Dissertation topic about Digital Marketing - Article Example

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Digital marketing holds an integral position in the success of retail business and as a result, many retail executives are enthusiastically investing in different digital…

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Dissertation topic about Digital Marketing

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Subject: Marketing
Type: Article
Level: Masters
Pages: 2 (500 words)
Downloads: 5
Author: auerdeonte

Extract of sample "Dissertation topic about Digital Marketing"

Digital Marketing: How retailers can enhance their competitiveness using the world of technology? Background of the Problem: With advancement in technology, digital marketing has become a critical tool in the retail industry. Digital marketing holds an integral position in the success of retail business and as a result, many retail executives are enthusiastically investing in different digital marketing channels to promote their business and to increase their competitiveness in the market (Alexis Karlin).

The increased dependency of retailers on the use of digital marketing channels has helped them to devise new strategies to expand their business and to target more customers. Digital marketing has facilitated the retailers to target their potential customers by maintaining their online presence on the social media network, through mobile shopping, by introducing email marketing campaigns and mobile promotions and facilitating the existing customers to pay using their mobile phones (Rob Stokes, p.21). However, in this rapidly changing world of technology, it is imperative for the retailers and multinational organizations to devise new strategies that would help them to increase and maintain their competitiveness in the retail industry as well as it would also help them to target their potential customers in a more organized manner.

As a result, this would make a significant impact on the profitability of the business and customer base.Problem Statement: The dissertation will address the problem on how retailers can increase their competitiveness by integrating various digital marketing strategies in their overall business and what could be the possible shortcomings in implementing those strategies. It is imperative to understand that role of digital marketing in reshaping the world of retail industry in this modern era and how retailers can effectively reach their existing and potential customers by using and implementing the digital marketing techniques in their organizations.

The purpose of this study is to explore the different digital marketing techniques introduced in the world of business and how the integration of these techniques can enhance the competitiveness of an organization by reaching to the maximum number of customers and increasing the profitability. Research Questions:1- How retail business can increase their target marketing by communicating to the larger group of people through various platforms like search engine, social platforms and different similar platforms?

2- Retail businesses can integrate their offline marketing to online medium in order to cater larger group of people but how can businesses increase their business sales through this process of digital marketing?3- . Branding is the important part for any business, how a business can increase its branding though the means of digital marketing?4- Businesses usually run offline and online campaigns at the same time, how it is possible to track the percentage of digital marketing efforts from the overall success?

5- Why it is important for not only retail but businesses in general to invest in digital marketing?Academic Gap: The academic gap of the dissertation revolves around the studies and research found in academic and professional journals that discuss the various aspects of digital marketing, its significance in the retail industry, implementation of marketing strategies and the use of tools and technologies available through digital devices and systems. The studies explore that how companies can increase their profitability, enhance their competitiveness and target their potential customers by effectively implementing the technological side of the digital marketing in their organizations and what approaches do they need to use in order to support their marketing and organizational strategy to meet the needs of growing digital marketing in a fast paced world of today.

Works Cited:Stokes, R. eMarketing: The essential guide to digital marketing, 4th Edition. [Available Online] http://resources.quirk.biz/ebookv4/Think/Part1_Chapter1_Digital_Marketing_Strategy.pdf?ac=e6ud39 accessed on 16 Feb 2013Karlin, A. Digital Marketing Channels Highly Important to Retail Marketers. Neolane (2012) [Available Online] http://www.neolane.com/usa/resources/industry-news/articles/digital-marketing-channels-highly-important-to-retail-marketers accessed 16 Feb 2013

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