Impact of Digital Marketing on Organisational Performance: A Study

This research project investigates the impact of digital marketing on organizational performance, focusing on 4Com PLC. The project explores the background, significance, aims, objectives, and research questions related to digital marketing's influence. It includes a literature review identifying the need for digital marketing in small and medium enterprises, its impact on organizational performance, and its application in business operations. The methodology covers research choices, design, philosophy, approaches, sampling, data collection, and ethical considerations. The project analyzes data, draws conclusions, and provides recommendations. The research emphasizes the importance of digital tools and technologies in enhancing communication, improving operational efficiency, and creating a secure environment for businesses. It also highlights the challenges faced by organizations during digital transformation and suggests ways to improve performance.

RESEARCH PROJECT
(The impact of digital
marketing on Organisational
Performance)

Table of Contents
Abstract............................................................................................................................................1
TITLE: ............................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................2
Overview of the Research......................................................................................................2
Background of the Research...................................................................................................2
Significance of the Research..................................................................................................3
Research Aim.........................................................................................................................3
Research Objective.................................................................................................................3
Research Questions................................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................4
Identifying the need of digital marketing in small and medium business enterprises............4
Impact of digital marketing and its impact on organisational performance...........................6
Scope and application of digital marketing in business operations of 4Com PLC................6
Ways to develop business operations at market place............................................................7
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
Introduction............................................................................................................................7
Research choice .....................................................................................................................8
Research Design.....................................................................................................................8
Research philosophy...............................................................................................................9
Research approaches..............................................................................................................9
Sampling.................................................................................................................................9
Data collection techniques......................................................................................................9
Ethical Issue..........................................................................................................................10
Research strategy..................................................................................................................10
Research limitation...............................................................................................................10
Costs.....................................................................................................................................11
Gantt chart............................................................................................................................11
CHAPTER 4: DATA COLLECTION AND ANALYSIS............................................................12
CHAPTER 5: CONCLUSION, DISCUSSION AND RECOMMENDATION............................23

Introduction..........................................................................................................................23
Discussion.............................................................................................................................23
Conclusion............................................................................................................................24
Recommendation..................................................................................................................24
REFERENCES..............................................................................................................................26
APPENDIX....................................................................................................................................28
Appendix 1: Research Proposal.....................................................................................................28
Appendix 2: The Questionnaire.....................................................................................................35

Abstract
This research is based on evaluating the impact of digital marketing on overall
performance of the company. As digital marketing is one of the effective and appropriate
platform that may help business organisation to promote their activities at market place with the
aim of generating profitability level. Along with this, it also main aid in communicating with
large number of customers in order to provide them information about quality products and
services that may directly contribute in inviting large number of customers.
For carry out this research, investigator use different research methods like primary,
secondary, qualitative and quantitative and many more methods are used with the aim of
gathering relevant data and information. Apart from this, data analysis and interpretation is also
includes in this project that may aid in effectively analysing collected data and information that
may aid in drawing a valid conclusion. Recommendation and conclusion is also play a vital role
in improving necessary areas within the research. This will contribute in making overall research
more successful and authentic as well.
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TITLE:
“The impact of digital marketing on Organisational Performance”. A case study on 4Com
Plc Communication.”
CHAPTER 1: INTRODUCTION
Overview of the Research
Digital marketing refer as marketing of goods and services by using digital channels in
order to reach with desired customers. Tools and techniques that are representing digital
technologies plays crucial role in development of status of not only company but also economy
of nations also gets affected positively (Laudon and Laudon, 2015)s. Modern era is a time period
of hi-tech people whom are busy with their digital tools and technologies because this type of
tools are useful in making like more easy and comfortable. In the era of digital marketing,
business rivalry is very high in industry and each little and moderate size firms are using
digitalisation in their firm. Main objective behind using digital technologies is to produce higher
featured products and services in order to satisfy needs and wants of customers in market place.
Business environment got modernise and it requires use of latest tools and technologies for
ensuring higher profitability and larger market share in industry. Major utilisation of
digitalisation is that this function provides a proper and suitable direction to business operations.
4Com Plc Communication is selected organisation for this specific research dissertation, this
firm deals in providing communication facilities to clients. Fundamental aim of association is to
expand their business by serving extraordinary quality services in market in order to satisfy
needs and wants of customers.
