Business Capstone Project: Digital Marketing for Software Development

This project investigates the benefits and strategies of digital marketing within the software development industry, focusing on the context of Autodesk Australia. The study reviews the literature on digital marketing, emphasizing its importance in reaching a wider audience and enhancing compet...Read More

Running head: DIGITAL MARKETING FOR SOFTWARE DEVELOPMENT INDUSTRY
Digital Marketing for Software Development Industry
Name of the Student:
Name of the University:
Author note:

1DIGITAL MARKETING FOR SOFTWARE DEVELOPMENT INDUSTRY
Table of Contents
Introduction:....................................................................................................................................2
Literature Review:...........................................................................................................................2
Methodology:...................................................................................................................................5
Research type:..................................................................................................................................6
Data Collection:...........................................................................................................................6
Data Analysis:..............................................................................................................................7
Results and Reports:....................................................................................................................8
References:......................................................................................................................................9

2DIGITAL MARKETING FOR SOFTWARE DEVELOPMENT INDUSTRY
Introduction:
Internet is one of the greatest achievements of the business sector worldwide. With the
advancement of technology, the ways of marketing have improved as well. The software
development industry is one of the most in-demand industries in the contemporary world. With
the help of the Internet and digital marketing, a large number of audiences can be reached. The
Internet has no limits of spreading and is one of the fastest means of transferring information
from one part of the world to the other.
The scope of the research is to ascertain the benefits of Digital Marketing on the software
development industry with respect to the Autodesk Company.
Literature Review:
In business, marketing plays a significant role. Marketing is the term used to define the
process of letting the world know the types of services that are provided by a company and how
can one be benefited by accepting services and employment from that company as well. Digital
marketing, on the other hand, is the usage of the Internet and other digital media for the purpose
of marketing. For the purpose of this research, we have considered Autodesk Australia as our
company. Autodesk is an American Company with more than 10,000 employees in the year
2019. The company provides services to numerous other organizations as well. The services to
the organization include,
Software development is the way in which applications or frameworks are conceived,
specified, designed, documented, tested and debugged. In the contemporary business, developing
an app has become the most important part and plays a substantial role in managing the revenue
of the business. Technologies like Artificial Intelligence, Big Data Analytics, Augmented

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Reality, and Virtual Reality and many more had been developed by individual software
companies as well. Today, almost 53% of the business has adopted these technologies for service
enhancement. This has resulted in fierce competition amongst the company who are developing
and improvising this software. With the help of digital marketing, a competitive benefit can be
obtained (Andriani et al., 2019, p. 378).
According to Chaffey & Ellis-Chadwick (2019), digital marketing is the fastest and most
efficient method marketing in the present business scenario. This helps in promoting products
while they are still in the process of developing, which is by it the best fit for the software
development companies. Numerous business giants in the field of software development have
taken this up as a method of marketing in the United States, United Kingdom, Europe, the
Middle East and many more. With the introduction of smart devices, this method is extremely
favoured by the companies’ worldwide.
The market for software development is one of the most competitive markets of all time.
Organizations like Autodesk are well known for making use of the sales development team for
the purpose of marketing. However, when the out bund leads are less, and it is not suitable, this
results in the fewer returns, which then results in the company being marked as spam. To
maintain a healthy lead in this sector Business to Business, digital marketing is the best process.
This helps in building up a strong pipeline for the inbound process of the company.
According to Chaffey & Smith (2017), the customer seeks information, answers,
solution, education and tips or the software online. A much catchier and compelling content must
be developed by the company such that the consumers or the clients get attracted to the services
or the development process of the company. Digital marketing is the best way in which it can be

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done within a lots lesser time and expenditure. Some of the digital marketing strategies that can
enhance the software development industry in the Autodesk are listed below:
1. Getting Personal and telling Stories: It is not just the technical achievement of the
company that helps in the development of the clients’ interest in a company. The
potential clients are often interested in what cultural diversities that are supported by
the company, the achievements of the company, the story of their success and certain
other information outside the work experiences. Autodesk offers a tremendous
amount of information regarding the company and its achievements such that the
people get inspired by them anyways. People may often reflate to the stories of the
company and are satisfied with the company’s services in this sector. This helps in
the development of a bond between the client and the company (Mall, 2018, p. 117).
Thus creating information patches for the display while marketing digitally helps in
creating a good impression upon the clients of the company.
2. Developing social media strategies: Most of the people are social media nowadays.
With the advent of social media, the process of digital marketing has become more
comfortable as well. It is much easier to convey messages to the people over social
media than the other places. LinkedIn, Facebook, and other similar social media
application helps in searching for potential clients for the industry (Tuten & Solomon,
2017, p. 4). The companies like Autodesk Australia find their clients from LinkedIn.
Taking advantages of what social media has to offer for the specific audiences is one
of the most beneficial ways in which the marketing strategies for the software
development companies can be enhanced.

