BU4103 Research Proposal Assignment Sample
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Executive summary
The customer’s satisfaction can be considered as one of the most important aspects in digital marketing because if a customer is satisfied with the company’s product then they will share and give great reviews through which the company’s website will be popularized and in return, there will be an increment in their sales profit. This research aims to create awareness and it helps to integrate better marketing strategy by developing digital marketing and social media campaigns. This research will be significantly helpful in terms of enhancing the market sustainability of an organization in terms of improved marketing strategies related to digital marketing and social campaigns. Nowadays customers heavily depend on digital media to research products and it will help them to find their suitable product. One who has a better digital marketing strategy and social media engagement will be an inch ahead of their competitors in the market, that is why this topic is most important and every organization should emphasize moreover it for their successful implementation of marketing strategy and business plan.
1. Introduction
1.1. Research Background
Digital marketing and social media campaigns are the two essential elements of marketing strategy where digital marketing is a process to advertise a product through digital platforms like websites, mobile apps, social media, and email. The social media campaign is a process, which takes place in social media to achieve a specific goal in a limited period of time. Digital marketing and social media campaigns are related to each other to achieve a successful marketing strategy.
1.2. Aims and objective
This research aims to investigate and underpin the impacts of social media campaigns and digital marketing strategy to retain the customers. In this term, this research specifies the influence of approaching digital marketing and social media campaigns by organizations on their customer retention tactics.
- To investigate the impact on customers retention through approaching social media campaigns and digital marketing.
- To underpin the issues of consumer behavior, influenced through digital marketing strategies
- To analyse the impact of social media campaign strategies on consumer attractiveness
- To recommend an effective digital marketing strategy for organization to attract customer base.
1.3. Significance of the research
Nowadays customers heavily depend on digital media to research products and it will help them to find their suitable product. One who has a better digital marketing strategy and social media engagement will be an inch ahead of their competitors in the market, that is why this topic is most important and every organization should emphasize moreover it for their successful implementation of marketing strategy and business plan. Therefore this research will help to improve the digital marketing strategy and social media campaigns in an organization.
1.4. Research rationale
The biggest issue to develop digital marketing and social media campaigns are to stand out against competitors and without compensating for the budget. Without a budget, the implementation of developing digital marketing and social media campaigns will not be possible and without social media campaigns, customer engagement will not be there to improve website trafficking. Hence, this research will be helpful in providing insights related to the issues as well as suggesting strategies for mitigating the issues associated with digital marketing and social marketing campaigns for attracting customers.
2. Literature review
2.1. Importance of digital marketing
Every company has different goals in their business but the common one is to be successful and achieve the goal. In order to achieve this goal every organization should take advantage of marketing resources and technologies and in modern technologies, digital marketing comes to play the role most of it. As mentioned by Todor et al, (2016) There are many benefits of digital marketing which include affordability, mobile access, flexibility, multimedia, tracking, personalized, etc. Compared to other marketing strategies digital marketing is very much lower cost-effective and website trafficking can be free on many websites. On the contrary, De Pelsmacker et al, (2018) commented that the customers like to engage more with the products which have multiple types of photos, audio, and video clips. Digital marketing helps to incorporate all of this content easily compared to other marketing strategies. Smartphones and other mobile devices are used for the activity like social media surfing, news, and many other useful things, here digital marketing helps to connect with them while they are doing those activities. Digital marketing offers to track customer’s activity in the digital platform and marketers can monitor what they searched for before any purchase. Digital marketing offers to customize a program based on the customer’s activity and their choice of preferences.
2.2. Significance of social media campaigns
Social media is the most important virtual area for social networking and as well as it is a great space to advertise. Now customers invest their large amount of time in social media during the entire day. As mentioned by Enli et al. (2017), social media campaigns help to research the keywords that the customer is using on their product purchase and allows them to customize as per customer’s choice. On the other hand, Arli et al. (2017) social media marketing is important so that an organization can reach out to their customers in a more efficient way. With the help of this marketing strategy, an organization can grow its customer on a very small budget and they can share the details of their products more efficiently and effectively. Social media campaigns will also allow learning more about the competitor and their plan of action. As per the views of Baum et al. (2019), social media campaigns help an organization to record feedback from the customers and it increases website traffic which also generates more sales. Digital marketing and social media campaigns are the backbones of marketing strategy to engage more people with the products and this helps to generate better sales.
