Significance of Information Technologies and Digital Media Platforms for Business Performance and Development: A Study on Marks and Spencer

This research analyses the significance of information technologies and digital media platforms in order to enhance business performance and development. It focuses on Marks and Spencer and covers the concept of information technology and innovation, importance and impact of digital media, benefits and challenges of digital media platforms, and appropriate digital media platforms.

Managing Innovation and
Information technology
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Contents
Contents...........................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
1.0 Introduction............................................................................................................................4
1.1 Background of the research...................................................................................................4
1.2 Rationale for research............................................................................................................4
1.3 Aims and objectives...............................................................................................................5
Aim of Research................................................................................................................5
Research Objectives...........................................................................................................5
Research Questions......................................................................................................................6
Background of the organisation...................................................................................................6
Problem of the research...............................................................................................................6
Structure of the research..............................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
Introduction..................................................................................................................................8
What is the concept of Information Technology and Innovation for the development of the
organization?................................................................................................................................8
What is the importance and impact of digital media on the performance of the Marks and
Spencer?.....................................................................................................................................11
Which are the key benefits of digital media that provide positive impact on the productivity
and effectiveness of the organization?.......................................................................................13
Challenges that are experienced by the company because less practising and utilization of
digital media platforms..............................................................................................................14
Appropriate digital media platforms that are utilizing by the Marks and Spencer in order to
improve the marketing activities of the company......................................................................16
Conclusion.................................................................................................................................17
CHAPTER 3: METHODOLOGY.................................................................................................19
CHAPTER 4: DATA ANALYSIS................................................................................................24
CONCLUSION..............................................................................................................................35
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RECOMMENDATION.................................................................................................................36
REFERENCES..............................................................................................................................37
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CHAPTER 1: INTRODUCTION
1.0 Introduction
Information technology is defined as such aspects in which use of computers, storage and
networking are inhaled and this helps the organisation to develop their process of storage, secure
and exchange of all forms of electronic data. Information technology is associated with using of
hardware, software and other services so that in appropriate manner data can be handled. Besides
this digital media platform are defined as such encrypted media so that using appropriate content
product or services of a brand can be promoted (Talukder, 2016). With the help of digital media
platforms business performance can be enhanced and at the same time organisation can be
developed as well. This research is associated with analysing the significance of information
technologies and digital media platforms in order to enhance business performance and
development as well (Bushuyeva, Bushuiev and Bushuieva, 2019). This is examined that in
current time information technology is regarded as the major aspect which is required to be used
by every business so that to develop efficiency of the business and to deal with market
competition and trends as well. Using such aspects within business this is imperative to develop
the business in such a way that market image can be enhanced so that business benefits can be
attained.
1.1 Background of the research
The research is related with developing the concept of information technology and digital
media platform in managing the business and its developmental processes as well. This is
analysed that Marks & Spencer is one of the greatest organisation which is associated with using
appropriate innovation in the business so that to develop their business and to acquire market
prominence as well (Turnbull, Chugh and Luck, 2021). This report is highlighting aspects linked
with using of digital media tools and other aspects which are helpful in developing the business
in well-defined manner.
1.2 Rationale for research
The research topic is related with covering the significance of information technology
and digital media platforms in order to enhance business performance and organisational
development (Szutowski, Szulczewska-Remi and Ratajczak, 2019). The major reason behind
selecting this topic is to fulfil dual perspective which is personal and professional. In the context
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of personal aspect with the help of this research various activities can be analsyed which are
related with developing use of IT. Besides this the research is going to aid me in applying
various techniques in which I am able to develop my personality in sufficient manner. The other
personal benefit with this research is that I am able to enhance various skills such as analytical
skills, research skills and many more. Using these skills, I can be developing my future career
abilities and develop my professional career as well. In the respect of professional aspect using
skills from this research I can develop my career opportunities which is going to assist me in
gaining good job position. In future perspective this is going to help me in making sound
professional career which may lead into shaping my personality in positive manner (Talukder,
2016). Using these concepts, I can work in my job with greater efficiency and manage my career
as well.
1.3 Aims and objectives
Aim of Research
“To study the significance of information technologies and digital media platforms to
enhance the performance and development of the organization”: A study on Marks and Spencer
Research Objectives
 To understand the concept of Information Technology and Innovation for the
development of the organization.
 To identify the importance and impact of digital media on the performance of the Marks
and Spencer.
 To analyze the key benefits of digital media that provides positive impact on the
productivity and effectiveness of the organization.
 To evaluate the challenges those are experienced by the company because of less
practicing and utilization of digital media platforms.
 To determine the most appropriate digital media platforms that are utilizing by the Marks
and Spencer in order to improve the marketing activities of the company.
Research Questions
 What is the concept of Information Technology and Innovation for the development of
the organization?
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 What is the importance and impact of digital media on the performance of the Marks and
Spencer?
 Which are the key benefits of digital media that provide positive impact on the
productivity and effectiveness of the organization?
 What are the challenges that are experienced by the company because less practicing and
utilization of digital media platforms?
 What are the most appropriate digital media platforms that are utilizing by the Marks and
Spencer in order to improve the marketing activities of the company.
Background of the organisation
Marks and Spencer is commonly known as M&S and it is British multinational retailer.
The company is specialised in selling food products, clothes and home products. The
headquarters of the company is located in London, England (Bushuyeva, Bushuiev and
Bushuieva, 2019). It comes under retail industry and found in the year 1884 in Leeds, United
Kingdom. Marks & Spencer is listed on the London Stock Exchange. The founder of the
company is Michael Marks and Thomas Spencer.
Problem of the research
The main problem of the current research is facing problem in relation to empowering
employees to innovate and work with new and advanced technology. This is the main problem
which company faces to empower and encourage employees in relation to innovation and
technology.
Structure of the research
Introduction:
Introduction is referred as first chapter of the investigation. It gives out introductory piece
of information in relation to the topic of study. It is the chapter in which researcher gives
systematic time duration for planning out resources to meet defined aim and objectives. In
simpler words, introduction is the face of the whole research because it contains great piece of
information that introduces reader with the basic information.
Literature review:
Literature review is the second significant chapter in the research. It is the chapter in
which research questions are mentioned so that they could be addressed effectively and
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efficiently. In simpler words, it is the chapter in which researcher focuses at gathering secondary
information and aims at fulfilling existing gap in the published data. In this secondary sources
are approached for collecting secondary data such as books, articles, journals, newspapers,
magazines, websites of business etc. It has great contribution in the investigation because it
provides great clarification about the whole topic. It is one of the important sections of the
investigation because it gives great learning about the topic.
Methodology:
The third chapter is research methodology in the research. This chapter is focussed
towards presenting material piece of information in the given report. The main motive of the
chapter is confirming the relevancy and authenticity of the chapter (Szutowski, Szulczewska-
Remi and Ratajczak, 2019). In the current research also different types of methodologies are
used such as research approach, research strategy, research choice, data collection etc. The
present research is based upon qualitative information to meet defined aim and objectives.
Results and Analysis:
The fourth chapter is results and analysis that covers research analysis and results. In this
gathered secondary information is analyses in systematic and proper manner. For analysing
gathered qualitative information, investigator has taken assistance of thematic analysis. This is
great for evaluating qualitative information.
