Digital Marketing Methods at Morrisons

The assignment involves a questionnaire survey to identify the benefits obtained by Morrisons' management after using digital marketing methods. It also includes themes such as increasing customer base, brand value, productivity, and sales, as well as recommendations for further improvements. The research aims to enhance the growth and development of Morrisons through digital marketing methods.

The impact of digital
marketing tactics in
enhancing customer
attraction and retention
towards organisation; A
study on Morrisons.

EXECUTIVE SUMMARY
The topic of research study is to analyse the impact of digital marketing tactics in enhancing
customer attraction and retention towards organisation; A study on Morrisons. Digital marketing
refers to the practice where management of organisations uses digital technologies to deliver
information regarding organisational products and services to the customers. To attain the aim
researcher carried out research study at Morrisons where he identified that majority of
participants agreed that digital marketing aid in enhancing the customer base of the organisation.

Topic
The impact of digital marketing tactics in enhancing customer attraction and retention towards
organisation; A study on Morrisons.
Introduction
Digital marketing indeed assist in delivering effective quality of advertisement to target
customers in efficient manner (Villeneuve and Pasquier, 2017).. The focus of this research
project will be on analysing the impact of digital marketing strategies in influencing customers
attraction and retention of Morrisons. Morrisons is retail supermarket chain incorporated in
United Kingdom and is also fourth largest organisation working in retail sector (Abela, 2016).
Since the evolution of internet technologies, social media websites, search engine optimisation
sites and vendors providing digital platform for marketing, marketers are greatly benefited by it.
In the research study, researcher will conduct literature review which helps in providing
theoretical framework to the study. Furthermore, researcher will describe methods of research
that he or she will going to select to accomplish the aim and objectives of research study.
Eventually, with the help of Gantt Chart, researcher will demonstrate timeline and activities
associated with research study will be describe by the researcher.
Aim and Objectives of research study
The aim of present research is to analyse the impact of marketing strategies used by Morrisons in
order to enhance the attraction and retention of consumers. This aim will direct researcher to
understand the type of digital marketing utilised by Morrisons in order to gain customer
attraction and retention.
Objectives
The summarised objectives are listed below:
 To examine the effectiveness of various digital marketing techniques.
 To understand why consumers find particular digital marketing technique attractive.

