Dissertation Proposal: Digital Marketing, Brand Image, and Performance

This report investigates the role of digital marketing in enhancing brand image and performance, focusing on Amazon as a case study. It outlines the concept and importance of digital marketing, examines the specific strategies employed by Amazon, such as social media, SEO, content, and email marketing, and identifies the challenges faced during implementation, including lead generation, target audience identification, content creation, and data privacy compliance. The research methodology involves a quantitative approach, utilizing surveys with 40 Amazon managers to collect data, which is then analyzed using frequency distribution. The study concludes that digital marketing is vital for business productivity and performance, enabling companies to engage customers and increase profitability, while also acknowledging the challenges that must be addressed for effective implementation. Desklib provides access to this and other solved assignments for students.

DISSERTATION
PROPOSAL
(Role of digital marketing in improving brand image and
performance of an organization)

EXECUTIVE SUMMARY
The present study has covered information about the need of digital marketing for
improving the brand image in the market. This report has focused over using primary and
secondary methods for the collection of data and meeting each pre-determined objective in a
proper manner. It is also included in the study that questionnaire will be developed with certain
number of close-ended question to collect raw data.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Overview of the topic..................................................................................................................4
Rationale of the research.............................................................................................................4
Research Aim..............................................................................................................................4
Research Objectives....................................................................................................................4
Research Questions.....................................................................................................................5
LITERATURE REVIEW................................................................................................................6
What is the concept and importance of digital marketing in context to organization?...............6
What are the digital marketing strategies used by Amazon to improve brand image and
performance within the market?..................................................................................................6
What are the challenges faced by Amazon while implementing digital marketing strategies to
improve brand image and performance at marketplace?............................................................7
RESEARCH METHODOLOGY.....................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Overview of the topic
Digital marketing refers to the term which is also known as online marketing (Vieira and
et. al., 2019). In simpler words, it is simply a promotion of companies for connecting with
existing as well as potential customers by taking help of internet and different other types of
digital communication (Alghizzawi, 2019). This involves social media, web-based advertising,
multimedia messages and e-mail as a maekting channel. In today's digital, companie are fully
dependent over digital marketing for promoting and advertising products so that they can gain
attention of the customers and sales and profit level could be increased (Nuseir and Aljumah,
2020). Thus, the current study focuses at carrying out in-depth information about the role of
digital marketing in the process of improving image and performance of the brand within an
organsiation (MAKRYDAKIS, 2021). The selected company for the report is Amazon. This is
the organisation which has shown dependence over digital marketing strategies because it is
easiest method to reach out large number of customers (Denga, Vajjhala and Rakshit, 2022).
Rationale of the research
The main motive of conducting the present study is to highlight the serious requirement
of opting digital marketing within an organisation (Rathnayaka, 2018). Role of digital marketing
in improving brand performance and image is selected because customers get more attracted
towards brand when they continuously see them on their social media accounts. There are two
objectives of researcher which are aimed to fuldfill by this investigation that are: personal and
professional objective. In respect of personal objective, researcher will gain information about
the method of collecting and examining data. In respect of professional perspective, researcher
will learn about digital marketing strategies which they can use in their professional career.
Research Aim
“To analyze the role of digital marketing in improving brand image and performance of
an organization”. A study on Amazon
Research Objectives
 To identify the concept and importance of digital marketing in context to organization
 To examine the digital marketing strategies used by Amazon to improve brand image and
performance within the market

 To determine the challenges faced by Amazon while implementing digital marketing
strategies to improve brand image and performance at marketplace
Research Questions
 Explain the concept and importance of digital marketing in context to organization?
 What are the digital marketing strategies used by Amazon to improve brand image and
performance within the market?
 What are the challenges faced by Amazon while implementing digital marketing
strategies to improve brand image and performance at marketplace?

LITERATURE REVIEW
What is the concept and importance of digital marketing in context to organization?
As per the opinion of Hanlon (2021), digital marketing is a tool that reaches to maximum
number of audience and promotes the brand by using internet and various other digital
communication forms. Digital marketing includes web based advertising, emails, text,
multimedia message and social media. It is one of the cost effective way through which an
organisation can target their prospects and also reach to maximum number of potential
customers. Digital marketing helps in increasing the engagement level of customer by sharing
photos, videos, blog or engaging them via paid paid ad click (Kasemsap, 2019). There are
different types of digital marketing tools which helps company to increase their profitability and
growth such as SEO, Search engine marketing, video marketing, email marketing, local search,
influencer marketing, social paid ads, video marketing and many others. The importance of
digital marketing is increasing day by day as helps in connecting business with its potential
consumers through online medium. Through using digital marketing, company can connect with
their audience 24*7 and also create strong customer base. It is important to have a strong
presence on social media channels and effective website in order to attract more and more
customer towards the brand and generate trust among them.
What are the digital marketing strategies used by Amazon to improve brand image and
performance within the market?
As per the perspective of Spiller and Tuten (2019), there are different digital marketing
strategies which are used by company in order to improve the brand image and performance of
company within the market. The few digital marketing strategies which are used by Amazon in
order to enhance their brand image and performance are social media platforms, search engine
optimisation, content marketing, email marketing and pay per click. Amazon has great presence
on different social media platforms due to which it helps in enhancing the brand image and
performance of company within market. The brand also focuses on posting content on different
platforms in order to attract more and more buyers. Through coronet marketing, they create
awareness among the audience related to the product and services. Search engine optimisation is
another digital strategy which is used by the Amazon. Email marketing is another way through
which organisation can improve its brand image and performance. It enables Amazon to stay

