Determining the Impact of Digital Technology on SME Business Activity

This research project investigates the impact of digital technology, particularly social media, on the business activities of Small and Medium Enterprises (SMEs), using Dixon Schwabl as a case study. The project begins with an introduction outlining the research's overview, background, significance, aims, objectives, and research questions, followed by a Gantt chart for project management. Chapter 2 presents a literature review, focusing on the impact of technology on profitability and productivity, the range of technologies employed, and the performance of an organization before and after social media implementation. The methodology section details the type of investigation, research philosophy, design, and approach, along with data sampling, collection, and ethical considerations. The study aims to determine the impact of technology on profit and productivity, identify organizational performance improvements after implementing social media, and assess the range of technologies used. The research examines the benefits and drawbacks of digital technology adoption, emphasizing improved productivity, growth, and communication, while also considering the challenges of heavy reliance, potential downtime, and the need for continuous upgrades.

RESEARCH PROJECT

Table of Contents
CHAPTER 1:- INTRODUCTION...................................................................................................1
1.1 Overview of research .......................................................................................................1
1.2 Background of research ...................................................................................................1
1.3 Significance of the research..............................................................................................2
1.4 Research Aim ..................................................................................................................2
1.5 Research Objective...........................................................................................................2
1.6 Research Questions..........................................................................................................3
1.7 Gantt chart........................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
To determine the impact of technology (social media) on profit and productivity of the
company.................................................................................................................................4
Determination of Range of technology which is employed...................................................6
RESEARCH METHODLOGY.......................................................................................................7
Type of investigation..............................................................................................................7
Research Philosophy..............................................................................................................8
Research design......................................................................................................................8
Research approach..................................................................................................................8
Data sampling.........................................................................................................................8
Data collection........................................................................................................................8
Ethical consideration..............................................................................................................9
DATA ANALYSIS..........................................................................................................................9
CONCLUSION..............................................................................................................................21
RESEARCH ETHICS ...................................................................................................................21
RECOMMENDATION.................................................................................................................21
REFELECTION.............................................................................................................................22
REFERENCES..............................................................................................................................24

TITLE:- “ To determine the impact of digital technology on business activity of SME”. A case
study on Dixon Schwabl.
CHAPTER 1:- INTRODUCTION
1.1 Overview of research
In the market there is a huge competition and for such companies do make better strategy
and decision which can make them to fight in market and covert organisation to perform in
effective way. Research is something which can help in collecting and gathering information and
data, accurate facts and figures help company to produce the better policy and procedure and
such thing can make them to earn higher profits as well. The main motto of this research is too
collect accurate data related to digital technology and its impact on the business activity in
effective manner as well (Jagongo and Kinyua, 2011). The reason being technology have
emerged to be one of much talked about segment in small enterprise. Digital tools and
technology has proved to be boon and bane for organisation therefore before opting for digital
measures it is crucial to identify whether it will be a right measure for an organisation or not. The
level of convenience and efficiency which has been provided by technology makes it worth
adopting. On the other hand, reliance and short term approach makes it questionable. The
revolution which has been brought by technology makes it essential for businesses to venture
into the same. The enterprise which has been chosen for this research is Dixon schwable. It is an
advertising, PR and digital media organisation agency specialises for developing marketing
services and campaign. The changes in efficiency and productivity are determined when opting
for popular digital measures (Burns, 2016).
1.2 Background of research
The present market have made it necessary to venture into digital platforms if business
are to be sustained in operating market. Therefore it has become obligatory for organisation to
opt digital technology so that needs and demands of clients could be fulfilled. Dixon is a small
scale enterprise which means that it carries a niche clientèle whose advertising and marketing
needs are fulfilled by this company (Mbogo, 2010). This agency is recently awarded as one of
the top 100 privately held fastest growing enterprises in Roachester. This enterprise is formed in
1987 and have tried to reform manner in which communication takes place between
organisations and its prospects. The services are catered to approximately 200 countries. This
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organisation is known to help other organisation to succeed and achieve their goals. This
research will identify the implication of adopting of new measures of technology considering this
enterprise.
