(PDF) Impact of Digital Marketing on Business

UNIT 11 RP

TABLE OF CONTENTS
1. RESEARCH PROPOSAL...........................................................................................................1
Topic.......................................................................................................................................1
Aims & Objectives:................................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Rationale.................................................................................................................................1
Review of Literature...............................................................................................................1
Research time plan.................................................................................................................2
Research approach and methodology.....................................................................................2
2. RESEARCH DISSERTATION...................................................................................................2
A) RESEARCH TOPIC, STATEMENT, OBJECTIVES AND SIGNIFICANCE.........................2
Research proposal...................................................................................................................2
Aim.........................................................................................................................................2
Objectives...............................................................................................................................2
Research Question..................................................................................................................3
Significance of the study........................................................................................................3
B) REVIEW OF LITERATURES...................................................................................................4
Theme 1: Study the implication of digital marketing on the sales of The Hotel Qbic UK....4
Theme 2: Identification of challenges of digital marketing experienced by The Hotel Qbic UK
................................................................................................................................................5
Theme 3: Analysing growth of the enterprise with use of digital marketing approach.........5
C) RESEARCH APPROACH & METHODOLOGY....................................................................7
Research Approach.................................................................................................................7
Research Design.....................................................................................................................7
Data Collection.......................................................................................................................7
Sampling.................................................................................................................................8
Research Philosophy..............................................................................................................8
Data analysis...........................................................................................................................8
Cost, Access and Ethical issues..............................................................................................9

Reliability and Validity..........................................................................................................9
D) DATA COLLECTION & INTERPRETATIONS......................................................................9
E) CONCLUSION, RECOMMENDATION AND REFLECTION ON THE RESEARCH
PROCESS......................................................................................................................................23
Reflection on the effectiveness of research methods...........................................................23
Alternative Research Methodologies...................................................................................23
3. COVERED IN PPT....................................................................................................................24
Verbal presentation...............................................................................................................24
REFERENCE.................................................................................................................................25

1. RESEARCH PROPOSAL
Topic
The Implications Of Digital Technology On Sme's.
Aims & Objectives:
Aim
“To determine the impact of digital marketing on sales growth of SME's. A study on Hotel Qbic
UK.”
Objectives
1. To study the implication of digital marketing on sales of The Hotel Qbic, UK.
2. To identify challenges of digital marketing experienced by The Hotel Qbic, UK.
3. To analyse growth of the enterprise with use of digital marketing approach.
4. To recommend ways to have improvement in business activities by implementing digital
marketing approach at the Hotel Qbic, UK.
Research questionnaire-
 What is the implication of digital marketing on sales.
 What are the challenges of digital marketing expeienced.
 How to analyse the growth of enteroruse with use of digital marketing approach.
Rationale
The present report is based on relevance of maximisation in sales with use of digital
marketing approach. The reason behind choosing this topic is to get depth knowledge about the
study. This study will help me to develop perception about uses of digital marketing approaches.
The manager and employees of any firm should have idea that how digital marketing method
will be used and how potential customer are to be reached by using digitalisation approach
(Quinton and Simkin, 2017). Thus, it can be said that digital marketing concept will be helpful to
transform the growth of enterprise. It helps to facilitate strategical edge and competitive
advantage in market.
Therefore, skilled labour workforce, efficient process and supportive technology enables
to connect with potential customers and it also shapes interaction with them (Sigala, 2018.). In
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this, digital marketing is very versatile approach yet more demanding as compared to traditional
marketing strategies.
Significance of the study- The present research study is based on determine the impact
of digital marketing on sales growth of SME's, Hotel Qbic, UK. This sudy will help to
researcher to gether the depth information about the topic of research. With the help of determine
teh implication of technology on marketing of hoten enterprise, teh reserahcer can able to take
further investigation. By the use of it, the reserahcer can able to get depth insights about the topic
of researach.
