(PDF) A case study on Morrisons

The impact of digital
marketing tactics in
enhancing customer
attraction and retention
towards organisation; A
study on Morrisons.

Table of Contents
Topic................................................................................................................................................1
Introduction............................................................................................................................1
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................4
Activities and Timescale..................................................................................................................7
REFERENCES................................................................................................................................8

Topic
The impact of digital marketing tactics in enhancing customer attraction and retention towards
organisation; A study on Morrisons.
Introduction
Digital marketing refers to the practice where management of organisations uses digital
technologies to deliver information regarding organisational products and services to the
customers (Villeneuve and Pasquier, 2017). Digital marketing indeed assist in delivering
effective quality of advertisement to target customers in efficient manner. The focus of this
research project will be on analysing the impact of digital marketing strategies in influencing
customers attraction and retention of Morrisons. Morrisons is retail supermarket chain
incorporated in United Kingdom and is also fourth largest organisation working in retail sector
(Abela, 2016). Since the evolution of internet technologies, social media websites, search engine
optimisation sites and vendors providing digital platform for marketing, marketers are greatly
benefited by it. In the research study, researcher will conduct literature review in order to
enhance the effectiveness of research study which also helps in providing theoretical framework
to the study. Furthermore, researcher will describe methods of research that he or she will going
to select to accomplish the aim and objectives of research study. Eventually, with the help of
Gantt Chart, researcher will demonstrate timeline and activities associated with research study
will be describe by the researcher.
Aim and Objectives of research study
The aim of present research is to analyse the impact of marketing strategies used by Morrisons in
order to enhance the attraction and retention of consumers. This aim will direct researcher to
understand the type of digital marketing utilised by Morrisons in order to gain customer
attraction and retention.
Objectives
In order to underpin research aim, researcher has formulated few objectives which are listed
below:
 To examine the effectiveness of various digital marketing techniques.
 To understand why consumers find particular digital marketing technique attractive.
 To understand how consumers view various digital marketing technique.
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 To recommends management of Morrisons so that they can improve their digital
marketing strategies.
Research Questions
Research questions are formulated below:
1. How digital marketing techniques are effective?
2. Why consumers find particular digital marketing technique attractive?
3. How consumers view various digital marketing technique?
Rationale of Research
In order to enhance the level of knowledge and understanding about the digital marketing
methodologies used by organisations, researcher opts to conduct research study. This research
will provide an opportunity to get familiar with Morrisons which is fourth largest supermarket
and retail organisation in United Kingdom. This research will also provides an opportunity
through which he or she could able to know more about the perception of consumers regarding
digital technologies and digital marketing methods. Researcher will also able to know about
consumer perception regarding digital marketing. The effectiveness of digital marketing in
enhancing the growth and development of organisation will also be examined in the research
providing opportunity to researcher as he or she can more explore the subject.
Significance of research
This research will helps the end users and readers of research by enhancing their level of
knowledge level about aspects of digital marketing and methodologies used by the organisations.
The research study will also be significant for academicians who are or have completed the
course of digital marketing by enriching their level of knowledge. Researchers and other authors
who are planning to conduct research analysis on aspects of digital marketing. In the end of
research, researcher will provide recommendations to the management of Morrisons which helps
them in improving their existing methods of digital marketing and thus this research will be
equally important for them.
LITERATURE REVIEW
As per Leitch, (2017) with time there are many changes that has taken place in relation
with technology. All these changes has boosted up customers requirement and interaction with
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companies. There are many social websites that help to interact with customers and in
determining their needs and requirements. Apart from this, the type of perception that are carried
out by individuals towards the post that are made can also be identified. In situation when
customers do not prefer the services that are delivered or any type of issues are identified, then
management can take up immediate steps to resolve them. Apart from this, there are various
problems that are faced by customers and all these can identified with the help of various
marketing techniques. In this context, tools for digital marketing techniques consists of email,
pay per click, etc. All these have their own set of benefits and disadvantages. According to
Charlesworth, (2018) a customer becomes loyal when each time purchases made by them is
highly effective enough to satisfy all their need and requirements. Further, there are many people
who make use of digital technology like social media, email, etc. all these are effective enough to
make sure that proper consideration is made with the help of which management is able to focus
on the target audience.
Luangrath, Peck and Barger, (2017) started that preferences of people for the type of
digital technology differs. It is important for the business to make sure that they are able to select
the most suitable technologies with the help of which the set of goals can be attained. In all type
of activities that are implemented, it is essential that workers have proper understanding for the
same. There are certain set of roles and responsibilities that has to be played. When employees
fail to do so, then it is essential that they are provided with training and development. As per
Tiago and Veríssimo, (2014) employees are the one who have direction interaction with
customers. In conditions when they do not perform their set of roles in effective manner, then it
makes the business face serious issues and it also becomes difficult for them to reach their
desired goals. In order to attain the set of goals, it requires to monitor the performance of
employees and satisfaction level of customers.
Grönroos and Gummerus, 2014 stated that customers prefer meet their needs and
expectations. Before making any type of purchases, there are different stages from which
individuals go through. Among all the stages that are included, main focus is made for gathering
of information. For any of the products or services that people are willing to make purchases and
when they are able to get appropriate information for the same, then it becomes favourable
enough to focus on the business in effective manner.
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Digital marketing is a process in which delivered the information through the digital
channels like social media, mobile application, search engine optimization. Search engine
optimization is a technique to optimizing the content and the website will reach on the top of the
