Digital Marketing's Impact on Simply Leisure Ltd: A Report

This report examines the impact of digital marketing on business operations, with a specific focus on Simply Leisure Ltd. It explores the importance of digital marketing in promoting products and services, maintaining market reputation, and gaining a competitive advantage. The report delves into the evolution of digital marketing, its advantages over traditional methods, and its role in reaching wider audiences. It includes a literature review, research methodology, findings, and discussions, analyzing the challenges faced by businesses in implementing digital marketing strategies. The study investigates how digital platforms like social media and the internet are utilized for marketing, and it also analyzes the impact of digital marketing on various business functions. The report concludes by providing recommendations for optimizing digital marketing practices, and it emphasizes the need for businesses to understand their target audience and adapt their strategies to meet customer needs. The research incorporates various perspectives from different authors and scholars to provide a comprehensive understanding of the subject matter.

DIGITAL MARKETING
AND THEIR IMPACT ON
BUSINESS

ABSTRACT
The research report is all about the effectiveness of social media importance of digital
marketing and its impact on business. The report has provided the detailed information about the
perception of different authors and scholar about the impact of digital technology on business. It
has been found after the investigation that digital technology has positive effect on business.
Research report has also successfully highlighted the issues or challenges faced by company in
using the social media for promoting business. It has also been found that digital technology is
the best suitable for the marketing activities.

Table of Contents
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION AND BACKGROUND.............................................................4
1.1 Introduction...........................................................................................................................4
1.2 Purpose and significance of the research .............................................................................4
1.3 Research Background............................................................................................................5
1.4 Aims and Objectives.............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................9
CHAPTER 4: RESULTS/FINDINGS...........................................................................................12
CHAPTER 5: DISCUSSION.........................................................................................................17
CHAPTER 6: CONCLUSION......................................................................................................20
REFERENCES .............................................................................................................................21

CHAPTER 1: INTRODUCTION AND BACKGROUND
1.1 Introduction
Digital marketing has become an important aspect across the world for the organisations
to promote their products and services and maintain a good market reputation. It has become
important today for the organisations across the globe to have a good entrepreneur advantage in
ensuring digital marketing practices. In order to this, the organisations across the world hires
entrepreneurs which are able to achieve set growth and development for them. The below study
is going to explore and recognize the importance of an entrepreneurial approach to the process of
opportunity. It is going to analyse the relevance, breadth and validity of the sources of research.
The report will make use of appropriate frameworks and analytical methods and will link theory
and practice along. Along with it, it is going to explore the evidences of applied innovation and
provide the logical developed argument. Important critical thinking and good scholarly practice
is used in the report. The chosen organisations for the report is Simply Leisure Ltd. It is an active
company incorporated in 2016. Its headquarters are located in Swansea, United Kingdom. The
organisation is known for the provision of fitness facilities and to provide better healthcare
options to people. It is a micro organisation with 10 employees and turnover of £2 million. It is
important for the organisation to develop its products and services as per the needs and
requirements of its people and achieve set growth. The study will analyse the importance of
digital marketing and its impact on the business of Simply Leisure Ltd. The report is going to
provide a brief literature review, methodology used, research findings, in-depth discussions and
required conclusions. Along with it, the report will discuss the importance of digital marketing
and development within the organisational environment of Simply Leisure Ltd.
1.2 Purpose and significance of the research
The research is based on the impact of digital marketing on the business of Simply
Leisure Ltd. It is done in order to evaluate how or in what ways digital marketing is allowing the
organisation to grow and prosper its business and business activities. Digital marketing today is
an essential factor for any organisation to transform itself and gain new business opportunities.
The research will make use of effective literature in order to understand and evaluate the
important aspect of Digital marketing on the businesses across the world. It is going to evaluate
the in-depth discussions of the authors about the digital marketing scenario and in what manner

