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.
Table of Contents
Abstract
Summary of dissertation by chapters
Acknowledgements
Chapter 1: Introduction
1.1 Research aim
1.2 Structure
1.3 Defining effectiveness
1.4 Benefits to academia and scope
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
3.5 Choices
3.6 Data collection
3.7 data analysis
3.8 Limitations
3.9 conclusion
Chapter 4: Data findings and analyses
4.1 Introduction
4.2 Collection of data through Google Analytics
4.2.1 Social and Direct
4.2.2 Referral
4.2.3 Organic
4.2.4 Affiliate and Paid Search
4.2.5 E-mail
4.2.6 Interpretation of results from MisterDrinkster's data collection
4.3 Supporting data collection; numerical and non-numerical.
4.3.1 Search Engine Marketing
4.3.2 Email marketing
4.3.3 Social Media
4.3.4 Online Word of mouth and Referral
4.3.5 Online partnerships
4.3.6 Website and blogging
4.3.7 Online PR and Advertising
4.3.8 Guerrilla marketing and content marketing
4.4 Interpretation of analysis and conclusion
Chapter 5: Comparing findings with the literature review
Chapter 6: Conclusion
6.1 Limitations and future research
7 Personal Reflection
8 References
9 Appendices
Research Objectives and Focus Areas
This dissertation aims to identify the most effective online marketing channels that small businesses within the daily deal industry in the UK and USA can utilize to acquire new customers. The primary objective is to bridge the existing gap in literature regarding a specific marketing framework for these enterprises.
- Identification of effective online marketing channels for daily deal businesses.
- Comparison of theoretical findings with empirical data from a case study (MisterDrinkster).
- Development of a circular model framework to guide small daily deal firms.
- Evaluation of digital marketing strategies including SEO, e-mail marketing, social media, and affiliate partnerships.
- Analysis of customer acquisition efficiency within a highly competitive industry.
Excerpt from the Book
2.2.6 Online advertising
Several authors (e.g. Boone & Kurtz, 2015; Kalbach, 2008; Wang et al., 2002) argue that the efficiency of online advertising, especially online banners, is low compared to other types of online marketing channels. For example, Boone and Kurtz (2015) conclude that the response rate for online advertising (0.5%) is lower than the response rate for direct e-mails (1.5%). Thus, reviewing the work of the above-mentioned authors, the following are the reasons why online advertising might not be effective as an online marketing channel:
Low click through (people who click on the banner).
High cost per purchase (people who purchase after viewing the banner) compared to other forms of online marketing.
Banner blindness (that people ignore or do not recognise the banner).
Can be annoying for viewers.
Nevertheless, Taylor (2013) states that many forms of online advertising exist (e.g. display ads, rich media ads, search marketing ads, social media ads) and argues that the effectiveness of each of them varies (Shimp and Andrews, 2013). Nevertheless, Boone and Kurtz (2015) and Shimp and Andrews (2013) argue that search marketing is one of the most effective forms of online advertising. Furthermore, Shimp and Andrews (2013) and Michael and Salter (2008) conclude that high affinity ads including video advertisement, rich media advertisement and newer forms of display ads, such as real-time bidding combined with remarketing, are also becoming more effective types of online advertising because of their ability to show individualised advertisements. However, concern about intrusiveness (tracking users online in order to be able to present individualised ads) and the annoyance factor are raised as growing problems (Shimp and Andrews, 2013). Moreover, Taylor (2013) argues that if advertising campaigns on social media are set up correctly, effective results can be obtained.
Chapter Summaries
Chapter 1: Introduction: This chapter establishes the research aim to identify effective marketing channels for small daily deal firms and outlines the research objectives and questions.
Chapter 2: Literature review: This section reviews existing literature on digital marketing channels to establish a theoretical foundation and identifies that a framework for the daily deal industry is missing.
Chapter 3: Research Methodology: This chapter describes the research philosophy and strategy, justifying the use of a pragmatic, deductive approach involving a case study of MisterDrinkster.
Chapter 4: Data findings and analyses: This chapter presents and interprets the primary data collected via Google Analytics and supporting secondary data to evaluate the performance of various marketing channels.
Chapter 5: Comparing findings with the literature review: This chapter reconciles the empirical findings with the theoretical literature, highlighting where affiliate and e-mail marketing perform differently in practice.
Chapter 6: Conclusion: This final chapter synthesizes the research to produce a framework model for small daily deal businesses and provides recommendations for future research.
Keywords
Online Marketing, Daily Deal Industry, Customer Acquisition, Small Businesses, Search Engine Optimization, E-mail Marketing, Affiliate Marketing, Social Media Marketing, Google Analytics, Digital Marketing Strategy, Referral Programs, Guerrilla Marketing, Content Marketing, Conversion Rate, Effectiveness
Frequently Asked Questions
What is the core focus of this dissertation?
The research investigates the most effective online marketing channels for small businesses in the daily deal industry, focusing on the UK and USA markets to improve customer acquisition.
What are the primary themes discussed?
The core themes include digital marketing strategies, the effectiveness of various channels like SEO, social media, and e-mail marketing, and the adaptation of these strategies for the specific niche of daily deal companies.
What is the ultimate goal of this research?
The primary goal is to develop a comprehensive, practical framework that small daily deal firms can use as a guideline for planning their online marketing activities.
Which scientific methodology was utilized?
The study employs a pragmatic approach with a deductive strategy. It utilizes a minor case study (MisterDrinkster) to collect primary quantitative data, supplemented by secondary data from industry reports and literature.
What does the main body of the work cover?
It covers a thorough literature review, a structured methodology section, empirical data analysis from Google Analytics, and a comparison between generalized marketing theories and the reality of the daily deal industry.
How are the key findings characterized?
The work is characterized by the identification of specific channels—such as a well-optimized website, in-house e-mail lists, and strategic affiliate programs—as the most vital tools for daily deal firms.
Why was MisterDrinkster used as a case study?
The author owns MisterDrinkster, which provided unique access to internal data and a practical, hands-on understanding of the challenges small daily deal firms face in the digital space.
How did the author define marketing "effectiveness"?
Effectiveness is defined in this dissertation specifically as the capacity of a marketing channel to drive the highest number of actual sales/customer acquisitions.
- Citation du texte
- Beway Bakir (Auteur), 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
