Digital Marketing Strategies: Impact on McDonald's Performance

This report aims to identify the impact of digital marketing strategies on organizational performance, using McDonald's as a case study. It begins by defining digital marketing and its various channels, such as content marketing, SEO, email marketing, social media marketing, and video marketing, highlighting their role in enhancing customer base and competitiveness. The research objectives include determining the concept of digital marketing, analyzing strategies used by McDonald's, and examining the challenges faced by managers. The research employs an inductive approach, utilizing both qualitative and quantitative research methods through surveys and literature reviews. Primary data is collected via survey forms, while secondary data is gathered from articles and journals. The report also addresses research ethics, data storage, and security, ensuring compliance with the Data Protection Act. Ultimately, the study seeks to provide insights into how digital marketing contributes to organizational growth and profitability.

Research Proposal Form
Section One: Research title, aim, objectives, questions
Title or working title of research project
(in the form of a research aim, objectives and/or questions)
Title : Use of digital marketing strategies on the performance of organisation
Introduction
This report is aiming to identify the use of digital marketing strategies on performance of organisation.
Digital marketing is the process of promoting products and services through digital media channels. This
helps organisation in increasing their growth opportunities and developing customer base. Digital media
channels are used by organisation for increasing their profitability and revenues. Digital marketing is the
achievement of marketing objectives while using of digital technologies and media (Aliu, Oni, and Umar,
2021). There are various digital media channels which helps in attracting customers and promoting their
products and services. Some of them are content marketing, search engine optimization, email marketing,
social media marketing and video marketing etc. these all helps the organisation in enhancing their
customer base and developing more and competing with their competitors in market. On the other hand,
digital marketing helping the customers in sharing their reviews and communicating with customer
eexecutives to solve their problems. By this customers can give proper feedbacks to the organisation as
well. The organisation selected in this report is McDonalds. It is one of the American fast food company
which was founded in the year 1940 and it is serving in more than 38,700 location in all over the world.
This report includes researcher aims and objectives. Then it includes research rationale and further there is
methods which is being used fro collecting information.
Research aim: “To identify the use of digital marketing strategies on the performance of organisation" A
study on Mc donalds.
Research project objectives
 To determine the concept of digital marketing in an organisation.
 To analyse various digital marketing strategies used in McDonalds for enhancing their performance.
 To examine the challenges faced by managers while using digital marketing strategies in organisation.
Research Project questions
 What do you understand by the concept of digital marketing in an organisation.
 What are the various digital marketing strategies used in McDonalds for enhancing their performance.
 What are the challenges faced by managers while using digital marketing strategies in organisation.

Section Two: Reasons for choosing this research project
Reasons for choosing the project
The reason for choosing this topic is that now a days digital marketing is most important fro the businesses. This helps
the organisation in increasing their promotion of products and services in front of customers. Further this helps the
organisation in making customers aware about their products. Further, there are certain digital marketing strategies
which develops their customer base and helps in increasing their productivity and efficiency as well. While
conducting this research, researcher will be able to conduct primary and secondary research both for collecting data
and information (Burrell, Finch, and Bovell, 2021). Further, this helps in enchaining some of the knowledge and skills
like communication skill and decision making skills. As by having these skills, the researcher will be able to develop
his knowledge and this will helps them in personal and professional development. This helps the researcher in getting
more knowledge about a particular topic. Researcher is using primary and secondary method to collect data and
information. Organisation is developing their growth opportunities through various promotions and thus this will be
resulting in increasing profitability of organisation.
Section Three: Activities and timescales
Activities to be carried out during the research project
(e.g. research, development and analysis of ideas, writing, data collection, numerical analysis, tutor
meetings, production of final outcome, evaluation, writing the report):
How long this will take:

Milestone one: LO2
Target date (set by tutor): 16/01/2020
Milestone two: LO3
Target date (set by tutor): 24/01/2020
Section Four: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why? What your areas of research
will cover:
Research approach: Research approach is consisting of two types. These are inductive approach and deductive
approach. As in this particular research, researcher is making use of inductive approach which helps in
analysing a hypotheses of a particular research ( .Juwaini, 2021). This approach is helpful in achieving research
aims and objectives in most effective manner and also within a specific time period. This approach is bringing
true outcomes and reliable data and information.
Research design : Research design is consisting of various types of designs which are case study, focus groups,
surveys and interviews etc. as in this particular research, the researcher is making use of survey and literature
review which helps them in gaining accurate and true information. This helps them in gaining in depth

