The Impact of Digital Marketing in Enhancing Customer Attraction
Added on 2020-11-12
24 Pages5038 Words286 Views
The impact of digitalmarketing tactics inenhancing customerattraction and retentiontowards organisation; Astudy on Morrisons.
EXECUTIVE SUMMARYThe topic of research study is to analyse the impact of digital marketing tactics in enhancingcustomer attraction and retention towards organisation; A study on Morrisons. Digital marketingrefers to the practice where management of organisations uses digital technologies to deliverinformation regarding organisational products and services to the customers. To attain the aimresearcher carried out research study at Morrisons where he identified that majority ofparticipants agreed that digital marketing aid in enhancing the customer base of the organisation.
TopicThe impact of digital marketing tactics in enhancing customer attraction and retention towardsorganisation; A study on Morrisons.Introduction Digital marketing indeed assist in delivering effective quality of advertisement to targetcustomers in efficient manner (Villeneuve and Pasquier, 2017).. The focus of this researchproject will be on analysing the impact of digital marketing strategies in influencing customersattraction and retention of Morrisons. Morrisons is retail supermarket chain incorporated inUnited Kingdom and is also fourth largest organisation working in retail sector (Abela, 2016).Since the evolution of internet technologies, social media websites, search engine optimisationsites 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 providingtheoretical framework to the study. Furthermore, researcher will describe methods of researchthat 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 activitiesassociated with research study will be describe by the researcher. Aim and Objectives of research studyThe aim of present research is to analyse the impact of marketing strategies used by Morrisons inorder to enhance the attraction and retention of consumers. This aim will direct researcher tounderstand the type of digital marketing utilised by Morrisons in order to gain customerattraction and retention. ObjectivesThe 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 digitalmarketing can be done by Morrisons. Research QuestionsResearch 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 ResearchIn order to enhance the level of knowledge and understanding about the digital marketingmethodologies used by organisations, researcher opts to conduct research study. This researchwill provide an opportunity to undertake study on foruth largest supermarket operating in UnitedKingdom. and retail organisation in United Kingdom. This research will also provides anopportunity through which he or she could able to know more about the perception of consumersregarding digital technologies and digital marketing methods. Researcher will also able to knowabout consumer perception regarding digital marketing. The effectiveness of digital marketing inenhancing the growth and development of organisation will also be examined in the researchproviding opportunity to researcher as he or she can more explore the subject.Significance of researchThis research will helps the end users and readers of research by enhancing their level ofknowledge 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 thecourse of digital marketing by enriching their level of knowledge. Researchers and other authorswho are planning to conduct research analysis on aspects of digital marketing. In the end ofresearch, researcher will provide recommendations to the management of Morrisons which helpsthem in improving their existing methods of digital marketing and thus this research will beequally important for them. 2
LITERATURE REVIEWAs per Leitch, (2017) with time there are many changes that has taken place in relationwith technology. All these changes has boosted up customers requirement and interaction withcompanies. There are many social websites that help to interact with customers and indetermining their needs and requirements. Apart from this, the type of perception that are carriedout by individuals towards the post that are made can also be identified. In situation whencustomers do not prefer the services that are delivered or any type of issues are identified, thenmanagement can take up immediate steps to resolve them. Apart from this, there are variousproblems that are faced by customers and all these can identified with the help of variousmarketing 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 toCharlesworth, (2018) a customer becomes loyal when each time purchases made by them ishighly effective enough to satisfy all their need and requirements. Further, there are many peoplewho make use of digital technology like social media, email, etc. all these are effective enough tomake sure that proper consideration is made with the help of which management is able to focuson the target audience.Luangrath, Peck and Barger, (2017) started that preferences of people for the type ofdigital technology differs. It is important for the business to make sure that they are able to selectthe most suitable technologies with the help of which the set of goals can be attained. In all typeof activities that are implemented, it is essential that workers have proper understanding for thesame. There are certain set of roles and responsibilities that has to be played. When employeesfail 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 withcustomers. In conditions when they do not perform their set of roles in effective manner, then itmakes the business face serious issues and it also becomes difficult for them to reach theirdesired goals. In order to attain the set of goals, it requires to monitor the performance ofemployees and satisfaction level of customers. Grönroos and Gummerus, 2014 stated that customers prefer meet their needs andexpectations. Before making any type of purchases, there are different stages from whichindividuals go through. Among all the stages that are included, main focus is made for gatheringof information. For any of the products or services that people are willing to make purchases and3
when they are able to get appropriate information for the same, then it becomes favourableenough to focus on the business in effective manner. Digital marketing is a process in which delivered the information through the digitalchannels like social media, mobile application, search engine optimization. Search engineoptimization is a technique to optimizing the content and the website will reach on the top of thepage. There are some importance of digital marketing that would provide the innovation to thecustomer. Growth options for small businesses: they will select the efficient method of marketingin the budget and reached to the audience (Taiminen and Karjaluoto, 2015). Email marketing isthe 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 digitalchannels like social media, mobile application, search engine optimization. Search engineoptimization is a technique to optimizing the content and the website will reach on the top of thepage. There are some importance of digital marketing that would provide the innovation to thecustomer. Growth options for small businesses: they will select the efficient method of marketingin the budget and reached to the audience (Kannan, 2017). Customer support is very importantbecause with the help of this support solve the problem of customer. Email marketing is the bestmedium through can be solve the queries of customer. They will also provide the web-chatfacility. Connect to mobile consumer: the E-commerce site were running on the smart phones sothat customer directly access their phone to see the detail of product. It will be very convenient tothe customer because it can easily see the purchased detail of product and they also check thenew product on their smartphones (Confos and Davis, 2016).RESEARCH METHODOLOGYResearch 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 undertakestudy in effective manner (Taylor, Bogdan and DeVault, 2015). Research philosophy: It deals with source and enhancement of knolwedge level. In Saundersresearch onion it has been mentioned that research philosophy should be firstly addressed byresearcher (Mackey and Gass, 2015). Positivism research philosophy will be selected byresearcher. By using this, researcher would be able to accomplish the aim and objective of thestudy.4
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