1.3 Significance of the research
The major significance of research is that it assists in overcoming planning and
operational issues which are encountered by an organisation. This particular research focuses on
changes which digital technology can integrate in performance of an organisation. The effect of
profitability and productivity of the company is determined at the end of this report (Alshamaila,
Papagiannidis and Li, 2013). The major challenges to which a business is exposed to can be
countered with digital technology or not. The causes which are to be identified relating to
stagnant performance could be transformed by providing training to employees so that such
situation can be dealt. Research helps in identifying various aspects through which problems
arise in business are resolved.
1.4 Research Aim
The aim of research is considered to be most critical part. The aims of research defined
what a scholar wishes to achieve with the help of this dissertation. The aim of this research is to
identify changes in performance on a small enterprise prior to adapting digital technology. The
aim of this research is “ To determine the impact of digital technology especially social media on
business activity of SME”. A case study on Dixon Schwabl.
1.5 Research Objective
Research objectives are identified to be purpose for which research has been conducted.
The scholar aims to identify answer to these objectives which are taken before research. The
major aim behind establishing of objectives is to determine possibility of conducting a study in
the market (Urquía Grande, Pérez Estébanez and Muñoz Colomina, 2011). The formulation of
research helps in staying in touch with the topic and not deviating during course of the study.
Objectives of research:
 To determine the impact of technology (Social media) on profit and productivity of
company.
 To identify performance of organisation after implementing social media in better
manner.
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 To determine the range of technology on the operation of firm.
1.6 Research Questions
These tend to be problems and issues which are encountered by business and have not
been resolved. The objectives which have been formed during the study can be answered with
the help of research questions. Major questions which are to be answered during the study are as
follows:
 What is the impact of technology (social media) on profit and productivity of the
company?
 How well is business performing after adopting social media?
 What is range of technology which is adopted by company and its impact upon
operation?
1.7 Gantt chart
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CHAPTER 2: LITERATURE REVIEW
To determine the impact of technology (social media) on profit and productivity of the company
According to the views of Minghetti, (2010) it is analysed that digital technologies are
beneficial for firms as it results in implementing technologies according to new and advanced
methods and this is an important factor which results in growth and development of firms. If the
customers are satisfied then it results in enhancing overall profitability of firms so firms can
easily expand their business operations all around the globe. If new technologies are
implemented then it results in overall growth and development of economy, there will be
employment opportunities for the people of the economy so they can increasing their living
standards and fulfil the basic necessities of their life.
.Performance of an organization prior implementation of Social media
It an be said that Social media is a crucial component in a modern business. The
employment of digital measures assure that better productivity and profitability could be
achieved. The small business houses can be benefited from implementation of Social media in a
suitable manner (San Martín, López-Catalán and Ramón-Jerónimo, 2012). The marketing
campaigns which are designed for organisation tend to influence productivity and creativity
which leads to attaining positive results. The strategy such as social media, public relations,
email blasts and videos tend to employed concerning suitability so the business could be able to
uplifts its performance.
Generally it is not easy for organisation to invest in Social media due to availability of
lesser resource and risk and efforts which are required for the same. Prior to implementation of
Social media there can be certain change in the performance through numerous manner which
are as follows:
Improved Productivity: Productivity can be defined as measurement of efficiency of
different resources employed which assist in converting inputs to outputs. The another major
alteration which can be seen prior to implementation of Social media is that there is a rise in
productivity of an organisation. It counters boundation of being present in the same location as
others. The task which were initially taking weeks can now be completed in within a day due to
inculcation of Social media in operations (Hashim, 2015). The adoption of digital Social media
defines manner in which tasks can be carried out in a smarter but not harder. The use of
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teleconference enhances decision making capability of business by facilitating convenient
interaction.
Growth: It has been identified that small enterprises in Europe are increasingly adopting
to Social media due to their impact on growth which is to be attained by the company. The major
trend which has been emphasized is use of cloud computing which has speed up process digital
revolution for small enterprises. The major benefits which are availed through this approach is
attaining cost-efficiency and enhanced reach in the market. It has been identified through a
survey by BCG team and have ascertained that those small and medium enterprises which have
adopted Social media has been able to achieve approximately 15% higher revenue when
compared with their rivals (Omar and et. al 2010).
