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The Effect of Digital Marketing on Consumer Behaviour

   

Added on  2020-10-05

9 Pages2702 Words305 Views
DISSERTATION PROPOSAL(The effect of digital marketing on consumer behaviour)

TABLE OF CONTENTSPROPOSAL SUMMARY...............................................................................................................1Background of study....................................................................................................................1LITERATURE REVIEW................................................................................................................2OBJECTIVES..................................................................................................................................3PROJECT OUTCOME....................................................................................................................3PROJECT RATIONALE.................................................................................................................3KEY QUESTIONS..........................................................................................................................3RESEARCH METHODS................................................................................................................4PRIMARY AND SECONDARY DATA SOURCES.....................................................................5DRAFT CHAPTER HEADINGS FOR REPORT...........................................................................5PLAN...............................................................................................................................................6REFERENCES................................................................................................................................7

PROPOSAL SUMMARYBackground of studyDigital marketing is the tool of circulating information about products and services ofcompany via internet or computer networks. In recent era electronic technologies have changedbusiness models and supported in generating high revenues. Use of digital marketing tactics playsignificant role in organisation (Impact of digital marketing on consumer behaviour, 2016). Itsupports in enhancing awareness of consumers, raising their engagement. Advancement intechnologies has helped in building strong relationship with buyers and identifying their needsand requirements. Undertaking these measures will helps an organisation in offering productsand services as per their expectations. There are many firms that offer similar goods to buyers, people search for same items andcompare all brands before making final decision. Digital world has made person impulsive nowthey want immediate services. All these tactics have empowered users and have changed theirbuying behaviour significantly. Marketing activities by using social networking sites, mobileapplications etc. have supported firms in interacting with consumers directly (Digital marketingimpact on the consumer decision making process in Nike’s customer retail operations in SouthAfrica, 2016). Now-a-days markets target young people first because they use such kind oftechnologies and buy products online. By using Facebook, Twitters companies can circulateimportant information and new updates to end users immediately and can receive their reactionas well. This supports in influencing their buying behaviour and making them positive towardsthe brand. If entity is able to interact with buyers well and able to fulfil their requirements, then itwill help firm in making them loyal towards brand. Online advertisements support enterprises inattracting new consumers and dealing with global customers. This gives opportunities toorganisation in expanding their operations across the world (Stephen, 2016).Present study is based on Nike Inc, it is a multinational company that provides athleticfootwear and recreational products to consumers. Company has many retail stores across theworld and are dealing with clients on an international level . In order to run its businesssuccessfully company is required to offer goods and services to buyers as per their requirements.Technologies can support the firm in identifying requirements of people and offering them sameitems. This can make them positive towards the brand and can help the firm in retainingcustomers in organisation for longer duration. The enterprise has been implementing traditional1

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