Analyzing the Impact of Digital Marketing on Retail Company Growth

This report investigates the impact of digital marketing on the growth of companies within the retail sector, with a specific focus on Marks and Spencer. The study employs a qualitative research approach, utilizing questionnaires distributed to employees to gather primary data, supplemented by a literature review for secondary data. Key themes explored include the positive influence of digital marketing on company growth, its role in providing a competitive advantage, the significance of social media as a key platform, the ability to attract new customers, and its effectiveness in addressing challenges associated with traditional marketing methods. The analysis includes a statistical assessment of the data, followed by the conclusion and references to relevant sources.

BUSINESS RESEARCH &
ANALYTICS

Table of Contents
Chapter: INTRODUCTION..................................................................................................................3
Chapter: RESEARCH METHODOLOGY............................................................................................5
Research type....................................................................................................................................5
Research Approach............................................................................................................................5
Sampling............................................................................................................................................5
Data collection...................................................................................................................................5
Data analysis......................................................................................................................................6
Ethical consideration.........................................................................................................................6
Chapter: Research Analysis...................................................................................................................7
Theme: Digital marketing improve growth of company....................................................................7
Theme: Digital marketing provided competitive advantage to companies.........................................7
Theme: Social media is a key platform for digital marketing............................................................8
Theme: Digital marketing allow company attracting new customers................................................9
Theme: Digital marketing solution against the traditional marketing challenges.............................10
Regression and reliability................................................................................................................11
CONCLUSION...................................................................................................................................13
REFERENCES....................................................................................................................................14
Appendix.............................................................................................................................................15

Chapter: INTRODUCTION
Introduction chapter of research is about to introduce the whole study. This further
involves the reason and significance behind conducting the whole study. This study
demonstrates the role of digital marketing in enhancing growth of companies under the retail
market. Over the period of time business environment become so open and volatile which
allowed different marketing technologies and technique to emerge and allow companies to
maximises the overall growth ability of such entities (Mustak and et.al., 2021). This study
will cover different aspects of modern marketing practices that could boost up overall growth
of the retail sector companies. This study will consider all areas related to the digital
marketing improve the growth of businesses. This study has been conducted over the Marks
and Spacer Company which is among the most prominent retail sector undertaking based in
United Kingdom.
As per the views given by Giunta (2020), marketing is about to represent the products
and services in front of target customers in such manner that business entities get to take the
competitive advantage in the respective target market. There are multiple channels like social
media marketing, digital promotions, search engine optimisation are used to deliver the
growth under the marketing. All these platforms are easy to access and control by
professional in such manner that companies get to influence the whole campaign based on the
actual outcomes at any point of time in campaigning.
The views of Suginraj (2017), criticised the digital marketing by stating the fact that
these mediums and channels consumed to promote and market the product and services put
various negative impacts. Information leakage and hacking like issues could become more
aggressive from the time companies started utilising these marketing platforms.
Aim:
 To assess the impact of digital marketing over growth of company in retail sector. A
study on Marks and Spencer Company.
Objectives:
 To analysis the concept of digital marketing.
 To evaluate various methods related to the digital marketing in retail sector.
 To analysis the impacts created by digital marketing over the growth of company in
retail sector.

 To provide necessary recommendations for dealing against teh challenges of digital
marketing.
Research questions:
 What does it mean by digital marketing?
 What are the different methods associated with the digital marketing in retail sector?
 What is the impacts digital marketing and promotion could create over growth of
company under retail sector?
 What can be the possible recommendation for dealing against the challenges of digital
marketing?
Chapter: RESEARCH METHODOLOGY
This chapter depict about the methods used and consumed to deliver the whole study.
There is different section associated with this section of research study.

Research type
Research is off two different types one is qualitative and the other one is quantitative.
Qualitative type of study comprises with the theoretical models and ideologies that involve
information based on needs and requirements associated with the study. This further involves
models and information in theoretical format. Quantitative type of study is more like
statistical based and involve information in facts and figures. This study is about qualitative
type of study.
Research Approach
Research utilise different approaches such as inductive, deductive and abductive.
Inductive study is about to utilise the existing theories and models to achieve the overall
objectives behind the study. Deductive is more like trying to identify some new aspects. This
study has consumed inductive approach.
Sampling
Sampling is about to identify the primary sources in order to collect the best level of
information based on requirements of study. This study has consumed simple random
sampling technique method to sustain the authenticity in the study.
Data collection
Data collection is done with support of primary method and the other one is secondary
technique. Primary is about to put individual effort for collecting information required in
study (Suh and Chow, 2021). Questionnaire technique is used under this. 30 employees of
Marks and Spencer Company will approach under the primary study. Secondary method is
about to channelizes existing information with support of literature review. This study has
consumed both the sources to collect the information under this study.
Data analysis
On the basis of the information is collected this section involves assessment over the
information collected. This part is very crucial as it involve analyse the whole information
collected under the data collection stage.
Ethical consideration
This study has been conducted in such manner that all information has been
approached through reliable and valid sources. Also there is not threat given to the people

approached for collecting data under primary method. All principles of ethical consideration
have been used in order to deliver this study.