Conclusion and Recommendations:
The fifth chapter is conclusion and recommendation, the conclusion chapter includes the
summary of the whole research in systematic way. The recommendation chapter includes
suggestions to the chosen company about the topic.
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CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review introduces to the process of gathering information through secondary
sources. These sources are peer-reviewed articles, books, journals and many more. Main purpose
of literature review within a dissertation is to help researcher in identification of research gap. In
previous studies, there was lots of data available regarding the significance of information
technologies and digital media platforms within business organisation, but there was lack of data
about the effectiveness of digital media platforms and information technologies in performance
and development of the organization.
What is the concept of Information Technology and Innovation for the development of the
organization?
According to Bene, (2021) information technology refers to the application of internet
and computer to transmit, store, retrieve and manipulate data and information. Security is
regarded as specific category of IT which mainly focus on transmitting data on the aspect of
information technology. It is used in both small business and a multinational company which
resulting in storing data and information in effective way. Now a day, computer technology is
used in every business which is becoming a business operating within all over the world.
Without an information technology, company cannot run. It is needed in every department of an
organisation such as sales, finance, HR, communications and all other departments which are
dependent on functional computer information system. In addition, it helps in protecting data and
information and keep it safe from all over the world. In relation with marks and Spencer, they are
using internet based services such as they are doing online satisfaction which results in securely
saving their customer data and information (Hallencreutz, and Parmler, 2021). So, they make use
of information technology such as big data to keep their transaction and data secure and which
results in enhancing customer’s loyalty as well. Information technology is considered as broader
term which includes all communication technologies by involving internet wireless networks,
computers, software, media application, video conferencing and social networking. It helps to
provide instant messaging, voice, emails and video calls in cheaper and quicker manner.
Information technology also created new and interesting jobs for people due to which the
unemployment rate of country gets decreased. Through information technology, company can
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build and grow the business sector and also generate maximum output. The IT department of
Organisation helps to run the business by conducting effective communication, making decision,
keeping record and analysing data.
On the other hand, innovation is the significant factor which helps in attainment of
competitive advantage within market and among competitors. An organisation brings innovation
to stay in a market for long time and gain competitive advantage among competitors. There are
certain elements of innovation such as motivation and empowerment of employees, resources
and skills, training and development methods and creation of quality of products. These all
elements results in creating innovation within business environment (Goldman, van Herk, and
Weltevreden, 2021). In relation with Marks and Spencer, there mangers are working on
providing effective training and development methods to their employees and involving them in
decision making skills which results in creating innovation within working environment. For
instance, they have launched “Innovation hub” which expand plant based food range (Marks &
Spencer launches 'innovation hub' to expand plant-based food range, 2021). They are working
on hiring of new staff members for their organisation who can deliver more unique ideas to the
company and they are providing training to their staff in order to enhance their profits and
revenue. This helps them in attracting customers towards new products and gain competitive
advantages among competitors. Company managers are working on providing effective
opportunities to their staff members because this will enhance their motivation and develop their
productivity as well.
It is being said that innovation and information technologies both are important for the
organisation (Khodabandeh, and Lindh, 2021). Now a day, company is facing certain risk due to
Covid 19 pandemic, so it is important to develop new innovation within working environment
because this helps in providing new vision to the employees and focusing on use of capabilities
and resources which can be used in best possible manner. For conducting innovation within
company, it is important to have sufficient sources of funds with the company and they should
have capable staff members as well. Further, information technology department make sure that
operation within business, networks, applications and data should all connect and function
properly. It handles all the departments such as maintain applications and services of company,
monitors and optimise and troubleshoots performance of applicants. It oversees the governance
of applications and infrastructure. It is important to have information technology departments in
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companies (le Roux, and Parry, 2021). In marks and Spencer, managers are using information
technology system which helps in storing their data and information related to customer’s
transactions and other business transactions.
IT provides means to develop, analyse and store data and secure information in most
effective manner. Processing of data is an important role in business practise as this includes
sales and invoicing, accounting and taxes, marketing research, product development and design.
It starts with regulatory compliance. There are various types of information technology examples
which is used in marks and Spencer such as server upgrade, security monitoring, new software,
business improvement, user support etc. In addition, there are certain benefits of having
information technology within business environment of marks and Spencer. Such as it helps in
communication- as rapid communication helps in increasing productivity or efficiency of
employees (Camilleri, 2021). It allows better decision making to the organisation ad this helps at
a time of expansion. By this, other online transactions can be done frequently like email servers,
internal company billboards and routers and chat services etc. these technology results in making
effective communication with the employees whether they are working remotely or at business
working environment. Effective information technologies help in connecting with business
partners and customers as well. In addition, it protects and secure data and information-
electronic storage system create a hold to the information which they receive through internet
services.
In marks and Spencer, managers in IT department maintain customers and company files
is an important factor (Naseri, Noroozi Chakoli and Malekolkalami, 2021). Information
technology helps in keep information safe and limit access to the few. Virtual vaults keep
information safe and secure. Security system put in place and keep out wiped from damaging any
type of risk which obtain through system broken-down. On the other hand, innovation is having
many benefits such as it helps in improving productivity and reduction in cost. It develops better
quality of products and services provided to them. It builds better product range and resulting in
enhancing customer base. Innovation helps in handling legal and environmental issues which are
affecting business environment. It also resulting in improving staff retention, motivation and
recruitment. Innovation in a business is becoming more significant and potential good quality
recruits are often drawn to a company with reputation of innovation. The main motive of
information technology is to build communication networks for company and help employees
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troubleshoot problem, safeguard data and create database. There are mainly four elements of
Information technology such as database and network management, business software
development, information security and computer technical support. Marks and Spencer has
adapted new technology in its workplace in order to prevent employees from COVID 19 disease.
They roll out AI supply chain technology to all its food store so that their customer may remain
healthy and prevent from the disease. Marks and Spencer also modifies its supply chain by
implementing artificial intelligence and machine learning in order to improve availability while
cutting waste of food.
What is the importance and impact of digital media on the performance of the Marks and
Spencer?
According to Ramdani, Raja, and Kayumova, (2021) Digital media is changing people's
daily lifestyle. It is the way to connect with the customer and other business partners. It provides
benefits to both society and individuals. It refers to the communication, community building
across boundaries and social interaction. People are living in era in which information is to be
utilise. Organisation should choose better contact in order to interact with customers. Digital
media is performing effective tool in making promotion of the products. Digital media is
engaging with the customers and making brand promotion through internet. It facilitates social
interaction and it empowers people- it helps in connecting with people through best possible
manner and maintain friendly relationship with customers. This reduced time and efforts of the
organisation. Further, it facilitates interaction with cultural, social, religious and economical
within business environment. In relation with marks and Spencer, there managers are using
digital media strategies in enhancing profitability and resulting in increasing customer base.