 To understand how consumers view various digital marketing technique. To provide recommendations through which improvements in the use of digital
marketing can be done by Morrisons.
Research Questions
Research questions are formulated below:
1. How digital marketing techniques are effective?
2. Why consumers find particular digital marketing technique attractive?
3. How consumers view various digital marketing technique?
Rationale of Research
In order to enhance the level of knowledge and understanding about the digital marketing
methodologies used by organisations, researcher opts to conduct research study. This research
will provide an opportunity to undertake study on foruth largest supermarket operating in United
Kingdom. and retail organisation in United Kingdom. This research will also provides an
opportunity through which he or she could able to know more about the perception of consumers
regarding digital technologies and digital marketing methods. Researcher will also able to know
about consumer perception regarding digital marketing. The effectiveness of digital marketing in
enhancing the growth and development of organisation will also be examined in the research
providing opportunity to researcher as he or she can more explore the subject.
Significance of research
This research will helps the end users and readers of research by enhancing their level of
knowledge level about aspects of digital marketing and methodologies used by the organisations.
The research study will also be significant for academicians who are or have completed the
course of digital marketing by enriching their level of knowledge. Researchers and other authors
who are planning to conduct research analysis on aspects of digital marketing. In the end of
research, researcher will provide recommendations to the management of Morrisons which helps
them in improving their existing methods of digital marketing and thus this research will be
equally important for them.
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LITERATURE REVIEW
As per Leitch, (2017) with time there are many changes that has taken place in relation
with technology. All these changes has boosted up customers requirement and interaction with
companies. There are many social websites that help to interact with customers and in
determining their needs and requirements. Apart from this, the type of perception that are carried
out by individuals towards the post that are made can also be identified. In situation when
customers do not prefer the services that are delivered or any type of issues are identified, then
management can take up immediate steps to resolve them. Apart from this, there are various
problems that are faced by customers and all these can identified with the help of various
marketing techniques. In this context, tools for digital marketing techniques consists of email,
pay per click, etc. All these have their own set of benefits and disadvantages. According to
Charlesworth, (2018) a customer becomes loyal when each time purchases made by them is
highly effective enough to satisfy all their need and requirements. Further, there are many people
who make use of digital technology like social media, email, etc. all these are effective enough to
make sure that proper consideration is made with the help of which management is able to focus
on the target audience.
Luangrath, Peck and Barger, (2017) started that preferences of people for the type of
digital technology differs. It is important for the business to make sure that they are able to select
the most suitable technologies with the help of which the set of goals can be attained. In all type
of activities that are implemented, it is essential that workers have proper understanding for the
same. There are certain set of roles and responsibilities that has to be played. When employees
fail to do so, then it is essential that they are provided with training and development. As per
Tiago and Veríssimo, (2014) employees are the one who have direction interaction with
customers. In conditions when they do not perform their set of roles in effective manner, then it
makes the business face serious issues and it also becomes difficult for them to reach their
desired goals. In order to attain the set of goals, it requires to monitor the performance of
employees and satisfaction level of customers.
Grönroos and Gummerus, 2014 stated that customers prefer meet their needs and
expectations. Before making any type of purchases, there are different stages from which
individuals go through. Among all the stages that are included, main focus is made for gathering
of information. For any of the products or services that people are willing to make purchases and
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when they are able to get appropriate information for the same, then it becomes favourable
enough to focus on the business in effective manner.
Digital marketing is a process in which delivered the information through the digital
