Effects of Digital Marketing on Luxury Brand Performance: Ted Baker

This dissertation proposal investigates the effects of digital marketing campaigns on the performance of luxury brands, using Ted Baker as a case study. The research aims to identify the concept of digital marketing campaigns, determine their impact on Ted Baker's performance in the UK, and evaluate potential digital marketing strategies to maximize growth. The proposal includes a literature review covering digital marketing concepts, its impact on brand performance, and potential campaigns, along with an overview of the RACE digital marketing model. The methodology section outlines the research philosophy, paradigm, approach, methodology, and strategy, including sampling methods and data collection techniques. The research employs a quantitative approach using a deductive research approach and survey methodology. The study seeks to provide evidence-based results on the potential of digital marketing campaigns in the luxury sector.

DISSERTATION PROPOSAL
To understand what are the effects of a
successful digital marketing campaign on
luxury brand performance
TED BAKER’S
Title: To understand what are the effects of a successful digital marketing campaign on luxury
brand performance
Chapter 1: Introduction
Significance of the topic
Purpose of the research
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Proposed aim, objectives and research questions
Chapter 2: Literature Review
Chapter 3: Research Methods and Methodology
Research philosophy
Research paradigm
Research approach
Research methodology
Research strategy
Sampling methods
Data collection methods/tools
Ways of interpreting data
(Gantt chart)
Ethical consideration of the research
Chapter 4: Conclusion
Title: To understand what are the effects of a successful digital marketing
campaign on luxury brand performance
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Chapter 1: Introduction
Significance of the topic
Digital marketing is mainly inclusive of all forms of marketing efforts that include use of the
internet. In this organization under take advantage of digital channels such as websites, search
engine, social media, email etc with the help of which organization can connect with prospective
and current consumers (Cavender and Kincade, 2014). In today’s business world the use of
internet is being significantly enhanced around the globe. This provide opportunity for
organisations under take advantage of digital tools and techniques to attract larger base of
customers. The present research is conducted on the effect of digital marketing campaign on
luxury brand performance. This research identifies the concept of digital marketing campaign
and the impact of successful digital marketing on the company performance. For this research
Ted Baker a leading luxury brand of United Kingdom is being undertaken. The research also
determines potential digital marketing campaign with the help of which company can enhance
their growth.
Purpose of the research
The main purpose of present research is to identify the effects of successful digital
marketing campaign on luxury brand performance. The present research is conducted on Ted
Baker’s, which is operating its roles and responsibilities in the provinces of United Kingdom as a
luxury brand. The main purpose of this research is to determine the impact of successful digital
marketing campaign on company performance along with certain digital marketing campaigns
that will help organization to long term growth and success.
Rationale of the research
The reason behind selecting area of digital marketing for luxury brands for this
investigation is personal interest and inclination towards understanding digital marketing impact
on the corporate industry specifically elite high income brands. In addition to this investigating
the outcome of successful digital marketing campaign on performance of luxury brand can help
determine the scope of digital marketing for luxury businesses. It can help uncover the role of
digital marketing campaigns in supporting growth of luxury brands so that the usage of digital
marketing by luxury brands becomes more specific and targeted. The area of this investigation is
important because luxury firms can use the conclusion of this investigation to modify their
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digital marketing campaign and maximize its positive impact on the company. In addition to this
it’s also useful for any future research in the field of digital marketing because it will provide
evidence based results about the potential results of digital marketing campaigns in the current
corporate world.
Proposed aim, objectives and research questions
Research Aim
To identify the impact of a successful digital marketing campaign on luxury brand
performance. A study on Ted Baker, UK
Research Objectives
 To identify the concept of the digital marketing campaign.
 To determine the impact of a successful digital marketing campaign on Ted Baker’s
performance in the UK.
 To evaluate the potential digital marketing campaigns that will help Ted Baker to
maximise its growth.
Research Questions
 What is the concept of the digital marketing campaign?
 What is the impact of a successful digital marketing campaign on Ted Baker’s
performance in the UK?
 What are the potential digital marketing campaigns that will help Ted Baker to maximise
its growth?
Chapter 2: Literature Review
Literature review is defined as an overview of previously published work on a particular
topic. With the help of this investigator can gain formality with the current knowledge in the
chosen field. With the help of this researcher can also gain understanding of the research topic
and can fulfil research aims and objectives in effective manner
Concept of the digital marketing campaign
According to the viewpoint of Dodson, (2016) digital marketing campaign is inclusive of
execution of marketing strategy across different digital marketing channels. With the help of
digital marketing campaign organization can influence attention of target market audience in
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effective manner. In simple terms digital marketing campaigns to update in online marketing
efforts that allow organization to enhance growth, drive engagement, conversion, revenue and
traffic. In today’s business world digital marketing campaign is a dynamic in sustainable
marketing strategy which helps organization to enhance their marketing effort and influence
attention of customers. With the help of digital marketing campaign organization can not only
take advantage of social media marketing search engine optimization, pay-per- click, mobile
marketing, affiliate marketing analytics and more. With the help taking advantage of these forms
of marketing tools and techniques organization is having capacity to enhance their digital
marketing growth. In addition to this it has been analysed with the help of taking advantage of
digital marketing campaign organization can successfully issue more competitive edge in the
market.
