Digital Marketing Strategies for Attracting Customers: Liberty

This report investigates various digital marketing strategies employed to attract customers, focusing on a case study of Liberty. It begins by establishing the background and rationale for the research, highlighting the increasing importance of digital marketing post-COVID-19. The research questions explore the role of digital marketing in expanding the customer base, identifying effective digital strategies, and understanding the challenges faced during implementation. The research aims to determine the most effective digital marketing strategies for customer attraction and uses objectives to analyze the role of digital marketing, evaluate different strategies, and determine the challenges faced by the company. The methodology employs a positivist philosophy and a deductive approach, utilizing both qualitative and quantitative methods, including questionnaires and statistical tools. Data collection involves both primary and secondary sources, with a simple random sampling method used. The report also includes a timeline, resource details, and a research ethics checklist. Desklib provides access to this and other solved assignments for students.

BMP6001 DISSERTATION
Assessment 1 – Research Proposal
“To determine the various digital marketing strategies for
attracting customers towards the brand. A case study on
Liberty.”
Submitted by:
Name:
ID:
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Table of Contents
Research Title- Various digital marketing strategies used by the organisation. ..........................3
Background ...................................................................................................................................3
Background for the organisation....................................................................................................4
Rationale Use ................................................................................................................................4
Research Question(s).....................................................................................................................5
Research Aims and Objectives .....................................................................................................5
Aim:........................................................................................................................................5
Objectives...............................................................................................................................5
Research Methodology .................................................................................................................5
Timescale.......................................................................................................................................7
Resources ......................................................................................................................................7
References .....................................................................................................................................9
Appendix......................................................................................................................................10
Research Ethics Checklist....................................................................................................10
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Research Title- Various digital marketing strategies used by the
organisation.
Background
With the help of modern marketing standards, the major technologies are related to
effective growth and make comprehensive and make effective performance to make more
marketing campaign (Skar, 2021). There are digital marketing is related to work and make
effective growing and manage to outcome to study the growth to work and work an effective
changes. The use of common marketing strategies to analyse effective growth and make brand
awareness to analyse effective search engine optimization, social media, email and websites.
All of these are related to make changes and work as per the growth to overcome the growth to
analyse effective sources (Buckley and Cooper, 2021). With the help of digital marketing make
a focus on reaching customer to make increasing concept for conversation to make oriented
across the major demand and work for growth of the funnel. It will be attendant to work and
significant alteration and have related to reaching and multiple goals. The use of digital
marketing within an organisation are related to work and make effective growth in the process
of management techniques. After facing the impact of covid-19, most of the customer are
related to make changes and make marketing technologies to analyse effective growth and
traditional marketing strategies and work as per the progressive growth (Cavlak and Cop,
2021). The major changes are related to make effective growth and expand customer base to
make an interaction and manage social channels for the growth of stores.
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Background for the organisation
For completing the research proposal, the chosen organisation is Sainsbury, which is a
trading retail company, to analyse the effect and make suitable changes for the growth of the
company in 16% of the supermarket. It is related to work and make suitable changes and
founded in 1869, and its headquartered in London, England, UK. The company make a famous
approaches to analyse and use digital marketing to work and make sure for the growth. This
will be related to effective growth and approaches of retail industry and work as per the most
significant changes within the company (Cham, 2021). With the help of right management
strategies, company is able to provide relevant growth and make changes in the market and
make sure for the growth to be introducing themselves in the retail industry. After set up the
company try to achieve and make the use of effective social and environmental environment for
the growth of economic responsibilities and management techniques. The company and their
management team are able to analyse the outcome and make sure for having a better plan to
provide relevant changes and make suitable growth for addressing effective techniques and
complete all the UN sustainable development goals (Keppler, 2021). Sainsbury is related to
work and make suitable changes and make growth in order to manage access ability of food
taste and recognize the role and responsibilities towards the nature and try to complete all the
objectives determine by different business strategies and adopt the right ways to promote
related and effective outcome.
Rationale Use
The main reason for choosing this report and topic for conducting research is related to
effective growth and make suitable changes and manage the data to analyse the outcome and
work as per the effective time (Lee, 2021). The use of right digital marketing strategies are
effective and evaluated to analyse the work and make suitable changes to work and complete
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the essential purpose. This report, include the major challenges and role of digital marketing
and make sure for analysing and conducting different digital marketing strategies to analyse and
overcome the growth and work as per the effective and possible outcome in an authenticate
manner. With the help of chosen company, the research can be conducted in an authenticate
manner and work as per the progressive changes and aligned as per the growth and outcome of
the research objectives (Lozano-Ramirez and et.al., 2021).
