Marketing Strategies and Digital Marketing in the Pandemic Period

This project investigates the significance of digital marketing strategies, particularly in the context of the COVID-19 pandemic, and their impact on the growth and success of companies operating in the retail industry within the United Kingdom. The project uses Marks and Spencer as a case study. It explores the concept of digital marketing, analyzes its impact on organizational goals, evaluates various methods employed by the company to promote products and services through digital channels, and recommends strategies for enhancing customer satisfaction. The research methodology includes a qualitative approach, inductive reasoning, and the use of interpretivism as a research philosophy. Data collection involves both primary and secondary sources, and thematic analysis is used for data interpretation. The literature review covers the concept of digital marketing, its impact on organizational growth, and various methods used by companies to promote their products and services through digital technologies, including search engine optimization, pay-per-click advertising, social media marketing, content marketing, and email marketing. The project aims to provide insights into effective digital marketing strategies and their role in adapting to the challenges posed by the pandemic, offering valuable information for managers and companies in the retail sector.

Marketing strategies and the
importance of digital
marketing in the pandemic
period

TABLE OF CONTENT
PROJECT TITLE.............................................................................................................................1
PROJECT BACKGROUND...........................................................................................................1
RESEARCH AIM.......................................................................................................................2
RESEARCH OBJECTIVES.......................................................................................................2
RESEARCH QUESTIONS ........................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................3
LITERATURE REVIEW................................................................................................................4
Theme 1: The concept of digital marketing ...............................................................................4
Theme 2: Impact of digital marketing on growth of organization.............................................4
Theme 3: Several method used by company to promote their products and services through
digital technologies.....................................................................................................................5
REFERENCES................................................................................................................................7

PROJECT TITLE
Marketing strategies and the importance of digital marketing in the pandemic period in
context of company that is operating in retail industry of United Kingdom. A case study of
Marks and Spencer.
PROJECT BACKGROUND
Marketing is important function of organisation as it help in increasing overall sales
volume and profitability of company by finding the way needs of customers can be fulfilled in
best possible manner. Internet is best medium to connect with people as most of the individual
make use of it in order to have fun and enjoyment. Digital marketing offer more channel to
communicate with various individuals thereby promoting brand image of company in minds and
hearts of people. Covid-19 is pandemic situation that has caused great harm to lot of business
operating in global market thus lead in decrease in overall sales volume and market share.
Digital marketing is process of promoting product and services through different digital channels
such as email, website, search engine, social media and mobile app (Helsen, 2019). This method
of marketing contribute in attracting maximum number of individuals that are living across
worldwide. Digital marketing has positive impact on growth and success of organization as it
help in adding more and more customers in limited time frame. It is also important as it is more
flexible as different channel of digital marketing can be used to induce a million of people in the
organization. Thereby making use of its creative skills can make the best use of digital
technology in order to build and retained strong relationship with customers for achievement of
end goals. Moreover, digital marketing contribute in effective expansion of business across
worldwide by communicating more and more people about products and services of company.
Thus, it helped in creating strong brand image in minds of customers about the organization
thereby motivating them to be part of it for longer time frame (Murgai, 2018). The research on
importance and potential impact of digital marketing is important to study as with development
in technology, most of the business are making use of it to meet customers' relationship. The
study will be significant to several people such as management and companies that are operating
its function in retail sector of United Kingdom. As through this study they will able to identified
type of digital strategies that could be used in order to market products and services to more
number of individuals. Current study on topic is necessary as due to Covid-19 and development
in technology, company are facing difficulties in marketing its products to people. Therefore,
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digital marketing provides an platform to generate awareness among millions of people thereby
enhancing market share and profitability of company. Manager through this is able to decide
appropriate marketing strategies that it can used to build relationship with diverse range of
people. Thus, it can be stated that digital marketing has positive impact on company as it helps
in generating awareness among large number of individuals in limited time as well as cost
(Nyagadza, 2020). Therefore it can be understand that digital marketing has incredible influence
on people or key individuals as it helps in effectively understanding their needs and find
alternative method to satisfy them. Further more study on marketing strategies and impact of
digital marketing will help manager in improving conversion rates of customers thereby
enhancing market share of organisation.
