Digital Marketing Strategies for SMEs

This assignment delves into the realm of digital marketing within the context of Small and Medium-Sized Enterprises (SMEs). It analyzes the various strategies SMEs employ for their online presence and growth. The focus is on understanding the motivations behind digital adoption, the challenges SMEs face in implementing these strategies, and best practices that contribute to successful outcomes. Several academic research papers provide evidence and insights to support the analysis.

Business research project

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
P1 objectives and aims of research project.................................................................................2
Aims and objectives....................................................................................................................3
Factors that contribute to procedure of research project selection.............................................3
Critical Literature Review..........................................................................................................4
Research Project Specifications..................................................................................................4
Procedures and plans...................................................................................................................6
P2 Research methods for primary as well as secondary data collection....................................7
TASK 2............................................................................................................................................8
P3 Project management Plan.......................................................................................................8
P 4 Analytical tools for analysing the research findings and data.............................................8
TASK 3..........................................................................................................................................10
P 5 Communicating the results of research project..................................................................10
TASK 4..........................................................................................................................................18
P 6 Effectiveness of research method applied for meeting objective of business research
project........................................................................................................................................18
P 7 Alternative research m ethologies.......................................................................................18
REFERENCES..............................................................................................................................19
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INTRODUCTION
The purpose of every organisation is to increase the suitability and achieve success in
highly competitive as well as dynamic business environment. There are various factors that can
assist company in achieving business goals and objectives. Among various components'
technology is the factor which support business entity in developing new products as well as aid
firm in bringing improvement in existing products or services. Innovation as well as digital
technology are the two main elements which allow company to increase its sales and
profitability. In present highly competitive business environment , it has become essential for
companies to implement digital technology at workplace. As this will help business venture in
differentiating itself from competitors and allows firm to gain competitive advantage in the
market.
The purpose of the research project is to identify the impact of digital technology on
marketing activity in a Tesco company. Assignment also have concentrate on identifying the
ways the digital technology can support firm in increasing sales as well as profitability. It also
has focus on recognising the way digital technology supports business entity in growth as well
as innovation procedure.
TASK 1
P1 objectives and aims of research project
The Tesco company can gain several benefits by employing digital technology within an
organisation. Business entity can increase its sales and profitability by using digital technology
for promotional or marketing activities. It will help firm in reaching wide number of
customers .Digital technology supports organisation in identifying the demands of customers. It
also helps firm in directly communicating with clients and sharing business objectives with them.
This activity also support an enterprise in developing strong relationship with customer and
gaining their loyalty. Digital technologies have high potential to transform business operations
such as marketing or promotional activities (Stankovska, Josimovski and Edwards, 2016) It is
considered to be as the very useful resource which also support the business entity in minimising
the cost which are associated with promoting as well as marketing of goods or services. Digital
technology also allows an enterprise to increase working efficiency (Quinton and Simkin, 2017)
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Aims and objectives
Aim: The purpose of the project to analyse the impact of digital technology on business
activities such as marketing. It also aids firm in reducing the negative effect of the changes in
external factors on business activities or operations.
Objectives:
 To increase the knowledge about digital technology.
 To identify factors which encourage firm to employ digital technology at workplace.
