Evaluating the Effectiveness of Internet Marketing for Small Enterprises

This assignment delves into the significance of digital marketing for Small and Medium Enterprises (SMEs). It begins by discussing the Global Digital Marketing Gap, introducing internet marketing as a crucial aspect of business strategy. The questionnaire provided allows respondents to assess their understanding of internet marketing and its applications in SMEs. It also inquires about the perceived effectiveness of internet marketing in improving customer retention and sales benefits, as well as its potential to increase profit within five years. Furthermore, it questions whether people are paying more attention to online marketing and whether being an SME can help explore global markets through digital marketing.

To analyse the usefulness of
internet marketing for SME
businesses while operating a
business in UK

ABSTRACT
Purpose:
This study aims at analysing the impact and usefulness of internet marketing on
performance of small and medium enterprises.
Research-methodology:
For executing the research this study uses exploratory design and inductive approach.
Interpretivism philosophy is also used for qualitative analysis of data. In this report through
random sampling method 50 employees of Plan.com are taken as samples for the study. The
primary data collection methods are employed to gather the data and for analysing this data
thematic analysis has been used in this research.
Findings:
It has been analysed from the study that internet marketing brings significant changes in
performance and growth of SMEs into the global economies. This marketing approach also
enables organisations to enhance their productivity and efficiency.
Limitations:
To develop better clarity and understanding it would have been beneficial if the
corresponding challenges related to online marketing were also included. However this limitation
does not affect the reliability of the findings.
Recommendations:
It is recommended that for achieving the desired success goals SMEs must employ
effective practices of internet marketing so that organisations can sustain their growth in
competitive environment as well.
Value:
There are considerable number of small enterprises who has potential to explore the vast
opportunities across the globe. This study helps in determining the benefits of internet marketing
which can encourage SMEs to reach new levels of growth and success.
Keywords: SME, Internet marketing, online and digital marketing tools

TABLE OF CONTENTS
ABSTRACT ....................................................................................................................................2
.........................................................................................................................................................4
ACKNOWLEDGEMENT ..............................................................................................................5
DECLARATION ............................................................................................................................6
CHAPTER 1: INTRODUCTION....................................................................................................7
1.1 Study overview ................................................................................................................7
1.2 Aim ..................................................................................................................................9
1.3 Objectives ........................................................................................................................9
1.4 Research questions ........................................................................................................10
1.5 Rationale of research .....................................................................................................10
1.6 Significance ...................................................................................................................11
1.7 Scope of the study .........................................................................................................12
CHAPTER 2: LITERATURE REVIEW ......................................................................................13
CHAPTER 3: METHODOLOGY ................................................................................................21
3.1 Research design .............................................................................................................21
3.2 Research approach .........................................................................................................21
3.3 Research philosophy.......................................................................................................22
3.4 Sampling.........................................................................................................................23
3.5 Data collection ...............................................................................................................24
3.6 Data analysis...................................................................................................................24
3.7 Ethical considerations.....................................................................................................25
CHAPTER 4: DATA ANALYSIS AND DISCUSSION .............................................................27
CHAPTER 5 : SUMMARY AND CONCLUSION .....................................................................42
REFERENCES .............................................................................................................................47
APPENDIX....................................................................................................................................52

ILLUSTRATION INDEX
Illustration 1: Traditional and internet marketing............................................................................5
Illustration 2: Need of internet marketing........................................................................................8

ACKNOWLEDGEMENT
I would like to give my sincere thanks and gratitude to my professors and mentors who
provided me the guidance and support so that I can accomplish this projects. Their regular
encouragement and motivation helped me to explore vast sources of knowledge which was
essential for successful accomplishment of this study. Secondary I also want to dedicated my
success in completing this work to my family members and friends who gave me emotional and
moral support. Their cooperation and support helped me to manage the time frame of finishing
this project.

DECLARATION
I sincerely declare that this research project with title”To analyse the usefulness of
internet marketing for SME businesses while operating a business in UK” is carried out by me
under the guidance of my research supervisors. I also declare that this dissertation has not formed
previously as the basis for award of any educational, fellowship or similar programs.

TITLE: - Analyse the usefulness of internet marketing for SME businesses in UK
CHAPTER 1: INTRODUCTION
1.1 Study overview
Internet marketing is defined as the method to promote products and services among
customers with the help of internet and related tools. It is also known as the online marketing and
is considered as one of the most influential and inexpensive way to achieve marketing goals.
Contrary to the conventional approaches of marketing, internet marketing is more customized
and provide more effective solutions to business (Mathews and et.al., 2018). This marketing
encompasses various strategies and marketing tactics for creating brand awareness among target
audience of the business.
For SMEs, internet marketing is considered as the tool which can help them to explore
the international customers as well as way to optimize their benefits and operational costs. The
SME which uses the conventional methods such as posters or advertisements can no longer exist
in the competitive marketing environment (Järvinen, Töllmen and Karjaluoto, 2015). Contrary to
other marketing methods internet marketing provides a two way communication path for
organisation (Valaei and et.al., 2016). For instance Plan.com is one of the leading telecom
service providers which is providing its services in UK. The internet marketing methods used by
the organisation allows its customers to interact with the SME whenever they required.
The marketing authorities of the SMEs can analyse the needs and perspectives of their
target customers with the help of these marketing tools (Girchenko and Ovsiannikova, 2016).
Online marketing includes the methods such as email marketing, paid media and various search
engines. The internet marketing helps to execute the performance evaluation which is one of the
most important aspects for the long term success of any company. This study is focused on
analysing and comparing these benefits of internet marketing from perspective of both SME and
consumers. Most of the people are using digital technology for entertainment and business
purpose.
Thus, use of internet marketing tool enable SME to target the masses on a single platform
without making additional cost and effort to search that where it can find people who may buy
the products and services of organisation (Fernandes and et.al., 2018). The use of internet
marketing creates huge differences in terms of operational cost. The profitability and operational

range of SMEs has increased because with the internet marketing they are able to approach wide
range of customers. These benefits formulate the background of the study.
The study will focus on the various advantages provided by internet marketing tools such
as search engine marketing, social media, chat and email marketing as well as paid methods of
promotion (Galan-Ladero and Galera-Casquet, 2019). Internet marketing has the capability to
measure the response of people on any particular event or action of the organisation. Thus
instead of predicting the response of people internet marketing allows SMEs to actually analyse
the purchasing behaviour of the customers and the factors which are affecting this behaviour.
According to Ward., (2018), in 2017 there has been 16% increment in online retailing of
products. This statistic shows that people are spending more time on digital platforms. Thus, the
reviews and presence of the business organisations on these digital platforms can make
significant differences to the overall performance of SME (Järvinen, Töllmen and Karjaluoto,
2015).
(Source: Digital Marketing vs Traditional Marketing: Which Produces Better ROI?, 2018)
Illustration 1: Traditional and internet marketing

