Analyzing Digital Marketing's Impact on Product Promotion at Next PLC

This dissertation investigates the impact of digital marketing on product and service promotion, focusing on Next PLC, a British multinational clothing and home product retailer. It examines the significance of digital marketing strategies, analyzes their influence on product promotion, and identifies specific strategies Next PLC can adopt for digitalization. The research delves into the importance of digital marketing in today's competitive retail environment, highlighting its ability to enhance sales, improve consumer engagement, and build brand awareness. The study covers various digital marketing techniques, including social media campaigns, content marketing, and email marketing, with specific attention to Facebook and Google Ads. Ultimately, the dissertation aims to provide insights into how Next PLC can leverage digital marketing to achieve its business objectives and maintain a competitive edge through strategic online presence and consumer interaction.

Dissertation
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Abstract
Digital marketing is a modern marketing method which allow organisation to use internet,
social media, mobile devices and search engines in order to grab attention of large base of
audience. With the help of different types of digital marketing platforms large organisation like
Next Plc can promote its services and products efficiently and can maximise conversions and
sales.
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Abstract............................................................................................................................................2
Introduction......................................................................................................................................4
Background of the research topic...........................................................................................4
Rationale of study...................................................................................................................4
Research questions.................................................................................................................5
Research aims and objectives.................................................................................................5
Literature Review.............................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................9
FINDING AND ANALYSIS.........................................................................................................16
CONCLUSION AND RECOMMEDATIONS.............................................................................27
Conclusion.....................................................................................................................................27
Recommendation...........................................................................................................................28
REFERENCES..............................................................................................................................32
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Introduction
Digital marketing is also known as online marketing which helps organisation to promote
their products, services, brands and make song connection with consumers with the help of
internet and other form of digital tools. Digital marketing is a modern technique or a marketing
method through which organisation can significantly track and monitor their campaigns and can
invest money and time efficiently (Chowdhury, 2021). This will allow them to have better results
and ensure large base of consumer engagement. With the help of different type of digital
marketing platforms such as web-based advertising, social media, email etc organisation can
connect with prospective and current consumers efficiently. Present research is conducted on
Next PLC which is operating its business services British multinational clothing, home product
and footwear retailer. Research discusses the impact of digital marketing for promotion of
products and services on respective organisation.
Background of the research topic
Digital marketing is a significant tool which is undertaken by number of business
organisation in every industrial sector in order to promote their products services and brand. In
any industry to compete it is essential for organisation to take advantage of this marketing
platform in order to influence mindset of larger base of consumers. This marketing platform
provide a significant opportunity through which organisation can interact with consumers and
can influence their purchasing behaviour. Present research discusses the impact of digital
marketing to promote products and services. Along with this research define significance of
digital marketing strategy along with its importance in product promotion. From this research
organisation can have strategies through which they can significantly promote their products
through digitalization.
Rationale of study
In today's business world competition is significantly fierce for which organisation
engaged in aggressive competition to attract mindset of consumers towards organisational
offering. In retail industrial sector of United Kingdom there are number of business organisations
those who are taking advantage of various digital marketing platforms in order to improve their
marketing strategies effectiveness as to enhance sales and profitability. Present report is rational
as it identifies the impact of digital marketing to promote services and products efficiently. From
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this report organisation can evaluate the ways and strategies through which they can promote
themselves through digitalization and can enhance growth and development opportunities.
Research questions
 What is all the significance of digital marketing strategies?
 How digital marketing will be helpful in product promotion?
 What are the strategies which Next PLC can opt for promoting the products through
digitalization?
Research aims and objectives
Research Aim:
“To determine the impact of digital marketing for the promotion of products and
services”. A study of Next PLC.
Research Objectives:
The objectives of the research are:
 To evaluate the significance of digital marketing strategies.
 To analyse the influence of digital marketing for the promotion of products.
 To identify the strategies which Next PLC can opt for promoting the products through
digitalization?
