Research Report: Digital Technologies and Incite Marketing Planning

This research project examines the profound impact of digital technologies on Incite Marketing Planning, a strategic research consultancy. The report begins with an introduction, outlining the significance of digital tools like social media and mobile applications in fostering customer relationships and driving business growth. A comprehensive literature review explores the concepts of social media and mobile applications, their influence on business growth, and their role in building global customer relationships. The research methodology is detailed, followed by data collection and interpretation. The study focuses on Incite Marketing Planning, analyzing how the company leverages digital technologies to enhance its operations and customer engagement. The research addresses the effectiveness of mobile applications and social media, providing insights into the strategies employed by Incite Marketing Planning. The project concludes with recommendations, a reflection on the research process, and overall conclusions, offering a valuable perspective on the integration of digital technologies in modern marketing practices, as available on Desklib.

Research Project

Table of Contents
TITLE .............................................................................................................................................1
Introduction .....................................................................................................................................1
Literature Review.............................................................................................................................6
Research Methodology ...................................................................................................................9
Data Collection & Interpretation ..................................................................................................12
Recommendation ........................................................................................................................24
Reflection ......................................................................................................................................25
Conclusion ....................................................................................................................................26
REFERENCES..............................................................................................................................28
.......................................................................................................................................................29
.......................................................................................................................................................29
APPENDIX ...................................................................................................................................30
Research Proposal Form................................................................................................................32
Research Ethics approval form......................................................................................................34

TITLE
“The implications of digital technologies on Incite Marketing Planning”
CHAPTER 1: INTRODUCTION
Overview of the Research
In this modern business scenario advance technologies has a great influence in all
elements of being and the worldwide economy under currently undergoing significant
transformation. Advance digital tools and technologies has a huge impact on the overall
industries that exist in the economy, while large as well as small business and endeavour proceed
to experience appreciable transformation that are effective for the growth and development of the
business at global level (Benitez-Amado and Walczuch, 2012). The appropriate usage of digital
technologies like, cloud computing, social media, mobile applications, artificial intelligence etc.
are revolutionizing the norms and policies of an organisational concern, resulting in cognition
changes of enterprises. Growth and success of Contemporary businesses are not efficiently
accomplish-able without help of Digital tools or technology, which is having a vast influence on
the operations of Small and Medium Sized Enterprises and it is claimed to be important for the
survival and growth of economies in general. Social media and mobile applications are
considered as the most essential tool which plays an effective role in building good relationship
with customers at global level. Now a day's organisations are widely concern on connecting with
people at global level in respect to building good relationship with their potential customers for
the purpose of attaining long term benefits. Incite Marketing Planning is the chosen organisation
for this particular project, it is a strategic research consultancy firm, which is widely concern on
developing their business operations at global level. The present report will cover the research
issue through conducting an appropriate analysis by creating appropriate aims and objectives.
Background of the Research
In today's scenario, the basic aim of large and small organisational concern is to grow in
terms of market size and assets. Growth and development is the key consideration for a business
and organisation are majorly focused on enhancing their global operations through implementing
good and effective relationship with customers (Chen and Tsou, 2012). Incite Marketing
Planning is a strategic research consultancy, unearthing and interpreting insights regarding
brands which help an organisation to think more effectively and design a clear plan to proper
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execution of organisational operations. The company was established in the year of 2000 with
the possible attempt of Elaine Kent-Smith. The headquarter of the firm is in London, with the
different branches in New-York, San Francisco, Shanghai and Singapore. The company is
widely concern on using Digital technologies in respect to maximising their operations within
the commercial centre. Social media and mobile technology is considered as the best suitable toll
for Incite Marketing Planning in respect to building global relationship with customers.
Significance of the Research
The present exploration work is supported on the analysis of effectiveness of ambulatory
tool and social media in construction of good relation ship with buyers at large scale. The
potential purpose of this particular research is to enhance the knowledge base of people who
have an adequate knowledge about using digital technologies along with their benefits for the
growth of business (Fawcett and et. al., 2011). The specified area is also effective in provide a
wide area of knowledge in the area of social media and mobile applications, this study provides a
clear description in regards to the effectiveness of these technologies for the growth of business.
Rational of the Research
The research into consideration is based on the analysis of the effectiveness of mobile
applications and social media in building relationship with customers for the growth of Incite
Marketing Planning at global level. This is a wide area of research that provides a clear vision to
the learner to enhance their knowledge base in the area of using social media tools in the growth
and development of organisational operations. The specified domain of exploration work helps
an individual in heighten their cognition base in the specified area of study, which assist them in
endeavouring their future projects in potential manner. Due to high competition within the
market it is essential for organisation to develop good relationship with customers t large level
with the use of media tools and technologies, thus this create value in attainment of higher
competitive edge within commercial centre. The wide area of knowledge helps the researcher in
conducting their future projects in effective manner.
