Assignment Sample on Impact Of Digital Marketing And Social Media Present To Enhance The Consumer Traffic Rate In Retail Industry: Case Study Of UK’S Retail Companies

1. Introduction

1.1 Introduction

Digital marketing in social media have a significant role in enhancing customer traffic rate. Digital marketing described as a platform of marketing that delivered via digital channels including website, email, social media platform and other mobile apps. Purpose of this research is to identify and examine the impact of digital marketing with the help of social media platforms in UK’s retail industry. In addition, it will show how social networks or social media enhance the rate of customer traffic in retail industries of UK.

1.2 Importance of the topic:

Online social media or online networking sites gave us many different and innovative activities for users. Consistency theory of business describes digital marketing is a useful and powerful strategy for brand promotion. So digital marketing on social media creates a huge impact in customer’s mind (Vieira et al. 2019). A report showed more than 39.01 million people in UK used Social media platforms such as Facebook, Instagram, and Twitter etc. Another report showed the user rate has increased up to 51 million in December 2020 (Statista.com, 2021). Technology allows users to find out product details and criticize them in comparison to other similar products. Online purchasing and using rate have gradually increased in the lockdown period of the pandemic Covid-19 situation.

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Figure 1: Uses of social media Network in UK

(Source: Statista.com, 2021)

Many retail companies of Uk such as Tesco, Primark, and ASDA have started their e-commerce sites in order to increase the company’s economic growth. Tesco has boosted their digital strategy by the help of mobile sites (Ab-uk.com, 2021). An online platform is where any company can enhance their product or brand advertisement using different technology or creativity.

2. Aims and Objectives

2.1 Aim

This research paper will help to investigate the impact of digital marketing via social media platforms on customer purchase targets in order to enhance customer rate. Moreover, this research aims to describe how digital marketing influences customers to purchase retail products and improve in retail industries.

2.2 Objectives

The main object of this research is to identify and examine the main impact of digital marketing with the help of social media platforms in the UK’s retail industries. Specific objectives of this research are;

  • To have a piece of depth knowledge on digital marketing and role of social media in brand marketing
  • To examine the impact of digital marketing process in creating more consumer traffic rate in retail industry of UK
  • To evaluate the main problem or different challenges faced by the users due to social media ads and their impact on the behaviour of online purchasing in UK
  • To recommend best possible measures for upcoming challenges in digital marketing in order to enhance customer rate

3. Context for dissertation

The focus of this dissertation is to examine and identify the growth of social media networks around the world in terms of retail industry. This proposal examines the impact of social media or social networks of retail industry on digital marketing (Ayodeji and Kumar, 2019). In addition, it will help to identify digital marketing by social media influence on customers. Retail industry itself is a big industry that described as a process of selling consumer products or goods to customers via multiple channels. In 2020 growth of retail, volume sales have increased up to 2.9% in comparison to December 2019. Annual growth of retail industry in UK is around 4.4% in 2020 (Statista.com, 2021). Based on Digital marketing theory and 5 D’s of digital marketing model this research showed how social media platforms as digital marketing have a direct impact on customers of retail industry.

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Figure 2: UK spending on digital advertising

Digital marketing theory aims to identify relationships between customers and digital marketing promotion in various ways. On the other hand, 5 D’s digital marketing model is considered a popular decision-making model of the industries (Ayodeji and Kumar, 2019). Users have grown their social media uses and retail industry of UK has increased their ad facilities via social media platforms. Various reports and articles highlighted that users who spend more time on social media platforms are more likely to purchase products online by company sites or other different shopping sites (Bala and Verma, 2018). Retail industry is one of the most popular industries worldwide which have more customer base and. Moreover, the sales percentage and economic growth curve are high for retail industries. So this will consider as a proper context for dissertation related to business and management.

Most of the homemakers, students, and office employees spent their free time on social media such as Facebook, Instagram, and Twitter etc. Retail industry should invest in frequent ads on all these social networks, which help the company to get more consumers for their proposed products (Kaur et al. 2020). Moreover, the company should maintain a healthy relationship with their customers and company employees as well. This topic considered as a perfect context for a dissertation because the Covid-19 situation has changed our entire daily routine. During the lockdown period, most people develop a tendency to use their free time on social media (Kaur et al. 2020). Whereas, retail companies in UK need to update their website frequently in order to increase more customers towards the company. Updated websites can have a positive impact on the economic growth of UK’s retail industry.

4. Literature Review

4.1 Concept of digital marketing by Social media platforms

Digital marketing via social media platforms has a great influence on customer’s purchase. According to Dubey and Griffiths (2020), consumers and companies had no direct connection or link to communicate with each other on social media platforms in 2010. Customers have grown their social media uses and retail companies have increased their ad facilities via social media platforms. These ads attract many customers to the product and online sites help consumers to buy products online (Dubey and Griffiths, 2020). Buyers’ interest in social media plays an important role in a business context of digital marketing.

4.2 Conceptual framework

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Figure 3: Conceptual framework

(Source: Created by researcher)

4.3 Theoretical framework

4.3.1 Digital marketing theory

Theoretical framework of digital marketing showed all possible and important strategies for every industry. This will help to introduce any product or services so that it could reach its online audiences.