Literature Review
Significance of digital marketing strategies-
As per the viewpoint of Das, (2021) digital marketing strategy is termed as a set of
planned action that an organisation performs on online platforms in order to fulfil specific
business objectives and goals. It is a process of performing consistent actions in a right time with
the help of suitable online channels with an aim to enhance organisation revenue while making
improvement relationship with consumers. It is a significant strategy through which organisation
can fulfil business objectives. It has been identified that now-a-days internet enhances the use of
digital platforms among consumers. Every individual around the world have excess of at least
one digital media platform. This increases opportunities for business organisations, as with the
help of taking advantage of digital media platforms they can reach to every consumer around the
world and can promote their products and services efficiently. Digital marketing strategy also
enhances competition among industry as it emphasizes upon taking use of technology which
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significantly helps in improving business performance (Gani and Faroque, 2021). Digital
marketing is a significant business strategy which helps organisation to analyse consumers,
market competitors, trends and other business elements. This will significantly help them to you
have in-depth knowledge of the elements prevailing in business environment which significantly
helps in developing a plan. Furthermore, it has been identified that the digital marketing is
significant as it provides real data that will empower organisation to take use of lot of
comprehensive data and information in order to improve business performance. Digital
marketing strategy also helps in structuring business action which will help in creating strategy
through which organisation can increase ROI. In addition to this it has been underlined that with
help of digital marketing business organisation can efficiently save time efforts money and can
enhance margin as a result. It also helps in reconsidering business relationship with audience, as
digital platforms allow company to communicate with consumers during all the stages of buyer's
journey. This significantly helps in adding value to business and consumer relationship.
It has been identified that with the help of digital marketing strategy organisation can have clear
strategic direction through which they can allocate sufficient goals to fulfil targets efficiently.
With the help of digital marketing strategy organisation can have better understanding of
competitors, consumer profile and customer behaviour which will help company to avoid time
and resource wastage. Digital marketing allow organisation to apply digital technologies as well
as media in order to grab attention of consumers towards organisational offerings. With the help
of different digital marketing techniques business organisation can integrate media and
technology and can enhance overall profitability and performance efficiently (Kim and Moon,
2021).There are different type of marketing technologies such as company website, search
engine, mobile app, social media company pages, email and automation, advertising, digital
partnership with other digital companies and more. With the help of lot of techniques
organisation can influence consumers purchasing behaviour efficiently. However, there are some
challenges of digital marketing in which with the help of creating separate digital marketing plan
organisation can analyse opportunities and behaviour at prior stage and can set goals and
strategies accordingly, as in order to ensure long-term sustainability in today's business
environment digital marketing strategy plays essential role through which business organisation
can maximize overall productivity and profitability efficiently.
Digital marketing will be helpful in product promotion
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As per the view point of Nair and Gupta, (2021) digital marketing gives a strategic and
clear direction to an organisation which help them to have better understanding of market and
consumer behaviour. Digital marketing is significantly transforming modern business world as it
provides them a platform and a way to grow the desired business model efficiently. There are
different types of digital marketing strategy which encompasses various tools in techniques
through which business organisation can reach consumers while evaluating their behaviour and
prospective. It has been evaluated that digital marketing is a lower cost technique through which
organisation can target right consumers comparatively to other traditional marketing methods. It
also allows organisation to offer personalized and effective facilities to consumers which helps in
strengthening relationship with them. This platform also helps organisation to make significant
improvement in conversion rate through which organisation can promote their products and
services accordingly in market (Peter and Dalla Vecchia, 2021).Digital marketing is mainly
defined as advertising brand service or product on digital channels such as social media, search
engine, mobile apps and email. In today's business world success is depend on the manner in
which organisation take advantage of digital marketing strategy. With help of taking advantage
of the strategies in a correct manner company can enhance their sales and can add new
consumers and can further ensure long-term growth. There are some of the strategies through
which organisation can enhance their overall sales while adding new consumers. Social media
campaign, content marketing, email marketing etc are different type of digital media marketing
that will be helpful in product promotion. Some of these are being elaborated below:
Face book advertisement
Face book advertisement is one of the most effectual digital marketing methods, as this
digital platform is being used by millions of people around the globe. Face book is having
number of active users which offers a significant marketing platform to an organisation through
which they can offer their products in front of large base of audience. With the help of taking
advantage of Face book ad campaign organisation can set clear goals and can influence attention
of consumers. With the help of experienced digital marketer’s organisation with the help of
strategic planning as well as logistic can use Face book ad campaign and can promote their
products efficiently.