Review of Literature
According to Kannan, (2017), digital marketing is implemented for long term
profitability and productivity. Customer are more comfortable with the use of internet and other
electronic tools. Thus, interaction with them is easier for companies which results in increase in
sales. In this, it can be said that there are some challenges faced by Qbic like lack of financial
resources and proficient employees and this are major cause to barricades growth of an entity.
employees.
Thus, As per the view point of Schegg and Stangl(2017) future growth in sales can be
measured with the help of customer behavior and effective tracking. As per the view of Schegg
and Stangl, (2017) employees should provide effective training so that they can able to make
the use of advanced techniques and perform their best.
As per the view of Perera and Perera, (2017) states that innovative things are about to
bring if manager use to think outside the norms. In this, manager of Qbic taking initiatives to
design effective website as it is reflection of the enterprise. It is effective in terms of attracting
and retaining customers. Thus, changes are essentials to bring transformation in firm activities.In
contrary to de Queiroz Falcão and et.al., (2017) states that by creating comprehensive customer
insights program enterprise is able to delivering superior experience to buyers.
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Research approach and methodology
The research method aids to gather the depth information about the topic of research. Thus, it
has been defined in below presented manner as-
 Research philosophies- It is belief that helps top gather, analyzed and used. Thus, these
are of types as interpretivism, epistemology, doxology and positivism. Herein, the
reservedness will have the use of positivism technique.
 Research approach- This is plan and procedures that aids to get the detailed information
about the topic of research. It is method that assists to collect data, analysis and
interpretation. There are basically two approaches. Thus, researcher will have the use of
inductive techniques.
 Research design- This is set of method that helps to collect and analyze the information.
Thus, research design may be of many types as descriptive, quantitative and quasi
experimental. On the other hand, researcher will have the use of descriptive technique.
 Data collection- It is systematic way to get the depth information about the topic of
research. There are two types of techniques as primary and secondary. Thus, researcher
will have the use of primary technique.
 Sampling- It is one of the effective method in terms to conduct the proper survey. Thus,
two kind of techniques as probabilistic and non probabilistic. Thus, researcher will have
the use of non probabilistic technique. Activities and Timeline scale-
The activities and plans are needed to be constructed effectively so that each activity can
get done at proper deadline.
Timeline:
Activities 1th
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topic
Literature
Review
Designing
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methodolo
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Design
question
of
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Carry out
Research
activities
Data
Analysis
and its
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Conclusio
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recommen
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Final
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Editing &
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2. RESEARCH DISSERTATION
A) RESEARCH TOPIC, STATEMENT, OBJECTIVES AND
SIGNIFICANCE
Marketing is an activity which is comprises by set of institution as process of creating,
communicating, delivering and exchanging product and services to customers (Lagat and
Frankwick, 2017). Over the years, implication of digitalisation has evolved overall process of
marketing. The main aim of every enterprise is to enhance its profitability. Thus, implication of
digital marketing aids to bring high level of interconnectivity with customers. It is crucial
element to understand current needs of buyers. The growth of any firm occurs with use of good
utilisation of resources and its capacities which are uses to facilitate long term sustainability in
market (Blakeman, 2018).
In order to carry out research effectively, The Hotel Qbic will be taken into consideration.
The motive is to understand the requirement of customers and deliver them good product and
services with use of digital marketing approach. Moreover, report will make empirical literature
on the impact of digital marketing approach about performance of company. To create
systematic way for competition of the research, aims and objectives are formed in below context
as follows-
Research proposal
Aim
To determine the impact of digital marketing on sales growth of SME's. A study on Hotel Qbic,
UK.
Objectives
5. To study the implication of digital marketing on the sales of The Hotel Qbic, UK.
6. To identify challenges of digital marketing experienced by The Hotel Qbic, UK.
7. To analyse growth of the enterprise with use of digital marketing approach.
8. To recommend ways to have improvement in business activities by implementing digital
marketing approach at the Hotel Qbic, UK.
