Digital Marketing's Impact: A Case Study of The Works Retail Company

This report analyzes the impact of digital marketing and promotions on The Works retail company. It explores digital marketing techniques used by The Works to enhance customer engagement, examines the impact of these strategies on the company's performance, and identifies challenges faced by managers in implementing digital marketing strategies. The research employs a mixed-methods approach, including a literature review and primary data collection through questionnaires. Findings highlight both the positive and negative impacts of digital marketing, such as increased reach and potential for media fatigue. The report concludes with recommendations for optimizing digital marketing strategies to improve The Works' overall performance. Desklib provides this and other solved assignments for students.

Impact of digital
marketing and
promotions on The
Works retail company

Table of Contents
1. INTRODUCTION.......................................................................................................................1
1.1. Aim and Objectives of the Research...............................................................................1
1.2 Research Questions..........................................................................................................1
1.3 Background of the Organisation.......................................................................................1
1.4 Research Gap and Contribution........................................................................................2
1.5 Rationale for the study......................................................................................................2
1.6 Outline of Research..........................................................................................................3
2. CRITICAL LITERATURE REVIEW.........................................................................................3
2.1 Digital marketing and promotion techniques used in The works to enhance their customers
................................................................................................................................................3
2.2 Impact of digital marketing and promotions on the performance of The works organisation
................................................................................................................................................4
2.3 Challenges faced by managers in implementing of digital marketing and promotion
strategy in the business environment......................................................................................5
3. RESEARCH METHODOLOGY.................................................................................................6
3.1 Research Philosophy........................................................................................................6
3.2 Research Approach...........................................................................................................7
3.3 Research Strategy.............................................................................................................7
3.4 Research Choice / Method................................................................................................8
3.5 Time Horizon....................................................................................................................8
3.6 Techniques and Procedures / Data collection method......................................................8
3.7 Sampling...........................................................................................................................9
3.8 Research ethics.................................................................................................................9
4. DATA ANALYSIS AND FINDINGS......................................................................................10
Questionnaire........................................................................................................................10
Data interpretation.........................................................................................................................11

5. DISCUSSIONS OF FINDINGS................................................................................................17
6. CONCLUSION AND RECOMMENDATIONS......................................................................18
References:.....................................................................................................................................20
Appendix........................................................................................................................................22
Questionnaire........................................................................................................................22

1. INTRODUCTION
1.1. Aim and Objectives of the Research
Research aim: “To analyse the impact of digital marketing and promotion on the
performance of the retail organisation.” A case study on The Works plc.
Research project objectives
 To determine the various digital marketing and promotion techniques used in The
works to enhance their customers.
 To analyse the impact of digital marketing and promotions on the performance of The
works organisation.
 To analyse the challenges faced by managers in implementing of digital marketing
and promotion strategy in the business environment.
1.2 Research Questions
 What are the various digital marketing and promotion techniques used in The Works to
enhance their customers?
 What is the impact of digital marketing and promotions on the performance of The
Works organisation?
 What are the challenges faced by managers in implementing of digital marketing and
promotion strategy in the business environment.
1.3 Background of the Organisation
Digital marketing is referring to the advertising and making promotion of the company
products and services through digital channels. There are various types of digital marketing
channels that are being coming in the market now a days such as search engine, email marketing,
social media marketing and mobile application etc. as these helps the organisation in enhancing
their customers base and providing updating information to the customers. There are various
latest technologies are coming in the market in order to attract customers towards the brand.
Some of these are digital marketing channels used by business. As now a day digital marketing
platforms are increasing in the market which helps customers in purchasing their products and
services through online basis rather than going on any physical shop and doing bargaining. Some
of the importance of digital marketing is that it helps the organisation in increasing their
customer base, developing and targeting new customers, solving customers complaints,
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increasing productivity of employees and organisation both. The organisation selected in this
report is The Works, as it is the discount retailing organisation which is selling the books, art and
gifts, games and stationery items. It was founded in the year 1981 which is having 530 stores in
the locations. This report includes research aims and questions, then literature review review is
regrading the objectives is mentioned and research methodology and time scale is used.
1.4 Research Gap and Contribution
Research gap refers to the difference between expected research conducted and the actual
research conducted. In the current investigation, research gap analysed is in the part of primary
research in the form of questionnaire. There are different opinions gathered from several people
on the research topic. It is difficult to find out the accuracy because some people were not
comfortable in sharing their opinions. So that is why accuracy can be the gap in the entire
research analysis. Contribution of the current research has a positive impact on the organizations
and even for the further research conducted on the same research topic. This research has
contributed in increasing the productivity of the company by making the entire digital marketing
procedure as the time, cost and energy efficient. This research has also helped in boosting up the
sales and revenue generations by targeting the audiences via wider reach benefit of the
organization.
