Innovation in Digital Marketing - A Case of Topshop UK

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

Signed __________________ Date _________________

ABSTRACT

In this study, we explore the idea of Digital Marketing and how it has emerged to be one of most effective tool for marketing in today's world. The research covers the concepts of marketing and digital marketing and provides an idea about the influence of digital marketing on consumer's mind. Furthermore, the study identifies social networks to be an innovation in the marketing sector. Social media plays an important role in developing a strong and interactive relationship between the organisation and its customers. Moreover, with the help of mixed methodology, the researcher has analysed the studies and identified the impact of digital media and the benefits of using social networks as a means of communicating with customers. Moreover, the research also analysed various tools that can be effective in marketing through social networks in light of the case of Topshop retailers. Overall, the research provides an idea how the social networks are bringing a change in the perception of the marketers, as well as the consumers and how it can be used as an effective and efficient means of communication to provide information with the help of the case study analysis of Topshop retailers, secondary information and questionnaire survey analysis.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Research Background1

Research Rationale2

Research Aims and Objective3

Research Questions3

Research Hypotheses3

Company Profile - Topshop retailers4

CHAPTER 2: LITERATURE REVIEW5

Introduction5

Marketing5

Digital Marketing6

Channels of Digital Marketing8

SEM- Search Engine Marketing8

Online PR9

Online Methods9

Online partnerships10

E-mail Marketing Method10

Viral Marketing11

Interactive Marketing11

Multi-Channel and Digital Media Communication12

The Changing Nature of the Internet12

Digital Face of an Organization13

Emergence of Web 2.015

Social Media Networks16

Social Media Tools for Sharing18

Niche marketing20

From Online Communities to Social Networking20

Social Media Usage among Consumers22

Social Media Usage among Companies22

Facebook Phenomenon23

The Twitter Trend25

Impact of Social Networks26

Social Media Marketing30

Electronic Word of Mouth32

Conceptual Framework33

Diffusion of Innovation Theory35

CHAPTER 3: RESEARCH METHODOLOGY37

Research Methodology37

Application of Methodology37

Research Approach38

Data Collection Methods38

Sampling Technique38

Literature Search39

Data Collection Technique40

Research Strategy for Case Study40

Data Sources40

Limitations40

Analytical Technique41

Ethical Considerations41

CHAPTER 4: DISCUSSION AND ANALYSIS43

Results43

Hypotheses48

Discussion49

Impact of Digital Media Marketing49

Role of Social Media Marketing52

Social Media Marketing as an Effective Tool used by Topshop53

Benefits of Social Media Marketing for Topshop in Fashion Industry56

CHAPTER 5: CONCLUSION58

REFERENCES63

APPENDIX-A67

APPENDIX- B68

CHAPTER 1: INTRODUCTION

Research Background

During the past few years, “Marketing” has dramatically changed. Different innovative technologies, starting from social mobility ...