The promotion of SME by using digital marketing tools makes the brand name of the company
very popular. It helps customers to easily trust and recognise the SME among pool of other
service providers. Thus, the effective internet marketing are now becoming the key performance
indicator of the SME. Due to this reason there has been tremendous increase in the trends of
online marketing. The research project is based upon evaluating benefits of internet in marketing
process which makes it as an essential part of the business process.
However, the marketing outputs can be made more productive with internet marketing.
The digital marketing enhances the transparency in the performance evaluation and strategies of
the business organisations. The SMEs such as Plan.com can use internet based promotion to
explore the innovative ideas and strategies followed by more successful organisations. The
performance evaluation and brand value management through internet marketing encourage and
motivates experts to amend their marketing concepts and strategies as per the demand of
business trends as well as the latest creative ideas.
The internet marketing also helps to perform the risk evaluation. For instance before
making any decision or strategy the SMEs can interact with its service users via online platforms.
The reviews will help organisation to accomplish its marketing plan with maximum efficiency.
The study will analyse this effectiveness and utility of internet marketing in making business
processes of SME more profitable.
1.2 Aim
To analyse the usefulness of internet marketing for SME businesses while operating a
business in UK and Australia: A study on Plan.com.
1.3 Objectives
 To understand the concept of internet marketing and its significance.
 To identify benefits of the internet marketing in Plan.com
 To interrelate internet marketing and global operations in the chosen business.
 To recommends ways through internet marketing elements could be used in the
enterprise.

1.4 Research questions
 What do you understand the concept of internet marketing and its significance?
 What are the benefits of the internet marketing in Plan.com?
 How interrelate internet marketing and global operations in the chosen business?
 What are the ways through internet marketing elements could be used in the enterprise?
1.5 Rationale of research
This research is very essential for providing a direction to SMEs that how they can reach
to new success levels by implementing this evolving form of marketing. One of the key reason
for conducting research on usefulness and advantages of internet marketing is to analyse the
increasing participation of internet marketing in every aspect of business. The SMEs are
exploring this approach to improve the efficiency of their operational activities and to minimize
operational costs (Trusov, Rutz and Bucklin, 2017). Thus, it has become a matter of interest that
how SME can drastically enhance its customer experience by using internet marketing. With the
globalisation trends most of the leading brands are aiming to explore the scope of their services
to international market instead of restricting their services to specific geographical area.
The study of internet marketing benefits will help SMEs to gain competitive advantage
among other dominating organisations (Shen and et.al., 2016). Thus, the execution of this
research will provide suitable assistance to formulate the effective strategies for the
accomplishment of marketing activities within small enterprises. It will also reduce the failure
risks for such organisations.

(Source: Digital Marketing vs Traditional Marketing: Which Produces Better ROI?, 2018)
1.6 Significance
The study of internet marketing uses in context of business performance and profit of
SME is highly significant. It will help innovative entrepreneur to understand the role and
importance of internet marketing. The benefits of internet marketing in the growth of SME also
include several challenges and adverse implications. Thus, the study will help business
organisations to evaluate these attributes. The overview of the growth and success of Plan.com
with the help of internet marketing will help business organisation and researchers to develop
suitable conclusions related to the importance and impact of internet marketing (Galan-Ladero
and Galera-Casquet, 2019).
Another significant benefit of this research project is that it will provide a guideline that
how business groups can implement internet marketing and can increase their global presence. In
the academic researchers also this project will assist aspirants to develop an understanding of the
latest trends in internet marketing and how these can be used to improve overall performance
efficiency of the small and medium enterprises (Mathews and et.al., 2016). The study is also
important for the Plan.com because the organisation can analyse its own performance and new
Illustration 2: Need of internet marketing

improvement models of internet marketing which can bring desired level of profitability to the
SME.
1.7 Scope of the study
The research objective covers a wide range of discussion and growth opportunities. By
the evaluation of scope and benefits of internet marketing Plan.com will be able to explore the
growth possibilities in international market as well. However, it is very essential for SMEs to
analyse the various aspects of internet marketing such as possible threats, risks and extent of
benefits which can be achieved by digital tools (Bogdanova and et.al., 2016).
The research will not only focus on the bright side of the internet marketing but will also
include a critical discussion of the risk possibilities which must be addressed by the business
organisations before directly implementing internet marketing techniques. The study will also
help to understand and explore the relevant related subjects such as security concerns in digital
world, role of information technology in business and marketing process as well as changing
advancements in the marketing strategies of the SME (Bianchi and Mathews, 2016). This
research study will also help to build a foundation of more academic researches which are aimed
at evaluating the growth of SME within UK and Australia and international context by using
effective marketing approaches.

CHAPTER 2: LITERATURE REVIEW
Concept of internet marketing
According to Mathews and et.al., (2016), internet marketing is defined as the process
which facilitate the execution of business strategies in a way which can meet the expectations
and needs of both customer and business organisation by building good consumer relations
through online platforms. In the same context Bocconcelli and et.al., (2018), describe internet
marketing as application of digital technology with conventional marketing and communication
process for achieving the marketing goals of the business. It holds great importance for small
enterprises which are always aiming at expanding their operational scope. The internet marketing
provides SMEs an effective tool through which they can target global level customers. This is
considered as one of the most inexpensive and easily available strategy which provides benefits
in terms of cost efficiency, quality and performance.
Internet marketing is one of the most trending buzz among SME because it gives an
opportunity to these organisations so that they can explore their business functions and can
acheive objectives. According to Brouthers, Nakos and Dimitratos, (2015), internet marketing
provides a suitable and effective platform to analyse and conclude the direction in which
maximum number of people can be influenced. Internet marketing is also used by SME to
conduct the market research. For example though Plan.com is well established in UK but for
exploring its buisness it analyse the response and needs of its customers through internet.
On the other hand Järvinen, Töllmen and Karjaluoto, (2015) argued that in order to
sustain its position among other service providers the SME may require evaluating its growth
and response of people towards the brand. For this purpose the internet marketing provides quick
and cost effective solution. With the growing technologies the new start ups are increasing day
by day with innovative concepts. Thus, it has become challenging for SMEs to sustain their
position and business growth in competitive environment.
As per discussion in Donnelly and et.al., (2015), the business organisations can raise their
followers and customers by internet marketing without adding any extra burden on its
operational cost. The use of this technology is not only beneficial from marketing perspectives
and its related cost but can also improve the efficiency of other functional areas of the business.
As per the views of Child and et.al., (2017), the different customer segments and their needs can

