Innovation in Digital Marketing - A Case Study of Topshop UK

by

[Tilak Bhattarai]

[5954]

[Faculty Name]

[Department or School Name]

[Month Year]

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

Research Background1

Rationale for Study1

Research Aims and Objective2

Research Questions2

Research Hypotheses3

Company Profile - Topshop retailers3

CHAPTER 2: LITERATURE REVIEW4

Introduction4

Marketing4

Digital Marketing5

Channels of Digital Marketing6

SEM- Search Engine Marketing6

Online PR7

E-mail Marketing Method7

Viral Marketing8

Digital Marketing and Multi-Channel Communications8

The Changing Nature of the Internet9

Social Media Networks9

From Online Communities to Social Networking11

Social Media Marketing13

Conceptual Framework14

CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY15

Research Methodology15

Data Collection Methods15

Sampling Technique15

Literature Search16

Data Collection Technique16

Research Strategy for Case Study16

Limitations17

Analytical Technique17

Ethical Considerations17

Timetable18

REFERENCES19

APPENDIX22

CHAPTER 1: INTRODUCTION

Research Background

During the past few years, Marketing has dramatically changed. Different innovative technologies, starting from social mobility and social media to rich digital media devices and other user interfaces, have been transforming and continuously changing the ways in which business and consumers interact with each other. Hence, the way marketers interact with their customers (Fifield & Gilligan, 2006, 45). Therefore, digital marketing is becoming a major concern for the marketers everywhere around the world. In order to attract consumers, marketers need to become extensively responsive and adaptive. They have realised that success can be achieved through innovative real-time links with the customers, personalised and integrated brand experiences and websites and better customer intelligence (Richard & Moore, 2004, 56).

This research carries a detailed description about digital media marketing and how the innovation of social media networks has impacted the world of marketing. Furthermore, by analysing the case of Topshop - a British retailer, the importance of digital media will be understood.



Rationale for Study

With increasing competition, organisations have been striving to attract more and more customers. They are developing various strategies to build up strong relationships with their customers. Therefore, digital media marketing has been increasingly gaining importance as an effective marketing tool these days. This study is based on devising various effective tools for digital media marketing.

The purpose of this research is to identify how social media marketing is affecting the marketing trends. It will provide assistance for organisations to develop their strategies accordingly. It is expected that the research will help the marketers in understanding the benefits of social media and how they can effectively communicate and attract customers by using social media as a strong marketing tool.

Research Aims and Objective

The aim of this research is going to be based on analysing the changes occurring in digital marketing. The objectives of this research are:

To analyse the impact of digital marketing

To understand how social media can be used as an effective tool by Topshop retailers

To analyse the benefits of social media marketing for Topshop retailers in Fashion Industry

Research Questions

Research questions are formed in the beginning of the research since, the research findings are based on analysing the research questions. Research question for this study are stated below:

What is the impact of digital marketing?

What is the role of social media marketing?

How Social Media Marketing can be used as an effective marketing tool by Topshop?

What are the benefits of social media marketing for Topshop retailers in Fashion Industry?

Research Hypotheses

Digital media has a significant impact on consumers

Social media marketing ...