Digital Marketing Impact: A Business Research Plan on Amazon's Success

This business research plan investigates the role of digital marketing in the success of an organization, using Amazon as a case study. The plan includes an introduction outlining the research aims, objectives, and rationale for topic selection, along with research questions. A literature review examines the importance and challenges of digital marketing, its role in Amazon's success, and various digital marketing platforms. The methodology section details sampling, accessibility, ethical considerations, and significance. Deliverables, required resources, and an implementation timetable are also provided, followed by an evaluation of the individual research plan. The plan emphasizes the impact of digital marketing on brand awareness, customer service, and competitive advantage, highlighting its vital role in Amazon's growth and success. References are also included.

Business research plan
Table of Contents

Chosen Topic: Role of digital marketing in success of an organisation. A case study on Amazon1
Introduction......................................................................................................................................1
Background for the selected research topic............................................................................1
Research Aims/Objectives......................................................................................................1
Rationale and reason for the selection of topic......................................................................2
Research questions.................................................................................................................2
Scope and limitation of current research................................................................................2
Literature Review.............................................................................................................................3
To review about the importance and challenges associated with digital marketing for an
organisation............................................................................................................................3
To determine the role of digital marketing in the success of Amazon company...................4
To evaluate various platforms of digital marketing that lead and ensures enhanced success for
Amazon company...................................................................................................................5
Research Methodology....................................................................................................................6
Sampling..........................................................................................................................................9
Accessibility.....................................................................................................................................9
Ethical Issues...................................................................................................................................9
Significance......................................................................................................................................9
Deliverables...................................................................................................................................10
Required Resources.......................................................................................................................10
Implementation Time Table...........................................................................................................10
Evaluation of the Individual Research Plan...................................................................................11
REFERENCES..............................................................................................................................13

Chosen Topic: Role of digital marketing in success of an organisation. A case
study on Amazon
Introduction
Digital marketing basically comprises of use of digital technology and online form platforms
like computers, mobiles, laptop in order to have more effective promotion and advertisement of
the product and services of an organisation (Cole, DeNardin and Clow, 2017). The current
research plan is based on Role of digital marketing in success of an organisation which
comprises of setting out roper aim and objectives to ensure proper analysis of set topic. Further, a
detailed literature review and discussion about the research methodology also forms a part of
current business research plan along with set time table in form of Gantt Chart.
Background for the selected research topic
Use and implication of digital technique has seemed vital and important for all orgnisation
thus, the current investigation is based in the conception of digital marketing which comprises of
its main needs and importance. The chosen orgnisation for currents study is Amazon Company
which is American multinational technology company based on e-commerce to evaluate and
understand the role of digital marketing in success of an organisation. Further, evaluation of
platforms of digital marketing is also provided through selection of current research topic to
ensures and lead better success for a firm.
Research Aims/Objectives
Aim of current investigation
The main aim associated with leading out current investigation is, “To have better
understanding about digital marketing along with its role in leading better success for an
organisation”. A research work on Amazon.
Research Objectives
 To review about the importance and challenges associated with digital marketing for an
organisation. .
 To determine the role of digital marketing in the success of Amazon company.
 To evaluate various platforms of digital marketing that lead and ensures enhanced success
for Amazon company.
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Rationale and reason for the selection of topic
The selection of current research topic is seemed rationale and viable as the role and
importance of digital marketing is increasing by day by day and it become more vital and
important for success of e-commerce. Thus, the main reason behind selecting and adopting
current research topic is to get better understanding about the importance of digital marketing
along with better evaluation of main challenges and drawbacks associated with the marketing
through online and digital forms. Further the justification for selection of current topic for
business plan is based in the fact that better understanding about various platforms of digital
marketing is vital for success of a firm. Apart from these professional reasons, the personal
interest and academic view point of researcher is also seemed in support of selection of current
topic based on the concept of digital marketing.
Research questions
 What are the main importance and challenges associated with digital marketing for an
organisation?
 What significant role is played by digital marketing in the success of Amazon company?
 What are the possible digital marketing platforms that can lead and ensures enhanced
success for Amazon company?