Communication: It defines interaction between two parties. It defines platform on which
tow people can speak with each other. The digital media have altered the manner in which
business people communicate to each other. It is not only confined to communication between
organisational resources but can also facilitate ideal interaction with prospect of the organisation.
The tools which are mostly emphasized in this approach are emails and social media platforms.
Communication carries a direct positive impact on the performance of an organisation.
The tool of communication helps in designation clear authorities and responsibilities which are
further fulfilled by employees in the ideal manner (Taneja and Toombs, 2014). When there are
clearly defined roles it leads to lesser confusion and conflicts which further leads to attaining
improved level of performance in the market.
Heavy reliance on Social media: including Social media in business is defined to be an
right approach as it carries positive impact upon productivity and profitability of an organisation.
But the other side to it is that dependence on these tools tend to become higher. There has been
circumstances in which whole information goes down, under such situation it can lead to non-
productivity. The instances which are beyond control of the business tend to negatively affect
business organisation. This feature also takes a toll on personal abilities of an individual as well.
The skill of conversation might improve over digital platforms but when it comes to face-to-face
conversation they might be failing (Quinton, 2013).
Need to upgrade: There is an continuous need to upgrade technologies so that level of
productivity and performance can be sustained. The feature and tools are to be upgraded results
in additional expenditure for an organisation (El-Gohary, 2010). For an small enterprise it is
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comparatively difficult to bear the burden of upgrading Social media in a frequent manner due to
lesser availability of financial resources. It also creates a distraction for the business organisation
which is received at a cost of letting go other crucial activities.
Upon comparison of the major benefits and drawbacks of employing Social media it can
be said that inculcation of Social media carries more of benefits at lesser costs to pay. The
organisation, Dixon Schwabl have beautifully opted for digital measures which assists in
carrying out their operations in improved manner. There is an rise in innovation and creativity in
an organisation which leads to improved performance by this enterprise. The rise in mobility and
interaction assures that task and activities relating to marketing or public relation could be
carried out in efficient manner.
Determination of Range of technology which is employed
There is an presence of wide range of technologies which are to be evaluated carefully so
that most suitable technology could be identified and employed. Technology in business
organisation provides numerous ways through which productivity, better product and services
and assessment of market can be availed in an effective manner (Awa, Ojiabo and Emecheta,
2015). There are numerous tools such as analytics, automation, optimisation and marketing tools
which are utilised by marketing enterprise to ensure that better market position could be availed.
Before selecting the right digital tool it is essential to consider needs and expectation of
the organisation from technology up-gradation. Then present tools should be evaluated against
requirement of business and its chosen strategy so that right marketing technology is adopted.
Here listing some of technologies which has been adopted by this enterprise such as:
Analytics: The tool of analytics which has been emphasized by this marketing enterprise.
This tool helps in tracking performance of technologies, channels and ads in an efficient manner.
The advertising and marketing tactics which are carried out by this enterprise on the behalf of
consumers can be tracked and information is collected. The information which has been obtained
can help in deciding factors and areas which are fulfilling their objective and which are not. For
an small enterprise Google analytics is the best choice as it is free. The research on small and
medium enterprises identified that over 80% of SME's take help from this marketing tool
(Cavalcante, Kesting and Ulhøi, 2011).
Conversion Optimisation: it is an approach which leads to influencing and engaging
target audience. This is a practice which aims to lure people to read the content provided and
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drop their personal information for further communication. It has been identified that
approximately 3% of people who visit the website are known to leaver their information.
However prior to employment of conversion optimisation the rates have been doubled up. The
presence of information such as E-mail address helps in convenient and effective communication
to target audience about products and offering relating to client's enterprise (Heeks, 2010). The
major tools which have been taken into consideration are Landing page grader and Unbounce.
These are platforms which helps in creating A/B test landing pages.
Email: it is an essential tool when it comes to digital marketing. It is essential to ask for
permission of concerned before actually forwarding promotional emails and messages. Prior
availing information they are not to be spammed but only supplied with tailor-made marketing
messages so that they can be provided with something of their interest. It is known to be a
powerful when deployed by organisation looking to promote their products and services to the
target segment (Bayo-Moriones , Billón and Lera-López, 2013). The major tools which are
generally taken help from are Mail-chimp and contact constant.