channels like social media, mobile application, search engine optimization. Search engine
optimization is a technique to optimizing the content and the website will reach on the top of the
page. There are some importance of digital marketing that would provide the innovation to the
customer. Growth options for small businesses: they will select the efficient method of marketing
in the budget and reached to the audience (Taiminen and Karjaluoto, 2015). Email marketing is
the best medium through can be solve the queries of customer (Crittenden and Crittenden, 2015).
Digital marketing is a process in which delivered the information through the digital
channels like social media, mobile application, search engine optimization. Search engine
optimization is a technique to optimizing the content and the website will reach on the top of the
page. There are some importance of digital marketing that would provide the innovation to the
customer. Growth options for small businesses: they will select the efficient method of marketing
in the budget and reached to the audience (Kannan, 2017). Customer support is very important
because with the help of this support solve the problem of customer. Email marketing is the best
medium through can be solve the queries of customer. They will also provide the web-chat
facility. Connect to mobile consumer: the E-commerce site were running on the smart phones so
that customer directly access their phone to see the detail of product. It will be very convenient to
the customer because it can easily see the purchased detail of product and they also check the
new product on their smartphones (Confos and Davis, 2016).
RESEARCH METHODOLOGY
Research methodology is the framework of research study. In research methodology part,
researcher will provide information about the method which will be used in order to undertake
study in effective manner (Taylor, Bogdan and DeVault, 2015).
Research philosophy: It deals with source and enhancement of knolwedge level. In Saunders
research onion it has been mentioned that research philosophy should be firstly addressed by
researcher (Mackey and Gass, 2015). Positivism research philosophy will be selected by
researcher. By using this, researcher would be able to accomplish the aim and objective of the
study.
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Research approach: It has been classified into two approaches which are deductive and
inductive research approach (Lewis, 2015). Deductive research approach has been used by
researcher in their study where they have formulated hypothesis in the study. Inductive research
approach is used by researcher where they have formulated research questions in their research
study. Inductive research approach will be used in present study.
Research Design: Reserch design is the plan devised by the researcher in order to answer
research question (Flick, 2015). There are numerous types of research design which have been
used by researcher to carry out their research study. In present research study, researcher will use
exploratory research design. Here, researcher will explore the research questions before coming
to final conclusive solution to existing problems.
Research Strategy: In order to attain aim and objective of research study, researcher will use
quantitative research strategy (Silverman, 2016). Quantitative research strategy helps in
analysing numerical data in effective and efficient manner. With the help of quantitative research
strategy, researcher will be able to attain the aim and objective of research study. As data will be
collected using questionnaire method, quantitative analysis would be much better and efficient.
Data Collection: Data can be collected from two sources which are primary and secondary. As
this will be the primary research the data will be acquired by researcher either through
conducting surveys or interviews. In the present research study, researcher opts to select
questionnaire survey method to collect relevant data (Ledford and Gast2018). The survey will be
carried out at Morrisons where the participants of research would be marketing managers and
employees working at marketing department. They have adequate knowledge about marketing
methodologies used at Morrisons. Close ended questions will be asked and questionnaire will be
collected by hand.
Sampling: 20 marketing managers and employees will be selected randomly as sample of the
study. by using simple random sampling method. The benefit of using simple random sampling
method is that researcher does not have to know the name, age and experience of participants as
he or she has to directly approach to them and provide them questionnaire.
Data Analysis: In the present research study, researcher will use thematic analysis (Brinkmann,
2014). With the help of thematic analysis researcher will be able to analyse and interprets the
collected data in effective and efficient manner. Tables and graphs will be developed in the
analysis for the purpose of making research more effective and comprehensible for end users.
5