Scope and limitation of current research
Current chosen topic for investigation is having a wide scope that consist of a detailed
information and knowledge about the importance and challenges associated with the use of
digital marketing strategy by a firm or company. Further, the scope of current business plan also
comprises of discussion about the significant role and impact lead and played by digital
marketing in the success and better performance of a company especially in context of e-
commerce. Apart from this, the wide scope of current research work also includes a detailed and
effective determination about the various forms and types of digital marketing platforms which
could be adopted by a firm in order to achieve and get better business success.
Conducting and leading out a business research plan is a complex activity which comprises
of a detailed and in-depth investigation about chosen topic based on digital marketing concept.
The main limitation or challenge encountered during course of this business plan is associated
with the availability of limited resources along with lack of sufficient time to have a detailed
evaluation and analysis of fact for better study. Thus, use and implication of viable method of
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research and approaches has become vital to overcome theses challenges and limitations to
ensure collection of abundant authentic data to maintain the reliability and efficiency of current
work.
Literature Review
It is also known as narrative review which comprises of analysis and evaluation of
secondary form of data available through various sources of literature which comprises online
articles, books and journal (Dinis, Breda and Barreiro, 2020). This section of literature review
forms a vital part of business research plan which is essential and important to provide a better
support and background for selected topic with the help of analysis of various past findings and
research lead out on a specific selected topic. Following literature review is based on the
evidence associated with conception of digital marketing an effective and detailed analysis and
evaluation of which is provided below with the help of implication of various online articles and
authentic books and journal.
To review about the importance and challenges associated with digital marketing for an
organisation
As per the view point of Dave Chaffey, 2020, digital marketing is mainly associated with
that component of marketing and promotion which consists of use of any kind of online
technology and utilisation of internet. Digital marketing comprises of implication and adoption
of digital technology like computers, mobiles, laptop and other digital platforms to promote and
advertise product and services of an organisation. With rapid expansion of digital technology and
advancement in social media platforms the craze and use of digital marketing has also increased
and become vital for success of an organisation. The main factors and reasons behind the
increasing need and importance of digital marketing for an organisation are provided below:
Instant connectivity with customers- Use of digital marketing tool provides an instant
connectivity with customers at global level as it provide a platform where queries and issues of
consumer can be easily posted and addressed by the form and companies. Further, digital
marketing provides a continuous form of advertising and promotion activity to remain connected
with the customers (Fyall and et. al., 2019).
Cost efficient- The another advantage of digital marketing comprises of evidence that is
more cost efficient and require less monetary resources and financial efforts to reach and connect
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with customers. It can be evaluated that placing advertisement through use of digital platforms
like social media are much more convent and cost effective than advertising through traditional
mode which comprises of newspaper and TV. Thus, cost efficiency is also a vital aspect of
digital marketing that makes it important and advantageous for an organisation (Herrero, San
Martín and Collado, 2018).
Beside theses advantage and importance many challenges are also associated with use of
digital marketing which mainly comprises of privacy and safety issues of content and personal
information shared. According to the information provided by the Avinash Chandra. 2019,
following are the main challenges and difficulties faced by a business organisation and company
while adopting and implementing digital marketing.
Threat of data breech- The biggest threat faced by organisation during formulation of
digital marketing is associated with threat of data breach. The incidences and cases of exposure
of confidential and protected information to third parties is increased with the enhanced use of
digital marketing strategy. This has created a big challenges for firms and companies to protect
and secure personal and confidential information of its customers which even comprises of their
credit card numbers, passwords or email, etc (Heinze and et. al., 2020).
Managing website and understanding technology- The another risk and challenge faced
by organisation during making use of digital marketing techniques comprises of difficulty faced
in managing website as per the expectation and desires of customers. It become more
challenging for firms to keep a balance and phase with ever changing technology and it is also
quite difficult to identify and implement new technique to make digital marketing more efficient
and viable (Hudson and Hudson, 2017).
To determine the role of digital marketing in the success of Amazon company
As per the information provided by Uma Bhat, 2018, it has been evaluated and fond it that
a positive impact and vital role is lead by digital marketing on the success and growth of an
organisation. The main points which are reflecting the role of digital marketing in enhancing the
performance and success of Amazon Company are evaluated and discussed as below:
Wider connectivity- A vital role is played by digital marketing in ensuring and leading
wider connectivity with customer at global level and even allows a business to operate more
easily at international market through ensuring instant and efficient connectivity with consumer.
