It was identified that a framework, which small businesses in the daily deal industry could utilise as an online marketing guide and containing an overview of the most effective online marketing channels, was missing in the literature. The aim of this report was therefore to identify the most effective online marketing channels that small businesses in the online daily deal industry in the UK and USA can utilise to acquire new customers.
The findings are based on data collected and analysed from a small daily deal firm, as well as numerical data from various sources and literature that focuses on effective online marketing channels in regards to the daily deal industry.
Based on these findings a framework containing the most effective online marketing channels was developed. It was concluded that a fully optimised website might be the most effective online marketing channel, followed by inhouse
e-mail, Search Engine Optimisation, Facebook, affiliate marketing, referral marketing and guerrilla/viral marketing. Other types of marketing activities can be initiated after these channels have been engaged, according to the framework.
It is intended that small firms in the daily deal industry can use the framework as a guideline to plan their own online marketing activities. Although care must be taken, as each firm is different.
Inhaltsverzeichnis (Table of Contents)
- Chapter 1: Introduction
- Chapter 2: Literature Review
- 2.1 Introduction
- 2.2 Types of online promotion channels
- 2.2.1 Website
- 2.2.2 Search Engine Marketing
- 2.2.3 Online public relation (PR)
- 2.2.4 Online Partnerships
- 2.2.5 Social media marketing
- 2.2.6 Online advertising
- 2.2.7 E-mail Marketing
- 2.2.8 Online viral marketing
- 2.3 The most effective marketing channel: numerical data
- 2.4 Conclusion
- Chapter 3: Research Methodology
- 3.1 Introduction
- 3.2 Research philosophy
- 3.3 Research approach
- 3.4 Research strategy
- Chapter 4: Data finding and analyses
- Chapter 5: Comparison of findings with literature review
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to identify the most effective online marketing channels for small businesses in the daily deal industry in the UK and USA to acquire new customers. It addresses a gap in the literature by creating a framework guiding small businesses in their online marketing strategies. The research utilizes both quantitative and qualitative data from various sources including a case study of a single daily deal firm.
- Identifying the most effective online marketing channels for any business.
- Analyzing the effectiveness of online marketing channels specifically within the daily deal industry.
- Comparing the findings with existing literature on online marketing channels.
- Developing a framework for small daily deal businesses to utilize effective online marketing strategies.
- Assessing the differences in effectiveness of certain channels between general business and the daily deal industry.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction: This chapter introduces the research's central aim: to identify the most effective online marketing channels for small businesses within the daily deal industry in the UK and USA. It highlights the absence of a comprehensive framework in existing literature to guide these businesses. The chapter outlines the research objectives, research questions, the dissertation's structure, its contribution to academia, and the scope of the study. It sets the stage for the subsequent chapters by defining "effectiveness" in the context of online marketing and clearly stating the research problem.
Chapter 2: Literature Review: This chapter explores existing literature on effective online marketing channels across various industries and business sizes. It examines a wide range of channels, including websites, search engine marketing (SEM), online public relations (PR), online partnerships, social media marketing, online advertising, email marketing, and viral marketing. The review analyzes numerical data concerning channel effectiveness and prepares the ground for a focused investigation of the specific needs and challenges of small businesses in the daily deal industry. The chapter culminates in identifying preliminary key channels, laying the groundwork for further empirical investigation.
Chapter 3: Research Methodology: This chapter details the research approach employed to answer the research questions and achieve the objectives outlined in Chapter 1. It describes the research philosophy (pragmatism), approach (deductive), strategy (case study and structured research), and the methods of data collection (primary and secondary) and analysis (manual and using industry sources). The justification for choosing these methods is clearly presented, showing the researcher’s thoughtful consideration of various options and their suitability for the research aims. This establishes the credibility and rigor of the research process.