DIGITAL MARKETING

Figure 4: Concept of Digital marketing

(Source: Kotane et al. 2019)

Retail industry needs more promotion with the help of digital marketing as competition among retail companies is high. According to Kotane et al. (2019), every retail industry needs to plan a proper digital marketing strategy in order to increase customer traffic rate. On the other hand, it will evaluate the main problem or different challenges faced by the users due to social media ads.

4.3.2 5 D’s of digital marketing model

Different models have exposed to evaluate the impact of digital marketing on the behaviour of consumers on how this works with decision-making processes. According to 5 D’s digital marketing model, it considered a popular decision-making model for consumers. As stated by Bakri (2020), every retail company needs to maintain a model for representing economic processes with the help of variable sets or quantitative relationships between consumers and companies.

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Figure 5: Concept of 5 D’s digital marketing model

(Source: Bakri, 2020)

Moreover, every retail company needs to prepare a proper and solid plan for digital marketing in order to attract more customers to the company.

4.4 Positive impact of social media platform on digital marketing of Retail industry

Several reports and articles show that users who spend more time on social media are more likely to buy products online. Moreover, Covid-19 pandemic situations have changed the entire life cycle of individuals. According to Guan and Lala (2017), digital marketing needs to be specific so that buyers could satisfy their queries and needs by digital ads on social media. As an example, Tesco have developed their digital marketing strategy by developing mobile sites, which could satisfy consumers’ needs (Ab-uk.com, 2021). On the other hand, ASDA has focused on blogging and automate marketing in order to increase customer traffic rate (Marketingweek.com, 2021). However, digital marketing of retail companies by social media platforms is more effective in order to attract more customers towards the company or industry.

4.5 Negative impact of social media platform on digital marketing of Retail industry

Digital marketing via social media platforms has some negative impact on the retail industry. Several reports showed excessive use of social media can increase the rate of depression, loneliness, anxiety even generate suicidal thoughts. According to Guan and Lala (2017), bad ratings of any specific product on social media can reduce the purchase rate of that product. Many retailers such as Tesco, Primark, and ASDA have faced various problems related to a bad review of the proposed product, which demotivate users to buy (Marketingweek.com, 2021). Sometimes poor digital advertising leads to decreased customers towards the company.

4.6 Literature gap

Various researches have already done on digital marketing and role of social media in enhancing customer traffic rate. However, as the consumer trends and demand pattern is changing continuously, therefore, it is important to focus on all current digital technologies that can be helpful in this context (Hermanda et al. 2019). Therefore, this research would try to fill this gap and would explore a detailed knowledge of UK’s different retail companies for understanding their digital marketing strategies as well as their effectiveness.

Reference

Ab-uk.com, 2021, Digital marketing of Tesco, Available at: https://www.ab-uk.com/work/tesco-content/, [Accessed on: 14/02/21]

Ayodeji, O.G. and Kumar, V., 2019. Social media analytics: a tool for the success of online retail industry. International Journal of Services Operations and Informatics10(1), pp.79-95.

Bakri, M.H., 2020. The Effectiveness of Advertising in Digital Marketing towards Customer Satisfaction. The Journal of Technology Management and Technopreneurship (JTMT)8(1), pp.72-82.

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering8(10), pp.321-339.

Dubey, R. and Griffiths, T.L., 2020. Reconciling novelty and complexity through a rational analysis of curiosity. Psychological Review127(3), p.455.

Guan, L. and Lala, V., 2017. Role of trust and involvement in the effectiveness of digital third-party organization endorsement. Atlantic Marketing Journal6(1), p.5.

Hermanda, A., Sumarwan, U. and Tinaprillia, N., 2019. The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences4(2), pp.76-89.

Kaur, J., Arora, V. and Bali, S., 2020. Influence of technological advances and change in marketing strategies using analytics in retail industry. International Journal of System Assurance Engineering and Management11(5), pp.953-961.

Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital marketing. Scientific Journal of Polonia University33(2), pp.28-35.

Marketingweek.com, 2021, Digital marketing of ASDA, Available at: https://www.marketingweek.com/asda/, [Accessed on: 14/02/21]

Prathapan, M., Sajin Sahadevan, D. and Zakkariya, K.A., 2018. Effectiveness of digital marketing: Tourism websites comparative analytics based on AIDA model. International Journal of Innovative Research & Studies8(4), pp.262-273.

Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital marketing environment with KPIs and web analytics. Future Internet9(4), p.76.

Statista.com, 2021, Uk-active-social-media-and-mobile-social-media-users, Available at: https://www.statista.com/statistics/507405/uk-active-social-media-and-mobile-social-media-users/#:~:text=The%20United%20Kingdom%20(UK)%20was,the%20population%20of%20the%20UK.&text=The%20level%20of%20social,puts%20it%2018th%20overall%20worldwide, [Accessed on: 14/02/21]

Vieira, V.A., de Almeida, M.I.S., Agnihotri, R. and Arunachalam, S., 2019. In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science47(6), pp.1085-1108.

Wang, Y., Chowdhury Ahmed, S., Deng, S. and Wang, H., 2019. Success of social media marketing efforts in retaining sustainable online consumers: An empirical analysis on the online fashion retail market. Sustainability11(13), p.3596.

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