The Effectiveness of Digital Marketing Technology within SMEs

By

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

Internet Marketing technologies have significantly improved the way organizations distribute goods and services, communicate with customers, and promote their goods and services.

The aim of this research is to investigate the creation of competitive advantage through a digital experience strategy. Digital marketing activities are thought to offer an unparalleled access to real time information about what people search for, what they buy, where they buy it, and how they make their purchase decisions.The marketing concept has been of substantial importance in academic literature for many years. The traditional 4Ps (product, price, place and promotion) marketing mix has dominated marketing theory for many years and it is still a widely accepted and used concept by practitioners and academics. Digital marketing has proved to be very effective as the interviews with the marketing managers also shows that there has been a rapid expansion in business and through this technology there has been a huge impact on the business growth the digital marketing activities.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER NO 1: INTRODUCTION1

Introduction1

Reason behind Chosen Research Area1

Purpose of the Study2

Research Aim3

Research objectives3

Contribution to the study3

CHAPTER NO 2: LITERATURE REVIEW5

Marketing Principles and Society5

Introduction5

Evolution of Marketing6

Marketing Mix - E-Marketing Mix10

Relationship Marketing - Customer Relationship Management Model11

Conclusion14

Brand Loyalty and Corporate Identity15

Introduction15

Development of branding15

Corporate Branding20

Visual Identity21

Brand Relationships22

Brand Loyalty23

Conclusion25

Digital marketing within SMEs26

Introduction26

Definition of SMEs26

Evolution of electronic marketing29

Digital Marketing Activities31

Benefit of Digital technology to SMEs35

Conclusion36

CHAPTER NO 3: METHODOLOGY38

Introduction38

Research aim38

Research objectives38

Market research39

The research process39

Research paradigm40

Research approach41

Research methods42

Primary research43

Secondary research43

Quantitative45

Qualitative46

Semi-structured48

Justification for chosen method48

Sample criteria49

CHAPTER NO 4: RESULTS AND ANALYSIS51

Impact of Technology on the Marketing Strategy51

Digital Brand Experience Strategy51

Processes and Tools to implement digital marketing52

Effectiveness of digital marketing53

CHAPTER 5: CONCLUSIONS, LIMITATIONS AND RECOMMENDATIONS54

Conclusion54

Limitations55

Recommendations55

REFERENCES56

APPENDICES62

Interview62

CHAPTER NO 1: INTRODUCTION

Introduction

This part of the research will highlight the motivation behind the authors chosen research area as well reviewing the purpose of the study. The research aim and objectives will be outlined as well as identifying what type of contribution this thesis is expected to make to the research area. A brief overview of the methodology will also be provided.

Reason behind Chosen Research Area

In this global era of digitization, to the way we communicate has changed. Instead of buying stamps and envelopes paste, communicate to the sound of a click through email, or chat. Phone calls have been reduced to text messaging, which can now be accompanied by a video. And if we know the life of a friend or family member to the wall just enter the social network of our choice. Between businesses, this evolutionary change has resulted in higher expectations ...