Some of the technologies used in company to get effective information about a customer. They
are updating research and development department in order to know customer needs and
demands. By this they analyse customers’ demands and resulting in making promotion of those
products and making improvements in their products and services. Digital media is important for
company in order to increase the profitability and growth of business. Through digital media,
Marks and Spencer can interact with its customer and get access of new and information. Digital
media helps in increasing the operational efficiency, improves business decision making,
empowers employees, improves customer experience and also make effective marketing
strategy. It is a method of storing, receiving, transmitting and manipulating the data through
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digital form. It allows company to exchange the information in wide range of forms. The few
elements of digital media are software, digital data, video games, digital images, social media,
web pages, digital audio and many others. Digital media is important for Marks and Spencer as it
helps in reaching to large number of audience and saves money as compare to traditional
marketing methods.
Further, digital media in business organisation is impacting positively. It increases civic
participation and creation of communities (Abou-Foul, Ruiz-Alba, and Soares, 2021). While
using of traditional method, products are being sold to the customers through physical basis, but
due to digital media, company can be able to sell their products online and resulting in increasing
customer demands. Marks and Spencer is working through social media platforms. They are are
doing promotion through digital media channels and attracting customers through different
images and videos. M&S is making innovation in becoming digital and selling products and
services online. This helps in enhancing large customer base and developing profitability as well.
Digital media is impacting marks and Spencer performance in positive way because it helps in
sharing content information to the general public and making communication effective with the
customers. Digital media involves use of social media strategy which brings information in
presented way and resulting in different process and relieving better to the customers. It provides
actual figures and facts that allow to circulate information much faster (Ionescu, Müller and
Kovalev, 2021). This not only enable people to respond on a real time but also helps them to
expose political corruption and unfair practises of business.
Digital media is impacting both in positive and negative impact on Marks and Spencer
performance. The positive impact is that it is providing business boundless reach- it helps in
knowing the website effectively and developing effectiveness among organisational
performance. It also considers as a money saver- because through traditional basis, marks and
Spencer is selling goods and services physically. But through digital media- they are selling good
on online platforms. This reduces cost of transportation and other cost of operation. Through
digital media, company is able to interact with their customer effectively and share their issues
and problems related to the products effectively. It delivers fast results and sales- while more and
more people are searching on internet about the products which they want to purchase. So, marks
and Spencer is providing pictures and videos through social media handles which results in
attracting customers and make them aware about new innovation within product range (Llopis-
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Albert, Rubio, and Valero, 2021). On the other hand, some of the negative impact which
company is getting from digital media platforms are that it devolves into damage control
operation- there are certain spammers and scammers who are just trolls and make bad comments
on the post provided by organisation. So, by digital media, they do more and cannot be handle by
company as well. So they sometimes take data and information of customers and abuse them.
The another negative impact which is seen of is sweep up in a business in “media fatigue”-
customers get daily a lot of messages from company so they just switch off the phone. This result
in ignoring the products and brand by customers.
The next negative impact is digital media is time drain on a business- as social media is
just a wastage of time because lot of people use this as time pass. So it takes a lot more time to
ignore company ads and to make a choice from variety of products offered by company. These
are some of the impact which digital media is providing on the organisation. There are various
other impacts which is seen of digital media on marks and Spencer performance. However,
digital media at a time of Covid 19 pandemic has become more important because company has
become online and selling products through online websites. This help marks and Spencer in
enhancing their customer base and developing profits as well of the organisation. By having
digital media in their performance, they are just delivering more effectiveness among customers
and making profits as well. Company gains various importance through digital media such as it
facilitates social interaction and empowers the people. It also gives people a voice to raise their
questions regarding the products and services. Through going digitally, company changes their
working style due to which the productivity of employees gets increased. Digital media helps in
increasing the engagement level of customer by interacting with them and making customers
satisfied with the products and services. In order to improve the performance and productivity of
business, it is important to reduce the negative impact of customer so that the reputation and
growth of company increases.
Which are the key benefits of digital media that provide positive impact on the productivity and
effectiveness of the organization?
From the views of Nguyen, (2021) Digital media is providing positive impact on
organisational productivity and their effectiveness. This helps in gaining customer satisfaction
and developing effectiveness among customers. There are some of the benefits which digital
media is providing to marks and Spencer in order to improve their performance and productivity.
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One of the most important benefit of having digital media within business organisation is that it
facilitates social interaction and which empower people- it help in connecting with people within
all over the world. It helps in interacting company with customers and understand their issues
and problems related to the products. This resulting in enhancement of customer base. Being
digital transformation, company is able to share their content within their pages and this results
in attraction of customer towards organisational performance (Ramírez-Hurtado, Hernández-
Díaz, and Pérez-León, 2021). Some of the other benefits which company is getting from digital
media is that it is cost effective- it is one of the biggest benefit, which marks and Spencer is
getting from digital media. Company is saving a lot of money while being in digitally. They are
promoting products and service through online media. This is done through radio, TV ads and
spots etc. this is a most affordable way to interact with customers and making advertisements
more friendly. The amount which is spend on campaign, now it is done online so this saves
budget of company and they enhance profitability as well.
Another benefit can be from digital media is that it targets ideal customers- because it
helps in targeting customer for their products and services. Targeting of people is from
traditional method is difficult because messages cannot be send to everyone within traditional
method (Zhao, and Wang, 2021). So, for that digital media is most effective to send messages to
customers in just one click. So for that digital media is used to share any type of information to
the customers or to make aware about the products and services. When a company is using any
of the search engine optimisation or any type of marketing strategies to create buyers, this results
in attracting customer and make them aware about new trends and techniques which is coming in
market currently.
Digital media also engages the customer to debate on topics and ask their questions
regarding the products and services. By engaging more and more customer towards the brand,
Marks and Spencer can enhance its customer base and improve its profit margin. It is important
for company to satisfy the needs and demand of customer in order to create strong customer base
and gain competitive advantages over its competitors.
Challenges that are experienced by the company because less practising and utilization of digital
media platforms
According to (Verhoef, Broekhuizen, and Haenlein, 2021) there are various challenged
which are faced by company due to less practising and utilization of digital media platforms.
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Organisation faces various problem while using effective digital media platforms which also
affect the performance and productivity of business.
Developing social media strategy is one of the challenge which is faced by Marks and
Spencer due to less practising and utilization of digital media platforms. It is necessary for
organisation to develop effective social media strategy that attracts maximum number of people
towards the brand. Social media strategy defines the plan which is developed by company and
also creates a hope to achieve business goals through using social networks. In order to develop
social media strategy, manager of Marks and Spencer must start with social media objectives and
goals. Company must be specific with the goals and objectives as if they are specific they can
implement the strategy in more effective manner. Through developing social media strategy,
company can identify right platform which can help to attract large number of customers. There
are different types of social media platforms such as Facebook, Instagram, Twitter, LinkedIn and
many other.
Turning employees into brand advocates is another problem that is faced by company
due to less utilisation and practising of digital media platforms. Marks and Spencer is
continuously focusing on increasing their online presence by focusing on driving organic reach
and generating awareness. Company can turn employees into brand advocates by offering high
quality facilities and services that satisfy their need and demand. Through digital media, Marks
and Spencer can hire specialised and highly skilled employees that can contribute their best
efforts in increasing the growth and success of business.
