Online Marketing's Effect on Sales and Profitability: Research

This research paper examines the impact of online marketing on sales and profitability within organizations, using Net-a-Porter as a case study. The introduction highlights the significance of online marketing, emphasizing its role in promoting products, influencing consumer behavior, and improving business performance in the digital age. The literature review explores the concept and significance of online marketing, including effective tools and techniques, and its effects on profits and sales. The methodology section outlines the research approach, philosophy, data collection methods, sampling, and data analysis techniques used. The data analysis chapter presents the findings through thematic analysis, aiming to answer the research questions and objectives. The study concludes with recommendations for enhancing sales and profits through effective online marketing strategies, emphasizing the importance of adapting to digital advancements and leveraging social media platforms. The paper covers various aspects of online marketing, from the use of social media to the impact of internet marketing on consumer behavior and brand image, providing a comprehensive overview of the topic and its implications for businesses.

Research Paper
To assess the impact of online marketing on sales
and profitability of organization

Table of Contents
CHAPTER 1- INTRODUCTION....................................................................................................1
CHAPTER 2- LITERATURE REVIEW.........................................................................................1
2.0 Introduction...........................................................................................................................1
2.1 Concept and significance of online marketing......................................................................1
2.2 Effective tools and techniques of online marketing..............................................................4
2.3 Effect of online marketing on profits and sales....................................................................6
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................9
Introduction ................................................................................................................................9
Research approach .....................................................................................................................9
Research philosophy ................................................................................................................10
Data collection methods ...........................................................................................................10
Sampling ..................................................................................................................................11
Data analysis.............................................................................................................................12
CHAPTER 4 DATA ANALYSIS.................................................................................................15
4.1 Introduction.........................................................................................................................15
4.2 Thematic analysis................................................................................................................15
CONCLUSION AND RECOMMENDATION.............................................................................28
CONCLUSION.........................................................................................................................28
RECOMMENDATIONS..........................................................................................................29
REFERENCES..............................................................................................................................32
APPENDIXES...............................................................................................................................35

CHAPTER 1- INTRODUCTION
Online marketing is considered as the tool that which is used for promoting the products
or services using internet. It involves wide range of marketing elements as compared to
traditional marketing and thus because of such extra channels it helps firm to improve its
marketing activities over internet (Islam, 2016). Also, it is one of the growing method and thus
promote the products and influences customers to purchase the same. Now-a-days each and
every businesses are using online marketing as it helps in improving the sales and profitability of
firm. Marketing is one of the main factor that aids in attaining growth and success of business.
Main purpose of using such activity results into promoting the goods and enhancing the sales and
profitability. Also, it is the best way through which large number of customers could be attracted
and gaining best results (Mathur and Mathur, 2016). Companies aim to use internet marketing in
relation to market their products or services and using social media promotion such as mobile
messaging, Google, YouTube, Facebook and Twitter etc. All such method are considered as
effective and thus helps consumers to gain significant information about company and its
products or services so that sales and profitability could be improved.
Internet marketing is also stated as one the fastest growing form of communication within
firm. It also helps in developing communication channel to both volume and amount of users so t
hat they can be influenced towards firm. As more number of customers are using online sources
and investing their time in such activity therefore, it is essential for firm to use online sources for
promoting their products or services (Levin, 2016). Traditional marketing methods requires large
number of investment in the form of human, finance and other sources. While modern marketing
methods such as online marketing is one of the cost effective method that helps firm in saving
time and money. It can be assessed that more than 40% of population in the world is using online
sources in order to stay connected with each other. Hence, it is one of the best way for firm to
promote their products or services and thus enhance the brand image of firm in market (Hurwitz,
Montague and Wartella, 2016).
In the current era of digitalization, businesses aims to use internet marketing tool as the
major platform for marketing products or services and thus improve the business performance so
that success can be attained. However, it is also essential for organization to adopt effective
internet marketing techniques and thus results in performing desired actions so that best results
can be attained (Badiru and Afolabi, 2016). Also, it is crucial for enterprise to undertake
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effective methods in terms of improving the business profitability so that market share of firm
can be improved. Businesses focus upon adopting internet marketing techniques and thus
promotes the company's products or services so that desired results can be attained. Online
marketing is also termed as internet marketing and thus firm uses such method in regard to
influence large number of customers towards business (Hale, 2016). However, there are different
brands which are using internet marketing tool in regard to attract potential customer base and
thus promote their products on internet so that best results can be attained. Through promoting
the products online, it creates tough competition so that large number of customers could be
attracted towards firm. Internet medium is one of the best way through which communication
could be developed and thus luxury brands could be promoted to attract potential customers and
thus enhance the sales and profitability of firm in market (Chen, Yueh and Liang, 2016).
Now-a-days businesses are using internet marketing and thus investing large amount in
such sources in order to promote the same so that best results can be attained. In the 21 st century,
businesses focuses upon using internet sources for promotion of products or services to attract
target market customers (Nayyar, 2017). Companies operating in worldwide area, aims to use
online marketing method as it is considered as one of the best and thus influence consumers
around the globe. It helps in informing clients regarding the products or services and thus
provide them the best information and knowledge so that large number of buyers could be
attracted towards firm. Main advantage of online marketing is that helps in influencing
consumers towards business and thus carry out effective marketing strategies so that set results
can be attained. However, businesses uses such type of marketing technique in regard to promote
the goods or services towards target market and thus raise the performance in order to attain
desired aims and objectives (Roy, Datta and Basu, 2016). Each and every consumer uses online
method to promote its products or services and thus build competitive advantage towards rivals.
It is the modern way of promoting products or services and thus company uses such
method in order to influence customers towards firm and therefore uses effective digital method
of promotion so that sales and profit margin can be enhanced. It also helps in driving customer
satisfaction level and therefore, raises the performance and market share of firm. Further, it also
influences the buying behaviour of customers and therefore, promoting products through online
channels raises the profit and sales margin (Tripathi, 2016).
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Further, advancement in technology helps in raising the growth aspects of firm and thus
bring change within business in terms of selling consumer related products. Such type of change
was effectively driven through using the social media network channels and thus use different
promotion channel such as Facebook, Twitter and YouTube etc. With the help of using such
promotional tool it is considered as the best way in terms of raising the performance and thus
enhance more number of consumers within firm. Social network is one of the best technique that
helps in promoting the products or services upon internet and thus influence consumers towards
business so that sales can be raised (Islam, 2016). However, using such marketing strategies
results in performing the best operations of firm and therefore, influences firm towards target
market.
However, within fashion industry using modern marketing tool is effective and thus it is
essential for them to improve performance and sales in market. Therefore, it is considered as
effective in terms of creating impact upon internet and saves lot of time and cost in regard to
influence large number of buyers (Mathur and Mathur, 2016). Internet marketing also aims to
maintain effective relationship within consumers and sellers and thus it helps firm to identify the
needs and wants of customers and then sell the products accordingly. However, firm before
selling goods online need to conduct proper ethical code of conduct so that they can improve the
performance of firm and thus raise the marketing activities so that desired results can be attained.
Online marketing uses several channels for promotion such as Facebook, Twitter and YouTube
which influences buyers towards firm and thus attain desired results in the form of high sales and
profitability (Levin, 2016).
Also, it is essential for firm to maintain effective relationship with consumers and thus
build effective strategy so that best results can be attained. However, using marketing strategy
aims to improve relationship with buyers and thus results into improving firm's performance and
thus results into creating effective promotional tools therefore, attracting large number of buyers
towards firm (Hurwitz, Montague and Wartella, 2016). Marketers aims to use online marketing
strategy and thus results into promoting the products or services so that satisfaction can be
attained. Social media promotion is considered as the best and thus results in carrying out
effective services so that best results can be attained. Further, carrying out effective marketing
activities results in promoting the firm towards consumers and assess the impact of online
marketing is that it helps firm to raise the sales and profitability in market. Moreover, it is also
3