connected with the consumers by sending them offers and customised newsletter based on the
past shopping history.
What are the challenges faced by Amazon while implementing digital marketing strategies to
improve brand image and performance at marketplace?
According to there are Kumar and et. al., (2020), several challenges which are faced by
the company while implementing digital marketing strategies for improving the brand image and
performance at marketplace. It is necessary for the company to overcome these challenges as it
influences the performance and productivity of business. The few issues which are faced by the
marketer of Amazon are generating quality leads, knowing target audience, developing content
marketing strategy, promoting brand awareness, creating engaging content and complying with
privacy and data sharing regulations. It becomes important for the marketer to generate quality
leads so that they can improve the brand image and performance of company. They must focus
on finding new customer in effective and efficient manner in order to enhance the profitability
and sale of business (Das, 2021. Amazon must focus on knowing their target customer so that
they can identify their needs and expectation. By targeting right audience, the sale and growth of
Amazon increases and also they can gain competitive advantage. In order to overcome the
challenges of digital marketing, it is necessary to develop content marketing strategy so that they
can engage maximum number of potential customers with their content.

RESEARCH METHODOLOGY
It is the chapter which gives methods for the accumulation and evaluation of accurate and
relevant information in a systematic manner (Beck and et. al., 2019). It holds great significance
because accumualtion and examination of data can only be done with the research methods.
Research Approach: Quantitative research method will be considered by the investigator
because it helps in the accumulation of data which is available in numerical and statistical form.
This method will mainly focus over information which can be easily compared as well as
measured. The main benefit of quantitative research approach is that it records numerical data
and it is believed that numerical information is easier to interpret and understand (Zeng and et.
al., 2021). Collection of statistical information is less time consuming as compared to
accumulation of theoretical information.
Research Design: In the method of research design, there are certain steps which are
followed by researcher to collect and analyse information as per the requirement of proposed
investigation. These steps are: research philosophy, approach, strategy, choice, data collection,
sampling and time horizon. Investigator will take assistance of positivism philosophy as it gives
certain principles for the analysis of statistical piece of information. Deductive approach will also
be considered by investigator as it faciliates in using already established theory for carrying out
relevancy of statistical data (Hernandez and et. al., 2020). Researcher will opt for survey strategy
as this will help in recording raw information directly from the respondents. The main benefit of
using the survey is that it is less time consuming and collects data in numerical form. Researcher
will also select probability sampling method for selecting the respondents to collect information.
The main benefit of using this method is that each respondent will get equal importance in the
investigation.
Participants: Researcher will select 40 managers from Amazon as respondents to collect
information about the role of digital marleting in improving the brand image (Boutet, Hernández
and Jacobo, 2020). These managers will belong from the age group of 30-40 years. These
participants include male as well as female managers from Amazon.
Data Analysis Strategy: The data analysis strategy which will be used by researcher in
the current study is frequency distribution analysis. This will assist in taking out relevancy of
assembled raw and numerical piece of information in a systematic manner.

Validity and reliability: The current study will be valid as this investigation also collects
information through instrument called questionnaire (Rusanovsky, Beeri and Oren, 2022).
Realiability of the current study will be maintained by making each respondent understand about
the need of conducting the study. This also includes making respondents understand that their
opinions are necessary to meet pre-defined objectives of the investigation.

CONCLUSION
It is being concluded from the above information that digital marketing plays a vital role
in improving the productivity and performance of business. Through adopting digital marketing
techniques, company engages maximum number of customer towards the brand and also
increases their sale and profitability. There are several kinds of digital marketing tools that helps
in enhancing the brand image and growth of business. While implementing the digital marketing
tools, organisation faces various difficulties which affects the performance of business. These
challenges includes knowing target audience, posting right content, allocating budget and many
others.

REFERENCES
Books and Journals
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf.
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Beck and et. al., 2019. MSWEP V2 global 3-hourly 0.1 precipitation: methodology and
quantitative assessment. Bulletin of the American Meteorological Society, 100(3),
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Boutet, M.L., Hernández, A.L. and Jacobo, G.J., 2020. Methodology of quantitative analysis and
diagnosis of higro-thermal and lighting monitoring for school buildings in a hot-humid
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Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Denga, E.M., Vajjhala, N.R. and Rakshit, S., 2022. The Role of Digital Marketing in Achieving
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Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Hernandez and et. al., 2020. Electrochemical SERS and SOERS in a single experiment: A new
methodology for quantitative analysis. Electrochimica Acta, 334, p.135561.
Kasemsap, K., 2019. Facilitating customer relationship management in modern business.
In Advanced methodologies and technologies in digital marketing and
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Kumar, B and et. al., 2020. Digital mediation in business-to-business marketing: A bibliometric
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MAKRYDAKIS, N.S., 2021. The Role of Digital Marketing in Public Higher Education
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Journal of Innovation, Creativity and Change, 11(3), pp.310-324.
Rathnayaka, U., 2018. Role of digital marketing in retail fashion industry: A synthesis of the
theory and the practice. Journal of Accounting & Marketing, 7(02).
Rusanovsky, M., Beeri, O. and Oren, G., 2022. An end-to-end computer vision methodology for
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Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
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