To Analyse the Usefulness of Internet Marketing for UK SMEs

This report analyzes the impact and usefulness of internet marketing on the performance of small and medium enterprises (SMEs) in the UK, with a specific focus on Plan.com. Employing an exploratory design and inductive approach, the study utilizes a qualitative methodology with thematic analysis of data collected from 50 employees. The research explores the benefits of internet marketing, including enhanced productivity, efficiency, and global reach for SMEs. The report examines the significance of internet marketing tools like search engine optimization (SEO), social media, and email marketing. It highlights the importance of internet marketing in enhancing brand awareness, customer engagement, and operational cost-effectiveness for SMEs. The report concludes with recommendations for effective internet marketing practices to ensure sustained growth in a competitive environment. The study acknowledges the limitations and provides a comprehensive overview of internet marketing's role in SME success and offers valuable insights for business organizations and researchers.

To analyse the usefulness of
internet marketing for SME
businesses while operating a
business in UK

ABSTRACT
Purpose:
This study aims at analysing the impact and usefulness of internet marketing on
performance of small and medium enterprises.
Research-methodology:
For executing the research this study uses exploratory design and inductive approach.
Interpretivism philosophy is also used for qualitative analysis of data. In this report through
random sampling method 50 employees of Plan.com are taken as samples for the study. The
primary data collection methods are employed to gather the data and for analysing this data
thematic analysis has been used in this research.
Findings:
It has been analysed from the study that internet marketing brings significant changes in
performance and growth of SMEs into the global economies. This marketing approach also
enables organisations to enhance their productivity and efficiency.
Limitations:
To develop better clarity and understanding it would have been beneficial if the
corresponding challenges related to online marketing were also included. However this limitation
does not affect the reliability of the findings.
Recommendations:
It is recommended that for achieving the desired success goals SMEs must employ
effective practices of internet marketing so that organisations can sustain their growth in
competitive environment as well.
Value:
There are considerable number of small enterprises who has potential to explore the vast
opportunities across the globe. This study helps in determining the benefits of internet marketing
which can encourage SMEs to reach new levels of growth and success.
Keywords: SME, Internet marketing, online and digital marketing tools

TABLE OF CONTENTS
ABSTRACT ....................................................................................................................................2
.........................................................................................................................................................4
ACKNOWLEDGEMENT ..............................................................................................................5
DECLARATION ............................................................................................................................6
CHAPTER 1: INTRODUCTION....................................................................................................7
1.1 Study overview ................................................................................................................7
1.2 Aim ..................................................................................................................................9
1.3 Objectives ........................................................................................................................9
1.4 Research questions ........................................................................................................10
1.5 Rationale of research .....................................................................................................10
1.6 Significance ...................................................................................................................11
1.7 Scope of the study .........................................................................................................12
CHAPTER 2: LITERATURE REVIEW ......................................................................................13
CHAPTER 3: METHODOLOGY ................................................................................................21
3.1 Research design .............................................................................................................21
3.2 Research approach .........................................................................................................21
3.3 Research philosophy.......................................................................................................22
3.4 Sampling.........................................................................................................................23
3.5 Data collection ...............................................................................................................24
3.6 Data analysis...................................................................................................................24
3.7 Ethical considerations.....................................................................................................25
CHAPTER 4: DATA ANALYSIS AND DISCUSSION .............................................................27
CHAPTER 5 : SUMMARY AND CONCLUSION .....................................................................42
REFERENCES .............................................................................................................................47
APPENDIX....................................................................................................................................52

ILLUSTRATION INDEX
Illustration 1: Traditional and internet marketing............................................................................5
Illustration 2: Need of internet marketing........................................................................................8

ACKNOWLEDGEMENT
I would like to give my sincere thanks and gratitude to my professors and mentors who
provided me the guidance and support so that I can accomplish this projects. Their regular
encouragement and motivation helped me to explore vast sources of knowledge which was
essential for successful accomplishment of this study. Secondary I also want to dedicated my
success in completing this work to my family members and friends who gave me emotional and
moral support. Their cooperation and support helped me to manage the time frame of finishing
this project.

