business organisation is also made which consists of Improved Conversion Rates,
Global reach, More Cost Effective marketing along with Measurable Results. Apart from this,
some other significant aspects and implication of digital-marketing are also evaluated which
comprises of Open New Markets, Dynamic promotional strategy, Personalization of content and
Better communication which lead a positive impact on overall performance and sales of an
organisation. Further, a discussion about the main implication and result of current dissertation
could also be made which reflects a direct and positive role of digital-marketing in leading better
success and enhanced performance for a company. It has been also observed from current
research work that Meeting the needs of customers, Ensuring regular feedback and Effective way
to conduct market survey are main factor that is reflecting the vital role and influence of digital-
marketing on the success of a company.
39

Apart from this, it has been also evaluated from current investigation that some
challenges are also there which are associated with the use and implication of digital marketing
by an organisation. Out of these challenges and drawbacks the most common issue and challenge
encountered by marketing team of a company while implication of digital marketing comprises
of Developing and managing website, Keeping balance with changing technology, Meeting
dynamic wants of customers and Generating high traffic on website along with evaluation of the
fact that threat to privacy and security of personal data are main challenges and drawback
associated with use and implication of digital-marketing. Thus, a discussion can be made that
some better form of strategies and set of action are essentially required and needed by business
companies to overcome and resolve these challenges and drawback. As per the view point of
respondent during current investigation it has been find out that Keeping customers at first
priority, Regularly update website, Making use of trending technology and Selection of most
viable digital platform could be taken and adopted by a firm to overcome and resolve the
challenges associated with use and implication of digital marketing practises. Further, an
observation is also made that Use of strong fire-walls, Safety through unbreakable password and
implication of cloud computing are viable action and strategy that lead to a reduction in the
threat and issues of privacy and security faced by a company during making use of digital
platforms. Thus, a discussion and evaluation can be made that positive impact and influence is
lead by implication and use of digital marketing in the success and better performance of an
organisation.
CHAPTER 5: CONCLUSION & RECOMMENDATION
5.1) Conclusion
On the basis of current dissertation a conclusion can be made that digital marketing is
vital and important conception of business organisation that provides and ensures a vital tool to
interact and connect with target audience in a more efficient way. An implication can be made
from current dissertation that use of several challenges are made by a firm as part of its digital-
marketing strategy which comprises of SEO, content marketing, social media marketing, etc.
Content marketing is taken as crucial essence of digital-marketing strategy which comprises of
attractive content to entertain, persuade and inspire buyers to make purchase. Further, use and
implication of SEO and social media marketing also leads to most effective and viable ways of
40

digital-marketing and advertising through leading more personalised way to connect and interact
with customers along with advanced analytics to cater and attract larger number of customers.
Further, a conclusion regarding the crucial and vital role of digital-marketing in
enhancing sales and productivity of a firm is also drawn from current investigation which
comprises of many factors that lead to enhanced target market and better productivity. A viable
tool is provided by digital-marketing to conduct a market survey and research through use on
online channels to become more aware about the needs and preference of customers thus, it can
be summarised that digital-marketing ensures selling of products and services that meets
customers needs. Further, it has been also summarised that use of viable sales tools as a part of
digital-marketing strategy ensures and leads to enhanced global reach and lead to better
expansion opportunity which have a direct role in enhancing sales and productivity of a
company.
Apart from this, a summarization about the main challenges and privacy threats
associated with use and implication of digital-marketing is also made by current dissertation
which reveals about developing consistent branding, managing website and determining
marketing return as vital issues of digital-marketing along with e-mail marketing risk, threat to
data privacy of consumer along with social media disruption. Further, the primary research
undertaken reflects that threat to privacy and security of personal data are main challenges and
drawback associated with use and implication of digital-marketing as it directly associated with
breach and leak of crucial and vital information that is hazardous for all organisation and firms.
The final objectives of current research is associated with the evaluation of ways and
strategies that could be adopted by a company or form to overcome the challenges of digital-
marketing regarding which a conclusion can be made that Keeping Up with Web Trends,
Making use of trending technology, Selection of most viable digital platform and Keeping the
Customer First are viable ways to have better implication of digital-marketing. Further, a
conclusion can also be drawn that Use of strong fire-wall, Safety through unbreakable password
and Implication of cloud computing are viable strategies to ensure a reduction in threat of
privacy issues and security breach encountered as major issue while making use of digital-
marketing and online platforms.
41

