A Critical Analysis of Impacts of Online Marketing in Customer Retention in Telecom Industry: A case study of Vodafone Plc.,UK

Harvard, 2500 Words

Table of Contents

1       Introduction

1.1       Rationale of this study

1.2       Research Aims

1.3       Research Objectives

1.4       Research Questions

2       Literature Review

2.1       Online Marketing

2.2       Specialized Classification of Online Marketing

2.3       Common Marketing Tools for Telecom Industry

2.4       Customer Loyalty and Customer Retention

2.5       Online Marketing and Customer Retention

2.6       Online Marketing Affecting Corporate Brand Image and Performance

2.7       Conceptual Framework

3       Research Methodology

3.1       Type of Investigation

3.2       Data Collection Method

3.3       Sampling Method

3.4       Accessibility Issues

3.5       Ethical Issues

3.6       Data Analysis

3.7       Research Limitations

4       Anticipated Findings

5       Timetable

6       Conclusions

7       References



Online marketing is the most popular way of communicating and reaching the target customers and winning their attention for any kind of business of modern time. Online marketing can be named as e-Marketing, digital marketing, internet marketing or web-based marketing. Whatever the name is, the main functions of this marketing are to make the best use of technology and time and make the customers aware of the company and its products and retaining their trust in the company (Thomas, 2010). The online marketing includes not only advertising but also customer service and sales, relation with public, management of information and many more things. The scope of online marketing is ever growing and social media, email, websites and optimization of search engine etc. can be the proper channels of digital marketing. The traditional models of marketing are also facing challenges in the age of globalization and internet. The budget of marketing is distributed in the online marketing sector at an increasing rate as majority of the young and matured people are getting highly accustomed to internet all over the world.

For telecom industry the competitors are really strong and lagging behind the competitors of the industry in using technology can threat the survival of the specific company of this industry. So the telecom companies like Vodafone are depending on internet more and more to win the customers just like the other existing companies (Ginty, Vaccarello and Leake, 2012). Vodafone has prepared its exclusive marketing plans and strategies using half of its total marketing budget to be implemented through internet like ZooZoo advertisements, 360 service, internet campaigning etc. which have become very popular among the target market. The innovative marketing strategies of Vodafone can express the importance of online marketing in acquiring customers from this very competitive telecom industry. This particular study will show the impact of online channels of marketing in customer retention in the context of a successful telecom company like Vodafone.