Literature Survey on Digital Marketing

This assignment provides a comprehensive literature review on digital marketing, covering various aspects such as its impact on sales, customer satisfaction, and competitive advantages. It includes an analysis of different research papers and studies on the topic, providing insights into the role of digital marketing in modern businesses. The assignment also includes a survey questionnaire to gather data on the effectiveness of digital marketing in Qbic Hotel.

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible research project outline specification..............................1
1.2 Identify the factors that contribute to process of research project selection....................2
1.3 Undertake a critical review of key references..................................................................2
1.4 Research project specification .........................................................................................3
1.5 Appropriate plan and procedure for agreed research specification .................................3
TASK 2............................................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Resources which required in the research........................................................................4
2.2 Literature review..............................................................................................................4
CHAPTER 3: METHODOLOGY...................................................................................................6
3.1 Use appropriate research evaluation techniques...............................................................6
CHAPTER 4 DATA COLLECTION AND ANALYSIS................................................................7
2.3 Record and collate relevant data where appropriate.........................................................7
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.................................................13
3.3 Make recommendations and justify areas for further consideration..............................13
TASK 4..........................................................................................................................................14
4.1 Use an agreed format and appropriate media to present the outcomes of the research to an
audience................................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17

INTRODUCTION
Marketing is the main element of any organisation whether they are dealing in any kind
of product, services or working under any industry. Although this is the time of digital
technology and this is affecting all the departments of organisation so technology is also
affecting and making way for the marketing department of organisation. Qbic Hotel London is
the
TASK 1
1.1 Formulate and record possible research project outline specification
Background of study
The present report will be based on how the digital marketing is been used in hospitality
industry and the case study is on Qbic Hotel London to increase the sales performance. Qbic
Hotel London is the renowned group of hotel whose base in UK and operating under the
hospitality industry which is the most fast moving and developing industry of world. Qbic Hotel
London is using the digital marketing to increase the sales revenue and profit maximisation by
promoting the company in market.
Aim of research: To analysis the impact of digital marketing on the sales performance: A case
study of Qbic Hotel London
Objectives of research
 To understand the meaning of digital technology and marketing.
 To analyse the impact of digital marketing on sales performance of Qbic Hotel London.
 To give recommendations on the efficient use of digital marketing so that sales could be
improved.
Research Questions
Q1 What is the influence of digital marketing on sales?
Q2 How will this marketing help in increasing the sales revenue and performance of
company?
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1.2 Identify the factors that contribute to process of research project selection
Rational of the study: the main aim behind the study is to throw some light on the
impact of digital marketing on increasing the sales performance and revenue of Qbic
Hotel London. The research project is conducted so that scholar could identify reason
behind increased use of digital form of technology in all departments of hotel. As in
today's time all customers are using social media platform to remain in touch with the
outside world and so is the case with companies that are operating within markets. So it
seems very important for scholar to have the study on this topic of how digital marketing
will be helping company to improve sales (Kahraman and Karaşan, 2018). The project will
also be covering the ways in which Qbic Hotel London could increase the use of digital
media as the platform to generate sales.
1.3 Undertake a critical review of key references
According to Zettelmeyer and Merkley, (2017) digital marketing is that form of doing the
promotion of products and service of company with the help of which they will be able to reach
larger market share of world. Marketing is very much important for all company as this will
enable them to show case their products to customer and enabling customer to know about
company. This digital marketing will also be helping the customer to easily shop though the use
of digital technology by just setting at any place in world.
Contrary to this Montecchi and Nobbs, (2018) states that use of digital technology within
the company is always over emphasised which is generally not that much required. They say that
use of technology in company must be under the control of management so that it is not misused.
According to Kannan, (2017) marketing is the most important part of any industry or
company as this will be helping both company and its customer in getting connected with each
other. In the present ear where everything is been on the finger tip of customer and businessman
it is important that they are using digital marketing as tool.
However, as per views of Carvalhosa, Portela and Machado, (2017) who said that
importance of digital marketing is been under utilised in the hospitality sector as they think that it
will be of no use for the company. But digital marketing will be helpful in the way that customer
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now can easily book their tickets, see the fare of hotels, cancel them as and when they want to
and do lot more through the use of digital media.
1.4 Research project specification
The present report where scholar need to find out the impact of digital marketing in
increasing sales revenue of Hilton hotel a work specified structure need to be followed. All the
different part of this research whole topic need to be covered so that this could be useful for the
people who will be further doing the research on the same topic and for company itself.
Literature review: this is very important part of the research which will be including all the
viewpoints of different authors who have said or written somewhere about the present topic. The
point of view of these authors could be against or in favour of the topic which need to be
included in whole work or study.