1.5 Rationale for the study
The rationale for the study is such that this topic helps in enhancing the growth
opportunities to the business and this now a days can be me in getting more knowledge and skills
about this digital marketing and promotions methods used in the organisation. There can be
positive and negative impact of these digital marketing campaign in the organisational. By
conducting this research I will be able to enhance some of the skills like communication skills
and decision making skills. As these skills will helps me in my near future as well. Further this
will helps me in personal and professional development. As by conducting research through
primary and secondary methods both, I will be able to make connection with other people and
this result sin enhancing my skills as well and making effective relationships with each other. As
this topic is more important now a days. Digital marketing and its promotion is done by every
organisation in order to attract their customers and enhance their sales. So by conducting this
research I will be getting knowledge about this digital marketing and promotions and which
could helps me in near future when I search for any job role in marketing field.
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1.6 Outline of Research
The following research report will cover the main aspects on the research topic and how
the entire research is being conducted. It is started with the introduction part in which the aim
and objectives of the research, research questions, background of the organisation, research gap
and contribution and rationale for the study is covered for better reviewing of the basics of
research. Critical literature review is covered which contains the objectives of the research such
as digital marketing and promotion techniques used in the works to enhance their customers,
impact of digital marketing and promotions on the performance of the works organisation and
challenges faced by managers in implementing of digital marketing and promotion strategy in
the business environment. Moreover, research methodology is also covered which consist the
entire onion framework that includes research philosophy, research approach, research strategy,
research choice / method, time horizon, techniques and procedures / data collection method,
sampling and research ethics. Furthermore, current research also covers the data analysis and
findings by using the primary research which includes questionnaire. Additionally, discussions
of findings and conclusion and recommendations are also covered in the current investigation.
2. CRITICAL LITERATURE REVIEW
2.1 Digital marketing and promotion techniques used in The works to enhance their customers
According to Das, (2021), Digital marketing refers to the online or internet marketing which
advertises the brands in order to connect with the target customers with help of internet and forms of
networks and communication modes in a technical manner. It not only includes the email and social media
along with the web based advertising but also includes the text and other multi media messages as a
marketing channel so that promotions can be more effective and efficient for the company. In other words,
Digital marketing is the process of promotion and advertising of the products and services
through digital media. There are various digital marketing strategies that can be used in The
Works Plc. for enhancing their employees. This helps in improving the sales and brand image.
Some of the digital marketing strategies are used in The Works Plc. are social media marketing-
as this now a day most of the organisations are using this marketing strategies. Because there are
large number of people existing on social media platform. The Works Plc. upload many photos
and videos on this page which could be seen by their followers and this results in enhancing
towards their products and services. Then another digital marketing and promotion strategy
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which is being used by mangers in The Works Plc. is search engine optimization- as it involves
creating more traffic to a websites by making sure that there websites appears higher results such
as Google. These are the strategies which not only helps to promote or advertise the brand but it
also focuses on other aspects of marketing such as quality of the content and attraction of the
wider customers towards the products and services of the company.
From Dora, Roespinoedji, and Roespinoedji, (2021), There are strategies as well which are
executed by The Works Plc. in order to market its products and services in a digitalised manner. The next
digital marketing strategy is email marketing- as in this email are the great marketing approach
which is to be get to return to the company brand and purchase their products. This email helps
The Works Plc. in making effective relationships with customers so that they could feel more
motivated and results in development of their organisation. As in context with The Works, there
managers are using theses digital marketing strategies and promotion techniques in order to
enhance their customer base and making effective relationship with customer as well. This helps
them in developing opportunities for their future as well. Further, the video advertising is the
technique can be used in The Works Plc. for attracting customers. Then this can be the best. As
by this company could make videos of their arts and crafts so that they could attract more
customer and this results in creating more growth opportunities as well. Moreover, other basic
strategies which are implemented by the company are such that the firm starts with quality web
and mobile sites, maintaining a social media presence, consistent online reputation management
campaigns, making use of re marketing and making the buyer's journey smooth.
