Analyzing E-Marketing's Role in Boosting Sales within UK Retail Sector

This report explores the role of e-marketing in increasing sales within the UK retail sector. It begins with an introduction that outlines the background, aims, and objectives of the project, along with key research questions and a problem statement. The literature review analyzes the advantages and disadvantages of e-marketing, including its cost-effectiveness, time efficiency, and environmental friendliness, while also addressing issues such as email deliverability and customer targeting. The report highlights how e-marketing enhances business visibility, customer connectivity, and competitive positioning, emphasizing its importance for research and development. The conclusion summarizes the significance of e-marketing in the retail business, particularly its impact on online sales and customer adaptation to new technologies. Desklib provides students access to this report along with a wealth of study resources, including past papers and solved assignments.

Role of E-Marketing

Table of Contents
PROGRESS REPORT.....................................................................................................................3
LO1 Analyses and critically assessing the literature in a specific business of E-Marketing .....3
LO2 Formulating the research objective of E-Marketing...........................................................3
LO3 Conclusion which has been addressed by the research objectives ....................................3
LO4 Competencies in independent learning...............................................................................3
LO5 Competencies in communication skills..............................................................................4
INTRODUCTION...........................................................................................................................5
1.1 Background:..........................................................................................................................5
1.2 Aim and Objective of Project:...............................................................................................5
1.3 Research Questions:..............................................................................................................5
1.4 Problem Statement:...............................................................................................................6
LITERATURE REVIEW................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

PROGRESS REPORT
LO1 Analyse and critically assessing the literature in a specific business of E-Marketing
The topic related to E-marketing in increased sales has been critically analysed with
proper literature review from authentic sources such as different research papers, books and
journals. E- marketing is very essential in the present scenario as it is and medium to be a
competitive advantage in the market because it frames pre qualified sales lead and the inbound
website traffic gives data which is very valuable and target market provides the chance for
gathering email addresses for generating more database (Communication skills, 2018).
LO2 Formulating the research objective of E-Marketing
The research project has specifies various objectives such as :
 To increase the role of E-Marketing in UK retail sector.
 To increase the revenue through E-marketing in UK retail sector.
 To generate more sales and presence of E-Marketing with respect to retail sector.
LO3 Conclusion which has been addressed by the research objectives
According to E turban and et.al, 2018 in the research paper of marketing and advertising
in E-commerce has given significance of E-Marketing in increasing sales of UK in retail sector.
While marketing on internet, many constraints can be broken or overcome with the perspective
of distance. It will be creating ability for convenience reach and products can be sold in any part
of the country without setting any infrastructure or physical outlet. It will help in widening the
target market. There will be fewer costs through internet if its promotion has been performed via
internet instead of physical outlet. According to this researcher, internet helps in creating ability
for personalizing the offer to any consumer for building the best profile of buying history and
any preferences. E-Marketing helps in creating relationships with every customer and helps in
increasing the customer retention level.
LO4 Competencies in independent learning
Independent learning is a competitive structure elements which is once associated with
the elements of parent which are deleted permanently. Independent learning or self directed
learning have many competencies such as pro active learners who initiate to learn more than
compare to passive learners. It is determined as natural approach to adult learning which has
been given as the nature of psychological development of adults. There is presence of essential
component in modern society as lifelong learning (Independent learning, 2018).

LO5 Competencies in communication skills
To understand the kind of communication skill and all related competencies is a very
essential skill for both business owners and managers as well. The essential competency is verbal
communication, non verbal communication, written communication and especially the style of
communication with competency. Any individual might be very skilled as verbal but is weak in
written skills. So there is requirement of time for developing all the three skills at one point.
Some communications are very inspirational and even upbeat but on contrary side it might be
more quiet. The communication style should match the information tone which has been
imparted (Bryant, P. et-al. 2015).

