1.1 Introduction
Chaffey et al. (2000) simply define digital marketing as "the application of the internet and related digital technologies to achieve marketing objectives". This definition is a simple definition which, unlike the following ones, does not touch the important aspect of customer relationship. Coronavirus disease (COVID-19) is an infection which is as a result of a novel severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) Infection. For example, the novel severe acute respiratory syndrome (SARS) and the Middle East respiratory syndrome were known in 2002 and 2012 in that order was as a result of viruses analogous to SARS-CoV-2. Nevertheless, SARS-CoV-2 has a higher range more the earlier information related to viruses and as a result the obscurity in the cure and management of COVID-19 (Zhong, B.L, Li,H.M, Zhang, Q.Qet al., 2020).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.
1.2 Background of Study
Digital marketing has enabled companies from various industries to obtain real-time customer insights and create and communicate value to customers more effectively. This has led to a significant increase in customer base and associated top-line growth. Digital marketing research defines the types of media channels and highlights the goals of digital marketing by using online media to influence audiences and customer segments. Khin et al have explored the stakeholders involved in digital marketing, including the four key stakeholders of the merchant, the network, the publisher, and the customer. Digital marketing emphasizes the customer through different media channels. However, it lacks and, therefore, requires an integrated system and a strategic direction for these stakeholders to work upon and move towards smarter and more sustainable digital marketing. The practice of digitization is in line with the smart city concept that is promoted by scholars and governments to address the current needs of the community by utilizing a wider range of digital technologies from the internet to digital twin and three-dimensional (3D) city modeling in geographic information systems (GIS). Companies, therefore, require smart and sustainable digital marketing strategies and models to guide them to ensure proper execution of such innovative and sustainable digital marketing techniques.
Coronavirus is a new disease caused by covid-19 currently affecting the joints of life throughout the world. Covid-19 pandemic is one of the global health crises and cannot be predicted in recent times. According to the Centers for Disease Control and Prevention, covid-19 anoints infectious and deadly virus. Covid 19 pandemic has affected the joints of life. In the business world, a novel coronavirus in terms of social distance conditions forces companies around the world to ask millions of workers to work from home (Choudhury et al., 2020). At least 316 million people in 42 US states have been asked to stay at home, and later, businesses have been vulnerable to the transition to virtual workplaces or laying off employees (Kim, 2020). Many employees are quickly adjusting to digital transformation, Zoom’s online video conferencing software reports a 78% profit growth, and a Google Meet report reports a 60% increase in user traffic, where people spend 2 billion minutes meeting online every day (Kim, 2020). Employees may not even want to return to the physical office after the pandemic has subsided. The manager estimates that some of the effects of covid 19 on the workplace may last long, where flexible working hours and digital meetings are expected to replace traditional corporate culture increasingly.
The company is experimenting with decentralized decision making and new software to make the new digital work culture effective and as productive as working in a physical office. Although businesses need to make this transition as effectively and as quickly as possible, several other consequences that are very important for business continuity are often overlooked namely the impact of covid 19 on consumer and market behaviour. Recently management practitioners and academics researched in response to covid 19, mainly focusing on the digital transformation of the workplace (Kim, 2020). According to the “Mere Urgency Effect” people tend to allocate most of their resources and time to problems (Zhu et al., 2018).
Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Effective Tool in Achieving Business Expansion in Covid-19 Era.
1.3 Statement of Problems
Investigation revealed that one of the major problems business Marketing face in their campaigns is still the use of primitive promotions channels such as press, brochure, catalogue, TV, cell phone, etc, and several offline channels which lacks a comprehensive, harmonizing marketing framework. In this project work, we present a new solution for businesses to promote their business online to reach a wider audience.
Managers may expect that sales will only recover as consumption increases after the pandemic passes. However, this pandemic has some impact on the culture of the place, the culture of consumers and may occur changing the structure of the market. Pandemics also influence digital transformation in terms of consumer behaviour and how businesses might adapt to digital marketing.
1.4 Aim and Objectives of Study
The aim of the study is to examine the digital marketing tool used in Achieving Business Expansion in Covid-19 Era. In achieving this aim, the following specific objectives were laid out as follows:
- To examine how effective is digital marketing during Covid-19 pandemic in Scib Insurance Brokers
- To ascertain the relationship between digital marketing and business expansion during Covid-19 era in Scib Insurance Brokers
- To investigate if digital marketing is an effective tool in achieving business expansion during covid-19 era in Scib Insurance Brokers
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Is digital marketing an effective tool in achieving business expansion during covid 19 era in Scib Insurance Brokers?
- How effective is digital marketing during Covid-19 pandemic in Scib Insurance Brokers?
- What is the relationship between digital marketing and business expansion during Covid-19 era in Scib Insurance Brokers?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is no relationship between digital marketing and business expansion during Covid-19 era in Scib Insurance Brokers
- H1: There is relationship between digital marketing and business expansion during Covid-19 era in Scib Insurance Brokers
Hypothesis Two
- H0: Digital marketing is not an effective tool in achieving business expansion during covid-19 era in Scib Insurance Brokers
- H2: Digital marketing is an effective tool in achieving business expansion during covid-19 era in Scib Insurance Brokers
1.7 Significance of Study
The study will be very significant to students and any organization. The study will give a clear insight on the Digital Marketing as an effective tool in achieving Business Expansion in Covid-19 era using Scib Insurance Brokers as a case study. The study will give insight the function of digital marketing before and after covid-19. The study will also serve as a reference to other researcher that will embark on the related topic.
1.8 Scope of Study
The scope of the research is focused on the Digital Marketing as an Effective Tool in Achieving Business Expansion in Covid-19 Era using Scib Insurance Brokers as a case study. The researcher encounters some constrain which limited the scope of the study.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
1.10 Definition of Terms
Digital Marketing: Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services
Business Expansion: Business expansion is a stage of a company’s life that is fraught with both opportunities and perils. On the one hand, business growth often carries with it a corresponding increase in financial fortunes for owners and employees alike
Covid 19: Coronavirus disease (COVID-19) is an infectious disease caused by a newly discovered coronavirus.
Virtual Store: The virtual store is an online store that displays merchandise and an order form.
Marketing: Marketing is the process of teaching consumers why they should choose your product or service over those of your competitors, and is a form of persuasive communication.
Promotion Channels: In marketing, promotion refers to any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue.
Customer Relation: Customer relations describe the ways that a company will engage with its customers to improve the customer experience.
