“Effectiveness of Open Source Systems in Digital Marketing”

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CONTENTS

Introduction3

Problem Statement4

Scope of the Research4

Research aim and objectives5

Research Questions5

Literature Review6

Software in Digital Marketing7

Methodology8

Contributions/Beneficiaries8

Research Planning and Scheduling9

Risk Assessment and Ethical Considerations9

Signposting of the Research10

Time Plan11

References13

Effectiveness of Open Source Systems in Digital Marketing

Introduction

This research proposal aims to present the comprehensive account of the effectiveness of open source systems in digital marketing. The evolution of internet has divided the marketing into two broad categories of traditional (offline) and online marketing. It can be argued that new consumers in developed countries are more demanding and responsible as compared to traditional consumers (Voinea & Filip, 2011). However, marketers are still largely using traditional marketing strategies, which the new consumers find irrelevant, or even irritating (Cherkoff, 2005). With the implementation of basic marketing principles, it is significant for the marketers to understand the attention-deficit consumer in order to reach a diverse range of consumers for marketing a particular product or service. Marketers are required to develop ways to interact with the new group of consumers in order to gain control of the large market.

The use of open source enables the marketer to gain full control of the data as well as the presentation of the data (Zhang, Cheng & Boutaba, 2010). Open source marketing also encourages openness through discuss with the consumers. There might be different needs of different people such as the needs of a healthcare professional locating a medical journal and a reader browsing the medicine specifications are different. Thus, open source systems are being effectively used in the digital marketing to allow collaboration of marketers with the consumers.

The proposal elucidates on the background research on open source systems, their use in digital marketing, as well as, the identified problem. The introduction will primarily focus upon the background research, problem statement, and scope of the proposed research, aims and objectives, the research questions, methodology, research planning and scheduling, risk assessment and the outline of the remaining study. In addition, the paper also presents a Gantt chart representing the stages and time for the completion of the paper.

Problem Statement

There could be various factors that may impact the effectiveness of OSS projects such as, the intentions and motivations of developer to create a project and continue involvement, the controlling procedures, development process and the structure of project communities (decision-making authority, direction tools, division of labour and philosophy and ideology of community members) (Stewart & Gosain, 2006; Wu, Gerlach & Young, 2007). However, the proposed research seeks to understand the effectiveness of OSS in digital marketing by highlighting the experiences of firms in employing open source systems for competing with digital marketing.

Scope of the Research

The scope of the proposed study will revolve around the use of open source systems in digital marketing of published content. The open source content management systems (OSCMS) will be explored to understand their use in electronic and digital publishers or content providers. The examples of OSCMSs include WordPress, Joomla and Drupal etc. It can be argued that business organisations have long been dependent ...