Implementation of Digital Marketing Strategy in Ethnic Minority Businesses in UK

The developed countries have embraced these new technologies in a more comprehensive manner than in the third world countries. However, information about the implementation of the digital marketing strategy in the ethnic minority businesses in the UK is quite insufficient. It would be difficult to draw conclusions about the adoption and implementation digital marketing strategies in the ethnic minority businesses based in the UK especially with respect to the underlying factors. This research seeks to develop a substantial explanation of the implementation of the digital marketing strategy in ethnic minority businesses in the UK. 2 Research Objectives This study aims; a. By identifying the motivating factors behind the implementation of digital marketing strategies in businesses, this study will give a reason to the ethnic minority businesses in the UK and other regions to adopt and implement digital marketing strategies.

This research will fill the gaps in previous studies about the subject matter thus it will improve the knowledge base on the implementation of the digital marketing strategies in businesses especially those established by the ethnic minority groups around the globe. As result, it will form the foundation for future research on the subject. 6 Research Limitations This study may face some limitations. Some of the information on digital marketing such as costs and return on investment may be considered private and confidential. Challenging industrial and environmental forces and waves would influence these businesses to adopt and implement various marketing strategies from time to time (Hamidi & Safabakhsh, 2011). Technology advancement is one of the most influential factors in the current business environment which dictates the implementation of the digital marketing strategies.

The changes in technology have revolutionised how businesses market their products and interact with the customers. Digital marketing is taking up the marketing perspectives of the businesses in the UK quite significantly despite the few challenges especially experienced by the EMBs. This can be explained by the changing perceptions of the entrepreneurs that information technology is a strategic business aspect and not a cost to keep under the bar (Hamidi & Safabakhsh, 2011). In order to realise the implementation of the strategy, the businesses must ensure that there is sufficient information with regards to the plan and that all agents of the business are well informed. On the other hand, the allocation of the resource is always guided by a rule (Nilsen, 2015). Digital marketing combines marketing activities through the internet to find, attract, win and retain the customers (Ellis-Chadwick and Johnston, 2009).

Search is the first process of purchasing on the internet by the consumers (Roberts and Zahay, 2012), and incorporated by search engine marketing. This information is really important in the processes. Marketing remains a core aspect in businesses. Those operating on both local and international scale have to incorporate these new technologies in their operations. The ethnic minority businesses are not an exception and have adopt ICT in order to meet new customers. 2 Gaps The literature indicates that most of the studies were undertaken from a general view and there is little that specifically addresses the implementation of digital marketing strategies in ethnic minority businesses in the UK. Moreover, there is limited data with respect to the extent of implementation of digital marketing strategies in the UK 3 Research Methodology and Design 3.

More importantly, mixed research design facilitates a comprehensive understanding of the research problem. Lastly, the research design guarantees clear explanations about the casual processes involved in the research. Qualitative research design involves exploring the issues at hand to derive the reasons and motivation. The qualitative research is an important aspect in generating information for the formulation of research hypothesis for the quantitative research design (Hennink, 2015). One of the advantages of this research design is that it allows some flexibility in data collection and analysis. Lastly, the researcher will utilise computer software, and hardcopy documents to collect statistical data. One of the advantages of quantitative research design is that it is always objective. Also, the results can be measured to run a comparison process so as to draw informed conclusions.

In addition, the process of comparing data will help to identify any variations that need further examination (Cohen, Manion, & Morrison, 2013). The use of online data collection in form of questionnaires is cheaper compared to face-to-face interviews. This type of sampling may be done as homogeneous sampling, maximum variation sampling, typical case sampling, extreme case sampling, critical case sampling, total population sampling, and expert sampling (Palinkas, Lawrence A. , et al. This study will employ maximum variation sampling (also heterogeneous sampling). This type of sampling will enable the researcher to get a wide range of the aspects related to digital marketingin ethnic minority businesses in the UK. The major consideration will be whether these entrepreneurs utilise digital marketingstrategies in its operations. However, the web-based questionnaires will be given more attention since they are cheaper to disseminate.

Lastly, the researcher will engage the management teams in the various businesses to examine any data regarding to digital marketing. The researcher will use video and audiotapes to record some interviews and observations. Also, the researcher will utilise field notes to put down key information. The questionnaires will be sent in form of MS Word documents as well as hard copies to the interviewees. The programs will support graphs, charts, texts from analysis processes. The researcher will also ensure that the information is available in both hard copy and soft copy. 8 Ethical Considerations The research will start by enquiring about the legal framework that governs information acquisition in the trade sector and also acquire the necessary permits from the various authorities in the sector.

The researcher will acquire written consent from all the participants before the commencement of data collection processes. In this case, the researcher endeavours to inform the participants about their rights while participating in the study. Moreover, these platforms may offer limitless space for communication between businesses and the customers. The research may also find that social media offered improved interactions between the businesses and the customers. Other factors likely to be recorded include increasing competition as a result of globalisation and internationalisation of other companies. These EMBs have to cope with the competition. The quantitative research may find out that at least three quarters of the EMBs have adopted at least one of the ways of carrying out e-marketing including the use of e-mails, social media, short message services, and phone calls.

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