Impact of Digital Marketing and Promotions on The Works Retail Company

Impact of digital
marketing and
promotions on The
Works retail company
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Table of Contents
Introduction......................................................................................................................................3
Research aim .........................................................................................................................4
Research objectives................................................................................................................4
Literature review..............................................................................................................................4
Introduction of literature review.............................................................................................4
Main body...............................................................................................................................4
To determine the various digital marketing and promotion techniques used in The works to
enhance their customers.........................................................................................................4
To analyse the impact of digital marketing and promotions on the performance of The works
organisation............................................................................................................................6
To analyse the challenges faced by managers in implementing of digital marketing and
promotion strategy in the business environment....................................................................7
Research gap...........................................................................................................................9
References .....................................................................................................................................10
Books and journals...............................................................................................................10
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Introduction
Digital marketing refers to the promotion and advertising of the company products and
services. It is done through digital channels like social media marketing, search engine, email
marketing and content marketing etc. These channels help the company in enhancing their sales
and profitability and make awareness about their products and services in front of customers.
Further, companies now a days enhancing their awareness and it helps in development of their
products and services (Mullick, Raassens, and Nijssen, 2021). This helps in selling more and
enhancing their sales. Further, these channels will help in developing the performance of
organisation and solving customer complaints and their feedbacks as well. By using these
strategies, company could be able to enhance their brand image in front of customers and they
are developing their awareness of product and services in front of customers. Nowadays, during
a time of covid 19 pandemic, many of the people are not purchasing or buying physically but
they are purchasing digitally through online channels. So, this helps in development of the
company sales and they could be selling their item at a time of covid 19 as well. There are
certain importance of digital marketing channels for the business is that it enhance the customer
base, develops profitability and revenue and targeting customers and handling complaints of the
customer as well. Also, customers are getting certain benefits while using digital channel and
mobile channels. These are sharing their views, get aware about the products company is selling,
finding certain options and varieties etc. these will helps in knowing more about the company
and enhancing their reputation in front of customers and competitors (Amoah, and Jibril, 2021).
While doing digital marketing, company can also provide discounts and offers to the customer so
that they could get more attracted towards the company.
Digital marketing strategies are affecting the developed and undeveloped countries both
through making awareness of the company products and services. In addition, through this,
undeveloped country’s economic condition gets enhanced and they get more profitability. It will
be helpful in development of the organisational and the country as well. However, certain
challenge are also being faced by the managers or the company such as lack of technique issues
and quality differences etc. these should also be considered in mind while implementing digital
marketing strategies within the business environment in order to compete with their competitors
(Alkahtani, Khalid, and Pruncu, 2021). The organisation selected within this given report is
Works plc. It is a discount retailing company which is selling of the books, games, gifts and
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stationery items. Company was founded in the year 1981 and currently it is having 530 stores at
two locations of UK and Ireland. This report consists of research aim and objectives and further
it includes literature review and research gap.
Research aim
“To analyse the impact of digital marketing and promotion on the performance of the
retail organisation.” A case study on The Works plc.
Research objectives
 To determine the various digital marketing and promotion techniques used in The works
to enhance their customers.
 To analyse the impact of digital marketing and promotions on the performance of The
works organisation.
 To analyse the challenges faced by managers in implementing of digital marketing and
promotion strategy in the business environment.
Literature review
Introduction of literature review
Literature review refers to identification and evaluation of the available literature data.
Further, this could be resulting in getting in depth information about a particular topic and
subject. It maintains documents of the state which respect with the subjects and also it synthesis
information in the literature review into the summary. It is presented through analysing books
and already published articles (Llopis-Albert, Rubio, and Valero, 2021). Within this current
research, it is discussed about impact of digital marketing strategies on business performance.
Main body
To determine the various digital marketing and promotion techniques used in The works to
enhance their customers
According to Ibrahim and YESILTAS, (2021) Technology is driven as the most
important in the business environment now a days, they are realizing which marketing strategies
should help in improving their brand image and scale. It helps in development of the organisation
and their profitability as well. Further, these digital marketing strategies will help in creating
awareness of the brand. There are various types of digital marketing strategies such as social
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