Digital Marketing and Customer Retention

This assignment explores the importance of digital marketing in today's business environment. It highlights how companies can leverage digital technologies to understand and meet customer preferences, leading to improved retention rates. The text emphasizes the value of customer-oriented approaches in attracting new customers and fostering long-term loyalty.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT
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Table of Contents
Table of Contents...........................................................................................................................................2
INTRODUCTION.........................................................................................................................................3
Task 1.............................................................................................................................................................3
Devise project aims and objectives for Impact of digital technology supporting small business growth
and innovation (P1)....................................................................................................................................3
Project management plan with covering the cost, scope, time, quality, communication, risk and
resources for this chosen project (P2)........................................................................................................4
Gantt chart to provide timeframes and stages for completion for the chosen project (P3).......................5
Task 2.............................................................................................................................................................6
Small-scale research by applying qualitative and quantitative research methods based on the project
aims and objectives for the chosen scenario (P4)......................................................................................6
Task 3.............................................................................................................................................................7
Analyses research and data using appropriate tools and techniques for the chosen project (P5)..............7
Recommendations based on the research and data analysis (P6)............................................................11
Task 4...........................................................................................................................................................12
Reflect on the value of undertaking the research to meet stated objectives and own learning and
performance (P7).....................................................................................................................................12
CONCLUSION............................................................................................................................................14
REFERENCES.............................................................................................................................................15
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INTRODUCTION
The use of digital technology support in different organization whether it is small-scale
industry or large-scale industry is beneficial for the company and has various impact on the
companies. The use of digital technology influences the overall production of the company. In
this report there will be detailed discussion provided on the various research methodology that is
to be used in order to identify the different aspects of using digital technology support in the
company. The report will also give a detailed writing on the project aim and objective and the
ways to manage the project so that then use of digital technology support in the company will be
effective.
Task 1
[Project aims, objectives and time frames (LO1)]
Devise project aims and objectives for Impact of digital technology supporting small
business growth and innovation (P1)
Aim
The main of the company is to identify the different impact of digital technology support in the
company. The company Blue Ocean Aquaria will be using digital technology in its business
strategy, as it will help the company to increase the overall productivity of the company. Due to
advancement in the technology that is available in the market, the company aims in using digital
technology so the there is more effectiveness in the working procedure of the company. The
company also aims to expand the business in a wider context with the help of the use of advance
technology more importantly digital technology (Mazzei and et al, 2016).
Objectives
The main objectives that are to be followed by the company in order to effectively use digital
technology support in the company Ocean Blue Aquaria has been given below.
1. Analyzing the different aspects of digital technology support that can be used in the
company in order to identify the effects that can be caused in the company by the use of
digital technology in the business (Jones et al, 2014)
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2. Developing a proper research on the digital technology support that is to be used in the
company. This is to be done in order to identify the different strategies that can be
applied in the company to impose the use of digital technology in the company.
3. The company should conduct a market research that will help the company to identify the
various aspects of the marketing strategies. This is to be done in order to include the
market strategies in the marketing department so that a proper marketing of the products
provided by the company can be done. This is essential in because the use of digital
technology support in the company will be affecting the different strategies of the
company (Autio et al, 2014).
4. Developing strategies that will be used in order to implement the digital technology
support in the company. The use of appropriate strategies is essential, as it will influence
the overall use of the digital technology support in the company. This can create a huge
impact on the productivity of the company. Therefore, it is essential for the company to
develop strategies that will be benefitting the company (Donnelly and et al, 2015).
5. Developing the operational technology, the financial budgeting and the other
requirements is to be done by the company, in order to integrate the digital technology
support in the company. This is done so that the digital technology support can be easily
used in the company and its operations can be easily conducted.
6. The final objective of the company is to implement the various strategies, operations and
other aspects that have been identified to be implemented in the company. Once the
implementation of the company is done, there will be the final reviewing of the use of the
digital technology support in the company (Schwalbe, 2015).
Project management plan with covering the cost, scope, time, quality, communication, risk
and resources for this chosen project (P2)
A proper project management plan is to be developed in order to include the use of digital
technology in the company (Kerzner, 2013). The project management plan includes various
aspects like the financial budgeting of the project that is to be newly applied in the company.
Financial statement includes the cost of the raw materials. These raw materials can be the
computer systems, the technical support, employee recruitment, management of the employees,
inclusion of the new workplace or floor where the work of digital technology support will be
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conducted and the other different aspects that are important to be included in the company for the
effective use of digital technology in the company. The project management plan for the digital
technology inclusion in the company will also involve the development of the timeframe that
will be required in order to implement the digital technology (Crawford, 2014). The project
management plan includes the risk assessment of the project as various risks can evolve during
the conduction of the project. It is important for the project management plan to include a proper
maintenance of the quality of the product that is going to be developed after the project is
executed in the company. It also involves the planning of the management of the resources of the
project (Kendrick, 2015).