RESEARCH AIM
To investigate the importance of digital marketing in context of Covid-19 in growth and
success of company operating in retail industry of United Kingdom. A case study of Marks and
Spencer.
RESEARCH OBJECTIVES
 To understand the concept of digital marketing strategy.
 To analysis impact of digital marketing on growth and achievement of company goals.
 To evaluates several method used by Marks and spencer to market products and services
through digital technologies.
 To suggest way in which company can make use of digital technologies to add more and
more customer’s in the firm (Victor and Devi, 2018).
RESEARCH QUESTIONS
 What does meant by concept of digital marketing strategies?
 What are negative and positive impact of digital marketing on growth and success of
Marks and Spencer?
 What are various method that are used by manager of company in order to promote
products and services through digital channel of customer’s?
 What are recommendation related to strategy of digital marketing used by company to
enhance customer’s satisfaction?
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RESEARCH METHODOLOGY
Research Methodologies specific the path way through which research will be conducted
so that necessary information can be gathered and interpreted in best possible manner. Thereby
it is tool that is used by researcher in order to conduct study in order to gathered useful
information. Such as:
Research Type: This is elements of research methodologies, which state that there are two type
of research qualitative and quantitative. The researcher for the research on importance of digital
marketing in context of pandemic situations has decided to make use of qualitative method. As it
is based on non statistical method which helps in deep analysis of information and collecting
useful data.
Research Approaches: There are two main research approach such as inductive and deductive,
among them inductive is preferred by researcher in order to accumulate useful information
related to importance of digital technologies on growth of organisation. Moreover, inductive
approach does not involves use or formulation of Hypothesis thus it generally start with aim,
objectives and research question.
Research Philosophies: It is concerned related to the view or belief that is considered by
researcher while collecting, analysing and interpretating information. Three research
philosophies are positivism, realism and interpretivism out of which it has planned to make use
of interpretivim (Reske, 2017). It is suitable for qualitative, small research which helps in-depth
understanding of data collected.
Data collection: There are different method through which data can be collected, likewise
primary and secondary, in primary method research personally collected data by conducting
interviewee or survey of different individual. On contrary, Secondary sources involved used of
books, journals, articles, internet and magazines in order to gathered useful information. Scholar
will make use of both primary and secondary method to gathered relevant information related to
importance of digital marketing on organisation growth and success.
Data analysis: It specific about the way data gathered will be analysed and interpretated so that
useful information can be derived in best possible manner. Thematic and SPSS are two crucial
method that can be used by researcher to pursue the research on the topic so that best outcome
can be gained (Nyagadza, 2020). Out of both, scholar will make use of thematic method of data
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analysis as it involves use of themes, chart and graph in order to analysis and interpretate useful
information.
Ethical consideration: All ethical consideration will been followed by scholar while making
research on project like consent from respondent has been taken, citation has been made
wherever necessary.
LITERATURE REVIEW
Theme 1: The concept of digital marketing
From the point of view of Reske, (2017), digital marketing is process of making use of
internet connection in order to reach maximum number of customers for achievement of
company goals. It is much more than use of website, social media and email marketing to attract
more and more individual within organization. There are numerous efforts which has to be made
by manager of company in order to plan effectively digital marketing strategies in order to meet
expectancy of customer’s in best possible manner. For digital marketing, manager of company
segment different individual on basis of several factors so that it can make use of appropriate
strategies to influence them to become part of organization. It helps in providing personalized
experience to customer’s by understanding their respective needs in best possible manner.
Covid-19 has resulted in more use of digital marketing to promote products and services as
traditional method were insufficient to provide necessary information to customer’s. Therefore,
many of the organization has planned to make use of digital technologies to attained its goals by
influencing them to have products and services of particular company.