knowledgable bout a particular topic.
Research method: Research method is consisting of two types of methods. These are qualitative and
quantitative research methods. Quantitative method is used for calculating numerical data and findings and use
of frequency data. But on the other hand, qualitative researcher method consisting of information which
consisting of open ended question ( Ramos, 2021). In this particular research, researcher is using both of the
research method because this will helps them in getting more knowledgable and reliable information. Then in
context with qualitative method, there is a open ended questions which are used in research and in quantitative
method, there is a use of close ended questions so that they could identify accurate information in a effective
manner.
Sampling : There are two types of sampling method. These are probabilistic and non- probabilistic method. In
this particular research, probabilistic sampling method is used because this helps the researcher in gaining
information. And in probabilistic sampling, research is using random sampling method. So that is why there is
not any of the biasses among respondents. The respondents selected in this research is 30. as they are to be
filled survey form in order to get accurate information.
Validity and reliability : For conducting this research, the researcher is making use of primary and secondary
data. Primary data is collected through tables and statistics which helps them in gaining valid informational and
on the other hand, secondary data is collected through articles and journals which brings in depth knowledge
( Ribeiro-Navarrete, Botella-Carrubi, and Orero-Blat, 2021). This helps the refresher is getting reliable and valid
information about a particular topic.
Data collection method: There are two types of data collection method such as primary and secondary data
source of information. Primary source is a source which is used for collecting numerical data and information.
And secondary information is collected for getting theoretical information in most effective manner. In this
particular research, investigator is using both of the source of information. Primary data is collected through
survey form which includes tables and charts and on the other hand, secondary information is collected through
literature review for getting theoretical knowledge. Secondary information includes data from books and
journals and different articles. These both source of information helps in gaining more information in getting in
depth knowledge which helps in achieving aims and objectives in systematic manner ( Rochanapon, Barber, and
Lee, 2021). Further in contrast, primary data brings accurate information as compared to secondary data but
secondary data is less costly than primary data.
References
Aliu, M.M., Oni, E.O. and Umar, M.Z., 2021. IMPACT OF MARKETING STRATEGIES ON
SUSTAINABLE COMPETITIVE ADVANTAGE: A STUDY OF MANUFACTURING FIRMS IN
MINNA METROPOLIS. AJENTS, 1(2), p.165.
Burrell, D.N., Finch, A., Lewis, E.J., Dawson, M. and Bovell, K.D., 2021. How Sustainable Marketing
Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for
Colleges. International Journal of Innovation in the Digital Economy (IJIDE), 12(2), pp.32-47.
Juwaini, A., 2021. The Role of Work Motivation, Organizational Culture and Leadership on Job Satisfaction

and Teachers Performance: An Empirical Study on Indonesian Senior High Schools. Turkish Journal
of Computer and Mathematics Education (TURCOMAT), 12(12), pp.2964-2974.
Ramos, D., 2021. Social Media Marketing Strategies for Increasing Small Businesses’ Revenues.
Ribeiro-Navarrete, S., Botella-Carrubi, D., Palacios-Marqués, D. and Orero-Blat, M., 2021. The effect of
digitalization on business performance: An applied study of KIBS. Journal of Business Research, 126,
pp.319-326.
Rochanapon, P., Stankovic, M., Barber, M., Sung, B. and Lee, S., 2021. Abandonment Issues: Why Consumers
Abandon Online Shopping Carts. In Developing Digital Marketing. Emerald Publishing Limited.
Shi, W. and Weber, M., 2021, January. Entrepreneurial Organizations and the Use of Strategic Silence. In
Proceedings of the 54th Hawaii International Conference on System Sciences (p. 5163).
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another qualification and
is appropriate.
Agreed: (date)

Appendix
Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to commence.
Section 1: Basic Details
Project title: “To identify the use of digital marketing strategies on the performance of organisation" A study
on Mc donalds.
Student name: ...................................................................................
Student ID number: ...................................................................................
Programme: ...................................................................................
College: ...................................................................................
Intended research start date: .01/01/2020............................................
Intended research end date: ............20/04/2020.................................
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project:
Interviews:  Questionnaires:  Observations:  Use of Personal Records: 
• Data Analysis:  Case Study:  Survey:  Narrative Enquiry: 
• Other (please specify):
....................................................................................................................................................................

Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Adults: 
How will participants be recruited (identified and approached)?
By using random sampling method, 50 staff members of company will be recruited.
Describe the processes you will use to inform participants about what you are doing:
Through e-mail or questionnaire
How will you obtain consent from participants? Will this be written? How will it be made clear to
participants that they may withdraw consent to participate at any time?
Through questionnaire instrument investigator can obtain consent from selected participant
in easy manner. As it will be written in the form.
Studies involving questionnaires / interviews: Will participants be given the option of omitting
questions they do not wish to answer?
Yes:  No: 
If No please explain why below and ensure that you cover any ethical issues arising from this.
Studies involving observation:
Confirm whether participants will be asked for their informed consent to be observed.
Yes:  No: 
Will you debrief participants at the end of their participation
(i.e. give them a brief explanation of the study)?
Yes:  No: 
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes:  No: 

Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with Data Protection Act
(2018) Yes:  No: 
Who will have access to the data and personal information?
Research
During the research: Where will the data be stored?
Research
Will mobile devices such as USB storage and laptops be used? Yes:  No: 
If yes, please provide further details: After the research: Where will the data be stored?
How long will the data and records be kept for and in what format? Will data be kept for use by other
researchers? Yes:  No: 
If yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns? If so, please
outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
• Reporting.
• Dissemination and use of your findings.