The Importance of Digital Marketing for SMEs

The importance of Digital Marketing
for Small and Medium Companies in
Enfield

Table of Contents
INTRODUCTION & BACKGROUND..........................................................................................3
LITERATURE REVIEW................................................................................................................4
Concept of digital marketing..................................................................................................4
Importance of digital marketing in small and medium company...........................................5
Impact of digital marketing on customer's.............................................................................5
RESEARCH METHODOLOGIES.................................................................................................7
TIMESCALE ..................................................................................................................................9
RESOURCES................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

TITLE:
“The importance of Digital Marketing for Small and Medium Companies in Enfield”.
INTRODUCTION
Digital Marketing is very popular in today's era. Digital Marketing is the marketing of the
products or services using digital technologies mainly on the internet but also including mobile
phones, display advertising and any other digital medium (Ryan, 2016). There are various types
of digital marketing which are Search Engine Marketing (SEM), Search Engine Optimisation
(SEO), Social Media Marketing (SMM), Email Marketing and Content Marketing. It is very
important all types of company either small, medium or large to use digital techniques for
marketing of the products. It does not only work for marketer but it provides something
innovative to customers too.
BACKGROUND
In case of Small and Medium Enterprise which use digital marketing in order to promote
their services and products have crystal clear benefits over their competitors. Now customers are
moving on very fast platform as they used to purchase products and service before checking on
views and review social media. However, it is very challenging for small and medium companies
to implement strategies for digital marketing but it is very essential to achieve success in the
market place (Taiminen and Karjaluoto, 2015). The return on investment is higher in Digital
marketing as compare to traditional marketing for all types of companies especially in small and
medium term enterprises.
In the present research, Murphy's Mobile a small scale firm is being chosen for the study.
It is Food Truck or a type of restaurant which sell Food Burgers and Sandwiches. The present
research will identify the importance of digital marketing in the growth and development of
small and medium scale companies in Enfield Town in context with Murphy's Mobile. In
Enfield, few year back, Food Trucks are not permissible but in the present time it is one of the
most popular and the most preferable restaurant.
Aim:
“To identify the importance of Digital Marketing in Small and medium scale companies
in Enfield. A study on Murphy's Mobile restaurant”.

Objectives:
 To understand the concept of digital marketing.
 To identify the importance of digital marketing in small and medium companies
especially in Murphy's Mobile restaurant.
 To identify the impact of digital marketing on customer's of Murphy's Mobile restaurant.
Research Questions
1. What is the concept of digital marketing?
2. What is the importance of digital marketing in small and medium company?
3. What is the impact of digital marketing on customer's.
LITERATURE REVIEW
Concept of digital marketing.
According to the Lonial and Carter, (2015) In the present world, digital marketing is very
important for the success of all types of business, Digital Marketing is the marketing of the
products or services using digital technologies mainly on the internet but also including mobile
phones, display advertising and any other digital medium. It is much more than websites, email
and social media. Small and medium scale organisation, it is very important to use digital
marketing for the growth and development of the business.
As per the Musa and et.al., (2016) there so many tools of digital marketing which is being
used by the small and medium scale business. Search Engine Optimisation (SEO) is one the best
tool that focus on preparing the website of the business that rank ion top in the search engine like
Yahoo, Google etc. In addition to this, Email marketing is also an effective and cheapest tool
which Small and medium scale enterprise easily used in order to comprises building subscribers
list as well as sending emails to target audience. Content optimisation is also a tool of digital
marketing as some specialist commit that this tool is the silver bullet of digital marketing either
social media, websites, emails etc.
Taylor, (2015) said that, Mobile marketing is the best tool of digital marketing which is
thy best and effective tool of digital marketing. It is fact that, approximately 85% of population
in UK are internet users. By using mobile marketing, company can cover huge market share by

promoting activities on mobile media. Thus, mobile marketing is the best and useful tool for
small and medium scale firms.
Importance of digital marketing in small and medium company
According to the Scott, (2015) In the present internet driven world, digital marketing has
become the core for the success of all types of business especially for small and medium scale
company. Small and medium company can reach to the greatest heights if they use digital
marketing. Digital marketing bring the audience more closer to the company's products and
services. It draws attention of the target audience. For example, Content marketing, social media,
email marketing, mobile marketing, search engine optimisation are the one the best tools that
small and medium scale company can used to promote there products and services.
As per the Jansson and et.al., (2017) Profitability and sales of the company is
automatically raised with the use of digital marketing. It happens that small and medium scale
companies are the one who are not known in the long range of areas. Thus, with the social media
company can spread there brand name to long distances even to global market. Digital marketing
directly affects the sales and profitability of small and medium scale company because it raises
the sales of the company as well as it also very is very cheap as compare to traditional marketing.
In addition to this, there are many benefits of digital marketing and it is very fruitful for the small
and medium scale company.
Impact of digital marketing on customer's.
According to the Karjaluoto, Mustonen and Ulkuniemi, (2015) Digital marketing plays a
vital role in gaining the attention of customers towards the product and services of small and
medium scale company. Today the world is of competition, companies have to do those things
which keep them retain in the business for longer time. The paradigm of marketing gas
undergone a sea change over the past decade. In order to reach large number of customers,
digital marketing is best tool as it is not possible for any individual or company to knock the
doors of every customers and invite them. On the other hand, customers are also felt very
comfortable with the digital marketing especially with mobile marketing and social media
marketing.
As per the Hassan, Nadzim and Shiratuddin, (2015) The customers in the present world
are more empowered and enlightened. Customers are regularly being flooded with more digital

content than ever before. There are numerous brands which are easily available to customers but
they have become very demanding. It is very difficult for companies to understand the needs and
expectations of customers. Thus, at that time, social media marketing is one of the best tool that
company can use to understand the needs and expectations of customer's. Because with this
company can take feedbacks, views, advise of customers on the products. Therefore, company
should use digital marketing so that customers feel satisfied and happy with the new and advance
technology.