 To develop the understanding about the way digital technology help organisation in
achieving marketing objectives.
 To identify the strategy that can be used for improving promotional as well as marketing
strategy with the support of digital technology.
 To recognise the areas where Tesco company need to work to improve its marketing
strategy.
Research questions:
What do you know about digital technology?
What are importance of digital technology in improving marketing or promotional activities and
innovation in the Tesco company ?
What is relationship between digital technology and success of the organisation ?
How digital technology can help firm in ensuring its success and fostering growth?
Factors that contribute to procedure of research project selection
There are numerous factors which has encouraged the scholar to conduct the research on
the topic impact of digital technology on business activity. One of the significant factor which
has encouraged investigator to conduct research is the utilisation of digital technology by firm
for increasing sales and profitability. It has been identified from the investigation that there are
much advancement in technology which has been used by organisation for obtaining the
information about the consumer buying behaviour. The evidence which shows the impact of
digital technology on business is that , many of the companies by utilising digital technology has
able to increase customer base. This has been possible only with the support of digital
technology which has provided companies an opportunity to interact with customer , identify
their problems and provide client with effective solution. All these facts have motivated
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researcher to develop understanding about the impact of utilisation of digital technology have on
marketing activities in an organisation.
Critical Literature Review
According to the opinion of Caniëls, Lenaerts and Gelderman, (2015) digital technology
is an effective resource which plays crucial role in driving organisation towards achievement of
marketing objectives. With the support of digital technology , the firm can generate brand
awareness. By implementing digital technology the organisation can differentiate itself from
competitors. Digital technology also provides company an opportunity to promote or sell its
goods or services in global market. According to the view of Prescott, Gray and McDonagh,
(2015) digital marketing is the suitable as well as useful tool by utilising which an organisation
can focus on the customer demand and requirement in global market. But Quinton, Canhoto and
Budhathoki, (2017) has argued that digital technology also helps in proper functioning in the
business environment to gain more profits and revenue. According to the opinion of Prieto
Martín and Ramalingam, (2016) who states that digital technology can be used by firm for
delivering innovate products as well as additional services to customers.
As per the view of Prieto Martín and Ramalingam, (2016), there are several factors which
encourage an organisation to implement digital technology at workplace. Among the several
variables some constituents are increase in competition , productivity, employees demands,
customer needs , change in business and market trend etc. According to the opinion of
Stankovska, Josimovski and Edwards, (2016) who interpreted that digital technology should be
implemented within an enterprise, as this will help business entity in generating creative results.
Research Project Specifications
In order to create research specification, there are different tools as well as techniques has
been used which has assisted scholar in creating the plan for implementation of digital
technology within an enterprising for high growth of Tesco company. It is required by the
investigator to review information which will help researcher in analysing or measuring the
effect of digital technology on marketing activities.
Design of the research :As the present research topic is to analyse the impact of digital
technology on the marketing activities in an enterprise , scholar will use descriptive research
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design for conducting investigation. However, depth analysis of digital technology is required
in where descriptive design of research will be used by investigator.
Investigation approach :In present research, the scholar will use inductive investigation
approach for executing research in systematic manner.
Philosophy of research:As the application of digital technology has much of the positive impact
on the marketing activities in an organisation. So scholar will use positivism as the philosophy.
This philosophy will support investigator in demonstrating the positive impact of digital
technology on marketing or promotional activities carried out by firm.
Sampling :In present research, scholar will use simple random sampling technique in which the
investigator has selected 20 employees from within the Tesco company . As it is easy to use and
Tesco company has large number of workforce, it would not be possible for scholar to conduct
interview from each and every employees , therefore investigator will use random sampling
technique.
Strategy for conducting research: Qualitative as well as quantitative are the two important
strategies that can be adopted by the scholar. In present , the subject matter investigation is to
analyse the impact of digital technology which is theoretical nature. This is the reason resercher
will use qualitative strategy for gathering data or information.
5