be classified on the basis of their activities and response received towards the organisation. Thus,
it becomes necessary for SME to use these vast opportunities and to address the pool of
consumers in the international markets.
In the same context Ainin and et.al., (2015), believes that there are several reasons which are
encouraging SMEs to shift from conventional to online marketing trends. These marketing
methods are highly effective in terms of cost. In minimum cost these approaches are capable to
communicate and promote the services to a greater extent.
Trusov, Rutz and Bucklin, (2017) explained that the online promotion of the services
helps individuals to analyse overall performance and efficiency of each functional unit of the
business. In similar context Valaei and et.al., (2016) expressed concerns that when SMEs
communicate with their customers through these tools then it not only increases market value of
company in terms of service quality but also acknowledge the functional unit which influences
the consumers perspective towards the brand. Like some people may give positive feedback
regarding human resources while the others may appreciate the innovations followed by the
SME.
One of the benefit of internet marketing concept is that the online presence of target
audience is not restricted by the physical presence. Thus, the SME can provide its services to
wide range of market and customers. The internet marketing provides the services which are
interactive in nature. It means that there is an immediate communication between people and
service providing SME. The quick response to the needs of customers is considered as the
primary factor in achieving success and business objectives.
Ramanathan, Subramanian and Parrott, (2017) argued that, the business organisations
cannot deny the influence of internet on their performance. For example the reviews published
by the service users or critics on social networking sites or online discussion forums can change
the purchasing decisions of buyers as well as investors. Hence, it is very vital for the SME to
focus on managing its internet marketing trends. Contrary to the above discussion Fadil, 2015)
believes that an inappropriate review or drawback in the service quality can rapidly become news
influencing the brand value and image of the organisation.
Impact of internet marketing on performance of SME

As per the views of Fadil, (2015), apart from exploring the international market
opportunities the internet marketing also provides several other operational benefits to SME .
The use of internet and digital platforms enable organisation to access the information of market
trends quickly. For example the active presence of social media can provide valuable information
about needs of customers and the latest trends in the telecommunication services. The broad
access to information resources through internet marketing tools helps organisations to
implement more productive decisions.
In the same context Donnelly and et.al., (2015) believes that , it also helps organisation to
mitigate the possible risks in business process. For instance before launching any new telecom
service organisation can conduct online surveys. This survey can provide information that which
changes are appreciated by the target audience in service quality and products of service
providing organisation. Thus it will help organisation to develop products or services which have
minimum risk of failure. The regular interaction has been the key element of enhancing
performance efficiency of the SMEs.
For sustaining the growth small enterprises must be innovative in terms of its services as
well as operations. With the increasing user of internet there has been great rise in the
organisations providing telecommunication services. Thus companies requires to be quick and
highly oriented towards quality of customer services. According to Quinton and et.al., (2018),
the use of internet marketing encourages the efficient coordination between inter-organisational
teams. These teams can be extended to global level as well. Most of the SMEs and large size
enterprises are using internet marketing tools to resolve the queries of their stakeholders, to
analyse the trends and innovations as well as to exchange the business information.
Trusov, Rutz and Bucklin, (2017) argued that SMEs can also increase their customer
experience by using internet marketing. Contrary to the earlier practices now people do not find
it necessary to visit the organisations . They can simply interact with the officials of the
organisation and can acknowledge them with their complains or suggestions . It has increased the
transparency in the operations as well. Every functional aspects such as sales reviews, growth
statistics of business and innovations in the services are accessible and visible to the consumers
and suppliers. Girchenko and Ovsiannikova, (2016) stated that it motivates organisation to

strictly follow the quality benchmarks in its services so that there are no negative reviews
regarding its services .
The functional units of SMEs can interact with each other at any instant of time. It gives
a positive message to the customers that organisation is always available to provide services and
they can freely trust the SME. Trusov, Rutz and Bucklin, (2017), states that the traditional
marketing approaches lacks this feature to monitor and analyse the response of the target
audience. However by adopting this the customer experience can be easily reviewed. It also
provides an opportunity to SME to provide customized services. Internet marketing aims at
reducing the marketing expenses without limiting the advertising scope or customer support.
Along with the benefit of creating brand awareness internet marketing also provide
support in terms of customer satisfaction. After implementation of discussed marketing strategy
and approach business organisations does not require any additional plan for managing its
consumers. Shen and et.al., (2016) explained that the internet marketing allows organisation to
interact with the people and to provide desired solutions as per their requests. Thus the the
integration of marketing process with the internet and digital technology is vital for assuring the
operational efficiency as well as future growth of SMEs to international market.
Dependency between business activities and internet marketing in global context
According to Ramanathan, Subramanian and Parrott, (2017), internet marketing is vital
for maintaining the relations and communication with the customers as well as suppliers
irrespective of distances. The internet marketing provides equivalent market access to Plan.com
as provided to large enterprises. In this way the SME can have more frequent communication
with local as well as international consumers. For exploring the services to international market
it is essential for small enterprises to have necessary information regarding international trade
and business laws, purchasing behaviour of consumers and resources variation in different global
places. The use of internet marketing tools can provide the assistance for this purpose.
In an another study Bocconcelli and et.al., (2018) concluded that with the help of internet
marketing SMEs can easily find the suitable suppliers at different locations. The quality of
business relationships has also increased between multinational suppliers and organisation. As
per the view of Abed, Dwivedi and Williams, (2015) the quality of market information
determines the success of business in international context. Contrary to this Quinton and et.al.,

(2018), believes that international orientation is completely dependent upon the organisational
capabilities. Thus from this perspective organisations cannot achieve success goals by
information collection only. However the internet marketing can also improve the operational
efficiencies. With the help of internet marketing tool it becomes an easy task to relocated the
suppliers or resources which makes operational process more effective in terms of cost and
quality.
From the perspective of Girchenko and Ovsiannikova, (2016), the lack of sufficient
information regarding the competitors and business trends can cause negative impact on the
performance of organisation . It can make it hard for small companies to sustain in international
market scenario. Such threats and risks can be eliminated by adopting suitable techniques and
tools for marketing. Apart from the marketing perspective when SMEs plans to operate globally
then it is also required that different branch offices or functional units of the company are
interconnected with each other so that there is an integration among them and overall
profitability can be increased.
Further Mathews and et.al., (2018) stated that one of the key issue which can influence
the performance target of business groups in international market is the cultural diversity. The
various teams may find it difficult to communicate and understand each other and this can affect
the work efficiency and overall productivity . Internet marketing tools are capable to address
these difficulties. Shen and et.al., (2016), believes that with the internet exposure the working
teams of organisation can learn new skills as well as the cultural aspects of other team members.
The development of new skills for addressing the international demands of services is crucial for
improving the performance and efficiencies of individual team members. It is very essential for
SMEs to monitor its business and operational activities so that quality can be maintained.
However in international context the monitoring and integration of activities can be
challenging. According to Bocconcelli and et.al., (2018)the use of Internet marketing tools such
as emails, social media and chat tools can also make it possible for company to review the
performance of each of its functional unit . The instant monitoring and response to every
functional activity of SME is crucial for sustaining the quality of services. The fast and
inexpensive communication model is also important element for execution of business process at
international level.