Research Methodology: these are various methods which are used in conducting the project
work. They are set methodology which are been applied by scholar in project and this will be
helpful in data collection and data analysis so that conclusions are made in further part.
Conclusions: this is the end part of any project work which will be including the conclusion and
suggestion or recommendations of the topic. For finding out what could be analysed by the
whole research work it is required to make concluding part in project work.
1.5 Appropriate plan and procedure for agreed research specification
Key Activities
1st
Wee
k
2nd &
3rd
Week
4th
Week
5th
Wee
k
6th
Week
7th &
8th
Week
9th
Week
10th
Week
11th
Week
12th
Week
Introduction for
the research
Literature Review
Gathering
secondary data
Data analysing
Research Design
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Research
Methodology
Developing survey
question
Gathering
customer's reviews
Analysis of
primary and
secondary data
Conclusions and
Recommendations
Completion of
remaining work
Revise and draft
Final Submission
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TASK 2
CHAPTER 2: LITERATURE REVIEW
2.1 Resources which required in the research
There are many resources which are used to find out the results and answer to various
question which are been asked at the starting of the project. These resources are used which are
very much reliable and accurate to come to a conclusion and suggest different ways in which
research could be improved. Resources like that of copyrighted sites, various book and journals
and primary data collection sources which are in the form of questionnaire. Resources which are
been used must be containing reliable data with the help of which researcher would be able to
come to a conclusion at the end of the research work easily.
2.2 Literature review
According to Leite and Azevedo, (2017) marketing is that part of organisation which is
enabling company to get in touch with the customers of company and this will be easy to show
case all features and benefits of products which they are selling. In the present scenario this
marketing is not only limited to offline channels but now companies are promoting their goods
and services on the online mode. This online mode of marketing is called as digital marketing
which enable company to connect with all their customers and that too in all parts of world.
Angell and Kraemer, (2017) said that digital marketing will be very much useful for company in
fulfilling the target of profits and sales. This will in tern increase the profits and sales of
company and then they can perform in better way. Digital marketing is that platform which is
assisting company and customer so that they both could be connected with each other and fulfil
their want and need.
Zettelmeyer and Merkley, (2017) said that for company digital marketing will be
important so that they could be able to gain the competitive advantage in market and thus
improving sales performance. While, on the other hand this is also important on the point of view
of customer as they could easily shop and see the products though online sources. Digital
marketing is the means by which it will be easy for company to achieve their targets which are
mostly related to sales and profits of firm. Kannan, (2017) added that marketing in the form of
digital media like that of various social media channels which are Facebook, their own websites
are some example of them.
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Whereas Montecchi and Nobbs, (2018) also mentioned that company can only increase
the sales and profits revenue if they are using the various digital marketing channels and
promoting their goods and service online bases. This will be possible only if industry is been
enabled by all sorts of digital marketing tools and techniques and they must also have a
specialised team. Carvalhosa, Portela and Machado, (2017) said that this is the duty of company
to aid its customer with better and wider range of choice while they are making their purchase of
goods and availing services. Providing them with the best form of products is very important as
this will in turn be determining the profits and sale of companies and supporting in the growth
and development of company as well.
Kumar, Choi and Greene, (2017) further clarifies the cause and effect of not using the
digital marketing function which can lead to loss of customers satisfaction and their loyalty as
well. As if the company is not using digital marketing then they will be not been able to gain and
retain customer base. Company will also not been able to gain the competitive advantages if they
are remaining in market and they will also be not improving their profits or sales. For hospitality
industry this digital marketing is very much important as they could be use it in many ways and
thus assisting them in increasing sales and revenue generation. Hospitality industry is very much
growing sector of economy of UK which is also making the GDP of UK improved and
increased. So marketing is very much important for this sector as it becomes easy for customers
to surf and find their ideal hotel. Digital marketing will also be helpful to customer to search and
find the best deals with the given one and then compare among them and thus improving the way
customers are booking the tickets of whether transport or that of hotels. Leite and Azevedo,
(2017) also said that this digital marketing will thus be guide the company as who are their
potential customers to whom they could sale the products and service and then they will be
earning profits for them.
Furthermore, Angell and Kraemer, (2017) identified that if digital marketing is not be
used in the organisation then this will be a big issue for the company. As this will be limiting the
range of customer and market as company will then not be finding the suitable base to expand
their market. Camilleri, (2018) said that industry can not grow and develop if they are not doing
marketing of their products and services. The sales of company could thus be improved and
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support them to achieve targets of firm by getting more and more possible resources said by
Chaffey and Smith, (2017).