essential for business to enhance its marketing activities and thus raise the performance of firm
in market in terms of raising the market share and profitability (Badiru and Afolabi, 2016).
Online marketing is one of the main factor that results into raising the business performance in
an effective way and thus raise the performance so that desired results can be attained. Carrying
out effective marketing strategy results into performing the desired actions and thus aims to
perform the business operations efficiently so that success can be attained within firm (Hale,
2016).
Aim:
“To assess the impact of online marketing on sales and profitability of organization”- A
study on Net-a-Porter.
Objectives
 To examine the concept and significance of online marketing in present scenario
 To identify effective tools and technique of online marketing used by Net-a-Porter UK
 To determine the effect of online marketing on profits and sales of Net-a-Porter UK
 To recommended ways through which Net-a-Porter UK enhance its sales and profits by
effective online marketing
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CHAPTER 2- LITERATURE REVIEW
2.0 Introduction
In the present chapter it discusses that carrying out literature review helps in assessing the
different theories and concepts so that knowledge regarding particular topic could be enhanced.
Therefore, it is also useful for scholar to review different literature and studies done by authors
upon particular subject matter (Staton, 2016). Thus, it helps in building specific knowledge and
implement different theories and concepts so that study can be carried out effectively.
2.1 Concept and significance of online marketing
In the current era of globalization, internet marketing is considered as one of the effective
technique that helps in marketing the products or services and attract consumers towards firm. It
also helps in satisfying their needs and thus assists in targeting large number of customers at one
time. It is essential for business to market its products or services and attain high success and
growth. According to the view of Nuseir (2016), it involves several factors that results into
growing popularity of internet marketing and thus attracts large number of target market towards
firm. However, online marketing technique has been adopted by both small and big business
houses in order to promote their products or services in market. Thus, online marketing aims to
get faster results and thus move companies forward from using traditional marketing methods.
Through carrying out effective online marketing tools it assists in developing effective
advertisements and promotions that could be accomplished through internet. However, Verma,
Sharma and Sheth (2016), argued that now-a-days internet or online marketing proves to be
beneficial for firm in order to influence buyers towards firm and sell products or services to
satisfy the needs of customers. Further, online marketing proves to be very effective in terms of
making effective decision making so that success can be attained (Kingsnorth, 2016).
Buchanan, Kelly and Yeatman (2017), stated that online marketing is considered as the
effective concept that helps in providing suitable options in regard to carry out effective
marketing activities so that need and want of customers could be fulfilled. Further, modern
marketing methods are considered as crucial as compared to traditional marketing and thus it is
significant for firm to improve business performance. Using internet marketing tools assists in
promoting the products and influence target consumers to purchase the goods. Such means of
marketing is crucial and prove to be beneficial for firm in order to raise sales and profitability in

market. Also, online marketing is done 24 hours and 365 days. However, Juščius, Labanauskaitė
and Baranskaitė (2016), argued that businesses aims to use digital methods of promotion which
helps them to provide detailed information about products or services and thus satisfy the needs
of customers. There are varied number of customers who are using internet or social media tools
in regard to connect with each other and thus, businesses promote their products or services upon
such channel in order to influence customers towards firm. Hence, it assists in enhancing the
sales and profitability of firm in market.
2

As per the view of Srinivasan, Rutz and Pauwels (2016), digital marketing is considered
as one of the most popular method that helps in providing option to firms in regard to market
their products or services and fulfil the demands. Also, marketing the products through internet is
very convenient and helps in raising profitability of firm in market. However, there are certain
issues within online marketing such as some customers believe that it is not good as products are
not available physically. Therefore, they could not rely upon the validity of the product or
service. Therefore, businesses promoting their goods or services over internet aims to undertake
effective validity and reliability aspect so that they can provide crucial information as well as
feasibility of goods so that satisfaction among customers can be attained. It is easy process as
customers are able to easily access to the information regarding products or services whenever
they required (Leventhal and et. al., 2016). Further, it is also beneficial for firm to support
companies and enhance their performance so that issues could be overcome. Management of
firm faces certain issues related to distance factor and therefore, it is significant for firm to
improve its availability in wide area so that satisfaction among customers could be attained.
In the current era, online marketing helps in providing a suitable platform for companies
in regard to promote their products or services and thus reach target population. However,
businesses are also able to sell products and services within different countries without having
any physical presence in particular country. Thus, it is considered as one of the main aspect of
business and helps in enhancing the sales and profitability in market. Strauss (2016), explained
that digital marketing is considered as the platform that integrates consumers experience with the
help of digital channel. Also, it helps in offering the prospect of enhancing and improving the
interactions and relationship with both current and prospective buyers. For instance, using social
networking websites, instant messaging and mobile applications helps businesses to market their
products or services in regard to attain satisfaction. Main benefit of online marketing is to assist
businesses in regard to develop a wide range of customer base and does not rely upon physical
presence of products or services. It also motivates customers in regard to directly interact with
businesses. Online marketing is done 24*7 and thus helps in providing convenience in terms of
both time and place (Hamill, 2016).
According to the view of DEVI (2016), online marketing helps in encouraging customers to use
new channels of communication and thus develop a transparent relationship among consumer and
business. Therefore, it is essential for firm to provide good quality products or services to consumers in
3

