Importance of Online Marketing in Recent Trends of Mobile Phone Purchases

This research journal explores the importance of online marketing in recent trends of mobile phone purchases, focusing on a case study of Samsung. It analyzes the challenges faced by online marketing and identifies strategies to overcome them.

SG7002 The Business
Project

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Aim...............................................................................................................................3
Research Objectives.....................................................................................................................3
Research Questions......................................................................................................................3
Rationale......................................................................................................................................3
Scope............................................................................................................................................4
CRITICAL LITERATURE REVIEW.............................................................................................4
Theme 1: To analyse the importance of online marketing in recent trends of mobile phone
purchases......................................................................................................................................4
Theme 2: To evaluate the challenges of online marketing in recent trends of mobile phone
purchases......................................................................................................................................6
Theme 3: To identify the strategies that can be used to effectively overcome challenges of
online marketing in recent trends of mobile phone purchases....................................................7
RESEARCH METHODOLOGY....................................................................................................8
Research Type.............................................................................................................................8
Research Approach......................................................................................................................9
Research Philosophy....................................................................................................................9
Sampling....................................................................................................................................10
Data Collection..........................................................................................................................10
Data Analysis.............................................................................................................................10
Ethical Considerations...............................................................................................................11
RECOMMENDATIONS...............................................................................................................11
REFERENCES..............................................................................................................................14

INTRODUCTION
Research Aim
The importance of online marketing in recent trends of mobile phone purchase: A case
study of Samsung.
Research Objectives
The objectives of this research journal are as follows:
 To analyse the importance of online marketing in recent trends of mobile phone
purchases.
 To evaluate the challenges of online marketing in recent trends of mobile phone
purchases.
 To identify the strategies that can be used to effectively overcome challenges of online
marketing in recent trends of mobile phone purchases.
Research Questions
 What is the importance of online marketing in recent trends of mobile phone purchases?
 What are the challenges of online marketing in recent trends of mobile phone purchases?
 What are the strategies that can help overcome the challenges of online marketing in
recent trends of mobile phone purchases?
Rationale
It is of immense importance for business organisations such as Samsung and its other
competitor business organisations within the consumer electronics industry to effectively
understand, analyse and evaluate the importance of online marketing in recent trends of mobile
phone purchases as this has a direct influence and impact on the business organisation’s
operational performance, productivity metrics in addition to affecting the overall profitability of
the business organisation within electronics industry. Analysing the importance of online
marketing in recent trends of mobile phone purchases, can help business organisations such as
Samsung to better understand the inherent needs, requirements, demands and preferences of their
customers, which remain unsatisfied within the consumer markets, allowing for the business

organisation to manufacture goods and products that are able to effectively meet and satisfy the
unmet needs, demands, requirements and preferences of their customers in a much effective,
efficient and improved manner, allowing for the business organisation to effectively generate
consumer interest towards the operations and products of the business organisation and convert
them into engaging in a financial transaction with the business organisation in exchange of its
manufactured goods and products such as electronic smartphones (Chaffey and Smith, 2017).
This research journal can help Samsung better conduct its online digital marketing operations
with respect to recent trends of mobile phone purchases in an effort to enhance the overall
productivity, performance and profitability of the business organisation.
Scope
This research journal has a wide scope as the findings of the research journal can be
applied to the operations of various business organisation in an effort to enhance their
understanding of online marketing in recent trends of mobile phone purchases. This research
journal initially assesses the importance of online marketing in recent trends of mobile phone
purchases. Then the research journal goes on to identify the challenges of online marketing in
recent trends of mobile phone purchases and evaluates the strategies that can be used by business
organisations such as Samsung to overcome the challenges of online marketing in recent trends
of mobile phone purchases (Kannan, 2017). The research journal collects relevant data from both
primary and secondary sources and analyses this procured data in order to come to relevant,
reliable and valid conclusions. Therefore, the research journal has a wide scope but is also
limited by the relevance and accuracy of the secondary data that has been collected and analysed
in order to come to required conclusions.
CRITICAL LITERATURE REVIEW
Theme 1: To analyse the importance of online marketing in recent trends of mobile phone
purchases
As per the view of Todor (2016), use of online digital channels of marketing by business
organisations such as Samsung, is of immense importance in relation to recent trends of mobile
phone purchases. This is because of the following reasons:

