Business Strategy Implementation for the Digital World

This research paper delves into the implementation of digital media strategies within business processes, with a specific focus on AO Retail Limited in the United Kingdom. It critically analyzes various digital media platforms and business models, supported by a comprehensive literature review and qualitative data analysis. The analysis includes statistical data and graphical representations illustrating the impact of digital strategies on revenue generation. The report also incorporates models like DeLone and McLean and stakeholder analysis to evaluate the effectiveness of digital marketing channels. It concludes with recommendations for further digital media innovations to drive user engagement, website traffic, and sales growth. The paper also provides a detailed overview of the company's performance, including its stock market performance and its various strategic initiatives.

Running head: BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Business strategy implementation for the digital world
Name of the student
Name of the University
Author Note

1BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Executive summary
This research paper includes a discussion about the use of the digital media innovative strategies
in the business processes. The chosen country is United Kingdom and the digital media
innovations are with respect to the major sales channels used across the globe. The organization
chosen for this research paper is AO Retail Limited. This paper consists of a critical analysis of
the various digital media platforms and the business models which can support these processes.
The critical analysis is based on the literature review of the digital strategies in business
applications. This mainly provides an idea of the intended strategies that have been used by the
company. In addition, the paper also contains a list of qualitative data analysis which depicts the
statistical usages of the various digital media platforms. The statistics are depicted both in clear
view as well as graphical forms to provide a clear understanding of the solutions. In a contextual
basis, the statistics depicts the involvement of the digital strategies in their business model which
in turn has led to greater revenue generation. This paper concludes by recommending the use of
further digital media innovations. This will be used in addressing further business requirements
and will drive more users and traffic to the company website. This in turn will generate more
sales and tend to the success and growth of the company. The paper also includes various
analyses of the digital media strategies which is evident in chapter 4. These analyses represent
the various percentages by which the adoption has been effective.

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Table of Contents
Chapter 1 Introduction:....................................................................................................................5
Background of the study:.............................................................................................................5
Research aims and objectives:.....................................................................................................5
Research questions:.....................................................................................................................5
Chapter 2 Literature review:............................................................................................................5
Business strategies:......................................................................................................................6
Digital world:...............................................................................................................................6
Digital innovations in business strategies:...................................................................................7
Figure 1: Common organizational structure............................................................................8
Overview of the company:...........................................................................................................8
Introduction:................................................................................................................................9
Data collection process:.............................................................................................................10
Data analysis:.............................................................................................................................10
Chapter 4 Analysis and definitions:...............................................................................................10
Figure 2: Comparison of content engagement.......................................................................11
Figure 3: Blog post of the company......................................................................................12
Figure 4: Comparison of average blog posts over the years..................................................13
Figure 5: Landing page of the company sent via emails.......................................................14

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Figure 6: Comparison of the email opening rates between the year 2010 and 2015.............15
Figure 7: DeLone and McLean Model..................................................................................17
Figure 8: Stakeholder analysis...............................................................................................19
Figure 9: The digital ad spending budget comparison over the year in US dollars...............20
Figure 10: Digital marketing channel comparison................................................................21
Figure 11: Comparison of the stocks of the company due to digital business adoption.......22
Figure 12: Tangibility matrix.................................................................................................23
Chapter 5 Conclusion and Recommendations:..............................................................................23
Recommendations:....................................................................................................................23
Conclusion:................................................................................................................................24
Chapter 6 References:....................................................................................................................25
Appendices....................................................................................................................................28
Appendix 1.................................................................................................................................28
Appendix 2.................................................................................................................................29
Appendix 3.................................................................................................................................30
Table of figures
Figure 1: Common organizational structure....................................................................................7
Figure 2: Comparison of content engagement between the years 2012-13...................................10

4BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Figure 3: Blog post of the company..............................................................................................11
Figure 4: Comparison of average blog posts over the years..........................................................12
Figure 5: Landing page of the company sent via emails...............................................................13
Figure 6: Comparison of the email opening rates between the year 2010 and 2015.....................14
Figure 7: DeLone and McLean Model..........................................................................................15
Figure 8: Stakeholder analysis.......................................................................................................17
Figure 9: The digital ad spending budget comparison over the year in US dollars.......................17
Figure 10: Digital marketing channel comparison........................................................................18
Figure 11: Comparison of the stocks of the company due to digital business adoption...............19
Figure 12: Tangibility matrix.........................................................................................................20