order to build strong brand image in market. There are several platforms for promoting products online
such as Google Adwords, Facebook, Twitter and Youtube etc, which offers an effective platform for firm
to promote products or services and thus enhance business performance so that best results can be attained.
It also helps in increasing organization's ranking and thus promote the business upon search engine.
Through evaluating the online marketing platforms it helps in assessing that it helps firm in the form of
saving time and resources so that the available resources could be used effectively (Kingsnorth, 2016).
2.2 Effective tools and techniques of online marketing
In the current era of digitalization, it involves different techniques and tools of online
marketing that needs to be adopted by firm in regard to market their products or services.
However, one of the most crucial tool is social media marketing and thus involves Facebook,
Twitter and Youtube etc, to influence customers towards firm and thus raise the performance of
firm in market. All such tools are considered as effective and thus raises the brand image of
business. As per the view of Staton (2016), online platform is considered as the opportunity to
improve the market and promote their services and products so that large number of clients could
be attracted towards firm. However, there are several firms who have developed their official
Facebook page and Twitter account from where they handle customer responses as well as
promote the products in market. It is the best way through which information related to products
or services could be provided to customers and thus increase their customer base. Also, social
media marketing is considered as the best platform for companies who are aiming to launch any
new products or services. Thus, through such platform they can enhance their sales and
profitability of firm in market (Nuseir, 2016).
Moreover, Verma, Sharma and Sheth (2016), argued that google search is another crucial
tool of internet marketing and thus it helps firm to carry out marketing over internet. Each and
every businesses now focuses upon developing their official website and promote company's
products upon them so that it helps in raising the firm's performance. It is the best place to
display and market the products or services. Also, using search engine optimization tool is
considered as the phenomenon within firm. All such tools and techniques are considered as
effective and thus it helps in improving the financial performance of firm in market. Further, it
can be stated that effective use of search engine optimization results in attracting more traffic
towards particular website (Juščius, Labanauskaitė and Baranskaitė, 2016). Thus, it influences
businesses to use SEO and thus enhance the customer base in regard to offer the best quality
4

products or services to clients. Online store is much more convenient as compared to physical
store and thus raises the performance of firm in market. Hence, it results in enhancing the sales
and profitability of business who are focused upon using internet marketing tools. E-mail
marketing is considered as another crucial tool that helps in promoting the products or services
through e-mail. Thus, sending mails to customers and informing them about new as well as
existing products of firm.
As per the view of Srinivasan, Rutz and Pauwels (2016), retail fashion houses are
flourishing in the country and due to heavy competition in market it is essential for firm to use
effective social media marketing tools in order to influence potential customers towards firm.
Companies aim to use e-mail marketing and consider that it is effective in terms to attract
customers and inform them regarding available offers, discounts and new product launch so that
wide number of customers could be influenced towards firm. It also helps in creating awareness
among individuals and thus results in influencing customers to purchase particular product or
service. Leventhal and et. al., (2016), stated that all the identified tools and techniques results in
influencing large number of customers towards firm and thus raise the performance of firm in
market. It is also significant for enterprise to undertake effective tools and methods in regard to
provide information to consumers and raise their market share. Social media tools are one of the
best advertising media and thus raises the performance of firm in market in regard to promote the
goods so that business performance could be enhanced. It is also essential for consumers to
improve market share and thus improve brand image of firm in market.
Strauss (2016), explained that online marketing is considered as the best method of
promotion and market the products or services through internet. Therefore, it improves the sales
and profitability of firm in market. Hence, using effective online channels assists in improving
the company's productivity and improve the brand image of company. However, digital channels
assists in enhancing the brand image and promote the products within market which is significant
for firm to improve business performance. Also, there are wide variety of products available with
company and therefore, it is crucial for firm to undertake effective promotion of goods through
online medium and thus sales could be increased (Leventhal and et. al., 2016). Hence, it is
crucial for firm to improve the market share and thus satisfaction of customers could be
achieved. It is the best way through which could be launch its new as well as existing products
5

in market and influence large number of customers so that sales and profit margin could be
enhanced.
All the identified tools and techniques results in identifying the expectations of
consumers and thus results in performing best actions so that business success could be attained.
Therefore, it is also essential for business to increase its competition level and promote its
products through digital channels so that wide range of customers could be attracted in regard to
improve firm's performance in market (DEVI, 2016). Using such channels of promotion helps in
satisfying customers needs and thus increase profitability of firm and also improve customer
satisfaction. Thus, using effective tools and techniques of online promotion results in enhancing
brand image and sales of company.
2.3 Effect of online marketing on profits and sales
As per the opinion of (Badiru and Afolabi, 2016), online marketing is considered as the best
process through which firm can raise their sales and profitability in market. Therefore, it is
essential for businesses to promote products or services through such medium and thus raise
profit margin of firm. Digital promotion is considered as the best technique through which
organizations are moving towards raising satisfaction among customers. Now-a-days each and
every individual is using digital channels of communication, therefore, businesses are moving
towards online promotion so that they can influence large number of consumers towards firm. It
is the best way through which profit margin of firm could be raised. Internet is the widely used
technology for delivering information and communication technology in regard to carry out
desired results. Further, using such information and communication technology helps e-
commerce companies to use digital channels for promotion and thus raise the sales and profit
margin of firm in market. In the current era of digitalization (Buchanan, Kelly and Yeatman,
2017), It is crucial for firm to adopt effective ways of promotion and thus carry out its marketing
in terms of profit and sales. Company focus upon different channels of promotion and thus they
uses online marketing as it directly impacts upon the sales and profitability of firm in market.
Chen, Yueh and Liang (2016), stated that impact of online marketing on sales assesses that in
such competitive market, it is essential for firm to lower down its prices which would result into
increasing convenience for customers. However, the online distribution channel is effective and
helps firm to raise their brand image and popularity in market. E-marketing is often used by
individual in regard to carry the company forward and attain desired results. It is essential for
6