Increased Customer Base: Online marketing operations of Samsung are of immense importance
with regards to recent trends of mobile phone purchases because it allows for the marketers of
Samsung corporation to promote and advertise about their manufactured mobile phones to a very
large base of global audience in an attempt to generate their interest towards the products and
operations of the business organisation, allowing for Samsung to convert such leads into
customers by making them undergo a financial transaction with the business organisation.
Decreased Marketing Costs: Samsung making use of online marketing in recent trends of
mobile phone purchases also allows for the business organisation to reduce their overall
marketing costs because promoting and advertising the manufactured goods and products of
Samsung through the digital online channels happens to be significantly cheaper for the business
when compared to promoting and advertising the manufactured goods and products of Samsung
through traditional marketing means. Hence online marketing in recent trends of mobile phone
purchases is immensely important because it allows for Samsung to generate increased profit
margins and work towards generating optimum amounts of profit within the electronic industries
of UK.
Enhanced Visibility: According to De Pelsmacker, Van Tilburg and Holthof, (2018), another
major reason why online marketing operations of Samsung in relation to recent trends of mobile
phone purchases are so immensely important is because it allows for the business organisation’s
marketing messages and strategies to reach a bigger and wider audience base through the online
channels that the customers of Samsung are used to using, such as social media platforms, online
websites, search engine optimisations etc. This increases the visibility of Samsung’s overall
marketing operations because the customers of Samsung are more inclined investigate the goods
and products of Samsung like mobile phones etc., when they tend to appear first on search results
and on their social media timelines. This allows for Samsung to easily acquire new customers
within the electronics industry of UK.
Enhanced Brand: Another reason that online marketing operations of Samsung with regards to
recent trends of mobile phone purchases are of immense importance is because this changes the
consumer perception within external environments about the way in which consumers see the
Samsung business organisation, its brand image, value and reputation metrics. High ranking
results of Samsung in search results and increased number of social interactions on social media

platforms from the customers boosts the brand awareness, perception, reputation and value of the
Samsung brand within electronics industry of UK, allowing for the business organisation to
effectively increase its productivity and profitability metrics in an efficient manner.
Theme 2: To evaluate the challenges of online marketing in recent trends of mobile phone
purchases
The online marketing operations of Samsung in relation to the recent trends of mobile
phone purchases also happens to yield some major challenges with these challenges having a
significant impact on the overall productivity and profitability of Samsung within the electronics
industry of UK. The major challenges faced by Samsung with regards to their online marketing
operations are as follows:
Website Creation: Patrutiu-Baltes, (2016) thinks that the online digital marketers of Samsung are
required to create an online website for the business organisation in order to be able to
effectively promote and advertise their manufactured goods and services to the public in an
effective and efficient manner. The only way that the online marketing operations of Samsung
for advertising their manufactured phones successfully to the consumers are proved to be
successful, is when the digital marketers of Samsung are able to create an online website that is
highly interactive, engaging and interesting for their customers. Should the online website of
Samsung turn out to be uninteresting, disinter active or unengaging for the customers of the
business organisation, then Samsung would not be able to successfully promote and advertise
about its manufactured goods and services to the consumers in an effective and efficient manner,
resulting in a decrease in the productivity and profitability of the business organisation. This is a
major challenge to the marketers of Samsung as they are required to create website that is
simultaneously highly engaging, interactive and interesting for their customers, which can allow
for the business organisation’s online website to attract and retain a greater number of customers
to promote to.
Marketing Content: As per Kingsnorth, (2019), another major challenge that the online digital
marketers of Samsung face with regards to their online marketing operations in recent trends of
mobile phone purchases relates to creating the marketing content or message for the business
organisation through which the business tries to attract leads from the external environments and
convert these leads into actual paying customers of the business organisation. The marketing

content that the online digital marketers of Samsung are required to design and create is also
required to be highly interesting, engaging and interactive for the customers of the business
organisation. Should the online digital marketers of Samsung fail to create such marketing
content that is increasingly interesting, engaging and interactive for their customers, then the
business organisation would not be able to retain the interest and focus of their customers,
reducing the overall success of their online digital marketing operations, adversely impacting on
the overall productivity and profitability metrics of the business organisation in a significant
manner within the electronics industry of UK. When the online digital marketers of Samsung are
able to create marketing content or message that is highly interesting, engaging and interactive
for their customers, then it improves the overall success rate for the business’s online marketing
operations as through the interesting and engaging marketing content, the marketers of Samsung
are able to effectively generate the interest of their customers towards the operations and
manufactured products of the business organisation and convert them into engaging in a financial
transaction with Samsung increasing the overall productivity and profitability of Samsung within
the electronics industry of UK. This is why this is a major challenge for the online digital
marketers of Samsung in recent trends of mobile phone purchases.
Theme 3: To identify the strategies that can be used to effectively overcome challenges of online
marketing in recent trends of mobile phone purchases
There are several strategies that the online digital marketers of Samsung can make use
with the intention of addressing the issues and challenges that they face during online marketing
in recent trends of mobile phone purchases. These strategies are as follows:
Marketing Metrics: Saura, Palos-Sánchez and Cerdá Suárez, (2017) believe that Online digital
marketers of Samsung can make use of dedicated digital marketing tools and software such as
Google Analytics or Hootsiute to effectively analyse the success of their digital online marketing
operations through dedicated marketing metrics. Use of such marketing tools showcases various
marketing metrics to the online marketers of Samsung relating to their online marketing
operations such as total number of customers attracted to the website, average duration that a
customer stays on the website, average cost for Samsung for procuring a lead and converting
them into paying customers for the business organisation etc., The online digital marketers of
Samsung can evaluate and analyse such marketing metrics in order to make relevant changes to