2.3. Strategies to improve digital marketing for attracting customers
A digital marketing strategy is a plan to achieve marketing goals by using online platforms. As per the views of Khan et al. (2018), one of the most important strategies to improve digital marketing is search engine optimization or SEO. It is a process by which an organization can rank their website high in the search list. It will help to increase the trafficking of the website and help to reach more customers. In contrast, Kapoor et al. (2016) claimed another useful and effective way to improve digital marketing is Pay Per Click advertising or PPC and it is a form of advertising which is paid. Content marketing is a way by which an organization can connect to its customer through its content. Content includes videos, photos, blogs, and many more which provide more details about the product and satisfy the customer’s query. The goal of content marketing is to provide specific information about a product to the target customer and increase traffic on the website which helps to generate more sales. As mentioned by Hajarian et al. (2020) email marketing is also a strategy to improve digital marketing and it is also a very cost-effective marketing strategy. It looks at retaining existing consumers and also targets the new ones. It helps to build awareness of a brand and encourages more purchases.
2.4. Strategies to enhance social media campaigns
Setting realistic and relevant goals is the key to enhance social media marketing. Now customers invest their large amount of time in social media during the entire day. With the help of this marketing strategy, an organization can grow its customer on a very small budget and they can share the details of their products more efficiently and effectively. As mentioned by Kozlovskyi et al. (2018) an organization should set smart goals, which means the goal should be specific, measurable, attainable, relevant, and time-bound. An organization should identify their social media audience and emphasize more on them. Social media campaigns come into this part and it helps to reach out the information among those customers. By implementing digital marketing, marketers can collect valuable data of target customer’s engagement and these data help them to introduce new methods of customer engagement. They should understand their target customer and should know how they spend their time on social media. Chatbots are a new way to improve social media marketing. As per the views of Kaczorowska et al. (2019), this is a digital tool to communicate with the customers and help them to resolve their problems without the help of any human participants. It will help to communicate with many of their customers in a very time-effective way. Therefore, creating a community for the customers will help to enhance social media marketing like asking them some questions, collecting their opinions on some matters, asking them to ‘like’ and ‘share’ the product’s image, etc. Setting a goal for social media campaigns will help to improve the business marketing strategy.
2.5. Theories related to digital and customer satisfaction
The theory of digital marketing includes the strategy to reach out to the best audience in the online platform (de Ruyter et al. 2018). The way of marketing on social media platforms is the most cheapest and profitable way of marketing for the growth of an organization. Digital marketing in social media is a creative form of marketing for the attraction of consumers. As per the theory of planned behavior, the consumers in social media are attracted to the innovation and unique products of the organization (Tommasetti et al. 2018). In order to attract an online audience, the organization must enhance the company’s website and give attractive offers that will catch the eyes of the consumer. These are the theories which give a great impact on the growth of an organization for its betterment.
2.6. Gap in literature
The literature review has illustrated all the insights to discuss the impact of digital marketing and social media campaigns to attract consumers for a specific region or any country. In addition, the literature also fails to define the digital marketing strategy in social media for any specific company or any organization.
2.7. Conceptual framework
3. Methodology
3.1. Research Philosophy
The research philosophy related to the positivism can be considers as important aspect which is considered by the researcher in order to conduct the research associated with the digital marketing as well as social media campaign. According to Dougherty et al.(2019) research philosophy is also the way to create the statement of research interest and teaching for the faculty according to the research. The existential that relates the value of this research which holds an approach for a researcher is called the real approach through which a person believes to be relevant. In the views of Siponen et al.(2019), Positivism is the philosophy in research that is known to be a social platform and can be understood by the interest and idea of the researcher. Hence, the researcher will implement the positivist way of research philosophy to enhance the impact of digital marketing and social media campaigns to attract consumers.