CHAPTER 3: METHODOLOGY
3.1 Use appropriate research evaluation techniques
This is very crucial part of any research project which will be telling researcher about
what type of methodologies are to be used. Research methodologies are the way and methods to
be used while we are conducting project works they will be telling the set outline of the topics
and they include the following:
Research approach: this is the set pattern and ways in which researcher could undertake
the project works (Culley, Norberry and Wilson, 2017). This is hypothesis of the study
which will be helping in validating the assumptions. Research approach are of two basic
types which could be used they are inductive and deductive. In the deductive research
approach data which is collected is evaluated propositions and hypothesis which are
related to existing theory. While in the current research inductive approach is been used
which will be exploring the phenomenon of digital marketing and its impact on sales
performance.
Research philosophy: they are the set belief and this is dealing with the sources and
nature of knowledge which is to be used in project work. This is mainly of two type
which will be interpretivism and positivism (Kumar, Choi and Greene, 2017). Latter one
will be including objectivity and its goal will be explaining the whole research on the
general terms. While the one which is used in the present research is interpretivism which
will be interpreting what is specified and unique to the project.
Research design: this is the set type and methods of data collection and its analyses
which is been used by researcher. There are various type of design of products like that of
descriptive, experimental and literature review. The present report will be using
descriptive type which will be describing the whole project and topic into various parts
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and forms as well. While others are not been used as they will not be describing the topic
and questions which are asked at the starting.
Data collection: this is the way in which data is been collected so that it becomes easy
for researcher to interpret results thereafter. Data which is collected must be relevant and
true for the use of project and this is of two types. They are primary and secondary
former is the method done on the bases of asking questions and interviewing the
prospective candidates or respondents who will be included. Whereas latter one is taken
out from already collected and jotted down data. In the secondary type data is published
in articles, journals, books and websites and now researcher could collect them and write
it in their own words. In the present project researcher will be using both types of data
collection methods which will be making easy to interpret the results and thus making
recommendations and 30 managers of Qbic hotel will be interviewed and questions will
be asked.
Data analysis: this is basically the last step of research methodology process which will
be making conclusions about the topic which is been researched. Data analysis will be
done only after researcher is able to collect all relevant and accurate data from the given
sources.
Ethical consideration: this is the set of ethics which must be considered while researcher is
conducting the project and making out conclusion or recommendations. Like the data which is
collected must be correct and form a reliable sources and that work must be cited properly where
ever required.
CHAPTER 4 DATA COLLECTION AND ANALYSIS
2.3 Record and collate relevant data where appropriate
Theme 1: Usefulness of digital technology
Particular Respondents Frequency
Yes 20 66.67%
No 5 16.66%
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Neither yes nor no 5 16.66%
Total 30 100.00%
Yes No Neither yes nor no Total
0
5
10
15
20
25
30
Respondents
Frequency
Interpretation:
From the total of 30 managers at Qbic hotel there were 20 who agreed with the fact that
digital technology is very much useful of company. While 5 of them said that this will not be that
much of use and rest 5 of them were having no idea and they didn't give their opinion
Theme 2: Sales will be affected if digital marketing is used.
Particular Respondents Frequency
It will be increased 20 66.67%
It will not be affected 5 16.66%
Performance will be increased 5 16.66%
Total 30 100.00%
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It will be increased
It will not be affected
Performance will be increased
Total
0
5
10
15
20
25
30
Respondents
Frequency
Interpretation:
It is interpreted that 20 out of 30 managers said that use of digital technology in company
will be increasing the sales of Qbic. While 5 of them said that this will not be affecting the sales
and 5 of them said that performance of Qbic hotel will be improved if digital marketing is used.
Theme 3: Marketing helping in customer satisfaction
Particular Respondents Frequency
Yes 10 33.33%
No 10 33.33%
May be 10 33.34%
Total 30 100.00%
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Yes No May be Total
0
5
10
15
20
25
30
Respondents
Frequency
Interpretation:
It was interpreted that out of 30 managers of Qbic hotel equal of them i.e., 10 said that
marketing is helping in customer satisfaction, 10 of them said that it is not helping and 10 of
them said that marketing may help in customer satisfaction.
Theme 4: Use of technology be improved.
Particular Respondents Frequency
More innovation 12 40.00%
By training staff. 9 30.00%
By implementing different
department.
5 16.67%
No idea. 4 13.33%
Total 30 100.00%
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More innovation
By implementing different department.
Total
0
5
10
15
20
25
30
Respondents
Frequency
Interpretation:
From the total of 30 managers 12 of them said that use of technology could be improved
if there are more innovation within the sector. 9 of them said that if company is engaged in staff
training then this could be helping in improvement of use of technology. 5 of them said that if
they form a different department then this could be use in improvement of use of technology.
While rest of them were having no idea regarding this.