Theme 2: Impact of digital marketing on growth of organization
As noted by Victor and Devi, (2018), there are various positive impact of digital
marketing on firm such as it contribute in increasing brand awareness of company. In recent
scenario, social media is one of the most popular platform used by maximum number of
individual to have fun and entertainment. So, it has helped in effectively connecting with target
potential individuals by providing necessary information about company. It also contribute in
boosting sales of company by converting people into customer’s thereby digital marketing is an
opportunities for organization to attained its objectives. The author further illustrate that digital
marketing helps in engagement of target customer’s and audiences as through social media they
can easily share their respective views, ideas or feedback. Thus, manager is able to decide
appropriate strategies that it could be used in order to resolve problem faced by people for
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benefit of organization. It also illustrate that it contribute in expansion of business by generating
awareness among large number of individual.
On contrary another author Maheshwari, Sinnott and Morris, (2017), explained some
of the negative of digital marketing is that business become more dependent on technologies for
marketing of products and services. It involved security and privacy issues as company while
marketing through digital technologies need to ensure that its crucial information are safe and
secure. Another negative impact of making use of digital technologies is that it involves high
maintenance cost thus company need to arrange sufficient fund in order to promote products. In
order to make use of digital marketing, company has to faced high competition across
worldwide. Therefore, manager need to take necessary steps in order to minimize the impact of
digital marketing so that end goals of organization.
Theme 3: Several method used by company to promote their products and services through
digital technologies
As illustrated by Juwaheer, Rosun and Sungkur, (2018), marketing manager of
organization can make use of different digital marketing strategies to inform maximum number
of customer’s about firm products and services. Like search engine optimization is one of the
best digital marketing method used by several organization in order to optimization their online
content or search engine like so that their results are show at top by making use of certain
keywords. Pay per click is also sort of paid advertisement through which people is aware about
company through advertisement coming at top and side of pages as result of search. Social
media marketing is another method of digital marketing used by organization to achieve their
respective goals. It is one of most familiar platform that is used by each and every individual for
different purposes such as having fun, entertainment or playing games. Company through
making use of different sites or posting videos, images on instragram, facebook and twitter or
various platform is able to generate awareness of among customer’s. Thus as per the author
manager by making use of different method of digital marketing is able to retained its
competitive positioning in external environment.
According to Kalna-Dubiniuk, Bolotina and Shapoval, (2017), there are more method
of digital marketing which could be used by manager to influence people in the organization.
Such as content marketing is best method as in it manager by posting better content on its
official website can inform people about company, its products and area of operations. Company
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are hiring individual that have more knowledge or skills to write better content which can help in
motivating people to be part of specific organization. Email marketing is also method of digital
marketing used by organization to enhance sales volume and profitability of firm. In this method
manager send various message to several customer’s in order to inform them about company
existing products, promotion offers and many more crucial information. So the author wants to
states that manager of company by making use of different method and strategies to make use of
digital technology is able to contribute in growth and success of organization.
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REFERENCES
Books and Journals
Helsen, K., 2019. Digital marketing in the global marketplace: Latest developments.
Information Resources Management Association and Information Resources Management
Association, 2018. Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications. IGI Global.
Juwaheer, T. D., Rosun, S. and Sungkur, R. K., 2018. Digital Marketing.
Kalna-Dubiniuk, T., Bolotina, I. and Shapoval, E., 2017. Communication and Consulting
Technologies of Digital Marketing: Formation of Competitive Advantages of the
Company.
Maheshwari, V., Sinnott, K. and Morris, B., 2017. Digital marketing and the young
consumer. Young Consumer Behaviour: A Research Companion, p.153.
Murgai, A., 2018. Transforming digital marketing with artificial intelligence. International
Journal of Latest Technology in Engineering, Management & Applied Science, 7(4),
pp.259-262.
Nyagadza, B., 2020. Search engine marketing and social media marketing predictive
trends. Journal of Digital Media & Policy.
Reske, D., 2017. Digital marketing in the zone: The ultimate system for digital marketing
success. Morgan James Publishing.
Victor, N. and Devi, R., 2018. A Study On The Impact Of Social Media On Digital Marketing.
In International Conference on Management and Information Systems September (Vol.
21, p. 22).
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