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3. Search Engine Optimization: This is a gradual process which is extremely useful once
it is in use. This helps in identifying the area of interest of the potential clients and
suggesting those services with the help of Search Engine Optimization. SEO helps in
increasing the availability of the website such that the client can easily find the site
and look into whatever he or she is searching for (Baye, De Los Santos &
Wildenbeest, 2016, p. 25).
4. Autodesk offers valuable information on the website, which is one of the best ways
through which message can be delivered to the clients.
5. Guest blogging: People are more active online than they are in the real world. Thus
being informative can be an excellent opportunity for the software developing
industry. The opportunity is best used by Autodesk as well. The company is letting
them know about the emerging applications new projects on the company list, and
others. This helps in rowing interests amongst the consumers regarding the company,
compelling them to seek the company’s help in the services.
Methodology:
A research methodology is a way in which the research is conducted. It is one of the
essential parts of the investigation as it tells us about the techniques that have been obtained for
conducting the research. There are 5 ways in which a study can be performed, and they are with
the help of a questionnaire, observations, interviews, schedules, and scales for rating. For the
purpose of this research, we have considered the observation technique. Here, we have gone
through several articles and journals regarding the chosen topic to obtain information required
for the analysis (Weber, 2017, p. 7).

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Research type:
Data Collection:
This the process by which the data is collected for the purpose of the research. As
mentioned earlier, there are numerous ways in which data can be obtained. The methods are,
questionnaire, which is a way of gathering information by questioning different people or experts
in the same domain of the research; survey, this is the process by which the data is collected by
sending survey forms to be filled up by various people; observation, this is the way by which
information is gathered by observing case studies, real-life scenarios, articles, journals and a few
more (Cuervo‐Cazurra et al., 2017, p. 237). There are numerous other ways by which
information can be gathered apart from these. Based on these, there are two types of data that is
used for the research, and they are primary sources of data and the secondary sources of data.
Primary data are the data that is gathered by conducting interviews and surveys (Mohajan, 2018,
p. 34). They are real-time data obtained from experts and people around the world. The
secondary sources of the data include books, articles, and journals written by eminent authors.
The information available on the Internet is one of the secondary sources of information. For the
purpose of this research, we have considered the secondary sources of data which are available in
the website of the Autodesk Australia as the information provided on the official websites are
often unbiased and free of hoaxes.

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The Above figure represents the research methodology with the help of visual
representation. These are the method that is applied by the research to conduct research for the
Autodesk Company, Australia.
Data Analysis:
The process of data analysis used for processing of the information that has been gathered
such that they can be used for the purpose of generating results obtained for the research. The
entire process of data analysis is categorized into two-part, and they are mainly the qualitative
Research
Methodology
Data
Collection
Secondary
Internet Journals Articles
Data Analysis
Qualitative
Observations Case Study
Analysis

8DIGITAL MARKETING FOR SOFTWARE DEVELOPMENT INDUSTRY
analysis of data and the quantitative analysis of data. The Qualitative analysis of data is mostly
obtained from the information gathered (Kumar, 2019, p.192). They are descriptive in nature.
The quantitative analysis of the data is more numerical and accurate sets of the data that is
mainly gathered with the assistance of Primary Data Collection Method. The qualitative
information is collected from secondary sources. For this research on the Autodesk Company’s
digital marketing usage and benefits analysis, we have considered a qualitative study of data.
Results and Reports:
After conducting a thorough study of the entire research topic from several articles and
journals, we can obtain the result of the research question that has been raised earlier. In this
case, the purpose of the research was to identify the ways in which software development
industries can make use of digital marketing for the enhancement of the business. We have found
several ways in which this can be achieved, which can lead to further studies and area of
exploration in this topic. After obtaining particular insights regarding the project topic “Digital
marketing in Software Development Industry” for the Autodesk Australia, a report can be
generated stating the salient features of the research, along with its area of action. This report can
be used for proceeding with the research in this field.

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References:
Andriani, M., Aisha, A., Pranita, M., Siswanto, J., & Suryadi, K. (2019, March). Business
Process Mapping in Software Development Company. In 2018 International Conference
on Industrial Enterprise and System Engineering (ICoIESE 2018). Atlantis Press, p. 375-
381.
Baye, M. R., De alos Santos, B., & Wildenbeest, M. R. (2016). Search engine optimization: what
drives organic traffic to retail sites?. Journal of Economics & Management
Strategy, 25(1), 6-31.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Cuervo‐Cazurra, A., Mudambi, R., Pedersen, T., & Piscitello, L. (2017). Research methodology
in global strategy research. Global Strategy Journal, 7(3), 233-240.
Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mall, R. (2018). Fundamentals of software engineering. PHI Learning Pvt. Ltd.
Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), 23-48.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Weber, M. (2017). Methodology of social sciences. Routledge.

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