Procedures and plans
6

In present investigation, scholar have focus on identifying the several techniques or
methods to support Tesco company in improving marketing or promotional activities. Scholar
have taken high initiatives to get information about the different perception or views of
employees about implementing or utilising the digital technology in marketing department. With
the passage of time , there has been tremendous development in digital technology. So it has
become important for investigator to establish targets in order to analyse the effect of digital
technology in marketing field. This strategy will also support scholar in identifying the effect or
influence of digital technology on customers as well as profitability of tesco company. In this
context, various themes determine in literature review for increasing profits as well as revenue:
 Concept as well as importance of Implementation of digital technology within an
enterprise.
 Factors which encourage organisation to employ digital technology in marketing
field.
 Relationship between digital technology and Tesco.
 Methods or ways to improve market performance by using digital technology.
P2 Research methods for primary as well as secondary data collection
There are mainly two origins such as primary as well as secondary source which can be
used for collection of data or information in order to reach some conclusion. It is required by the
scholar to select appropriate source for collection of data. As this factor has great effect on the
outcome and overall performance of scholar. It also has major and significant influence on
organisation decision related to implementing digital technology in field of marketing. Relevant
source assist company in making suitable judgement. The Method which can be used for
gathering primary source of data include questionnaire , interview , personal interview etc. All
this technique of primary source of data collection is effective, as this assist scholar in ensuring
the reliableness, accuracy and completeness of information. The another source of data collection
is secondary sources in which the information is collected from books, library , newspaper ,
article etc. (Mackey and Gass, 2015)
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TASK 2
P3 Project management Plan
Before starting the investigation , it is essential for researcher to consider various factors
such as time , scope , quality, cost , resources, communication , ethical considerations etc.
Cost : Financial resources is necessary to conduct research in systematic manner. Without the
money it is impossible to conduct investigation. Travelling expenses , stationery, internet
expenses , printing etc. Are some of the cost associated with executing investigation.
Scope of research: Digital technology is very big concept in the business context by which bring
innovation as well as improvement can be bought in promotional activities. By implementing
digital technology, Tesco can promote its goods or services at very large scale with minimum
cost of marketing.
Time:This is the crucial factor in investigation factors which is required to be managed in
effective manner. Scholar may face difficulties in investigation due to the short time span. In
order to manage the time for investigation and conduct each activity in fixed time period, scholar
has adopted work break down structure as well as Gantt chart by which each activity in
investigation can be conducted within specific time duration.
Ethical issues: The interview is conducted in systematic manner. None of the participant has
been force to provide information. Before starting the interview participant has been informed
about the objective of the study. Information obtained by the participants has been kept
confidential and will not be shared by third party in future as well (Morgan-Thomas,2016)
Access- It is required that proper access to all the resources should be made available for
attaining project in the best possible manner. The resources such as technical, finance, human
resources re required for conducting investigation in a better way. Further, primary and
secondary data should be readily available for attaining complete research within time.
P 4 Analytical tools for analysing the research findings and data
Design of the research : There are several types of designs which can be used for executing
investigation in systematic manner. Some of research design are exploratory , explanatory ,
experimental and descriptive. As this will help researcher in demonstrating the advantages as
well as disadvantages of implementing digital technologies for improving marketing or
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promotional activities. The other reason behind selection of this specific research design is that
scholar does not have depth knowledge about technology.
Investigation approach: Inductive as well as deductive are the two main approaches which can
be used by the scholar. The case scenario begins with the very general information such as
concept of digital technology and end with the appropriate as well as specific portion such as
analyse of its impact on marketing operations of Tesco organisation.
Philosophy of the research:It is considered to be as a useful as well as beneficial tools for
collecting data from various sources. Research philosophy is considered to as suitable tools as it