management of firm to carry out internet marketing as it impacts upon the performance and
encourages consumers to purchase the goods. However, DEVI, (2016), argued that the impact of
e-marketing upon business performance helps in focusing upon providing better products or
services to customers and thus attain desired results. Therefore, it is crucial for business to
conduct strategic planning and thus motivates workforce in order to establish trust and
confidence. Businesses are using effective technologies that helps firm to improve the business
performance and thus enhance customer satisfaction. Therefore, it is essential for organizations
to perform desired results and thus raise the performance of firm in market. Hence, it is crucial
for firm to improve the marketing techniques and thus directly impact upon the sales and
profitability of firm. Through carrying out effective promotion it assists businesses to achieve
desired results.
Thus, it can be stated that effects of online marketing on sales and profitability is high
and thus carry out bet performance so that success can be attained. Therefore, effects of online
promotion helps in improving the sales and profit margin and thus attain desired results. Internet
marketing is carried out by firm in terms of raising the performance and thus lead firm towards
success. Through improving business sales and profitability it is essential for firm to improve the
marketing strategies and thus lead firm towards success. Hale (2016), stated that carrying out
effective marketing strategies it is significant for businesses to promote their products or services
in market and thus lead firm towards success. Therefore, it is the best way through which
company can improve their sales and profit margin. Hence, it also assists in raising market share
of business and therefore, attain desired results. Main purpose of company is to promote its
products or services in terms of improving the sales and profit margin and thus satisfy the needs
of customers.
Hamill (2016), explained that using different methods of online promotion i.e. Facebook,
Twitter and Youtube etc. which helps in encouraging customers to purchase the goods and thus
enhance the sales and profitability of firm in market. Therefore, it is one of the best way through
which firm can directly reach towards desired goals. E-mail marketing is also one of the best
technique through which firm can promote its products or services in market and thus, it helps
businesses to inform consumers regarding their available products or services so that sales of the
same could be raised. It is one of the effective method which help in carrying out best
performance and promote the products or services through digital channel so that bet
7

performance can be attained. However, ultimately it effects upon the sales and profitability of
firm in market. Through improving the business performance it helps in improving the online
marketing and attain success.
As per the opinion of Hurwitz, Montague and Wartella (2016), effects of online
marketing on sales and profitability of firm in order to improve business performance. Therefore,
it is significant for enterprise to undertake such method of improving performance and thus lead
to raise the productivity of firm in market. Digital marketing is the best way through which
company can make the product available to consumers. Thus, it assists in raising the profit
margin and sales of firm up to a great extent. It is also significant for enterprise to undertake
effective process which assists in identifying the main effects of increasing the sales and
profitability of firm in market. Thus, through such way it is the best method through which
market share of firm is increased in the sales and profitability in market. Hence, above all it can
be assessed that effects of online marketing is considered as the best way in terms of improving
sales and profitability of firm (Hurwitz, Montague and Wartella, 2016).
8

CHAPTER 3 RESEARCH METHODOLOGY
Introduction
Research methodology is regarded as a systematic plan that is useful in conducting the
research study in appropriate manner. It includes several sources for collecting appropriate data
about the subject matter which also enhances research feasibility and validity aspects. The
section is important in meeting the research aim and objectives as several tools and methods are
utilized to carry out the research work (Jackson, 2010). The section is essential in terms of
acquiring answer about the research question. Research methodology is the pathway that gives
specific direction to the study; hence it assists in carrying out the entire work in systematic
manner. The quality of research work could be enhanced through using all such tools in
prominent manner and this can also underpin the value of research work.
Research approach
Research approach is referred as essential dimension for the research study through
which the entire work can be carried out in suitable way. Research approach is segregated into
two techniques such as inductive and deductive. In the present research study, researcher has
used inductive approach because it looks for pattern in the data which also works to explain
those patterns effectively (Johnson and Clark, 2006). This is being selected as researcher moves
from data to theory or from specific to general aspects. Inductive design also begins with
observation; hence large number of hypothesis can be generated through the same. It is also
flexible in nature; therefore it allows the researcher to make several changes in the research
procedure. Since, it is a logical approach; hence it aids the researcher to develop valid conclusion
for the subject matter.
The other category is abductive reasoning which is set to address weaknesses that are
associated with inductive and deductive approaches. It is not utilized in the research work
because it seems to have less clarity regarding selection of theory which is tested through
hypothesis (Jonker and Pennink, 2010). On the other hand, Abductive reasoning overcomes
research weaknesses through adopting pragmatist perspective. Thus, it can be said that it starts
with surprising facts wherein the research procedure is devoted with research explanations.
Further, it is also significant for data collection aspects; thus this changes the success
aspects of the research work. The other category is deductive approach which is concerned with
9

developing a hypothesis as per the existing theoretical aspects (Kimmel, 2009). The approach
means reasoning from the particular to the general and it might also test to see if there exists any
relationship between general circumstances. Deductive approach also begins with an expected
pattern that is being tested against observation; however on the other hand inductive begins with
observation which also seeks to find a pattern within the research variables.
Research philosophy
Research philosophy is useful in amending the scope of the study through which nature
of the research study can be analysed. This is also useful for the purpose of reaching towards the
aim and objectives of the research work (Marlow, 2010). The major categories of research
philosophy are Positivism, Interpretivism, Pragmatism, Ontology, Axiology and Realism.
Ontology is concerned with the nature of reality and along with this, it also develops questions
on research assumptions. Realism is another philosophy that is concerned with scientific enquiry
and wherein reality is regarded as truth which has its own independence.
It is also a scientific approach that is being dependent on degree of knowledge; hence this
typically assists in enhancing the value of data collection. Other category is Pragmatism, the
entire study is based on research question which is also the major dimension that conducts the
research procedure (McBurney and White, 2009). Next is to Positivism which is chiefly
employed by the researcher for the purpose of evaluating social values. This also underpins data
collection as per the research procedure.
In the present research study, researcher has selected Interpretivism philosophy which is
employed in the research study for attaining in-depth information about the subject matter. Small
sample size is required to be selected in the study; therefore Interpretivism is being used. Thus, it
can be said that it is being used because it helps researcher to integrate human interest into a
study. It is also based on critique of positivism in social sciences; therefore it is being considered
similarly (Merriam, 2009). Furthermore selection is also made because it usually focuses on
meaning and it may also employ multiple methods for the purpose of reflecting different aspects
of the issue.
Data collection methods
The most important part of the research work is data collection in which researcher uses
several methods and tools for the purpose of grabbing information about the subject matter.
There are basically two different methods through which data can be collected such as primary
10