Background of the Research
Present time is mostly effected by digital technologies as these tools plays very important
role in improvising business operations at wider arena of network. Organisation which is named
as 4Com Plc communication that provides focus upon catering necessities and wants of
consumers by adequately analysed market situations and demands. This was established in 1999
with the aim of enhancing quality of communication services in country. Firm is having a
prominent amount of employees whom are contributing their valuable contribution in
accomplishment of organisational performance so that venture can attain all targets in limited
period of time (McAfee and et. al., 2012). Digitalisation provides adequate workflow to
operational actions in order to allow automatic capabilities to business actions and procedures.
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4Com Plc is running their business functions in telecommunication industry main area of serving
is SMS, calling from mobile phone, mobile data etc. an organisation which is dealing on large
scale are having great contribution in economic growth of country and quite well in dealing
business operations in another country.
Significance of the Research
This presented research module is based upon influence of digital technologies on
organisational performance. Main objective of conducting this research program is to analyse
impact of digital marketing at workplace as these tools and techniques provide aids in enhancing
functionality of organisation and this function of accepting digital marketing improvises
productivity of firm. When any association plans to apply digital techniques in their corporation,
they have to face many problems and issues which is called as obstacle and hurdle in the way of
installing technologies in working atmosphere (Mosco, 2014). In order to employing all
technologies in efficient manner then management of company provide important and relevant
training sessions to their manpower so that workforce could accept novel technologies in most
efficient manner. This research is developed for enhancing skills and knowledge of learner at
marketplace. More utilisation of digital tools and technologies in business is to enhance level of
production function for serving good quality product and services by developing innovative idea
and tools at workplace. Greater sales volume represents higher profitability of corporation and
this increased sale amount has direct influence of growth and success of association.
Research Aim
This is a most important part of a research project as it provides adequate direction to
investigation function then the entire research program revolves around this aim. This section
makes enhancement in skills and talents of researcher and then learner could get required and
desired outcome (Haight, Quan-Haase and Corbett, 2014). Essential aim of this current research
is to analyse impact of digital technologies upon organisation operations of 4Com Plc. Main aim
of this research program is to analysing implication of digitalisation on business functions. A
case study of 4Com Plc.
Research Objective
This is described as results that are sought by investigator at the end of investigation
program in order to finalise that what learner has to achieve at the end of this research. These
research objectives are available in the form of small and understandable format which are
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closely relate with problem of case (Brynjolfsson and McAfee, 2012). The research objectives
are described as follows:
 To recognise necessities of influence of digitalisation on organisational performance.
 To evaluate the issues that are found after implementing digitalisation in organisational
performance.
 To examine how digital techniques impacts business operations of 4Com Plc.
 To analyse ways through which organisation can improve organisational performance in
market.
 To identify the challenges faced by organisation after implementing digitalisation.
Research Questions
This is explained as the format of statement which are depend upon a specific query
which researcher wants in context of addressing research issue and problem. This portion of
dissertation is interconnected with research objectives as these are prepared on the bases of
issues that are related with problem. Some fundamental questions are listed as follows:
 What are the necessities of implementing digitalisation in an organisation ?
 What are the issues that are found after implementing digitalisation in organisational
performance ?
 How to examine digital techniques impacts business operations of 4Com Plc ?
 What are the ways through which organisation can improve organisational performance
in market ?
 What are the challenges faced by organisation after implementing digitalisation ?
CHAPTER 2: LITERATURE REVIEW
Identifying the need of digital marketing in small and medium business enterprises
Nowadays business associations are making increments in business operations in order to
gain and obtain higher amount of profit by handling larger pool of consumers. In perspectiv4e of
marketing's era, techniques are most important part of any business firm. Without having
assistance of technologies, a firm could not survive in highly competitive environment
technological infrastructure that a company has effects almost every component of organisational
performance and this type of action impacts efficiency and productivity of corporation.
According to the view of (Buckingham, 2013) there are many tools and technologies that boost
up efficiency and growth of firm whether it is large, small and moderate. These techniques
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allows venture to grow and always avail entire tools and technologies better than competitors.