INTRODUCTION
1.1 Background:
E-Marketing also referred to as web marketing or internet marketing is a process which
mainly uses electronic communication technologies including the Internet, mobile phones and
digital televisions to accomplish marketing objectives. The basics of marketing remain the same
which is creating a strategy to deliver the right messages to the right people. E-marketing also
helps to interact with their customers to solve their issues and complaints regarding their
products and services. There is a huge advantage of e-marketing in today's world, for example
 It helps to provide 24 hours and 7 days “24/7” service to its users, which can be
beneficial for the customers as they are getting services continuously.
 E-marketing is not based on geographic location which means that it can help the
customers to purchase products from the vendor who is living in another country. This
helps to overcome issues like long distance purchasing.
 It helps to know the behavior of the customers, like what they exactly want can be
estimated. This means increasing the purchase rate by offering the right products to the
right buyer.
 E-marketing helps to promote organization's products and services in different social
media such as, Facebook or Twitter as it is widely used by the customers.
1.2 Aim and Objective of Project:
Aim : The aim of the project is to analyze the “Role of E-marketing” in the increased
sales of the company.
Objective : The objective of the project is to study different aspects of e-marketing which
can be beneficial for the company (Chaffey, D. and Ellis-Chadwick, F. 2016), such as,
 It increases the visibility of your business,
 Helps to connect with the customers,
 Helps to cope up with the competition,
 Good for research and development.
1.3 Research Questions:
Research question which can arise during the project work are as follows,
 How to increase the visibility of the business ?
 How to connect with the customers ?

 How to cope up with the competition ?
 How it is good for research and development ?
1.4 Problem Statement:
The main aim to study the role of e-marketing in the increased sales for the company is to
understand the various factors which helps the company to increase their business in the market
using e-marketing technology. E-marketing is important because it helps build relations with
customers and prospects through regular, low-cost personalized communication, reflecting the
move away from mass marketing. It saves both time and money of the organization (Chong,
W.K., Bian, D. and Zhang, N. 2016).
LITERATURE REVIEW
According to Gerrikagoitia. Et-al. 2015, E-marketing has so many advantages over
traditional marketing. It is convenient and a quick services which is being served to their
customers and fulfilling their needs and requirements. It is a huge advantage as the customer can
order online from their home only which saves a lot of time and energy. In this we can make
more specific customers and get more personalized messages. In this employee responses is very
much good enough. Most people are not known about this marketing. E-marketing has so many
benefits over tradition marketing such as,
 Low Cost : Low cost is required in this because persons are doing the business online
and no need to expense it on the manufacturing and the production. The expense is on
printing is not there nor on offline advertising.
 Less time Consuming : Person can directly send the mail through system only so time
consumption is less rather than offline marketing. In just one click our work is done.
 Environment Friendly : People are doing business using E-marketing, not only in this
business but in every business and we are doing without harming the environment.
 Quick Response : At a time we can check the messages but in other business person has
to wait till the message come to them. In this person can read messages at any time he or
she wants. In other person has no facility of messages until the person comes itself.
 Customer Service : Person can send any type of message to anyone like text, plain,
graphics which the next person requires or the demanded by the next person. The person
requires which we can send.

 Person can share to anyone, the more he shares the more our the marketing is done. The
more reach by the people the more people will get to know about it. The more awareness
about the business reach by the people.
 Any person can measure by its characteristics or using then web analytic software. Any
person can see which is most effective by testing different copy or subject lines. From
this only person can see about the future campaigns.
 Person can easily get the messages and the links send by the other person and open the
form that to see that message. From this person can share the information which is
relevant.
 It can reach the large audience because it is online and nowadays people are more
internet friendly. In the small places also we are getting the users of the internet.
As per the view of Habibi, F. et-al. 2015 with advantages e-marketing comes with some
disadvantages as well. These factors include,
 Emails which are not delivered are not designed properly. These emails which have
certain words that are to be filtered out by the software. If the email address are wrong,
then mails are not delivered properly.
 Issues of the size of files, files which has too many images and the contents takes time to
download whereas the files which are small and has appropriate content are easily
downloaded.
 Person must ensure that he has the right kind of designs, right copy, marketing list.
 Person has to send right email to the right person if not then our email is deleted by the
person and can block us. If emails are not reaching to the targeted customer, then it can
irritate the others
According to Kumar, S. and Sharma, R.R., 2015, e-marketing helps in the business to increase
their brand in the market and gain popularity among the customers. There are the top 5 reasons
why internet marketing is important for your business.
 To increases the visibility of your business : E-marketing helps to increase the visibility
of their customers. Internet marketing is beneficial for all the types of businesses. This
will allow expanding visibility to a larger population. As internet has made a tremendous
change in the life style of the people.