and secondary and in the present study, researcher has utilized both the sources (Neergaard and
Ulhoi, 2007). Primary sources have been used so as to collect fresh hand data for the subject
matter and this is also useful in enhancing validity and reliability of the research work. Under
primary research, 20 employees of Net a Porter have been selected and survey has been carried
out to get the responses of participants regarding the subject matter. Primary source is being used
so as to showcase knowledge of people regarding the area of study.
Questionnaire is being given to the employees so as to get their responses about specific
research variables. Open ended as well as close ended both are questions are being developed in
the questionnaire to get in-depth information about the subject area (Singh, 2010). Further,
secondary source is also used in the research study in which books, journals, articles and
research papers are being reviewed. This is essential in terms of enhancing validity and
reliability of the subject matter.
In the present research work, both the techniques have been used prominently so that
researcher could enhance the validity aspect of the subject matter and along with this, this is also
crucial in terms of changing the research prospects (Yin, 2003). Several sources of data analysis
are essential as that not only enhances subjectivity of the research work, but also it aids in
developing valid conclusion.
Sampling
Sampling plays crucial role in the research study because it helps in specifying those
people through which responses can be collected. It is regarded as a method through which
suitable people for the research work can be selected (Zikmund, Babin, Carr, Griffin, 2013).
There are two major techniques through which sample size can be determined such as
Probabilistic sampling and non- probabilistic sampling. Both the techniques further categories in
different sections. The present research study has been using random sampling technique through
which randomly people are selected.
This is useful for the purpose of avoiding biasness and conflicts in the research study.
Sample size for the current research work is 20 employees of Net a Porter. Such sample size is
being selected as researcher has to collect information about internal processes of the company.
20 employees from the company have been selected so as to get diverse responses about research
variables and subject matter. The use of random sampling technique can also aid investigator to
meet the ethical dimensions and equal chances can be given to all the participants respectively.
11

Data analysis
It is the most significant section of dissertation i.e. data analysis in which data is being
collected in order to analyse through using different data analysis techniques. There are two
different types of data analysis techniques i.e. qualitative and quantitative. However, at the time
of carrying out data analysis, scholars are required to carry out information that helps in attaining
desired results (Jackson, 2010). It is the process that helps in deriving suitable outcomes through
carrying out analysis of data. In the present study, it analyses the impact of online marketing on
sales and profitability of firm. It means that the information is available in non numeric form and
thus qualitative technique is being used. Further, different themes are being developed in order to
carry out analysis and thus information is being presented in the form of graphs and pie charts.
Qualitative analysis is being selected which helps in providing insights and understanding the
problem setting. However, it is also unstructured and exploratory research method that helps in
identifying the complex phenomenon which are not possible for obtaining quantitative research.
Hence, qualitative research is being carried out in order to obtain in- depth and thorough analysis
so that best results can be attained. Hence, analysis is being conducted in regard to prepare
charts, tables and diagrams so that best data can be collected.
Research design
There are variety of research design available and thus researcher could be adopt them in
regard to carry out the study in an effective way. Research design involves experimental, case
study, casual, exploratory and descriptive etc. However, it can be expressed that on the basis of
desired objectives and characteristics of research, appropriate research design is being employed
by the scholar (Jonker and Pennink, 2010). In regard to carry out the study it assesses the impact
upon online marketing in sales and profitability of firm it uses descriptive research design that is
being employed by researcher. Main reason behind selecting such method is that it helps in
supporting and describing all potential elements that are linked with current research. However,
it can be assessed that carrying out in-depth analysis and thus consider the information which is
being applying in regard to understand the business concept and thus attain success. Hence, it
can be assessed that descriptive research design is suitable and thus such method helps in
attaining general overview regarding the subject matter and therefore, it helps in improving the
performance of firm. It is the best way through which subject is being observed in regard to
obtain main reason behind development of stress among workers within firm.
12

Ethical consideration
It is essential for scholar to carry out ethical consideration while conducting research.
Through following ethical norms, it helps in completing the study and thus identify the impact of
online marketing upon sales and profitability of firm.
 Prior approval- There are various respondents who may not agree to become the part of
the study, therefore, researcher needs to take prior approval so that they can be involved
within study. However, in regard to this, researcher has obtained permission from
respondents that they will be involved in study to get desired results (Marlow, 2010).
 Confidentiality- It is another ethical consideration which needs to be carried out by
researcher that mean researcher needs to maintain confidentiality that their information
will be kept secret and does not share with anyone. However, respondents ensure that
privacy needs to be maintained regarding the information provided by them.
Restricted access- In order to collect secondary information it is essential for scholar to carry
out different studies and thus information could not be collected through certain websites as they
are not able to access the same. However, they need to undertake permission in order to access to
the websites (McBurney and White, 2009).
Limitation of the study
It is involved within the process of accomplishing the study and thus presents certain
problems before the scholar. Following are the different limitations faced by scholar in regard to
assess the impact of online marketing on sales and profitability of firm such as-
 Prolonged process- It is the long process which is being followed in regard to complete
the whole study. However, it is considered as time consuming process and thus go
through different journals and books. But in the present study needs to be completed in
limited time frame (Merriam, 2009). Hence, it could not be feasible for scholar to explore
different aspects of study in detail. Hence, it limits the information which is referred by
the scholar.
 Insufficient secondary information- However, it requires secondary information for
understanding the subject in detail and thus accomplishing the study. Therefore, if the
information is insufficient than it would affect the data which are not easily available
13

with the researcher. It is because some websites are not able to access and thus
information could not be collected from that.
14