Gantt chart to provide timeframes and stages for completion for the chosen project (P3)
Activities Week 1 Week 2 Week 3 Week 4 Week 5
Analysis of
the use of
digital
technology
support
Conducting
research and
developing
strategies
Operation
development
and its use
Implementing
the strategies
and
operations
and reviewing
the use of
digital
technology
support
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Task 2
[Small- scale research, information gathering and data collection, generating knowledge to
support the project (LO2)]:
Small-scale research by applying qualitative and quantitative research methods based on
the project aims and objectives for the chosen scenario (P4)
The aim of this project is to analyse the effect of the digital technologies over the operating
agendas of small-scale business industry.
Research Approach- Research approach helps to the specialist in collect and analyse the
information. It allows conducting investigation in more appropriate and effective manner.
Inductive and deductive are major two kinds of method. In the current study, scholar have
applied deductive research approach for analyse the impact of digital technology in growth and
innovation in the small business enterprise
Research Philosophies- This methods allows to scholar in understand the objective of study and
obtain result by sue of several models theories and frameworks. Interpretivism and positivism are
two method and at the time o selection of these two scholar have to consider actual objective. In
the present study, scholar have applied positivism research philosophy for analyse the impact of
digital technology.
Data collection- It is most significant aspect that helps to scholar in getting accurate I
information about subject. With help of this method, scholar can collect information by use of
primary and secondary sources. In the current method, scholar have applied primary data
collection under which survey and interview has been conducted for collect information about
implication of digital technology.
Qualitative Research: The qualitative research will show the favourable and encouraging
aspects of technological inclusion in the working system of the small-scale organizations.
Interview of the manager of the Blue Ocean Aquaria will be conducted to know the results of the
digital technological innovation in the overall system of the particular company.
The interview questionnaire will portray about the growth and the performance of the company
after making the digital inclusion in the operating system.
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Task 3
Project and communicate appropriate recommendations based on meaningful conclusions
drawn from the evidence findings and /or analysis (LO3)
Analyses research and data using appropriate tools and techniques for the chosen project
(P5)
A management consultant's analysis based on the interview result:
After doing the interview it can be stated that the effect of the digital technological innovations
improves the selling and support the sustainable growth for this mid- sized organization.
Therefore, as a management consultant, it can be sated that if any mall size organization
implements the technique of digital technology in their functional system then that will
benefitted with some positive and constructive outcomes.
Interview of the managers of the Blue Ocean Aquaria
Name of the company: Blue ocean Aquaria
Interviewee: XYZ
Designation: HR Manager
Q.1- How much the sales records enhanced in
comparison to its past years sells record?
The sales of the Blue ocean Aquaria (BOA) have
been increased drastically.
Q.2- Is the performance of the employee is
improved after abiding the analogue/ manual
operating system.
The staffs were trained in the analogy or manual
system because of our skilled trainer they easily
get cope with that advanced technology which
foster the performance of this establishment.
Q.3- How much the performance of the entire
establishment is booming after make the digital
technological inclusion in the operating system?
The means of communication is totally changes
Name of the company: Blue ocean Aquaria
Interviewee: XYZ
Designation: Production Manager
Q.1- How much the sales records enhanced
in comparison to the past years record?
The Sales of the BOA is improved in
comparison with the past years sales records
after getting diffuse with the digital
technologies.
Q.2- Is the performance of the employee is
improved after abiding the analogue
operating system.
it pays back this establishments with
numerous positive attributes, like it improves
the skills of the employee and foster the
growth of the establishment.
Q.3- How much the performance of the
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after bring the technology in the system. The
establishments is drastically boomed after make
this innovation.
Q.4- In what perspective growth is apparent in
your organization.
The growth is apparent in the area selling,
marketing strategies, production and
manufacturing unit. The entire environment get
the scope to busting up the level of their
performance after the staffs are get diffuses with
the updated technologies.
Q.5- How much the digital technology impact the
selling?
The selling is increased as because the technique
of communication and the process of recruiting
process of the potential staff become very easy in
this digital phase.
Q.6- How the entire work system is improved,
state it as your opinion as the HR manager?
As a Human resource manager of the BOA, i will
emphasize on those factors such as recruitment
process, easiness in record keeping of the staffs, in
order to encourage the staffs by giving reward to
them will help any HR manager to keep the
performance records of the employee.
entire establishment is booming after make
the digital technological inclusion in the
operating system?
