Using Digital Marketing to Complement Traditional Forms of Marketing - Research Proposal Example

MARKETING RESEARCH Research Proposal Using digital marketing to complement traditional forms of marketing to increase sales Name: Institution: Course: Date: Abstract The aim of this study is to investigate if the use of digital media has a direct impact in increased sales. With the increasing level of competition in the market, the use of digital media has become a common channel of reaching the target market (Edelman 2007). In order to come up with an in-depth conclusion, both qualitative and quantitative methods will be used to collect data. On the other hand, statistical tools such as SPSS and regression analysis will be used to analyze the data. The major objectives of the study will be to determine whether marketers can use the digital media with the aim of increasing sales. This will be conducted through determining the perceptions of the customers towards the new form of marketing. Contents Contents 3 4.0 Time Scale (Ghatt chart) 12 5.0 The Objective of the Study 14 5.2 Specific Objectives 14 10.0 Ethical Consideration 16 QUESTIONNAIRE 20 1.0 Title: Using digital marketing to complement traditional forms of marketing to increase sales 2.0 Introduction With the increasing levels of globalization resulting from liberalization of markets, efficient flow of information, and integration of economies, the level of competition in the market has increased tremendously. These results from the entry of multinational companies which have huge financial base to enable them penetrate the market, position their products strategically and attract customer loyalty towards their products. As a result, the local companies have found it very difficult to compete with these companies which have experience in the global market. On the other hand, the competition has driven up the price for marketing the products. Various media houses have raised the cost of advertising in order to reap the benefits of increased demand for their services. Nevertheless, with majority of the consumers being the youth, there is an opportunity of using digital media in order to reach target market (Fogel & Nehmad 2009). Currently, the level of technology in the market has increased immensely. Various innovative technologies have entered the market. Various electronics have enabled people to communicate effectively. Furthermore, they have opened up new-digital marketing strategies which are cheaper than the use of print, audio, and visual media to reach the customers. However, for the organization to achieve this objective, various important aspects such as the consumption behavior of the people, their culture, and their beliefs must be incorporated in order to attract them towards the products. The digital media has provided a platform whereby, the marketing department can be able to collect crucial information concerning the market behavior (Fenwick & Wertime 2013). Moreover, it provides a channel that enables the companies to interact directly with the customers, an aspect that makes it possible for the firms to produce products that will satisfy their interests. 3.0 Literature review Research indicates that digital media has reduced the costs of marketing by the company. For instance, the introduction of digital billboards, television, and radio has revolutionized the advertising sector. Initially, there were only few companies that were airing the advertising messages for the few companies that dominated the market. Nevertheless, this aspect has changed with the entry of many channels which have made it possible for the firms to reach a huge market. The traditional media excluded some firms due to their charges. This created a barrier for entry for some businesses. With the increasing levels of competition in the market, many businesses have been establishing subsidiaries in overseas in order to reduce risks and expand their profit benefits. As a result, the internet has become an important tool in making this process a success. The internet has enabled video conferencing. This is the use of computers to provide a video link to more than two people. This enables both video and visual communication. This technology has enabled many companies in the world to be able to manage more than one subsidiary as it is able to give out instructions to be followed (Chevalier & Mayzlin 2003). It has also enabled the headquarters of the company to conduct meetings with different subsidiaries across the world without the need to move physically. This has contributed immensely in the growth of the businesses in the world. In addition, the marketers are using the technology to disperse their messages to the customers. The internet has become a special tool in marketing. Through online marketing, the businesses have been able to market their products to the customers who are spread all over the world. The internet has also enabled businesses to receive feedbacks from the customers, an aspect that has enabled them to make changes in order to meet the changing tastes and preferences of the market. Through the internet, social media, digital billboards, emails, digital TV, and radio have become a very important tool for marketing the company’s products. Companies are currently advertising their products through social media. Also, the customers are able to air their grievances concerning the quality of the products (Barnes & Barnes 2010). This has played a crucial role in enabling the business to increase customer loyalty. The internet has encouraged direct marketing. Initially, businesses relied on middlemen to reach their customers. Nevertheless, with the entry of the internet in the globe, companies have been able to interact with the customers, therefore, removing the role of middlemen