digital marketing is allowing their firm to grow and develop. The research will make use of a
variety of research methodologies to gain the required results and to classify the findings in order
to prepare a brief report. Along with it, important recommendations are provided to the
organisation in order to adopt digital technology and ensure set growth and development.
1.3 Research Background
The topic of the research is Digital Marketing and its impact of businesses. Digital
Marketing is one of the most effective tool of the business helps it to promote its products and
services on a large scale with fewer expenses. It is one of the best approach which new world
businesses are seeking in order to achieve growth and success. Digital marketing tends to
promote, marketing and advertise its products and services on digital technologies such as
mobile, internet, web etc. The rise in technology has given a boost to digital marketing and has
allowed business to expand themselves into different horizons.
1.4 Aims and Objectives
Aim
“To analyse the importance of digital marketing and its impact on business- A case study
on Simply Leisure Ltd.”
Objectives
 To analyse the concept of digital marketing
 To determine the importance of digital marketing within Simply Leisure Ltd
 To identify the impact of digital marketing on business functions.
 To analyse the issues of digital marketing while promoting products of Simply Leisure
Ltd
 To evaluate different ways through which company can make proper changes in digital
marketing procedure.
Research Questions
 What is the concept of digital marketing?
 What is the importance of digital marketing within Simply Leisure Ltd?
 What are the impacts of digital marketing on business functions?
 What are the issues of digital marketing while promoting products of Simply Leisure
Ltd?

 What are different ways through which company can make proper changes in digital
marketing procedure?
CHAPTER 2: LITERATURE REVIEW
According to the views of Berman and Dalzell-Payne (2018), Digital marketing is one of
the essential requirements for the businesses across the world to achieve set growth and
advantage. As per the internal analysis of Simply Leisure refers to the marketing of products and
services on internet specially. It also includes market them on mobile phones, display advertising
and other digital mediums. It is important for a business to make use of digital marketing
practices in order to ensure that its products and services are being promoted on platforms which
are being used worldwide. Platforms such as social media, internet, etc. are used by each and
every individual across the world. It helps the organisation to promote its products and services
on large and gain new market growth.
Similarly, Flew (2018), states that today digital marketing has replaced other marketing
practices such as billboard advertising and campaigning. It has become important for
organisation to make use of digital marketing instead of other marketing practices. Digital
Marketing provides a large platform to the audiences across the world and to analyse what are
the major requirement of an organisation. It also helps these organisations to evaluate the
important needs of their own and find the aspects which needs to be find in order to achieve set
growth and development.
According to the view of Janssens (2019), digital marketing has gained rapid growth
across the world because of the platforms such as Facebook, Instagram, Twitter etc. These
platforms have helped the organisations across the world to advertise their products and services
on large scale and gain new market advantage. Facebook is used by 2 billion users across the
world and promoting its services on platforms such as Facebook can help the organisation to
reach large audiences. Other platforms such as Instagram and twitter have also helped these
organisations to reach large scale employees.
As per the views of Ferreira, Fernandes and Ferreira (2018), social media has allowed
people of different age groups, backgrounds to understand and connect to each other and share
their own experiences. Marketing the products and services which are made by their own
preferences helps the organisations in developing their particular needs and gain set market

growth. Along with it, provides them with new directions to achieve set growth and development
for the firm.
According to Sousa and Roch (2019), digital technology has allowed various organisation
across the world to identify and be a part of different markets. The consumers across the world
today are aware of what is happening outside of their culture and in what ways they can have an
experience of the other cultures. The rise in usage of technology in the global markets has made
people to reach new standards and develop a source of understanding of different global markets.
It has made digital marketing a new growth prospect for the organisations across the world.
Skog, Wimelius and Sandberg, (2018), states that digital technology has created a large
impact on the overall businesses of the world. It has made it easy for the businesses to make use
of the platforms where they can sell products and services. The internal analysis of Simply
Leisure showcases that internet marketing has picked rapid achievements because of the growth
prospects. It has opened doors for new business to transform themselves by promoting their
products and services on the large scale.
Similarly, Flew (2018), states that marketing has become easy because it has become
digital. In the earlier times businesses used to find it difficult to promote themselves on large
scale. The done environment analysis of Simply Leisure showcases that, it requires a lot of
investments, money, finances etc. from the organisation to promote themselves globally or
nationally. Marketing of the products and services on digital platforms has made it easy for the
organisations to invest less and promote their products and services on the large scale.
However, Michelman (2018), states that Digital Marketing with its benefits has its own
disadvantages too. These disadvantages include bad reputation of the organisation or the
business. Having a single platform provides the advantage for the business to be a part of large
customer base, but the same advantage can prove as disadvantage too. Often the people tend to
provide negative comments on social media which makes the reputation of the company suffer
and it also hinders the growth and development of the organisation.
As per the views of Ferreira, Fernandez and Ferreira (2018), as pre the done internal
analysis the organisations in order to prepare themselves in order to sell their products and
services on digital marketing needs to develop themselves accordingly. They require to have
their organisations page on each and every platform of social media. Such as Facebook,
Instagram, twitter, etc. It is important for the organisation to set a team or set up a number of