The working efficiency of the staffs enriched
with modern way of communication, which
brings the technological advancements and
help BOA to gain the competitive advantage.
Q.4- In what perspective growth is apparent
in your organization.
The field of production and manufacturing
unite, proficiency level of the existing staffs,
customer response time and fruitfulness etc.
Q.5- How much the digital technology
impact the selling?
Selling is increasing drastically by the BOA,
which has the evidence in the selling records
of the BOA.
Q.6- How the entire work system is
improved, state it as your opinion as the
Production manager?
It is quite apparent for both the internal and
external stakeholders that the overall
improvement of the organization happen
after the implementation of new digital
technology.
Quantitative research: Survey is an important tool to find out the effects the digital technology
that whether it is suitable to enhance the performance of any organization. It is important to
presents in the report as it directly reflects the opinion of the service users. In order to carry out
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the survey a random sampling is chosen to do the quantitative analysis. The survey will be done
on the service user of total 20 person of the BOA.
Q.1- Are you existing customer of the BOA?
Option Percentage of response No of respondents Total number of response
YES 95% 19 20
NO 5 % 1 20
Interpretation: This table shows that majority of respondents are existing customers of the
organisation. From this data it has been analysed that majority of respondents are effective
knowledge about the services and product that deliver by company as they are regular customer.
Q.2 Are you became benefited by the strategy to shift the working procedures from manual
to digital advancement.
Option Percentage of response No of respondents Total number of response
YES 90% 18 20
NO 10% 2 20
Interpretation: From this table it has been shown that majority of respondents said yes that
business is beneficial after implement digital technology in its business operation. With help of
digital technology several procedures, functions and activities has been improved in the
corporation. Thus, it can be said that company is beneficial by the strategy to shift the working
procedure from manual to digital advancement.
Q. 3 Can you communicate easily with the company by various digital platforms?
Option Percentage of response No of respondents Total number of response
YES 100% 20 20
NO 0% 0 20
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Interpretation: By this table it has been shown that customer can easily get touch with
organisation by use of various sources of technology. It has been also analysed that with help of
various techniques of communication, company can easily communicate with customer and
identify their requirement, demands and needs regarding product and services.
Q.4 Have you ever asked for giving your reviews after purchase any product or after
consume any service from BOA?
Option Percentage of response No of respondents Total number of response
YES 75% 15 20
NO 25% 5 20
Interpretation: By this table it has been shown that majority of respondents gives reviews and
feedback after purchase product and services from the cited venture. It has been also analysed
that with help of social media and other digital platform customer can post their review, and
responds regarding commodity and services.
Q. 5 are you agree with this concept: “Is digital technologies foster the growth of the small
scale industries?”
Option Percentage of response No of respondents Total number of response
YES 85% 17 20
NO 15% 3 20
Interpretation: By this table it has bee shown that digital technology foster the growth of the
small scale industries. Majority of respondents in the survey are agreed with statement that
company improve its growth by use of digital technology. With help of software, application and
other digital platforms, business unit can foster its growth.
Q. 6
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Are you agreeing with this concept: “Digital technology always supports the business growth
and innovation?”
Option Percentage of response No of respondents Total number of response
Agree 7% 35% 20
Strongly agree 11% 55% 20
Disagree 2% 10% 20
Strongly disagree 0% 0 20
Interpretation: From this table it has been shown that majority of respondents said that with help
of digital technology, organisation can bring innovation and growth in the business. There are
several sources that can helps to company in increasing business sped, transaction and operation
through which growth of business can improve. With help of internet, social media, advanced
software and application, company can bring innovation.
Recommendations based on the research and data analysis (P6)
Survey result analysis and recommendation:
By the entire report it has been concluded that in an organisation, there is a great
importance of digital technology by which company can improve its speed, procedure, and
business operation. It has been also concluded that Blue Ocean Aquaria have successful brought
innovation and creativity in its small business enterprise with help of various techniques and
tools of digital technology.
The survey results analysis depicting that the strategies to implements the digital technique
enhance the performance of the small-scale business industries. This result apparently opens
various kinds of opportunity to make the growth on their particular business field. As a
recommendation it can be stated that:
 Small scale trading firm can implements the digital technology in their communication
system
 They can uses the most updated technology in their system to accelerate the growth of
their organization
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 Company should regular maintain updates on the social media regarding information
regarding product and services so as large numbers of customer can attract.
 Corporation should provide training and development to employees so as they can
effectively perform with new technology and tools.
Task 4
[Reflection of the value based on the conducted the project and its usefulness, which
support sustainable organizational performance for the chosen project LO4].
