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Impact of Digital Technology on Marketing

   

Added on  2020-10-22

34 Pages7257 Words277 Views
RESEARCHPROJECT

ContentsPART 1- Research Proposal............................................................................................................4INTRODUCTION...........................................................................................................................4Background of research: .............................................................................................................4Overview of organization ...........................................................................................................4Research aim:...............................................................................................................................4Research objectives:....................................................................................................................4Research questions:......................................................................................................................5Rational:.......................................................................................................................................5Significance of the study .............................................................................................................5LITERATURE REVIEW................................................................................................................5Meaning and importance of marketing department for SME......................................................5Importance of digital form of technology for SME business activities.......................................7Impact of digital technology on marketing department...............................................................9METHODOLOGY........................................................................................................................10Limitation...................................................................................................................................12TIMELINE OF RESEARCH ACTIVITIES..................................................................................12

PART 1- Research ProposalINTRODUCTIONBackground of research: Digital technology has transformed the technique we comportment commercial. Over thelatter era it has intensely reformed outmoded corporate representations and altered businessevents. The practise of digital moveable technology has providing businesses thru a capital ofexcellent and chance. This takes allowed standing products to develop more gainful andadvanced new products to be industrialised, leading to progressively varied creation portfolios.Its influence is obvious at the core of all key professional systems. There are many ways inwhich the organisations of world are performing and using this digital technology now they arebeen able to administrate their function with the use of cloud technology and this is enablingthem to store and share the information.Overview of organization In this present research which is aiming at providing impact and influence of digitaltechnology into SME business activities like that of marketing researcher is taking NISA generalstore. This is very well known retail store in UK which is operating now in whole of UK havingabout more than 200+ employees in overall stores of company. They are been giving theirservices to customers of UK for more than 41 years. The use of digital technology is very muchimportance in SME of UK which is helping them all to operate and grow into markets. They aredoing marketing of their products and services through the use of digital marketing is makingthem lots of profits from it. With the use of digital technology NISA store opened their generalretail store in Scotland in year 2011 which is for increasing their profits.Research aim:The implications of digital technology on marketing department of SME: A case study onNISA general storeResearch objectives:To determine the importance of use of digital technology in SME of UK.To ascertain effect of use of technology on the marketing department of NISA generalstore.To recommend the ways in which company would be able to use technology in betterway.3

Research questions:1.What is the importance of use of digital technology in SME business of UK?2.How could the effective use of technology be helping marketing department of NISA?Rational:This topic which is focusing on the use and effective implementation of technology isvery much important at the present time as this is the age of digitalisation. To ascertain what isthe use and importance of digital technology into the small retail business of UK this researchproject would be taken into account. In the current era which is regarded to as mostrevolutionized age where every firm of world are using technology to ease up their complex lifestructure. The research on what is the implication of digital technology on the use of this on themarketing department of any Small scale business of UK. The use if digitalisation is veryimportant on the bases of practical implication as this would be helping them to involve intomore clear marketing of their products and services so that they are gaining profits. So in thisproject the topic which is used in is very good and suitable based on current scenario.Significance of the study This research project is very good on the point of view of learning from it as this wouldbe including meaning, importance and impact of digital technology on marketing department ofSME business of UK. Thus, it is significant for those who are researching on the same topicwhich are some other researchers as this becomes easy for them to do their study upon this that isincluding the impact of digital technology on marketing department of SME business of UK. Theimportance of this study is also for those students who are studying in university and taking theirdegree of Ph.D. on this digital technology only. Furthermore this topic is also important forcompany on which research is been done as they could be easily including that why they shouldbe using digital technology in their business.LITERATURE REVIEWMeaning and importance of marketing department for SME.Marketing department of any organisation is that which is giving them access to greaterparts of market which would not be possible of anyone to do. This section of company isenabling them to engage with outside world in much simpler manner which is helping them tosave their time and cost. In this marketing department use of technology is very much importantas this is improving their style and type of marketing selling of products and services.4