2.2 Impact of digital marketing and promotions on the performance of The works organisation
According to Granata, (2021), Digital marketing has the impacts on The Works Plc. which
highly affects the people interactions and work collaborations along with the purchasing habits and
preferences towards the products and services offered by the company. There are negative as well as the
positive impact which affects the different factors of digital marketing. Interactions among the people are
are effective in nature via digital marketing but it can also bring up the communication gap as well which is
the negative impact. Work collaborations are efficient due to the digital marketing strategies but it can lack
good integration among the working of the firm which is a negative impact. Similarly, purchasing habits
and preferences of the customers changes in the positive manner but it this change adoption can be difficult
for the firm which is a negative impact. So therefore, digital marketing and promotions helps the
organisation is having positive and negative impact both on the performance of organisation. The
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positive impact which digital marketing and promotions are providing to The Works Plc. is that
it is giving business boundless reach- as through digital channels like social media sites helps the
organisation in reaching to the large number of audience. Because this consist of large number of
population in digital media. So if large group of customers see the post then they could buy it
more and enhance company sales. Then another positive impact of digital marketing is that it can
be money saver- because this helps in saving money spend on traditional marketing that is
through physical marketing. As in this fuel cost and employees efforts are taken into
consideration. Next impact can be it helps in interacting better with the customers. As social
media sites and email marketing helps the organisation in connecting better with the customers
and solving their problems as well ( Ilham, Saputra, and Putri, 2021). The negative impact which is
being faced by organisation at the time of using digital marketing is that it sometimes sweep the
business in media fatigue- as when people sees more ads and promotion of a similar products
then they just shut done their smartphones and that website as well. Another negative impact
which is seen of digital marketing is that it sometimes can be the time drain on The Works Plc.,
also there can be devolve into the damage control operations. Hence, it can also be said that
digital marketing has a profound impact on the traditional ways of marketing strategies adopted
by the business as well. There are several companies which provides the services of digital
marketing and grasps the universe of each tool in order to maximise the positive impact on the
brand. This highly supports in creating the brand awareness not only on the local basis but
internationally as well because it targets the customers in an expanded manner. This has
decreased the use of traditional form of marketing strategies because more number of people are
found on the social media and on the internet who uses the networks on a large basis.
2.3 Challenges faced by managers in implementing of digital marketing and promotion strategy
in the business environment
From the views of Ju, Chocarro, and Martín, (2021), There are various challenges which are
faced by The Works Plc. while implementing the digital marketing and promotion strategy in the business
environment. It basically includes the learning about the customers can be inefficient because there re vast
number of people on the internet and hence it is difficult to recognise that who is really interested in the
products and services rendered by the firm and therefore, learning about the right customers is a big
challenge for the enterprise. Management of cash flow is an another challenge because online management
is difficult to ingrate with the traditional way of working and therefore cash flow between the online and
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traditional is a challenge for the organization. Creating engaging content is a challenging task for the firm
because it is difficult to identify that what can get connected towards the customers and what can harm
their emotions and beliefs, so therefore, engaging content is a big task for the company to create and
publish it on the social media. Driving relevant traffic to the website is the major challenge as this
can become a major challenge in creating brand awareness and targeting right customers. As
there is a heavy traffic on websites and this could create irrelevant to the audience and they
might get frustrated by this. Then next challenges could be faced by employers is Lead
generation using social media- as most of the businesses do not know how to remain consistent
in the websites. As most of them could not paid for their campaigns and could not able to lead
generations. Another challenge could be faced by keeping changing up with the changing trends-
as digital marketing is changing very frequently so this could be a issue for the mangers to be up
to date according to the changing trends ( Li, Kim, and Choi, 2021). So this should be considered in
mind while implementing digital marketing methods and promotional strategies in the
organisation. But there are some other basic challenges as well which must be emphasised to
rectify are such that complying with privacy and data sharing regulations are the major challenge
which directly affects the confidentiality of the big data which results in the large losses and even
the shutting down of the organization as well due to the bad image and reputation in the market
place. Other challenges includes such as generating the qualified leads and making the websites
accessible along with the strategizing the mobile first applications and establishing an omni
channel marketing strategy which is followed by the maintenance of brand consistency and
authority as well. These are some basic other challenges which must be take care by The Works
Plc. while implementing the strategies of digital marketing so that any difficulty raises can be
rectify soon without any complications and threats.
3. RESEARCH METHODOLOGY
3.1 Research Philosophy
It is the upper most layer of onion model of research methodology. It is classified into
four aspects that are positivism, realism, interpretivism and pragmatism. Positivism is the aspect
where factual information is gathered by the researcher after observations which also includes
the measurement. Realism is the aspect where researcher has the independent thoughts and
scientific approach through assumptions with the help of personal human senses. Interpretivism
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is the aspect where researcher makes interest in the investigation and performs the role for
personal observations in the social world. Pragmatism is the aspect where the researcher only
accepts the information which relevant to the research area with help of analysing multiple
realities of the support action. The current research is based on the research philosophy of
positivism where factual information is provided after the proper observation and an appropriate
measurement of the data collected for the research (Snyder, 2019).