Ethical Consideration: The norms and policies followed by researcher are ethical consideration.
To make research study more effective it is vital for researcher to follow certain ethical norms
and consideration (Brinkmann, 2014). In the present research, researcher will ensure to explain
the motive of research study to the participants before providing them questionnaire. There
consent and willingness will be necessary. Researcher will also maintain confidentiality and
anonymity of the participants of research study. In this way, researcher will be able to enhance
the effectiveness of research study.
Research limitation: Research limitations are obstructions and barriers of research. In the
present research study, researcher assumed few limitations which could affect the quality and
efficacy of research. The limitations are described below: Resistance of participants: This is common in every research. Participants might resist
participating in the research study. This issue can become limitation of research.
 Data Collection and analysis: There are numerous methods of collection of data.
Researcher might got confused about selecting precise method of collecting data and
analysis.
Activities and Timescale
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INTRODUCTION
Digital marketing refers to the advertising delivered through digital channels such as
search engines, websites, social media and mobile applications. There are various forms digital
marketing such as paid search, social media marketing, content marketing, search engine
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marketing, email marketing, etc (Confos and Davis, 2016). In order to sustain in the competitive
environment it is essential and important for the management of business organisation to utilise
latest and advance tools to enhance their marketing tactics. Morrisons is retail supermarket chain
incorporated in United Kingdom and is also fourth largest organisation working in retail sector.
Organisation is well known for its digital marketing tactics which has been used in order to gain
attraction of consumer (Abela, 2016). The focus of present research project would be on
analysing the collected data gathered from questionnaire which has been provided to the
managers of Morrisons UK. On the basis of which discussion will be made and
recommendations will be provided in the study.
Purpose of research
The purpose of research study is to enable the understanding about the effectiveness of various
digital marketing strategies and application utilised by Morrisons to gain attraction of customers.
Consumer buying decision influenced from the marketing done by the organisation. Either using
print media or digital, their decision is partially based on the marketing tactics used by them. In
this context, the motive of this research is find particular digital marketing technique which
attracts consumers. The perception of consumers have been changed since the inception of
digital technologies. Marketers uses these technologies to gain competitive advantages. Thus, the
purpose of this study is to know about the perception of consumer regarding various types of
digital marketing.
Background of Study
Digital marketing indeed revolutionised the marketing and promotional activities done by
the business organisation (Kannan, 2017). Through digital marketing, organisations not only able
to promote its products and services but also identify the return on investment in very effective
and efficient manner. Researcher who have studied and proposed research paper have
straightforwardly said that traditional marketing methods are now replaced by digital marketing
methods which enhances the productivity and profitability of the organisation (Taiminen and
Karjaluoto, 2015). As it helps in saving time, cost and efforts of marketers, they usually prefer to
conduct marketing on digital platform.
METHODOLOGY
To enhance the effectiveness of research it is essential for researcher to selects precise
research methodologies. In this context, this part will contain explanation of research philosophy,
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research approach, research design and research strategy which researcher will selects (Taylor,
Bogdan and DeVault, 2015). Furthermore, this section will provide information regarding the
way of data collection, sampling and data analysis. Eventually, researcher will talks about ethical
norms which he or she must follow and research limitations that he or she may face while
conducting the research study. The research methods used for present study is described below: Research Philosophy: Research philosophy has been divided into four kinds which are
interpretivism, positivism, realism and pragmatism. In order to accomplish the aim and
objectives of research study, researcher used different philosophy according to the type
and motive of their study (Mackey and Gass, 2015). In order to attain the aim and
objective of the study, researcher has selected positivism research philosophy. Positivism
research philosophy adheres to the factual data obtained though observation. Research Approach: it is important for researcher to describe which type of approach of
research has been selected or will be selected by him or her (Lewis, 2015). As per
Saunders research onion, research approach is the second criteria which is to be
completed by researcher before proceeding further. In the present research study,
inductive research approach has been used. It helps researcher in accomplishing the
objectives of the study. Research Design: Many researchers have described definition of research design in
different ways. Some believes research design is the difference between qualitative and
quantitative research techniques while some believes that research design is the process
through which researcher gather precise data and analyse it (Flick, 2015). Exploratory
research design has been used in the research study in order to explore the research
questions more effectively and efficiently. Research Strategy: Research strategies are plans through which researcher able to attain
the aim and objectives of research study. As there are numerous types of research design
available for researchers it is essential for researcher to select appropriate strategy and
plans to attain the aim and objective of research study. The present research study is
quantitative (Silverman, 2016). Quantitative research study aid in analysing numerical
data effectively and efficiently. As questionnaire research instrument has been selected
for collecting data, quantitative research was appropriate to accomplish the aim and
objective of the study.
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 Data Collection: Data collection is the process through which researcher generates
relevant and precise information. In research study, description of process of data
collection is essential. There are two sources from relevant data can be acquired from two
sources which are primary and secondary sources (Ledford and Gast, 2018). In the
present research project, researcher gathered primary data by providing questionnaire to
the managers of Morrisons. Close ended questions has been asked to them and it has been
provided to them by visiting organisation. Sampling: Sampling is considered as important process in research study. It is the
process of restricting the number of population in a statistical survey. There are different
- different methods of sampling which has been used by researchers in order to conduct
survey (Brinkmann, 2014). As surveying large population of research is pragmatically
not possible for researcher thus, they prefer to take sample out of it. The sample of 20
marketing managers has been taken randomly and questionnaire has been provided to
them. Data Analysis: Data analysis is considered as crucial and essential process in research
study. There are different ways through which researcher can analyse and interprets data
and it totally depends on his or her choice of using the process for data analysis
(Humphries, 2017). In the present research project researcher selected thematic analysis
method in order to analyse the data into meaningful information.
 Ethical Consideration: The norms and policies followed by researcher are ethical
consideration. To make research study more effective it is vital for researcher to follow
certain ethical norms and consideration (Brinkmann, 2014). In the present research,
researcher has explained the motive of research study to the participants before providing
them questionnaire. There consent and willingness was necessary. Researcher also
maintained confidentiality and anonymity of the participants of research study. In this
way, researcher will be able to enhance the effectiveness of research study.
RESULT AND FINDINGS
In this part, the results and important findings derived from data collection will be described. It
will be represented by tables and figures. The results and findings are provided below:
Theme 1: Digital Marketing method prefers by Morrisons marketing management.
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Q1. Which type of marketing method prefers by Morrisons marketing
management?
Frequency
Digital Marketing 14
Traditional Marketing 6
Theme 2: Returns on investment can be easily measured which is why digital marketing
method is preferred for promotion of products and services.
Q2. Why do you prefer digital marketing method for promotion of
products and services?
Frequency
It is time saving 4
It is cost effective 2
Returns on investment can be easily measured 8
Loads of options 6
11
14
6
Digital Marketing
Traditional Marketing