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Research Question
1. What are implications of digital marketing on the sales of Hospitality sector of UK?
2. What are digital marketing challenges experienced by The Hotel Qbic UK?
3. How to analyse growth of enterprise with use of digital marketing approaches?
Illustration 1: Digital marketing
(Sources: How Digital Marketing Impacts the Growth of Your Brand, 2018)
)
Significance of the study
In recent years, digital technology works as to revolutionised the growth of an enterprise.
Technology enables to have better customer experience by having effective marketing
technology which aids as to automate process, personalise interaction and coordinate all actions
(Ali, Murphy and Nadkarni, 2018). Thus, technical advancement is assistive in terms to
monitoring, tracking and managing effectiveness of marketing investment. The Hotel Qbic is
making use of digital marketing approach so it can be more customer centric. In addition to this,
number of firms are using this approach for creating comprehensive customer insights programs.
Thus, buyers get attracts after seeing the advertisement on media channels so it helps to create
brand development of particular organisation.
Moreover, Digital marketing method work as to provide unprecedented number of
opportunities to talk directly with their potential customers. The well designed digital marketing
approach is one of proven and cost effective medium that enables SME's to better challenges of
market and develop stable growth (Hänninen and Karjaluoto, 2017). Furthermore, digital
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marketing strategy will address large number of audience to Hotel Qbic and it aids to enrich
growth of the enterprise. Thus, to maximise the growth it is essential to use digital marketing
approach so that long term sustainability can be maintained. With help of it, potential customer
can be approached and it maximise the profitability as well productivity of enterprise.
B) REVIEW OF LITERATURE
This is one of crucial aspect that enables various kind of research which will be carried
out by differed researchers. Thus, it is assistive to develop depth knowledge about the research
topic.
Theme 1: Study the implication of digital marketing on the sales of The Hotel Qbic UK.
According to view of Kannan, (2017) states that there are various customer who have
diverse set of preferences and it is important for firm to understand needs so that maximisation of
entity can be possible. Thus, Schegg and Stangl, (2017) states that term digital marketing can be
defied as buying and selling on information product and services with use of computer networks
and internet. In this context, it is essential to implementing the digital marketing approach. In
contrary to Patti and et.al., (2017) states that hospitality sectors there are number of departments
as are chefs, employees, receptionist etc. With use of approach as digital marketing
communication can be more transparent and it leads to have long term profitability and
productivity.
Thus, manager of Qbic are taking initiatives to keep information easily accessible with
just a click of mouse. It is crucial for hospitality sector to understand needs of buyer so that it is
possible to have maximisation in profitability as well as productivity. Thus, digital marketing
approaches creates boom to the enterprise as its provide technical advancment so that firm can
able to operate its bujsiness actibities proficiently. With help of it, enterprise can able to be more
inter-connective. With use of technical advancement it can be possible to improvise internal
collaboration. According to the view of Watson and et.al., (2018) states that this approach is also
assistive in relation to establishing relation between product offered in market and targetted
buying behaviour groups.
Thus, it can be said that when new techniques are implemented than there are more
chance to bring improvement and understanding that differed preference of customer in market.
It is one of effectiveapproach to set better interaction with customer's. As per the view of Nagle
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and Müller, (2017) technical advancement are creating buzz in modern scenario. The main
challenge under this scenario is to have use of digital marketing approach for measuring
performance indicator of the enterprise. According to view of de Queiroz Falcão and et.al.,
(2017) states that the technological advancement provides as unprecedented number of
possibilities to have direct interaction with potential customers. In this, it can be said that digital
marketing works as to revolutionize overall activities of an enterprise.
