Role of Digital Marketing in Enhancing Success and Performance of Small Companies

This research proposal focuses on the role of digital marketing in enhancing the success and performance of small companies, with a case study on Marshfield Bakery. The report includes a literature review, methodology, and discussion on the best strategies for digital marketing. The aim is to evaluate the concept of digital marketing and its importance for small companies, analyze its role in enhancing success and performance, and determine the best strategies for Marshfield Bakery.

Research Proposal
1

Topic: Role of digital marketing in enhancing success and performance level of a small
company. A case study on Marshfield Bakery................................................................................3
Chapter 1: Introduction....................................................................................................................3
Background of company.........................................................................................................3
Background of research topic.................................................................................................3
Research questions...........................................................................................................................4
Literature Review.............................................................................................................................4
Methodology 500.............................................................................................................................6
Time Plan.........................................................................................................................................7
CONCLUSION................................................................................................................................7
2

Topic: Role of digital marketing in enhancing success and performance level
of a small company. A case study on Marshfield Bakery
Chapter 1: Introduction
Background of company
Marshfield Bakery is conducting their business operation in food wholesalers industry and
was situated in the provinces of United Kingdom. It is a small-scale company as it is conducting
their business operations with 80 employees (Vaziri Gohar and Abdolhoseini, 2020). This
company engages in the process of manufacturing quality handmade cakes, snack bar and
seasonal goods and distribute throughout the United Kingdom and Europe. According to the
evaluation it has been identified that it is the award-winning company that satisfies customer’s
needs and demands in a well define an effective manner with their high quality services. This
company attract attention of large base of audience towards its offering.
Furthermore it has been underlined that this organisation is influencing attention of
customers by providing them high quality products and services in cost effective range. This
company also develops effective relationship with customers while satisfying their needs and
demands with higher efficiency.
Background of research topic
Modern business environment involves aggressive competition among organisation in this
digital marketing is also playing significant role which is facilitating companies to attract large
base of customers attention in cost effective manner. With the help of digital marketing
organisation influences customers while investing less in advertising segment. According to the
evaluation it has been identified that digital marketing is playing significant role is specially for
small scale organisations as with the help of digital marketing small companies are required to
3

invest less in advertising while assuring large base of profitability and revenue generation.
Present report is conducted on the concept of digital marketing in addition to its importance as
well as need for small-scale organisation. Along with this in this report formative discussion has
been conducted on the role of digital marketing in order to maximize performance and success of
organisation. Further in this report discussion has been conducted on the best strategies as well as
base of digital marketing through which organisation can maximize their success level and
performance. Present report revolves around case study evaluation of Marshfield bkaeryalong
with the importance and effectiveness of digital marketing for the performance and success.
Report is inclusive of literature review methodologies and time plan
With the help of all these aspects researcher aim towards accomplishing research on the
respective topic of the role of digital marketing in enhcaning success and performance level of a
small company. By undertaking all these measures into consideration researcher aim towards
fulfilling research objectives with higher effectiveness while assuring successful research
outcomes.
Aim
“ To evaluate about the concept of digital marketing along with its role in enhancing success
and performance level of a small company”. A case study on Marshfield Bakery.
Objective
 To review about the concept of digital marketing along with its need and importance for a
small company.
 To analyse about the role of digital marketing in enhancing success and performance
level of Marshfield Bakery.
 To determine about the best ways and strategies of digital marketing for Marshfield
Bakery to improve its performance and success level.
Research questions
 What is the concept digital marketing along with its need and importance for a small
company?
4

 What is the role of digital marketing in enhancing success and performance level of
Marshfield Bakery?
 What are best ways and strategies of digital marketing for Marshfield Bakery to improve
its performance and success level?
Literature Review
Concept digital marketing along with its need and importance for a small company
As pr the view point of Pandey, Nayal and Rathore, 2020, digital marketing nowadays
plays most important role that allows organisations of every sector or size to market their
products, services facilities and other offerings while taking advantage of internet and with the
help of digital technologies like mobile phone, desktop, computers and more. In this
organisations can promote their services and products via digital marketing channels such as
websites, social media platforms and more (Alford and Jones, 2020). This marketing tool allows
companies to expand their potential group of customer’s irrespective of geographical location.
According to the analysis it has been identified that digital marketing is having enormous
benefits for a small scale company as it’s allows them to save money and acquire more number
of customers while making less investment in traditional marketing method. With the help of
digital marketing small companies can know the actual demand and behavioural pattern of
audience and can serve them personally, it will help small scale business organisation to develop
strong relationship with buyers through which long-term brand loyalty can be created. In
addition to this digital marketing also facilitate small business to track responses of their
marketing activities in an immediate manner and undertake measures to further increase their
advertisement efficiency. Nowadays digital marketing is playing most important role with the
help of this cost effective marketing can be done (Behera and et. al., 2020). Small businesses
with the help of digital marketing channel can enhance their revenue; in addition to this it has
been underlined that small business by making efforts can effectively draw attention of large
base of customers towards their offerings in cost-effective manner. This will also allow small
organisation to increase their brand reputation and influence buyers by having measurable results
Role of digital marketing in enhancing success and performance level of Marshfield Bakery
5