their online digital marketing operations with the intention to enhance its productivity and make
the online marketing operations of Samsung to be much more profitable and successful for the
business organisation.
Training and Development: Chaffey, (2019) is of the opinion that another strategy through
which Samsung can address the various issues and challenges that their online digital marketers
face during their marketing operations relates to their training and development. Training and
development of the online digital marketers of Samsung allows for the business organisation to
possess increasingly skilled, talented, experienced and knowledgeable employees within the
business organisation. This increased skills and experience in the online digital marketers of
Samsung can address the issues and challenges that the business faces with regards to recent
trends of mobile phone purchases because highly skilled, talented and experienced marketers of
Samsung are more suited to create interesting, interactive and engaging marketing content/
message and online websites for the business organisation, which can allow for Samsung to
effectively acquire new customers, increase its overall customer base, enhance the overall
success of their online digital marketing operations and improve upon the overall productivity
and profitability of the business organisation within electronics industry of UK in a significant
manner.
Market Analysis: Another strategy to address the issues and challenges that the online digital
marketers of Samsung face relates to them conducting thorough marketing and consumer
analysis in order to identify the changes in demands, requirements, needs and preferences of the
consumers within electronics industry of UK. Gaining insight into the changing trends, demands
and preferences of Samsung’s customers allows for their online digital marketers to create
marketing content that is aligned to the current needs, preferences and demands of their
customers, enhancing the overall operational success of Samsung’s digital marketing operations.
RESEARCH METHODOLOGY
Research Type
There are available numerous taxonomies to categorise the various different types of
research papers and journals on the basis of diverse and distinct factors. A research journal such

as this can be categorised on the basis of its purpose, aim, nature of research or subject but the
most common method of categorising different types of research journals relates to qualitative
and quantitative research types. Quantitative research makes use of dedicated graphs and
numerical expressions for purposes of conducting research, with its collected data being in
numerical or statistical form, which is analysed through various different forms of mathematical
and statistical frameworks (Mohajan, 2018). On the other hand, qualitative research uses
personal beliefs, feelings, opinions, ideas of others in order to conduct research, with the data
collected and analysed for qualitative not being easily quantifiable into numerical figures. This
research is of quantitative type because it takes into account facts and figures that are
quantifiable in nature.
Research Approach
Research approach relates to all of the procedures and steps that a researcher has to
undertake and undergo during the process of conducting research and writing research journal,
from how a researcher collects data, how they process and analyse the collected data and their
research procedures and methods. There are two main distinguished types of research approaches
– inductive and deductive approaches. Deductive research approach is suited to quantitative
types of research journals because it requires the researcher to formulate a set of hypothesis
related to the research subject and make use of various statistical, mathematical and analytical
frameworks to relate the concepts of the research paper and come to relevant conclusions. Due to
this research being quantitative in nature, it makes use of deductive research approach.
Research Philosophy
Research philosophy relates to the different methods that are used to record, analyse,
evaluate and process data collected for the research journal. There exist two main types of
research philosophies – Interpretivism and positivism. Positivism research philosophy operates
on the basic assumption that access to underlying reality can only be gained by the researcher
through precise, accurate, scientific and succinct research (Zangirolami-Raimundo, Echeimberg
and Leone, 2018). Positivism believes that only knowledge that has been gained through
measurements, records and observations can be labelled as valid, reliable and relevant for the
purposes of a quantitative research journal. This research journal being quantitative in nature
appropriately makes use of positivism research philosophy.