Keeping up with changing trend is also a problem which is faced by organisation
because of less utilisation of digital platforms. In order to stay competitive in market, it is
necessary to follow the latest trend. People generally get attracted by the company when they
follow latest trends of clothes and products. Marks and Spencer also follow the latest trend by
adopting new fashion and technology. Nowadays, customer prefer products that are of latest
fashion and fulfil their desire. Keeping up with changing trend helps in increasing the profit and
growth of business. It is important for the organisation to engage their customer consistently on
all the platforms where they are more active.
Targeting right customer is other challenge which is faced by Marks and Spencer due
to less utilisation and practising of digital platforms. While using social media platforms,
company have concerned about identifying the right customers who have interest in the product
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and services of Marks and Spencer. Targeting right audience can increase the profitability and
sale of business. There are various digital media platform, it is important to identify right digital
media platform that attracts right target customer. Marks and Spencer must create customer
persona by identifying their needs and wants so that they can target the people who have interest
among the products and services of Marks and Spencer.
Appropriate digital media platforms that are utilizing by the Marks and Spencer in order to
improve the marketing activities of the company
As per the viewpoint of (Ulloa, Ballesteros, and Renza, 2021) there are various digital
marketing platforms which are utilised by Marks and Spencer in order to improve the marketing
activities of company. They use digital media platforms in order to improve the business
performance and productivity. Through digital media platform, company can reach to large
number of target audience and also attract maximum number of people towards the brand. The
few digital media tools which helps in increasing the efficiency and effectiveness of business are
as follows:
Search engine optimisation is one of the digital media platform that improves the
visibility of company's website. Marks and Spencer focuses on boosting the SEO of their website
page as it increases the online visibility, traffic and activity of business. Search engine
optimisation mainly increases the quantity and quality of traffic to company's website through
organic search engine results. It also provides better user experience by offering them relevant
information of the products and services. Better user experience mainly results in more leads,
higher conversion rates, more clicks and better brand recall. Search engine optimisation also
promotes better cost management by focusing on cheaper advertising, implementing cost
effective pertaining activities and using low cost lead generation.
Social Media Marketing is also a digital media platform which helps in reaching to
large number of audience with single medium. It is considered as one of the powerful and
effective internet marketing channels which includes Twitter, YouTube, Facebook and
Instagram. Marks and Spencer have its presence on various types of social media platforms with
wide number of followers, they have online presence on Facebook, Instagram, Twitter, LinkedIn
and YouTube. Company also have its own website in order to attract large number of customer
towards its product and services. By using social media marketing company creates brand
recognition and also measure their success with analytics. It also helps in increasing the sale and
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visibility of products and services. Through social media marketing, Marks and Spencer can
measure its success with analytics. Google Analytics is one of the social media marketing tool
that helps to measure the most successful social media marketing efforts and also determine one
of the effective tool for gaining success in market. It also helps in providing better customer
satisfaction by offering them personalised experience. Social media is considered as
communication and networking platform that gives company a voice to improve its credibility
and sale in market. Marks and Spencer must also focus on answering the questions of customer
by offering them personalised answer rather than automatic one. Social media also help in
increasing customer satisfaction by making them loyal towards the company.
Email Marketing is also a platform of social media which helps in improving the
performance and productivity of business. Through emails, company can interact with their
customer and also stand out differently in market. Email marketing helps in offering insider
content, customised content and special discounts to their customers through emails. Marks and
Spencer send emails to those customers who have interest in the products and services of
company. Email marketing is considered as one of the low cost medium through which
organisation can convey and share their message to audience. Marks and Spencer not need to pay
cost of print and postage in order to deliver their message to target audience. Through email
marketing, company can also reach to exiting customer by sending them mails and conveying
them about the discounts and sale. It also helps in increasing the revenue and sale of business by
attracting people through emails.
Pay per click is other platform of social media which engaged the customer and convert
them into buyers. The main goal of pay per click is to engage the customer by offering them
more productive content that provides relevant information. Pay per click ads generally used
through sponsored stories, video ads, product listing and social media platforms. Marks and
Spencer also uses pay per click as they have to pay for the visit that they receive and also the ads
reach to large number of target audience. Through pay per click, company can gain lot of
information about the performance of ad and also control their budget very precisely.
Conclusion
From the above mentioned secondary information gathered for literature review, it has been
concluded that innovation and information technologies are important for business organisation
because this helped them in improvement of their performance. Innovation at workplace
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facilitated Marks and Spencer in solving impossible problems, increasing workplace
productivity, beating tough competition, increasing competitiveness and many more. There are
also various advantages gained by Marks and Spencer with the use of information technologies.
These are improved productivity, enhanced business agility, improved staff coordination,
increased revenue streams, improved data security etc. Therefore, both innovation and
information technology are significant within a workplace of M&S in accomplishment of long
term goals and objectives successfully.
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CHAPTER 3: METHODOLOGY
Research methodology is the process used for collecting and evaluating information
regarding specific area of study. Main aim of research methodology is to help investigator in
collection and evaluating accurate information about research topic (Budianto, 2020). There are
various methods used for collecting appropriate information about the effectiveness of
information technologies and digital media platforms to improve the performance and
development of the organization. These methodologies are described as below;
Research philosophy: It is a belief regarding the way within which information about a research
topic or subject should be collected, evaluated and used (Nayak and Singh, 2021). There are
three types of philosophies that explained as below;
Ontology: This philosophy defines the reliability of data or information regarding topic. There
are certain types of ontology philosophy such as constructivism, pragmatism and objectivism
(Dźwigoł, 2018).
 Epistemology: This is another type of philosophy that is used for collecting qualitative
and quantitative data through essential philosophies. These philosophies are positivism,
interpretivisim and critical realism.
 Axiology: This philosophy facilitates in identifying opinion of an individual about
research topic or subject.
Thus, all these are essential in collecting and evaluating data regarding any subject. In
accordance to the present investigation, interpretivisim under epistemology is chosen by
researcher. There are certain benefits of selecting interpretivisim philosophy such as provides
qualitative and secondary data, less time consuming, cost effective etc. These are main
advantages that helps researcher in attainment of research aim and objectives through research
questions (Ngozwana, 2018).
Research approach: This is the procedure followed for evaluating gathered information through
effective approach. There are two types of research approaches such as inductive and deductive.
These approaches are described as below;
Inductive approach: This approach is used for evaluating qualitative data through available
sources (Bairagi and Munot, 2019).
 Deductive approach: This is an essential approach that assist in analysing numerical
information about the topic.
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Therefore, these are essential approaches and facilitate investigator in data evaluation. In order to
analysis information regarding the significance of information technologies and digital media
platforms to enhance the performance and development of an organization, inductive approach is
applied (Staron, 2020). There are various advantages of inductive approach such as assist in
secondary data collection, not require sample, not takes maximum time, helps in development of
valid conclusion and many more.
Research strategy: This methodology assists in collecting accurate information regarding
different approaches. These are experiment, survey, case study, action research, literature review
etc. All these are essential approaches that explained as below;
Experimental: This is the process of observing an individual about their activities. This is
essential in gathering data from smaller number of samples 1 to 5 (Ragab and Arisha, 2018).
 Survey: This is an essential type of research strategy that assist in gathering qualitative as
well as quantitative information from appropriate number of samples.