Marketing Automation: This is a contemporary marketing tool which takes into
consideration all the tools and factors such as analytics, online forms and content market and
lead scoring. It consist of a software which is present with goals of marketing automation
actions. The tasks which are repetitive in nature such as email, social media and actions relating
to web portal are fulfilled by this software in an much easier manner. The reason for which it has
been popularised is that technology is constituted as crucial source which led to rise of
performance of an organisation. It assure that automated alters are sent to people and informing
them regarding schemes and messages. The tools of marketing automation are best suited for
organisation which are carrying functions at small scale. Marketing automation programs for
small enterprises are Hubspot and InfusionSoft.
RESEARCH METHODLOGY
Type of investigation
It is important method of research through which researcher can easily gather relavant
data and information towards the specific areas and topic. The main type of investigator are
descriptive, applied, qualitative, quantitative, emprical and many more. All these are important
for carry out the research activities. In this researcher use qualitative research method to attain
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positive outcomes. With the help of this, investigator can easily gather relavant data and
information.
Research Philosophy
It is also play an important role in analysing as well as conducting research activities in
systematic manner. Mainly it is focus on what is true that deals with the source and nature of
knowledge. Mainly, it is classified as ontology, epistemology and axiology. All these are
important to gather relavant data and information.
Research design
It is also an important part of research which help researcher at the time of implementing
research activities in appropriate time frame. Mainly it includes various research design such as
exploratory, descriptive and experimental. All these are appropriate for collecting relavant data
and information. For this research, investigator select descriptive design to gain positive
outcomes.
Research approach
It is an effectie proces to carry out the research in systamatic way. It includes inductive
and deductive approach. Both are appropriate for gathering relavant data and information. With
the assistance of this investigator can easilt take right decision and also improve the chances of
attaining positive outcomes. For carry out this research, investigator use inductive approach to
gather relavant data. By this investigator can easily draw a valid conclusion.
Data sampling
Data sampling is an important part of the research in which investigator of the research
select sample size from original population with the aim of collecting relevant data and
information. It include two type of methods like probabilistic or non probabilistic. Both are more
effective for investigator to collect relevant data and information towards the specific area. For
this researcher use purposive sampling method through which investigator can easily accomplish
positive outcomes in effective manner. By using this, research select 30 respondents to collect
appropriate information.
Data collection
It is an effective process of gathering as well as collecting data in systamatic way to draw
a valid conclusion. Mainly, collection of data is done from tconducting survey, network and
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many more. By this, investigator ask various question to respondents towards the research
objectives. In addition of this, it includes two type of data such as primary and secondary data
collection. Both are appropriate for collecting data and also used by the investigator to carry out
the research activities.
Ethical consideration
It is one of the important part of research methodology in which investigator include all
sthe necessary rules and regulation as per the research activities. In this context, the ethical
behaviour is play as a vital rolr in building mutual trust among all the person who includes in
research project. Along with this, researcher is also responsible for emsuring that all the personal
data and information of customers should be confiodential. It help in improving the overall
perfomamnce of the rsearch and its activities as well.
DATA ANALYSIS
In this part of research project learner is going to analyse the views or opinions of distinct
individuals for supporting organization while making final decision (Baines, Lightfoot and
Smart, 2011). Thus, company needs to select sample size of 30 for determining their views in
order to modified their current products, strategies, policies and various other things whatever
customers wanted to change in an association. However, main reason behind implementing this
is to make corrective judgement by considering necessary facts or figures. Hence, random
sampling is used by organization for executing all the activities in much better way.
In addition of this, researcher gather data by preparing questionnaire in which
investigation completed by asking various question from selected respondents. This will helps in
attaining positive outcomes towards the specific topic and area as well. In this context the
alternative method of carry out the research is interview through which various question are ask
by the respondents to gather their views and opinion. With the help of this, researcher can easily
take right and effective decision.
Questionnaire
Name:--------------------------------------------------------------------------------------------------
Age:------------------------------------------------------------------------------------------------------
Gender:-------------------------------------------------------------------------------------------------
Q.1. Digitalization is appropriate technique for success of an organization or not?
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