Advertising as per Charlesworth, (2018) is telling customers that which product to be use andwhich not to be used thus enabling them to choose from the given range of commodities that arethere into market. Small and medium size companies of UK that operate and form majority ofprofits, employment and income for the country must also be implementing digital technology.As per De Pelsmacker, van Tilburg and Holthof, (2018) advertising is that piece ofassociation which is empowering organization to connect with the clients of organization andthis will be anything but difficult to demonstrate case all highlights and advantages of itemswhich they are offering. In the present situation this showcasing isn't just restricted todisconnected channels yet now organizations are advancing their merchandise and ventures onthe online mode. This online method of promoting is called as computerized showcasing whichempower organization to interface with every one of their clients and that too in all parts ofworld. Palos-Sanchez, Saura and Debasa, (2018) said that computerized promoting will beparticularly helpful for organization in satisfying the objective of benefits and deals. This will inturn increment the benefits and offers of organization and after that they can perform in betterway. Computerized promoting is that stage which is helping organization and client so they bothcould be associated with each other and satisfy their need and need.Reasonable showing hones pick a not all that terrible spreading out of the business obligeendeavors for the affiliation's present and future. The refinement among game plans andpublicizing introduction is simple and all finished hard to watch. SMEs administrators mustconsider the capability between at times triumphs made by stretched out courses of actionendeavors and to abuse made openings, with the assistance of key showing impacting game-plans for an entire arrangement to stable change. Clearly without beneficiall offers an affiliation won't be able to proceed with its action.So likewise clear is that without undertaking a basic advancing movement engineering, both forright away (deals masterminded), medium and entire arrangement (sorted out towards watchingout for customer needs and needs), SMEs manager won't be able to adjust to interior and outsidecondition changes in their particular field of movemechang. McKie and et.Al, (2015) madereferences about the natural idea of SMEs in light of particular conditions and the execution ofpropelling exercises, without a pre-sorting out improvement. Besides Parigi and et.al, (2014)recommends that these activities are assessed subjectively in light of the central's discernments,conjuncture or mental propelling plans. Besides, four examination cases driven by O'Hara, S. and5

et.al, (2014) show the way that showing strategy in SMEs is all SME boss driven and that it'sunquestionably not a inevitable result of a correct compass for conditions or a made examinationout of the basic market, and it is powerfully an aftereffect of a response process towards businesscondition changes. As appeared by Rodriguez and et.al, (2015) affiliations need to hold brisk to aspecific technique and find better approaches to manage redesign it reliably. The propelling logicbesides requires an unmistakable valuation for how publicizing.Bloom and et.al, (2016), battle that business execution and publicizing execution particularly areboth affected by condition and competition. Clark (2001), battles that the piece of promoting inunderstanding the market's needs furthermore, the change of new thing thoughts, is basic to anorganization's advancement method. As showed by Khosravi and et.all, (2016), an affiliation'sability to achieve or keep up a high ground in a continually hinting at change condition is theroute to the association's fiscal regard improvement.Schermerhorn and et.al, (2014) claims that in an unyieldingly complex economic situation,portrayed by dynamism, mechanical progress and savage contention, SMEs are in the centralexhibition of exchange and learning headway. In this way they can go up against weight from therestriction through an incessant learning process regarding the affirmation of advance and theconstant quest for high ground.Importance of digital form of technology for SME business activities.Liu and Levin., (2018) said that for organization computerized promoting will beessential with the goal that they might pick up the upper hand in market and along these linesenhancing deals execution. While, then again this is additionally critical on the perspective ofclient as they could without much of a stretch shop and see the items however online sources.Computerized showcasing is the methods by which it will be simple for organization toaccomplish their objectives which are for the most part identified with deals and benefits of firm.Di Fatta, Patton and Viglia, (2018) included that showcasing as computerized media like that ofdifferent online networking channels which are Facebook, their own particular sites are somecase of them. Müller, Pommeranz and Voigt, (2018) additionally said that organization can just buildthe deals and benefits income on the off chance that they are utilizing the different computerizedadvertising channels and advancing their products and administration online bases. This will beconceivable just if industry is been empowered by a wide range of advanced advertising devices6