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Chapter 1 Introduction:
Background of the study:
This research paper discusses about the innovations of the digital age on the recent
market of information and communications. This is mainly due to the rise of the trends in the
mobile and the internet technologies which is responsible for the increased innovative adoptions
of digital media in business models and operations. However, the consensus that must be
followed for the successful implementation of the digital innovations is still incomplete and the
need for a better solution is necessary.
Research aims and objectives:
In this research paper, the main aim includes a clear discussion of the information
security literatures and the digital innovation concepts. In addition, this paper also aims to
identify the main business models that must be followed to get an idea of the required
innovations in the digital media. Furthermore, the objectives of this paper are to critically
analyze the various digital media innovative strategies that are in the market.
Research questions:
The major questions that will be solved by this research paper are depicted in this section:
1. What is the use of the information system in the digital age of the business?
2. What are the proposed guidelines to be followed?
3. What are the main business models that are to be followed?

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Chapter 2 Literature review:
This section of the report discusses about the main concepts of the topic.
Business strategies:
Due to the recent trends and adoption techniques in the market in the information and
communication sectors, the concept of the business model has been implemented in various
organizations (Aitamurto and Lewis 2013). In comparison to the traditional model of business
operations which was supposed to be complex and static, the modern ways of digital business
strategies are supposed to be dynamic and easy (Storsul and Krumsvik 2013). For example, the
traditional ways of business development involved a large amount of investment for covering
various aspects in operations. The most effective way to get more business revenue is to involve
the possibility of new business trends. The company AO Retail Limited has adopted the digital
marketing business prospective to utilize the growth in that area. It can be seen from their
analytical report in chapter 4, the growth due to such activities is much high as compared to the
traditional ways of business.
Digital world:
The digital world refers to the utilization of the digital media which basically consists of
the internet (Brynjolfsson and McAfee 2012). This is mainly used to transfer the businesses
among the whole global populations (Fichman, Dos Santos and Zheng 2014). The traditional
way of business involved selling products among the local population which was associated to
following various steps like marketing for brand awareness, hiring of retail stores and then
successful sales driving (Günzel and Holm 2013). The digital implementation removed the need
for marketing campaigns and gave an opportunity to AO Retail Limited to reach the various
consumers across the globe with minimal investments. The major digital innovation strategies

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adopted by the company is depicted in the chapter 4 of this research paper which will bring light
into the main processes adopted and the success made.
Digital innovations in business strategies:
The digital innovations have led to the development of new types of business models.
The first model is the business strategy to business model and the next is the business model to
business process model. These proposed business solutions must be done to respond to four
different solutions. They are:
1. Presence of a general and comprehensive definitions
2. Presence of components to suffice the model
3. Presence of a single definition for one organization
4. The definition must present the views as presented from the earlier research point of view
A business model is basically used to define the organizational view which denotes the
whole underlying architecture (Simmons, Palmer and Truong 2013). This involves the addition
of all conceptual, graphical and textual components which in total drives the organizations
towards a common goal and objective. The main business processes adopted by the company
uses the e-commerce model of reaching the customers where they are given a 2-day order
completion guarantee making them more focused on their customer engagement requirements.

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Figure 1: Common organizational structure
(Source: Simmons, Palmer and Truong 2013, pp 750)
Overview of the company:
The company AO Retail Limited is considered to be an online retail store which
specializes in selling electric goods and kitchen products. The company is also listed in the
London Stock Exchange. The whole area of the company office occupies 50,000 sq ft which is
situated in Bolton (Ao.com 2017). In the year 2011, the company made a heavy investment of
750,000£ for the production of video reviews for their products which can be used to showcase
in their main websites along with the product page. In the same year, the company also invested
in renting out an office space measuring 15,000 sq ft comprising of 100 employees. In the year

9BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
2013, the company was re-established as AO.com and started selling small appliances with their
products.
The company is looking for customer-centric approach and innovative use of video based
approach for product reviews. The AO have acquired a small firm in 2009 for accelerating this
growth in the digital world based on expert logistics. The launch of new UK distribution system
for customer service by digital media has helped in maintaining growth in the market. Following
the company’s rebranding as AO.com in 2013, in February 2014 the company floated on the
London Stock Exchange, raising £60 million to further fund its growth. Due to their great
achievements, the company gained more followers in facebook reaching up to a million
followers. This also made them to win a retail award from PayPal as a reward for recognition. In
the following year of 2014, the achievements of the company made them list in the London
Stock Exchanges as the AO World (Ao.com 2017). This also made the company a profit of
£86million because the founder decided to sell 10 percent of the company to the public. In the
same year, their branches were opened in Germany and in the year 2017, the company got an
award of Retail Week Employer of the Year.
Chapter 3 Research Methodologies:
Introduction:
This chapter of the research paper includes the possible sources which are to be used for
making an analysis. In addition, the data used in this section is collected from various journals
and e-books.