supports investigator in developing detail understanding about objective. Research is based on
mainly two types of philosophies these are positivism as well as interpretivism. It will also
allow the way digital technology will help business entity in increasing sales and profitability.
This philosophy will also support scholar in collection of data related to subject matter of the
research (Mukhopadhyay and Gupta, 2014)
Methods of data collection:In investigation, data collection is important element , as without the
information scholar will not be able to reach to a final conclusion. It is essential for in research to
collect data from reliable source. As this will help investigator in ensuring complete and accurate
information which will further assist researcher in reaching to the suitable as well as effective
conclusion (Daudt, van Mossel, and Scott, 2013)There are mainly two sources from where the
data or information can gathered by scholar these are primary and secondary data collection. The
methods that will be used by scholar in present research for accumulating data or information is
primary source. Investigator has appointed a candidate for conducting interview from the
participant in order to analyse the effect of digital technology on marketing activities. The
another method that will be adopted by researcher for collection of primary data is questionnaire
in which the all the question related to the digital technology and its impact will be asked by the
employees working in Tesco company. This method of data collection will help scholar in
judging the knowledge as well as technical skills of workers in an organisation which will further
support investigator in making appropriate suggestion to company. Books , journal , magazines
will be used as the secondary source for collection of information about the impact of digital
technology.
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Sampling techniques:Sampling is considered to be as another most crucial technique in the
research methodology which help to investigator in reaching to an effective outcome. With the
support of this technique Scholar can select some number of people from the wide population.
There are several methods can be used for selecting few participants from the population these
are cluster sampling, systematic random sampling , simple random sample etc. (Brody and
Pureswaran, 2015)
Analysis of data:To reach to some results and determine conclusion of the research issues,
analysis part has very integral role where statistical as well as thematic tools are included. At
this present case, thematic method will be used by the scholar for analysing the data or
information collected. Data analysis is important part of research as , it helps investigator in
eliminating the biasses and inaccuracy in information. It also supports scholar in drawing
conclusion and making the information understandable as well as useful for the user (Hernandez,
Prieto Martín and Ramalingam,2016)
TASK 3
P 5 Communicating the results of research project
The Present research has been executed at small scale due to the lack of sufficient
resources as well as time. Purpose of investigation is to analyse the effect of digital technology
on the marketing or promotional activities in Tesco organisation.
1. Do you have knowledge about the concept and importance of digital technology in
marketing field?
 Yes
 No
 Little knowledge
2. Digital technology will be helpful in increasing …....
 Sales
 Profitability
 productivity
 All of the above
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3. Digital technology assist organisation in increasing customer base.
 Agree
 Disagree
 Partly agree
4. Which of the following features digital technology offers in context of business?
 Online forms for collecting customer information
 Online payment
 Innovation
 First and last options
5. What are the main benefits of implementing digital technology in marketing field?
 Customer satisfaction
 Increase sales
 Rise in Profits
 All of the above
6. Did the introduction of a digital Technology result in any of the following business
changes?
 Improve in marketing activities
 Increase in productivity
 Working efficiency
 All of the three options
7. How does presently promote their products or services?
 Marketing campaign
 Use of Social media
 Use of print media, television
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8. Recommending the appropriate tools as well as techniques for employing digital
technology in marketing field.
Theme 1 : Employees have knowledge about the concept and importance of digital technology in
marketing field?
Do you have knowledge about the concept and importance
of digital technology in marketing field?
 Yes 12
 No 3
 Little knowledge 5
Interpretation:It has been identified from the given information in table that majority of
employees in Tesco company have knowledge about the concept of digital technology and its use
in marketing activities. This will help firm in successful implementation of digital technology in
marketing field. These are the some employees who can help organisation in improving
promotional activities with the support of digital technology. It has been analysed from the data
that there are only 3 employees who do not have knowledge about digital technology.
12
Yes No Little knowledge
0
2
4
6
8
10
12
14
Series1

