Analyzing Internet Advertising's Role in HSBC's Performance in the UK

This report investigates the role of internet advertising in enhancing the overall performance of organizations within the UK banking sector, focusing on HSBC. It examines the concept and popularity of internet advertising in the UK banking sector, its importance in improving HSBC's performance, and the various channels HSBC uses to promote its products and services. The research employs a positivism research philosophy and utilizes the AIDA model to understand customer behavior. The report also explores the use of social media, email marketing, and other online channels. Ultimately, the study highlights the significance of internet advertising in achieving business goals and enhancing productivity in the digital age. Desklib provides access to this and many other solved assignments to help students with their studies.

Research Plan

Table of Contents
Introduction......................................................................................................................................3
Research Background..........................................................................................................3
Problem statement................................................................................................................3
Aim and objectives...............................................................................................................3
Literature Review.............................................................................................................................6
Methodology....................................................................................................................................7
3.1 Research Philosophy......................................................................................................7
3.2 Research Approach........................................................................................................7
3.3 Research design..............................................................................................................8
3.4 Data Collection................................................................................................................8
3.5 Sampling Technique.......................................................................................................8
3.6 Data Analysis..................................................................................................................8
3.7 Timeline...........................................................................................................................9
3.8 Ethical Consideration...................................................................................................10
References......................................................................................................................................12

Introduction
Research Background
Internet marketing is claimed to be the most important component in how buyers choose to
acquire things, and it also has a less expensive approach than old and traditional methods. As a
result, businesses are embracing digital transformation in order to complete a variety of
activities. As a result, the organisation will be able to attract more prospects, and employees will
have more opportunity to grow. This chapter will cover the idea of online advertising and how it
may help you improve your performance.
Problem statement
According to the scenario, the problem that has been highlighted in the research is to increase the
company's performance via internet advertising. As a result, the term "digital technology" is
gaining in popularity and changing at a quick pace, which is directly tied to a company's
performance in the banking sector. The corporation will be able to establish new online
platforms with the help of digitalisation, which will be accessible to a large number of people all
over the world. It can be observed that if online advertising is not employed correctly, there is a
risk of several issues for the organisation in terms of running their business smoothly. Such
issues will result in lower sales, revenue, and a lack of a loyal consumer base. As a result, the
right use of online advertising benefits companies in the banking sector in order to attract more
clients with the main goal of reaching out to the worldwide market in a proactive manner. This
will also benefit the organisation in terms of gaining a better understanding of their customers'
wants and needs in order to make their product and service more effective in pleasing them.
Aim and objectives
Aim
“To identify the role of internet advertising in enhancing the overall performance of an
organization within the banking sector of UK”. A study on HSBC
Objectives
 To study the concept of internet advertising and its popularity within the UK banking sector.
 To examine the role and importance of internet advertising in improving the overall
performance of HSBC.

 To identify the different channels of internet advertising that HSBC use for promoting
products and services in the market.
Research Questions
 What is the concept of internet advertising and its popularity within the UK banking sector?
 What is the role and importance of internet advertising in improving the overall performance
of HSBC?
 What are the different channels of internet advertising that HSBC use for promoting products
and services in the market?
Research Significance
The study will aid in presenting a clearer picture of the topic, which is concerned with the
concept of internet advertising and its function in boosting overall performance (Tajudeen, and
et.al., 2021). The following research aids in the acquisition of knowledge about internet
advertising, which aids the company in promoting their product and service in the global market.
This also provides aid to both the company and the researcher. The issue could be linked to the
banking industry's advertising. And, as technology advances, businesses are turning to online
marketing to expand their operations. In this case, the issue is related to several internet
advertising outlets in the banking sector. As a result, these levels have an impact on productivity,
which is harmed in the firm for a variety of reasons, including lack of staff training, lack of
correct direction, lack of balance between the company's processes, lack of use of technology,
and so on. Because all of the clients are online, the research will illustrate the necessity of
internet advertising in a more understandable manner. Internet marketing is thought to be vital in
the banking business. As a result, it is a fantastic opportunity for the organisation, as it will be
able to lead its business into the market (Torres and Augusto, 2020). This research will highlight
the importance of internet advertising channels in the field of business performance. As a result,
there will be a better grasp of digitization and its technologies, which the organisation can
embrace for the goal of managing business performance and productivity. Specifically, the
research will assist various groups of people and will do so through the examination of the
research. As a result, the research will provide more important information that can be used in
the company when employing digital technology (Srai and Lorentz, 2019).