Sampling
Sampling relates to the strategic process of selecting a specific number of research participants
from amongst a large group of individuals with regards to conducting relevant research.
Sampling process selects a specific number of individuals from a larger group in such a manner
that selected sample group comes to represent the entire group of individuals. Sampling can be
conducted through two main methods- probabilistic and non probabilistic sampling. Non
probabilistic sampling selects a smaller sample size based on the requirements and judgement of
the researchers, thus not providing fair chances to all individuals to represent in the chosen
sample. This research journal uses the probabilistic random sampling method to create a sample
of 30 individuals, by randomly selecting individuals from the larger group, providing a fair and
equal chance to all different individuals within the larger group size.
Data Collection
Data collection relates to the strategic process of researchers gathering and procuring data
and information that is required for their research purposes, with the intention of analysing the
procured data in order to come to valid, reliable and relevant conclusions for the research. There
exist two main methods of data collection, with this research journal using both methods-
primary and secondary data collection. Primary data collection relates to the researcher
themselves gathering the required data for the purposes of their research through interviews,
surveys etc., making the data collected highly relevant and reliable for the specific research for
which it has been collected (Snyder, 2019). Contrastingly, secondary data collection relates to
the researcher procuring data that is already collected and present in the external environments
and using this data for purposes other than for which it was initially collected, making its overall
accuracy, reliability and relevance to the research journal questionable. This research journal
engages in primary data collection through dedicated questionnaires and secondary data
collection through literature review.
Data Analysis
Data analysis relates to the process of evaluating and analysing the collected data through
both primary and secondary means, with the intention to come to valid, relevant and reliable
conclusions based on the aims, purpose and objectives of the research journal. This research
journal being quantitative in nature makes use of statistical data analysis approach through the

use of dedicated digital software called the Statistical Package for Social Sciences (SPSS) in
order to effectively analyse the collected data and come to valid, relevant and reliable
conclusions.
Ethical Considerations
There were also present various ethical considerations for the researchers during the
entire process of conducting this research and writing research journal. The most significant
ethical considerations for the researchers of this research journal related to safeguarding and
protecting the privacy of the research participants who took part in the research procedure. This
required to researchers to gather letter of consents from all the various research participants to
prove that they an engaging in the research of their own volition and are not doing so on the
demands of others (Ørngreen and Levinsen, 2017). Another major ethical consideration for the
researchers of this research journal related to storing the collected data through primary means in
a safe and secure manner, ensuring that the highly sensitive and confidential collected data is not
leaked to external forces, which would result in the breach of privacy of their research
participants. In order to ensure this, the researchers made use of strong encryption algorithms to
encrypt their collected data, making it more secure and protected.
RECOMMENDATIONS
There are various new advancement and functional innovation parameters coming on
among companies within Phone and electronic industries for bringing on advanced new
functional marketing practices and new leveraged scale services which will enable Samsung to
bring on wider competitive position within global industry.
 Samsung shall within future online marketing scenario competitively focus for investing
in multimedia web design search engines and marketing fundamentals optimised focusing

onto working goals where consumer strengths are also huge. It can be analysed that
affiliation of new technology metrics and associating innovative online marketing
programs by hiring various professional encompassed paradigms and using new
functional paradigms will enable to deliver wider growth functional horizon ( Matta,
Gupta and Agarwal, 2020, This will enable Samsung to work onto new working
avenues where it is lacking efficiency and wider competency onto serving productive
services and also in developing new scoped segments where new working innovation is
also high.
 The Email marketing shall also be used by company for gaining new working efficiency,
stronger synergy of work segments among consumers market scenario and for gaining
new horizons reach among wider functional parameters of evocative working goals. It
will also enable Samsung to yield onto best working efficacy online digital marketing
parameters and to focus for gaining new relative scope with latest digital segments,
which will enable Samsung for higher profits and new quest for larger work
innovation through which all challenges are worked on. Building and online web list by
analysing optimacy work goals where new functional scale shall be gained on and
worked on for larger working operations horizons.
 Online press releases work segments shall be also productively built on by working for
new functional getaways where Samsung is widely moving ahead in business avenues
and for gaining stringent functional horizons where new scope segments are also working
on. This will also productively develop stakeholders commitment work operations and
new relative s stable work goals among shareholders where new work efficacy shall be
focused ahead and to yield onto wider working avenues where scope is also widely
pertained on. Samsung by analysing new meetings and specifically building wider focus
onto where new synergy is actively pertained on and also potentially focusing for major
work goals (Yang, Xia. and Li, 2020)
 The brand shall also work onto competitive goals and new digital marketing platforms,
where leveraging scope and work potentialities are also higher will enable to deliver new
work goals and also deliver functional horizons where technical progression is also high
where evocative working development is also high competitively. It can be analysed that
Samsung will be able to reach onto wider working parameters with competitive wider

platforms where working efficiency is also high and new relative work potentialities are
high. This will enable to yield new working innovation among business scenario where
Samsung is also productively focusing and will be able to deliver growth functionally by
analysing new working segments where working innovation is customised as per people
preferences within world and in restoring new scope segments where adoption to new
referred innovation is also huge.

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