Theme 2 :Digital technology will be helpful in increasing
Digital technology will be helpful in increasing ….... Frequencies
 Sales 2
 Profitability 5
 productivity 3
 All of the above 10
Interpretation: The digram shows that digital technology is beneficial in increasing sales ,
profitability and achieving overall marketing objectives. When this question have been asked to
selected workers among 20 candidates 5 employees has said that digital technology will help in
increasing productivity while some have interpreted that it will help in increasing sales as well as
profitability.
Theme 3:Digital technology assist organisation in increasing customer base.
Digital technology assist organization in increasing
customer base. Frequencies
 Agree 15
 Disagree 2
13
Sales Profitability productivity All of the above
0
2
4
6
8
10
12
Frequencies

 Partly agree 3
Interpretation: When this specific question have been asked by employees' majority of the
candidates were agreed with the fact that digital technology will assist firm in increasing
customer base. The organisation can attract customers by developing innovative products with
the support of digital technology.
Theme 4: Features digital technology offers in context of business
Which of the following features digital technology offers
in context of business? Frequencies
 Online forms for collecting customer information 6
 Online payment 2
 Innovation 5
 First and last options 7
14
Agree Disagree Partly agree
0
2
4
6
8
10
12
14
16
Frequencies

Interpretation: The above information represents that digital technology offers in context of
business offers features of Online forms for collecting customer information as well as
innovation.
Theme 5 : The main benefits of implementing digital technology in marketing field
What are the main benefits of implementing digital
technology in marketing field? Frequencies
Customer satisfaction 5
 Increase sales 4
 Rise in Profits 4
 All of the above 5
Interpretation: when this question have been asked by the participant , majority of the employees
in Tesco company has stated that he main benefits of implementing digital technology in
15
0
2
4
6
8
Frequencies

marketing field is that It enables company to provide high level of satisfaction to customers.
While same percentage of workers also have stated that digital technology can support business
entity in increasing sales , profit and customer satisfaction.
Theme 6: introduction of a digital Technology result in any of the following business changes
Did the introduction of a digital Technology result in any of
the following business changes? Frequencies
 Improve in marketing activities 4
 Increase in productivity 2
 Working efficiency 6
 All of the three options 8
16
Customer satisfaction
Increase sales
Rise in Profits
All of the above
0
1
2
3
4
5
6
Frequencies

Interpretation: When question introduction of a digital Technology result in any of the following
business changes the majority of employees have interpreted that digital technology can be used
for improving marketing activities , increasing productivity and enhancing working efficiency.
But it has been concluded from the above information that digital technology has major positive
impact on the marketing or promotional activities.
Theme 7: presently company uses following technique for promoting their products or services
How does presently promote their products or services? Frequencies
Marketing campaign 5
 Use of Social media 10
 Use of print media, television 5
17
Improve in marketing activities
Increase in productivity
Working efficiency
All of the three options
0
2
4
6
8
Frequencies

Interpretation:It has been identified from the information provided by Employees that Tesco
company is still using old techniques for promoting goods or services. This is the factors that
firm has not able to gain market share and much recognition in the market. It is required by the
marketing team in an organisation to use modern technology for promoting brand which will
assist firm in increasing sales as well as profitability. Digital technology will also support
business entity in providing high level of satisfaction to customers.
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Marketing campaign
Use of Social media
Use of print media, television
0
2
4
6
8
10
12
Frequencies

TASK 4
P 6 Effectiveness of research method applied for meeting objective of business research project
By executing the investigation on digital technology , I have developed the depth understanding
about the concept of digital technology and its impact on the marketing. I have learned to
implement digital technology in marketing field. I have able to gain technical knowledge which I
can use for conducting research in the future. I have identified the factors that influence company
to implement digital technology at workplace. I have learnt about different kind of digital
technology and its implication upon the business activities. I have able to improve my analytical
ability which is very important for career growth in this field. I have conducted survey for 20
employees in the Tesco organisation. By this research and data collection have able to improve
my communication ability and interaction skills (Hutchinson, Donnell and Reid, 2015) I have to
accomplish all activities on the specific time period by which my time management ability has
been also improved by this investigation. By conducting this survey , I have realised that I have
high influencing power due to which I have been successful in mortising firm to implement
digital technology in marketing field.
P 7 Alternative research m ethologies
By gathering information about the impact of digital technology in marketing field within
an organisation, It has been realised that this is very much beneficial in order to achieve
marketing objectives. Implementation as well as regular up gradation of digital technology
required huge capital investment (Foroudi, Foroudi and Duda,2017) Capital investment is major
problem for Tesco to implement digital technology at workplace. As if in case this is the wrong
decision , then in such case , it can have negative and long lasting effect on the financial
performance of business. It has also been analysed from the investigation that implementing
digital technology, company can bring innovation as well as improvement in marketing activities
which can further support organisation in increasing sales as well as profitability. In this present
research, researcher have use primary data collection method with qualitative technique of
investigation. In addition to this, researcher can utilise quantitative technique in this investigation
for identifying the solution. If scholar implement quantitative research technique then researcher
have to apply secondary data collection method (Caniëls, Lenaerts and Gelderman, 2015)
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