The identification of need of digital marketing in small and medium business enterprise are as
follows: Communication: If a corporation carries tools and technologies that are efficient in
establishing communication with consumers because this kind of technologies are helpful
in maintaining healthier and strong bond with corporations then all targets could be
attained in longer duration of time. Communication with consumers is efficiently
handling by corporation by taking help0 of digital tools and technologies. For example, if
a company want to address many consumers at the same time then corporation can use
social media and various online platform that are using by loads of number of people.
There are various tools that can be utilised by association for establishing efficient and
regular interaction with consumers. It brings efficiency in operations: If digital tools and technologies are applied in
business association in most effective manner then company can make decrements in cost
and along with efficient could be increased and this type of action is helpful in attaining
all targets in limited period of time that is a primary goal of each and every kind of
association because digitalisation provides guidance to organisational performance that in
what manner it will be conducted and by taking this chart in consideration employees can
meet deadlines and firm is to be able in catering all desires, wants and needs of clients in
highest satisfactory level (Cook, 2017). There are various tools that can be implied in
organisation to enhance performance level of 4Com PLC and these tools are inventory
management, employees portal etc. inventory management tools is helpful in managing
entire records and calculation of all transactions of stock along with that which is having
by venture in warehouses.
 Secure environment: Digitisation provides security in atmosphere of organisation so that
a carefree attitude develops in association so that corporation can promote stress free
working in corporation. For example, if venture installs cloud storage then management
can keep their data in cloud and can provide sufficient security to financial data and if
any person from higher authority wants to access this data then by getting password
he/she can access from anywhere. There are various tools and technologies that can be
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availed in context to this are computers, internet and security devices like jammers
(Westerman, Bonnet and McAfee, 2014).
Impact of digital marketing and its impact on organisational performance
Digital tools and technologies are having great impact in functionality of organisation
directly. There are various tools and technologies that have their crucial role in development and
growth of corporation. Employers can utilise digitalisation in 4Com PLC by hiring those
candidates whom are efficient in applying digitalisation for attainment of all objectives and
goals. If company implies digital learning platform in very effectively then employees are
capable in handling wide number of customers at a time and would be efficient in solving all
queries of clients in marketplace in relevant time. This type of act6ion is helpful in enhancing
and creating brand image of corporation and reputation. Firm can manage all resources and stock
by applying digital tools and technologies. There are many functions that are operated by an
organisations like production, inventory control, customer relationship management etc. Digital
tools and marketing aids in adding some additional features that make all these operation
functions much simpler and easier along with reducing cost and extra expenses in order to bring
efficiencies in business operations. By employing digitalisation in operations of a business
reduce working hour of company and also make decrements in stress and also increases
enthusiasm and energy of workers (Colombo, Croce and Grilli, 2013).
Scope and application of digital marketing in business operations of 4Com PLC
4Com PLC is a medium organization that are running their organisational performance
with in the nation. It is operates their work into software as well as information marketing sector.
The institution consistently support new and developed ways to serve its customers effective. for
this, they are continuously executive new working process in order to improved and quicker
delivery of its services to their potential customers. Digital marketing assist in developing several
structure to evolve its business operations that are explained as follows: A encompassing communication : In current business environment, communication is
very improved by each and every firm and this has only possible by net and several
connected devices like smart phones, laptops etc. and which immunodeficiency
institutions to achieve operational efficiency at work place as well as employees
productivity. Cloud engineering are also state used by enterprises firm for strong as well
as effective communication and storage information. There are continuous changes in
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processing speeds and store capacity of computers that should be lead to gain
improvement of new communication engineering. Future of technologies is very demand
able and management executives that work place (Berman, 2012).
 Resource Management : Digitalisation is having impact upon environmental change and
this type of behaviour makes changes in resource management and performance of
employees. Professionals are being deployed everywhere in all over the world to resolve
problems that are associated to work and production process as well.
 Savings in Labour: Instillation of digital tools and technologies also requires high cost
and expenses that is not affordable for every organisation but in case of 4Com PLC then
this venture is having adequate financial resources to execute employment of digital tools
and technologies. This business organisation is using automation and automated
procedure of learning and in this context association is doing well. Youngsters are more
energise for taking programming and coding as their career fields. Around 25 million
programmers are working globally.