Theme 2: Identification of challenges of digital marketing experienced by The Hotel Qbic, UK
According to view of de Queiroz Falcão and et.al., (2017) states that targeting right
audience is crucial aspect in managing activities of marketing. The cost is biggest challenge for
adopting digital marketing techniques, managers allow and worry about things that how to bring
innovation with use of technical advancement. Constantly, it can be seen in techniques of
marketing and strategies from print to digital in the last few years. In contrary to Watson and
et.al., (2018) states that interaction with customer have become more efficient with help of new
tools. It aids to keep track over performance of audience. One of the major challenges faced by
enterprise are lack of efficient employees. It is major cause for implementation of technical
advancement in Hotel Qbic, UK.
Thus, proactive employees helps to bring competitive advantage and sustainability.
Moreover, it can be said that staying alert and well informed about technology is best way to stay
in sync with the new strategies. Under this. Direct interaction with customer becomes as ease to
perform the organisation function in proficient manner. According to the view of Sigala, (2018 )
states that enhancement in use of digital marketing can creates potential threats as it maximise
cybercrime offences. Sometimes, lack of financial resources are core issues and its barricading
future growth of the enterprise.
Theme 3: Analysing growth of the enterprise with use of digital marketing approach
In this, digital marketing approach has brought astonishing changes in ways to bring
product and services in market. According to view of Watson and et.al., (2018) states that
marketers need to understand the accessibility of digital facilities to youth group as it is helpful
in launching any product and services. With use of digital marketing approach, the firm is able to
bring strategic edge and competitive advantage. It also aids to track and analysing the customer
behaviour and works as to insights to decision makes instantly.
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As per the view of Schegg and Stangl (2017) states that business growth can be
measured with help of effective tracking, analysing and interpreting customer behaviour so that
future action can be predicted. Thus, Quinton and Simkin, (2017) states that digital marketing
approach creates capability that directly enables speed, agility, experimentation, interactive
development and responsiveness this all helps to shape marketplace.
The growth can be easily analysed by continually track over business activities and firm
should take instant feedback of customers. In addition to this, O’Gorman, Lochrie and Watson
(2014) main motive of bringing digital market is to get in touch with customer on regular basis
so that their needs can be identified. This type of working will be helpful to bring long term
productivity and profitability to the Hotel Qbic, UK. The firm should target key audience in
market and offer product which will help to satisfy their appetite. The Qbic is facilitating the
online communication media with help of which they can easily book their room as per their
preference. It works to ease for facilitating future growth to the Hotel Qbic, UK.
C) RESEARCH APPROACH & METHODOLOGY
Research Approach
Research approach can be described as procedure and plan which has different types of
wide predictions to detailed method of data collection, examination and its interpretation. Thus,
it is based on nature of research approach that has to be resolved. Research approaches should
make sense and involves various kinds of decisions required to be taken the impact of digital
marketing on sales growth of SME in UK. There are two types of research approaches i.e.
Inductive and Deductive. In this research, inductive approach is used because it is concerned
with emergence of new theory and ideas from data. Data collected generalised from specific to
general level (Awad and Soliman, 2017). It is mainly used to explore a particular phenomena and
identify patterns and concepts that could eventually generate conceptual framework. Thus, there
is no chance of falsification of data. On the other hand, deductive approach aims on existing
theory which designs a reserach strategy to analyse a hypothesis. It's reasoning is basically from
paticular to general.
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Research Design
Research design can be considered as fixed set of procedures and methods used to gather
and analyse measures of specified variables for problems. Research design is done to identify
purpose and it includes research strategies and methods for data collection and analysis. It can be
considered as the choice of specified methods of collection information which is further
analysed. There are three types of research design i.e. descriptive, exploratory and explanatory.
Descriptive method is used in this research because it includes broad range of economic and
social information and it is concrete (Rate and et.al., 2017). It provides the in-depth knowledge
of information. It refers to the type, design and data analysis, which will be applied to a given
topic. While, explanatory method provides casual explanation. Exploratory method is conducted
when problem is not analysed clearly. Thus, this research aims at descriptive method which
would describe various questions.