According to the view point of Wang, 2020, digital marketing is playing most important
role in success and performance level of Marshfield Bakery. It is the most effective approach
through which is Bakery attracting large base of customers. It has been identified that with the
help of digital marketing this Bakery influence attention of customers by posting images, small
videos on social media pages like Facebook, Insagram and other channels in a cost effective
manner. With the help of digital marketing this bakery conducts cost effective business while
assuring higher profitability. It is essential for any organisation sustain in this modern world to
undertake advantage of digital marketing with having social media and website presence. This
bakery enhances reviews and post feedback of customers that positively influence large base of
customer’s attention towards organisational offering. Along with his digital marketing is also
allowing their respective organisation to gain more competitiveness as compared to their rivals.
It has been identified that with the help of digital marketing this bakery attracts customers
with attractive videos and graphics it significantly increases effectiveness of company online
presence and further allow them to communicate with audience in order to take their feedback. It
is one of the most important advantages of digital marketing through which entity is conducting
their business in a well defined and effective manner (Alford and Jones, 2020). In addition to this
entity is also taking advantage of Search Engine Optimisation strategy in order to stay one step
ahead of their competitors. Digital marketing is also enhancing performance level of Marshfield
Bakery as it allows them to target audience by identifying their actual needs and demands.
Digital marketing allows bakery to conduct a survey in order to identify the responses of
customers towards organisational services. Thus according to the above it has been identified
that digital marketing is a cost-effective market especially for small businesses through which
entity can conduct their business operations under proper budget wireless sharing higher growth.
Best ways and strategies of digital marketing for Marshfield Bakery to improve its performance
and success level
According to the view point of Tajeddini, Martin and Ali, 2020, In order to gain more
competitive advancements and success it is essential for an organisation to enhance their current
strategies effectiveness. In context with present scenario of Marshfield Bakery can make
significant improvement in their success level and performance while undertaking advantage of
effective strategies and ways of digital marketing. It will not only allow bakery to ensure a
6

higher growth but also facilitate them towards assuring more competitiveness in market segment
as compared to rivals. It has been identified that respective Bakery is currently conducting their
digital marketing mainly on social media platforms, however Bakery can enhance their social
marketing presence while conducting digital marketing through video marketing, content
writing, voice search Optimisation, email marketing. With the help of this they can significantly
improve their website by ranking high in search engine results. It has been identified that with
the help of SEO bakery can attar act more traffic to their websites and can target large base of
audience in an effective manner. In addition to this it has been underlined that with the use of
pay per click advertising methods bakery can increase its digital presence while assuring higher
rate on investments. Content marketing is also one of the most important way of digital
marketing in which entity can reach engage and connect with customers via content, in this
content can be in the way of blog, post, videos, info graphics and more. With the help of this
business organisation can create high quality content for customers that can be shared by
consumers with their families, friends, co-workers and other individual in social networks. Thus
according to the above analysis it has been identified that with the help of taking advantage of
above mentioned digital marketing strategies Marshfield Bakery can make success and
improvement in that business level.
Methodology
This part defines the most imperative part of research that provides significant way to
researchers, to choose appropriate tools for collecting, arranging, analysing and interpreting
information.
Research population:
In order to accomplish present research objectives researcher will undertake advantage of
30 respondents. With the help of this, overall research objectives and be determined in a well
define and effective manner.
7

