The Impact of Communication Technology on M&S Marketing

This research explores the impact of communication technology, specifically social media and mobile technologies, on the marketing strategies of Marks & Spencer (M&S). It investigates how these technologies influence customer engagement, brand awareness, and revenue generation. The study utilizes both primary and secondary research methods, including surveys and literature reviews, to analyze the effectiveness of communication technology in M&S's marketing efforts. The findings highlight the importance of integrating social media and mobile technologies into marketing strategies to enhance customer experience, build brand loyalty, and drive business growth.

[the impact of the communication technology on the marketing of M&S]
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RESEARCH TITLE
The impact of the communication technology on the marketing of M&S
RESEARCH STATEMENT
Do the employees of the M&S prefer using the communication technology for improving the
marketing activities of the M&S?
RESEARCH OBJECTIVES
It has beeN observed that the more than 50 percent of the products ordered by the
customers of the M&S are done through the online modes from the mobile or the tablets
and some other devices. The communication technology like the social media and the
mobile technology helps the M&S to connect with the large number of customers to
communicate and collaborate with them which will help the organization to build better
relationships and will increase the overall growth and revenues of the business. Some of the
objectives which are aimed at the M&S organization are as follows-
 To determine whether the employees and customers of the M&S are aware of the
communication technology like the social media and mobile technologies
 To determine whether the customers of the M&S considers the use of social media
platform to gain knowledge about the products and services of the M&S
 To determine whether the employees of the M&S thinks that the marketing through
the social media platforms will increase the revenues of the organization
 To determine that the customers of the company are satisfied with their products
and services and the promotional methods like the use of social media
 To analyse the use of the communication technology in increasing the satisfaction
level of the employees
 To determine the shopping experience of the customers through the communication
technologies

INTRODUCTION
The technology by which the communication between the people becomes easy is referred
as the communication technology. The communication technology like the social media and
the mobile technology are being utilised at a higher rate by the organizations to improve
their marketing process so as to increase their revenues and the growth of the organization.
Marks and Spencer are popularly known as the M&S one of the famous merchandise selling
organizations of the London UK was established in the year 1884 by Michael Marks with the
philosophy of selling the products at affordable process. The company deals with the
clothing, luxury items, food and some other accessories. In order to enhance the shopping
experience of the customers, the company has introduced "Shop your way" in which the
customer gets the details of the products through the representative with the help of the
iPads.
The competition in the market of the retail industry has been increasing vastly so it is
necessary that the M&S should enhance their marketing process for attracting a large
number of customers towards them. The marketing department of the M&S must focus of
the use of the social media platforms to promote the products and services of the company
and directly interacts with them to provide them more detailed and specific information
with the use of mobile technologies. This assignment is based upon the impact of the
communication technology in the marketing process of the Marks and Spencer.
RESEARCH METHODOLOGY
While doing the research on this project it is essential to do the quantitative as well as
qualitative analysis of the project. This research methodology is divided into two parts the
primary research and the secondary research. During the secondary research, the
information is gathered from the researches which are previously done by some individuals
and to use the specific data that is required in our project. In the secondary research, the
relevant papers are taken into consideration for extracting the meaningful information
(Katona, 2014). This is further divided into the inclusive and the exclusive research. In the

inclusive research, only the abstract of the journals and the research papers are taken
without the deep analysis of the papers. Whereas, in the exclusive research the relevant
papers are studied in depth and then the full information is taken in to project
consideration. This secondary research is the literature review of the project. The papers
which are published after the year 2010 are generally taken into context.
The second mode of the research methodology is the primary research in which the fresh
and the first-hand data are collected with the help of the survey done by the employees of
the organization (Ploug and Holm, 2015). Primary research involves the conduction of the
interviews and questionnaire in which approximately 150 people including the employees of
the organization and customers will be asked questions regarding the impact of the
communication technologies on the marketing activities of the M&S. The questionnaire will
be based upon analysing the need of the social media platforms and mobile technologies to
enhance the revenues of the organization. It will include questions regarding the awareness,
shopping preferences, effectiveness and the satisfaction of the employees and the
customers. An example of the survey questionnaire is mentioned below-
Questions Option 1 Option 2 Option 3 Option 4
How often do
you use social
media
platforms?
Once in a day Many times a
day
Once in a week 3-4 days in a
week
How often you
visit the
website and
the mobile
application of
M&S?
Once in a week Once in a
month
Multiple times
in a month
Others, please
specify
Are you aware
of the "Shop
your way"?
Yes No Somehow Uncertain
Does the Agree Strongly agree Uncertain Disagree

