Research Essay: Impact of Digital Marketing on Marks & Spencer Sales

This reflective essay examines the impact of digital marketing on the sales and overall performance of Marks & Spencer (M&S). The essay begins with a reflection on the potential research outcomes, highlighting the importance of digital marketing in today's business environment. It emphasizes the use of online channels and social media to connect with customers, enhance brand awareness, and drive sales. The essay discusses various digital marketing tools, including website optimization, content marketing, email marketing, and social media strategies (Facebook, Twitter, LinkedIn, Instagram, etc.). The significance of the research is then explored, emphasizing the benefits for scholars and the importance of understanding digital marketing concepts. The research methodology, including the use of secondary sources, survey methods, and a Gantt chart for project management, is also discussed. The essay concludes by acknowledging the ethical considerations and the importance of adhering to research principles. The essay highlights the positive impact of digital marketing on sales, customer engagement, and brand image and provides a comprehensive overview of the topic.

Reflective Essay
Table of Contents

Research Topic: Impact of digital marketing on sales of an organisation. A research work on
Marks and Spencer...........................................................................................................................1
Reflection.........................................................................................................................................1
Reflection on potential research outcomes.............................................................................1
Reflection on significance of research study..........................................................................2
REFERENCES................................................................................................................................4

Research Topic: Impact of digital marketing on sales of an organisation. A
research work on Marks and Spencer.
Reflection
Reflection on potential research outcomes
The current investigation and research topic is based on the topic of Impact of digital
marketing on sales of an organisation thus, it would ensures better understanding about the
overall concept and need of digital marketing for an organisation. The potential research
outcomes of current project consists of better awareness and understanding about the use of
digital marketing by organisation that involves making use of internet and other online channels
to reach and assess the customers. The potential outcomes of current investigation consists
information regarding the concept and need of diglital marketing for an orgnisation as it has been
evaluated that in current modern atmosphere it is vital for organisation to use a more effective
and constant form of tools to communicate and share information with customers at global level.
The current investigation lead to better evaluation of impact lead by Digital marketing on overall
sales and productivity of organisation as digital marketing lead to an efficient mode of
communication that could be utilised by an organisation to transfer information about its
exclusive range of products through making use of Cohesive Content Experience for customers.
It could be evaluated from current investigation that use of digital marketing lead to better
customers experience and awareness on consumers regarding product and services through use
of various form of online and digital marketing that includes more interactive and attractive
advertisements and online campaign to attract and cater larger number of customers.
Thus, current investigation facilitates a vital information for scholars regarding the direct
and positive impact of digital marketing in sales and productivity of organisation through
attracting larger number of customers for products and services. Apart from this, the potential
outcomes of current investigation consist of better evaluation of all best possible platforms and
tools of digital marketing that could be used by an organisation in order to enhance its sales and
global presence. It would be also evaluated by me with the help of current investigation that
there are various types of online platforms like Website, content Marketing, Email Marketing,
social Media Marketing, Affiliate Marketing, Mobile Marketing, Online PR, conversational AI
and Web Analytics that could be adopted and used by an organisation to ensure better connection
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and interaction with customers. Beside this, I would also get better information about the use of
social media marketing that consist of Facebook, Twitter, LinkedIn, Snapchat, and Instagram
with the help of which an organisation can distribute content to transfer required and relevant
information to customers. Beside this, it also been observed by me that use of social media
marketing and other digital tools provides a two-way communication for an organisation to
effectively interact with customers with the help of content such as likes, comments, direct
messages, or through posting on official pages and websites of an organisation. Thus, a reflection
could be made that a potential outcomes regarding the aspects that use of social media marketing
and other digital platforms like content marketing, nine websites, etc lead to enhanced global
presence and better sales for organisation through attracting and catering larger number of
customers through leading direct and more efficient communication with target audience.
Thus, could be reflected that main potential outcomes of current investigation would
consists of a better understanding about the concept and need of digital marketing in contest of
selected organisation along with setting better relationship between digital marketing and its
importance for an organisation. Further, current investigation is also focused towards setting and
evaluating the impact lead by digital marketing in the overall sales and productivity of an
orgnisation along with lading better evaluation of possible platforms and tools of digital
marketing to have better global presence and attract larger number of customers at international