Data Collection
Data collection is the procedure of collecting and measuring information on targeted
variables in an established form. It is an element of research in all fields which ensures accurate
and honest collection. It is the process of measuring and gathering information which is a
systematic approach from a variety of sources. It can be categorised into two types: primary and
secondary method. This research has preferred primary method because it provides certainty of
quality of data. Surveys, focus groups and interviews are embedded in this method. On the other
hand, secondary method refers to information collected from other user. In addition to this,
secondary information can be collected with use of books, journals, magazines and online article
etc.(Perera and Perera, 2018). Secondary is analysed and focussed on visual and verbal material.
It has been already used for another research so it is easy to carry out further work. It can be in
the form of primary data from these departments. Data collected in secondary are not reliable as
compared to primary method. It lacks specificity and describes only existing reports. Thus, this
report focuses on primary method.
Sampling
Sampling can be referred as specific way to gather information from targeted population
which is further involved in research work. It is a process of statistical analysis in which
predetermined number of observations are taken from a large population (Lui and Au, 2017).
This could be random or purposive sampling. This research would be purposive in nature
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because it would be based on accurate findings and speed of the work. In this research sample
size would be of 30. These respondents are employees of Qbic hotel.
Research Philosophy
Research Philosophy are based on crucial assumption and is related with knowledge,
nature and development of research work. It should be deep and profound. Information collected
must be sensitively analysed and then used. It is a belief that the way in which information is
collected for impact of digital marketing on sales of Qbic should be qualitative. There are two
types research philosophy: interpretivism and positivism. This research is uses interpretivism
approach because it is subjective and facts are discovered to understand the ways in which
various people interpret the world. It deals with philosophical position of idealism (Kannan,
2017). On the other hand, theories and hypothesis are generated in positivism. It is objective in
nature.
Data analysis
Data analysis is a process of investigating and transforming data with the goal of
discovering meaningful information with the support of decision making process. It is used to
extract information from the gathered resources. This can be classified into qualitative and
quantitative methods. In this research, qualitative research is used to gather detailed information
on the topic. This can be done through interviews, focus groups, getting opinions through experts
and open ended surveys. It is used to uncover trends and views and used to gain underlying
motivations and reasons (Benz and Tanner, 2017). On the other hand, quantitative research is
used to quantify problems through statistics by generating numerical data. It is used to quantify
behaviours, attitudes, opinions and other variables which results from large sample of
population. This includes mobile and online surveys, systematic observations and longitudinal
studies.
Cost, Access and Ethical issues
Cost is the estimation of budget or amount of money needed to complete project work.
Costing is required for various things like labour, resources, bills of materials, risk estimation. It
should not exceed while doing research work else it could effect quality and scope of it. Overall
cost structure is made up of all aspects of the project that have monetary components. It is
considered as one of constraint of project management plan. For the success of research
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accessibility of data is very important. Easily accessibility helps to focus and move quickly
towards the target (Lagat and Frankwick, 2017). This accessibility is based on minimizing
redundancy of research efforts and drawing more valuable and reliable conclusions from data
collected. Besides this, ethical considerations are also prioritised. There should not be any harm
to participants of project. They deserve dignity and full consent prior to study. It is important that
confidentiality of the data should be maintained and ensured. Transparency and honesty
regarding communication should be done.
Reliability and Validity
Reliability and validity of data is done to see whether the tools and techniques applied
were effective or not. Validity is mainly related with meaningful results of research work.