 Case study: This strategy is emphasised on one or more people. This strategy is mainly
useful in financial sector because it assists them in comparing their cash flow with
another organisation.
 Action research: This kind of research is effective within educational industry by
helping teachers and students in its learning. With the help of this strategy, students or
learner can easily improve their professional understanding.
 Literature review: This is an effective approach that assist in gathering secondary
information through certain sources. These sources are peer-reviewed articles, books,
journals etc.
Therefore, all these are effective and useful but in accordance to the present study, literature
review is a chosen approach (Turnbull, Chugh and Luck, 2021). There are various reasons
behind selecting literature review is it facilitate in secondary data collection within less time and
cost.
Research choice: This is the process of gathering information about the research topic. There are
three choices of the research such as mono method, mixed method and multi-mixed method. All
these choices are explained as below;
Mono method: This is a method that facilitate researcher in collecting single type of data either
qualitative or quantitative (Coombes and Ryder, 2019).
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 Mixed method: Mixed method is defined as the method that helps in collecting both kind
of data that is quantitative as well as qualitative.
 Multi method: Multi method is referred as the method that is related to the mixed
method as it also helps in gathering numerical as well as non-numerical information.
As per the above gathered data it is analysed that it is necessary for researcher to gather
appropriate information according to the topic. In the present research mono method choice is
selected because it assists in taking out one kind of data in shorter period of time. Under mono
method, qualitative research choice is selected by researcher because it helps in carrying out
information that is not present in numerical form.
Research design: This refers to the process of collecting, evaluating and using specific data
about the topic. The entire research relays on the research design which is executed by the
investigator for finding the impact. The research design has three types that are experimental,
descriptive and exploratory (Clarke and Visser, 2019). All these are effective and essential
designs, which are explained as below with proper justification;
 Exploratory: it is defined as the research used to study a problem that is not clearly
defined. This is an important and essential design because it facilitates in collecting,
evaluating and using of secondary data about the topic.
 Experimental: This is another type of research design that assist in gathering and
analysing data through the experience.
 Descriptive: This type of research design is significant in gathering, analysing and using
numerical information regarding any subject or topic.
Therefore, above mentioned all these are main types of research designs but in accordance to the
present investigation, exploratory is a selected type of research design. There are various
advantages behind the selection of exploratory type of research design. These are it is a useful
approach is getting valid and reliable outcomes within minimum time period.
Data Collection: Data collection is referred as the method that assists in collecting appropriate
piece of information so that aim and objectives could be easily obtained. For researcher it is
significant to accumulate apt piece of information so that determined results could be achieved.
Data collection is divided into two parts that are: primary and secondary data collection (da
Silva, 2017).
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 Primary data collection: Primary data collection is referred as the data collection that
accommodates researcher in collecting first-hand piece of information. This is the type of
information that is collected directly from the source of information in shorter period of
time. This kind of information collected from the sources like questionnaire etc.
 Secondary data collection: Secondary data collection is referred as the kind that assists
in collecting information that is already published. This is the kind of information that is
second hand and already have existence in the universe. Some of the secondary sources
are: journals, articles, newspapers, books etc.
According to the above collected data it is understood that investigator has chosen
secondary data collection because it assists in gathering second hand data. For these researcher
has used secondary sources like journals, articles, newspapers, books etc. This assists researcher
in saving time because this kind of information is already published.
Time Horizon: Time horizon is referred as the research methodology that facilitates in
scheduling proper time period. It is being classified into two parts that are: cross-sectional and
longitudinal time horizon. The two of the time horizon is defined below with proper justification
(Lai, 2018).
 Longitudinal time horizon: Longitudinal time horizon refers to the time horizon that
assists in scheduling tasks in such a way that does not consider real time situation.
 Cross-sectional time horizon: Cross-sectional time horizon assists in completing
activities and tasks in shorter period of time in comparison to longitudinal time horizon.
As per the above collected data it is understood that time is very significant element. In the
current research, investigator has chosen cross-sectional time horizon because it helps in
completing activity in shorter period of time.
Research limitations: Research limitations is referred as some of the barriers that are faced by
researcher while conducting research. In the present research, investigator has faced some
limitations that are: time management issues, cost issue etc. Researcher has faced problem in
managing time because researcher was unable to attain aim and objectives in proper manner
(Fidahic and et. al., 2020).
Research Ethics: Ethics are known as one of the important components because it assists in
conducting research in ethical manner. Some of the principles of ethics are: approaching sites of
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the company and its information by getting from the chosen organisation. The other ethics is not
using confidential information of the company (Kanu, 2019).
Conclusion of the methodology
From the above mentioned methodology, it has been concluded that there are different
types of methods used for achieving research aim and objectives through research questions.
Within an investigation, secondary methods used by researcher for collecting in-depth and
accurate information regarding the innovation and information technology. Under secondary
methodology, different methods have been used with purpose of gathering accurate information
regarding the current topic. These methods are inductive approach, interpretivisim philosophy,
qualitative research and many more. All these are effective for investigator in accomplishment of
research objectives successfully.
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CHAPTER 4: DATA ANALYSIS
Data analysis refers to the process of evaluating gathered information via a research
analytical tool. Within a current dissertation, data was gathered from secondary sources that are
books, articles, journals and many others. Along with this, for evaluating secondary information,
there is requirement for using research analytical tool i.e. Thematic Analysis. This is an effective
technique because it helps in evaluating secondary information easily and within given time
period. It is a qualitative data analysis method, which involves reading via a data set. There are
several advantages of using thematic analysis such as time effective, cost effective, helps in
achievement of valid outcomes etc.
Concept of Information Technology and Innovation for the development of the organization
As per the accumulated information in the chapter of literature review through secondary
sources such books, articles, journals, newspapers etc. it is identified that innovation and
information technology are very significant for the development of a company. Information
technology is known as the application in an organisation that has computer and internet for
transmitting, retrieving, manipulating and storing piece of information and data. Security is
known as particular category of information technology that mainly focuses on sharing
information (McSwiney, 2021). It is very useful for both multinational as well as small
companies because this is the major resource for storing information and data in systematic
manner. The technology of computer plays crucial in the organisation because it has made every
task and activity very easier all around the world. In this modern it is not possible for an
organisation to operate without information technology as it is required in each and every
department. The departments are: human resource, communication, finance, sales and every
other department that needs technology of computer to function (Lecerf and Omrani, 2020).
Information technology assists in one of the areas of the company i.e. protecting
information and keeping it safe from the people who could take advantage of that particular data
of company. Marks & Spencer is the company that is constantly making research to take
advantages of information technology. The company has adopted internet based service so that
they could satisfy their existing customers and attract new number of customers. One of the
examples of internet based service of Marks & Spencer is online gateways for payment trough
their websites. Through information technology they make sure that transactional information of
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customer remains secured and protected. Hence, this ultimately helps in building the customer
loyalty towards the brand and increasing the brand image (Kroh and et. al., 2018).