people which can take responsibility for these actions. In this manner, the organisation can
achieve set growth and development.
According to Vendrell‐Herrero, Bustinza and Gomes, (2018), the issues and challenges
which the organisations face in ensuring successful digital marketing includes building a website
which serves the purpose of marketing. It requires a sort of awareness for the businesses to make
a proper website. A website can only be made after understanding the customer needs and wants.
In order to do this, the organisations have to understand what it customers desires are and have to
promote their products and services accordingly.
As per the views of Bouwman, Molina-Castillo and de Reuver, (2018), understanding the
audience is the core requirement when an organisation chooses to be a part of digital marketing.
It is important that organisation understand what are its needs and requirements of its customers
and what is making it reach new dimensions. It often helps the organisation in developing itself
as per the business and its customers needs and achieve required growth from promoting its
products and services on digital platforms.
Similarly, Berman and Dalzell-Payne (2018) states that digital marketing is often based
on providing the customers with the information about the organisation in order to achieve new
customers along with explaining them what the organisations activities are. It tends to help the
organisation in understanding what are the requirements its customers and how effectively these
requirements can be fulfilled once it has started promoting itself.
However, Vendrell‐Herrero, Bustinza and Gomes (2018), states that digital marketing's
only aim is to provide its customers with the information of the business. It is not important for
the businesses to understand the customer but it can directly promote its products and services on
the digital platforms. The people which are going to be interested in the sold products and
services of the organisation will directly come in terms to buy them.
As per the views of Reis, Amorim and Matos (2018), digital marketing has provided the
businesses with opportunities to provide customer support to its clients. In earlier times, it was
difficult for the organisations to provide customer support to all of its customers. Digital
platforms such as social media, websites, android applications has made it easy for the
companies to solve the problems of their customers easily. It has made the businesses to achieve
required business growth and development.

According to Rossignoli, Virili and Za, (2018), digital marketing is the means of making
new appearances of the same brand and the same products and services sold by an organisation.
As per the strategic analysis of Simply Leisure, it helps the company and the organisations to
reach to consumer platforms with or without making the change in their products and services.
The opportunity to promote the products and services on the platforms of digital marketing helps
the organisations to promote the current products which they are selling to new customers or
making changes in the current products and promote them to the overall consumers.
As per the views of Sabri (2019), promoting of products and services digitally is the
cheapest method of promotion in the 21st century. Organisation such as Apple, Gucci, Chanel,
Samsung, etc. As per the done Risk analysis of Simply Leisure, the organisation promotes their
products and services on their official websites as well as on the social media platforms. It allows
the organisation in fast promotion of their products and saving large expenses which are being
done on the promotional activities. This can help the organisation to reach new consumer
markets without being affected from large expenses and face issues of cost savings.
According to Janssens (2019), as per the done planning and ethical analysis the major
obstacles which the organisation faces while marketing its products and services digitally
includes generating right traffic and leads. In order to generate the appropriate traffic, it is
important for the organisations to understand which particular consumers it needs to target for
that. Along with it, they have to post high-quality content on their websites to deal with the issue.
Measuring the Return of investment is another major troubles faced by the organisations in
ensuring proper digital marketing. In order to solve this, it is important for the organisation to
establish link between the marketing initiatives across the board, which requires tracking metrics
from a number of websites. This helps the organisation to resolve the issue of measuring of
return of investment and achieve set growth.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology can be defined as theoretical analysis of the method applied to the
particular field of the study. It can also be considered to be as the procedure executed by
researcher in order to accomplish objectives (Humphries, 2017). The selection of an appropriate
research methodology is very much crucial in order to generate desired results. Research
methods enables an individual to conduct investigation in systematic manner. Scholar uses
unique technique for performing the different research activities. Selection of the method,