Theme 3: Social Media advertising type of digital marketing tools and applications Morrisons
usually prefers.
Q3. Which type of digital marketing tools and applications Morrisons
usually prefers?
Frequency
Paid Search 3
Social Media advertising 7
Search Engine Optimisation 4
Email Marketing 6
12
4
2
8
6
It is time saving
It is cost effective
Returns on investment can be
easily measured
Loads of options

Theme 4: Customer attraction increased after using the particular digital marketing method.
Q4. After using the particular digital marketing method, do you feel that
customer attraction increased?
Frequency
Yes 14
No 3
Not Sure 3
13
Paid Search
Social Media advertising
Search Engine Optimisation
Email Marketing
0 1 2 3 4 5 6 7
3
7
4
7
Frequency

Theme 5: Digital marketing method changes the perception of consumers.
Q5. Does digital marketing method changes the perception of consumers? Frequency
Yes 13
No 4
Not Sure 3
14
Yes No Not Sure
0
2
4
6
8
10
12
14
16
14
3 3
Frequency
Yes No Not Sure
0
2
4
6
8
10
12
14 13
4
3
Frequency

Theme 6: Digital marketing methods helps in enhancing productivity and profitability of
Morrisons.
Q6. Is using digital marketing methods helps in enhancing productivity and
profitability of Morrisons?
Frequency
Yes 14
No 2
Not Sure 4
Theme 7: Increase customer base benefits Morrisons get after using digital marketing
methods.
Q7. What benefits Morrisons get after using digital marketing methods? Frequency
Increase customer base 8
Increase brand value 4
Increase productivity 2
Increase sales 6
15
Yes No Not Sure
0
2
4
6
8
10
12
14
14
2
4
Frequency

Theme 8: More use of different applications Recommend to the management for further
improvements regarding the use of digital marketing methods
Q8. Recommend the management for further improvements regarding the
use of digital marketing methods?
Frequency
Improving marketing tactics 4
More use of different applications 9
Increasing investment 5
No recommendations 2
16
Increase customer base
Increase brand value
Increase productivity
Increase sales
0
1
2
3
4
5
6
7
8
8
4
2
6
Frequency

DISCUSSION
Theme 1: Digital Marketing method prefers by Morrisons marketing management.
Interpretation: In the survey researcher inquired about the type of marketing methods used by
Morrisons. After analysing the sample of 20 participants, it was identified that 14 participants
agreed on using digital marketing methods whereas 6 participants agreed on using traditional
marketing method. Thus, from the analysis it can be understood that Morrisons prefers to use
digital marketing methods to promote products and services.
Theme 2: Returns on investment can be easily measured which is why digital marketing
method is preferred for promotion of products and services.
Interpretation: To attain aims and objectives of research study, researcher carried out the
research study at Morrisons. In the questionnaire, researcher asked the participants reasons for
using digital marketing. In this context, 4 participants agreed that it helps in saving time, 2
agreed on cost effectiveness, 8 agreed that returns on investment (ROI) can be easily measured
and 6 agreed that loads of options available in digital marketing.
Theme 3: Social Media advertising type of digital marketing tools and applications Morrisons
usually prefers.
Interpretation: In the survey, researcher inquired the participants the kind of digital marketing
methods they prefer to use for digital marketing. From the analysis of sample of 20 participants it
was identified that 3 agreed on paid search, 7 agreed on social media marketing, 4 agreed on
17
4
9
5
2
Improving marketing tactics
More use of different
applications
Increasing investment
No recommendations