in the business. This has contributed to increase in the overall revenue for the business. Furthermore, customers relied on information from the second person, an aspect that could have given an advantage to a competitor. Nevertheless, with the entry of the internet, companies have been able to establish their websites thereby, making it easy for the customers to get access to crucial information concerning the company's products or services. The internet has also enabled businesses to set online chats where they can be able to interact with the customers and take orders. The websites have also been used as marketing platforms. The internet has become an important tool for research. Businesses use the internet in research about new products, methods of creating new products, and pricing information. The internet has also become important in researching about competitor's pricing and products. This enables the businesses to upgrade their systems and make them effective in order to increase its competitiveness in the market. The Internet is also an important tool in locating the target customers, and learning about their characteristics. This has become crucial in digital marketing. Decisions on the media selection and planning are increasingly becoming complex and challenging. Marketing managers indicate that there is a stronger need to have flexible communication plans. Corporate are investing in social bonding and carefully choosing the marketing media. Rising levels of globalization has caused companies to turn to marketing strategies which are internationally acceptable (Boyd & Ellison 2007). Social marketing is important when promoting environmental friendly strategies. Social media marketing entail the use of the virtual space and mobile applications. Transition of social media to marketing communications medium is been contributed by technological drivers like the bandwidth. Internet reaches the global target market leading to increased revenues. Social media is no longer the domain of the young generation. Older generation has continued to participate in social network sites like Facebook and Twitter. Social media influence promises a marketing revolution. The use of social media sites and consumers searching online is capable of getting the particulars of the products. The social media is becoming effective through integrative marketing (Edelman 2007). Online relationship marketing requires the facilitation of dialogue, interaction and communication. The emerging social media tools for social media marketing include webinars and real-time video training. A compelling example is the marketing campaign by the Toyota team. The company has used social media and internet marketing to address the consumer concerns. The company has made customs products for different markets to meet the market demands around the world (Constantinides & Stagno 2011). The brand has also built a strong reputation and brand identity over the years. Social media has been a strong marketing tool in presenting Toyota as a strong brand. Unlike physical business which is limited to a specific space, online business attracts customers emanating from different parts of the world. This is because anyone who has access to the internet can be able to order goods from such a company. On the other hand, the increasing change of the buying behavior especially by the youth is giving e-businesses an opportunity to serve a huge market. This aspect has seen a large number of multinational companies which have huge financial base to segment the market, position their products strategically in the market, and attract the customers towards their products shift their attention towards online businesses. Currently, customer relationship management has become an important concept to many businesses. Specialized e-tailers such as Dogtopys.com have an advantage because unlike physical businesses which have to wait for the customers to visit their stores in order to understand their reaction towards a product or service, online businesses can use the platform to communicate with the customers. For instance, Dogtopys.com has created their website in such a way that customers can initiate a chat with company representatives in order to air their grievances or give their feedback to the firm (Fogel & Nehmad 2009). This aspect is crucial in enabling the business to make the necessary changes that will satisfy the interests of the target market. In addition, the business can use the platform to conduct research concerning the consumption behavior of the market. International market requires experienced human resource. Once a business strategizes on entering into an international market, it must hire experienced personnel who will be able to learn different tastes and preferences of the customers located in various parts of the world. For instance, Coca-Cola Company employs human resource who resides in the location of the market. This is because the local employees are able to understand local people's cultures and needs (Mangold & Faulds, 2009). As a result, they are able to put in place the necessary strategies to attract the target market towards their products. Social media has been crucial in enabling the business to advertise the vacancies, an aspect that has made it possible for the businesses to recruit qualified personnel to run the firms. International marketing involves recognizing and appreciating the fact that people located in different parts of the world have varying needs. While companies such as BIC and Gillette have international brands that are well recognized, other firms have different products for specific markets. Marketing in these areas requires different skills depending on the customers’ consumption behavior (Ghose & Yang, 2009). Therefore, selling tactics