D) DATA COLLECTION & INTERPRETATIONS
Questionnaire
Name:
Age:
Gender:
1. Is it easy to maintain company's website?
 Yes
 No
2. According to you why digital marketing is important for sales?
 Collaborates business
 Increases conversion rate
 Customer support
3. Are employees of Qbic trained for digital marketing?
 Yes
 No
4. Which social media is mostly used by Qbic for sales?
 Facebook
 Instagram
 Twitter
5. How digital marketing has changed business structure?
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 Transparency of Demands
 Instant communication
 Encourage Innovation
 Increase competency
6. Sales has increased due to digital marketing.
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
7. How much growth you have seen in sales due to digital marketing?
 10%
 25%
 40%
8. What is the role of digital marketing in sales?
 Customer acquisition
 Availability of multiple channels
 Cheap advertising
9. Which type of digital marketing should be used by Qbic for sales?
 Email-marketing
 Social Media Management
 Website Design
10. In future do you think digital marketing will replace traditional marketing?
 Yes
 No
Theme 1: It is not easy to maintain website of Qbic.
1. Is it easy to maintain company's
website? Frequency Percentage
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Yes 18 60.00%
No 12 40.00%
Interpretation: As per the above graph it can be interpreted that digital marketing is possible if
company is having the enough information on online site and it also helps to enhancing
profitability to enterprise. The firm should have online present so that customer can easily access
to it. With help of it, enterprise can able to get success in market. There are total number of 30
respondents. In this, 18 said Yes, 12 said No to it. The majority of respondent said that with use
of digital marketing approach firm is able to run operational working effectively. In this way,
each firm should have enough information available on the website so that profitability of an
enterprise can be maximised. In this way, it can be said that the effective use of information will
be helpful to create better advantage in market.
Theme 2: Digital marketing is important for sales
2. According to you why digital marketing
is important for sales? Frequency Percentage
Collaborates business 10 33.33%
14
18
12
Yes
No

Increases conversion rate 11 36.67%
Customer support 9 30.00%
Interpretation: With help of above stated graph it can be interpreted that digital marketing is
crucial aspect to bring long term benefits to enterprise. It works as aid to target the potential
customer and to access their current needs. It facilitates the effective growth so that there can be
possibility of maintaining long term sustainability in market . It is a helpful approach because it
is beneficial for informing the customer about product and services. Thus, there are total number
of 30 respondents. In this, 10 respondents are in the favour that it brings collaborative success,
11 said that it helps to have increment in conversion rates and 9 said it is effective in terms to
provides supports to customers. In addition to this, with help of digital marketing performance of
an enterpriose can easily be improvised. . It provides helps in terms of tracking and monitoring
the performance of an enterprise effectively. The effective techniques and strategies are helpful
in order to transform business activities.
15
10
11
9
Collaborates business
Increases conversion rate
Customer support

Theme 3: Employees of Qbic are not trained for digital marketing
3. Are employees of Qbic trained for digital
marketing? Frequency Percentage
Yes 17 56.67%
No 13 43.33%
Interpretation: According to present above chart it can be interpreted that It is essential to
provide effective training to the employees so that they are able to perform their role effectively.
The enterprise should have expert who can work as to provides ways to improvise performance
of workers . It is not possible to operate technical advancement for everyone. Thus, it is essential
to provide the idea about it. There are total number of 30 respondents out of which 17 said yes
and 13 are not in favour of it. In addition to this, it is crucial for bring long term sustainability
and profitability. Thus, it can be said that training is a weapon which helps to expertise the
workers so that productivity to an entity can be enhanced.
16
17
13
Yes
No

Theme 4: Qbic uses Facebook for digital marketing.
4. Which social media is mostly used by Qbic for
sales? Frequency Percentage
Facebook 16 53.33%
Instagram 8 26.67%
Twitter 6 20.00%
Interpretation: In present scenerio, the maximum number of respondents uses to relay over
social media marketing. With use of social media approach firm is able to bring long term
advantages in martket. With help of it, better and efficient result can be achieved. There are total
number of 30 respondednts. In this, 16 said yes for using Facbook, 8 are relaying over Instagram
and 6 uses Twitter. Morever, social media is the floor which provides instant information to
buyers in market. The offering or product and services can easily be accessed by customers.
