Digital Marketing and Customer Experience Analysis

This assignment requires an in-depth analysis of digital marketing strategies and their impact on customer experience. It involves reviewing relevant literature on the topic, including articles from journals such as Journal of Marketing, International Journal of Electronic Commerce, and Journal of Retailing and Consumer Services. The assignment also requires a discussion of effective use of marketing technology, including web analytics, social media, customer analytics, digital campaigns, and mobile applications. Additionally, it involves identifying determinants and barriers to older adults' adoption of technology. A Gantt chart, network diagram, and work break-down structure are required to visualize the project timeline, tasks, and resources.

Managing a Successful
Business project

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
LO 1.................................................................................................................................................1
P1 Devise clear aim and objectives for your project...................................................................1
P2 Produce a project management plan......................................................................................1
P3 Produce a work break down structure and Gantt chart..........................................................3
PART 2............................................................................................................................................5
LO 2.................................................................................................................................................5
P4 Applying qualitative and quantitative research methods.......................................................5
PART 3............................................................................................................................................6
LO 3.................................................................................................................................................6
P5 Analyze the research and data using appropriate and data tools and techniques. .................6
P6 Recommendation.................................................................................................................11
LO 4...............................................................................................................................................12
P7 Reflective.............................................................................................................................12
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13
.......................................................................................................................................................13

INTRODUCTION
Managing successful business is the process yo achieve the new development target and process
oriented in the business activity. Success brings new success and process goals accordingly and
managing more successful business process that company needs to adapt to manage new
changes. Organization gets success by presenting a innovative and creative plans. In order to
meet company’s objectives in the best possible action plan. Present research will be based on the
effectiveness of digital technology on online retail shopping. Study will be taking Morrisons for
the further study of research objectives. Further, it will be presenting proper work process and
challenging goals in order to meet the best approachable target market opportunities.
PART 1
P1. Devising clear aim and objectives of study
Background
Technology has changed the scenario in which retailers and customers interact, enabling
marketers to build a strong relationship in between the customers and stakeholders. Apart from
this, it makes the long term and balancing goals in order to build up the managing business. With
the help of digital technology tools and techniques (Blázquez, 2014). Company can easily
achieve the set objectives to attract the customers towards online shopping. This makes the
positive impact on the smart objectives that company wants to achieve in effective manner.
Aim: “To identify the effectiveness of digital technology on online shopping experiences.
Present study based on the case study of Morrison”
Objectives:
Smart objectives
Specific: It is the first term of business smart objectives that company should adopt. Such
as present study smart objective is to identify the digital impact on retail shopping market.
Measurable: another term of managing successful business is to measure the risk or
uncertain challenges present in the plan (Colbert, Yee and George, 2016).
Attainable : Goal or objective should attainable or acceptable too. Objective also should
based under the set budgeted goals as well.
Relevant: As per the objective company also needs to stable the relevant facts or figures
to take the new opportunity and growth.
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Timely: objective should consist some specific tentative time to accomplish the goal
objective.
P2. Producing a project management plan
Task Name Duration Start Finish Predecessors
Research Project
Planning
Topic name 2 days 14/03/18 17/03/18
Statement of the research
issue 1 day 19/03/18 19/03/18 1
Allocation of resources and
time frame 2 days 20/0318 21/03/18 2
Implementation
Review of literature 5 days 22/03/18 27/03/18 3
Selection of correct research
methodologies 1 day 28/03/18 29/03/18 4
Data analysis and
interpretation 5 days 30/03/18 18/03/35 5
Evaluation of results and
outcomes 2 days 01/04/18 02/04/18 5
Project closer
Giving conclusion and
recommendation 1 day 03/04/18 03/04/18 6
Results of documentation 1 day 04/04/18 19/03/18 7
Cost: It is the most essential and effective resource which helps to set limited budget cost
for a particular project plan. In this, manager needs. Cost must always be under control in order
to achieve the best output results.
Resources: Resources include technique, labor, training, funds, etc. which are mainly
necessary to fulfill the goals.
2

Scope: Scope defines the importance and need of invention that helps company to get
high profit revenues (Demirkan and Spohrer, 2014).
Communication: Communication helps to develop a strong bond in between all
employees and employers to make understanding clear in between all.
Risk: Risk is involved in every certain level of time with uncertain events that creates
hurdles for company projects. Manager needs to ensure about new development projects and
goals.
Quality: Quality should always be considered in first priority levels. Without quality of
work, plan cannot achieve the objectives of project (Hirt and Willmott, 2014).
Time: Time is the another source full element that needs to be considered by the
company. Every project has some starting or ending date.
P3 Produce a work break down structure and Gantt chart
Work breakdown
Illustration 1: Work break down structure
Gantt chart
3

