Dissertation: Analyzing the Impact of Digital Marketing on Sainsbury's

This dissertation explores the impact of digital marketing on company growth, using Sainsbury's as a case study. It begins by defining digital marketing and its various techniques, such as SEO, PPC, and social media marketing, highlighting their role in business expansion. The research aims to understand how digital marketing influences Sainsbury's growth, evaluate different digital marketing techniques, and recommend strategies for further expansion. Through a literature review and research methodology employing quantitative methods, the study analyzes the effectiveness of digital tools in driving sales, enhancing brand awareness, and improving customer engagement. The findings emphasize the positive correlation between digital marketing strategies and business growth, concluding with recommendations for Sainsbury's to optimize its digital presence and leverage emerging trends for sustained success. Desklib provides a platform to access this document and similar resources for students.

DISSERTATION
(Impact of digital marketing on
growth of company)

ACKNOWLEDGEMENT
I would like to show my gratitude to my teachers and supervisors who had given me the
golden opportunity to do this great research project on the topic digital media marketing. It has
also assisted me in conducting a lot of investigation and I had also come to know about new
concepts and things. I am really grateful and thankful to them. I am also thankful to my family
and relatives who have supported me emotionally and motivated me to continuously work on
investigation.

ABSTRACT
This study is aimed at analysing the impact of digital marketing in managing business
succession and marketing opportunities as well which are adopted by Sainsbury's. This is
analysed that in the current time digital media tools are used by the business in order to develop
their business in appropriate manner. The major objective of this research is to develop
understanding related with managing business in the current digital age and this will be helpful
in attaining fuller edge. There are various research methodologies which are used within the
research such as quantitative research methods. The major outcome of the research is that with
the help of digital tools an organisation may develop their business and acquire success as well.

Table of Contents
ACKNOWLEDGEMENT...............................................................................................................2
ABSTRACT ....................................................................................................................................3
1. INTRODUCTION.......................................................................................................................5
2. LITERATURE REVIEW............................................................................................................8
What is digital marketing?..........................................................................................................8
How digital marketing impact on growth of Sainsbury?............................................................9
What are different techniques of digital marketing?.................................................................11
How Sainsbury can apply various techniques to expand..........................................................13
3. RESEARCH METHODOLOGY...............................................................................................15
4. FINDINGS AND ANALYSIS..................................................................................................18
5. CONCLUSION AND RECOMMENDATIONS......................................................................32
CONCLUSION.........................................................................................................................32
RECOMMENDATIONS..........................................................................................................32
REFERENCES..............................................................................................................................34
APPENDIX....................................................................................................................................36
Questionnaire............................................................................................................................36

1. INTRODUCTION
Overview of the topic
In the current modern world technologies are playing vital role. They have brought
drastic changes in the way of operations within businesses and organisations. With the assistance
of new and advance technology, companies can easily expand in different markets and improve
the level of productivity. New applications and software are installed within organisations and
companies for easing the different operations of the business. There are several functions in an
organisation and for that various kinds of software are considered that assist in making complex
activities and task easier. The usage of digital marketing tools has made companies to easily
market, promote and advertise goods and services. With the introduction of internet and several
platforms of social media, companies could easily reach number of audience so that sales
number could be enhanced. Marketing through digital methods enabled companies to increase
awareness about the products and services among customers (Miklosik and et. al., 2019).
Digital marketing is an emerging concept that is used by companies for promoting and
advertising the products. It involves usage of e-mail, social platforms, internet, websites and
many more in respect of attracting customers. Using technologies like desktop, computers,
mobiles and another platforms of media for directly communicating with appropriate customers.
Messages and texts are sent to customers with the help of internet as well as several marketing
channels. There are several techniques of digital marketing like SEO, PPC, video marketing,
content, SMM and many more. The kind of marketing technique is directly depend upon the
target audience. These techniques give relevant piece of information which is analysed and
evaluated in future so that useful information can be obtained at right time. On the basis of this
kind of information target audience can be targetted and attention of more number of customers
can be grabbed. The usage of digital marketing made companies and businesses to simply to
understand trends in the market.
The usage of digital marketing techniques boosts up the business growth to a certain
extent. It is being determined that PPC, Search Engine Optimisation etc. They help in driving
profits and sales and also target several groups. Companies focus on social media marketing
rather than traditional methods of marketing. In addition to this, CRM is considered within
digital marketing that enables company to identify customer requirements, preferences and many
more. The traffic on website is monitored that assists in finding out number of customers visited