CHAPTER 4 DATA ANALYSIS
4.1 Introduction
This is an important process that enable to make sure that the information that is collected is
proper evaluated. It plays vital role in determining appropriate findings through which research objectives
can be attained. Further, there are various methods for making proper analysis for qualitative data. As per
the current research, management has made use of thematics analysis. Below given are the thematic
applied that has helpful enough to come up with appropriate findings for the research:
4.2 Thematic analysis
This can be stated as one of the best technique that helps to analyse the data related with
qualitative and subjective information which is related with subject. In this context, it includes different
type of graphs, charts and themes that enable to achieve the objective of research.
Theme 1: Online marketing is effective enough to attract customers
Do you think online marketing is effective enough to attract customers? Frequency
Yes 14
No 4
Not sure 2
15
14
4
2
Yes
No
Not sure

Description: As per the analysis made, it has been identified that there are about 14 of the
employees who think that online marketing is highly effective enough to attract customers. Further, there
are 4 of the workers who think that online marketing does not have enough impact over the attracting
customers. In addition to this, there are 2 of the employees who are not sure of it. In accordance with the
findings, it can be determined as that more than half of employees think that my developing marketing
presence is helpful to make customers understand about the products and services that are delivered by the
organization. However, there are issues in which management does not make use of effective strategies
with the help of which strong customers can be developed for the services and products that is provided to
customers by cited firm.
Theme 2: Online marketing is effective enough to develop strong relationship with customers
Is online marketing effective enough to develop strong relationship with
customers?
Frequency
Yes 13
No 5
Not sure 2
16
13
5
2
Yes
No
Not sure

Description: In accordance with the findings, it has being identified that as per the perception of
13 of the employees, online marketing is effective enough to develop strong relationship with customers.
Further, there are 5 of the workers who think that it does not have enough impact. Moreover, there are 2 of
the employees who are not sure whether online presence does have any type of impact or not. Strong
relationship is developed when there is online marketing done by the organization. As per the case, Net-a-
Porter has strong presence online and they are able to develop healthy relationship with their customers.
This is helpful to know the issues that are faced by customers. Accordingly, changes can be made with the
help of which changes can be made in the products and services that are delivered by the company.
Further, it also helps to develop positive perception within the mind of customers.
Theme 3 : One of the most effective search engine
According to you, which one is most effective search engine? Frequency
Google 12
Yahoo 4
MNS search 2
Inktomi 2
17
12 4
2
2
Google
Yahoo
MNS search
Inktomi

Description: As per the analysis, it has been identified that out of 20 persons, 12 person
believes that the Google is the most effective search engine. 4 person thinks that the Yahoo is the
better search engine. 2 person thinks that the MNS is more effective while the remaining 2
believes that the Inktomi is more effective. As more than half people believes that Google is the
most effective search engine. I am also agree with majority of people that google is the best
engine to search anything. Google gives the better result than any other engine within no time.
As many of the people trusts google, so now they have to improve their quality to the next level
and maintains their credibility. They should take feedbacks from their users to make their
interface more user friendly so more and more users attracts towards them.
Theme 4 : Online marketing increases the sales and profitability of the organization
Do you think online marketing increases the sales and
profitability of the organization?
Frequency
Yes 14
No 2
Not sure 4
18
14
2
4
Yes
No
Not sure

Description: In accordance with the findings, it has been identified that out of the group of 20
people, 14 of the employees thinks that online marketing increases the sales and profitability of the
organization. Further, there are 2 employees who thinks that online marketing does not take part in the
profits and sales of the company. Moreover, there are 4 employees who are not sure whether online
marketing increases the sales and profits of the company or not. As more than half of the employees
believes that profitability and sales increases due to online marketing. Nowadays, promoting your brand
online is the best way of marketing as it is a less expensive and highly effective. Online marketing have
various advantages over offline marketing. One can easily bring his brand to the target audiences and
easily attract any individual towards them.
Theme 5: The best tool for online marketing
What is the best tool for online marketing? Frequency
Email marketing 5
Social media 7
Search engine optimization 5
Visual content tool 3
19
Email marketing
Social media
Search engine optimization
Visual content tool
0
1
2
3
4
5
6
7
8
5
7
5
3 Frequency

Description: From the findings, it has been determined that the firm there are different type of
tools that are available and are being used by organization in order to conduct online marketing. It can be
stated that about 5 of the workers think that email marketing is a source that is helpful to make the
organization deliver information about the products and services. Further, there are 5 of employees who
think that search engine optimization is the best tool that can be used as online marketing. Moreover, there
are 3 of the workers who think that visual content tool is effective. Lastly, there are 7 that is maximum
among 20 employees think that social media can be determined as the best tool through which marketing
can be done online. It is helpful to have direct interaction with customers and also provides the opportunity
to know the issues or problems that are faced by service users.
Theme: 6: Social site that is most effective for online marketing
In social media which social site is most effective for online
marketing?
Frequency
Facebook 11
Twitter 4
YouTube 5
20
11
4
5
Facebook
Twitter
YouTube

Description: From the questionnaire filled by up by the employees within Net-a-Porter, it can be
stated that more than half of the employees think that Facebook is one of the effective social media that is
effective site that helps to market the services and products that are provided by the firm. This is because,
it helps to have direct interaction with customers. Further, it also helps to know perception of people
towards the services that is delivered by the organization. There are 4 of the employees who think that
Twitter is effective and there are 5 of the workers, as per their perception, YouTube is effective enough to
make the organization to market their services and products with the help of social media. However, as per
the final findings, it can be stated that majority of employees think that Facebook is effective when
compared with any other social site.
Theme 7: Through online marketing, Net-a-Porter is able to convey about the type of services and
products that is delivered to customers
Through online marketing do you think that Net-a-Porter is able to convey
about the type of services and products that is delivered to customers?
Frequency
Yes 13
No 5
Not sure 2
21