DECLARATION
I sincerely declare that this research project with title”To analyse the usefulness of
internet marketing for SME businesses while operating a business in UK” is carried out by me
under the guidance of my research supervisors. I also declare that this dissertation has not formed
previously as the basis for award of any educational, fellowship or similar programs.

TITLE: - Analyse the usefulness of internet marketing for SME businesses in UK
CHAPTER 1: INTRODUCTION
1.1 Study overview
Internet marketing is defined as the method to promote products and services among
customers with the help of internet and related tools. It is also known as the online marketing and
is considered as one of the most influential and inexpensive way to achieve marketing goals.
Contrary to the conventional approaches of marketing, internet marketing is more customized
and provide more effective solutions to business (Mathews and et.al., 2018). This marketing
encompasses various strategies and marketing tactics for creating brand awareness among target
audience of the business.
For SMEs, internet marketing is considered as the tool which can help them to explore
the international customers as well as way to optimize their benefits and operational costs. The
SME which uses the conventional methods such as posters or advertisements can no longer exist
in the competitive marketing environment (Järvinen, Töllmen and Karjaluoto, 2015). Contrary to
other marketing methods internet marketing provides a two way communication path for
organisation (Valaei and et.al., 2016). For instance Plan.com is one of the leading telecom
service providers which is providing its services in UK. The internet marketing methods used by
the organisation allows its customers to interact with the SME whenever they required.
The marketing authorities of the SMEs can analyse the needs and perspectives of their
target customers with the help of these marketing tools (Girchenko and Ovsiannikova, 2016).
Online marketing includes the methods such as email marketing, paid media and various search
engines. The internet marketing helps to execute the performance evaluation which is one of the
most important aspects for the long term success of any company. This study is focused on
analysing and comparing these benefits of internet marketing from perspective of both SME and
consumers. Most of the people are using digital technology for entertainment and business
purpose.
Thus, use of internet marketing tool enable SME to target the masses on a single platform
without making additional cost and effort to search that where it can find people who may buy
the products and services of organisation (Fernandes and et.al., 2018). The use of internet
marketing creates huge differences in terms of operational cost. The profitability and operational

range of SMEs has increased because with the internet marketing they are able to approach wide
range of customers. These benefits formulate the background of the study.
The study will focus on the various advantages provided by internet marketing tools such
as search engine marketing, social media, chat and email marketing as well as paid methods of
promotion (Galan-Ladero and Galera-Casquet, 2019). Internet marketing has the capability to
measure the response of people on any particular event or action of the organisation. Thus
instead of predicting the response of people internet marketing allows SMEs to actually analyse
the purchasing behaviour of the customers and the factors which are affecting this behaviour.
According to Ward., (2018), in 2017 there has been 16% increment in online retailing of
products. This statistic shows that people are spending more time on digital platforms. Thus, the
reviews and presence of the business organisations on these digital platforms can make
significant differences to the overall performance of SME (Järvinen, Töllmen and Karjaluoto,
2015).
(Source: Digital Marketing vs Traditional Marketing: Which Produces Better ROI?, 2018)
Illustration 1: Traditional and internet marketing