 To connect with the customers : E-marketing helps to connect with their customers
more than compared ti traditional marketing. In this system we can manage to serve the
customers according to their preferences and requirements by providing them more
option to choose from.
 To cope up with the competition : From this type of marketing we can easily cope up
with our competitors by enhancing our promotional activities on social media and giving
then some exclusive offers and discounts on the product and services. It is very important
for the business to maintain the competition in all respective fields, such as, small, local
and large online retailers and businesses. This can be made possible only when the
businesses make proper use of the internet marketing platform which can help them to
enhance their business (Strauss, J. and Frost, R. 2014).
 Good for research and development :It is a good platform to do research and
development process for the organization. We can research good keywords which suits
your business. We can check the whole data online can compare the overall growth of the
organization.
Sheikh, A.A., Shahzad, A. and Ishaq, A.K., 2017, stated that e-marketing has a great impact on
retail business after online business. According to him this business has huge impact on the retail
and it creates regular innovation in this. E-commerce is the marketing tool which presents the
products and services online to the favored person. It is the turning point for the retailers to make
some changes in them. From when the online store are opened the sales of the offline store
means the retailers are the urge of the extent. Earlier the people went to the retail only but from
when the online store are there, they gain nothing. People preferably are adapting the new
technology and making regular use if it. In online stores the delivery facility is available whereas
in retail there is no such facility. Any person can see the varieties all around and can choose from
them but in the retail there are the limited items and person has to choose from them only.
Retailers should adapt some technological changes to increase their sales.
CONCLUSION
From the above project, it can be concluded that e-marketing plays a huge role in
increasing the sales of the organization. It helps the organization to build a trust among their
customers. It has many advantages such as, consumes less time of the customers, provides so
many options to shop for. It also helps to five their service 24x7 hours which makes there

customers comfortable to purchase their services. The marketer can use the email address
services to provide customers with information regarding their purchased products such as
information about the product, available coupons on their products and services, special
discounts and introducing new products, etc. Apart from this email addresses services, they can
also use social media for consistent interaction with customers as it very popular now-a-days.
E-marketing should be opted by the organization as will help them to generate good
revenue and increase their profitability ratio. There are many important reason to choose e-
marketing over traditional marketing such as, it will provide instant transaction service which
means transactions is very easy and nearly instant in online platform. Its very convenient to use
regardless of the age factors, for example even children can use online shopping very effectively.
E-marketing helps to give us plenty of opportunities, but it also forces us to be flexible and adapt
to changing market demands. The number of people who favor this form of company promotion
is growing dynamically, not only because of the relatively lower costs than traditional
advertising, but also because of the high efficiency and the ability to accurately measure the
effects and return on investment.

REFERENCES
Books and Journals
Bryant, P. et-al. 2015. Clover Care: Website and E-Marketing Development.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Chong, W.K., Bian, D. and Zhang, N., 2016. E-marketing services and e-marketing
performance: the roles of innovation, knowledge complexity and environmental turbulence
in influencing the relationship. Journal of Marketing Management, 32(1-2), pp.149-178.
Gerrikagoitia. Et-al. 2015. New trends of Intelligent E-Marketing based on Web Mining for e-
shops. Procedia-Social and Behavioral Sciences, 175, pp.75-83.
Habibi, F. et-al. 2015. E-marketing orientation and social media implementation in B2B
marketing. European Business Review, 27(6), pp.638-655.
Kumar, S. and Sharma, R.R., 2015. A Structural Equation Model of Factors Influencing the
Perceptions toward the Ethical Issue of Privacy in E-Marketing. IIMS Journal of
Management Science, 6(3), pp.278-292.
Sheikh, A.A., Shahzad, A. and Ishaq, A.K., 2017. The Growth of E-Marketing in Business-to-
Business Industry and its Effect on the Performance of Businesses in Pakistan: Marketing
Success. International and Multidisciplinary Journal of Social Sciences, 6(2), pp.178-214.
Štefko, R., Fedorko, R. and Bačík, R., 2015. The Role of E-marketing Tools in Constructing the
Image of a Higher Education Institution. Procedia-Social and Behavioral Sciences, 175,
pp.431-438.
Strauss, J. and Frost, R., 2014. E-marketing (internat. ed.): Boston.
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Communication skills. 2018. [Online]. Available through
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