Search and Social Media Marketing PDF

DISSERTATION
PROPOSAL
SEARCH AND SOCIAL MEDIA
MARKETING

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
COMPANY OVERVIEW.....................................................................................................................3
RATIONALE: ......................................................................................................................................4
AIMS AND OBJECTIVE ...................................................................................................................4
RESEARCH METHODOLOGY.........................................................................................................5
Research approach...........................................................................................................................6
Data collection ................................................................................................................................6
Sampling..........................................................................................................................................6
Data Analysis...................................................................................................................................6
Action plan for agreed specifications..............................................................................................6
REFERENCES.....................................................................................................................................8

INTRODUCTION
The social media marketing is the method of making the consumers aware about the company
through social networking portals. With the intense use of digital technology and communication,
the buying and selling scenario has modified to a great extent. Also, the efficiency of internet to
reach billions of individuals around the world has provided online word of mouth a dominant voice
and distant reach (Cohen, 2005). The social media marketing mainly concentrate on the efforts to
develop content that grabs the attention of maximum audience and stimulate them to purchase the
product and services of the company. Therefore, social media marketing is effective method that
helps in promoting the offerings of entity. There are many sites that can be used by the organization
for promotion such as, Facebook, Pinterest, Twitter, Youtube, Google Plus, Instagram and LinkedIn
etc.
With the help of social media marketing, the company can direct interact with customers and
thereby improve brand recognition and customer loyalty. The social media marketing is beneficial
as it helps in increasing the traffic on the brand site and thus turns possible customers to the actual
one. Also, it is a cost effective method that can be used for expanding business to reduce marketing
expense (Evans, 2012). The search marketing is a method that can be adopted to acquire online
presence and quality traffic through paid and unpaid strategies on search engine portals like, Google
etc. It is an effective way of placing e-advertisement on web portals that reflect outcomes from the
search engine question. By using this technique, company can highlight the new products and
services introduced by it and pull customers to purchase them. This aspect further makes use of
functions like, search engine optimization, pay per click, cost per click and paid search ads etc. The
search engine marketing is effective method of improving the visibility of brand page which further
assist in boosting the sales of its offerings. The search and social media marketing are effective
tools that enable a corporation in increasing the customer base.
COMPANY OVERVIEW
Dorothy Perkins is a multinational women fashion retailers of UK. It is leading company
founded in 1909 and it is operating in fashion and clothing industry. Dorothy Perkins is part of
Arcadia group which is regulated by Sir Philip Green. The main objective of the organization is to
assure that its customer feels confident when purchasing the products of the brand. At present, the
corporation operates nearly 600 inspirational stores in UK and over 120 stores across the globe. The
main target of the brand is to provide fashion apparels for females aged 25-35. The entity have