Digital Marketing Impact on Morrisons: Customer Attraction Study

This research proposal and subsequent report analyzes the impact of digital marketing tactics on customer attraction and retention at Morrisons, a leading UK supermarket chain. The study aims to understand the effectiveness of various digital marketing techniques, consumer perceptions, and provide recommendations for improvement. The research employs a quantitative approach, utilizing questionnaires administered to 50 employees in Morrisons' marketing department. The findings, analyzed thematically, reveal the benefits of digital marketing in enhancing customer attraction and retention. The report includes a literature review covering digital marketing tactics, their impact on consumer perception, and various methods like social media and email marketing. The methodology section details the research philosophy, approach, design, strategy, data collection, sampling, and analysis methods. The data analysis focuses on primary data collected through questionnaires, with themes and findings presented using charts and figures. The report concludes with a critical appraisal, recommendations for Morrisons' management, and a comprehensive conclusion summarizing the key findings and implications of the research.

Research Proposal

Abstract
Digital marketing refers to the process where marketers advertise organisational products and
services using digital technologies. Morrisons is one of the leading supermarket company
operating in United Kingdom. It is fourth largest supermarket organisation in UK with enormous
branches within and outside national borders. The aim of research is to analyse the impact of
digital marketing tactics in enhancing customer attraction and retention. The research was
conducted at Morrisons and participants were employees working in marketing department of
organisation. A sample of 50 has been taken randomly and analysis has been done thematically.
From the findings it is clear that management of Morrisons has been greatly benefited by digital
marketing and it helps in increasing attraction and retention of customers.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Title..............................................................................................................................................1
1.1 Project Introduction...............................................................................................................1
1.2 Research aim and objectives..................................................................................................1
1.3 Research Questions................................................................................................................2
1.4 Rational of research...............................................................................................................2
1.5 Significance of research.........................................................................................................2
1.6 Approach and methodology...................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Digital marketing tactics........................................................................................................4
2.3 Impact of digital technologies on consumers' perception......................................................4
2.4 Various digital marketing methods........................................................................................5
2.5 Conclusion.............................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................10
4.1 Introduction..........................................................................................................................10
4.2 Primary data analysis...........................................................................................................10
4.2 Conclusion...........................................................................................................................17
CHAPTER 5: A CRITICAL APPRAISAL & RECOMMENDATIONS....................................18
5.1 Critical Appraisal ................................................................................................................18
5.2 Recommendations ...............................................................................................................18
CHAPTER 6: CONCLUSION......................................................................................................20
REFERENCES..............................................................................................................................21
APPENDIX 1.................................................................................................................................23

CHAPTER 1: INTRODUCTION
Title
The impact of digital marketing tactics in enhancing customer attraction and retention towards
organisation; A study on Morrisons.
1.1 Project Introduction
Digital technologies greatly influences the business operations of today's organisation.
These technologies include hybrid information systems, cloud computing, social media
marketing, mobile communication technologies, artificial intelligence (AI), internet of things,
etc. Managers have implemented advance technologies in all departments i.e. from operations to
marketing in order enhance the profitability and productivity of the organisation. In this context,
the present research will focus on the digital marketing methodologies and approaches used by
Morrisons in order to enhance retention and attraction of their targeted customers (Chaffey and
Ellis-Chadwick, 2016). Morrisons is one of the leading supermarket company operating in
United Kingdom. It is fourth largest supermarket organisation in UK with enormous branches
within and outside national borders. Digital marketing refers to the method of promoting
organisational goods and services by using different digital technologies especially internet and
smart phone technologies (Ryan, 2016). Digital technologies indeed enhance the profitability of
organisation and also assist in increasing the operational activities of business. The researcher
will create a robust argument in the research project that helps in providing comprehensive
understanding of subject matter. The researcher will contrast and compare the articles derived
from authentic sources so that explicit understanding of the topic can be created. Furthermore,
researcher will describe the precise research methodologies which he or she will going to utilise
to carry out the research study. Data will be collected from employees working in marketing
department of Morrisons via questionnaire. Researcher will provide some of the best
recommendations which management can inculcate within their marketing practices. The
research project will be formulated in systematic and structured manner covering aspects of
every chapters effectively and effectively.