In the opinion of Fernandes and et.al., (2018), internet marketing tools are widely used
communication methods by the business organisations. The SME can not only communicate
with their stakeholders but can also analyse the potential investors or support which can help
these organisations to establish its dominance in international market as well. As compare to the
regional resources there is great diversity in resources and business methods at international
level. Due to limited access to resources it is impossible for any SME to operate internationally
without using internet marketing.
Ainin and et.al., (2015), explains that the use of digital technology and internet has
become an essential element for reaching customers. Thus internet marketing and globalisation
are closely related to each other. Without internet it will be impossible to reach global context
and the increasing globalisation of the business processes has been rapidly demanding more
advancements in the internet technology.
Implementing internet marketing within enterprise
SMEs can achieve several benefits by implementation of internet marketing approaches.
However for exploring these advantages organisation must address several challenges so that
performance and profit related targets can be achieved. Before using internet marketing
following aspects must be considered and analysed.
Challenges for internet marketing:
As per the view of Trusov, Rutz and Bucklin, (2017), though there are several benefits of
internet marketing but if this technique is not implemented with proper planning and care then it
can result in several complications. The staff members of small companies must be trained with
digital skills so that internet marketing can be employed within organisation. In the same context
Quinton and Simkin, (2017) explained that the lack of skills can result in financial losses as well
as threat to internal security of the organisation. The networking threat, cyber attacks and
unethical stealing of organisational information from internet marketing tools is quite common.
The essential training sessions are required so that team members of organisation can safely use
internet marketing for its benefits (How to narrow the digital skills gap in your organisation,
2019). SMEs desires to operate internationally.

Thus another significant challenge for it is that customers can be best influenced by
advertising through their local taste and preferences. However it can be difficult for the company
to modify its internet marketing methods as per the preferences of local communities. Though it
is not difficult but can be cost consuming. Abed, Dwivedi and Williams, (2015), states that the
approaches used by internet marketing must be applied carefully so that desired results can be
obtained. For example while promoting the services website of small enterprises must be
attractive and simple so that people can easily understand and know the nature and quality of
services .
Tools and methods:
Todor, (2016) stated that, before implementing the internet marketing approach it is
essential for SMEs to analyse the various tools which are best suitable for the SME. For instance
the social media tool can be important for advertising or marking presence in the market.
However for interacting with the customers email and websites are equally important.
In his work Yurovskiy, (2015) argued that SMEs must choose the internet marketing tool
as per its objectives as well as available resources. For instance the email marketing can be cost
effective while the customer management system (CRM) can be costly but from operating in
international perspective this can be a better choice for the organisation. The internet marketing
tools also requires need of additional security requirements. The internet marketing is
accomplished to reach the wide audience. Thus from international context it is important that
before finalising the marketing tool its efficiency in the targeted region must be evaluated (The
Global Digital Marketing Gap, 2017). For example in one country the social marketing can be
effective but in other country it may not give the same results, instead the e-commerce can
deliver the better results.
Laudon and Traver, (2016) expressed his concern that Along with the security internet
marketing devices also demands for monitoring. For example a negative remark on social
network can affect the brand value of organisation. Hence it is required for Plan.com to evaluate
the suitable tools which meets the cost and resource requirements of the organisation as well as
which can be easily managed. For instance with the use of social networking platform for
promotion and interaction with the customers organisation must ensure that its security is not
neglected. The loopholes in security can provide negative results.

Overcoming implementation barriers within SME:
SMEs can overcome the above discussed challenges by variety of methods. Before
adopting internet marketing the organisation must conduct market research so that best suited
tools can be used. As discussed by Mathews and et.al., (2018)the internet marketing methods
must be cost effective as well as easy to use by its team members. There must be training
sessions so that employees can learn the skills to use internet marketing effectively . Before
executing the marketing plan company must assure that the maintenance aspects are also
considered prior to the use of internet marketing.

CHAPTER 3: METHODOLOGY
Research methodology is one of the essential component for accomplishing the research.
It provides the guidelines for systematic procedure so that necessary information related to the
research can be processed. In order to reach the expected findings of the research project critical
evaluation of the subject is required. It is provided by research philosophies and designing
methods (Taylor, Bogdan and DeVault, 2015). The research methodologies must be selected
appropriately so that validate research outcomes can be obtained.
3.1 Research design
The research design explains the entire blue print of accomplishing the research. It can be
of descriptive, exploratory or causal type. In descriptive design a problem is identified and
research is conducted to analyse the necessary solutions for the issue. This type of method is
completely dependent upon hypotheses (Walliman, 2017). Thus is is not used for the current
study purpose. Contrary to this approach experimental or the causal design is effective in terms
of analysing the relation between any particular cause and its effects. Usually this type of
research design is in the form of experiments and is suitable for the phenomenon which have
dependent variable as its key attributes.
For analysing the usefulness of internet marketing in this study exploratory design is
used. In exploratory approach for providing the possible explanation of the issue all aspects and
insights are discovered and analysed. The use of exploratory approach in this study helps to
execute more precise investigation in context of the subject (Lewis, 2015). It provides an
accurate clarification of the statement so that problem and different aspects related to the issues
can be discovered.
3.2 Research approach
The use of appropriate research approach enable simplified and systematic path for the
research. The research approaches determines the flexibility in the methods of data analysis and
collection. These approaches are classified into following three categories: Inductive, deductive
and abductive (Simonsohn, Nelson and Simmons, 2017).
For analysis of quantitative data deductive approach is more suitable as compare to others
(Taylor, Bogdan and DeVault, 2015). This is suitable for the researches in which outcomes are

already specified and top down method is required for the accomplishment of the subject. Thus it
is usually preferred for numerical analysis and uses statistical inferences and is not suitable for
this study. Abductive approach can also be used by the scholars in the cases where predictions
are developed on the basis of incomplete observations (Walliman, 2017). Thus in this method
random puzzles or facts are used for initiating the research and then predictions are made after
their analysis.
However the current study uses inductive approach in which variety of evidences,
analysis, theories and practical models are used for providing a suitable reasoning to collected
data. As per the given research subject there is relation between internet marketing and growth of
SME thus the use of inductive approach helps to establish a relation between these two attributes
and to suggest the outputs and conclusion (Flick, 2015). Another characteristic of this research
approach is that it is usually applicable to the studies in which hypotheses are not formed. Thus it
can be considered as the bottom up methodology in which first observations are recorded and
then by using theories results are determined.
3.3 Research philosophy
Research philosophies aims at providing base for the necessary knowledge and skills
which are required for completing the research. It helps to analyse the research information in
correct directions so that desired outcomes can be received (Taylor, Bogdan and DeVault,
2015)s. The researchers can use variety of research philosophies such as realism, interpretivism
and positivism. Each of these approach has different way to incorporate the research analysis.
With positivism philosophy aim of the research reflects the natural processes and the
associated relations with the phenomenon. With this type of philosophy both qualitative and
quantitative analysis can be used. However it consist of large number of samples and more
organised structure so that reliable results can be obtained. Positivism philosophy provides
effective conclusions when hypotheses are provided along with the relation between different
research variables.
In many research areas realism philosophy is also used which is based upon developing
scientific concepts for evaluating the real concepts related to human thinking and capabilities
(Quinlan and et.al., 2019). It can also be employed with both type of data analysis. However for
this study this philosophical approach is not suitable because the use of internet marketing within