websites, converted leads and many more. Digital marketing has changed the manner in which
brands communicate with consumers. The impact of digital marketing on growth is is positive as
it facilitates in expanding the whole business on digital platforms. This is directly connected in
increasing the level of communication of brand with customers. Brand reputation has increased
with the help of digital marketing and promote products in effective and efficient way. Trust of
customers is gained through channels of digital media and promote goods and services on larger
scale. The current investigation takes out great piece of information about the topic of digital
marketing within companies. It also includes various kinds of techniques of digital marketing for
expanding the whole companies (Niculescu and et. al., 2019).
Research Aim, Objectives and Questions
Research Aim
The aim of the present investigation is “To examine the impact of digital marketing on growth of
company." A case study on Sainsbury.
Research Objectives
 To understand concept of digital marketing
 To analyse impact of digital marketing on growth of Sainsbury
 To evaluate different techniques of digital marketing
 To recommend how Sainsbury can apply various techniques to expand
Research Questions
 What is digital marketing?
 How digital marketing impact on growth of Sainsbury?
 What are different techniques of digital marketing?
 How Sainsbury can apply various techniques to expand?
Background of the company
The selected company for the present investigation is Sainsbury's. The company is known
as the second largest supermarket chain operating in the United Kingdom. The company was
founded in the year 1869 and the founder is John James in Dury Lane, London. This company is
a public limited company and it has 1428 shops all around the world. There are many kinds of
products offered such as convenience shop, super market, super store etc. There are more than
1,11,900 employees currently working in the organisation. The subsidiaries of the company are:
super markets, banks and local shops. The brand of the organisation are Argos, Nectar, TU,

Habitat etc. The company uses different types of digital marketing tools for reaching large
number of customers as well as expanding the operations of business.
Rationale of the research
The main purpose of conducting the current research report is to identify the importance
digital media marketing in the current modern time. It is determined in the report that digital
media marketing plays significant role in the path of growth and development of organisation. It
also analyses several kinds digital techniques available for companies as per the requirements
and needs of the company (MAKRYDAKIS, 2021). The investigation also assists in finding
relationship between growth of the organisation and digital marketing techniques. It also
evaluates the different kinds of ways by which company could apply techniques for expansion.
There are two other vital perspectives that are tried to achieve through current investigation. In
terms of professional perspective, I will get to know about the different kinds of digital
techniques that will facilitate me in my professional career. This will also assist me in reaching
large number of customers within the shorter time. In respect of personal perspective, I will learn
about the significance of digital media and this will also help me in knowing situations
happening all around the world (Jaman and Anshari, 2021).
Problem statement of the research
The problem determined in the current investigation is companies find issue in
identifying best digital media platform for advertising and promoting products and services of
the company. Companies sometimes select digital media channel which is not appropriate for
them to reach their targeted audience (Omar and Atteya, 2020). The current report gives variety
of platforms of digital media that can be adopted by company as per its nature.