RESEARCH METHODOLOGIES
Research methodology is a very important part in conducting research. The methods of
collection of data and validity and reliability of the research is entirely depends on the research
methodologies. It is the specific procedures or techniques which is used to identify, select,
process and analyse the information about the main topic of the research.
Research Type- This is very essential part of the research study as it tells about the actual
nature of the research so that it become easy for researcher to carry out further work. Generally,
there are two types of research which are qualitative and quantitative (Quinlan and et. al., 2019).
Qualitative research is the type of research which is based on exploratory research which obtain
an understanding of underlying research, opinions and motivation. On the other hand,
quantitative research is the systematic empirical investigation of observable phenomenon via
mathematical, numerical techniques. In this present research, researcher will use quantitative
research by preparing questionnaire.
Research Philosophies- It is very important part of the research as it is a belief about the
way in which data about a phenomenon must be assemble, analysed and used. It is very broad
topic. There are mainly two types of research-philosophy which are positivism, interpretivism,
axiology, ontology, realism and many others. But in this present research, researcher will use
positivism as it is based on positive knowledge and researcher will include existing theory in
order develop hypothesis to be tested during the process of investigation (Takhar-Lail and
Ghorbani, 2015).
Research Approach- It is the beginning of the research as well as depth point of data
collection part so with the use of best research approach it become easy for researcher to plan
and process the entire research study. The research approach is decided after the finalisation of
topic for study. There are mainly two types of research approach which are inductive and
deductive. In this present research, researcher will use inductive research approach. Inductive
approach is the best approach in order to frame out a connection between the research objectives
as well as entire literature review with the outcomes that will be calculated in the end of the
research.

Data Collection- It is the process of gathering and measuring of information on variables
of interest in a systematic manner in order to answer the main problem of the research. It is the
method which can be classified into two methods i.e, primary and secondary method for
collecting the data. In this present research, researcher will use those information which are
collected from the primary sources because it is most reliable and valid method and it is first
hand data or unused data (O'Brien and Saldanha, 2014). Scholar himself collect the data from the
employee's of Murphy's Mobile by distributing questionnaire.
Data Analysis- This is the vital part of the study. After the information has been gathered
by the scholar, it is very important to analyse the data in a systematic manner. Data analysis is
only the method that gives meaning to the entire study as without analysing of data, information
collected the researcher does not have meaning. In this present research, researcher will select
thematic analysis and present the information in the form of graph, tables and charts. It includes
interpretation of the data which are collected like how many are agreed with particular statement
and how many are not agreed.
Sampling- When researcher decide to conduct the research on the bases of primary
collection, at that point, sampling is very important part of the study. Sampling is diving the huge
number of population into small part of the study. It is true that population is very huge and of
different nature (McConville, 2017). There are mainly two types of sampling which are
probabilistic and non-probabilistic sampling. In this present research, researcher has used
probabilistic sampling where the population is highly homogeneous as well as each member
have known chance of being selected in the sample. Researcher will collect the data from the
employees of Murphy's Mobile.
Ethical Consideration- This is the key important part for conducting the research. It is
very essential that researcher should not force anybody to participate (McNely, Spinuzzi and
Teston, 2015). The concent should be informed etc. in this present research, researcher will
adhere all these standards and norms of the research.

TIMESCALE
Activities Week
1
Week 2 Week
3
Week 4 Week
5
Week
6
Week
7
Week
8
Week
9
Wee
k 10
Research
proposal
Aims and
objectives
Literature
review
Research
methodolo
gies
Data
collection
Data
analysis
Data
interpretati
on
Finding
and
conclusion
Recommen
dations
Execute
the plan

Submissio
n

RESOURCES
In conducting the research, researcher will use some resources in order to complete the
research effectively and on time. In this present research study, researcher will have to purchase
stationery items like pen, blank papers, note pad for preparing questionnaire and for writing
some important notes of the research (Todor, 2016). In addition to this, the cost of transport will
also arise as scholar have to move from one place to another. Moreover, the cost of purchasing
laptops and other software for securing the data will also be arise.
CONCLUSION
The above research proposal concluded the importance of digital marketing in small and
medium scale organisation. The detail concept of digital marketing was also included in the
research. Further, aims and objectives were also prepared to make the research study specific.
Different types of research methodologies were also included.

REFERENCES
Books & Journals
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences. 172.
pp.262-269.
Jansson, J and et.al., 2017. Commitment to sustainability in small and medium‐sized enterprises:
The influence of strategic orientations and management values. Business Strategy and the
Environment. 26(1). pp.69-83.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing. 30(6). pp.703-
710.
Lonial, S.C. and Carter, R.E., 2015. The impact of organizational orientations on medium and
small firm performance: A resource‐based perspective. Journal of Small Business
Management. 53(1). pp.94-113.
McConville, M. ed., 2017. Research methods for law. Edinburgh University Press.
Musa, H and et.al., 2016. Social media marketing and online small and medium enterprises
performance: Perspective of Malaysian small and medium enterprises. International
Review of Management and Marketing. 6(7S), pp.1-5.
O'Brien, S. and Saldanha, G., 2014. Research methodologies in translation studies. Routledge.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South Western
Cengage.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
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.

Takhar-Lail, A. and Ghorbani, A., 2015. Market Research Methodologies: Multi-Method and
Qualitative.
Taylor, P., 2015. The importance of information and communication technologies (ICTs): An
integration of the extant literature on ICT adoption in small and medium enterprises.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V. 9(1). p.51.