Research Proposal: Analyzing Digital Marketing Impact on Lotus Car Ltd

This research proposal investigates the impact of digital marketing strategies on the success of Lotus Car Ltd, a British automotive company. The introduction provides background information, outlines the aim and objectives, and explains the rationale for selecting this topic. The research aims to evaluate the need and importance of digital marketing, analyze its impact on the firm's success, and identify effective digital marketing trends. The proposal includes research questions, a literature review exploring the concept of digital marketing and its impact, and a discussion of research methodology, including positivism philosophy, deductive approach, and quantitative research methods. The proposal also addresses ethical considerations, such as data protection and informed consent. The research will utilize both primary and secondary data sources, including questionnaires and online articles, to analyze the influence of digital marketing on brand awareness, sales, and customer engagement for Lotus Car Ltd.

Research Proposal
Table of Contents

Title of project: Impact of digital marketing on success of a firm. A research project on Lotus car
Ltd....................................................................................................................................................1
Introduction......................................................................................................................................1
Background for the study.......................................................................................................1
Aim and objective...................................................................................................................1
Rationale for selection of topic...............................................................................................1
Research questions.................................................................................................................2
Literature Review.............................................................................................................................2
To evaluate about the concept of digital marketing with a business firm along with its needs
and importance.......................................................................................................................2
To determine the impact that could be lead by digital marketing on success of Lotus car ltd.2
To review about some more effective ways and trend of digital marketing that could be
implicate by Lotus car ltd to have enhanced success level....................................................3
Research methodology to meet set aim...........................................................................................3
Ethics................................................................................................................................................3
REFERENCES................................................................................................................................4