Illustration 2: Gantt Chart
Network diagram
Illustration 3: Network diagram
PART 2
LO 2
P4. Applying qualitative and quantitative research methods
Research methodologies is the group of functional strategies and practices that affect the
business goals. Methodologies help to give answers to all kinds of questions in relation to the
project goals.
4

Research approach
Research approach is the method for project management. It includes deductive and
inductive approach that helps to define the project goals and objectives. Deductive approach tests
the validity of assumptions. This makes the process or target more prominent and effective.
Deductive tool has been based on hypothesis (Jayaram, Manrai and Manrai, 2015). On the
contrary, inductive approach starts with observations and theories. Present study is based on
interpretivism approach.
Research philosophies
Research philosophy is based on observation and theories are proposed towards the end
of the research process as a result of observation it involves the process to identify the final
effective results of project (Lamberton and Stephen, 2016). It gives the whole process and deals
with the major goal objective task. Apart from that, it also helps to take the leading and
challenging market opportunities goals. Research philosophy includes, positivism, realism and
interpretivism. Present study based on
Research design
Research design will make the proper and challenging goals and better approachable
target performance. Further design has been segregated into new different methods such as
exploratory and conclusive (Lee and Coughlin, 2015). Exploratory research based on general
aspects of the research area. On the contrary, conclusive research based on some specific aspects
of goals and regulate into more performing level. Exploratory research has vague define goals
and besides, conclusive has clear vision and goals (Law, Buhalis and Cobanoglu, 2014).
Sampling
Sampling is the ration that has been conduct to define the research objectives and goals. It
is more specific which is used to select members of population to be included in the study. It is
more effective and process oriented in order to meet the needs of the organisation in more
prominent manner. Sampling further divides into two manner. Probabilistic and non
probabilistic. This makes the proper and challenging goals. Present study taken random sampling
method taken by 20 customers.
Ethical consideration
Ethical consideration is the most important and necessary tool in the research process
under which company needs to maintained the ethical consideration in order to meet the needs of
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the organisation goals (Lemon and Verhoef, 2016). This ethical consideration helps to convey
the process that affect the business goals in proper disciplinary manner.
PART 3
LO 3
P5 Analyze the research and data using appropriate and data tools and techniques.
Questionnaire
Name :
Occupation :
Designation :
1. What is your age group ?
 Below 20
 20 – 25
 above 25
2. What is your gender ?
 Female
 Male
3. Does digital technology provide you a flexibility in buying of goods and services ?
 Yes
 No
4. Which marketing tool is more benefited for you to access the company products ?
 Online
 Social
 offline
 Don't know
5. Which of the following features does Morrisons website offers ?
 Online payment
 Integration with social media
 Media rich content
 None of them
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6. Did businesses needs to adopt digital online shopping features
 Yes
 No
7. Recommended the ways or strategies to the company effectiveness ?
Theme 1:Age group of customers
1. What is your age group ? Frequency
Below 20 3
20 – 25 10
above 25 7
Interpretation : On the basis of this interpretation survey number of respondent are
comes under 20 to 25. They preferred to make online shopping for its purchasing. On the other
hand, less number of age group people belongs from below 20 age. And moderate number of
respondent has belongs from 7.
Theme 2: Customers gender
7
Below 20
20 – 25
above 25

2. What is your gender ? Frequency
Female 15
Male 5
Interpretation : On the basis of analysis this questionnaire survey majority of gender is
available is females. As per the observation females are more excited and willing to invest on
shopping rather than makes (Pappas and et.al., 2016). In present research study there has been
present 15 females and 5 male respondents.
Theme 3:Digital technology provide you a flexibility in buying of goods and services
3. Does digital technology provide you a flexibility in buying of goods and
services ? Frequency
Yes 18
No 2
8
Female Male
0
2
4
6
8
10
12
14
16
Column B

Interpretation: On the basis of this analysis when scholar asked to respondents weather
company is more flexible in providing online services or not (Ryan, 2016). Majority of
communicator divert towards the yes. 18 respondents suggested yes company is providing online
digital services. Out of 2 members are not interested in online they preferred to take offline mode
for purchasing.
Theme 4: Marketing tool is more benefited for you to access the company
4. Which marketing tool is more benefited for you to access the company
products ? Frequency
Online 7
Social 9
offline 4
Don't know 0
9
Yes
No