Use of digital marketing strategy provides a better interface for Amazon to interact and connect
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with its customer on more rapid and regularly basis which enhance there access and reach to
wider number of target audience. Thus, a true role is lead by digital marketing in success of
Amazon is it allows connectivity and interaction with larger target market at global level to
improve and enhance its overall sale and productivity (Kotler and et. al., 2017).
Enhanced brand awareness- The another vital role lead by digital marketing to confirm
and ensures success of a company comprises of enhanced brand awareness of a company in its
target market through providing a better and more attractive platform to share and create
information. Use of digital marketing allows Amazon to produce and promote a better content
and message for marketing of its product and services through making use of videos, photos and
other attractive content which ensures enhanced brand awareness and better image of
organisation in mind of customers (Kriechbaumer, 2019)(Molz, 2018). Thus, a more attractive
form of promotion and marketing is lead by digital marketing which ensures a better brand
image of Amazon in target market that ensures better success and enlaced growth for this
organisation.
Better customer services- A continuous and regular interaction is allowed by use of digital
marketing which comprises of a two way channel of communication. Thus, facilitates a better
place and platform for customer to ask and present their questions and desires. Thus, use of
digital marketing strategy ensures better understanding of demands and expectation of customers
which facilitates enhanced services and facilities for consumer that plays a vital role in enhanced
success and growth of Amazon.
More competitive advantage- Use of exclusive and most attractive modes of digital
marketing also ensures an enhanced and better competitive strength for an organisation through
making it more superior and attractive. Thus, enhanced competitive strength is also facilitated by
digital marketing which lead a vital role and optimistic impact in facilitating and leading better
success for Amazon (Nikunen and et. al., 2017).
To evaluate various platforms of digital marketing that lead and ensures enhanced success for
Amazon company
According to the view point, it has been evaluated that in today’s modern world
digitalisation has become must and vital for all orgnisation. Advancement in technique has lead
to many new and more attractive platforms that could be used by Amazon Company to lead and
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ensures enhanced success (8 Digital Marketing Platforms Entrepreneurs Love, 2018). An
evaluation of theses platforms and tools of digital marketing are provided below:
Twitter- It is one of the most commonly used social media set which comprises of around
330 million users actively operating there twitter account thus, this platforms facilities an
effective way and communication channel to Amazon to interact and connect with large number
of customers at global level. Further, twitter is a platform that support all kind of text format,
videos, images and other attractive content to attract larger number of customers and ensures
effective promotions of product and services through allowing customers to react on their
product with the help of a small massage called as tweet (Peng, 2018). Thus, twitter is a viable
platform that could be effective used by Amazon company to enhanced its success and growth
level through interacting with larger number of customers at global level.
Facebook- it is another most widely used digital platform with around 500,000 new users on
a daily basis and provide a much more attractive and detailed page to provide all required
information about the product and services. Thus, lead to more better way of advertising through
making use of advertising and other digital techniques to attract and cater larger number of
customers. This platform of digital marketing strategy provides and allows a business page and
facebook account to post videos, images, text and other content. Further, a two way mode of
communication is also facilitates by Fcaebook where the followers can easily comment upon the
shared image and video along with giving both positive as well as improvising reviews to the
brand so that other people and customers can also get influenced by the product and services
(Sponder and Khan, 2017). Thus, facebook offer and allows a more interactive and attractive
platform to Amazon to connect and interact with wider range of customers at global level to
ensure and lead enhanced success for this organisation.
Research Methodology
It is considered as a vital and important part of a business plan that facilitates and ensure in-
depth information regarding the method and philosophies used for conducting an investigation
(Zhang and Cobanoglu, 2019). In order to ensure selection of most suitable and appropriate form
of research method as well the approaches use and implication of research onion is made a
description and detailed discussion of which is lead out at below. A justification and evaluation
of evidence are also made for justifying the reason for selection of a particular method and
approach.
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Figure 1: Research onion, 2020.
Research Philosophy- This layer of research onion facilitates information about the set
values and beliefs that are adopted by a researcher for leading a study which mainly comprises of
four main method i.e. positivism, interpretivism, pragmatism and realism. From these commonly
used four method of research use and implication of Positivism form of philosophy is most
suitable and viable in relation to current study (Spiller and Tuten, 2019). The justification for
selection of Positivism form of philosophy comprises of the evidence that it leads and ensures
more effective testing of set objectives along with leading viable support for numeric form of
investigation.