Plan.com is not based upon any kind of scientific fact or information. Instead it is based upon the
business needs and marketing trends within the specified business environment (Trusov, Rutz
and Bucklin, 2017).
Contrary to positivism approach for gaining the in-depth knowledge of the subject
interpretivism philosophy can be used. Though size of sample is small but is capable to deliver
the detailed insight of the issue. In this study interpretivism approach is employed because for
qualitative analysis in which themes are developed this philosophy provides more validate and
efficient results (Simonsohn, Nelson and Simmons, 2017). It will provide critical analysis of
using internet marketing within organisation.
3.4 Sampling
For making the primary data collection process more feasible and easy usually a small
size of population is selected from the associated audience of the research. The sampling process
allows to choose viable participants for obtaining valid information. There are two approaches
for sampling. The first approach is known as probability sampling in which participants are
selected randomly from specific sub groups (Taylor, Bogdan and DeVault, 2015). Thus each
individual has equal chance to be selected for the study purpose. The key purpose for choosing
this type of sampling is that it is more fair as compare to other sampling approach in terms of
participants response. It is classified as random sampling, systematic and stratified sampling
(Walliman, 2017). Certain research studies also uses non-probability sampling in which specific
criteria is chosen for considering any individual as sample. Thus non-probability sampling can be
considered as intentional sampling which utilises specific parameters for sampling purpose.
In this research random sampling method is used for choosing the participants of the
study. It will enable to select viable respondents without any biasing and thus fair and validate
data is collected. For this purpose 50 employees of Plan.com are chosen as samples. These
employees are well aware regarding the operational activities and functional needs of the
organisation. Thus they can provide better information with higher level of accuracy. The
samples are approached by taking the permission from the operational manager of Plan.com so
that employees are allowed to participate in the research on behalf of organisation. Initially 65
employees were approached for the research but only 50 employees gave their consent for the

participation. The samples includes both males and females and belongs to the age group 25-45
years. The study is conducted at the head office of Plan.com in UK.
3.5 Data collection
For achieving the research objectives validate data must be collected and analysed. The
use of internet marketing by Plan.com can be analysed by gathering the relevant data through
multiple and relevant sources. The data can be collected by using primary or secondary methods.
In primary data collection methods perspective of individuals or observations is analysed so that
recent concepts can be formulated or modified (McCusker and Gunaydin, 2015). It can be
accomplished by methods such as conducting survey, questionnaire and interviews with the
selected samples.
On the other hand in case of secondary data collection methods secondary information
sources such as website of Plan.com, books, articles, newspapers and journals are studied. The
information presented in these sources is reviewed from the perspective of research. In this study
for obtaining the primary collected data a questionnaire will be used. It will consist of questions
related to the research subject and will involve the employees of Plan.com as its respondents.
The response from each of the participant will help to conclude the general outcomes.
The primary data analysis is more effective as compare to the secondary in this case
because it directly gather the research related information from the people who are directly
involved in the process (Short, 2016). The direct involvement of the employees allow them to
describe the actual and real world facts. In this study the questionnaire will be send to the staff
members of Plan.com who are currently working in the organisation through email so that they
can fill their response and can deliver it back. The results obtained from primary data analysis
are more accurate and realistic as compare to the secondary data analysis thus research outcomes
are more relevant and accurate (Simonsohn, Nelson and Simmons, 2017).
3.6 Data analysis
The analysis of the observed and collected data provides the conclusion that how internet
marketing is being used by Plan.com. In this research primary data has been collected. The
primary data can be analysed by qualitative or quantitative approaches. Quantitative analysis of
the data involve use of critical evaluation of statistics, facts and numerical data (Simonsohn,
Nelson and Simmons, 2017). With this approach it is required from researcher to apply rational

thinking and to convert raw statistics into meaningful information (Taylor, Bogdan and DeVault,
2015). This analysis technique includes evaluation of variable differences and frequencies of
these variables. The key aim of quantitative approach is to determine the statistical evidence for
supporting or rejecting the formulated hypotheses associated with the research (Walliman, 2017).
However in this study no hypotheses are formed and thus quantitative data analysis is not
preferred.
Contrary to this in this study report qualitative analysis has been used. In this approach
common pattern are identified among response of samples so that data can be analysed and
suitable outputs can be obtained. In the qualitative data analysis method used in the study several
questions are formulated which help to interpret the necessary information. At the end the
analysed information is organised and arranged in proper manner so that the hidden concepts can
explored and reviewed (Goldberg and et.al., 2017). On the basis of the questionnaire the themes
are also formulated so that data can be interpreted. The thematic analysis of the data helps to
review the response of participants with the help of nun-numeric information. One of the key
benefit of qualitative research is that it provides detailed evaluation of the subject. Thus the
extent of usefulness of internet marketing can be easily analysed in context of Plan.com.
3.7 Ethical considerations
Ethical considerations are also considered during the study so that unethical principles are
refrained. The ethics in the research makes the study results more validate and unbiased. The
effective conclusions cannot be drawn without following these ethics in practices. The
respondents which are involved in the research must be aware about objective, scope, methods
and purpose of the study (Taylor, Bogdan and DeVault, 2015). It will help them to take proper
decision regarding their participation. Their consent is mandatory for being part of the research.
It must be taken care that individuals must not be pressurised for giving consent. They must be
given liberty and sufficient time so that they can give their consent.
It is also possible that during study there is no proper response is obtained from the
respondents. In such cases individuals must be given liberty to skip the particular questions
(Neuman, 2016). It is also required that privacy and confidentiality of the the participants must
be maintained so that they can freely take part in the study (Simonsohn, Nelson and Simmons,

2017). It will encourage them to openly discuss the subject. It is the responsibility of the
researcher that safety and security of the participants must be the first priority.
During the entire research no harm should be caused to the respondents. The samples
must also be treated with respect and dignity so that they do not feel humiliated. They must also
be given the right to abolish the research at any instant when they feel so. It is essential that if
respondents are not comfortable with the procedures or questions asked during research then
their concern must be cleared. However they must not be forced to accept or perform any task. It
is important to assure that their dignity must not be compromised so that they can provide
reliable information. The researcher must assure that they cannot force individuals to remain part
of the research (Ethical Considerations, 2018). Thus the willingness and dignity of the people
must be respected so that ethics are not compromised in during the research.