2. LITERATURE REVIEW
Literature review is the chapter that covers second-hand information to address research
questions. This involves several sources of secondary information such as journals, newspapers,
articles, books, filled surveys, websites of the company and many more. In this literature review
has proper written overview of main writings and another sources on a chosen topic. The section
of literature review gives an appropriate summary, description and appropriate evaluation of
every source. In simpler words, literature review is a group of works of art formed of words.
What is digital marketing?
According to Bala and Verma (2018), digital marketing is defined as advertising
delivered by several digital channels which include social media, search engines, websites,
mobile apps and email. Considering these channels of online media, digital marketing is the
technique through which organisations endorse brands, services and goods. Customers heavily
depend upon digital mediums to research products. One of the examples Think with Google
marketing insights have recorded that 48% of customers start inquiries on search engines,
another 33% look for brand websites and the remaining 26% search with their mobile
applications. In today's modern world, digital marketing refers to an tremendous system of
channels to which different marketers simply onboard their brands, advertising through online
mode is complex and difficult than the channels alone. In respect of attaining the true potential of
digital marketing, marketers have to go in-depth in today's intricate and vast cross channel world
for discovering strategies that form an effect by engagement marketing.
Engagement market is the technique to form and create meaning interactions with
existing, returning and potential customers based on the information collected over time. By
engaging more number of consumers in a digital landscape, organisations build and increase
brand awareness, place company at the forefront when the consumers are ready to purchase and
set the business as an industry thought leader. By using an omnichannel strategy of digital
marketing, marketers could easily assemble valuable insights into target customers behaviours
while giving the door to new techniques of customer engagement. Including this, organisations
could expect to see rise in retention. As per the report by Invesp, organisations which have strong
omnichannel customer engagement strategies hold an average of 89% of their consumers

compared to organisations with weak omnichannel programs that have a retention rate of only
33%.
As per the future of digital marketing, companies could see a constant increase in
adopting social media channels. Social media would become increasingly conversational in the
Business to Business space, video content would be refined for SEO purposes and email
marketing would also become more personalised. Digital marketing technologies have become
core for every type of organisation because it has come up with very convenient way of reaching
large number of customers. For optimising marketing strategies, digital has become necessary
and mandatory. Digital marketing could help companies to know their existing as well as
potential audience, learn significant information about them and give metrics that would provide
organisation's team marketing team credibility. Understanding continuous needs and
requirements of customers takes time and marketing team of the company may have developed
customer personas that could be of use, customers constantly spend time online may not act or
behave in the manner company would expect.
Company needs to test various language with several targets, keeping in mind that
particular form would appeal to many people and their place in the purchasing cycle. Attune
company to apt audience and company would build credibility that would set company apart
from the competition. Without considering position in the marketing procedure, it is significant
to have appropriate understanding of best practices of search engine optimisation. Addition to
this improving ranking search engine, SEO could support and reinforce campaign testing and
optimisation to ensure company is providing valuable and hight quality content that potential
audience wants.
How digital marketing impact on growth of Sainsbury?
According to Jackson, Janssen and Gabrielli (2018), it is quite normal to say that
audience spend a large amount of time on the different platforms which work through internet.
They are either messaging or texting instantly or search something on Google. They
continuously scroll through their different social media channels. People spend their much of
lives on their smart devices, so where better to advertise a brand than on different websites and
devices. More and more companies are being broken and made because of several social media
community groups, online forums and another court of public views and opinions. It is very
clearly determined that when brand are visible online, they are also remembered offline. Digital

marketing has altered the manner organisations work as well as communicate with their
consumers. The use different strategies of digital marketing has had direct effect on profit and
revenue margins in addition to the power of an organisation to develop and grow. In simpler
words, businesses that do not adopt strategies of digital marketing limits the development and
growth opportunities within organisation. With the procedure of adopting advance technologies
and techniques, Sainsbury's could easily progress and growth because they could easily
determine needs and requirements of their existing as well as potential customers. Sainsbury's
could easily capture growing lucrative internet marketplace for promoting and advertising
products and services to the customers. Brick and mortar organisations are either adopting
company model to an online one or increasing established marketing tasks by digital marketing
strategies. Innovations in digital marketing strategies have helped in increasing the level of
sustainability, survival, development and growth of the whole business in the digital arena.
Digital marketing has changed the manner organisations communicate and operate with
their consumers. The usage of digital marketing strategies has positive impact over profit
margins and the form of organisation to develop and grow. Without using digital marketing style,
the company could decrease the ability to become successful and developed. Some of the
significant impact of digital marketing strategies over the growth of the organisations are defined
below:
 With the help of digital marketing strategies, companies could easily find audience that
they would have never encountered in their business operations. Under this company
uses search engine optimisation and the main objective of using this is increasing the
rank of content by search engines. This assists in bringing the content in front of
potential audience. In simpler words this facilitates in increasing the traffic on websites
of the organisation which ultimately increases the growth of business.
 The other positive impact of digital marketing techniques and strategies on the growth of
company is established online presence. With this organisation improve their presence
on online channels and that is directly linked to increase the growth of organisation.
With the help of this audience could easily surf about the different products of the
company on different channels.
 Another positive effect of digital marketing strategies on the growth of business is
increased connect with prospective and current customers. Social media has great