Chapter 4: Data finding and analyses: This chapter presents the findings derived from analyzing both primary and secondary data. Primary data included numerical data from a small daily deal company's Google Analytics account. Secondary data comprised numerical data from external surveys and relevant literature within the daily deal industry. The chapter ranks the effectiveness of different online marketing channels for small daily deal businesses, providing a detailed analysis of the data and explaining the rationale behind the ranking. The results offer a nuanced understanding of channel effectiveness specific to the daily deal industry.
Chapter 5: Comparison of findings with literature review: This chapter compares and contrasts the findings presented in Chapter 4 with the literature review findings presented in Chapter 2. It identifies areas of consistency and divergence, highlighting where the empirical findings confirm or challenge the general understanding of effective online marketing channels derived from previous research. The chapter discusses the implications of these similarities and differences, offering a valuable insight into the specific dynamics of the daily deal industry. It aims to create a richer and more detailed understanding of what methods are most effective, and why there may be variations compared to broader business models.
Schlüsselwörter (Keywords)
Online marketing channels, daily deal industry, small businesses, UK, USA, customer acquisition, website optimization, email marketing, search engine optimization (SEO), social media marketing (Facebook), affiliate marketing, referral marketing, viral marketing, online marketing framework, quantitative research, qualitative research, case study.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this dissertation?
This dissertation focuses on identifying the most effective online marketing channels for small businesses in the daily deal industry in the UK and USA, aiming to acquire new customers. It addresses a gap in existing literature by creating a framework to guide these businesses in their online marketing strategies.
What are the key objectives of the research?
The key objectives include identifying the most effective online marketing channels for any business, analyzing their effectiveness within the daily deal industry specifically, comparing findings with existing literature, developing a framework for small daily deal businesses, and assessing differences in channel effectiveness between general business and the daily deal industry.
What online marketing channels are explored in the dissertation?
The dissertation explores a wide range of online marketing channels, including websites, search engine marketing (SEM), online public relations (PR), online partnerships, social media marketing, online advertising, email marketing, and viral marketing. The effectiveness of each is analyzed, particularly within the context of the daily deal industry.
What is the research methodology employed?
The research employs a pragmatic research philosophy and a deductive approach, using a case study strategy along with structured research methods. Both primary (numerical data from a daily deal company's Google Analytics) and secondary data (from external surveys and literature) are collected and analyzed (manually and using industry sources).
How are the findings presented and analyzed?
Chapter 4 presents findings from analyzing both primary and secondary data, ranking the effectiveness of different online marketing channels for small daily deal businesses. This analysis provides a detailed explanation of the ranking and a nuanced understanding of channel effectiveness specific to the daily deal industry.
How are the findings compared to existing literature?
Chapter 5 compares and contrasts the findings with the literature review, identifying areas of consistency and divergence. It highlights where empirical findings confirm or challenge existing understanding of effective online marketing channels, offering insights into the specific dynamics of the daily deal industry and explaining variations compared to broader business models.
What is the overall contribution of this dissertation?
The dissertation contributes to academia by filling a gap in the literature. It provides a framework for small daily deal businesses to improve their online marketing strategies and offers a nuanced understanding of the effectiveness of various online marketing channels within the specific context of the daily deal industry.
What are the key words associated with this dissertation?
Key words include: Online marketing channels, daily deal industry, small businesses, UK, USA, customer acquisition, website optimization, email marketing, search engine optimization (SEO), social media marketing (Facebook), affiliate marketing, referral marketing, viral marketing, online marketing framework, quantitative research, qualitative research, case study.
What chapters are included in the dissertation?
The dissertation includes the following chapters: Chapter 1: Introduction; Chapter 2: Literature Review; Chapter 3: Research Methodology; Chapter 4: Data finding and analyses; Chapter 5: Comparison of findings with literature review.
- Quote paper
- Beway Bakir (Author), 2015, The Most Effective Online Marketing Channels in the Daily Deal Industry. How Small Businesses Can Acquire New Customers in the UK and the US, Munich, GRIN Verlag, https://www.grin.com/document/303702