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Data collection process:
This paper contains an analysis of the various digital solutions that have been applied in
the business processes of an organization (Saunders and Lewis 2012). The data for the analysis
process is collected mainly from online journal, articles, reports and organizational databases.
Data analysis:
The paper has used the qualitative method of data analysis (Saunders and Lewis 2012).
This implies that this paper uses the secondary data for analysis which is found through online
journal, articles, reports and organizational databases. In addition, the stakeholder analysis and
the DeLone & McLean model are to be used in the process.
Chapter 4 Analysis and definitions:
As commented by Aral, Dellarocas and Godes (2013), 70% of the business to business
marketing plans are associated with the creation of more content engagement for the year 2017
as compared to the year 2016. This is mainly due to the increase in content engagement that has
led to the audience relying on these actions. This increases the click through rate and thus drives
more sales for the companies or concerned organization. This is the reason for the business to
increase more content on their posts so that they can get more engagement. In the data collected
which can be seen from the chart below, 25% of business organizations or companies all over the
world have kept to the same amount of digital strategies due to their continued effectiveness. In
addition, 2% of them have shifted from such adoptions and remaining 3% are unsure of this
innovation. This is mainly due to the fact that the use of the digital media needs to be
comprehended in the business solutions successfully.

11BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Figure 2: Comparison of content engagement
(Source: Aral, Dellarocas and Godes 2013, pp 10)
Blog post conversions:
A typical blog post is increasing in the recent years to get more engagement out from the
audiences. In the year 2014, a blog post usually consisted of an average of 808 words which
grew to 887 words average at the year 2015. In 2016, the blog post averages included a 1054
words post (Mezger 2014). This is mainly done to increase the engagement rates so that the
audiences will stay in the blog website for a longer amount of time thereby increasing the brand

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engagement and value for money. The blog post of the company was mainly made to utilize the
audience engagements so that their interest will be piqued by the marketing strategy.
Figure 3: Blog post of the company
(Source: Ao.com, 2017)
A blog post is mainly used for generating articles in their sites which links to other sits
and thus a channel is created which is used to rank them in the famous search engines (Holm,
Günzel and Ulhøi 2013). A longer article is responsible for the creation of larger lists of
keywords which helps them to succeed in the digital market. In addition, it can be seen from the
statistics that the use of engaging ideas on the blog sites makes it a more successful post.

13BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Figure 4: Comparison of average blog posts over the years
(Source: Holm, Günzel and Ulhøi 2013, pp 330)
Email marketing:
Email marketing is another digital media innovation that is applied for all the
organizations to reach out to their respective clients. This basically involves setting up of a good
email template that captures the engagement of the audiences and then linking a new product
link so that when they open the email and click on the link, they are redirected to the product
sales page. According to Leeflang et al. (2014), the email open rate for the mobile users have
been increased by 30% which has led to the rise of mobile friendly platform for getting more
sales and revenue. The company has implemented various methods for advertising their links to
their audiences.

14BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Figure 5: Landing page of the company sent via emails
(Source: Annual Report and Accounts 2014, pp 35)
Email opt-ins:
According to the statistics listed below, it can be seen that the use of the web based
contents and the desktop contents are decreasing which is leading to the rise of the mobile
platform. The mobile platform is basically used to denote the use of the supplications which
makes up the vast amount of market required (Dogruel 2014). This is also the main reason for
the organizations or companies to shift from their desktop or web based solutions to mobile app
integrations.

15BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Figure 6: Comparison of the email opening rates between the year 2010 and 2015
(Source: Leeflang et al. 2014, pp 10)
DeLone & McLean Model:
The main objective of the DeLone and McLean model is to use the previous researches
on the information systems so that a more effective research body and guidance can be made
efficiently. According to this model, there are six different dimensions to this model. They are
the system quality, information quality, use, user satisfaction, individual impact and
organizational impact. These dimensions are supposed to be interrelated with each other which
are based on the causal considerations of the information system. According to the operational

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structure of the AO Retail Limited, the quality of the system and the information has been
effectively improved to base their user reviews in the infrastructure. In addition, these user
satisfaction levels due to this have been increased. Due to such actions, the company has made a
great success in the digital world leading to a considerate increase in their traffic volume.
According to the D&M model, there are three criteria that are needed to be considered for
the company.
1. Technical: This section accurately shows the method of communication from the
company to their customers. For the company AO Retail Limited, the company has three modes
of communications which includes calling, emailing and sending letters. Information from their
network is successfully sent to their customers through emailing.
2. Semantic: This section shows the method by which a customer receives a message.
This is also done by emailing or receiving letters. The quality of this step is measured by the
increase in quality of the system.
3. Effectiveness: This section reflects the effectiveness of the system. The company is
said to reply within 48 hours in case of emailing. In case of calling, the company accepts calls 7
days in a week providing efficient and effective communication features.

17BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Figure 7: DeLone and McLean Model
(Source: Dogruel 2014, pp 65)
Stakeholder analysis:
The stakeholder analysis is used to identify the various stakeholders related to the
company and address their needs according to their necessities. This model of analysis will be
used in this research paper to analyze the requirements of the stakeholders. The various
stakeholders are depicted in the analysis.
Stakeholder
group
Benefits Modifications
Stockholders Extensive
decision taken
None
Executives and
employees
Business
processes
To use better
strategies

18BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Consumers and
suppliers
Configuration
done as needed
None
Competitors Need for a
better analysis
of the market
Need to
enhance
operations
International
retail stores
Need for
geographical
extensions
Geographical
extensions
Labor union Required
attentions to
the labor
None

19BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Figure 8: Stakeholder analysis
(Source: Created by the author)
The stakeholder analysis depicts all the stakeholders who are associated to the company.
The market stakeholders are directly related to the company while the non-market stakeholders
are indirectly associated to the company. According to their contributions, the company induces
an action which is then adopted for meeting their needs.
Advertising campaigns:
It can be seen from the statistical point of view that the advertising campaigns are
decreasing from the use of desktop users to mobile users and thus a new innovations is rising

20BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
which can be depicted from the consecutive year strategies. As it is evident that Smartphone is
the major point of attraction, the need to target them is a cost effective solution.
Figure 9: The digital ad spending budget comparison over the year in US dollars.
(Source: Schlesinger and Doyle 2015, pp 315)
Due to such advertising sources, most of the people across the whole world are opting for
installing ad blockers. This is a type of program which blocks the ads in the network and
prevents the users to see them in their search feeds. This is a very useful tool which prevents the
popping of the advertisements. This is another reason for the decrease in the market channel for
search advertisements. According to, the business to business models includes various marketing

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channels which increase their engagements in different aspects (Molesworth and Knott 2013).
The major channels are the email, SEO, PPC, social media and display advertisements. These
channels differ on their types and thus cause an impact on their revenue. Accounting to an
estimate of the total traffic from the entire world, more than 200 million people use ad blockers
which comprises of 16% of the total population from United States.
Not sure
Email
SEO
Paid search
Social media
Display ads
0% 5% 10% 15% 20% 25% 30% 35%
Digital marketing channel comparison
Digital marketing channel
comparison
Figure 10: Digital marketing channel comparison
(Source: Created by the author)
Stock increase:
Due to this comparison, it can be said that the use of online media is increasing and thus
an average person is spending more time in these online media rather than televisions or
newspapers. This is the main reason for the internet to become the biggest advertising media
which have led to various innovations and market. Although, customers do not like to see a
popup in any media during surfing, the need for an alternative solution is being developed

22BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
(Westerman, Bonnet and McAfee 2014). This is the sole reason for the rise of engaging contents
so that they can be used to capture the audience attentions and get engagements accordingly.
Figure 11: Comparison of the stocks of the company due to digital business adoption
(Source: Annual Report and Accounts 2016, pp 39)
Due to the adoption of the digital business strategies, the company AO Retail Limited has
experienced extreme growth in their operations. This is also the reason for the increase in their
stocks to meet the growing demands of business. It can be seen from the image listed above that
the stocks have been increasing for the year 2016 to meet the growing needs.
Tangibility matrix:
The tangibility matrix of the organization is depicted below which shows the clear
relationship among the various parameters and the organizational structure. The tangible cost of
the company includes the inventory cost, advertising costs. These costs are considered on the
organizational level (Annual Report and Accounts 2016). The tangible benefits are the reduced
cost of the products which makes the company gets more customer engagements and the large

23BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
building space to rent out various departments in the same building. This is considered according
to the departmental level. The intangible cost is the need for customer management which is
based on the individual level analysis. Lastly, the intangible benefits are the need for better
advertising so that the brand can be known globally.
Figure 12: Tangibility matrix
Source: created by the author
Chapter 5 Conclusion and Recommendations:
Recommendations:
The use of digital media has led to the rise of certain innovations. This is also the reason
for the rise of better sales channeling like influencer marketing and solo ad campaigns.
Influencer marketing helps organizations to target a specific group of people by contacting a
single people in the social media or website who is associated with a huge amount of audiences.
This generally helps to make a name out of the brands and the solutions are very cost effective as
well. This will help AO Retail Limited to target users with vast followers and get more

24BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
engagement in their contents. Another use of the digital marketing is the solo ad where the
influence is generally associated from blog sites or other web sources. This is also another fact
that can be adopted by the company to adopt a cost-effective solution.
Conclusion:
Thus, it can be concluded from this research paper that the business model concepts by
the company AO Retail Limited needs to make a greater analysis of the various methods and
apply them in the business accordingly. The use of the social media, PPC traffic and blog traffic
is an effective way to engage with the audiences which in turn increases the effectiveness of the
brand. On the other hand, SEO and email marketing are other tools which are also being used to
drive traffic to offers and sales pages. In addition, the analysis made in this paper also shows the
various statistics of the applied adoptions in the normal functioning of the company. This is the
most effective digital solution that the company has applied in their methods to get more sales
and diversify their reach.

25BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Chapter 6 References:
Aitamurto, T. and Lewis, S.C., 2013. Open innovation in digital journalism: Examining the
impact of Open APIs at four news organizations. new media & society, 15(2), pp.314-331.
Annual Report and Accounts 2014. (2014). [ebook] AO World plc. Available at:
http://ao.com/corporate/wp-content/uploads/2014/06/Annual-Report-2014.pdf [Accessed 25
Nov. 2017].
Annual Report and Accounts 2016. (2016). [ebook] AO World Plc. Available at:
http://www.annualreports.com/HostedData/AnnualReports/PDF/LSE_AO_2016.pdf [Accessed
25 Nov. 2017].
Ao.com. (2017). ao.com | Washing Machines | TVs | Computers | 7 Day Delivery. [online]
Available at: http://ao.com/ [Accessed 25 Nov. 2017].
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and
business transformation: a framework for research. Information Systems Research, 24(1), pp.3-
13.
Brynjolfsson, E. and McAfee, A., 2012. Race against the machine: How the digital revolution is
accelerating innovation, driving productivity, and irreversibly transforming employment and the
economy. Brynjolfsson and McAfee.
Chaffey, D., 2015. Digital business and E-commerce management. Pearson Education Limited.
Dogruel, L., 2014. What is so special about media innovations? A characterization of the
field. The Journal of Media Innovations, 1(1), pp.52-69.

26BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Doyle, G., 2013. Re-invention and survival: newspapers in the era of digital multiplatform
delivery. Journal of Media Business Studies, 10(4), pp.1-20.
Fichman, R.G., Dos Santos, B.L. and Zheng, Z.E., 2014. Digital innovation as a fundamental and
powerful concept in the information Systems curriculum. MIS quarterly, 38(2).
Günzel, F. and Holm, A.B., 2013. One size does not fit all—understanding the front-end and
back-end of business model innovation. International Journal of Innovation
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Holm, A.B., Günzel, F. and Ulhøi, J.P., 2013. Openness in innovation and business models:
lessons from the newspaper industry. International Journal of Technology Management, 61(3/4),
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Howard, P.N. and Hussain, M.M., 2013. Democracy's fourth wave?: digital media and the Arab
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marketing in a digital era. European management journal, 32(1), pp.1-12.
Mergel, I. and Bretschneider, S.I., 2013. A three‐stage adoption process for social media use in
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Mezger, F., 2014. Toward a capability‐based conceptualization of business model innovation:
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Molesworth, M. and Knott, J.D. eds., 2013. Digital virtual consumption (Vol. 23). Routledge.

27BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Saunders, M.N. and Lewis, P., 2012. Doing research in business & management: An essential
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Creative destruction and the recomposition of news media. Journalism, 16(3), pp.305-323.
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Insights from industrial projects commercializing disruptive digital innovations. Industrial
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Storsul, T. and Krumsvik, A.H., 2013. What is media innovation?.
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business transformation. Harvard Business Press.
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digitized world. Organization Science, 23(5), pp.1398-1408.

28BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Appendices
Appendix 1
Figure 1: Customer summary of the company

29BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Appendix 2
Figure 2: Financial report for the year 2016

30BUSINESS STRATEGY IMPLEMENTATION FOR THE DIGITAL WORLD
Appendix 3
Figure 3: Ao.com