Research Question(s)
 What is the role of digital marketing in order to expand customer base within the
company?
 What are the different digital strategies for analysing and make attractive view to
manage suitable growth within the company?
 What are the different challenges face by company while adopting digital marketing
strategies?
Research Aims and Objectives
Aim:
“To determine the various digital marketing strategies for attracting customers towards the
brand. A case study on Liberty.”
Objectives
 To analyse the role of digital marketing within the chosen organization, in order to
expand customer base.
 To evaluate the major different digital marketing strategies for analysing and attracting
more customer to make attractive brand image.
 To determine different challenges which are face by the company while adopting digital
marketing strategies.
Research Methodology
Research philosophies: In order to completing research objectives, the research use the
very first step of research methodology is philosophies. Researcher will be opted positivist
theory and make sure to allow different relationship and manage the sources for addressing
effective techniques and make more attracting customer for drawing conclusion. All is can be
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related to make effective judgement and analyse the concept to work on the basis of positivist
theory (Malesev and Cherry, 2021). To complete the objective in an appropriate manner, the
related growth and objective are analyse and work as per the significant growth in the market.
Here, interpretation and epistemology theory is avoided as it is used for the experimental
scientific researches.
Research approaches: In order to complete the approaching method, researcher have
been used deductive approach for conducting method and make sure for analysing effective
research approach and use over the inductive approaches (Selvi, 2021). With the help of
deductive approach, different information can be collected and make an effective research topic
to work and make the use to analyse effective research and conductive approaches (Matosas-
López, 2021). All can be related to work and make significant growth in order to manage the
activities and precise growth to work and make dependent and independent variables. All can
be related to work and make qualitative method and make effective consuming changes and
work as per the progressive growth.
Research methods: Here, the researcher is able to work and make significant
approaches and work as per the growth of the company. Further, researcher make the statistical
tools and analyse the effective qualitative manner and make sure to manage data and work as
per the progressive report (Pandey, 2021). Questionnaire is used to conduct researcher for
collecting quantitative data in order to manage precise relationship and make independent
variables. This basically related to quantitative and qualitative method to make sure and manage
sources and analyse different concepts. Here, researcher use quantitative method and make sure
for analysing effective techniques and make sure. Which should be related to work and make
significant sources and manage the data in an authenticate sources.
Research strategies: There are different ways to make effective changes to analyse
customer experience in an authenticate major (Peter and Dalla Vecchia, 2021). Here, the
researcher are able to use quantitative method and collect close-ended questionnaire which are
support the above mentioned objectives.
Research tools: With the help of survey and questionnaire, here, primary and secondary data is
collected and make sure to manage sources to work.
Sampling method: The simple random method is collected through the use of
information and make effective large population to work on size major changes. The chosen
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sample size for the sampling is 30. and all the process is going through online google forms
(Pourmohammadi Roodasri, 2021). With the help of sampling method, the major changes and
work as per the progressive growth to analyse effective growth and manage different concepts.
Timescale
Timescale is the activities and make an important aspect for the growth to make
effective research proposal and basically work on the chronological order. All the steps and its
effective use to manage effective broad views to analyse the concept and make suitable changes
for the glance of different activities (Radchenko and et.al., 2021).
Activities Week
1
Wee
k 2
Wee
k 3
Week
4
Week
5
Week
6
We
ek
7
Wee
k 8
Week
9
Designing aim
and objectives
Analysing the
use of literature
review
Constructing
research
methodologies
Implementing
research
approaches
Drafting the
research attack
Implementing
data analysis
techniques
Finding
Finalizing
report
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Resources
The main resources are related to collecting different information and make sure for
managing effective information and make sure to analyse UoB digital library and EBSCO e-
books. All is related to effective growth and adoptive technologies to work and make
significant aspect in completing research title to measuring different aspect and make more
enhancing information (Rautela, 2021). The use of collective information and different major
changes to make Microsoft office, Excel and SPSS to assist different information to analyse the
use of collective information. Emerald is used for scholarly publisher and make effective
journals articles to make effective research properly. These resources make a successful
research in order to complete basis objectives and analyse the growth in an authenticate manner
(Savinov and et.al., 2021).
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References
Books and Journals
Buckley, R., & Cooper, M. A. (2021). Assortative Matching of Tourists and Destinations:
Agents or Algorithms?. Sustainability, 13(4), 1987.