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
The data analysis is defined as the process to evaluate the collected data so that findings
can be analysed. Data analysis is an important stage for achieving the research objectives as it
helps to discover the relevant information associated with the study and to interpret the
information into useful conclusions. In this study primary data has been collected and is analysed
by thematic evaluation.
Theme 1 Knowing concept of internet marketing
Q- 1 Have you ever heard or observe marketing through internet such as
on social-media, websites or emails ?
Frequency
Yes 47
No 2
Not sure 1
Total 50
Interpretation-

From the study it is analysed that internet marketing is not a new concept for the
individuals. Almost all participants were aware of this trend followed in the organisation.
Despite being a SME the internet marketing is well adopted by the organisation such that most of
the team members have experienced this new concept of promotion. However there are a very
few people who still have no idea regarding this. One of the possible reason for this may be that
they have not been used to understand the marketing concepts.
Theme 2 Internet marketing is better than conventional marketing
Q-2 Do you believe internet marketing is better than conventional
marketing?
Frequency
Yes 32
No 8
Not sure 10
Total 50
Interpretation-

The benefits of internet marketing has proved its superiority over traditional methods of
marketing. From the survey the same has been analysed. Though majority of samples believe
that internet marketing is more beneficial but there is considerable number of people who are not
sure that if internet marketing has dominated traditional approach or not. Almost equal number
of people strictly disagree that online marketing can give effective results. Thus still there are
people who believe that this new marketing trend has bring differences.
Theme 3 Using internet marketing within organisation
Q-3 Is your organisation currently using internet marketing? Frequency
Yes 47
No 1
Not sure 2
Total 50
Interpretation-
The Plan.com is currently using the internet marketing tools. Excluding one or two
samples every participant was well aware regarding the online marketing strategy used by the
organisation. It shows that staff members of organisation have actively adopted the new

approach. It is also interpreted from the survey that organisation is following the present trends
and has employed online marketing tools into its practices.
Theme 4 Improving customer retention sales benefits by using internet marketing
Q- 4 Do you agree that internet marketing is improving customer
retention and sales benefits for your organisation?
Frequency
Not at all 10
Somewhat 20
Large extent 20
Total 50
Interpretation-
A mixed reaction has been received from survey participants. The improved customer
experience and increased profitability has been the most attractive advantage of using internet
marketing. Around 80% of the people believes that there is an improvement in terms of
increasing customers and sales. However equal number of participants believes that internet
marketing has not bring changes to large extent instead the impact is limited to only small extent.

There is section who believes that there is no change in the customer experience because it
completely depends upon the quality of services not on the method of marketing.
Theme 5 Increasing profit by using online marketing
Q-5 What do you feel if your company continue to use online marketing
then in next 5 years how much profit it can increase?
Frequency
5-10% 5
10-20% 15
20-30% 10
More than 30% 30
Total 50
Interpretation-
Despite there were participants who were not sure that Plan.com is employing internet
marketing it was agreed by every individual that if online marketing is used for the next few
years then profit percentage will rise rapidly. The majority of group believes that the rise in
profit will be significant and more than 30%. While on the same side almost same number of

people also believe that instead of crossing growth beyond 30%, the original profit enhancement
will be between 10-30% only.
Theme 6 Paying more attention to online marketing
Q-6 Do you agree that people are paying much more attention to online
marketing?
Yes 40
No 2
Not sure 8
Total 50
Interpretation-
The people participating in the study are also consumers for other services. They also
communicate with the customers of their organisation. On the basis of their observation most of
the participants strongly agreed that as compare to the conventional approaches people are giving
preference to the online marketing tools. Thus the target audience is much more influenced by
this new marketing approach. However some participants are not sure that if this fact is true or
not because it is also possible that home delivery services or attractive discounts are inspiring
customers instead of marketing methods.

Theme 7 Internet marketing helping SME to explore to global market
Q-7 Do you think that being a small enterprise internet marketing will
help your organisation to explore the global market?
Frequency
Yes 10
No 5
Not sure 35
Total 50
Interpretation-
There is constant debate that if internet marketing can help SME to reach the
international heights or not. In the conducted study the participants were not sure that if through
mere marketing Plan.com will be able to explore its efficiencies across the globe. They agree that
internet marketing is enhancing the operational scope but mere internet tools cannot help
organisation to gain recognition at international level.
Theme 8 Adverse effects of internet marketing
Q-8 Do you believe that internet marketing has certain adverse effects Frequency

which must be resolved?
Yes 10
No 8
Not sure 32
Total 50
Interpretation-
Majority of the samples responded that they are not confirmed that if internet marketing
has any harmful or adverse impact on performance or organisation. It shows that they are not
considering the network and internet related security challenges which can influence the
performance of the company. Though there are people who are aware with the fact and assume
that internet marketing can create crucial threats in terms of security which must be eliminated
and taken into account.
Theme 9 Improving performance of SME by internet marketing
Q-9 Is it correct that SMEs have experienced significant improvement in
performance by the advent of internet marketing?
Frequency
Yes 27

No 10
Not sure 13
Total 50
Interpretation-
It is agreed by vast number of individuals among samples that new marketing trends are
contributing in improving the overall performance of the organisation. These improvements are
in terms of cost efficiency, customer retention and profit goals. However a strong opposition is
provided by other group members who believes that there are no significant changes in terms of
performance after using internet marketing.
Theme 10 Improving internet marketing strategy
Q-10 Does your organisation need any improvement in its current
internet marketing strategy?
Frequency
Yes 21
No 9
Not sure 20
Total 50

Interpretation-
The current internet marketing strategies of Plan.com are not equally considered effective
by all participants. There is an equal response of the participants on the improvement issue.
Some staff members believes that organisation must make its online marketing more efficient
while others believes that the existing strategies are sufficient and can deliver the optimum
results. There are people who believe that on this aspect there must be suitable evaluation
because they cannot predict that if current practices are going in right direction or not.
Theme 11 Effectiveness of information technology infrastructure to overcome security threats
of internet marketing
Q- 11 Does the current infrastructure of information technology in your
company is effective and capable to overcome the security
threats involved with internet marketing?
Frequency
Yes 18
No 20
Not sure 12