Interpretation: On the basis of this analysation according to 9 respondents suggested that
social marketing is highly profitable or reliable for company to maintained the long term profit.
On the other hand, according to 7 customers suggest that inline tool is more benefited for the
company. Only 4 respondents are their who suggest that offline marketing tool is good for the
company to reach the higher customer reach (Lee and Coughlin, 2015).
Theme 5: Features does Morrisons website offers
5. Which of the following features does Morrisons website offers ? Frequency
Online payment 7
Integration with social media 6
Media rich content 5
None of them 2
10
Online
Social
offline
Don't know
0 1 2 3 4 5 6 7 8 9
Column B

Interpretation: On the basis of this interpretation process. According to 7 respondents
they suggested that, company provides good online payment mode to get the customer attraction.
On the other hand, according to 6 respondents integration with social media is the another more
benefited for the company to implement best target opportunity goals (Smilansky, 2017). As per
the 5 respondents suggests that company offers rich media content to attract number of buyers.
Theme 6: businesses needs to adopt digital online shopping features
6. Did businesses needs to adopt digital online shopping features Frequency
Yes 15
No 5
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Online payment
Integration with
social media
Media rich
content
None of them

Interpretation: As per the questionnaire survey, people suggested on the needs of digital
technology on online shopping features. As per the 15 respondents suggested that company
needs to adopt or offers the best online shopping offers (Yardley and et.al., 2016). On the
contrary as per the 5 customers has been suggested that, no company should more focus on
offline selling services.
Theme 7: Recommended the ways or strategies to the company effectiveness ?
Interpretation: As per the 20 customer (Respondents), higher majority of people been suggested
digital technology innovation in retail sector. Retail sector is the highly developing sector in
various forms. Company should needs to offer innovative development in order to grab customer
focus.
P6 Recommendation.
Morrisons is one of the biggest supermarket company that focus on the customer
attraction. Along with that, it also helps to control the best effective market opportunity growth
in terms of attractive source of manner (Demirkan and Spohrer, 2014). Apart from that, it also
helps to take the best possible action plan in order to meet the needs of the organization goals.
Online shopping or trading will give more profit to the company in order to develop the new
business development process. Apart from that, company also needs to generate new followers at
global level with the help of digital online techniques. However, online services has been more
benefited and flexible to implement good opportunity for the company.
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Yes
No

LO 4
P7 Reflective
By the analyzing the whole research study and goals. It has been proved digital
technology has been give high impact on the market. Apart from that, I got learn so many new
skills and knowledge through making high perform level and growth level. Apart from that, it
makes the best advanced level of performing the best possible action plan. Apart from that, it
also helps to control the best performing and leading goals (Pappas and et.al., 2016). I analysed
the different methods or tool of digital technology through company get better productive
development goals. Overall, I also found the new methods or ways to accomplish the business
growth and generating customer focus (Lissitsa and Kol, 2016).
CONCLUSION
From the basis of above section or discussion, it has been analysed that. Digital
technology is the most productive and necessary for the supermarket store to enhance the better
productivity of growth. Present study has been based on impact of digital technology on online
shopping experiences. Besides, study also described the project management plan or activity to
implement the project plan into the best possible manner. Also, it discussed about the different
methodologies of research and data interpretation of 20 respondents to get the research
objectives.
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REFERENCES
Books and Journals
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce. 18(4).
pp.97-116.
Colbert, A., Yee, N. and George, G., 2016. The digital workforce and the workplace of the
future.
Demirkan, H. and Spohrer, J., 2014. Developing a framework to improve virtual shopping in
digital malls with intelligent self-service systems. Journal of Retailing and Consumer
Services. 21(5). pp.860-868.
Hirt, M. and Willmott, P., 2014. Strategic principles for competing in the digital age. McKinsey
Quarterly. 5(1).
Jayaram, D., Manrai, A. K. and Manrai, L. A., 2015. Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and
mobile applications. Journal of Economics, Finance and Administrative Science. 20(39).
pp.118-132.
Lamberton, C. and Stephen, A. T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary Hospitality
Management. 26(5). pp.727-750.
Lee, C. and Coughlin, J.F., 2015. PERSPECTIVE: Older adults' adoption of technology: an
integrated approach to identifying determinants and barriers. Journal of Product
Innovation Management. 32(5). pp.747-759.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Lissitsa, S. and Kol, O., 2016. Generation X vs. Generation Y–A decade of online
shopping. Journal of Retailing and Consumer Services. 31. pp.304-312.
Pappas, I. O., and et.al., 2016. Explaining online shopping behavior with fsQCA: The role of
cognitive and affective perceptions. Journal of Business Research. 69(2). pp.794-803.
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