Research Aim
"To access the effectiveness of mobile applications and social media in building
relationship with customers for the growth of Incite Marketing Planning at global level".
Research Objectives
The significant research objectives are described as below:
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 To understand the concept of social media and mobile applications in the context of
business.
 To determine the influence of using social media tools and mobile technologies for the
growth of Incite Marketing Planning.
 To analyse the use of social media and mobile technology in building global relationship
with customers for Incite Marketing Planning. To evaluate different measures that are used by Incite Marketing Planning for developing
their business operations at global level.
Research Questions
The potential research questions are associated as below:
 What is the concept of social media and mobile applications in the context of Incite
Marketing Planning?
 What is the influence of using social media tools and mobile technologies for the growth
of business?
 What is the use of social media and mobile technology in building global relationship
with customers for Incite Marketing Planning? What different measures are used by Incite Marketing Planning for developing their
business operations at global level?
Time Scale
A Gantt Chart is considered as a type of bar chart that illustrates a project schedule in
systematic manner. Gantt Chart is a project specification in which all research activities are
framed as per the priority of research project. In this a specific time frame is prepared in which
all research activities are covered with proper time duration. Gantt Chart basically shows the
dependency interconnection among the current schedule status. A Gantt chart provides a
graphical illustration of a schedule which helps to plan, coordinate, and track specific tasks in a
project. A research project is based on various activities that plays effective role in completion of
the research project in appropriate manner.
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CHAPTER 2: LITERATURE REVIEW
The concept of social media and mobile applications in the context of business
According to “James Gurd”, 2018, Social media strategy is specifically defined as how
the organization uses different social media apps so as to communicate aims, supporting
platforms and the tools it use to achieve its target. In addition to this it plays an important role in
growing business rapidly. When the business try to expand its market share by giving through
social media touch via using Facebook, Instagram and many others so as to generate more
business revenue by attracting large number of customers on a higher level. Thus, it helps in
making digital marketing easier. Whereas mobile marketing is also a multi channel and digital
marketing strategy through which the Incite company tries to reach target audience on their
tablets, smartphones and other mobile devices via using different websites, emails, SMS and
social media apps (Ganguli and Roy, 2011). As mobile is disrupting the way individuals engage
with the brands. Everything which is done through desktop computer are being easily done
through mobile applications right from opening an email to visiting the different websites.
Therefore it can be concluded that the concept of social media and mobile application has lead
the business toward the successful growth as in modern era majority of the people are connected
via different social media and mobile apps through which they make purchase of different
products and services. Thus, it result in saving of time for both the customers and the supplier as
well as helps in increasing the profitability ratio of an organization.
The influence of using social media tools and mobile technologies for the growth of business
According to “David Wicks”, 2015, creating and developing a websites is crucial role
which every organization discover so as to influence large number of buyers towards their
products and services. In addition to this, company can expand its market share through
outreaching social media platforms. Like through Twitter, Facebook and Instagram are the
essential and most developed social media tools which majority of the people uses it so its the
best techniques that the company can make use of so as to create awareness and to influence
more number of customers. Incite company is the one which uses social media technology in
order to make consumer aware about the goods and services available in the marketplace. It is
being used by the Incite organization so as to interact with target market, to get immediate
response from customers, to give stiff competition by adopting digital marketing strategies as
well as as it helps in effective marketing and saves time and cost as well of the company. In
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addition to this as in modern era mostly people are connected to different mobile application like
face book, twitter and and many more, so taking this fact into consideration Incite organization
is advertise its products through different social media through which individuals are connected
(Ifinedo, 2011). Thus, it will helps in attracting more number of buyers towards their products
and services. Therefore it result in enhancing the productivity and profitability of an organization
which indirectly result in achieving successful growth of the company in the marketplace.
Uses of social media and mobile technology in building global relationship with customers for
Incite Marketing Planning
According to “Christina Newberry”, 2018, Social media and mobile technology both
plays an important role in the overall development of an organization, as it is being found that
the majority of the people in all over the world are connected through mobile application like
Facebook, twitter and Instagram. In addition to this, such social media application has proved to
be advantageous for Incite Marketing planning too. As it is the best techniques to build long
term relationship with large number of customers. Moreover it is also proven to be useful when
the company wants to manufacture and want to advertise its products and services all over the
world. Furthermore people all over the world are most connected and communicate with each
other via different social media application like Facebook, Instagram etc. So, it is the most
suitable techniques that the Incite marketing planning organization can use so as to advertise and
market products at a global level (Inauen and Schenker-Wicki, 2011). Thus, it will also helps in
getting instant feedback and responses of the customers towards their products and services,
which would prove be the best for the organization. As through instant feedback organization
can get to known their strength and weakness of their product and if there take place any
weakness then the company an overcome its so as to satisfy and retain customers for long period
of time. Therefore it can be concluded that social media and mobile technology helps in building
global relationship with customers and helps in achieving maximum output for the organization.