Impact of a successful digital marketing campaign on Ted Baker’s performance in the UK
According to the viewpoint of Chaffey and Ellis-Chadwick, (2019)digital marketing campaign in
todays marketing world is one of the most effective tool which allow organizations to assure
more growth and profitability. In context with Ted Baker which is a luxury brand in the United
Kingdom, it has been analysed and with the help of implementing digital marketing campaign
company can significantly enhance their growth revenue and can assure global reach. In addition
to this with the help of this organization can also assure positive impact in terms of lower cost
and effective targeting options with multiple strategies. This will help organization to assure
open is offering personalised services to customers that helps in improving conversion rate. In
addition to this it has been analyse that by taking advantage of digital marketing campaigns Ted
bakers have significant impact on their performance, as it helps organization to satisfy customers
on large scale which automatically enhances organization competitive ratio in profitability edge.
Potential digital marketing campaigns that will help Ted Baker to maximise its growth
According to the viewpoint of (Behera, Kamboj and Bala, 2020) in today’s business environment
digital marketing is playing important in crucial role which help leading and small business
organization to assure higher growth and profitability. In context with the present selected luxury
brand Ted Baker’s it has been analysed but there are different types of digital marketing
campaign that will help organization to maximise their growth this Ted Baker can take advantage
of social media marketing, search engine optimization, email marketing and can conduct
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traditional and online digital marketing campaigns with the help of taking use of marketing
campaigns on different social media platforms such as Facebook, Instagram etc can assure
maximum attention of customers. This will significantly assure organization to enhance their
overall growth and performance in the industry.
RACE digital marketing model
This marketing framework is used for implementing successful marketing campaigns
because it offers structured way of planning marketing strategy of an organization. The four
stages of this framework are reach, act, convert and engage. It is useful model for creating digital
marketing strategy because it provides single approach which can be applied to different levels
of a digital marketing. Each stage of the RACE framework supports an enterprise in setting up
clear and realistic objectives, strategies, tactics and KPI’s needed for attaining its marketing
objectives. The explanation of the model along with its critical analysis and application in case of
luxury brand Ted Baker is provided below:
 Reach: This stage focuses on building awareness about the brand so that consumers
recognize the brand and are aware about its products. In this Ted Baker can collaborate
with famous online fashion portals such as digital Vogue and Harper’s Bazar to create
awareness about its luxury products to create higher brand awareness among high income
consumers.
 Act: In this stage the focus of businesses is on building suitable brand interaction with
consumers on offline or online channels and generating leads. In this stage Ted Baker can
offer consumers rewards for providing contact details and taking action such as subscribe
to company website to influence their decision making positively.
 Convert: In this stage the actual action of converting potential consumer to existing
consumer is accomplished. Ted Baker can personalize website recommendation for very
consumer so that they are make decision in favour of purchasing from the company.
Discounts and special gift codes can also be used by Ted Baker for the conversion stage..
 Engage: This stage s focused in building strong consumer relationship so that loyal
consumer base is gained by the company. Ted Baker needs to build digital loyalty
program in order to improve consumer engagement post sale of product.
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The advantage of this model is that is that it improves consumer relationship management. It
also helps increase sales of the company. It helps influence the consumer to take further action
and purchase goods of the firm. It helps the brand attract target consumer segment by using
suitable channels for increasing brand recognition.While the disadvantage of this model is that
specific actions which can help the company improve consumer engagement and loyalty are not
offered in the framework. It requires investment in building digital technological competency
and financial resources. Along with this, it is complicated stage and different tactic needs to be
sued to ensure suitable interaction is completed with different consumer segment. In addition to
this, it does not provide immediate results in terms of sales and profits and increases expenditure
of the company in publishing and promotion.
Chapter 3: Research Methods and Methodology
Figure 1: Research Onion
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Source: https://www.aesanetwork.org/research-onion-a-systematic-approach-to-designing-
research-methodology/
Research philosophy
Present research conducted on the concept of the impact of digital marketing campaigns
on a luxury brand performance. For this researcher has taken use of positivism research
philosophy (Dźwigoł and Dźwigoł-Barosz, 2018). The main reason is to take this approach in
order to take advantage of factual knowledge and further accumulated any information via
observation. In addition to this by taking advantage of this method researcher is aiming towards
to support research in practical in scientific way.
Research paradigm
To accomplish present research objectives and aim researcher is implementing research
project approach in which investigator is taking advantage of quantitative method. Along with
this researcher is taking use of positivism pragmatism to accomplish research objectives in an
effective way.
