Contemporary Issues in Marketing: Importance of Digital Marketing Tools

This report evaluates the importance and application of digital marketing tools in contemporary marketing, with a focus on Tesco. It discusses the various digital communication channels used by Tesco, the AIDA model, and the benefits of digital marketing tools such as cost-effectiveness, high reach, brand awareness, and measurable results.

Contemporary Issues
in Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Digital communication channels.................................................................................................3
AIDA model................................................................................................................................5
The importance and application of digital marketing tools in contemporary marketing............6
CONCLUSION................................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals.....................................................................................................................9

INTRODUCTION
Marketing includes set of activities that helps the company to persuade more customers
towards the brand. The marketing helps the company to enhance the sales and create effective
brand image of the company (Bala and Verma, 2018). This report it based on Tesco. It is a
multinational groceries and general merchandise retailer. The headquarters are in UK. There is
evaluation of different marketing tools and techniques that can be used by business organisation.
The importance and application of the digital tools is examined in this report.
MAIN BODY
Digital communication channels
Digitalization is changing the way business organisation operate. The use of best tools
and techniques help Tesco to operate effectively. There is need to use updated technology as it
makes the company successful and reach more customers. The various digital channels being
used by Tesco are as follows:
Social media: The use of social media helps to enhance the position of the business. The
company is able to establish the position on Instagram, Facebook, Twitter, LinkedIn to promote
the products of the company (Pandey, Nayal and Rathore, 2020).

Blog: The use of blog is done as content marketing. The quality of content helps the
company to attract the customers in effective manner. These blogs are effective and enhance the
knowledge of the customers regarding the products offered by company.
Products offered by Tesco
Product refers to that what kind of products and services should be offered to the customers
which will satisfy their needs. That product should only be offered to the customers which
creates values for the customers as well as for the business. Tesco is serving the best quality
products to it's customers. They are serving to the different types of consumers from very long
which helps them in the expansion of their business.
Email marketing: The use of e-mail marketing is done in order to deal with the
customers and provide them personal touch. It is done in order to deal with the customers and tell
them about the offers and discounts (Melović and et.al., 2020). It helps the company in attracting
the customers.

Chatbots: The chatbot service that is provided by Tesco, helps them to answer the query
of the customers effectively. There is need of 24*7 services to the customers and it enhances the
customer experience.
Search engine optimisation: It helps the company to enhance the presence on social
media platforms. The use of key words is done by Tesco as it helps to enhance the ranking of the
company. The use of right techniques help them to get best results and engage the customer’s.
AIDA model
The model is being used for persuasive communication and used by to attract the
customers. Tesco used the digital marketing tools in order to reach more and more customers.
The use of effective tools helps the company to enhance their sales.
Awareness: It is the first stage of this model under which the task is to spread awareness
about the products and services offered by company. The use of effective marketing tools will
help the company to make the customers aware (Saura, Palos-Sanchez and Rodríguez Herráez,
2020). Tesco is a multinational company and they work effectively. The company has chosen
effective digital marketing channels in order to reach more and more customers. They have
checked the best platform that will them to reach customers such as social media platform and e-
mail marketing.

Interest: The individual who are interested in the product of the company are known as
subset. The interested customers are important for the company. It is the reason the business
organisation works to cater the interest of the audience. By using attractive posts and quality
content the customers are attracted towards the company. The use of better social media content
is necessary for the business organisation as it engages the customers. The use of e-mail
marketing also helps the company to enhance the interest of the customers.
Desire: The desire of customers to purchase the product must be checked. The customers
that have shown interest in the products of company are desired to make purchases. The desired
customer may post query and need to know details about the products (Kim and Moon, 2021).
The chatbots used by Tesco provide service and solve the query of the customers.
Action: In this step the action of converting from a prospect into a customer takes place.
These actions taken by the company are necessary for enhancing the sales of the company. All
the barriers to communication are being removed so that they are able to sale the products and
services of the company. All the tools used by the company are designed in such a manner that
they are able to reach the customer’s effectively and convert them.
The importance and application of digital marketing tools in contemporary marketing
Digital marketing is one of the important marketing channel that is being used to enhance
the sales of the company. There is need of using right platforms in order to increase the sales of
the company. In today's time, the company that is using digital marketing is able to operate
effectively and carry on the work properly. It is necessary to choose the wise channels so that the
overall image of the company can be enhanced. The importance of digital marketing tools used
by Tesco are as follows:
Cost effective: The digital marketing channels are cost effective than the traditional
marketing tools and techniques. The reach of social media marketing is more than that of
traditional tools used by the company at the same rate. The use of right combination of tools
makes the company an effective player in market. Tesco makes right use of the social media
platforms as it is cost efficient for the company. The use of best features by the company makes
them successful.
High reach: The aim of marketing is to reach more and more customers. The use of e-
mail marketing helps Tesco to reach the customers directly. At the same time content posted by
the company enhances the goodwill of the business organisation and make them effective player

in market. There is need of checking the performance with the help of key performance
indicators and they are able to enhance their reach.
Brand awareness: The brand awareness is necessary to convert the customers. The
customer will make purchases from the company if they are aware about the brand. The
promotional techniques used by the company such as e-mail marketing (Luo, 2020). Tesco, uses
promotions on Facebook and Instagram that enhances the awareness of the company. The
customers make purchases from the company that has effective brand image.
Building a customer base: There is need of effective customer base so that the brand is
able to achieve success. Tesco uses chatbots that help them to build effective relations with the
customers. The company is able to overcome the challenges and enhance their position in the
market (Warokka and et.al., 2020). The use of such techniques is important for a company and
their success.
Measurable result: The company must measure the profitability position of the
company. This helps Tesco to check the progress with the use of effective benchmarking
techniques and KPI. Tesco checks the progress by the number of conversions done by the and
the engagement of customers. It is important to check the followers on social media platforms
and the conversions made through the platforms.
Increase in ROI: The business organisation is able to enhance the return on investment.
Tesco is able to enhance their revenue by using right social media platforms. The conversion rate
can be enhanced and that benefits the business organisation. The profitability of the company
gets enhanced by using right platform.
Retaining loyal customers: One of the goal of digital marketing is to enhance the
position of the company. By enhancing awareness of the products related to company they are
able to retain the loyal customer in company. Tesco is able to retain customers as they solve all
of their queries effectively.

CONCLUSION
From the above report, it can be concluded that marketing is necessary function of
management. The use of digital marketing is important for the company as it persuade the
customers effectively. The digital marketing tools used by business organisation are mentioned
in the report. At the same time, the promotional mix is used by the company to know about best
channels of marketing. The importance of using these tools will make the company more
profitable. The importance of digital media channels is mentioned in this report.

REFERENCES:
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B markets.
Industrial Marketing Management, 95, pp.1-4.
Luo, X., 2020, December. Design of full-link digital marketing in business intelligence era with
computer software Edraw Max. In 2020 Management Science Informatization and
Economic Innovation Development Conference (MSIEID) (pp. 364-367). IEEE.
Melović and et.al., 2020. The impact of digital transformation and digital marketing on the brand
promotion, positioning and electronic business in Montenegro. Technology in Society,
63, p.101425.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Saura, J.R., Palos-Sanchez, P. and Rodríguez Herráez, B., 2020. Digital marketing for
sustainable growth: Business models and online campaigns using sustainable strategies.
Sustainability, 12(3), p.1003.
Warokka, A and et.al., 2020. Digital marketing support and business development using online
marketing tools: An experimental analysis. International Journal of Psychosocial
Rehabilitation, 24(1), pp.1181-1188.