should be unique. They should also respect local religion, race, and culture. Social media has provided a platform for the subordinates to research and learn the culture of the local population. This has made it easier for the businesses to penetrate the market. During the internationalization process, many company lacks crucial information on the new market. Many businesses have failed to penetrate the market due to lack of information concerning the local culture. However, social media provides an initial relieve for new businesses. This is through enabling them to conduct research on a new market. This is crucial in ensuring that the market behavior is well understood, and the tastes and preferences of the market are known. This reduces the risks and uncertainties associated with entering a new market. Firms entering the international market must have adequate resources to conduct effective marketing campaigns. In a global market, many players have wide experiences having dealt with different markets in the world. For an organization to compete with such businesses, it must be creative. This is through coming up with innovative marketing tactics that will attract more customers towards the products (Fenwick & Wertime 2013). Product features must also be changed frequently. This is to ensure that they fit with the current demands and market interests. Social media has enabled the business to market the need for new ideas. These ideas have kept the businesses being competitive in the market. International advertising is important in creating an international recognized brand. Currently, the world market is shifting towards online marketing. International marketing, which aims at reaching a diverse population, uses an online platform to advertise its products. Entry of social media has also provided a crucial link to reach the young people who form the largest market segment. Therefore, global brands have taken this opportunity to advertise on social media and collect crucial feedback from the clients. The feedbacks are important in enabling the firm to produce products that satisfy the interest of the market. It also gives the opportunity for the business to identify any changes in the market that can affect the performance of the product. International marketing using social media involves a process that starts with choosing the overseas target market. In order to plan on how to market the products, it is important to analyze different markets and come up with a conclusion of areas that need intensive marketing. In most cases, international marketing targets areas with high levels of competition. Some of the important aspects that need to be taken into consideration include cultural, economic, political, and market risks. The firm must also consider the local language of the regions. Once these factors are outlined, an effective plan is created, and adequate resources set aside. Qualified personnel should also be selected and given the guidelines to follow during the marketing process. Social media helps a firm to accomplish this mission by providing a platform whereby the subordinates can interact with the customers in order to understand their interests and cultural values. One of the major objectives of this paper is to determine whether the marketers can utilize digital platforms in order to reduce the cost of doing business. The marketing department has been the largest spender of the company's budgets. As a result, this report will analyze the impact that digital media will have on the performance and overall profit of the firms. 4.0 Time Scale (Ghatt chart) Activity Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Designing the research problem and objectives Designing research methodology Literature review Data collection and analysis Report writing and submission 5.0 The Objective of the Study 5.1 General Objective: Using digital marketing to complement traditional forms of marketing to increase sales 5.2 Specific Objectives To identify whether digital media can change the consumption behavior of the target market To determine if digital media is more effective and cheaper than traditional media To determine whether the use of digital media can lead to increased sales 6.0 Research Question To assist in investigating how marketers can utilize digital marketing such as digital billboards, digital television and radio, social media, SMS, email and the internet to increase sales and engage with consumers, the following research questions are useful: 1. How can marketers use the various forms of digital marketing to increase sales? 2. Does digital marketing have a significant impact on sales? 3. What is the attitude and perception of consumers regarding the various forms of digital marketing? The following hypotheses were raised from the research question: H01: Marketers who use various forms of digital marketing record no significant increase in sales. H02: Digital marketing has no significant impact on sales. H03: There are no significant perceptions and attitudes by consumers regarding various forms of digital marketing. 