search engine optimisation, 6 agreed on email marketing. Thus, social media marketing is mostly
used for digital marketing.
Theme 4: Customer attraction increased after using the particular digital marketing method.
Interpretation: Researcher in the questionnaire asked the participants of the study regarding
enhancement of customer attraction after using digital marketing. In this context, 14 participants
agreed with the statement that customer attractions got increased, 3 participants disagreed with it
and 3 participants were not sure whether customer attraction increased or not after using digital
marketing.
Theme 5: Digital marketing method changes the perception of consumers.
Interpretation: In the survey researcher inquired the participants regarding the perception of
customers got changed after using digital marketing. After analysing sample of 20 participants
responses it was identified that 13 participants strongly agreed with the statement, 4 participants
disagreed with the statement and 3 participants were not sure whether perception of customer got
changed or not.
Theme 6: Digital marketing methods helps in enhancing productivity and profitability of
Morrisons.
Interpretation: Researcher carried out survey at Morrisons where participants were marketing
mangers working in the organisation. They were asked about whether digital marketing methods
helps in enhancing the productivity and profitability of the organisation or not. From the analysis
it was identified that 14 participants agreed with the statement, 2 participant disagreed with the
statement and 4 participant were not sure about the issue.
Theme 7: Increase customer base benefits Morrisons get after using digital marketing
methods.
Interpretation: In the questionnaire survey, researcher asked the participants regarding the
benefits obtained by the management of Morrisons after using digital marketing methods. In this
context, after analysing the questionnaire data, it was identified that 8 agreed for increase in
customer base, 4 agreed on increase in brand value, 2 agreed on increase in productivity and 6
agreed on increase in sales.
Theme 8: More use of different applications Recommend to the management for further
improvements regarding the use of digital marketing methods.
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Interpretation: In the questionnaire survey researcher asked the participants to provide
recommendation for further improvement in digital marketing methods. In this context, 4
participants recommended the management to improve marketing tactics. 9 managers
recommended to use different applications, 5 participants recommended to increase the
investment and 2 participants have no recommendations. Thus, it can be implied that More use
of different applications Recommend to the management for further improvements regarding the
use of digital marketing methods
CONCLUSION
In the conclusion it can be said that digital marketing methods helps in enhancing the
growth and development of company. It is broadly used by today organisation in order to
enhance the customer base and brand value. Researcher carried out extensive research to reach to
the final conclusion. It can understood that digital marketing indeed replaced the outdated and
mainstream traditional marketing methods. The research constitutes research methodologies
RECOMMENDATIONS
After considering the above analysis, it can be recommended to the management of Morrisons to
enhance the marketing tactics and utilised more and more digital marketing methods and its
applications so that profitability and productivity of the organisation can be increased.
Furthermore, management needs to hire skilled and competent employees who can manage and
handle digital technologies efficiently. This will directly reflects on the increasing customers and
revenues.
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REFERENCES
Books and Journals
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APPENDIX I
QUESTIONNAIRE
Q1. Which type of marketing method prefers by Morrisons marketing management?
Digital Marketing
Traditional Marketing
Q2. Why do you prefer digital marketing method for promotion of products and services?
It is time saving
It is cost effective
Returns on investment can be easily measured
Loads of options
Q3. Which type of digital marketing tools and applications Morrisons usually prefers?
Paid Search
Social Media advertising
Search Engine Optimisation
Email Marketing
Q4. After using the particular digital marketing method, do you feel that customer attraction
increased?
Yes
No
Not Sure
Q5. Does digital marketing method changes the perception of consumers?
Yes
No
Not Sure
Q6. Is using digital marketing methods helps in enhancing productivity and profitability of
Morrisons?
Yes
No
Not Sure
Q7. What benefits Morrisons get after using digital marketing methods?
Increase customer base
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Increase brand value
Increase productivity
Increase sales
Q8. Recommend the management for further improvements regarding the use of digital
marketing methods?
Improving marketing tactics
More use of different applications
Increasing investment
No recommendations
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