Innovation is known as another important component that assists in the process of
attaining competitive advantages in the market. A company invests huge amount of money in the
process of innovation for the long term survival in the market in the presence of multiple number
of competitors. There are various kinds of elements in relation to innovation like methods of
training and development, skills and resources, empowerment and motivation of employees and
production of great quality products. These are the elements that have major contribution in the
procedure of creating innovation within the business environment. Marks & Spencer is the
company that believes in the innovation and constantly make efforts to bring new innovation in
their products, procedures etc. Marks & Spencer provides learning and development sessions to
their employees so that they could learn about doing their work in an innovative manner. The
other way is employees are involved in the decision making process and this ultimately helps in
getting multiple number of ideas. M&S has launched “Innovation hub” that focuses on
expanding plant-based food products as it is contributing in protecting the environment.
Managers of the company are also continuously putting efforts to provide great number of
opportunities to their employees because they become more encouraged and motivated to do
their work innovatively (Lioy, Del Valle and Gottlieb, 2019). Hence, innovation and information
technology are very important for companies because it helps them in moving towards success
and high growth.
It is identified that innovation and informational technologies is significant for the companies. In
this modern age, organisation faces risks due to global pandemic of COVID-19 so it is
significant for developing new innovation in the working environment. Innovation provides new
vision to the employees in the organisation so that they can make fuller utilisation of resources
and capabilities. For making innovation within the organisation it is significant to have sufficient
sources of funds with the organisation and they must have capable employees as well. The
department of information technology makes sure that operations within business, applications,
networks and data connects and functions systematically and properly. It basically handles and
operates all the departments in an innovative way so that they could maintain services and
applications of company, optimising and monitoring troubleshoot issues of applicants. It looks
the governance of infrastructure and applications (Tsatsou, 2018)
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(Gil, Cortés-Cediel and Cantador, 2019). It is very significant for an organisation to have
department of information technology. The company Marks & Spencer has managers which uses
information technology system. This assists in storing information and data related to the
transactions of business as well as customers.
Information technology offers variety of means for developing, analysing and storing
information and securing data in systematic and proper way. The data processing is very
significant role among various practices of business because it involves invoicing and sales,
taxes and accounting, marketing research, development and design of the product. Basically it
incorporates with regulatory compliance and it has different kinds of information technology.
Some of the examples considered in Marks & Spencer are server upgrade, new software, security
monitoring, user support, business improvement etc. There are many benefits of having
information technology in the business environment of Marks & Spencer. IT assists in rapid
communication which ultimately assists in increasing efficiency and productivity of employees.
It helps in decision making to the company and this assists in expanding the business.
The managers of Marks & Spencer in Information technology department maintains
company and customer’s files. It assists in keeping information in safe and limit access to the
few. The virtual vaults assist in keeping information secure and safe. Security system is put in
place to wipe from damaging any kind of risk that obtain by system broken down. Besides,
innovation has many benefits like it assists in improving the productivity and reducing the costs.
It assists in developing better quality of services and products, helps in building better product
range and result in increasing the customer base. Innovation also assists in handling
environmental and legal issues that affect the business environment. It also gives outcome of
improved retention of staff, recruitment and motivation. Hence, innovation is becoming
significant by every day as it assists in good quality recruitment of the company. The main
purpose of information technology is building communication networks for organisation and
assist employees in troubleshoot problems, creating database and safeguard data. The major four
elements of information technology include business software development, database and
network management, computer technical support and information security. In the present global
pandemic, Marks & Spencer adapted new technology with the motive of preventing employees
from COVID-19.
Importance and impact of digital media on the performance of the Marks and Spencer
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From the above gathered piece of information with the assistance of secondary sources
like journals, newspapers, articles, books, publications etc. it is being understood that digital
media is very important in this modern time. Digital media has changed lifestyle of people
because it has made easier for people to connect with each other. In companies also digital media
has taken place because it is helping company to connect with business partners as well as
customers. It has created many benefits for individual as well as society because it is providing
channel for communication and increasing social interaction. Organisations are doing research to
find better ways to connect with large number of customers. It is being determined by the
company that digital media is known as effective tool and technique for promoting products as
well as services. It is very useful tool because it is helping in attracting large number of
customers and promoting brand through internet (Sampedro and Mosca, 2018).
Digital media helps in increasing the social interaction of company with their existing as
well as potential customers. This type of media has helped Marks and Spencer to decrease their
efforts and time in respect of attracting larger number of customers. In different social media
channels there are different types of people who have different background, culture and religion.
The managers of Marks & Spencer are constantly adopting different social media strategies for
increasing their number of customers and enhancing the profitability level. The various channels
of digital media help in recording information about their customers so that their needs and
requirements could be fulfilled. Digital media is the place where people are constantly sharing
their opinions, views and reviews about the brand as well as their used products or service. This
way they could easily make improvement in their existing products and services as per the
requirements of their customers. Hence, digital media is very important for companies to acquire
large number of customers in this modern time and in the presence of different number of
competitors (Malmelin and Virta, 2016).
The impact of digital media on Marks & Spencer could be positive and negative as it
depends upon the situation and condition of the market as well as their customers. The positive
impact of digital media could be referred as higher reach of consumers. The adoption of digital
media helps in reaching customers at global level in a very short period of time. It assists in
understanding the website of company and making changes according to the needs and demands
of the customers. This assists company to save their cost rather than approaching customers
physically. It has reduced the transportation as well as operational cost of the Marks & Spencer.
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On the other hand, negative impact of digital media is explained as it drains the time of business
as there are many customers who use digital media for time pass. Hence, it consumes lot of time
period for managers to make strategies and not giving appropriate results (Sumiala and Tikka,
2020).
Digital media in organisation has impacted in positive manner. It has increased creation of
communities and civic participation. With the use of traditional techniques, commodities are
being sold to the consumers by physical basis but with the assistance of digital media company
could be able to sell their goods through online platforms. It basically assists in increasing the
demands of customers. The company Marks & Spencer is operating with various platforms of
social media and they have ensured that they are gaining larger number of customers through
digital media promotion. The company is promoting through channels of digital media and
grabbing attention of customers by various videos and images. Marks and Spencer is
contributing and actively participating in making innovation to become serve their products and
services online. This assists in enhancing the larger customer base and increasing the level of
profitability. Digital media impacts Marks & Spencer performance in a very positive manner as
it assists in valuable piece of information to the general public. It also assists in communicating
efficiently and effectively with the existing as well as potential customers. Digital media includes
social media strategy which carries out information in a presented manner. It also results in
different procedures and relieving better to the consumers. It offers actual facts and figures that
help in circulating piece of information much faster manner. This enables people in responding
on a real time but also assists them to expose unfair practices and political corruption of business
(Gegenhuber, Ellmer and Schüßler, 2021).
Digital media impacts both in negative and positive on the performance of Marks &
Spencer. The positive effect is that it is offering business boundless reach it assists in knowing
the website effectively. It develops effectiveness in the organisation so that performance could be
enhanced. It is considered as a money saver in comparison to traditional ways. Marks & Spencer
sells goods and services in a physical manner. But with the assistance of digital media, Marks &
Spencer sells goods and services through online platforms. This also assists in reducing the
transportation cost and many other costs that are related to different operations. With the help of
digital media, organisation is able to interact with the customers very effectively and efficiently.
