Management Research Challenge Proposal Digital Marketing
Keywords: Please provide a maximum of five words describing the main topics in your
Management Research Challenge (e.g. performance-related pay, process improvement). These
keywords should explicitly reflect the nature of your investigation and your preliminary review of
current thinking, so please be specific.
Social Media, Content Marketing, SEO,
Please tick as appropriate:
First proposal [X] Amended proposal 1 [ ] Amended proposal 2 [ ]
Management Research Challenge: Proposal and Ethics Forms (MRC-FM1-7A)
2 Henley Business School, July 2015
1. Management issue, problem or opportunity and
context
The working title of your Management Research Challenge:
Social Media impact on SEO
Your selected management problem or issue (approx. 500 words).
Social media is one powerful tool for SEO and has a tremendous impact on search engine
optimization (Suwaidi 2013, p.90). The two of them work towards achieving the relevance
required for the target audiences of any website. Therefore, the MRC will focus on finding out
the impact that the social media has on SEO. Social media and SEO do not work in solitude
as they are closely linked to content marketing (Vargo 2004, p.12). The organic online
marketing system is growing rapidly, and the three tools have found themselves under one
umbrella. Therefore, the MRC will also focus on the strategies of content marketing and try to
figure out the relationship between these three tools.
In addition to learning the relationship between these three tools, the MRC will also seek to
understand the best methods in which the three strategies can be used together. The study
will also figure out if content marketing is the new king in this field and if so, why it has been
able to overtake the social media and other ways of online marketing. The primary context for
research is the Google search engine, Facebook, and Twitter (Abou-Warda 2016, p.18). The
three sites are the best fit for this paper since they are the most familiar to most people
worldwide. The article is relevant in this day of digitalization of almost all aspects of life. Every
organisation that intends to take over in its market must ensure that they are always up to date
with the trends in digital marketing.
The sponsoring organisation is a e-commence company who over the last 1,5 years have drop
significantly in organic ratings in search engines, with a significant lost of market share and
growth potential to follow. The overall aim is therefore to gain knowledge that can help create
a sustainable digital marketing strategy based on achieving competitive advantage through
use of social media, content marketing and seo in order for the company to cope with the
fierce competition.
2. Personal development objectives (approx. 80–100
words)
I have chosen to conduct research on this topic with the following objectives:
1. To understand the trends in digital marketing and, as a result, increase my knowledge
on the subject.
MRC-FM1-7A
Henley Business School, July 2015 3
2. To learn the best ways of online marketing so that I can give my opinion based on
evidence that I have collected.
3. To improve my skills on how to collect and analyze data in any research processes.
3. Research question(s) and objectives (80–100 words)
1. What is the impact of social media on SEO?
The MRC will seek to gain an in-depth understanding of how the social media affects
SEO.
2. What is the relationship between SEO, social media, and content marketing?
The MRC will seek to find out the relationship between these three tools. It will also
show how they all assist in getting the target audience of any particular website.
3. How can an organization use the three tools to come up with a comprehensive
marketing strategy?
The aim of these three tools is to reach the target audience for whom a site was
created (Corley et al. 2013, p.100).
4. Literature related to your topic area (approx. 150–
200 words)
The web has been evolving over time and so have the search engines. Almost a decade ago,
online marketing mainly used page content and Meta tags to determine their relevancy (Ryan
and Jones 2015, p.9). However, this is long gone because the introduction of social media has
changed how relevancy and popularity of web pages are measured (Yen 2016, p.65). SEO in
the past mainly focused on link building but today content marketing and social engagement
are just as important (Trusov et al. 2009, p.100).
The information helped me understand that even if a site had thousands of links and no social
votes, it would not rank highly enough (McAlexander, Schouten, and Koenig 2002, p.42). The
literature review that I conducted has helped me to understand that when developing a
successful marketing strategy, there has to be equal attention placed on content development
(Beckett 2013, p.101). Content marketing is the basis for generating both links and social
shares that in the end become the ultimate measure of how popular any site is (Garner 2016,
p.95).
Management Research Challenge: Proposal and Ethics Forms (MRC-FM1-7A)
4 Henley Business School, July 2015
5. Proposed design of the investigation (350 words)
The key data that I will require will come from individuals who have been in the online
marketing business for a long period by now. They are the people who are aware of the
changes that have taken place in this industry, and they are the most relevant. I will conduct
in-depth interviews with at least 10 high level online marketers. In my research, I will seek to
use the highly ranking marketers. Since they are people who are hard to find for a face-to-face
discussion, I will be flexible and conduct my interviews mainly through the internet. I will use
emails as a critical method, telephone, Skype calls, and when necessary I will engage video
conferencing.
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