page. There are some importance of digital marketing that would provide the innovation to the
customer. Growth options for small businesses: they will select the efficient method of marketing
in the budget and reached to the audience (Taiminen and Karjaluoto, 2015). Email marketing is
the best medium through can be solve the queries of customer (Crittenden and Crittenden, 2015).
Digital marketing is a process in which delivered the information through the digital
channels like social media, mobile application, search engine optimization. Search engine
optimization is a technique to optimizing the content and the website will reach on the top of the
page. There are some importance of digital marketing that would provide the innovation to the
customer. Growth options for small businesses: they will select the efficient method of marketing
in the budget and reached to the audience (Kannan, 2017). Customer support is very important
because with the help of this support solve the problem of customer. Email marketing is the best
medium through can be solve the queries of customer. They will also provide the web-chat
facility. Connect to mobile consumer: the E-commerce site were running on the smart phones so
that customer directly access their phone to see the detail of product. It will be very convenient to
the customer because it can easily see the purchased detail of product and they also check the
new product on their smartphones (Confos and Davis, 2016).
RESEARCH METHODOLOGY
Research methodology is the framework of research study. In this section researcher will
elaborates about the research methods which he or she will select to accomplish the aim and
objectives of research study (Taylor, Bogdan and DeVault, 2015).
Research philosophy: Research philosophy deals with source, nature and development of
knowledge. As per Saunders research onion, research philosophy is the first area which is to be
covered by researcher(Mackey and Gass, 2015). To attain aim and objectives of present research
researcher will use positivism research philosophy. Thus, by selecting positivism research
philosophy, researcher will be able to accomplish the aim and objective of research study.
Research approach: Research approach has been classified into two parts which are deductive
and inductive research approach (Lewis, 2015). Deductive research approach has been used by
researcher in their study where they have formulated hypothesis in the study. Inductive research
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approach is used by researcher where they have formulated research questions in their research
study. In present research researcher will use inductive research approach.
Research Design: In simple terms research design refers to the plan through which researcher
able to attempt research questions (Flick, 2015). There are numerous types of research design
which have been used by researcher to carry out their research study. In present research study,
researcher will use exploratory research design. Here, researcher will explore the research
questions before coming to final conclusive solution to existing problems.
Research Strategy: In order to attain aim and objective of research study, researcher will use
quantitative research strategy (Silverman, 2016). Quantitative research strategy helps in
analysing numerical data in effective and efficient manner. With the help of quantitative research
strategy, researcher will be able to attain the aim and objective of research study. As data will be
collected using questionnaire method, quantitative analysis would be much better and efficient.
Data Collection: Data can be collected from two sources which are primary and secondary. As
this will be the primary research the data will be acquired by researcher either through
conducting surveys or interviews. In the present research study, researcher opts to select
questionnaire survey method to collect relevant data (Ledford and Gast2018). The survey will be
carried out at Morrisons where the participants of research would be marketing managers and
employees working at marketing department. They have adequate knowledge about marketing
methodologies used at Morrisons. Close ended questions will be asked and questionnaire will be
collected by hand.
Sampling: In present research study, researcher will take sample of 20 marketing managers and
employees working at Morrisons by using simple random sampling method. The benefit of using
simple random sampling method is that researcher does not have to know the name, age and
experience of participants as he or she has to directly approach to them and provide them
questionnaire.
Data Analysis: In the present research study, researcher will use thematic analysis (Brinkmann,
2014). With the help of thematic analysis researcher will be able to analyse and interprets the
collected data in effective and efficient manner. Tables and graphs will be developed in the
analysis for the purpose of making research more effective and comprehensible for end users.
Ethical Consideration: The norms and policies followed by researcher are ethical consideration.
To make research study more effective it is vital for researcher to follow certain ethical norms
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and consideration (Brinkmann, 2014). In the present research, researcher will ensure to explain
the motive of research study to the participants before providing them questionnaire. There
consent and willingness will be necessary. Researcher will also maintain confidentiality and
anonymity of the participants of research study. In this way, researcher will be able to enhance
the effectiveness of research study.
Research limitation: Research limitations are obstructions and barriers of research. In the
present research study, researcher assumed few limitations which could affect the quality and
efficacy of research. The limitations are described below: Resistance of participants: This is common in every research. Participants might resist
participating in the research study. This issue can become limitation of research.
 Data Collection and analysis: There are numerous methods of collection of data.
Researcher might got confused about selecting precise method of collecting data and
analysis.
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Activities and Timescale
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REFERENCES
Books and Journals
Abela, J., 2016. A digital triumph political marketing and the use of social media in the Maltese
political scenario(Bachelor's thesis, University of Malta).
Brinkmann, S., 2014. Interview. In Encyclopedia of critical psychology (pp. 1008-1010).
Springer New York.
Charlesworth, A., 2018. Digital marketing: A practical approach. Routledge.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing, 50(11), pp.1993-2017.
Crittenden, V.L. and Crittenden, W.F., 2015. Digital and social media marketing in business
education: implications for student engagement.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Grönroos, C. and Gummerus, J., 2014. The service revolution and its marketing implications:
service logic vs service-dominant logic. Managing service quality, 24(3), pp.206-229.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Leitch, S.R., 2017. The transparency construct in corporate marketing. European Journal of
Marketing, 51(9/10), pp.1503-1509.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Luangrath, A.W., Peck, J. and Barger, V.A., 2017. Textual paralanguage and its implications for
marketing communications. Journal of Consumer Psychology, 27(1), pp.98-107.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Silverman, D. ed., 2016. Qualitative research. Sage.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
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Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Villeneuve, J.P. and Pasquier, M., 2017. Marketing management and communications in the
public sector. Routledge.
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