Different measures used by Incite Marketing Planning for developing their business
operations at global level
According to “Michael Evans”, 2015, Growing global is defined as the worldwide
development and movement of financial, economical and communication integration. In order to
develop business at a global level, Incite marketing consultancy firm uses different measures like
through Social media like Facebook, Instagram, Twitter, Mobile applications via using websites
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etc. Through adopting such measures, an organisation can able to reach to maximum number of
targeted people as nowsdays people are more active on such platforms. It makes easy for
company to influence their buying behaviour through advertising their services. As Incite
marketing planning limited is a research consultancy firm which carry out many services like
marketing planning, brand planning, market landscaping, innovation strategy, segmentation and
many more. So in order to carry out all this services company use several measures like on of
them is by target customers this company render suggestion to the other firm regarding different
techniques company can operate so as to market product in the marketplace (IşıK, Jones and
Sidorova, 2013). Moreover vis using this techniques company can also get to known about the
target customers needs and preference and accordingly can make strategies so as to develop and
to achieve target aims and objectives of an organization. Most important of all is that to achieve
business operation at a global level Incite marketing planning develop their business plan so as to
operate and expand business domestically and internationally like taking into consideration the
potential market, source and customers, by initializing financing streams and by anticipating
revenues. Thus proper business plan helps in achieving the successful growth in the global
market.
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CHAPTER 3: RESEARCH METHODOLOGY
Type of investigation
An exploration work is defined as the systematized research and study of substantial and
informant so as to set up facts and to reach towards new cogitate. In addition to this it can be
defined as as a systematic gathering of data so as to analyse advancement of knowledge in any
specific area (Lee, Kelley, Lee and Lee, 2012). There are different types of investigation
techniques like qualitative, quantitative, applied and empirical research. So in this assignment
qualitative research technique is being adopted so as to draw a effective and efficient outcomes.
In addition to this it can be said that research methods are applied so as to examine the covariants
by applying effective calculations and communication in respect to implement the activities in
systematic direction.
Research philosophy
Research philosophy is defined as the technique or the way different types of data are
being gathered and interpreted so as to result better and accurate outcome. In addition to this it
can be defined as the summary of research experience and research interest including present,
past and future endeavour. The term Epistemology as conflict to doxology include the various
philosophies of research approach. In the present research, intrepretivism philosophy will be
used so that the information collected related with the topic of research will be clearly interpreted
which can be easily under-stable by others.
Research design
An exploration design is defined as a systematic approach so as to execute scientific
study. In addition to this, it can be defined as the overall synchronization of identified
components so as to result plausible outcomes. Moreover it is also referred to as the blue print of
measurement and it is used by the researcher so as to gain valid outcome in an effective and
efficient manner. Additionally it consist of various execution of methodologies which are
collected and analysed through various sources (Lin and Lu, 2011). Moreover it is important for
the researcher to discovery out the Investigation issue within the time frame so as to complete the
actions on time. By using various research design like descriptive, exploratory and experimental
researcher create efficient programme so as to attain better outcome. In the present research,
descriptive design will be used by the investigator in respect to described all the information
collected related with the topic of research in briefly manner.
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Research approaches
Research approach is referred to as plan and the process adopted to carry out research in
the marketplace. It consist of various philosophical assumptions so as to carry out research in an
accurate manner in the right path. It is carried out taking into consideration interaction of
methods, design and philosophy. As with the help of this researcher will be able to gather data,
analyse and interpret it in order to get valid conclusion. Therefore all this helps in taking
decision as well as to gain sustainability in the marketplace (Makkonen and et. al., 2014). There
are basically four types of research approach deductive, qualitative, quantitative and inductive
approach. In this assignment the investigator has taken into consideration qualitative research
approach. In addition to this it is very essential for the researcher to conduct inductive research
so as to draw desired outcomes.
Data sampling
Data sampling is characterized as an appropriate statistical analysis tool which is applied
to chose, manipulate and to make an analysis in order to represent subset of data points which is
selected from the larger data. In addition to this, element of sample space is known as sample
point. It is represented in subset of manageable size. Moreover data sampling is categorized into
two types of methods probabilistic and non probabilistic sampling method. Probability sampling
methods include area where research is carried out. Whereas non probabilistic sampling method
refers to the voluntary response. In the present research, non-probabilistic sampling method will
be used by the researcher which facilitate them in selecting limited people instead of whole
population as sample size of population
Data collection
Data collection is defined as the systematic collection of data on targeted variables in a
systematic manner so as to draw valid and accurate answer of specific questions. There are
various method of collecting data like through survey, questionnaire via using information
written record, capture and by logging. In the present exploration work 30 respondent is being
designated so as to create valid an appropriate result in an effective manner (Mills and Smith,
2011). Main aim of the researcher is to focus on the consumer requirements and preferences and
chose them to fulfilling up their requirements. Specifically two types of method is being used by
the researcher namely primary and secondary data collection method so as to get target and best
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