Chapter: Research Analysis
Theme: Digital marketing improve growth of company
Q.1) Do you feel digital marketing improve the growth of company?
Yes 25
No 5
83%
17%
Yes
No
Interpretation:
The above projected chart clearly reflects that digital marketing allow organisation to
strengthen the growth of the business organisation. 83% favour the opinion that digital
marketing allow the business organisation to cherish the growth of the company. While 17%
employees believed that the digital marketing cannot provide growth opportunities to the
business organisation in respective target market (Ivanchenko and et.al., 2019). On the basis
of the views given by the majority of respondent it can state that the role of digital marketing
is such that it completely improves the business growth under the respective target market.
Theme: Digital marketing provided competitive advantage to companies
Q.2) Do you believe tha digital marketing can allow the organisation providing competitive
advantage in the respective market?
Strongly agree 12
Agree 8
Neutral 2
Disagree 5
Strongly disagree 3

Strongly
agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
40%
27%
7%
17%
10%
Series1
Interpretation:
The above reflected chart clearly state that 40% of the employees participated in the
interview process believed that the digital market allow the organisation taking competitive
advantage under the respective target market. 27% agreed to this fact. Whereas 17% strongly
disagreed to this statement and there are 10% respondents who disagreed to this statement.
There are further 7% participants also there who had no opinion over such topic. Based on
the majority opinion it can state that digital marketing provide competitive advantage to the
business entity (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019).
Theme: Social media is a key platform for digital marketing
Q. .3) Do you think that social media is the key platform for approaching customer under
digital marketing?
Strongly agree 12
Agree 8
Neutral 3
Disagree 5
Strongly disagree 2

40%
27%
10%
17% 7%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Interpretation:
40% employees believed that social media is a key digital marketing platforms. 27%
employees agreed with this aspect. 17% disagreed and 7% strongly disagreed. There is 10%
respondent having neutral opinion over the respective topic. Based on the majority views and
opinions it can conclude that social media is a key platform against the digital marketing
practice (Wright, 2018).
Theme: Digital marketing allow company attracting new customers
Q.4) According to you is digital marketing not only allow the organisation to sustain
customer but also to attract new customers in retail sector?
Strongly agree 10
Agree 7
Neutral 4
Disagree 5
Strongly disagree 4

Strongly
agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
33%
23%
13% 17% 13%
Series1
Interpretation:
33% employees strongly agreed to the fact that digital marketing favour in attracting
new customers. 23% agreed to this fact. 17% disagreed and 13% strongly disagreed. There
are 13% employees having neutral opinions. Based on the majority views it can state tat
social media favours the company attracting new customers along with sustain the existing
customer base of organisation (Dong, Fudurich and Suchanek, 2017).
Theme: Digital marketing solution against the traditional marketing challenges
Q.5) Do you agree with the fact that digital marketing is a key solution of addressing
different challenges related to the traditional marketing techniques?
Yes 25
No 5
83%
17%
Yes
No

Interpretation:
The above mentioned pie chart believes that 83% employees stated that digital
marketing is an alternative against the traditional market challenges. Whereas 17% people
believed that digital marketing is a key solution against the different traditional marketing
challenged (Molinillo and et.al., 2020).
Regression and reliability
Regression Statistics
Multiple R 1
R Square 1
Adjusted R
Square -1.5
Standard
Error 0
Observatio
ns 1
ANOVA
df SS MS F
Significan
ce F
Regression 6 0 0
#NUM
! #NUM!
Residual 4 0 0
Total 10 0
Coefficien
ts
Standar
d Error t Stat
P-
value
Lower
95%
Uppe
r 95%
Lower
95.0%
Upper
95.0%
Intercept
-3E-
266
2.6E-
266
X Variable 1
-1E-
282
1.3E-
282
X Variable 2
4.21E-
78
4.21E-
78
X Variable 3 0 0

X Variable 4
-3E-
266
2.6E-
266
X Variable
5 1 0
6553
5
#NUM
! 1 1 1 1
X Variable
6 0 0
6553
5
#NUM
! 0 0 0 0
The above stated chart clearly reflects that 0 this denote that both the factor digital
marketing and growth of company are inter related to each other. Result of correlation and
regression indicate that it prove the null hypothesis that establish the in term relationship of
both the factor (Dominici and et.al., 2021).
CONCLUSION
Digital marketing s the modern solution for all different marketing related challenges.
The modern requirement of the marketing is directly associated with the marketing and other
related aspects associated with the digital marketing technologies. Social media is a key
platforms to entertain digital marketing.