Google ad
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Google ad is also one of the most efficient digital marketing methods through which
organisation can promote their products. Google ad in today's business world is now becoming
one of the commonly utilised digital marketing methods (Suh and Chow, 2021).With the help of
Google ad which is a type of pay per click add organisation can promote their products
efficiently. With the help of Google ad business organisation can advertise products on this
platform and can crab potential of number of consumers. Furthermore, it has been identified that
Google ad perform faster than SEO as helps organisation to get impression and clicks right away.
Strategies which Next PLC can opt for promoting the products through digitalization
As per the viewpoint of Purwanti,(2021) digital marketing is a plan which outlines the
manner in which organisation can efficiently accomplish business or marketing goals via online
channel such as social media and search media. Digital marketing is one of the most efficient
strategic tools through which business organisation can grab attention of large base of consumer
segments. Furthermore, it has been evaluated that digital marketing strategy mainly includes
social media campaign which basically include partnership with content marketing strategy,
influencers which help organisation to drive sales and profitability. In today's business digital
media strategy is critical as it helps organisation to enhance competitiveness with the smart
approach. With the help of digital marketing strategy business organisation can accomplish their
goals in cost-effective manner and can drive successful results efficiently. In terms with Next
PLC, it is essential for company to undertake advantage of different type of digital marketing
strategy through which they can promote their products via digitalization. This will help
organisation to significantly enhance competitiveness and profitability in industry.
Social media marketing
Social media market is mainly inclusive of using social media platforms in order to
connect with audience. In this organisation aim towards building brand, enhancing sales and
driving website traffic. Different type of social media platforms like Instagram, Face book,
LinkedIn, Twitter, YouTube and Snap chat is providing significant opportunity to business
organisations through which they can promote their products and services efficiently. It has been
evaluated that social media marketing mainly helps in building brand awareness and enhancing
conversions rates. With the help of different social media marketing campaigns organisation can
make their products and services feature on more than one social media platforms and can target
audience effectively. It has been evaluated that social media marketing is a significant platform
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through which Next PLC can enhance brand awareness and can maintain organisation reputation
while building strong base of consumers (Redjeki and Affandi, 2021).Large page of individuals
around the world are taking use of social media platforms which enhances Next PLC opportunity
to grab attention of consumers on different geographical regions. In addition to this it has been
identified that with the help of relying social media marketing Next PLC can also highlight
positive shopping experience of consumers and can enhance our customers trust and loyalty
towards organisation. This will also help them to measure a direct impact on the overall revenue
and sales.
RESEARCH METHODOLOGY
Introduction
Research methodology is defined as a specific form of technique or procedure which is
help in identifying, selecting, processing and evaluating information about the selected topic.
With the help of taking advantage of research methodology investigator can critically evaluate
overall study in an effective manner which helps in enhancing validity and reliability. In this
research methodology, research design mainly considered descriptive and exploratory research
designs are used in study. The researcher must also consider research design in order for the
research to effectively aggregate the entire aspect of the resource and keep each and every piece
of information in order to arrive at a most ultimate conclusion.
Research onion
Results onion is inclusive of strategy which includes experimental, research action,
research interview, case study research survey or systematic literature review. There are a
number of layers of research onion which is mainly broken up into 6 main areas that is research
strategy, research philosophy, research approach, research choice, techniques and process.
Research onion play important role as it helps in creating a series of stages under which there are
different type of methods of data collection through which investigator can conduct research in
an appropriate and systematic manner, with the help of taking advantage of appropriate strategies
efficiently.
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Figure 1: Research Onion
(Source: Influenced by Saunders and Bezzina, 2015)
Philosophy of research
Research philosophy acts as a belief about the manner in which data related to a
phenomenon is required to be gathered, evaluated and utilised.It has been underlined that
research philosophy plays important role as it helps and enhancing investigator problem solving
capacity and also aid them analyse problem in an effective manner (Solovyev and Bakanova,
2021).There are four types of research philosophy which include Positivism, interpretivism,
Pragmatism and Realism.In terms with present research investigator will undertake advantage of
positivism research philosophy. Main reason behind selecting this method of research philosophy
is that it helps in stressing the importance of conducting quantitative research as to evaluate and
analyse overview of society as a whole.This method will assist investigator to determine the
methodological approach which is undertaken while emphasizing upon quantitative and logical
approaches.