Total 50
Interpretation-
Plan.com has been successfully utilising the benefits of internet marketing. However
these benefits cannot be sustained for long term if the associated risks are not resolved. For
overcoming the security risks such as hacking, authorised accessing and data breach issues it is
required that the IT infrastructure of the organisation must be capable to analyse and understand
the technical challenges involved in online management systems. Out of 50, 18 participants
believes that the current infrastructure is capable to deal with the security vulnerabilities.
However 20 group members believes that current system is not upgraded and there are
continuous issues related to the system performance. Thus the existing system may not be
sufficient and capable to deal with the future challenges.
Theme 12 Training requirement for using internet marketing tools
Q- 12 Is there any requirement for the training for using internet
marketing tools?
Frequency
Not at all 4
Somewhat 30

Large extent 16
Total 50
Interpretation-
The methods of online marketing and its tools are completely different. Thus for
efficiently exploring these tools it is required that employees must be trained and guided so that
they can safely use the internet tools. The unsafe use of these tools can create adverse impact
upon the performance. Thus it must be assured that suitable technical knowledge is given to the
employees. It is accepted by majority that at some extent they need training. This training will
make their practices more secure. There are people who do not have elementary idea regarding
the tools and thus they believe that they need training to great extent. Plan.com must recognise
such employees and training sessions must be provided to them so that they can also provide
their contribution in the growth of company.

Theme 13 Operational cost involved in internet marketing
Q- 13 What is the average cost spend by your organisation for internet
marketing
Frequency
£50-100 10
£100-200 6
£200-300 20
£300-400 14
Total 50
Interpretation-
The survey result has not provided any clarity on this aspect of the research. It is cleared
that Plan.com has specific budget considerations for its internet marketing objectives. However
employees are not able to exactly describe the expenditure involved in online marketing. Most of
the participants assume that currently organisation is spending £200-300 for its marketing. Since
now all marketing operations are performed via internet and digital tools there has been
significant reduction in the marketing cost.

Theme 14 Improving organisational performance by internet marketing
Q- 14 According to you does internet marketing has brought any changes
in performance of your organisation?
Frequency
Not at all 2
Somewhat 30
Large extent 18
Total 50
Interpretation-
The staff members of Plan.com who participated in the study confirms that there is
improvement in the performance of company. Though some believes that performance is
improved at greater extent while others believes that performance is raised to lower extent. The
key operational are which has observed improvement is the efficiency and accuracy in the
functional activities. It is possible for the organisation to analyse the purchasing behaviour of its
customers and to regularly communicate with the people so that brand value of Plan.com can be
increased. The internet marketing improves the overall performance of company by evaluating
the areas which needs strategic improvement. For instance with these tools company can give

quick response to the queries of customers which encourages people to have positive and
responsible image of the organisation among its consumers.
Theme 15 Using internet marketing for improving efficiency of marketing professionals
Q- 15 According to you does internet marketing has make marketing task
easier for the marketing professionals?
Frequency
Not at all 1
Somewhat 42
Large extent 7
Total 50
Interpretation-
Internet marketing concepts have not only furnished the marketing and operational
activities of the organisation. Instead it has also make the functional activities of marketing
experts easier and creative. Earlier it was very challenging and risky for the professionals to
prepare marketing plans which can create positive response in the purchasing behaviour of
customers. However with online tools these experts are getting chance to analyse and monitor
every aspect of the marketing and promotion. The same has been agreed by 42 individuals out of

50 that their communication as well as innovation skills have developed greatly by using digital
tools.

CHAPTER 5 : SUMMARY AND CONCLUSION
Summary:
The study has critically analysed the impact of internet marketing. In the study the
performance and functions of Plan.com were analysed and a questionnaire was used to evaluate
the current impact of internet trends on the SME. It has been also analysed from the study that in
current scenario the survival of SMEs is impossible without using digital marketing (Karjaluoto,
Mustonen and Ulkuniemi, 2015). The study has also analysed the various types of internet
marketing methods and their implications on the overall performance of organisation. Thus
internet marketing plays an important part in increasing the visibility, transparency and
functional efficiency of
Conclusion:
From the above discussion it has been analysed that almost every business activity is
driven by internet in the present era of globalisation. Thus it can be considered that internet has
also given a chance to SMEs for exploring the market which was earlier assumed to be costly
and impossible (Gregori, Marinelli and Temperini, 2015). Cost, cultural differences and limited
knowledge of marketing trends in various economies were the key reasons which always
prohibited small enterprises to expand their business operations.
However the digital marketing has overcome this challenge and established a strong
position within small and medium infrastructure. It is also concluded from the study that using
internet marketing can also introduce certain challenges in terms of security and proper
implementation (Laudon and Traver, 2016). SMEs must develop their online marketing
campaign with due care so that targeted market can be explored as per the long term goals of
organisation. It is also evaluated that as compare to the traditional approach, online marketing
tools are less costly and has potential to provide higher return of investment (ROI).
Another important benefit of the internet marketing approach is that internet marketing
tools such as emails, pay per click or social-media advertising can be updated or improved at any
instant of time. Thus when small enterprises operates in different regions they can simply modify

their promotional content without any additional cost. It enable the SMEs to establish a balance
between its resource limitations and growth opportunities.
The strategies developed within this marketing framework are directly provide the
relevant information regarding products and services to the customers so that they can quickly
and easily make their purchasing decisions (Reimers, Chao and Gorman, 2016). The effective
content or information provided on digital platforms through online marketing can create long
lasting impact on people. The performance related outcomes of small enterprises can be instantly
calculated. It is also possible for the organisations to compare their performance and methods
with the large enterprises so that necessary improvements can also be identified.
It is observed that internet marketing allows organisation to evaluate and review its own
strategies as per the reviews from customers and other professional experts. It can also be
concluded that the key success factor for the large organisations is their efficiency to understand
the market response and then to act accordingly. With the implementation of digital tools small
enterprises will also be able to achieve that efficiency of making strategies as per the market
response.
One of the significant limitation of the internet marketing is that it is not an easy task for
the business organisations to create a worthy and promising online marketing strategy (Galan-
Ladero and Galera-Casquet, 2019). The process is time consuming and requires support in terms
of finance and efforts. Though in terms of output this new marketing technique can be very quick
but it requires a great effort by the organisation to sustain its productivity. While the large and
global organisations are highly concerned about their security and data protection in the digital
era it is observed that by inspiring from market SMEs quickly plan and implement online
marketing in their practices (Järvinen, Töllmen and Karjaluoto, 2015).
However they do not consider the security risks with same dedication. For instance
Plan.com manages its website so that people can know about its services. Though the experts
from the organisation regularly monitor the websites and service requests made on the website
but if company will not be attentive towards cyber threat then it can create huge losses for the
organisation (Valaei and et.al., 2016). For example if due to ineffective information technology
services its website is hacked then customers will never prefer to trust the Plan.com. Thus there
will be no benefit of using internet technology for the SME.