Title of project: Impact of digital marketing on success of a firm. A research
project on Lotus car Ltd.
Introduction
Background for the study
Digital Marketing in simple terms refers to advertising and promotion of products and
services with the help of some digital channels like search engines, social media, e-mails,
websites or any other computer or mobile app. Therefore, digital marketing provides a viable
method for companies and organisation to endorse and promote their goods and services as well
as overall brand in a more effective and better manner. Apart from this, Lotus car ltd is selected
for conducting current research project to evaluate about the impact of digital marketing which is
British automotive company engaged in manufacturing sports cars and racing cars the main
headquarter of which is located at Norfolk, England.
Aim and objective
Research aim
To evaluate about the need and importance of concept of digital marketing along with
analysing its impact on the success of the firm. A research project undertaken on Lotus car Ltd.
Research Objective
 To evaluate about the concept of digital marketing with a business firm along with its
needs and importance.
 To determine the impact that could be lead by digital marketing on success of Lotus car
ltd.
 To review about some more effective ways and trend of digital marketing that could be
implicate by Lotus car ltd to have enhanced success level.
Rationale for selection of topic
In today’s competitive environment, promotion and advertising has become more
important and vital thus, current research topic is rationale as it facilitates better understanding
and information about the digital marketing which provides more effective way to endorse and
promote products and services. Apart from this, digital marketing is also important and vital to
have better understanding abut the target market through leading an enhanced interaction and
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communication with its customers to have better success. Beside this, selection of current
research topic also meets the personal and educational needs of researcher.
Research questions
 What is meant by the concept of digital marketing with a business firm along with its
needs and importance?
 What possible impact can be lead by digital marketing on success of Lotus car ltd?
 Which could be the some more effective ways and trend of digital marketing that could be
implicate by Lotus car ltd to have enhanced success level?
Literature Review
To evaluate about the concept of digital marketing with a business firm along with its needs and
importance.
As per the view point of Conklin, J. T., 2017, the concept of digital marketing is basically
associated and related with the making use of internet in order to reach customers in a more
viable and effective way. Thus, the concept of digital marketing is related with the reaching and
attracting a larger number of customers through making use of various online platforms and
channel. Use of digital marketing is needed to have better promotion and advertising of goods
and services in a more effective and attractive manner to attract and cater a larger number of
customers in most cost effective manner. Apart from this, digital marketing has become more
vital and important for a business firm as it lead to more competitive strength and improved
brand image through leading enhanced awareness and brand recognition through more effective
and exclusive marketing and promotion strategy.
To determine the impact that could be lead by digital marketing on success of Lotus car ltd.
With respect to the information provided by the Dash, M. and Sharma, K., 2019, it has
been evaluated that a positive impact is lead out by digital marketing on success of a firm as it
boost the sales and brand awareness of a business organisation in its target market. Use of digital
marketing provides a better interaction and communication with target customers which lead to
better bonding and enhanced loyalty in consumers which is most vital and important for a firm to
have enhanced success (Impact of Digital Marketing on Businesses, 2019). Apart from this, use
of exclusive digital marketing and promotion strategy makes a company superior and better than
its competitors therefore, attract and cater larger target customers for its success.
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To review about some more effective ways and trend of digital marketing that could be implicate
by Lotus car ltd to have enhanced success level.
According to the information provided by Saura, J.R., Palos-Sanchez, P.R. and Correia,
M.B., 2019, it has been analysed that the use of content marketing and social marketing are two
vital trend and more effective ways of digital marketing that could be implicate by Lotus car ltd
to have enhanced success level. Implication of content marketing lead to more strategic approach
to produce and deliver a more valuable, relevant and consistent form of content and message to
attract and cater attention of lager number audience. Use of social media marketing ensures and
leads to better engagement and interaction with customers through making use of more effective
website and social network to market product and services.
Research methodology to meet set aim
The research methodology provides information about the proposed set of research method
and approach that could be sued by a research to reach set aim and objective in an effective
manner. With respect to current investigation use of positivism philosophy is most viable to have
authentic investigation along with deductive approach to support better scanning and testing of
objective data. Beside this, use of quantitative research method is also appropriate to collect data
in numeric firms that is easy to collect and present in more efficient manner to achieve set
objective in more efficient manner. Further, use of both primary and secondary sources of data
would be made where primary data would be collected with the help of questionnaire where as
secondary data would be collected with the help of online article and journal.
Ethics
The main ethical issues that can be encountered during performing current investigation are
related with safety and authenticity of collected data thus, implication of provision of data
protection act would be made to overcome these ethical issues. Apart from this a prior consent
and approval is also taken for participants along with implicating provisions of BERA code of
ethic to fulfil all ethical consideration.
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REFERENCES
Books and journal
Conklin, J. T., 2017. The Impact of Digital Marketing on the Recruitment of Martial Arts
Students: A Case Study of Trident Academy of Martial Arts (Doctoral dissertation).
Dash, M. and Sharma, K., 2019. Marketing Response Modelling: Impact of Digital Marketing for
a Luxury Car Brand. Journal of Creative Communications. 14(3). pp.254-270.
Geach, N., 2018. Sponsorship Research and Evaluation. In Motorsport-Management (pp. 207-
231). Springer Gabler, Berlin, Heidelberg.
Gkikas, D.C. and Theodoridis, P.K., 2019. Artificial Intelligence (AI) Impact on Digital
Marketing Research. In Strategic Innovative Marketing and Tourism (pp. 1251-1259).
Springer, Cham.
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Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and Research,
8(1), pp.4-20.
Munn, Z and et. al., 2018. Systematic review or scoping review? Guidance for authors when
choosing between a systematic or scoping review approach. BMC medical research
methodology. 18(1). p.143.
Rosenthal, M., 2016. Qualitative research methods: Why, when, and how to conduct interviews
and focus groups in pharmacy research. Currents in pharmacy teaching and learning. 8(4).
pp.509-516.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Online:
Impact of Digital Marketing on Businesses. 2019. [Online] Available Through:<
https://www.srvmedia.com/blog/impact-digital-marketing-businesses/>.
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