1.2 Research aim and objectives
Aim
The aim of research study is “ To analyse the impact of digital marketing tactics in enhancing
customer attraction and retention towards organisation; A study on Morrisons.”
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Objectives
In order to accomplish aim, researcher has set few objectives of the study which are summarised
below:
 To examine the effectiveness of various digital marketing techniques.
 To understand why consumers find particular digital marketing technique attractive.
 To understand how consumers view various digital marketing technique.
 To recommends management of Morrisons so that they can improve their digital
marketing strategies.
1.3 Research Questions
Research questions are fundamental core of research study. It helps determine the flow of
research and provide guidance to researcher in accomplishing aim and objectives of research
study. In this context, research questions are formulated below:
1. How digital marketing techniques are effective?
2. Why consumers find particular digital marketing technique attractive?
3. How consumers view various digital marketing technique?
1.4 Rational of research
Researcher through this research will be able increase his or her level of knowledge and
understanding about various strategies and technologies for digital marketing used by Morrisons
in order to attract their targeted customers. The research will also address various challenges and
issues in digital marketing process which helps researcher in enhancing his or her
comprehending skills. Through this research, researcher will able to get familiar with Morrisons
which is fourth largest supermarket organisation in United Kingdom.
1.5 Significance of research
Digital marketing refers to the process where marketers advertise organisational products and
services using digital technologies (Armstrong and et.al., 2015). These technologies have laid
great emphasis on individual daily life routine. In this context, marketers by taking advantage of
it promote organisational goods and services using digital technologies in order to provide
information to large range of customers. The research will help end users by providing them
comprehensive understanding about digital marketing strategies and tactics used by the
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organisation. Furthermore, the research is significantly important for marketers of Morrisons as
researcher in the end of study will provide recommendations which can be implemented by the
management to enhance their marketing strategies. Through this research, the academician and
other researchers as they can use this research for enhancing their understanding and for creating
argument in their research study.
1.6 Approach and methodology
In order to attain the aim and objectives of research in precise and appropriate manner, it is
essential for researcher to select appropriate research methodology. These are elaborated below: Research Philosophy: Research philosophy deals with source, nature and development
of knowledge. In this research study, researcher will use positivism research philosophy.
Through this researcher will be able observe tangible data or facts which are considered
to be credible. Research Approach: Research approach is refers to the plan consists of steps describing
broad assumptions to description of process data collection. In the present research study,
researcher will use inductive research approach. Research Design: Research design refers to the plan which helps researcher in attaining
research questions. In the present research study, researcher will use exploratory research
design. Research Strategy: Research strategy refers to the plan which helps in accomplishing
aim and objectives of the research study. In the present research, researcher will use
quantitative research method for attaining aim and objectives of research study. Data Collection: Data collection is crucial process. In the present research researcher will
gather data by using questionnaire instrument. Questionnaire will be provided to
employees of marketing department of Morrisons. It will consists of close ended
questions. Sampling: Sampling is statistical method of reducing the size of population. As
marketing department of Morrisons is large and population is extensively huge,
researcher will take sample of 50 employees randomly in order to gather their review.
 Data Analysis: The data will be analysed by using themes. Researcher will formulate
theme for each question and explain it with the help of chart and figures.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is considered as essential chapter in research study. Here, researcher will create
robust arguments by contrasting and comparing articles derived from authentic sources. The
motive of literature review is to establish theoretical framework within research study. Here,
researcher will be able to enhance effectiveness of research study.
