Marketing strategies and the importance of digital marketing in the pandemic period

Marketing strategies and the
importance of digital
marketing in the pandemic
period

TABLE OF CONTENT
PROJECT TITLE.............................................................................................................................1
PROJECT BACKGROUND...........................................................................................................1
RESEARCH AIM.......................................................................................................................2
RESEARCH OBJECTIVES.......................................................................................................2
RESEARCH QUESTIONS ........................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................3
LITERATURE REVIEW................................................................................................................4
Theme 1: The concept of digital marketing ...............................................................................4
Theme 2: Impact of digital marketing on growth of organization.............................................4
Theme 3: Several method used by company to promote their products and services through
digital technologies.....................................................................................................................5
REFERENCES................................................................................................................................7

PROJECT TITLE
Marketing strategies and the importance of digital marketing in the pandemic period in
context of company that is operating in retail industry of United Kingdom. A case study of
Marks and Spencer.
PROJECT BACKGROUND
Marketing is important function of organisation as it help in increasing overall sales
volume and profitability of company by finding the way needs of customers can be fulfilled in
best possible manner. Internet is best medium to connect with people as most of the individual
make use of it in order to have fun and enjoyment. Digital marketing offer more channel to
communicate with various individuals thereby promoting brand image of company in minds and
hearts of people. Covid-19 is pandemic situation that has caused great harm to lot of business
operating in global market thus lead in decrease in overall sales volume and market share.
Digital marketing is process of promoting product and services through different digital channels
such as email, website, search engine, social media and mobile app (Helsen, 2019). This method
of marketing contribute in attracting maximum number of individuals that are living across
worldwide. Digital marketing has positive impact on growth and success of organization as it
help in adding more and more customers in limited time frame. It is also important as it is more
flexible as different channel of digital marketing can be used to induce a million of people in the
organization. Thereby making use of its creative skills can make the best use of digital
technology in order to build and retained strong relationship with customers for achievement of
end goals. Moreover, digital marketing contribute in effective expansion of business across
worldwide by communicating more and more people about products and services of company.
Thus, it helped in creating strong brand image in minds of customers about the organization
thereby motivating them to be part of it for longer time frame (Murgai, 2018). The research on
importance and potential impact of digital marketing is important to study as with development
in technology, most of the business are making use of it to meet customers' relationship. The
study will be significant to several people such as management and companies that are operating
its function in retail sector of United Kingdom. As through this study they will able to identified
type of digital strategies that could be used in order to market products and services to more
number of individuals. Current study on topic is necessary as due to Covid-19 and development
in technology, company are facing difficulties in marketing its products to people. Therefore,
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