Cavlak, N., & Cop, R. (2021). The Role of Big Data in Digital Marketing. Advanced Digital
Marketing Strategies in a Data-Driven Era, 16-33.
Cham, E. C. (2021). Promoting Asikkala as a domestic destination by utilising digital
marketing.
Keppler, S., (2021). Digital Marketing Strategy for an Indoor Beach Volleyball Arena.
Lee, J. H. (2021, January). Changes in marketing brought by AI. In 2021 21st ACIS
International Winter Conference on Software Engineering, Artificial Intelligence,
Networking and Parallel/Distributed Computing (SNPD-Winter) (pp. 257-259). IEEE.
Lozano-Ramirez, J., Ramos, K., Ahumada-Tello, E., & Lopez-Regalado, M. (2021, July). The
Role of Digital Marketing for Aesthetic Tourism: Understanding Tourist Behavior. In
International Conference on Applied Human Factors and Ergonomics (pp. 649-656).
Springer, Cham.
Malesev, S., & Cherry, M. (2021). Digital and social media marketing-growing market share
for construction SMEs. Construction Economics and Building, 21(1), 65-82.
Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network
Services: A Comparison between American and European Organizations. Journal of
Open Innovation: Technology, Market, and Complexity, 7(1), 65.
Pandey, N. (2021). Digital marketing strategies for firms in post covid-19 era: insights and
future directions. In The new normal challenges of managerial business, social and
ecological systems in the post covid-19 era. Bloomsbury Prime.
Peter, M. K., & Dalla Vecchia, M. (2021). The Digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, 251-265.
Pourmohammadi Roodasri, B. (2021). Web-based digital signage design and implementation
for food and beverage industry.
Radchenko, Y., Marenych, V., Marchenko, O., Kryvosheeva, N., Guzenko, H., &
Shcheblykina, T. (2021). Digital transformations of service marketing: theoretical
fundamentals and directions. ScienceRise,(2), 37-43.
Rautela, S. (2021). Social Media for New Product Launch: A Study of Social Media Platforms
Across the RACE Planning Framework. International Journal of Interactive Mobile
Technologies, 15(5).
Savinov, Y., Taranovskaya, E., & Gavryushin, O. (2021). On Determining the Effectiveness of
Digital Marketing in Transnational e-Commerce. In Digital Strategies in a Global
Market (pp. 173-183). Palgrave Macmillan, Cham.
Selvi, M. S. (2021). Changes in Tourism Sales and Marketing Post COVID-19. In Handbook of
Research on the Impacts and Implications of COVID-19 on the Tourism Industry (pp.
437-460). IGI Global.
Skar, H. (2021). Digital Marketing Plan for Vaatepuu Oy.
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Appendix
RESEARCH ETHICS CHECKLIST
Form RE1
This checklist should be completed for every research project which involves human
participants. It is used to identify whether a full application for ethics approval needs to be
submitted.
Before completing this form, please refer to the University Code of Practice on Ethical
Standards for Research Involving Human Participants. The principal investigator and,
where the principal investigator is a student, the supervisor, is responsible for exercising
appropriate professional judgment in this review.
This checklist must be completed before potential participants are approached to take
part in any research.
Section I: Applicant Details
1. Name of Researcher (applicant):
2. Status (please click to select): Active
3. Email Address:
4a. Contact Address:
4b. Telephone Number:
Section II: Project Details
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5. Project Title: Various digital marketing strategies used
by the organisation.
Section III: For Students Only:
6. Course title and module name
and number where appropriate
Business Management
BMP6001 Dissertation
7. Supervisor’s or module
leader’s name:
8. Email address:
9. Telephone extension:
Declaration by Researcher (Please tick the appropriate boxes)
I have read the University’s Code of Practice
The topic merits further research
I have the skills to carry out the research
The participant information sheet, if needed, is appropriate
The procedures for recruitment and obtaining informed consent, if needed, are
appropriate
The research is exempt from further ethics review according to current University
guidelines
Where relevant, I have read the ethical guidelines of the regulatory body that is
relevant to my discipline and verify that the research adheres to these guidelines
Comments from Researcher, and/or from Supervisor if Researcher is
Undergraduate or Taught Postgraduate student:
This project meets the standard set by UoB policy named “Code of Practice for
Research Students and Supervisors 2019-20”.
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This project also confirms with “UoB Research Ethics Framework”.
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