7.0 Methodology In order to get in-depth information concerning the topic of study, quantitative concept will be used. This will be crucial in creating a hypothesis that will be easily tested. This will be significant in deriving an inclusive conclusion that can be used in decision making. Quantitative method will focus on data collection and analysis in order to identify various variables that affect the topic of study. The nature of the problem can only be understood through exploratory research. The use of sampling ensures a reduced survey bias through the use of focus groups. It also ensures that the ideas from a broad spectrum have been used before making the final findings and conclusion. The wide amount of views is important in ensuring that questionnaire constructed is of conventional standards. The group will be developed through in-depth consultation. A focus group shall be having a membership of eight members. The discussions shall be taped. The questionnaire shall have a complementary role for the acquisition of the targeted information. The aim shall be to get a wide range of opinions. Questionnaires will design, to collect fundamental factors about consumer perceptions on digital marketing. Based on the research objectives, self-constructed five –item structured questionnaire is imperative. The questionnaire shall be prepared to use 5- point Likert scale. The questionnaires shall have an open section where the consumers and designers discuss their experiences. Qualitative research will need a systematic way of coding, organizing, analyzing and organizing the non-numerical data. Research shall capture the sentiments from stakeholders that use a digital platform. The research shall use both print and electronic sources. 8.0 Data Analysis Statistical tools will be used to analyze data. For instance, Statistical Package for the Social science (SPSS) will be used to understand the correlation between various variables. In addition, regression analysis will also be used as a way of getting the influence of each variable in comparison with the traditional advertising methods. Both of these methods will help in identifying if the digital media variable has a direct impact on the overall sales of the company. This will be significant in coming up with an exhaustive conclusion that will be significant in decision making. 9.0 Limitations One of the major limitations is a lack of adequate cooperation from some respondents. Some respondents might feel that answering questionnaire is time-consuming. In addition, some of them might not be willing to fill all questions. This aspect might affect the credibility of the study. Currently, there are many forms of digital media. As a result, it will be difficult to use all of them. On the other hand, it will be hard to select the best media to use in the study. The selection process might be time-consuming. 10.0 Ethical Consideration Ethical issues will be considered in order to ensure that the research is credible and reliable for decision making. Many respondents may feel that the information collected might be used against them. As a result, personal information about the respondents will not be revealed to any third party. This will create confidence among the respondents. In case the employees are interviewed, the interview will be conducted far from their seniors. In addition, they will be interviewed individually. This will be crucial in ensuring that they are not intimidated by the presence of other people. This will ensure that they provide accurate information. On the other hand, customers’ identity will be concealed as a way of maintaining their confidentiality. 11.0 References Barnes, N. D., & Barnes, F. R. 2010. Equipping your organization for the social networking game. IEEE Engineering Management Review, 43(6). Boyd, D., & Ellison, N. B. 2007. Social Network Sites: Definition History and Scholarship. Journal of Computer-mediated Communication, 13(1), 210-230. Chan, N. L., & Guillet, B. D. 2011. Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel & Tourism Marketing, 28(4), 345-368. Chevalier, J. A., & Mayzlin, D. 2003. The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354. Constantinides, E., & Stagno, M. C. 2011. Potential of the social media as instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24. Edelman, D. C. 2007. From the Periphery to the Core: As Online Strategy Becomes Overall Strategy, Marketing Organizations and Agencies Will Never Be the Same. Journal of Advertising Research, 47(2), 130-134. Fenwick, I., & Wertime, K. 2013. Digimarketing: The essential guide to new media and digital marketing. Hoboken, N.J: Wiley. Fogel, J., & Nehmad, E. 2009. Internet social network communities: Risk taking, trust, and privacy concerns. Computers in Human Behavior, 25(1), 153-160. Ghose, A., & Yang, S. 2009. An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets. Management Science, 55(10), 1605-1622. Mangold, W. G., & Faulds, D. J. 2009. Social media: The new-hybrid element of the promotion mix. Business Horizons, 52(4), 357-364. QUESTIONNAIRE Digital Marketing We are conducting research on how often you use social media and other digital media to seek information concerning the firm or a product of choice. Your views would be highly valuable to us. All information provided will be kept confidential and will not be disclosed to any other company or individual. The information collected will be used by different firms in order to improve service delivery and customer relations. 1) Gender (Please tick) Male Female 2) What is the level of satisfaction when you use digital media” Low Medium High 3) Is digital marketing more effective than the traditional form of marketing? Yes No If not, what other services would you like provided in the future__________________. 4) How often do you use social media to get information on the firms and products? Often Not Often 5) What is the most-popular social media you use for information? Facebook Google plus None Twitter Other Specify _________________________. 7) How satisfied are you with internet marketing? Low Medium High 8) Do you think businesses should invest more on social media marketing? Yes No If not, why? ___________________________. 9) Are you satisfied with how the employees of firms you have visited handle internet marketing? Yes No If not, why? ___________________________________________________________. 10) Do you consider the current social marketing effective? Yes No Thank you for your time…. Read More