Literature Review
Theories on internet advertising
The theories or models associated with internet advertising are simply a set of guidelines that are
used to define how internet advertising is actually used. With the goal of promoting the
company's product and service mostly through online platforms. In this regard, the AIDA model
will be projected, which is a marketing model that is thought to be utilised to identify distinct
stages that a buyer goes through when deciding whether or not to buy anything. It is also made
up of abbreviations for other terms such as Attention, Interest, Desire, and Action. This model is
characterised as follows-
 Attention- This will allow the organisation to focus more on the desired target
customers, attracting their attention and educating them about the brand. In comparison to
other competitors, the company now has a strong internet presence, allowing it to be
more presentable in the market. More customers will be able to be drawn to the company
as a result of this (Sohag, and et.al., 2021).
 Interest- This enables the business to determine the level of interest in their product or
service. Customers will be more interested if they are informed about the company and
its services. The organisation will be able to provide richer and more interesting
information to its clients thanks to the AIDA model. The organisation is expected to
provide engaging and appealing product and service information across a variety of
online platforms in order to pique the interest of its customers (Xu, and et.al., 2021).
 Desire- Customers will be less likely to switch to another firm if they become more
interested in the company's products or services. As the third phase of the AIDA model,
the company focuses on turning the customer's interest in the company into a desire,
allowing them to purchase the product or use the service. As a result, the corporation
must place a greater emphasis on the online platform and publish real-world examples of
how the product and service are used to encourage customers to buy. Action- As part of this, the corporation takes numerous efforts to allow customers to
interact directly with the company's product and service. As a result, customers will only
buy from the company. It also causes the organisation to become more focused on
making it simple and straightforward for customers to take action. As a result, internet

advertising enables people to make purchases with the company in a simple and
straightforward method.
Theme 1: To study the concept of internet advertising and its popularity within the UK
banking sector.
The concept of internet advertising and its appeal in the UK banking sector will be discussed in
this theme. According to Lee, H., and Cho (2020), online advertising is rapidly gaining traction
in the market and is quickly becoming one of the most important factors in a company's success.
Digitalization is one of the most important components in building customer relationships since
it provides specific knowledge to customers. Customers are targeted in this way so that the
proper audience is reached at the right moment. The organisation will be able to project and
promote their services in the market with the help of internet marketing. For example, the
company can use social media, videos, commercials, email marketing, sponsorships, sponsored
promotions, and many other methods to raise market awareness. The internet is used with the
help of online activity in this case, which allows the company to stay in touch with its clients. It
provides clients with useful information and accurate results. The business can also define its
target audience and learn about the circumstances that must be established based on the
customers' gender habits, diverse behaviours, age, and other characteristics. As a result, it's much
easier to get things in front of the right people at the right time, when they're most inclined to
buy or act. As a result, it is considered a vital marketing tool for promoting the company's best
image in the marketplace (Lim, and et.al., 2021).
Theme 2: To examine the role and importance of internet advertising in improving the
overall performance of HSBC.
The purpose of this theme is to investigate the function and significance of internet advertising in
boosting overall performance. As organisations in the banking sector are expected to create goals
in order to achieve the level of expectations, they must do so. They will be able to improve their
level of performance at work by establishing corporate goals. According to Crain, (2021), online
advertising has a number of advantages, one of which is that customers can easily access
information. Customers' questions about the bank and its operations can be answered by simply
clicking. Customers will be able to acquire information such as service specs, pricing, and
information, among other things (Kanungo and Gupta, 2021).

Theme 3: To identify the different channels of internet advertising that HSBC use for
promoting products and services in the market.
This theme focused on the numerous internet advertising channels that are used to advertise
items and services on the market (Graham and Wilder, 2020). According to Chu and Kim (2018),
there are a variety of techniques to convey information, such as social media advertising, through
which businesses can improve their networks. For example, Facebook, Instagram, Twitter, and a
slew of other social media platforms use the ad process to target a specific demographic.
Companies in the banking sector would be able to gain worldwide coverage with the use of such
channels. So that they can build numerous touchpoints for the public and target their intended
clientele. It is also a measurable procedure in which the level of effort will be measured using
web analytics platforms based on efforts and internet marketing efficiency.

Methodology
The phrase "research methodology" refers to a set of methods and strategies that are primarily
concerned with the selection, analysis, and identification of data that will be used in the study. It
also has to do with how the researcher will plan out the research, which should be done in a
methodical manner in order to ensure the greatest outcomes and more dependability. The
research metrology also includes a thorough discussion of the many procedures employed to
achieve the greatest results. As a result, the research onion will be helpful in developing the
research approach for the specific study. It also aids in the division of the research process into
several portions, making it easier for the researcher to collect data in a methodical manner
(Chang and Wang, 2019). In the following research, the research onion is used to characterise the
approaches as follows-
3.1 Research Philosophy
This is referred to as the strategy to collecting and analysing data that is based on multiple
assumptions and research knowledge, and is referred to as research philosophy. It is also
recognised to assist researchers in dealing with a specific method of development. It is further
subdivided into two categories: positivism and interpretivism. In terms of the current study, the
researcher chooses positivism for the next one because it aids in the collection and analysis of
quantitative evidence and data. As a result, this point of view is more trustworthy, contributing to
the overall evaluation and efficiency of the research.
3.2 Research Approach
Study strategy describes the actions and strategies for research that outline exact steps of broad
assumptions in order to aspect the methods of data analysis, interpretation, and collection.
Inductive and deductive research approaches are two different sorts of research approaches. The
deductive research strategy will be studied in this situation because it aids in the development of
theories based on existing theories. This strategy is recognised to be both cost and time efficient,
allowing the researcher to finish the research in less time and for a lesser fee (Calvino, and
Criscuolo, 2019).
3.3 Research design
A research design is one in which the researcher obtains the foundation for the market study.
Under this scenario, the researcher will be free to employ a variety of methodologies that are
most appropriate for the situation. Furthermore, it is well-defined as the backdrops that are