2.2 Digital marketing tactics
According to Ryan, (2016) digital marketing refers to the process of delivering and
promoting organisational products and service information to large number of customers by
using digital technologies. In present era, digital technologies are dominating greatly which
influences both individuals and organisations by providing ample of benefits. Tiago and
Veríssimo, (2014) said that by using digital technologies, one can communicate, interact and
share information effectively and efficiently. Marketers have begin utilising digital technologies
and its applications for enhancing organisational productivity and profitability of the
organisation. Digital marketing is considered to be perfect example of efficiently use of digital
technologies. Digital marketing is the process where marketers use digital medium or channels
for instance, television commercial, social media for marketing, mobile communication, etc. for
promoting organisational products and services in effective and efficient manner. There are lots
of strategies and tactics of digital marketing used by marketers for boosting organisational
revenue. Charlesworth, (2018) elucidated that in order to enhance the digital marketing,
marketers needs to prepare robust plan which must by created by thorough research and analysis.
It is the responsibility and duty of marketing manager of the organisation to devise strong plans
which aid them in providing competitive advantages. Stephen, (2016) argued that there is no
doubt that digital technologies provides ample of benefits to the organisations, they are
considered to be less useful in rural and remote areas where people does not have internet
accessibility or mobile phones. Thus, traditional method of digital technologies is considered to
be optimum in those areas.
2.3 Impact of digital technologies on consumers' perception
Kannan, (2017) elaborated that today's consumers are loaded with high tech technologies, smart
phones, tablets and computer system and prefer to do online shopping from various e-commerce
websites. Digital marketing greatly influence the perception of consumers'. Yasmin, Tasneem
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and Fatema, (2015) said that digital marketing has the potential to establish a brand. It involves
all the aspect such as awareness, values, loyalty and overall image. It depends upon how
marketers utilised digital media marketing to establish powerful brand which possess high degree
of recall in the minds of the consumer. In order to sustain in competitive environment, it is
rudimentary for the marketers to implement those tactics which helps in enhancing the customer
base and attraction. Karjaluoto, Mustonen and Ulkuniemi, (2015) digital marketing aid in
enhancing the vision of business. Consumers are not the part of business but they are always
keen to know what is the vision of organisation and how its business strategy will enfold. Levy
and Gvili, (2015) said that digital marketing is considered as an excellent tool which helps in
sharing the business vision, new product launch, growth plans and the future trajectory. Thus,
through this marketers able to influence the perception of consumers. Simula, Töllmen and
Karjaluoto, (2015) argued that digital marketing not only creates positive perception within
customers, it can also create negative perception. Any inappropriate content delivered from the
organisation can affects the perception of customers. For instance, any commercial that
specifically targets some religion groups can infuriates them and it further downgrades the
reputation of the organisation. Thus, it is essential and important for the management of the
organisation to cross check the advertisement before posting it on any digital media.
2.4 Various digital marketing methods
According to Taiminen and Karjaluoto, (2015) there are numerous methods which are used by
marketing management of the organisation in digital marketing process. Social media marketing
is considered as one of the efficient and effective tool of digital marketing. With over 3 billion
active users on different social media websites, marketers have great opportunity to promote
organisational products and services to large number of users. Lui and Au, (2017) said that
another method of promoting products and services using digital media is email marketing. Here
the marketers gathers mail id of their previous customers and stay updated with them by
providing them information about their latest organisational products and services. Bhowmik and
Bag, (2017) elaborated that video hosting sites are considered to be one of the most effective and
efficient source of providing information to the customers. In this context, there are several other
tools and methods which are used by marketers such as display retargeting, website analytics,
content curation, search engine optimisation, affiliate marketing etc.
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2.5 Conclusion
Digital marketing refers to the process of delivering and promoting organisational
products and service information to large number of customers by using digital technologies.
There are numerous methods which are used by marketing management of the organisation in
digital marketing process. In order to sustain in competitive environment, it is rudimentary for
the marketers to implement those tactics which helps in enhancing the customer base and
attraction.
