Background:

E-marketing is a modern method to market products and services. It involves the use of the internet to reach customers. It is a quite vast field of marketing. From e-mail marketing to wireless media marketing, all is part of this marketing. Allen and Fjermestad (2001) stated that concept like data of customers and customer relationship management are also its part. According to Jobber (1997), it is an important component of e-commerce. Like e-commerce, it uses only electronic means to perform all activities. The desired goals and objectives are also achieved with the use of the internet. Allen and Fjermestad (2001) mentioned that mobile marketing and interactive marketing is also the same thing like e-marketing. According to Bayne (2000), it is to directly stimulate the response of an individual with marketing efforts. The difference in e-marketing and traditional marketing is that in e-marketing marketing efforts are customized for the targeted group of customers. Unlike, traditional marketing it does not target mass population with marketing efforts. The important role is played by information technology in e-marketing. Its content is same like traditional marketing content e.g. information about products, services, promotion and other activities (Ryan and Jones, 2009). According to Thorelli and Cavusgil (1990) sales volume is the sum of sales in terms of units or dollars. Sales volume provides an important figure that provides an important estimation or projection about organizational performance. Many researchers e.g. Zikmund and D'amico (2012), Ansari et al., (2000) and Ryan and Jones (2009), state that e-marketing strategies are important for increasing sales of a company and e-marketing strategy positively influences the sales of a company.

Problem Statement

In today’s business world, all organizations have understood the significance of e-marketing. Considering its importance and effectiveness, all marketers are intending to use e-marketing strategies. As said by Š?eulovs and Gaile-Sarkane (2010), the internet use has become famous in all business and marketing activities. Focusing on the same issue, Baker (2007) mentioned that e-marketing is something that cannot be ignored now. It has modified the ways of communication, the information sharing, and to convey the message to customers. Many researchers, i.e. Li and Bernoff (2008), Mangold, (2009), Andrews, et al. (2007), have stated that e-marketing is very significant for businesses now. Through e-marketing, organizations can achieve their financial objectives. But Baker (2007) mentioned that there is a need of clear evidence with respect to a particular company that how e-marketing is resulting in increased sales. Thus, considering the suggestion of Baker (2007), a study will be conducted to investigate the impact of e-marketing strategies on sales volume of an organization. For this study, River Island UK will be selected.

Research Aim and Objectives

This research will aim to explore the impact of e-marketing strategies on volume of sales of retailers. This aim will be fulfilled by following objectives:

1. To review literature on e-marketing strategies and its impact on sales volume
2. To find whether e-marketing strategies significantly influence volume of sales of retailers or not
3. To provide recommendations for organizations for the use of e-marketing strategies

Research Questions

In research, following research questions will be answered.

1. According to literature, what is the impact of e-marketing strategies on sales volume?
2. Do e-marketing strategies significantly influence volume of sales or not?
3. What are the recommendations for organizations regarding the use of e-marketing strategies? 

Scope of the Study

The study will only consider two variables. E-marketing strategy will be considered as independent variable while sales volume will be considered as dependent variable. This study will only consider one organization i.e. River Island UK. The time for study will be very limited i.e. 4-5 months.

The Significance of the Study

This research will be beneficial for organizations, marketers, scholars and the general public as well. All organizations either want to cut their costs or to differentiate it from others. By using results of this study, they will become better able to understand that how they can achieve their objectives through e-marketing strategy. Similarly, the aim of marketers is to target their customers in a best possible way and to increase their sales volume. The results of this study will shed light on this issue and will clarify to marketers that whether they should use e-marketing strategies to increase sales or not. For scholars, this st