approach or technique is completed based on the nature of activity which are required to
performed. The different types of techniques which has been used in the present study includes:
 Research type: The type of research basically refers to study which assist scholar in
solving problem using scientific method. Qualitative and quantitative are two types of
investigation which are generally performed by researcher. Scholar decision related to
selecting the type of research to be conducted is completely based on the nature of the
subject. Qualitative research includes collection of the facts related to the topic (Ledford
and Gast, 2018). Quantitative research is mainly concerned with gathering of numerical
figures related to the subject matter chosen for investigation. Researcher, considering the
nature of topic has conducted the qualitative research on topic the importance of digital
marketing and their impact on business. In this research, investigator has performed
specific type of research on topic because, qualitative research enables a collection of
huge amount of information related to the topic. In addition to this, qualitative research
also assist scholar in developing the in depth knowledge about the topic.
 Research design: It can be defined as the framework chosen by investigator for
combining the different components of the study in logical manner. Research design
support, scholar in handling as well as managing the problems which occurs during the
time of investigation. It is basically outlined about the way different activities will be
conducted during the type of investigation. Research design also helps investigator in
getting to the answers to research questions. The different types of research designs are
experimental, exploratory, explanatory and descriptive (Robson and McCartan, 2016.).
Exploratory research design is mainly chosen for the studies in which problems are not
defined clearly. Explanatory research design are executed for the problem on which
investigation has not been conducted earlier. Experimental research is generally used for
performing scientific research. Descriptive research design is basically scientific method
which involves observing and describing the behaviour of a subject without influencing it
in any way. The investigator has selected the exploratory research design for present
study on topic, importance as well as impact of digital technology on business
(Silverman, 2016.) Scholar has selected the exploratory research design as it enables
investigator in developing the understanding about the topic. In addition to this, other

reason for selecting the exploratory research design is that it provides the flexibility of
sources in context of data collection.
 Research approach: Inductive and deductive are two types of research approaches used
in the typical researches. The inductive approach of research includes the collection of
data on the topic. While using this research the researcher looks for the data pattern, and
works on developing a theory which can explain those patterns. This approach is used by
the researcher in the present study to develop a hypothesis from the collection of
appropriate data.
 Research philosophy: Two types of research philosophy are Interpretivism and
positivism. These philosophies are used by the investigator in order to perform various
activities related to the research. The present study is going to make use of Interpretivism.
This philosophy is chosen because it allows the researcher to gain an in-depth
understanding of the digital marketing, its practices and how effectively it can be put in
research to achieve the chosen objectives. The Interpretivism includes the usage of small
samples and in-depth analysis of the things.
 Sampling: Purposive sampling which is also known as Judgement, subjective or
selective sampling is used in the present research. Purposive sampling is a type of non-
probability sampling. The sampling is used by the researcher because it is cost effective
and time effective method of sampling. Along with it, this method of sampling is
effective in exploration of anthropological situations. In order to gather the required data,
the researcher has chosen 100 senior managers of Simply Leisure Ltd. These people are
asked with the questions as per their understanding and knowledge.
 Data collection: Data collection methods are used by the researcher in order to collect
the data for the research. Two types of basic data collection methods are used in the
researches which as primary and secondary. The primary collection of data uses open-
ended questions, focus groups, observations, case studies etc. In this collection method
the researcher is going to make use of questionnaire. The other collection method of data
is secondary. In this method of collection, the researcher is going to make use of books
and journals to evaluate the kind of data required.
 Data analysis: There are two types of data analysis techniques. One is qualitative and
another is quantitative data analysis. The present research is making use of qualitative

data analysis in which researcher has selected the method of thematic analysis. The
thematic analysis is going to help the researcher in discovering of the patterns and
framing a specific question of research. Thematic analysis will allow the researcher to be
more clear about the specification of the research.
CHAPTER 4: RESULTS/FINDINGS
Theme 1: Rise in profitability is one of the major benefit of digital marketing to Simply
Leisure Ltd.
New Market 30
Rise in profitability 40
Success and Growth 20
Customer Gains 10
New Market
Rise in profitability
Success and Growth
Customer Gains
0
5
10
15
20
25
30
35
40
Column B