3.2. Research Approach
The deductive approach in research is a typical connection of people by scientific investigation. The approach of deduction can move from a particular to a general point for starting a theory by revising and deriving the whole theory (Saunders et al. 2007). Therefore, the researcher will implement this deductive approach in the research to make use of existing theories on every topic which is done till the present day, and by extracting the information which is associated with the impact of digital marketing and social media campaigns to attract consumers.
3.3. Research Design
A research design is mainly based on the organized description and the accuracy of the contents, occurrence, or any situation. These approaches can be gained, if the design of the research is descriptive and can answer the questions arising due to how, when, where, or what the research is based upon. According to Hunter et al (2019), the descriptive study is the process of documentation and description of phenomena in which the research is based and the interest of the researcher. Hence, the researcher will implement the descriptive way of research design to influence the impact of digital marketing and social media campaigns to attract consumers.
3.4. Data Collection Method
The major aspect of all research projects is the collection of data to enhance the sequence for the long term. The collection of data that are previously collected by any organization or the government department are originally implemented for the purpose of research. A research is said to be morphological when there is a proper collection of data that is obtained from reliable and valid sources (Clark et al 2018). The secondary data collection is an important method to discover the flaws in the resources and make new strategies for enhancement. Therefore, the collection of data methods is implemented by the researcher to amplify the impact of digital marketing and social media campaigns to attract consumers.
3.5. Sample Size and technique
The method of collecting data from every case for the response of a question that arises from the research is known as sampling and the technique is to filter and resize the data collected from the resources. A convenient sampling is known for the method to embrace the research that is collected for marketing research purposes to efficiently obtain the group of appellants. According to Kothari et al. (2004), the proper selection of data from a large number of cases through which the researchers can filter out the main point for the research idea and to carry out the research. Hence, the researchers will apply the sample size and technique for the enhancement in the impact of digital marketing and social media campaigns to attract consumers.
3.6. Process of data analysis
The Qualitative Data Analysis is a process in research as a systematic way to search and arrange the matter of observation, or transcripts. The materials of non-textual are researched for the increment in the phenomenon for understanding the process to analyze quantitative data remarkably. A qualitative data study includes the interview transcripts from an end, to be focused, and to have exploratory interviews (Rimbo et al. 2017). Therefore, the researcher will be incorporating the quantitative process of data analysis for describing the impact of digital marketing and social media campaigns to attract consumers.
3.7. Validity and reliability of data
The resources which are used to describe the impact of digital marketing and social media campaigns to attract consumers are referred from valid journals and are reliable for the research purposes. Therefore, the research is extremely valid and also reliable because of the authentic argumentation of data for the secondary source.
3.8. Ethical Issues
According to the Data Protection Act of 2018, the organization’s personal information is kept under lawful and fair protection (Gov.uk 2020). The researcher will consider the regulations as well as the norms linked with the data protection law to preserve the personal information and privacy of the author connected with the research. The research also provides the credits to the sources with genuine citations and a proper reference to preserve the ethical consideration of the research.
4. Project Plan
Week 1- week 4: In this project plan the project initiation will be done in 2 weeks project administration will take 1 to 4 weeks.
Week 3- Week 6: The collection of secondary information will have be started from 3rd week and completed within 6th week
Week 5- Week 8: In 5th week sorting information will be initiated and finished within 8th week. Week 7- Week 10: Formation of Project Report will be started from 7th week and will be finished in 10th week
Week 9 – week 10: Project closure will be started from 9th and it will be finished on 10th week [Refer to appendix].
| ACTIVITIES | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 | Week 7 | Week 8 | Week 9 | Week 10 |
| Project Initiation | ||||||||||
| Secondary data collection | ||||||||||
| Information analysis and finishing | ||||||||||
| Project Report development | ||||||||||
| Project Closure |
Table 1: Project Gantt Chart
(Source: Created by learner)
| Project Initiation | Cost |
| Project Initiation | $ 150 |
| Project Administration | $ 120 |
| Collection of secondary information | $ 250 |
| Sorting information | $ 100 |
| Formation of Project Report | $ 200 |
| Total | $ 820 |
Table 2: Cost estimation of the project
(Created by learner)
5. Conclusion
Thus, it can be concluded that the customer’s satisfaction can be considered as one of the most important aspects in digital marketing because if a customer is satisfied with the company’s product then they will share and give great reviews through which the company’s website will be popularized and in return, there will be an increment in their sales profit. In addition, the social marketing campaign can also be critically important in terms of enhancing organizational recognition as well as sustainability in the target market. Therefore, this research will be significantly helpful in terms of enhancing the market sustainability of an organization in terms of improved marketing strategies related to digital marketing and social campaigns.