Reflect on the value of undertaking the research to meet stated objectives and own learning
and performance (P7)
From the entire report I have learn about the significance of digital technology and its
significance within the business enterprise. I have focused on the various criteria to use digital
technology in the business enterprise by which business performance can improve. I have main
aim is to analyze the impact of digital technology on the business growth and innovation in the
business enterprise. For address this objective, I have focused on the various methods of research
methodology through which my knowledge regarding subject has been improved. In order to
collect information regarding digital technology and its impact on growth and innovation in
small business enterprise, I have conducted survey and interview of 20 respondents (managers)
of Blue Ocean Aquaria. This procedure of data collection helps me in improving my interaction
skill, communication skill, data collection, interpretation, market research and analytical skill in
significant manner.
By conducting the above research for analyze the impact of digital technology I have
learn about importance of technology in business unit and challenges that occurs at the time of
implement digital technology in the business. I have analyzed that digital technology aids to
company in improving its business procedure and transaction. Overall I can say that this research
study has largely helped me in improving my knowledge about implication of digital technology.
The innovation and improvement of Digital Technology has eased the promotional processes that
are undertaken by the business organizations. As per my observation, small-scaled businesses,
which previously did not have the chance to promote their manufactured products, are now able
to gain attention and can promote products with ease. Furthermore, it has been especially
beneficial for the small-scaled business organizations since it has enabled them to promote the
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products as well as penetrate the market and reach out to the maximum number of customers
simultaneously. Therefore, allowing these small-scaled business organizations to communicate
with the customer base effectively and sell their products easily.
The researches and studies that I have conducted reveals the fact that Digital Technology
has also been beneficial for the customers, since the customer base are also getting information
related to the products that they are going to buy in the future. Thus, allowing them to understand
more about the products and services before purchasing them. In addition to this, incorporating
strategies to promote products digitally via social media or via internet, it has also become easier
for the business organizations to monitor the tastes and preferences of the customers. By
monitoring the number of likes and shares that the products are receiving creates an idea about
the taste and preference of the customer base and then the companies can produce or improve
their products as per the customer's’ requirements.
The essential components of Digital Technology that I have identified are conducting
business online, presence in social media, interacting with the customers, providing online
security, cloud computing, digital marketing and soon. These elements of digital marketing are
useful in every stage of conducting business. It enhances security for the transactions of the
customers over the internet, allows the customer to choose which products they would like to
buy and gives the customers the required information about the products that they are buying.
Furthermore, the products that are available in the online shopping sites are offered to the
customers at a discounted price and the customers can get access to choose a variety of products
from all around the world at one place.
Many reputed business organizations encourage their respective customers to share their
views and queries online and the help team of the business organization can resolve the
customer's’ issues and queries online by digital chats. This not only helps the business
organization to retain the customers for the future, but also helps in understanding the customer’s
demands and expectations from the products that they have offered. According to my findings,
the customer-oriented nature of a company not only helps in retaining the customers but also
help in attracting potential customers to the business organization.
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CONCLUSION
On completion of the researches and studies on the subject, the significance of Digital Marketing
has been identified from the discussions. The importance of managing customer tastes and
preferences is also identified and highlighted. From the above studies, it can be concluded that
for future of a business organization a company should incorporate strategies, which are based
on digital technology.
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REFERENCES
Books and Journals
Autio, E., Kenney, M., Mustar, P., Siegel, D. and Wright, M., 2014. Entrepreneurial innovation:
The importance of context. Research Policy, 43(7), pp.1097-1108.
Crawford, J.K., 2014. Project management maturity model. CRC Press.
Donnelly, C., Simmons, G., Armstrong, G. and Fearne, A., 2015. Digital loyalty card ‘big
data’and small business marketing: Formal versus informal or
complementary? International Small Business Journal, 33(4), pp.422-442.
Jones, P., Simmons, G., Packham, G., Beynon-Davies, P. and Pickernell, D., 2014. An
exploration of the attitudes and strategic responses of sole-proprietor micro-enterprises in
adopting information and communication technology. International Small Business
Journal, 32(3), pp.285-306.
Kendrick, T., 2015. Identifying and managing project risk: essential tools for failure-proofing
your project. AMACOM Div American Mgmt Assn.
Kerzner, H., 2013. Project management: a systems approach to planning, scheduling, and
controlling. John Wiley & Sons.
Mazzei, M.J., Flynn, C.B. and Haynie, J.J., 2016. Moving beyond initial success: Promoting
innovation in small businesses through high-performance work practices. Business
Horizons, 59(1), pp.51-60.
Schwalbe, K., 2015. Information technology project management. Cengage Learning.
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