selected by the researcher. It's split into two categories: exploratory and descriptive. In terms of
the project, the descriptive design was chosen because it aids in the proper examination of
information. The exploratory design will not be used for the research because it only focuses on
the research difficulties in the early stages of the investigation.
3.4 Data Collection
To collect data for this study, both primary and secondary sources will be employed, which will
aid in conducting the study more effectively. On the one hand, primary research is linked to new
information in the study, whereas secondary data relates to information gathered from outside
sources. The primary data will be collected using surveys, while secondary data will be compiled
through the use of books, internet articles, and journals. The researcher will be able to collect a
significant amount of data utilising either technique in order to complete the investigation
properly and achieve the goal (Basaev, 2019).
3.5 Sampling Technique
The sampling approach is defined as a strategy for selecting participants from a group based on
the research objectives. Probability sampling and non-probability sampling are the two types of
sampling procedures. In the current study, the researcher will employ probability sampling for
the research report. Because each respondent will have an equal chance of being chosen, it will
allow for a fairer search.
3.6 Data Analysis
The word "data analysis" is defined as a technique used in research with the primary goal of
assessing the information gathered. This is one of the most important variables that helps the
researcher to arrive at the correct conclusions in the research and meet the research objectives.
Thematic analysis and frequency distribution tables are two different methods of data analysis.
The researcher will use the frequency distribution table in this study to ensure that the data is
properly analysed. The major goal is to generate statistical data in order to project the topic's
investigation (Alsufyani, and Gill, 2022).
3.7 Timeline
A timeline is defined as a period of time that aids in the coordination of the overall research with
the research activities (Ahmad and Murray 2019). It is further divided into two sections, one
longitudinal and the other cross-sectional. In the current situation, the researcher will opt to use a

cross-sectional temporal horizon in order to compress multiple study scopes at the same time.
Because the research timetable focuses on completing multiple activities at once, it reduces the
likelihood of research delays and makes it easier for the researcher to meet research objectives.
The Gantt Chart is being used in this study so that the teams may plan their work in regard to
deadlines while also managing the various resources effectively. As a result, Gantt charts will be
extremely valuable in bettering the scheduling and planning of projects.
3.8 Ethical Consideration
All of the chosen applicants must sign a consent form in order to protect the research and the
way it is done in an ethical manner. It is well known for validating the level of excitement with

which the target is willing to participate in the survey. And, thanks to data protection rules, the
aspirants' personal information will be kept safe. Ethical concerns are defined as the ethical
measures employed in research to ensure that the study is conducted in an ethical manner.
Several ethical issues are included in the research to ensure that the research objectives are
addressed correctly. In addition, well-versed consent is essential in this study to avoid
complications with gathering main data. Individual perspectives, on the other hand, are ignored
while collecting data through primary research methods.

References
Books and Journals
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sustainability and performance of an organisation. International Journal of Business
Excellence, 17(1), pp.83-96.
Alsufyani, N. and Gill, A.Q., 2022. Digitalisation performance assessment: A systematic
review. Technology in Society, p.101894.
Basaev, Z.V., 2019. The digitalisation of the economy: Russia in the context of global
transformation. The world of new economy, 12(4), pp.32-38.
Calvino, F. and Criscuolo, C., 2019. Business dynamics and digitalisation.
Chang, J.H. and Wang, S.H., 2019. Different levels of destination expectation: The effects of
online advertising and electronic word-of-mouth. Telematics and Informatics, 36, pp.27-38.
Graham, K.W. and Wilder, K.M., 2020. Consumer-brand identity and online advertising
message elaboration: effect on attitudes, purchase intent and willingness to share. Journal of
Research in Interactive Marketing.
Kanungo, R.P. and Gupta, S., 2021. Financial inclusion through digitalisation of services for
well-being. Technological Forecasting and Social Change, 167, p.120721.
Lim, W.M., Gupta, S., Aggarwal, A., Paul, J. and Sadhna, P., 2021. How do digital natives
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Marketing, pp.1-35.
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Srai, J.S. and Lorentz, H., 2019. Developing design principles for the digitalisation of purchasing
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Tajudeen, F.P., Nadarajah, D., Jaafar, N.I. and Sulaiman, A., 2021. The impact of digitalisation
vision and information technology on organisations' innovation. European Journal of Innovation
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Torres, P. and Augusto, M., 2020. Digitalisation, social entrepreneurship and national well-
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Xu, Z., Li, D., Zhao, W., Shen, X., Huang, T., Li, X. and Li, P., 2021, June. Agile and accurate
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