Ways to develop business operations at market place
It is required from a company to grow well all operational and non-operational activities
should be managed in appropriate manner. The thing which makes a company different from its
rivals, it is ability of handling all operations along with dealing huge consumers in order to sale
products and services. 4Com PLC is large enterprise in service sector which is keep looking for
opportunities to expand its business operations. There are various operations of implementation
which are done to achieved goals. These activities include conducting training and development
program for new and old employees. Manpower is a human resource that is responsible and
those personnel whom do all activities so effectiveness and efficiency of workers should be
enhanced and maintained (Onetti and et. al., 2012). This type of action makes reduction in idle
time and this type of behaviour is also develops brand image of 4Com Plc in the eyes of
customers in market (Beetham and Sharpe, 2013).
CHAPTER 3: RESEARCH METHODOLOGY
Introduction
This is a set of methods that researcher applies in order to conduct research program in
most effectual manner. This section deals with multiple processes of research that are concerned
with elaborating several stages that according to methods of research. These methodologies are
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helpful in conducting investigation program in most effective manner. Theses methodologies are
comprised various tools like surveys, questionnaire, interviews, scheduling, publishing research
which are aidful in gathering more accurate data which could helped out efficient decision
making in 4Com Plc. Research methodologies takes help of various techniques, for example;
theoretical model, phases and quantitative procedures. This helps in collecting data and
information accurately for giving best conclusion to the problems. There are qualitative and
quantitative ways for research methodology. This segment comprised as many tools that are
aidful in performing distinct sort of operations in investigation function. This part of research is
comprised many parts that are having their impact upon investigation in order to achieve
effectual outcomes (Peltier, Zhao and Schibrowsky, 2012). Research methodology is important
part of research which will help an investigator by providing valid and appropriate data regarding
the study. For this section, research onion framework will be used by researcher which includes
some layers are determined as under:
Research philosophy
This section deals with differentiated kind of source and their skills and knowledge. This
can be elaborated as a procedure of collecting and recording data which is closely connected
with research. It is sectioned in two parts like interpretive and positivism. In this, positivism
philosophy will be used in this study that will highly required for an investigator in getting valid
conclusion. Positivism philosophy will also essential for investigator by providing relevant and
reliable data regarding the topic. On the other hand, interpretivisim philosophy is not appropriate
for research because it will take more time and cost of an enterprise.
Advantages Disadvantages
 Positivism philosophy relies on
quantitative information that positivists
believe is more reliable or accurate than
qualitative research.
 Positivism philosophy applies a well-
defined structure during studies as well
as discussions.
 Some scholars accept that since
positivists think everything can be
measured as well as calculated, they
tend to be inflexible.
 Extremely structured research design
imposes pre-arranged limits or
boundaries to investigation.

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Research approaches
This method is related with analysis of different objectives of data that are present in
numerical format. It aids investigator to make calculations of numerical data of research which
contains hard complications in respect to find out more accurate outcome that provide aid in
effective decision making. In this, inductive approach, non numerical information applied so that
outputs of numerical evaluation can be substantiated. For the research topic, deductive approach
is used because it provide accurate and in-depth information in order to conduct investigation
activities (Clarkson and et. al., 2013). Main reason behind selecting this approach as it will give
accurate and valid information about the current study.
Research choice
There are many kind of research programs are present which aids management in
conducting investigation function by investigator. It is a liability of researcher to select an most
authentic method so that investigation could get completed in selected time duration with most
appropriate results. Research methods are sorted in two types in order to carry out investigation
like qualitative and quantitative research methodologies. Quantitative research is a type of
research which will help an investigator in accumulation of quantitative information regarding
the topic. Researcher has considered quantitative investigation in order to carry out this
investigation. This type of research help a researcher by providing information in form of hard
facts and numbers. This research provides more authentic outcome by taking support of various
theories, hypothesis and various type of assumptions.
Data collection techniques
There are different types of data collection techniques such as postal, telephone, survey,
questionnaire, observation, case study etc. All these are essential but according to current study,
questionnaire and survey will be used by researcher. As it will support them by providing valid
and reliable data about the topic. (Aral, Dellarocas and Godes, 2013).
Sampling
Sampling is a process of finding statistical study which is used in select, manipulate and
make decision on subset data points after making judgement of various patterns and trends from
larger size data that was collected through research program. Sampling means selection of those
respondents whom are targeted in order to collect relevant data. Sampling relies on random
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