Research approach
Research approach is one of the most essential methods of research methodology that
help investigator to accomplish research objectives in effective manner, as to accomplish present
research objectives investigator is taking advantage of deductive research approach. The primary
reason to take use of this method is to support investigation objective it also helps in
coordinating with positivism research philosophy. With the help of this investigator is also
looking towards to have better form of canning in testing of numeric facts and data.
Research methodology
Research methodology is a crucial aspect of every research framework it offers vital data
information related to the selection and choice of research method. In order to fulfill present
research aims and objectives investigator is under taking advantage of quantitative research
approach in which survey methodology is being selected. By taking advantage of this method
researcher is aiming towards to collect data and information from wider range of sources. With
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the help of this investigator can accumulate information in numerical and statistical manner and
further present them with the help of tables and chart.
Research strategy
Research strategy is termed as a framework and design which help investigator to conduct
research in appropriate manner. This is mainly dependent focus on selection of research strategy
which is mainly inclusive of experiment, action research, empirical research, observation etc.
Along with this it has been analysed that it provides investigator and opportunity to execute
research in effective manner. In addition to this with the help of research strategy investigator
can execute research in a systematic way which helps in accomplishing overall research in
effective manner (Stokes and Wall, 2017). Furthermore, it has been evaluated that to fulfill
present research investigator is taking advantage of survey research strategy. The main reason to
take use of this method is to accumulate data from wide range of respondents and further analyse
their viewpoint. With the help of this investigator can acquire data from sufficient sample size
that further helps in assuring valid outcome.
Sampling methods
This is mainly termed as a statistical process in which researchers can take use of statistical
method to accomplish research.
Sample size
To fulfill present research investigator is taking advantage of random sampling method in
which they are taking use of 30 respondents. All these are employees of Ted bakers. In this
investigator is taking use of the probability method. The main reason to take them as respondents
that they are having appropriate and efficient knowledge associated to the topic in this
investigator will acquire information from questionnaire.
Sample type
All the selected employees of Ted Baker are inclusive of employee level.
Data collection methods/tools
There are various forms of data collection analysis method for example primary and
secondary. In order to execute present research investigator is taking use of both the primary
secondary form of data collection method (Sakyi, Musona and Mweshi, 2020). With the help of
this investigator is taking use of survey to acquire authentic in first hand data. While on the other
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hand in context with secondary data collection method researcher is taking use of past research
work, books, articles etc. Furthermore in order to analyse primary data researcher is taking use of
frequency tables and charts. While on the other hand in terms with secondary data collection
method researcher is taking advantage of literature review. In primary data investigator is taking
use of questionnaire in which total 12 close ended questions will be included. The survey is
paper base in which the respondents needs to answer in first 12 days.
Ways of interpreting data
In order to interpret data that has been collected from primary and secondary sources
investigator is going to interpret them with the help of charts and tables. While in context with
secondary data to interpret collected data from secondary sources investigators undertaking use
of literature review. To analyse quantitative data investigator is taking use of excel to increase
bar and charts.
(Gantt chart)
Research Activities Week
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Week
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Week
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Week
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Week
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Week
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Week
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Week
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Week
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Week
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Introduction (background,
rationale of the study,
aims, research objectives,
research questions.)
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Literature Review
Research methodology
Creating questionnaire/
interview questions
Collection of Data
Analysis of Data
Discussion/Interpretation
of data
Conclusion and
Recommendation
Ethical consideration of the research
Present research is conducted on the impact of successful digital marketing campaign on the
luxury brand performance. In order to execute this research investigator aim towards adhering to
all ethical consideration in order to fulfill research objectives in effective manner. In this
investigator has undertaken use of BERA code of ethics and properly complied with the
provision of data protection adds this will help in enhancing viability of research.
Chapter 4: Conclusion
According to the above mentioned analysis it has been determined the digital marketing
campaigns plays important role in today’s business environment that will help organization to
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take use of global reach, lower cost, personalization social currency and can significantly
improve conversion rate. With the help of taking use of appropriate research method
accomplishment of research m can be accomplished in an effective manner. Furthermore,
according to the above discussion it has been stated that it is essential for organization to invest
in digital marketing campaigns with the help of effective research to assure higher growth and
profitability.
References
Books and Journals
Behera, R.K., Gunasekaran, A., Gupta, S., Kamboj, S. and Bala, P.K.( 2020). Personalized
digital marketing recommender engine. Journal of Retailing and Consumer
Services, 53, p.101799.
Cavender, R. and Kincade, D.H.(2014). Management of a luxury brand: Dimensions and sub-
variables from a case study of LVMH. Journal of Fashion Marketing and Management.
Chaffey, D. and Ellis-Chadwick, F.( 2019). Digital marketing: strategy, implementation &
practice. Pearson uk.
Dodson, I., (2016). The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
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