Research approach- It is set if two main approaches comprise of inductive and deductive
approach which forms vital part of an investigation through facilitating the way of analysing and
interpreting collected data. As per the specific nature of current investigation, adaption of
deductive form of research approach is more suitable and viable as it the approach that support
numerical and factual observation comprises of measurable facts and figures (Heinze and et. al.,
2020). Thus, use of deductive method is more suitable and justifiable to provide and facilitate
valid and measurable form of data analysis and evaluation for accomplishment and better
scanning of set objectives.
Research strategy- This section of research onion comprises many kinds of strategy like
action research, observation, experimental research, interview, survey and many other form of
strategy to support and address the set objective in more effective and viable way (Herrero, San
Martín and Collado, 2018). With regard to current investigation use and implication of survey
strategy is made which consider and make use of questionnaire instead of interview for
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collection of data. The main advantages and disadvantages of interview and questionnaire as tool
of data collection under research strategy are provided below:
Strategy for research Advantage Disadvantage
Interview This strategy of data collection
facilitates two way
communication and ensures
more in-depth and detailed
information.
Taking interview is a complex
and time consuming process
that hampers the efficiency
level of an investigation (Fyall
and et. al., 2019).
Questionnaire It facilities an easy and fast way
for collecting data from a larger
section of respondents in less
time duration.
In-depth and theoretical form
of data is not provided by use
of questionnaire as data
collection strategy.
Thus, selection of questionnaire for collection data under survey strategy is more justifiable
as it ensures and leads to collection of more abundant data from larger number of respondents in
relatively lees time duration.
Choices of method- Basically there two common types of research method which comprises
of quantitative and qualitative form of method along with mixed nature of investigation where
both types of method are used by researcher for collection and presentation of data (Dinis, Breda
and Barreiro, 2020). In respect to current investigation use and adoption of only quantitative type
of research method is made as it leads to and ensures collection of data in a quick way and in
terms of numbers and facts. The justification for selection of quantitative method of data
collection is based on fact that it lead to better presentation of collected data which is mainly in
numeric form thus can be easily get converted into forms of table, graphs and charts.
Data collection and analysis- There are two sources of data from where information can be
gathered implication of both of which are made under current investigation. These two forms of
sources of data collection comprises of primary and secondary sources, use of both of which are
made under current investigation (Cole, DeNardin and Clow, 2017). Primary sources of data
collection is based on use of questionnaire for gathering information directly from the selected
participants to provide a updated and authentic form of data. On the other side, Secondary
sources comprises of online articles and journals which are discussed and evaluated in literature
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review section to provide better support and base for current investigation. Analysis of primary
data would be made through making use of pie charts and frequency table.
Sampling
It is common statistical approach and method utilised by a researcher with the aim of
selecting and identifying a pre –determined number of respondents and participants for
conducting its investigation and study (Spiller and Tuten, 2019). With respect to current
investigation on Amazon use of random sampling method is made that forms a part of
probability sampling theory and ensure equal chance of selection for all observation. The
population size that is chosen by the researcher comprises of 35 participates who are selected
from the employees file. Thus, a sample size if 35 participates are selected by researcher with the
help of random sampling method from the employees of Amazon company.
Accessibility
This part of business plan provided information regarding the ways that are used by a
researcher to assess and reach various sources of data collection to collect information for a
study. The accessibility of current investigation comprises of use of online mode of
communication along with digital platforms like social media, e-mails, etc to reach and assess
selected respondents from employees of Amazon for collection of data. Use of online modes of
communication ensures most cost – efficient and simplest way to reach and assess information
through making efficient use of digital platforms.
Ethical Issues
The ethical issues for current investigation is based in maintaining privacy and
confidentiality of collected data thus, all the set provisions of data protection act are complied by
the researcher to maintain privacy and reliability of collected data. Further, BERA code of ethics
are also adopted during current investigation to ensure that none of participants gets emotionally
or physically hurt with activity of research and a proper consent and approval is also taken from
all participants.
Significance
The selection of current research topic based in digital marketing is significant as it become
vital and important for all organisation to adopt use of digitalisation to have enhanced
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