3.2 Research Approach
It is the second layer of onion model of research methodology. It is classified into two
aspects such as deductive and inductive. Deductive is the aspect where the researcher generally
relates this with the scientific investigation. Researcher reads the existing theories and then test
the hypothesis which emerges from those scientific theories. Inductive is the aspect where the
researcher begins with specific measures and observations with tentative hypothesis and general
conclusions and theories based on the research area. Researcher explores then finally develops
and detects the patterns and regularities. The current research is based on the inductive aspect
because investigator has its own data gatherings and it is being analysed with observations and
then being measured for better results and findings (Kumar, 2018).
3.3 Research Strategy
It is the third layer of onion model of research methodology. It is classified into seven
aspects such as experiment, survey, case study, action research, grounded theory, ethnography
and archival research. Experiment is the aspect where the testing and attempting in order to
prove the hypothesis is performed by the way of experimentation. Survey is the aspect where the
collection of the information from the sample is done by gathering the responses from the
individuals to the questions (Nayak and Singh, 2021). Case study is the aspect where it is
considered as the empirical inquiry which researches the phenomenon in its actual time context.
Action research is the aspect where the researcher collaborates the research with action and
proper participation and engagement in the field. Grounded theory is the aspect where researcher
constructs the middle level theories directly from the data analysis. Ethnography is the aspect
where it allows the investigators to examine and explores the cultures and societies in context of
the human experience. Archival research is the aspect where it involves the searching and
extraction of the data and information along with the evidences from the original archives. The
current investigation is based on the surveys research strategy where questionnaire is developed
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with different questions based on research topic and collected the responses for better data
analysis (Pandey and Pandey, 2021).
3.4 Research Choice / Method
It is the fourth layer of onion model of research methodology. It is classified into three
aspects such as mono, mixed and multi methods. Mono is the aspect in which the single method
is used only. Mixed is the aspect in which both methods are used. Multi is the aspect where
according to the research as any methods are used. Research methods consist of two types. These
are qualitative and quantitative methods of research. As qualitative research is that which there is
a use of theoretical knowledge about a particular topic. As it includes open ended questions to
collect the data from respondents. Then quantitative method is used for collecting numerical data
and information through tables and graphs. It includes close ended questions. In this particular
dissertation, the researcher is using both of these methods in collecting data and information
through various sources in the form of mixed method ( Pal, 2021). This is because it provides
accurate and reliable knowledge about a topic.
3.5 Time Horizon
It is the fifth layer of onion model of research methodology. It is classified into two
aspects such as cross sectional and longitudinal. Cross sectional is the aspect where the
researchers observes at point in time and in other words it is the short time period in which the
research is conducted. Longitudinal is the aspect where the researchers observes at multiple time
periods and in other words it is the long time period in which the research is conducted. The
current investigation is based on the cross sectional time horizon which means that the entire
research to completed in the short span of time that is in the limited time period (Novikov and
Novikov, 2019).
3.6 Techniques and Procedures / Data collection method
It is the sixth layer of onion model of research methodology. The data collection method
that is being used in this research is primary and secondary data collection method. Researcher is
using primary data sources through tables an graphs and there is questionnaire which consist of
frequency and charts. On the other hand, secondary data sources is collected through literature
review that is through books and journals. As primary data analyses helps in collection better
results as compared to secondary information because they include practical knowledge about a
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topic and thus brings accurate and reliable information. On the other hand, secondary
information is less costly then primary source (Bairagi and Munot, 2019).
3.7 Sampling
Sampling in this particular research, the researcher is using probabilistic sampling
method in order to select a sample. In probabilistic sampling, random sampling is used for
selecting a sample so that there could not be any of the biasses among respondents. The selected
samples are 50 respondents, who are the employees of The Work organisation.
3.8 Research ethics
Research ethics which could be followed by researcher in this dissertation is that he
should keep the information secure and should to disclosed to any third person (Pocinho, Vieira,
and Nechita, 2021). Then results and data collected by researcher should be revealed. The
another ethics should be follow that researcher should respect each and every response. There
could not be any biasses in collecting of data and information. By this researcher will provides
true and accurate knowledge about a topic.
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