communicatio
n technology
has increased
the market
revenues of the
M&S?
The questionnaire conducted in the primary research is done by keeping in mind the ethical
issues. It does not contain the confidential information of the customers and the employees,
their names are kept confidential, their profession is not disclosed, the data is kept
protected so that it cannot be misused and lastly, it should not hurt the sentiments of the
people. The secondary research will be done by avoiding the copyrights of the information
collected, and any source of misconduct. The research will be properly referenced and will
be properly referenced.
LITERATURE REVIEW
The utilisation of the different tools, techniques, skills and knowledge in order to perform
the business activities of an organization to meet the specific needs of the project is referred
as the project management. The project management is done by keeping in mind the
different factors like the time, scope, quality, human resources, quality, communication and
the risk management (Kerzner and Kerzner, 2017). With the increasing trends of the
technologies in the world, the social media is attaining a great popularity and will continue
to boom even higher in the future. It is has been noticed that the business organisations
that are using the social media platforms for increasing the marketing activities of the
organization's area attaining high growth in their business.
The targeted audience of the companies is generally hanging around the social media
platforms which will help the organizations to connect with a large number of customers
and make them aware about the popular brands and their products and services (Kaplan
and Haenlein, 2010). Almost, 71 percent of the customers are likely to recommend the

brands to the other people and in their social media network if they get a positive
experience from their shopping and are happy with the quality and services of the brand.
The touch of the social media to the brands helps the organizations to generate more
business and to make a large customer base. It has been noticed that the almost 2 million of
the businesses uses the Facebook to promote their products and services (Kaplan, 2012).
The use of the social media on the mobile technologies has been observed of getting hike by
30 percent annually. The adults which are the main targets of the organization s to increase
the popularity of their business seem to be hiked by 69 percent from that of the 7 percent in
the year 2005 (Bosomworth, 2015).
The use of the mobile technologies has helped the organizations to come closer to their
customers with the help of the technologies like direct messaging, emails, mobile wallets
and the digital payments. There are few gadgets present in the market that have the
capability to records the 360-degree video of the products of the organizations which
enhances the user experience and attracts them to buy the brand products. The
communication between the clients and the employees of the organization is made easy
with the messaging services. The mobile technologies have reduced and the efforts of the
employees of marketing of the business products which has also saved the time and the
money (Lamberton and Stephen, 2016).
The paperwork has also been reduced due to the effective utilisation of the mobile
technologies. With the help of the cloud computing technology, the storing and sharing of
the files and documents of the companies from any locations has been made easy. The
transactions are which the official authentication is required is now conducted easily with
the help of the mobile device by using the signature platform (Bosomworth, 2015). The
employees of the organization need to update their skills and knowledge in order to
properly utilise the social media and mobile technologies for improving the growth of the
M&S.

REFERENCES
1. Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to
planning, scheduling, and controlling. John Wiley & Sons
2. Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and
opportunities of Social Media. Business horizons, 53(1), pp.59-68
3. Kaplan, A.M., 2012. If you love something, let it go mobile: Mobile marketing and
mobile social media 4x4. Business horizons, 55(2), pp.129-139
4. 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
5. Bosomworth, D., 2015. Mobile marketing statistics 2015. Leeds: Smart Insights
(Marketing Intelligence) Ltd
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Possibilities for development of business cluster network between SMEs from
Visegrad countries and Serbia, University of Belgrade, Technical Faculty in Bor,
Engineering Management Department (EMD), Bor, pp.99-108
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