5.2) Recommendation
On the basis of current investigation it has been find out that digital-marketing is
important for an organisation but still many challenges and drawback are associated with
utilisation of digital-marketing. The main issues encountered by companies while implication of
digital-marketing comprises of developing consistent branding as it difficult to develop a
relevant and recognizable brand over online channels due to enhanced competition level thus,
keeping up with the trends is highly recommended for Tesco as it ensures a balance and
coordination with latest and innovative technology to ensures development of consent branding.
Apart from managing website is also taken as threat for business organisation as it difficult and
complex to regular update content over site thus, keeping customers at first priority and making
changes in content over time is suggested for Tesco Plc to meet the expectations and desire level
of customers which accomplish enhancement in sales and productivity. The other threat faced by
a company while implementation of digital-marketing comprises of Determining marketing
return on investment and Generating traffic and leads which can be overcome by the way of
Making use of trending technology and Selection of most viable digital platform.
Making use of trending technology is highly recommended for Tesco Plc as it ensures a
balance with rapidly changing technology and advancement in techniques thus provides a more
viable and interactive way for Tesco to interact and communicate with its customers. Further,
selection of a most viable set of platform is also recommended for Tesco as opting a platform
with maximum number of account holders and visitors is also viable and better for an
organisation as it offers and provides interaction with larger number of customers which have a
positive impact on sales and productivity of Tesco. Still the the most viable and harmful threat
associated with utilisation of digital-marketing comprises of Email marketing risk, Threat to data
privacy of consumer and Social media disruption which are related with privacy threat and safety
of content. Thus, to recover and overcome safety threats adoption of some strong password and
fire walls are recommended for Tesco.
It is suggested for Tesco plc to implicate and adopt use of strong fire-walls and cloud
computing as it ensures and provide a safe framework for Tesco plc to maintain safety and
security of crucial information regrading the accounts and personal information of customers
while transferring and sharing information during use of Digital-marketing strategy. Adoption of
Fire-walls provide an interface and network security system which typically establish a barrier
42

and check between trusted and un-trusted network while making use of internet and other online
channels. Further, implication of cloud commuting is also recommended for Tesco as it provide a
fast and more safe use of software and other facilities over a network through use of encryption
to safeguard information from unwanted hackers. Encryption and cryptography forms a part of
security over cloud computing to offer a safe and more efficient transaction and communication
through ensuring recording of crucial information about taste and preference of customers along
with their personal records and information.
Thus, on the basis of above discussion keeping customers at first priority is suggested for
Tesco as it ensures more viable use and formulation of digital marketing strategy as per the needs
and wants of customers to enhance its sales margin. Further, making use of trending technology
and regular up-gradation of content over website is also recommended for Tesco to ensures a
balance with changing technology which provided a upper hand on competitors and attract and
cater attention of larger number of target customers and influence them for making purchases At
last, use and implication of strong password and fire wall is recommended for Tesco plc to
overcome the privacy threat while making use and implication of digital-marketing and other
online sales tools.
CHAPTER 6: REFLECTION
The leading out of current instigation is very informative and knowledgable for me that
provides an enhanced implication and understanding about the topic of digital-marketing and its
role in enhancing sales and productivity of a company. Use of viable and appropriate research
method were made by me that comprises of Positivism philosophy and deductive approach to
meet set objectives in more efficient way by way of systematic study and investigation which
supported better scanning and testing of quantifiable data. Beside this, utilisation of quantitative
type of investigation was made by me that was also viable and appropriate to lead out current
investigation in a cost and time effective way. I had made collection of data with the help of
questionnaire that is easy and viable way for gathering information from a larger number of
respondents in relatively less time. Thus, application of current research methodology are
efficient and viable in meeting set objectives along with providing better presentation and
communication of facts and results with the help of pie charts and frequency table.
Apart from this, some barriers and obstacles are also faced by me which comprises of
lack of resources and time management thus adoption and implication of statistical tool and
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research methodology is made. Further collection of authentic data is also a challenge faced by
me thus, data has been collected from both primary and secondary sources of information. To
maintain ethical consideration BERA code of ethics was also applied by me for current
investigative and study haloing with utilisation of provision of data protection act to maintain
safety and privacy of collected information.
44

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