Investigating Impacts of Digital Marketing Tools On Cost and Marketing Objectives of Fashion Retailers in The UK Introduction

Investigating Impacts of Digital Marketing Tools On Cost and
Marketing Objectives of Fashion Retailers in The UK
Introduction
As the buyer/seller relationships are continually changing, the role of digital marketing in the UK fashion
retail industry is increasing. Online marketing leads, as a modern form in direct marketing, to online
contact among sellers and buyers.
Background:
Ryding et al. (2016) noticed that the fashion industry was created with the advancement of digital media,
branding and the creative application of technology in accordance with the new developments in design.
Online platforms have been even easier for users as they have convenient exposure to the internet due to
the massive progress carried out by today's society. Fashion is a very small product life cycle business
that is completely based on evolving patterns, as per Blázquez (2014). Until consumers turn to
competitive markets, advertisers will be able to predict and forecast fashion patterns such that the apparel
marketer becomes a trend setter, and digital media is the best area for consumer acquisition and
conversion by means of digital media metrics and optimization, to ensure consumers stay true to them
during the existence.
Seminal Literature:
Sashi (2012) observed that customers are more conscious of goods, brands or businesses, which allow
them to evaluate value for money or purchase costs, with rising internet usage, rising mobile users,
quicker digital contact networks, new apps and better connectivity. The advent of digital marketing,
which has been a crucial method for fashion retailers to establish contact with consumers, to generate
sensibility, to brand awareness and to keep current consumers loyal, has been strongly affected by the
global fashion industry (Blázquez, 2014). Numbers of experts who firmly agreed on the beneficial
benefits of utilizing digital media to accomplish business goals have explored the role of digital
marketing, as noted by Zhang, Dubinsky, & Yong Tan (2011). But there is a lack of significant literature,
as observed by Gaur, Sahu, & Singh (2020), that explicitly ties the digital ads to their effect on the fashion
retailers' cost efficiency in the UK. The apparel industry is one of the fastest evolving sectors in which
patterns tend to evolve every 3-6 months. This makes it particularly necessary for advertisers to adopt a
strategic strategy that not only aims to meet brand goals, but also helps to reduce costs (Du, 2019). In

view of these perspectives, an observational analysis is intended to contribute to better comprehension of
a range of digital media tools that can be critical to optimize the results of promotions and to build cost
advantages for fashion retailers in the UK.
Importance of Research:
The way corporations are managed and conduct a range of corporate functions has drastically improved
systematic technology advancement in the industrial markets through industries. In the world of
marketing, digital marketing has proven to be the strongest path to accomplish brand goals over the past
decade (Rathnayaka, 2018). International companies have become open to consumers through emerging
technology at a simple button. Excessive technology rollout has shifted marketers' emphasis on consumer
and business, as advertisers are often more digitally oriented on targeting target markets than waiting for
consumers to meet them (Du, 2019). The incremental development of digital marketing is seen as an
inflection point in the fashion retail industry with a strong emphasis on interactivity and online content.
The apparel retail industry has been recognized as one of the key industries with its significant
contribution to GDP development in the UK. The usage of new media has been a standard trend of the
manufacturing world in the era of overwhelming technological growth (Ryding et al., 2016).
The research proposal will examine with regard to evaluating empirical data and other non-academic facts
the effect of the digital media technologies on the company priorities (cost & market) of the UK fashion
retail sector.
Aims and Objectives
This work aims to empirically examine the expense and marketing goals of UK fashion retailers in
relation to the effects of digital marketing technologies. The research objectives are given below:
 Assessing the value of digital media instruments to increase corporate ability to meet marketing
goals.
 To define the main styles of fashion retail digital marketing platforms in the UK.
 Establish a connection between digital marketing strategies and fashion retailer cost / marketing
goals.
 To assess challenges for fashion stores in the UK to implement digital marketing strategies.
 Propose approaches that will help solve the problems found.
Importance of these Aims and Objectives:
These aims and objectives are useful in a way that they pave a way to the whole research. On the basis of
these objectives, it would be easier to develop an idea of the entire research.

Conceptual Framework
Literature Review
1. Explain and define digital marketing - what it is, what it consists of, and its effectiveness
Digital Marketing
Digital communication by social media, and more precisely the Internet, is referred to as
communication concepts and techniques. This is a method of utilizing the Internet as a tool to
publicize a brand / product. This incorporates both direct marketing approach and indirect
marketing components and utilizes a broad range of new technology to link businesses with their
future clients.
The most creative and fresh trend of the 21st century is digital marketing. Examples such as
newsletters, internet ads, pay-per-click notifications, electronic text messages, RSS, tweeting,
faxes, video feeds, podcasting, broadcasting and more may well illustrate this. The concept of
digital marketing includes all these examples.
In addition to the included chart, there is no mainstream marketing that is not included in the
word digital marketing. They are TV, internet, written content and advertisement since they are

not the immediate or quick ways of marketing. This implies that the advertiser cannot provide
the immediate response from the end users of such types of marketing. The exact number of
respondents was not feasible for conventional methods of communication. Maybe with tools like
TiVo, which gathers data like the website, a little progress has been accomplished but the
intended outcome is not reached (Henninger, 2017). Nevertheless, the advent of digital media
rendered that feasible.
Digital marketing has been such a strong advertisement network that the planet has come very
closely connected to any location by launching Google's "Double Click" approach for Internet.
Campaigns to sell some commodity through the Internet have become very economic and easy
with the aid of digital marketing. The management's mentality has shifted. They've switched to
digital media from conventional advertising (Royle & Laing, 2014)
Effectiveness of Digital Marketing
New innovations have transformed the interaction between buyers and businesses and 'have
undermined the conventional purchase mechanism and the handling of interactions between
consumers and corporations'. The benefits and drawbacks of existing and modern platforms must
be taken into account when analyzing emerging technology and converted, from the point of
view of executives, into performance. The full capacity of online marketing strategies is not
being utilized by businesses while they do find it to be successful (Danaher & Rossiter, 2011).
However, there are several barriers to calculating brand efficacy owing to a 'multitude of
potential efficacy assessment indicators'. The term "effectiveness" in Chaffey (2009) relates to
"doing good" and "getting the necessary results from a realistic point of view." In the point of
view of advertisers, the five conclusions Kierzkowski et al. (1996) convey the appeal of
companies, consumers, consumer engagement programs, business experience and customer
interactions.
Martins et al. (2016) analyzed that companies will learn how to draw consumers to their website,
persuade them to become payers and keep them so that they want to return to their website.
Chaffey (2009) notes 'Internet marketing strategies used to achieve market recognition,
popularity and favorability targets and to affect the purchasing behavior by motivating new