Approach to research
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Research approach is defined as plan and procedures for research it helps in emphasizing
upon broad exemptions to detail methods of data analysis collection and interpretation. There are
mainly two forms of research approaches which is inductive and deductive (Beerbaum, 2021).In
terms with present investigation investigator will undertake use of deductive approach as it helps
in explaining causal relationship between constant and variable and also help in measuring
concepts in a quantitative manner. The primary reason behind taking advantage of deductive
approach is it helps in generalizing research findings at certain extent with the help of better
testing of numeric data and facts.
Strategy of research
Research strategy is defined as a step-by-step plan of action which provides investigator
direction to their efforts and thoughts and also enable them to conduct research in a systematic
manner as to produce quality results. Research strategies play important role in research as it
helped researcher to choose the right data collection and analyse process. There are different
types of research strategies such as research observation, action research, survey etc.In terms
with present report investigator will undertake use of survey as it is most suitable form of method
which helped investigator to obtain sufficient data from selected sample size from large base of
population as to draw a valid conclusion. Primary reason behind selecting this method is that it
will help in accomplishing research objectives.
Choices of method
In order to conduct research, it is essential for investigator to undertake use of appropriate
choice of methods to acquire data and information. Quantitative and qualitative are two forms of
research method which helps investigated to conduct in depth analysis of the selected topic
(Thomas, 2021). Quantitative research is regarded as among the most effective research methods
since it focuses on numerical data and proper numbers, that can also help deliver different and
unique information from the target audience. Quantitative research technique is basically focused
with a certain strategy, namely the deductive approach, in which the researcher can project the
results using a specific theory. This study will make use of specialized systems in order to
generalize the findings and analyzing the results. Quantitative research is useful for ensuring the
accuracy & feasibility of a specific research area. There are a variety of sources available, and
this researcher can efficiently acquire adequate responses in a quantitative manner using them.
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Questionnaires, internet surveys, and offline surveys are examples of such procedures.
Quantitative research is mostly regarded by researcher in order to carry out this present study,
and further researcher opts for the questionnaire approach in order to obtain adequate responses
from the respondents. Quantitative replies are easy to quantify, & researchers may collect
uncomplicated responses from the intended audience, which can help keep the research's value
high. Researchers can obtain quantitative responses in numeric form using the main data
collection approach. This is also regarded as the most effective and practical strategy in the
context of research because it may assist in providing in-depth knowledge and comprehension of
the study topic. The major goal of qualitative research is to keep the research project's quality
high such that the researcher can add more value to it and use it as a foundation for future
research. The primary goal of qualitative research is to retain the research's efficiency just so the
researcher may generalise the good data using an inductive technique. The researcher can
effectively generalise the effective and valuable information with the support of prior research
and do it in a creative new way using this technique, which keeps the research's innovation &
also creative manner. There are a variety of resources accessible to help this researcher
effectively generalise qualitative research, including observation, interviews, face-to-face
interviews and telephone interviews. In order to complete the current study Qualitative research
is also taken into account because that can aid to ensure the research's credibility while also
increasing its efficacy. Such research is beneficial in improving the researcher's in-depth
understanding so that they may readily look forward more to future research. In this study,
qualitative research is beneficial in keeping the literature review in mind while also identifying
secondary study findings
In order to conduct present investigation investigators will undertake advantage of
quantitative research. Main reason behind selecting this method is that it will help in collecting
data and information and statistical and numerical form which is easy to collect and analyse.
With the help of this investigator can gain benefit in terms of better presentation of collected data
in attractive and systematic way with the use of charts and tables.
Data collection and analysis
Data collection and analysis plays important role in research as it helps in acquiring
appropriate data and information to conduct research in appropriate manner. Primary and
secondary are two types of data collection method which help investigator to acquire relevant
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