It delivers fast outcomes and sales while more number of customers surf on internet about the
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products and services they are desiring to purchase and buy. The company Marks & Spencer
gives attractive videos and pictures by using different social media handles this results in
attracting large number of customers and also make them familiar with innovation among
different ranges of the product. Besides the negative impact of digital media can be defined as
there are many spammers and scammers who troll and comment on the post posted by the
company. This influences other customers and they also cut off their purchase from the
company. Such comments and trolls are the things that is not in the hand of company and have to
face certain consequences. The other major negative impact of digital media is customers
continuously get messages about the different products and services of the company. This
disturbs the customers continuously and they start avoiding products and services offered by the
company.
Key benefits of digital media that provide positive impact on the productivity and effectiveness
of the organization
As per the above information it is being identified that digital media is one of the growing
platform that shaped human of this century. It plays a vital role in business and personal life of
people. Digital media is also known as electronic media which defines how information is
delivered and consumed through various forms. Through digital media platform, people can
easily stay in touch with family, friends and also they can work remotely. It bridges the gap of
communication by using words, audio, video and also message can be exchanged through other
media. Digital technology helps in building social connectivity and users can easily get updated
with the latest news on social happenings and local events. It transform the nature of work as
people have an opportunity to do work from home. There is no need for all employees to present
in same building and complete their work, they also have an opportunity of flexible working
practices. It makes easier for the individuals and companies to share, modify and access the
information. Digital media also increases the brand awareness of company by increasing their
global reach. Through digital technology, organisation can reach to large number of audience
and enhance its customer base. When company reaches to wider customers, it increases the sale
and revenue of business. It also helps in increasing the brand activity of business as social media
is one of the effective and easiest way to enhance the target visibility of brand and syndicate
content offerings. Social media is a cost efficient platform that helps to compete with
conglomerates when it comes to reach (Igben and Ilaya, 2021). In order to improve the customer
29

base, it is important for company to post about new products and services, address customer
concern and solve the queries of consumers online. Digital media also helps in boosting the
productivity of business as companies have an ability to use smartphones, emails and internet
due to which they can finish their work quickly and also explore more things while working. It
increases the productivity of business and helps to generate more sales and revenues. Marks and
Spencer can also find expertise and highly skilled employees in organisation by using digital
technology. They use digital media in order to attract more and more number of candidates and
source the talented employees in company. Digital media also increases the availability of
learning resources by continuously developing new skills and knowledge. It also helps in
improving learning by supporting teaching and self-education through tutorials and online
videos. One of the main advantage of digital media is that it boosts creativity by encouraging
experimentation. It helps in promoting the brand and also increase the visibility of its products
due to which company can attract large number of customer. Marks and Spencer use various
types of digital marketing platform in order to improve their brand image and reputation. They
launch and promote their product by using digital marketing platform. Social media also helps to
track the competitors and also company can measure their performance. Digital technology also
allows company to target ideal customers so that they can reach to right people. It is important
for Marks and Spencer to identify the right target people who are interested in their products and
services. One of the significant advantage of digital technology is that organisation can target
people specifically. It is difficult for Marks and Spencer to use traditional marketing method for
targeting people (Towse, 2020). Digital media also allow organisation to reach people at starting
of buying journey.
There are various benefits of digital media that help in providing positive impact on the
effectiveness and productivity of the organisation. Digital media assists in facilitating social
interaction and empowering people. This media helps in connecting people in various ways and
this way one customer gets to know about the products and services of the company. Marks &
Spencer has focused on developing and creating a website because it holds great significance for
the business. Along with the website of company, it also used various platforms of digital media
so that attention of larger number of customers could be grabbed. Social networking sites include
Facebook and Twitter are very essential to maintain competitive advantage. Organisations that
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do not have social media accounts risk missing out various number of marketing opportunities.
One of the greatest benefits for digital media is interaction with target market.
Marks and Spencer uses digital media to interact with their potential as well as existing
customers. Company goes through various Facebook updates and tweets are posted by their
existing as well as potential customers so that they can get appropriate insights about the needs
and requirements of people. This increases the confidence and productivity of the organisation
that they are increasing their customer base for their products and this would help them in future
by increasing their profits. The other major benefit related to digital media is competitive edge.
In this modern age, every competitor company is using social media accounts to market and
engage with customers. So, the company makes sure that they are keeping up with the strategies
of digital marketing and using them in a better version. In the competitive business world, more
and more company’s organisations are capitalising on the advantages of social media. This helps
Marks & Spencer to boost their online traffic to increase their sales and for this they stay ahead
of their competitors while providing best products and services to the customers (McCosker,
2017).
Another greatest benefit is effective marketing that helps Marks & Spencer to increase
their productivity and overall performance of the business. Twitter and Instagram generates
interest among followers regarding the products and services provided by the company. Marks &
Spencer considers social media creatively for advertising products with making consumers feel
that they are overwhelmed by campaigns of marketing. This assists in grabbing the attention of
customers regarding the customer and also influencing those customers who have not bought any
product from long time. The other benefit is affordability as it is cost effective way for
promoting the business by using various campaigns of social media or digital media campaigns
that strengthens the online visibility of the company. The digital media does not increase the
budget of company and promote the product without increasing cost (Bushuyev and et. al.,
2019).
Challenges those are experienced by the company because of less practicing and utilization of
digital media platform
According to the above discussion point it is being identified that there are various
challenges which is faced by company due to less practicing and utilization of digital media
platform. These challenges influence the profitability and performance of business. The few
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problems which is faced by Marks and Spencer are developing social media strategy, turning
employee sin brand advocates, improving decline in organic reach, creating engaging content,
complying with privacy and data sharing regulations, managing cash flow, generating qualified
leads and learning about customer. It is important for the company to learn about the audience
and identify their taste and preference. By producing products according to the taste and
preference of consumers helps in increasing customer base and also attract large number of
people towards the brand. Marks and Spencer must use buyer persona in order to target right
customers and understand them in better way. They can also learn more about their customer by
asking and polling them questions on blog and other social media pages. The other problem
which is faced by Marks and Spencer because of less practicing and digital media platform is
generating qualified lead. Organisation must focus on generating qualified leads as it helps in
improving customer base and also attract maximum number of consumers towards the company.
In order to generate leads, company must focus on paid ads such as Google ads and Facebook
ads. Company have to focus on costly lead generation strategies such as using video marketing,
developing interactive channels and networking on LinkedIn. Marks and Spencer also faces issue
for creating engaging content. Nowadays, people generally get attracted with the engaging
content that deliver some useful information and message. They are always hungry for fresh
content that points and educates them in the direction of solution (Camilleri, 2018).
The Contents which are getting popular among people are short-from videos, podcasts,
Facebook, Instagram stories and live streaming content. Customers generally prefer interactive
content that gives them a chance to express their opinions and viewpoints reading the products
and services. Marks and Spencer also face challenge while keeping up with changing trends.
Digital media has changed drastically and also it contributes to change even today. It is necessary
for company to follow the latest trends and changes in order to remain competitive in market.
Organisation must focus on engaging their customer consistently on platforms that they are most
active. They also face problem in developing effective social media strategy by creating a list of
social media goals and objectives (Nardelli and Broumels, 2018).