17
16
8
6
Facebook
Instagram
Twitter

Theme 5: Digital Marketing has changed business structure of Qbic.
5. How digital marketing has changed
business structure? Frequency Percentage
Transparency of Demands 9 30.00%
Instant communication 8 26.67%
Encourage Innovation 4 13.33%
Increase competency 9 30.00%
Interpretation: Technical advancement has revolutionized overall growth of the enterprise. It
works as to adds reputation to enterprise and develop brand image in eyes of buyers. It is
effective way in order to bring improvement in effectievness of marketing . Develop and manage
the enterprise performance will be crucial to bring competitive advantages and strategical edge.
Thus, there are total number of 30 respondents. Out of which 9 are in favour to develop
18
9
8
4
9
Transparency of Demands
Instant communication
Encourage Innovation
Increase competency

transparency of demand, 8 said that it is assistive to bring instant communication, 4 said it is
helpful to encourging innovation and 8 said it is effectieve in order to have increment in
competency. In addition to this, it can be said that Digital marketing are crucial in order to bring
long term advantages and develop brand image in eyes of customers. Morever, tracking,
analysing and interpreting behaviour of customers and attitudes will be crucial to performing the
bsuiness activities effectively.
Theme 6: There is increase in sale due to digital marketing.
6. Sales has increased due to digital marketing. Frequency Percentage
Highly satisfied 11 36.67%
Satisfied 6 20.00%
Neutral 3 10.00%
Dissatisfied 6 20.00%
Highly dissatisfied 4 13.33%
19
11
6
3
6
4
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation: The sales of enterprise gets largely affected with uses of digital marketing
approaches. It is crucial for having brand development. The consumer can able to make their
purchase decision with help of having ideas about products and offerings. Thus, there are total
number of 30 respondents. In this way, it can be said that digital marketing approach is helpful
to have instant feedback of buyers about product and services. It all leads to have increment in
profitablity and productivity to the enterprise.
Theme 7: Growth in sales due to digital marketing in Qbic
7. How much growth you have seen in
sales due to digital marketing? Frequency Percentage
10.00% 5 16.67%
25.00% 10 33.33%
40.00% 15 50.00%
20
10.00%
25.00%
40.00%
1
2
3

Interpretation:
From the above graph, it can be interpreted that Qbic has seen fine growth in sales from
past few years due to digital marketing. Out of 30 respondents, 5 thinks that it has low sales rate
while 15 employees think that Qbic has experienced good sales growth due to consumer
attraction and good customer service. While, 10 people thinks that the growth is slow and steady
due to unavailability of resources and high competency. Thus, digital marketing is a good
platform for sales in the market. This growth is due to advancement in technologies which
include online method, maintaining websites, e-mail marketing etc. Through email, lots of
commercial messages could be sent to potential consumers.
Theme 8: Role of digital marketing in sales
8. What is the role of digital
marketing in sales? Frequency Percentage
Customer acquisition 12 40.00%
Availability of multiple channels 7 23.33%
Cheap advertising 11 36.67%
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Interpretation:
It can be interpreted that out of 30 employees, 12 thinks that digital marketing plays an
important role in acquisition of customers. This technology helps in knowing the current
demands and trends so that these organisations can satisfy them. 7 employees think that there are
multiple channels available through which online marketing could be easily done. While, mostly
are support the fact that it is a cheap platform for sales as many social websites are available for
advertising and promotion of brands. Thus, 36.67% believe that it is a good platform for
advertising of production thereby increase sales and productivity. Through social media Qbic
sales its packages and announce its new menus and ventures. Regular customers keep browsing
its sites and avail these packages which thereby increases its productivity. Thus, 40% believes
that digital marketing helps in increasing profitability of Qbic.
