Digital Marketing as an Effective Tool in Achieving Business Expansion in Covid-19 Era (Case Study: Scib Insurance Brokers.
CHAPTER ONE
Objective of the study
The objectives of the study are;
- To examine how effective is digital marketing during Covid19 pandemic in Scib Insurance Brokers
- To ascertain the relationship between digital marketing and business expansion during Covid19 era in Scib Insurance Brokers
- To investigate if digital marketing is an effective tool in achieving business expansion during covid19 era in Scib Insurance Brokers
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Introduction
In the digital age, the transformation of communication channels is a challenge for all industries, but especially for the communications and marketing industry. As (Rangaswami & Gupta, 2000) commented, “Marketing digitalization is a phase of change in the history of communication”. (Jung, 2009) noted that changes in technology and consumer behaviour have always been the main drivers of change in marketing strategies. In today’s changing digital environment “the speed, relevance and complexity of these elements become very important” (Jung, 2009). To be clear about understanding the definition of “digital marketing”. There is a lot of research on Digital Marketing or online marketing that comes up with many definitions of Digital Marketing. According to Kotler and Armstrong (2009), digital marketing is a form of direct marketing that connects consumers with sellers electronically using interactive technologies such as email, websites, online forums and newsgroups, interactive television, cellular communications and so on. According to (Piñeiro-Otero & Martínez-Rolán, 2016) digital marketing as a projection of conventional marketing, tools and strategies, on the Internet. The digital world and its application to marketing have driven the development of channels, formats and languages that lead to marketing tools and strategies. The Digital Marketing Institute (DMI) refers to digital marketing as “The use of digital technology to create integrated, targeted and measurable communications that help to obtain and retain customers while building deeper relationships with customers” (Royle & Laing, 2014). “Digital marketing is a branch of traditional marketing and uses modern digital channels for product placement, e.g. music that can be downloaded, and especially for communicating with stakeholders, e.g. customers and investors about brands, products and business progress. ” Both of these definitions are useful; the first because it emphasizes the importance of the strategic foundation for each marketing approach that is measurement and integration, and focuses on relationships and communication. The second definition functions for smart strategies and good communication; every use of digital marketing must be effective in promoting products or services (Royle & Laing, 2014). So it can be concluded that digital marketing is marketing products or services using digital channels to reach consumers. The main objective is to promote the brand through various forms of digital media. Digital marketing has become a new phenomenon that unites mass adjustment and distribution to achieve marketing goals.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought Digital Marketing as an effective tool in achieving Business Expansion in Covid-19 era (Case Study: Scib Insurance Brokers)
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was on the Digital Marketing as an effective tool in achieving Business Expansion in Covid-19 era (Case Study: Scib Insurance Brokers. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of Digital Marketing as an effective tool in achieving Business Expansion in Covid-19 era
Summary
This study was on Digital Marketing as an effective tool in achieving Business Expansion in Covid-19 era (Case Study: Scib Insurance Brokers. Three objectives were raised which included: To examine how effective is digital marketing during Covid19 pandemic in Scib Insurance Brokers, to ascertain the relationship between digital marketing and business expansion during Covid19 era in Scib Insurance Brokers and to investigate if digital marketing is an effective tool in achieving business expansion during covid19 era in Scib Insurance Brokers. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of Scib Insurance Brokers, Lagos. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up managers, marketer, senior staff and junior staff was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Digital marketing has grown rapidly. Advances in information technology have changed many aspects of business, marketing activities, and gave birth to online transaction methods. During the covid pandemic 19, businesses have transformed transactions through digital marketing. At the time of the pandemic has accelerated the growth of digital marketing which has an impact on changing consumer behaviour towards online transactions. However, the development of digital marketing must obey and be guided.
Recommendation
The characterization of digital marketing from business perspective will open new avenues for future research and will make researchers more theoretically sensitive to the ontological and epistemological assumptions underlying business marketing research. But the limitations of the study of digital marketing context are very rare. Practical implications, practitioners must realize that technological advances have given birth to a transaction method known as digital marketing so that it is an opportunity for business people to evaluate data and use digital marketing to improve their marketing.
References
- Abdullah, J. Bin, Hamali, J. H., & Abdullah, F. (2015). Success Strategies in Islamic Marketing Mix. Journal of Islamic Marketing, 6(3), 480–499. https://doi.org/10.33736/ijbs.581.2015
- Ahmed, M., & Jan, M. T. (2015). Applying the factor analytical approach towards Aaker’s brand personality model from an Islamic perspective. Malaysian Management Review, 50(1), 49–63.
- Ahmed, M., Tahir, M., Ahmed, M., Tahir, M., Ahmad, M. F., Kashif, M., Run, E. C. De, Rehman, M. A., Ting, H., Ahmad, A. N., Yang, T. A., Nadiah, W., & Abdullah, W. (2015). An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study. Journal of Islamic Marketing, 6(3), 388–405.
- Ahmed, S. (2015). the Effects of Marketing Mix on Consumer Satisfaction: a Literature Review From Islamic Perspectives. Turkish Journal of Islamic Economics, 2(1), 17–17. https://doi.org/10.15238/tujise.2015.2.1.17-30
- Arham, M. (2010). Islamic perspectives on marketing. Journal of Islamic Marketing, 1(2), 149–164. https://doi.org/10.1108/17590831011055888