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CHAPTER 3: RESEARCH METHODOLOGY
Introduction
Research methodology is considered as framework of research study. To attain aim and
objectives of research study effectively and efficiently it is essential and equally important for
researcher to describe the methodologies used by him. In this context, this chapter will aid in
providing comprehensive understanding about research philosophy, research approach, design
and strategy that will be use by researcher. Furthermore, the process of collection of data,
analysis of data, sampling, ethical consideration and research limitation will be provided in the
research study.
Research Philosophy
Research philosophy deals with source, nature and development of knowledge.
According to Saunders research onion, research philosophy is the first area to be consider by
researcher. There are four major types of research philosophies which are positivism,
interpretivism, pragmatism and realism. In this research study, researcher will use positivism
research philosophy. Through this researcher will be able observe tangible data or facts which
are considered to be credible.
Research Approach
Research approach is refers to the plan consists of steps describing broad assumptions to
description of process data collection. Its discussion during the research study is very important.
There are two main types of research approach which are inductive and deductive (Taylor,
Bogdan and DeVault, 2015). Deductive research approach is used when researcher has to
compute data and justify the hypothesis. Inductive research approach is used when researcher has
to attain the research questions effectively and efficiently. In the present research study,
researcher will use inductive research approach.
Research Design
Research design refers to the plan which helps researcher in attaining research questions.
Researcher have argued upon the exact definition of research design. There are different types of
design researcher used for carrying out their research (Silverman, 2016). In the present research
study, researcher will use exploratory research design. Through exploratory research design
researcher will be able to explore research questions more effectively and provide answer to the
questions in more effective and efficient manner.
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Research Strategy
Research strategy refers to the plan which helps in accomplishing aim and objectives of
the research study. There are various research methods such as qualitative, quantitative, case
study, meta analysis, systematic review etc. that has been used by researchers during their
research study (Mackey and Gass, 2015). In the present research, researcher will use
quantitative research method for attaining aim and objectives of research study. As there are
numerical data associated with the research, thus, quantitative research approach will be more
suitable for study.
Data Collection
It is the process of gathering relevant research data and information by using various
sources. Data collection is crucial process. In this primary research, researcher will collect data
by using data collection methods of primary sources. In the present research researcher will
gather data by using questionnaire instrument. Questionnaire will be provided to employees of
marketing department of Morrisons. It will consists of close ended questions. No more than 8
questions will be asked to the employees in order to save their time. The questions directly
related with the topic of research study
Sampling
Sampling is statistical method of reducing the size of population. Surveying large
populations is pragmatically not possible for researcher and thus, researcher takes sample out
from the large population (Lewis, 2015). As marketing department of Morrisons is large and
population is extensively huge, researcher will take sample of 50 employees randomly in order to
gather their review.
Data Analysis
Data analysis is considered as the process of transforming raw data into meaningful
information. In this part, researcher will synthesis the raw data into tables and provide
interpretation so that end users can develop understanding about what data is all about. The data
will be analysed by using themes. Researcher will formulate theme for each question and explain
it with the help of chart and figures.
Ethical Consideration
In order to enhance the effectiveness of the research study, it is essential and important
for researcher to conduct research in ethical manner. Ethical consideration are norms and values
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which must be followed by researcher. In this research study, researcher will ensure that
participants of the study has been fully informed about the motive of study. Furthermore,
researcher will maintain their anonymity and confidentiality (Flick, 2015). No such questions
would be asked from them that affects the secrecy of the organisation.
Research limitations
Research limitations are the obstructions that faced by researcher during the research
study. In the present research project, there are some limitation which are assumed by researcher
that are mentioned below: Resistance of participants: Researcher anticipated that participants of this research study
will resist participating. This can become a limitation to the research study. Data collection and analysis: researcher could face difficulties in collection of data as it
has been anticipated by him that participants will not fill the questionnaire completely
and this could affect the analysis part.
 Time restriction: The limitation of time can affects the effectiveness of research.
Researcher assumed that participants of the study will not present on the day of survey
and which increase the time of research study.
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