The promotion of SME by using digital marketing tools makes the brand name of the company
very popular. It helps customers to easily trust and recognise the SME among pool of other
service providers. Thus, the effective internet marketing are now becoming the key performance
indicator of the SME. Due to this reason there has been tremendous increase in the trends of
online marketing. The research project is based upon evaluating benefits of internet in marketing
process which makes it as an essential part of the business process.
However, the marketing outputs can be made more productive with internet marketing.
The digital marketing enhances the transparency in the performance evaluation and strategies of
the business organisations. The SMEs such as Plan.com can use internet based promotion to
explore the innovative ideas and strategies followed by more successful organisations. The
performance evaluation and brand value management through internet marketing encourage and
motivates experts to amend their marketing concepts and strategies as per the demand of
business trends as well as the latest creative ideas.
The internet marketing also helps to perform the risk evaluation. For instance before
making any decision or strategy the SMEs can interact with its service users via online platforms.
The reviews will help organisation to accomplish its marketing plan with maximum efficiency.
The study will analyse this effectiveness and utility of internet marketing in making business
processes of SME more profitable.
1.2 Aim
To analyse the usefulness of internet marketing for SME businesses while operating a
business in UK and Australia: A study on Plan.com.
1.3 Objectives
 To understand the concept of internet marketing and its significance.
 To identify benefits of the internet marketing in Plan.com
 To interrelate internet marketing and global operations in the chosen business.
 To recommends ways through internet marketing elements could be used in the
enterprise.

1.4 Research questions
 What do you understand the concept of internet marketing and its significance?
 What are the benefits of the internet marketing in Plan.com?
 How interrelate internet marketing and global operations in the chosen business?
 What are the ways through internet marketing elements could be used in the enterprise?
1.5 Rationale of research
This research is very essential for providing a direction to SMEs that how they can reach
to new success levels by implementing this evolving form of marketing. One of the key reason
for conducting research on usefulness and advantages of internet marketing is to analyse the
increasing participation of internet marketing in every aspect of business. The SMEs are
exploring this approach to improve the efficiency of their operational activities and to minimize
operational costs (Trusov, Rutz and Bucklin, 2017). Thus, it has become a matter of interest that
how SME can drastically enhance its customer experience by using internet marketing. With the
globalisation trends most of the leading brands are aiming to explore the scope of their services
to international market instead of restricting their services to specific geographical area.
The study of internet marketing benefits will help SMEs to gain competitive advantage
among other dominating organisations (Shen and et.al., 2016). Thus, the execution of this
research will provide suitable assistance to formulate the effective strategies for the
accomplishment of marketing activities within small enterprises. It will also reduce the failure
risks for such organisations.

(Source: Digital Marketing vs Traditional Marketing: Which Produces Better ROI?, 2018)
1.6 Significance
The study of internet marketing uses in context of business performance and profit of
SME is highly significant. It will help innovative entrepreneur to understand the role and
importance of internet marketing. The benefits of internet marketing in the growth of SME also
include several challenges and adverse implications. Thus, the study will help business
organisations to evaluate these attributes. The overview of the growth and success of Plan.com
with the help of internet marketing will help business organisation and researchers to develop
suitable conclusions related to the importance and impact of internet marketing (Galan-Ladero
and Galera-Casquet, 2019).
Another significant benefit of this research project is that it will provide a guideline that
how business groups can implement internet marketing and can increase their global presence. In
the academic researchers also this project will assist aspirants to develop an understanding of the
latest trends in internet marketing and how these can be used to improve overall performance
efficiency of the small and medium enterprises (Mathews and et.al., 2016). The study is also
important for the Plan.com because the organisation can analyse its own performance and new
Illustration 2: Need of internet marketing

improvement models of internet marketing which can bring desired level of profitability to the
SME.
1.7 Scope of the study
The research objective covers a wide range of discussion and growth opportunities. By
the evaluation of scope and benefits of internet marketing Plan.com will be able to explore the
growth possibilities in international market as well. However, it is very essential for SMEs to
analyse the various aspects of internet marketing such as possible threats, risks and extent of
benefits which can be achieved by digital tools (Bogdanova and et.al., 2016).
The research will not only focus on the bright side of the internet marketing but will also
include a critical discussion of the risk possibilities which must be addressed by the business
organisations before directly implementing internet marketing techniques. The study will also
help to understand and explore the relevant related subjects such as security concerns in digital
world, role of information technology in business and marketing process as well as changing
advancements in the marketing strategies of the SME (Bianchi and Mathews, 2016). This
research study will also help to build a foundation of more academic researches which are aimed
at evaluating the growth of SME within UK and Australia and international context by using
effective marketing approaches.