Theme 9: Types of digital marketing used by Qbic for sales
9. Which type of digital marketing
should be used by Qbic for sales? Frequency Percentage
Email-marketing 7 23.33%
22
12
7
11
Customer acquisition
Availability of multiple
channels
Cheap advertising

Social Media Management 14 46.67%
Website Design 9 30.00%
Interpretation:
From the above graph, it can be interpreted that there are various types of digital
marketing and for sales 46.67% employees are in favour of social media management. Many
workers are employed for the customer interaction through these sites. While, 7 people believes
that e-mail marketing also helps in sales. But, this is not so popular in digital world. On the other
hand, 9 employees thinks that website design needs cost and time. Thus, it could fluctuate budget
of the company. So it is not easy for every organisation to maintain its own website. Therefore, it
manages social media for its marketing of its brand and other promotion.
Theme 10: Digital marketing would replace traditional in the near future
10. In future do you think digital
marketing will replace traditional
marketing? Frequency Percentage
Yes 18 60.00%
23
7
14
9
Email-marketing
Social Media Management
Website Design

No 12 40.00%
Interpretation:
In can be interpreted from the above graph that majority of the employees are in favour of
digital marketing. Almost 18 employees think that in the future, it will replace the trend of
traditional structure of sales and marketing. Technology has become part of daily routine of
customers so they are more attracted towards media, mobile apps, different types of websites and
other electronic devices. Thus, many customers like to book online and payments are done
through various applications. Employees are being trained for digital marketing so that they
easily interact with customers. While, 12 employees are of traditional mentality and think that
face-to-face promotion is the best way of sales.
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18
12
Yes
No

E) CONCLUSION, RECOMMENDATION AND REFLECTION ON THE
RESEARCH PROCESS.
Reflection on the effectiveness of research methods
From this research, I have learned that research methods like Inductive are now broadly
used in various areas like creating loyal customers, enhancing sales and marketing, management
of sales services. With good experience from this project, I found the best ways to approach
things. I seek to obtain more knowledge about the impact of digital technology on Qbic. It was
difficult to gather data through qualitative method but I found fresh and new information.
Descriptive method was good for me because it gave me accurate predictions through employees
of Qbic hotel. I learned that digital marketing helps in managing business processes which have
tremendously changed the face of corporate world especially of SME through globalization and
internalization. This study has revealed that marketing done through social media, website
designing has brought innovation in Qbic.
According to the study, main necessities related with adoption of digital marketing to
work together and in a network has been recognised in order to increase sales and promotion.
Some strategic benefits include brand awareness, geographical reach, increasing revenue,
customer service and improving competitiveness (O’Gorman, Lochrie and Watson, 2014). Thus,
it can be said that firm should invest in digital marketing to seek associated benefits because it is
an actual reason to offer approaches to enterprises at global scale.
Alternative Research Methodologies
Alternative research methods could be used but it could not provide accurate picture of
all elements of digital marketing used for sales. In research work, main constraints are subject
and time that have to be spent for the project work. These two things should be decided properly
before starting the research work. I have learned that research methodologies have helped to
recognize the future of digital marketing in sales. In small and medium sector, it is used widely
for customer attraction, promotion of brand and advertising purpose. Secondary method could
have been used but the data gathered wouldn't have been reliable and fresh. So findings obtained
from primary method analysed as a digital marketing tool is an online marketing whose results
are significant on SMEs sales. Lack of planning, suitable techniques and implementation were
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some of the biggest challenges that could have been focussed. Deductive method could not be
used because it was a broad concept.
Positivism would have divided topic into different concepts. Facts can only be gained
through observation (Flick, 2015). Interpretation would have been in an objective manner. Thus,
with positivism another methodologies would be appropriate because research findings are
quantifiable and observable. In this research, all types of methodologies used provided the
subjective form of the topic. Therefore, I have learned to identify use of digital marketing in
every perspective like creating customer base, knowing current trends and specially online
marketing. Techniques used to access affect of Social media marketing, online and email
marketing on SMEs' sales growth to great extent.
3. COVERED IN PPT
Verbal presentation
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