importance in the lives of people. This creates opportunity for the organisation to
connect with old and new customers alike. This gives opportunity to organisation for
cross-promoting the content from one channel to another.
 With the help of digital marketing strategies, companies could easily increase their
conversation level with customers. This increases and improves the mindset among
customers that they are quite important element of the company and this increases the
whole value of the company. This also improves the whole growth of the business.
 The other positive impact of digital media marketing over company is creating platform
that helps in learning views and opinions of existing as well as potential customers. This
assists in providing goods and products as per the needs of customers and gains more
number of customers. Customers could also easily provide reviews of the product
through media channels and their problems easily get resolved.
What are different techniques of digital marketing?
According to Nyagadza (2021), technology has broadly risen in significance and
popularity in the whole business world. This is quite significant for realising what strategies of
marketing could assist organisations digitally increase their brand image and sales. Some of the
common digital marketing techniques considered within the organisation are explained below in
detailed manner.
Social media marketing: A great presence on social media platforms is the most
significant digital marketing tool. There are various ways for promoting social media presence of
the brand. Some of the common examples could be approaching social media influencers for
promoting brands through their own social media accounts. Companies and brands actively get
attention of audience through influencers as they promote products and services of the company
through their pages.
Video marketing: Video marketing is the other digital marketing technique for promoting
products and services of the organisation. Video marketing is quite useful and helpful and
operates well with the procedure of content marketing. It is one of the popular techniques in the
procedure of digital marketing because it gives quite convenient access to videos that advance
technology has given. By forming attractive and high quality commercials, companies could
create a lasting brand image in its customer heads and make them to think about buying.

Web advertising: Web advertising is another digital marketing technology because
through this brands could promote and market themselves more efficiently and effectively by
making clickable advertisements to put on popular and famous websites. Some of the examples
of web advertising is when advertisements for several organisations appear on the side of an
article on websites such as CNN.
Affiliate advertising: Affiliate advertising is the other method of digital media strategy
that is adopted by companies for increasing growth and development. Affiliate advertising is
when an organisation or a company pays have a valuable spokesperson with a large number of
customers, generally a social media influencer or blogger, for posting about their organisation so
that an organisation could increase its circulation. For this those bloggers and influencers are
approached who have great number of followers. This assists in increasing the sales of the brand
and organisation and have positive impact over the growth of the company.
Overall personalisation: The best digital media technique is overall personalisation. In
this companies personalises awareness and creates a unique method for making people believe
whether an organisation is successful or not. For this companies could simply use their logo for
promoting and advertising products and services. It instantly catches the attention of customers
and they could get attracted to purchase products.
Content marketing: Content writing is the other digital marketing strategy that creates
relevant and valuable content continuously on platforms. A brand could use and consider content
marketing as one of the tools for achieving better brand awareness by marketing itself as an
organisation that is in touch with and significant to the world. In this campaigns are conducted so
that attention of large number of customers could be caught.
Search engine optimisation: Search engine optimisation is another important digital
media technique for increasing attention of customers. It is referred as digital marketing
technique that includes forming and creating more traffic to a website by forming sure a website
appears greater up in the outcomes of search engine such as Google. This technique assists
organisational marketing to improve awareness of the brand.
Email marketing: Email marketing is the other digital technique method that facilitates
in returning customers to a company and brand. They could buy new goods and products. First
an organisation makes sure that their people has signed up for an email list after they have made