The improved communication with the customers as well as having a better market and
competitive analysis are the key benefits of using internet in the operational activities of
marketing. SMEs have shown slow pace in adopting the globalisation concept but the use of
online marketing can give pact to this journey and transition. It is also observed that since small
enterprises have limited resources the information assets are also limited (Raj and Bhatt, 2016).
These organisations have limited knowledge regarding the benefits and challenges of internet
marketing. There are SMEs who are in keen desire to explore their business by using this
marketing tool but they do not have the skills and knowledge to align digital tools with their
business plans.
Thus such organisations can take help from government support or the expertise agencies
providing services in the same context. It can also be concluded that it is often very difficult to
analyse and understand the marketing characteristics and needs of SMEs. Since these
organisations are small in size most of the decisions are influenced by the personal opinion of
higher management authorities instead of evaluation of situational demand (Fiore and et.al.,
2016). However as compare to other organisations the business culture of SMEs is highly
adaptive, flexible and action oriented. Thus if suitable strategic guidelines and resources are
available then SMEs can easily implement the online marketing by overcoming its challenges.
For these organisations adaptation to new technologies is quite challenging.
The financial barriers and lack of skilled IT personnels can be a big deal for the small
organisations to manage. Another challenging aspect for the small organisations is to develop a
infrastructure which can support the digital tools (Why digital marketing is important for small
and medium enterprises (SMEs), 2017). For instance in order to accomplish the marketing tasks
internet speed, communication devices must be updated so that functions can be performed
accurately without any functional error. There are several trends when SMEs can easily
implement the required IT systems for internet marketing but gradually they fail to perform
maintenance tasks. It leads to the dissatisfaction and inefficiency in the functions.
The research study has provided the valuable information regarding benefits of digital
marketing in SMEs so that better customer experience can be achieved (Bakshi, 2019). The
revolution in the marketing process in terms of digital tools has improved several operational
requirements such as advertising, promotion, and market research. It has been also analysed from

the study that the key driving force which has forced SMEs and other multinationals
organisations to pay attention towards use of internet in the business is the changing perspective
of its customers. The people are more interested in choosing the latest advancements for
interacting with the service providers (Yurovskiy, 2015).
For instance customers are preferring online purchasing instead of going door to door to
buy products. This trend has made it compulsory for the small enterprises that they are also
required to integrate their functions with the internet so that they can sustain their position. The
SMEs are visualising digital tools not only as a means of marketing but also as an essential
method to launch their innovative products, to communicate with target audience and to analyse
their business needs (Taiminen and Karjaluoto, 2015). It is also identified that making marketing
processes online must be followed by the cost effective and business oriented policies and
frameworks.
Recommendations:
It is recommended that the selection of online platform for using internet marketing must
be chosen wisely. In market there is wide range of internet marketing tools are available thus
small enterprises must chose the most suitable tool (Shaltoni, 2016). The selection can be on the
basis of cost and the requirements. For instance if SME is require to pay focus on interacting
with its target audience then it can promote its services and products on social networking sites
while on the other hand if company requires to have formal communication with its investors or
clients then emails or websites can also be preferred (Ho and et.al., 2015). One of the key factor
which creates a question mark on the success of internet marketing is the approach used by
SMEs.
The scope of SMEs is quite small as compare to the large scale enterprises. Thus it is
critical for small enterprises to create awareness among people regarding its brand. In this
competitive era when there are huge number of enterprises giving tough competition to each
other, social presence on internet has become a vital necessity (Shi, 2016). Thus it is
recommended for the small organisations that they must focus on shifting towards digital
technology. In the initial phases it may be difficult SMEs to manage their resources and to plan
for internet marketing. However this strategy is beneficial for their future growth.

In order to reach all possible target audience these small organisations promote their
services on variety of online platforms (Todor, 2016). However in the end they fail to monitor
and manage the quality consistency on all utilised platforms. As a result people does not find the
SME efficient in promoting services (Järvinen, Töllmen and Karjaluoto, 2015). It has adverse
impact on the overall performance of organisation. To make the services and benefits of online
marketing more effective small enterprises must ensure that the websites, social networking
platforms and other digital marketing tools are updated and monitor regularly. When customers
get quick response from these platforms and every information is timely updated on these
platforms then people are highly influenced by the active response and efficiency of the
organisation.
Limitations and future improvements:
Thought he study has discussed the several aspects in which internet marketing can give
benefits to SMEs. In this study the case example of Plan.com was used so that the findings can
be linked with the real time implementation. There has been regular advancements in the internet
technology. For instance the devices such as tablets and advanced smart phones has given rise to
the new heights of innovation in use of internet (Srivastava and Chopra, 2016). The study can
further be explored by analysing the SMEs growth as a multinational organisation by using these
digital technologies. It will help to create a better understanding that how internet can resolve the
cultural differences across boundaries.

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APPENDIX
Questionnaire
Name- __________________
Age- ___________________
Gender- _________________
Q- 1 Have you ever heard or observe marketing through internet such as on social-media, websites
or emails ?
 Yes
 No
 Not sure
Q-2 Do you believe internet marketing is better than conventional marketing?
 Yes
 No
 Not sure
Q-3 Is your organisation currently using internet marketing?
 Yes
 No
 Not sure
Q- 4 Do you agree that internet marketing is improving customer retention and sales benefits for
your organisation?
 Not at all
 Somewhat
 Large extent
Q-5 What do you feel if your company continue to use online marketing then in next 5 years how

much profit it can increase?
 5-10%
 10-20%
 20-30%
 More than 30%
Q-6 Do you agree that people are paying much more attention to online marketing?
 Yes
 No
 Not sure
Q-7 Do you think that being a small enterprise internet marketing will help your organisation to
explore the global market?
 Yes
 No
 Not sure
Q-8 Do you believe that internet marketing has certain adverse effects which must be resolved?
 Yes
 No
 Not sure
Q-9 Is it correct that SMEs have experienced significant improvement in performance by the
advent of internet marketing?
 Yes
 No
 Not sure
Q-10 Does your organisation need any improvement in its current internet marketing strategy?

 Yes
 No
 Not sure
Q- 11 Does the current infrastructure of information technology in your company is effective and
capable to overcome the security threats involved with internet marketing?
 Yes
 No
 Not sure
Q- 12 Is there any requirement for the training for using internet marketing tools?
 Not at all
 Somewhat
 Large extent
Q- 13 What is the average cost spend by your organisation for internet marketing
 £50-100
 £100-200
 £200-300
 £300-400
Q- 14 According to you does internet marketing has brought any changes in performance of your
organisation?
 Not at all
 Somewhat
 Large extent
Q- 15 According to you does internet marketing has make marketing task easier for the marketing
professionals?

 Not at all
 Somewhat
 Large extent