level to enhance sales and brand image of an organisation.
Reflection on significance of research study
The current investigation and research study is very significant for me and other scholars
as it lead to better understanding about the concept of digital marketing along with its need and
importance for an organisation. Further, better knowledge and evaluation of impact of digital
marketing on overall sales and productivity of an organisation is also lead by current research
study thus, ensures better skills and knowledge in me that are required for leading better success
and enhanced productivity of an orgnisation. Beside this, the selection of current research study
is also vital and significant as it meet my academic and educational background along with
leading better knowledge about ethically compliant methodology for conducting an
investigation.
The current resrch study yield better understanding about various types of research
methods and approaches that entrusted improved analytical and research skills in me. Current
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research study is significant for me as it provided information about the four main types of
Research philosophy that makes me capable to select and adopt most viable philosophy for
leading a research work. It has been learnt by me that Posistivitism philosophy is basically
associated with quantitative form of data and consists of testing of set objectives where as
interpretivism lead to more in-depth and systematic form of research that includes setting of
objectives along with proper analysis and discussion of qualitative data to reach a more valid and
justifiable conclusion. Further, it has been also learnt by me that there are two main type of
research method i.e. qualitative and quantitative out of which use of Qualitative method of
research is being made by me as it ensures collection of more detailed and in-depth data for
meeting set objectives.
Further, the current research work also lead to better information about sources of data
collection that enhance my analytical skills to opt a best suitable data collection and analysis
technique. It has been learnt by that primary and secondary sources are most commonly used
source of data from which primary is associated with collection of first hand data directly from
the respondents. Thus, it has been evaluated by me that use of primary sources of data collection
is more time consuming and also a complex process. Thus, use of secondary sources of
information is made by me. Further, I had planned to use survey and systematic literature review
as technique of data collection and analysis as it lead to better evaluation and review of various
online articles and authenticate journal to ensure collection of verified and detailed information
for current investigation. Thus, it could be reflected that use of secondary sources of information
are efficient for my current investigation to gather information on selected topic in order to
accomplish current investigation in a efficient and more effective way.
Apart from this, current research study also facilitates enhancement in my managerial
skills as use of a Gantt chart and other statistical tool are also made by me to ensures timely
completion of research work to achieve the desired objectives in more efficient way. The current
research study is significant for me as it enriched by information regarding the better use of
Gantt chart and other statistical tool that are useful to bring clarity and more transparency in
research work. Further, use of Gantt chart also ensures that none of the crucial activity or task
should not be get missed out thus, reduces the chances of overlapping and chaos to lead a more
efficient and better conduction of resrch study. Besides this, a better understanding about the
sample process is also lead by this current research study that makes me able to select most
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viable and suitable sources of information and appropriate online articles and journal for current
investigation. Use of sample method is significant to improve the efficiency and viability of
current research study through limiting the time for selection of appropriate articles.
The current research study is very vital and significant for me as it also make me aware
about the ethical consideration and regarding the ethical compliant research methodology to
accomplish all task and activities of an investigations in an appropriate way. While opting for the
method used for current investigation all the research principles and code of conduct are properly
met by me along with leading due care that none of the intellectual property right or sentiments
or emotion of any individual should not be harmed or hurt by me.
Thus, overall it could be reflected by me that current investigation is significant and
rationale for me in all aspects as it lead to better information regarding the vital concept of digital
marketing along with leading better communication and managerial skills. My academic and
educational perspective are also met my current investigation as based on impact of digital
marketing on sales and productivity of organisation that meets both my personal and professional
perspective. Further, a better understanding about various forms of ethically compliant
methodology is also lead by current research study along with use of Gantt chart and other
statistical tool that ensures better managerial and analytical skills for leading better results and
growth opportunity for me in future.
REFERENCES
Books and journal
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Saura, J.R., Palos-Sanchez, P. R. and Correia, M. B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Nikunen, T. and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223). 12(2).
Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
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Cole, H.S., DeNardin, T. and Clow, K.E., 2017. Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly. 38(4).
pp.203-212.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education. 41(2). pp.77-90.
Sponder, M. and Khan, G. F., 2017. Digital analytics for marketing. Routledge.
Langan, R., Cowley, S. and Nguyen, C., 2019. The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education. 41(1). pp.32-46.
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