Theme 5: Better use of technology will be helping in gaining competitive advantage
Particular Respondents Frequency
Agreed 12 40.00%
Disagreed 9 30.00%
Highly disagreed 5 16.67%
Neither agree nor disagree 4 13.33%
Total 30 100.00%
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Agreed
Disagreed
Highly disagreed
Neither agree nor disagree
Total
0
5
10
15
20
25
30
Respondents
Frequency
Interpretation:
From the above table it is interpreted that 12 managers agreed with the fact that better use
of technology will be helping in gaining competitive advantages. 9 of them disagreed with the
statement 5 of them highly disagreed and 5 of them were having no idea.
Theme 6: Recommendations.
Particular Respondents Frequency
Use of technology must be
increased
10 33.33%
Use of technology in
marketing must be increased
10 33.33%
Others if any specified. 10 33.34%
Total 30 100.00%
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Use of technology must be increased
Others if any specified.
0
5
10
15
20
25
30
Respondents
Frequency
Interpretation:
10 of them gave the recommendation about digital technology must be increased 10 of
them said that this must be increased in marketing department and 10 if them said that this must
be improved but in controlled way only.
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
3.3 Make recommendations and justify areas for further consideration
Conclusion:
From the above report and questionnaire it is concluded that digital marketing is very
much important to enable the company in improving and increasing sales and profits. The report
was based on Qbic hotel and it was interpreted that digital form of technology must be used
within organisation so that they could have good marketing of the company. In the research work
30 managers of hotel were taken and they were asked some questions in which they said that use
of digital marketing must be increased. Digital marketing is the most crucial element of the
organisation which is enabling both company and customer and increasing their relationship.
Recommendation:
 Use of digital technology must be increased so that sales are improved.
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 Digital marketing must be fully utilized and not under utilised.
 This will also be helpful in gaining the competitive advantages within market
TASK 4
4.1 Use an agreed format and appropriate media to present the outcomes of
the research to an audience
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REFERENCES
Books and Journals:
Angell, R.L. and Kraemer, J.R., International Business Machines Corp, 2017. Automatically
generating an optimal marketing strategy for improving cross sales and upsales of items.
U.S. Patent 9,685,048.
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Carvalhosa, P., Portela, F., and Machado, J., 2017, April. Pervasiveness in digital marketing–a
global overview. In World Conference on Information Systems and Technologies (pp.
391-398). Springer, Cham.
Chaffey, D. and Smith, P.R., 2017. Digital Marketing Excellence: Planning, Optimizing and
Integrating Online Marketing. Taylor & Francis.
Culley, B., Norberry, J. and Wilson, S., 2017. Digital Marketing Plan: Naked Wines Australia.
Newcastle Business School Student Journal. 1(1). pp.68-89.
Kahraman, C. and Karaşan, A., 2018. A Literature Survey on the Usage of Fuzzy MCDM
Methods for Digital Marketing. Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and
Applications. p.1.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing. 34(1). pp.22-45.
Kumar, V., Choi, J.B. and Greene, M., 2017. Synergistic effects of social media and traditional
marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science. 45(2). pp.268-288.
Leite, R.A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto
Hotels’ Managers. International Journal of Marketing, Communication and New Media.
(2).
Lobstein, T., Landon, J., Thornton, N. and Jernigan, D., 2017. The commercial use of digital
media to market alcohol products: a narrative review. Addiction. 112(S1). pp.21-27.
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Montecchi, M. and Nobbs, K., 2018. Let It Go: Consumer Empowerment and User-Generated
Content–An Exploratory Study of Contemporary Fashion Marketing Practices in the
Digital Age. In Digital Marketing and Consumer Engagement: Concepts, Methodologies,
Tools, and Applications (pp. 1106-1129). IGI Global.
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated
marketing communications practices: a comparison of objectives and results. Journal of
Marketing communications. 23(4). pp.351-370.
Zettelmeyer, F., and Merkley, G., 2017. CDK Digital Marketing: Addressing Channel Conflict
with Data Analytics. Kellogg School of Management Cases. pp.1-11.
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APPENDIX
Research questionnaire
Name: ____________
Age:______________
Occupation:_______
Q1 Is digital marketing useful for Qbic Hotel?
A. Yes
B. No
C. Neither yes nor no
Q2 How will be sales be effected if digital marketing is used in hotel?
A. It will be increased
B. It will not be affected
C. Performance will be increased.
Q3 Will marketing be helping increased in customer satisfaction?
A. Yes
B. No
C. May be
Q4 How can the use of digital technology be improved?
A. More innovation
B. By training staff.
C. By implementing different department.
D. No idea.
Q5 Will the better use of technology helping company in gaining competitive advantages.
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A. Agreed
B. Disagreed
C. Highly disagreed
D. Neither agree nor disagree
Q6 Recommendations if any
A. Use of technology must be increased
B. Use of technology in marketing must be increased.
C. Others if any specified.
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