6. Reference List
Arli, D., and Dietrich, T., 2017. Can social media campaigns backfire? Exploring consumers’ attitudes and word-of-mouth toward four social media campaigns and their implications on consumer-campaign identification. Journal of Promotion Management, 23(6), pp.834-850.
Baum, D., Spann, M., Füller, J., and Thürridl, C., 2019. The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, pp.289-297.
Clark, K.R. and Vealé, B.L., 2018. Strategies to enhance data collection and analysis in qualitative research. Radiologic Technology, 89(5), pp.482CT-485CT.
De Pelsmacker, P., Van Tilburg, S., and Holthof, C., 2018. Digital marketing strategies, online reviews, and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.
Dougherty, M.R., Slevc, L.R. and Grand, J.A., 2019. Making research evaluation more transparent: Aligning research philosophy, institutional values, and reporting. Perspectives on Psychological Science, 14(3), pp.361-375.
Enli, G., 2017. Twitter as an arena for the authentic outsider: exploring the social media campaigns of Trump and Clinton in the 2016 US presidential election. European journal of communication, 32(1), pp.50-61.
Gov.uk (2020) Data protection available at https://www.gov.uk/data-protection#:~:text=The%20Data%20Protection%20Act%202018,Data%20Protection%20Regulation%20(GDPR).&text=They%20must%20make%20sure%20the,used%20fairly%2C%20lawfully%20and%20transparently [accessed on 4.12.2020]
Hunter, D., McCallum, J. and Howes, D., 2019. Defining Exploratory-Descriptive Qualitative (EDQ) research and considering its application to healthcare. Journal of Nursing and Health Care.
Kaczorowska-Spychalska, D., 2019. How chatbots influence marketing. Management, 23(1), pp.251-270.
Kapoor, K.K., Dwivedi, Y.K., and Piercy, N.C., 2016. Pay-per-click advertising: A literature review. The Marketing Review, 16(2), pp.183-202.
Khan, M.N.A., and Mahmood, A., 2018. A distinctive approach to obtain higher page rank through search engine optimization. sādhanā, 43(3), p.43.
Kothari, C.R., (2004). Research methodology: Methods and techniques. New Age International. Pp.50-114.
Kozlovsky, S., Shaulska, L., Butyrskyi, A., Burkina, N., and Popovskyi, Y., 2018. The marketing strategy for making optimal managerial decisions by means of smart analytics. Innovative Marketing, 14(4), pp.1-18.
Najarian, M., Camilleri, M.A., Dĺaz, P., and Aedo, I., 2020. A taxonomy of online marketing methods. Strategic communication in the digital age.
Rimbo, D., Nagoya, R., Solihin, I. and Mongay, J., 2017. Perceptions of consumers in the airline industry using a qualitative data analysis methodology: an applied research under an international orientation. International Business Research, 10(5), pp.22-28.
Saunders, M., Lewis, P. And Thornhill, A., (2007). Research methods. Business Students. Pp.128-171.
Siponen, M. and Tsohou, A., 2018. Demystifying the influential IS legends of positivism. Journal of the Association for Information Systems, 19(7).
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Tommasetti, A., Singer, P., Troisi, O. and Maione, G., 2018. Extended theory of planned behavior (ETPB): investigating customers’ perception of restaurants’ sustainability by testing a structural equation model. Sustainability, 10(7), p.2580.
7. Appendix: Project timeline
| Activities | Weeks | ||||
| Week 1- 2 | Week 3-4 | Week 5-6 | Week 7 -8 | Week 9 -10 | |
| Project Initiation | |||||
| Project Administration | |||||
| Collection of secondary information | |||||
| Sorting information | |||||
| Formation of Project Report | |||||
| Project closure | |||||
Table 1: Project Plan
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