Determine the most appropriate digital media platforms that are utilizing by the Marks and
Spencer in order to improve the marketing activities of the company
As per the above information it is being determined that there are various digital media
platform which is used by Marks and Spencer in order to improve marketing activities of
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company. They focus on search engine optimisation, social media marketing, email marketing,
pay per click and also company have its own website. Marks and Spencer use search engine
optimisation so that they can enhance the marketing activities and improve their brand
awareness. Through search engine optimisation, Marks and Spencer can improve its content rank
on Google. It helps in bringing more customer through organic search and also increase the
visibility of its product. Search engine optimisation provide better user experience by offering
them relevant information, mobile friendly configuration and easy to navigate web pages.
Through search engine optimisation, company offer better use experience which results in more
leads, higher conversion rates, more clicks and better brand recall. It also attracts more and more
customer towards the brand who seeks to find the product and services of Marks and Spencer.
Search engine optimisation also helps in building brand awareness of company by reaching to
more and more target audience who have interest in the products and services of Marks and
Spencer. It delivers continuous flow of free and targeted traffic due to which customer can easily
get access on the website of company (Zaabi, Singh and Ajmal, 2017).
The other digital media platform which is used by Marks and Spencer in order to improve the
marketing activities of business in pay per click. The main motive of pay per click is to turn
latent users into engaged prospects and convert them into potential buyers. When customer click
on online display ad then they get to another page whose content gives more effective
information about the products and services of Marks and Spencer. Pay per click ads are mostly
shown as product listings, social media platforms, sponsored stories and video ads on website.
Marks and Spencer also uses email marketing in order to attract maximum number of people
towards the company. Through email marketing, company shares the brief information of its new
launches and discounts so that they can avail new collection and benefits provided by company.
Email marketing is one of the digital media tool that helps organisation to connect with target
audience. Marks and Spencer offer special discount, customized content and insider content to
their email subscribers in order to make their customer's feel special. E-mail marketing help in
increasing the profitability and sale of business. It is one of the effective tool that build
relationship with customers, leads and existing customer (Trott, 2017). Email marketing helps in
reaching to already engaged audience by sending messages to those who signed up to receive the
mails. By using this tool, Marks and Spencer directly sends the message to customer and also
improve the conversion rate of business by targeting people who have interest in the brand.
33

Email marketing also helps in delivering target message by sending emails to subscribers who
meet certain criteria. Marks and Spencer have developed a list of people who show an interest to
receive email.
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CONCLUSION
From the above information it is being concluded that information technology is a set of
storage, physical devices, networking and use of computers in order to create, store, process,
secure and exchange all forms of electronic data. There are few main components of information
system such as task, people, technology and structure. Information technology is a process of
using software, hardware, services and supporting infrastructure to manage and deliver
information using data, voice and video. Innovation also plays an integral role in developing the
organisation as it increases the productivity by offering innovative products and services to
people that helps in improving their overall standard of living.
The main purpose of information technology is to improve communication, decision
making, inventory management and data management of organisation and also focus on
improving customer relationship management. Through information technology, company can
build and grow the business sector and also gain maximum possible output. Innovation increases
the chance to react to changes and also bring new opportunities. It also helps in fostering
competitive advantage as it enables to build better products and services for customer.
Information technology and innovation is important in business as it improves the process,
increase efficiency, improve profitability and bring new and improved products and services to
market. Digital media also plays an important role in improving the performance and
productivity of business. It creates an unprecedented levels of communication, social interaction
and community building which helps in bringing better opportunity. Digital media is a medium
through which people can interact and communicate with each other. It also helps in maintaining
friendship and good relations with people.
Company generally use digital media in order to increase the sale and profitability of
business. Digital media boost visibility among potential customer and also reaches to wide
number of customer by using large amount of effort and time. Nowadays, digital media is
important for organisation as it reaches to enormous audience in a way that is measurable and
cost effective. There are different types of digital media such as digital images videos, social
media, websites, digital data and digital audio. By using these types of digital media, company
can attract large number of customer and improve its brand awareness in market. The one of the
effective digital media which increases the profitability and growth of business is social media. It
is a platform which reaches to maximum number of people and connect with them in order to
35

build brand, drive website traffic and increase sale. The social media platform which plays a vital
role in improving the brad image and awareness are Facebook, Twitter, Instagram, LinkedIn,
YouTube, Snap chat and Pininterest. Social media marketing is important as it provide various
benefits by reaching to millions of customer worldwide and connecting with them by boosting
leads and sales. It helps in connecting with customer and build relationship with them.
Social media also give opportunity to company to interact and share their expertise
knowledge by connecting with like-minded people. It also creates brand recognition by engaging
more and more customer towards the company and it brings audience attention to the brand even
when they are not thinking about it. The key benefits of digital media that provide positive
impact on the productivity and effectiveness of organisation is that it facilitates social interaction
and empowers people due to which they maintain healthy and positive relations with customer.
RECOMMENDATION
From the above research it is being recommended that the organisation should use information
technology in their operation. By using this many of their business operation can be made easier.
In today dynamic environment if the companies want to grow and interact with their customer in
larger amount then they should adopt the technology in their day to day life. If the ventures want
to better meet their customer and want to know their need and wants then they must acquire
information technology. This will also help the mall scale business to go online and sake their
product and services. It is also recommended that if the business wants to run for the longer
period then they must adopt the strategy of innovation. Innovation plays an important part and it
is life the blood for the organisation in they want to live. In today’s era want attract the most is
innovation, if the firm start investing in those technology where innovation is good then they will
competitive in the surrounding and will boost their market share. Information technology is good
technique if the organisation wants to run with the surrounding. As the needs and preferences of
the consumers changes with the time, keep innovation is the greatest sources to attract the buyers
and increase their brand image. By studying the above research it is also been recommended that
going digital is the most powerful source to target the potential customer and increase their brand
in the eye of buyers. Information technology changes the scope of managing things from most
traditional way to modern way. If the firm who invest in acquiring good technology and tools
will beat with the competitor in larger way then those does not possess good tech. If the business
want to change the way they are working and to create a good workplace the managing
36

innovation and technology play an important part. If the venture wants to flourish and want to
bright and compete in their industry then they should start investing in technology. If the
organisation want to cut their cost of production and want to increases their liquidity then they
should use information technology as their survivor. With the increase use of social media
platform the need to adopt the digital media as ass source of marketing also increases. So if the
company who mange in making innovation and want to introduce their product or service in the
market then they should use digital media (Zaabi, Singh and Ajmal, 2017). Digital medias the
vital source to pin point the targeted buyers across global. With thee help of technology the
barriers of international trade is also being reduce as social media is the greatest source of
marketing. Customer loyalty and brand awareness can also be enhanced with the use of
information technology and innovation. As if the company develop a innovative product which is
according to the need of buyer then automatically consumer will love to buy it and this would
help them by increasing their market share and if customer love it then they will start doing
mouth publicity which will help the firm.
37

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Online
Marks & Spencer launches 'innovation hub' to expand plant-based food range, 2021. [Online]
Available through https://www.cityam.com/marks-spencer-launches-innovation-hub-to-expand-
plant-based-food-range/
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