Description: From the above conducted findings, it can be stated that there are about more than
half of the workers who think that the products and services that are delivered by the organization is
effective enough to make sure that firm is able deliver all type of information about the products and
services. However, there are about 5 of the workers who think that adequate information us not being
provided customers. Further, there are 2 of the employees who are not sure. In this context, it can be stated
that online marketing is an effective platform in which organization like Net-a-Porter get the opportunity
to provide information about the changes that take place in the services or products and the type of issues
that are faced by the organization.
Theme 8: The main benefits of online marketing for Net-a-Porter
What are the main benefits of online marketing for Net-a-Porter? Frequency
Accessible to customers or clients 6
Generate new customers 4
It is less expensive 5
All of the above 5
22
13
5
2
Yes
No
Not sure

Description: According to the findings, it can be stated that there are about 6 of the employees
who think that with the help of online marketing for Net-a-Porter it is accessible to customers or clients. In
other words, there are 6 of the employees who think that online marketing helps to have close or direct
interaction with customers. Further, there are 4 of the employees who think that online marketing
generates new customers. Moreover, about 5 of the workers think that benefits to cited firm is that online
marketing is less expensive when compared with other marketing sources. In addition to this, it has been
determined as that there are 5 of the employees who think that all the above given points are benefit for the
organization and for its growth.
Theme 9: Online marketing enables to develop brand impact of Net-a-Porter
Do you think online marketing enables to develop brand impact of
Net-a-Porter?
Frequency
Yes 14
No 5
Not sure 1
23
Accessible to customers or clients
Generate new customers
It is less expensive
All of the above
0
1
2
3
4
5
6
7
6
4
5 5
Frequency

Description: From the findings, it can be stated that through online marketing, it is helpful enough
to make sure that brand image is raised. Organization gets highly benefited when there is improvement in
brand image. In this context, there are many companies that deliver their customers with similar products
and services. Customers prefer to make use of services for which they have developed brand image. In
case Net-a-Porter does not have positive image, then customers will not prefer to make use of the services
that are delivered by cited firm. Further, there are 5 of the employees who think that brand image does not
have any impact over the firm. Moreover, out of 20 there are 2 of the workers who are not sure whether
online marketing improve brand image of the organization. However, from overall findings, it can be
stated that brand image is improved.
Theme 10: Blog are determined important for online marketing
Why is blog determined as important for online marketing? Frequency
Increases credibility 9
Provides fresh and keyword-rich content for search engines 6
It gives information about company 5
24
14
5
1
Yes
No
Not sure

Description: In accordance with the findings, it can be stated that there are about 9 for the
employees who think that when blogs are used in online marketing, then it is helpful enough to raise
credibility. Further, there are 6 of the workers who think that blogs enable to provide fresh and keyword-
rich content for search engines. Lastly, there are about 5 of the workers who think that blogs are helpful
enough to provide information to customers about the products and services that are delivered by the
organization. However, overall findings state that online marketing is helpful to increase the credibility.
Further, it also beneficial as is helps to raise the understanding about the customers for the services and
products that are delivered by the organization.
Theme 11: YouTube plays an important role in marketing
Do you think YouTube plays an important role in marketing? Frequency
Yes 16
No 3
Not sure 1
25
9
6
5
Increases credibility
Provides fresh and
keyword-rich content for
search engines
It gives information about
company

Description: As per the analysis, it has been identified that out of the group of 20 people, 16 of
the employees thinks that the YouTube plays an important role in the online marketing. Further,
3 of the employees believes that it does not play any significant role in advertisement while the
remaining one employee is not sure about the theme i.e. YouTube plays an important role in
marketing or not. As more than half of the employees agrees that it plays a vital role in the field
of online marketing. By using YouTube one can easily promote their brand in much more
effective manner by visualization. One can make visual or graphical videos to promote their
brand and attracts more and more customers. It is one of the most effective way of promotion as
visual things can easily change your thinking.
Theme 12: Some common mistakes made by an organization in social media marketing
What are some common mistakes made by an organization in
social media marketing ?
Frequency
Inconsistency in posting 12
Not responding when consumers reach out 5
26
16
3
1
Yes
No
Not sure

Both 3
Description: In accordance with the findings, it has been identified that out of the group of 20
people, 12 of the employees thinks that inconsistency is one of the major mistake made by an
organization in social media marketing. Further, 5 employees believes that not responding when
customers asks some queries to the organization is one of the main mistakes done by any
company in online marketing. Moreover, 3 of the employees thinkings that both of the above
points i.e. inconsistency in posting and not responding when consumers reach out are the
common mistakes which are made by any organization in social media marketing. As more than
half of the employees believes that inconsistency of posting is the major mistake done by any
firm in online marketing.
Theme 13: Online marketing is better than offline marketing
According to you what is the reason that online marketing is
better than offline marketing ?
Frequency
Closeness of target audience 8
27
Inconsistency in posting
Not responding when consumers reach out
Both
0
2
4
6
8
10
12
14
12
5
3
Frequency

Less expensive 6
More effective statistics 6
Description: According to the above analysis, it has been identified that out the group of 20 people, 8 of
the employees thinks that the reason behind the betterment of online marketing over offline marketing is
that it bring the targeted audiences closer. Further, 6 of the employees thinks that online marketing is better
because it is less expensive than offline marketing. Moreover, 6 of the employees believes that it brings
more effective statistics than any other source of marketing. As majority believes that the closeness of the
target audience is the major reason for superior of online marketing whereas equal number of employees
thinks that online marketing gives more effective statistics and less expensive. By using online marketing
we can easily bring our brand to the consumers which are far away from us.
28
8
6
6
Closeness of target
audience
Less expensive
More effective statistics