and strategies and they should likewise have a particular group. Neirotti, Raguseo and Paolucci,(2018) said this is the obligation of organization to help its client with better and more extensivescope of decision while they are making their buy of products and benefiting administrations.Furnishing them with the best type of items is critical as this will thus be deciding the benefitsand offer of organizations and supporting in the development and improvement of organizationtoo. Tobiassen and Pettersen, (2018) additionally elucidates the circumstances and end resultsof not utilizing the computerized showcasing capacity which can prompt loss of client’sfulfilment and their dedication also. As though the organization isn't utilizing computerizedshowcasing then they will be not possessed the capacity to pick up and hold client base.Organization will likewise not possessed the capacity to pick up the upper hands on the offchance that they are staying in market and they will likewise be not enhancing their benefits ordeals. For accommodation industry this advanced promoting is particularly imperative as theycould be utilize it from multiple points of view and therefore helping them in expanding dealsand income age. SME industry is particularly developing area of economy of UK which islikewise making the GDP of UK enhanced and expanded. So showcasing is especially vital forthis part as it turns out to be simple for clients to surf and locate their optimal lodging.Computerized showcasing will likewise be useful to client to hunt and locate the best managesthe given one and afterward look at among them and accordingly enhancing the way clients arereserving the tickets of whether transport or that of inns. author additionally said that thisadvanced showcasing will in this manner be manage the organization as who are their potentialclients to whom they could deal the items and administration and after that they will acquirebenefits for them. Besides, Quinton, Canhoto and Budhathoki, (2017) recognized that if advancedshowcasing isn't be utilized as a part of the association then this will be a major issue for theorganization. As this will constrain the scope of client and market as organization will then notlocate the appropriate base to grow their market. Author said that industry cannot develop andcreate on the off chance that they are not doing promoting of their items and administrations. Theoffers of organization could along these lines be enhanced and bolster them to accomplishfocuses of firm by getting an ever increasing number of conceivable assets said by Hutchinson,Donnell and Reid, (2015).7

It was included that there are many challenges which could face by companies which areusing this digital technology into their main working like that of setting up the digital marketing.They need to do many things or there are several functions which are attached with this includinglike that if they are operating on the storage and sharing of the information through the use ofcloud technology. Other than this marketing of company would be improved if they areimplementing the use of technology in their daily operations. Panopoulos, Theodoridis andPoulis, (2018) said that improvised use of digital form of technology would be enabling the firmto earn higher amount of profits and sales which in turn would be helping company in increasingtheir market share and customers.Impact of digital technology on marketing department.This type of technology is helpful for both the firm and for their clients as for one thiswould be generating profits and for other it is form of gathering information. Customers wouldbe getting lost of information and knowledge about the products and service of company so thatit becomes easy for them to identify whether to buy or not. Müller, Pommeranz and Voigt,(2018) included that it is duty of marketing department to show their customer their products andservices so that it becomes easy for them to look for good products for them. There are manymarketing strategies which must be adopted by all companies so that their products and servicesare reaching out towards the various segments of customers and so that they could increase theirbase of customers (Impact of digital marketing strategies on businesses, 2018). There are veryless cost to set up digital technology on the business which calls for more employment. Theimpact of digital marketing on the functions of company and its profits are very higher as thiswould be enabling them to gain more amounts of profits and thus increasing their effects inmarket.De Pelsmacker, van Tilburg and Holthof, (2018) said that if company is investing theiramount or capital in digital technology then this would be easing their marketing and this is verygood option for company. The best way to market and promote the goods and service ofcompany is through way of using internet as this is reaching more number of customers ofbusiness than that of traditional medium. The number of customer who are using internet atpresent times are rising in tremendous manner and then they are giving their views on companyand their products.8

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