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Evaluating the scope of digital marketing for small business promotion in Ireland

Owolabi, Daniel Oluwaseun (2021) Evaluating the scope of digital marketing for small business promotion in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

In this digital world, one of the arguably most vital technologies used by new businesses to grow their customer base is digital marketing. Startups have been leveraging digital tools such as social media, search engine optimization and email to create markets by winning new customers while retaining the old ones. Digital marketing has shaped the way new businesses work, and Irish startups are no exception. Ireland, especially Dublin, has become a tech startup Centre in Europe, with new businesses born almost every day due to a hundred entrepreneurs putting their heads above the parapet. The research study evaluates the extent to which new businesses in Ireland have employed an array of digital marketing strategies to promote their brands, their impacts, and consumers' attitude towards digital marketing strategies. The methodology follows through quantitative design, which uses a sample population size of 125 respondents randomly selected from Irish startups and digital marketers based in Dublin, Cork and Galway because the cities have the highest population of startups in Ireland. A mail questionnaire was administered to the respondents, and the feedback provided was used for data analysis. Statistical methods like bar graphs, pie charts and correlation analysis were used to analyze the data. The main findings indicate that social media marketing is the most popular marketing tool used by Irish new businesses for local and global market reach. There is also a relationship between the performance of digital marketing tools and the success of startups. For new businesses to be successful by gaining a competitive edge in the market environment, they have to focus on the performance, functionality and quality of their digital marketing platforms.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
D History General and Old World > DA Great Britain > Ireland
H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 04 Mar 2022 15:55
Last Modified: 04 Mar 2022 15:55
URI: https://norma.ncirl.ie/id/eprint/5533

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