CONCLUSION AND RECOMMENDATION
CONCLUSION
The filed of marketing and advertisements has been immense. No longer business are
bound by the traditional marketing techniques. Online marketing is considered as the effective
tool for promotion of entity's services and enhancing sales of Net-a-Porter. From the above
report it is concluded that it is concluded that they are many customers who prefers to buy
products online. Online marketing assist to individual gets aware about products and services of
entity. It's also provide wide range of products to its customers and increases availability of
services. Online marketing is considered as time and cost effective medium for customers.
For promoting firm's services through online marketing there are various types of search engine
are available such as Google, Yahoo and M&S. All these search engine helps to company for
promoting its products and services in effective manner. Net-a-Porter use Google for online
marketing. Google is considered as the best search engine for online marketing. There are several
reasons that Goggle is leading search engine. It has large numbers of users across global level. It
assists company for promoting its products at international level and widely uses by internet
users. It also provides innovative web based services which enhances sales of firm and provide
detail information about the Net-a-Porter. Through this tool Net-a-Porter is also made healthy
interaction with its customers and make them aware about enterprises services. It provides
instant search features and save time of individuals. By using Google as online marketing tool
firm is able to promoted its product and services to worldwide. Online marketing is also assisted
to Net-a-Porter for increases sales of its products. Profitability of entity is also increases and they
are able to gain more international customers. Online marketing assist to individuals for making
instant interaction with customers. Every year internet users are rapidly increases so number of
customers are also increases. By increases in sales of Net-a-Porter's products they identify new
business opportunities and targeted new customers with more effectively. With the help of online
marketing entity can offers its product and services without geographical limitation and assess in
depth knowledge about its customers. Through online marketing sales and profitability both
increases. Online marketing provide chances to company for making and developing interacting
with its customers. Online presence of firm make aware to company about customers needs and
requirements. It is the effective tools for attracting more customers in business. For developing
29

interaction with its customer there are several ways which is used by the organization such as
social media, search engines and YouTube. For making interaction with customers social media
it is very effective tool because it has large numbers of internet users. With the help of social
media organization's are able to assess all information about their customers and also assess their
requirements. Through social media the entity able to receives feedback from its customers and
make further improvements in its products and services. The company can use Facebook for
online marking and posts their product's images and video on it. It is effective strategy which is
used by Net-a-Porter for attracting more customers and generating more revenue from its
operations.
Interaction with consumers also assist firm for making require modifications in its business
strategy. YouTube is also effective tool for online marketing. Entity is using this tool for making
promotional video of its products.
RECOMMENDATIONS
Online marketing which is also called as internet marketing is tool or strategy which is
used by company for promotions of its products or services. It is also assisted to business firm
for generating revenue and attracting more customers in business. There are several ways to
improve online marketing which can used by Net-a-Porter. For Attracting more customers in
business online marketing is considered the most effective tool. It is assist to company for
gaining more customers and increases it markets share. There are different way to improve
online marketing such as design websites, develop effective social media platform and schedule
email marketing etc. Some of them are discussed below.
Get social
For improving online marketing Net-a-Porter should get social with different types of
social media websites. The greatest advantages of using social media is that had large numbers
of customers and company can make interaction with more young people. Which assist to them
for enhancing their sales and adding more customers in business. There are different types of
social media which can be used by entity such as Twitter, Facebook, Instagram etc. this provide
direct way of communicated with consumers and it is the way to reach maximum customers.
This provide opportunities to company for receiving direct feedback from its customers.
E mail marketing
30

E mail is a great pathway to communicated with customers and also inexpensive
marketing tactics which is can be used by Net-a-Porter for improving its online marketing.
Entity should use this approach for making informed their customers. It's also assist to company
for targeting its customers and make ware to consumers about entity products. Through this
approach entity make their customers more loyal and assist to them for provide useful
information regrading firm's activities. It is quick way to increase sales of company and reach to
maximum customers. For using Email marketing effective entity should focus on the words and
put them in subject line.
Update websites content
Update websites content is assist to company for making their internet marketing strategy
more effective. Net-a-Porter should to update its content regularly. Newer content is always
more relevant and interesting to consumers base and drive more traffic organically. The entity
can add blog to its websites and provide valuable information to its customers regrading fashion
industry and its latest update. Content should be simple and generate more useful information to
its customers. Net-a-Porter should add includes About US section that highlighting entity's
brand, goals and missions. Relevant content also make consumers aware about organization's
services and its products.
Optimize your websites
It can be done through with a numbers of ways. Optimize means to make websites appeal
more on search engines so that business can become more searchable. Therefore, optimizing
entity's websites is very extremely important for enhancing sales and improving internet
marketing strategy. For optimizing websites Net-a-Porter should use keyword placement with
website content. The firm should use those word which are searched more on search engines.
Business firm should use relevant content of its websites. The best places to put keywords in
heading, subheads, in the body copy and in the place like meta description. Another strategy
which can be used Net-a-Porter is build up backlinks which assist to enterprise for improving its
ranking on search engines.
Measure results
The best way to improve internet marketing is test and tract progress of online strategy.
Net-a-Porter should make compete survey on different types of online platform such as Facebook, Twitter
etc. and evaluate which gives them better conversions rate. Firm should make experiment with different
31

types of topics and content on its websites and try to send different types of offers in e mail. Net-a-Porter
should track it's all changes and measures its progress and find the methods which work for its business
specifically.
32

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35

APPENDIXES
Questionnaire:
1. Name: ___________
2. Age: _______
3. Gender: ____________
4. Do you think online marketing is effective enough to attract customers?
 Yes
 No
 Not sure
5. Is online marketing effective enough to develop strong relationship with customers?
 Yes
 No
 Not sure
6. According to you, which one is most effective search engine?
 Google
 Yahoo
 MNS search
 Inktomi
7. Do you think online marketing increases the sales and profitability of the organization?
 Yes
 No
 Not sure
8. What is the best tool for online marketing?
 Email marketing
 Social media
 Search engine optimization
 Visual content tool
9. In social media which social site is most effective for online marketing?
 Facebook
 Twitter
 YouTube
36

10. Through online marketing do you think that Net-a-Porter is able to convey about the type of services
and products that is delivered to customers?
 Yes
 No
 Not sure
11.What are the main benefits of online marketing for Net-a-Porter?
 Accessible to customers or clients
 Generate new customers
 It is less expensive
 All of the above
12. Do you think online marketing enables to develop brand impact of Net-a-Porter?
 Yes
 No
 Not sure
13. Why is blog determined as important for online marketing?
 Increases credibility
 Provides fresh and keyword-rich content for search engines
 It gives information about company
14. Do you think YouTube plays an important role in marketing?
 Yes
 no
 Not sure
15. What are some common mistakes made by an organization in social media marketing ?
 Inconsistency in posting
 not responding when consumers reach out
 Both
16. According to you what is the reason that online marketing is better than offline marketing ?
 Closeness of target audience
 Less expensive
 More effective statistics
37