Research sample:
In order to conduct present research researcher have selected 30 respondents. Further it
has been underlined that a questionnaire will be developed by the researcher in which there will
be certain number of question that will be asked from respondents in order to determine their
views and opinions.
Data collection methods
Primary research-
In this method information mainly gets allocated on a first hand. Primary research Data
Collection method is also termed as raw source of data generation as in this research can gather
data from different sources like observation, interview, online survey and more. It is being
determined that in this data collection method researcher is required to invest more cost and time
as it requires a comparatively more time to acquire fresh data.
Secondary research-
In this data collection method information get acquired through already use journal,
articles, books, reports, published reports and more. It is a cost effective and time effective
method with the help of which research objectives get fulfilled with accurate information and
from authorised services. Furthermore, it has been evaluated that it allows researcher to engage
in time as well as cost effective data collection method.
In order to accomplish present research objective researcher will take use of both primary
and secondary sources of data Collection methods. Main aim behind this is to increase the
effectiveness and accuracy of research.
Data analysis methods
Quantitative research-
This source of research analysis may represent data and information in a statistical and
numerical manner. However in order to acquire information from this method can undertake use
of survey, interview and observation.
Qualitative research
8

In this data analysis methods information mainly get acquired in a non- numerical format.
As per the analysis it has been identified that main purpose behind qualitative research analysis
is to properly understand opinions and concept. With the help of this method researchers can
have effective insight on open ended questions.
In order to conduct present research objective researcher undertakes use of qualitative
method analysis in order to evaluate responses and attitude of respondents.
Time Plan
Gantt chart:
Gantt chart is a strategic tool through which complex activities can be segregated into
manageable manner and as per according to time frame. With the help of this result can
accomplish research objectives in a more effective manner.
9

CONCLUSION
As per the above mentioned report it has been identified that digital media is playing most
important role for an organisation special for small scale companies digital media is providing a
significant measure through which companies can conduct their business in a cost-effective
manner. In addition to this to this it has been underlined that digital media allows organisation to
10

attract large base of audience irrespective of geographical location. Furthermore, digital media
facilitate organisation to expand their market reach and attract attention of customers with higher
efficiency. Digital media marketing also allows organisation to gain more market reach and
attract attention of consumers. With the help of digital media platform like Facebook, Instagram
and other social media sites company can post attractive videos and post and can influence
consumer attention in attractive manner.
11

REFERENCES
Books and Journals
Tajeddini, K., Martin, E. and Ali, A., 2020. Enhancing hospitality business performance: The
role of entrepreneurial orientation and networking ties in a dynamic
environment. International Journal of Hospitality Management, 90, p.102605.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Wang, F., 2020. Digital marketing capabilities in international firms: a relational
perspective. International Marketing Review.
Herhausen, D., Miočević, D., Morgan, R.E. and Kleijnen, M.H., 2020. The digital marketing
capabilities gap. Industrial Marketing Management, 90, pp.276-290.
Behera, R.K and et. al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.\ Davcik, N.S., Cardinali, S., Sharma, P.
and Cedrola, E., 2020. Exploring the role of international R&D activities in the impact of
technological and marketing capabilities on SMEs’ performance. Journal of Business
Research.
Garg, P and et. al., 2020. Examining the relationship between social media analytics practices
and business performance in the Indian retail and IT industries: The mediation role of
customer engagement. International Journal of Information Management, p.102069.
Ali, I and et. al., 2020. How international SME's vicarious learning may improve their
performance? The role of absorptive capacity, strength of ties with local SMEs, and their
prior success experiences. Industrial Marketing Management, 88, pp.87-100.
Alford, P. and Jones, R., 2020. The lone digital tourism entrepreneur: Knowledge acquisition and
collaborative transfer. Tourism Management, 81, p.104139.
Vaziri Gohar, H. and Abdolhoseini, R., 2020. Applying New Technologies and Digital
Marketing to Engage Audiences in Education.
Marolt, M., Zimmermann, H.D. and Pucihar, A., 2020. Enhancing Marketing Performance
Through Enterprise-Initiated Customer Engagement. Sustainability, 12(9), p.3931.
Gagauz, V., 2020. Digital marketing in the practice of small and medium enterprises in the
Republic of Moldova. Economie şi Sociologie, (1), pp.64-73.
Al-Thagafi, A., Mannion, M. and Siddiqui, N., 2020. Digital marketing for Saudi Arabian
university student recruitment. Journal of Applied Research in Higher Education.
12

Melović, B and et., 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society, 63, p.101425.
Munir, A., Ilyas, G., Maming, J. and Kadir, N., 2020. The role of geo-cultural product
attractiveness and acculturative aesthetic attractiveness in enhancing the relationship
between innovation and SMEs marketing performance. Management Science
Letters, 10(14), pp.3419-3424.
Hofacker, C and et. al., ., 2020. Digital marketing and business-to-business relationships: a close
look at the interface and a roadmap for the future. European Journal of Marketing.
13