Digital Business: Channels, Advantages, Technologies, and Impact on Consumer Behaviour

This report discusses the various channels used in digital marketing, advantages, and developments. It also covers different technological platforms and organizations that use digital marketing. The impact of digital marketing on consumer behavior and its relationship with business management theories are also discussed. Strategic recommendations for TESCO to meet digital disruption challenges are provided.

SUMMARY
In this report it has been discussed the various channels used in digital marketing such as
SEO, E-mail marketing, social media marketing and many more Chaffey, Edmundson-Bird,. and
Hemphill, 2019. Also the various advantages of digital marketing like Low cost, Easy to
measure, Easy to adjust, high rate of return on investment have been discussed. Apart from this
various development of digital marketing have also been discussed like Growth opportunity-
This way of marketing has provide several growth opportunities to business which has increased
the effectiveness and efficiency of business regarding their operational functionality. Secondly it
also helps in improve brand reputation of business in market. Thirdly it also helps businesses to
solve their customer queries in timely manner which has helped to increase customer satisfaction
and help in effective growth and management of an organisation Aagaard, Aagaard, and
Harrison, 2019. Next to it, informed description of digital marketing along with its uses such as-
Increases loyalty of customers towards a brand's products and services as they continuously stay
connected to company , which helps to increase sales and brand creditability, Accurate targeting
of suitable and specific audience could be achieved by keeping track of demographic records of
online activities, Tracking customers and providing them the opportunity of comparison
enhances understanding of buying process of customers and lastly convenient, easy and cost
effective methods of online marketing have been discussed which helps to interact with new
customer, solve their feedback and attract them. Moreover different technological platform have
also been discussed such as Search engine optimisation (SEO), Paid Media marketing (PPC),
Social media, Block chain marketing and AI and cloud technology Luz Martín‐Peña, Díaz‐
Garrido,. and Sánchez‐López, , 2018. Different types of organisations have also been discussed
which use digital marketing in their business operations such as ASDS organisation that used
social media marketing strategies to gain and attract customers from market for this it has use tag
lines like 'Chosen by Me' on their various platforms. It has also provided various short videos for
promotion of their product. Similarly Cadbury has also used digital marketing and internet to
reach to their target customer by placing their products on various websites and paid promotions.
On the other hand, Amazon uses block-chain technology in its advertising and sales service
through which it can continuously track the activities, by this it helps to keep them updates with
security transparency. Along with it various factors have also been discussed which makes
digital marketing as effective business tools such as flexibility, authority and interactive. Moving

along different methods of digital marketing which TESCO use its business operations have been
discussed such as social media, online website and digital offers. Eventually impact of digital
marketing on consumer behaviour which include boost in customer engagement and impulsive
buying behaviour and relationship among digital marketing with both old and new theories on
business management have been discussed like develop online presence, providing tools for
targeting customers and personalized brand and control message.
CONCLUSION
On the basis of above summary of report it has been concluded that digital marketing plays a
very important role in overall business transformation and success. With the help of various
channels which comprises SEO, E-mail marketing and social media marketing businesses can
transform their operations in online manner Scuotto and et.al 2019. Apart from it various
importance of digital marketing have also been discussed such as low cost- by this it can be said
that it take less cost to implement in an organisation, It is easy to measure the progress of
business in digital marketing as comparison to traditional marketing, it is easy to adjust its
functionality according to demand and preference of customer in market, it also provide good
rate of return of investment which would help to rise in profit of an organisation. Next to it
several advantage of digital marketing have been given which comprises growth opportunity,
help in building brand reputation and solving customer’s queries Abdelaal, Khater and Zaki,
2018. Furthermore, detailed description of digital marketing has been given along with various
uses which include increase in customer loyalty through which sales and creditability of business
would improve, accurate and correct targeting of specific customer which would help to
tracking demographic records of online activities, It also helps in tracking customers demand in
market though which production of goods can be happen accordingly.convinient and cost
effective methods of online marketing have been discussed which would help to get feedback
and attract them. Furthermore various technologies which use in digital marketing have been
discussed such as Search Engine Optimisation(SEO) through which an organisation can show
their result in top search bar of an organisation, Paid media marketing(PPC) by which user can
paid for placements, branded contents for right demographic audience, next is Social media by
which business can promote its products through various platform such as Facebook, Instagram
and many more, Block chain technology by which business can do tracking of their audiences
engaged in business transactions, Artificial and cloud technology which open door to every

businesses and help them to create better way of advertisement by computer and algorithm
process. Furthermore, different organisation have been discussed such as ASDA, Cadbury and
Amazon which use digital marketing in their operational functionality. Next to it several factors
have been discussed which makes digital marketing as effective tools in the terms ofs flexibility,
authoritive and interactive. Furthermore various methods of digital marketing have been
discussed which help to promote brand among customer in market such as Social media, online
website and several digital offers. Furthermore digital marketing impact of customer behaviour
have been discusses such as boost in customer engagement and impulsive buying behaviour.
Moving along relationship between digital marketing with various theories have been discussed
on business management and strategic practices.
STRATEGIC RECOMMENDATIONS
Below are the various recommendations which would help TESCO in meeting challenges
happen through digital disruption are as follows:
 In COVID-19 several brick and mortar stores have completely closed down. By
applying digital technologies TESCO now can sell their products online through its
website and making their own application which would help to rise in sales of
company.
 By adopting various online payment methods, TESCO can easily collect payments
from their customer which would company to rise in their sales.
 Mentioned company has launched several applications by which customer will only
need to scan and pay for their groceries without touching anything which would help
to rise in their sales.
 Given company has also launched different automated delivery services which will
help to improve customer experience, lowering the cost base and may more which
would ultimately help to rise in sales of company.
 With the help of this digital technology given company would be able to improve
their production facilities by which production of good can be happen in timely
manner which would also help to increase customer satisfaction and led to rise in
sales of company.
 This technology also helps in advertising by various social media platform such as
Facebook, Instagram and many more which is very cost effective way of marketing.

 By adopting this technology TESCO can do their several work paperless which
would help firm to support various eco- friendly activities through which it increases
its social image.
 This technology helps to implement omnichannel marketing by which an
organisation is able to deliver a wonderful experience to customer across all channels
and devices.
 It will help TESCO to speed up its business operations through which customer
experience would also improve hence led to rise in profitability of firm.
 By implementing digital technology, management of an organisation is able to
reduce their inventory management cost. Digital technology help an organisation to
set everything at automatic mode by which once the level of inventory has reached
below standard point, next order for inventory would automatically set which
reduces human efforts.
 With automatic inventory system, TESCO can easily answer customer query without
letting them wait because automation in inventory system provide real time data to
customer by which management can give correct update about level of inventory in
an organisation which would help to increase customer satisfaction in an
organisation.
 Digital technology help TESCO in proper forecasting of their sales in market
through which management can decide their production level accordingly.
 This technology also helps management of respective organisation to make graphical
representation of complex data which would enable them to make effective business
decisions Wirtz,., 2021.
 Management of TESCO can make better communication with customers using
different social media application, websites and chat box.
 Rise in digital technologies help to increase in profits of TESCO. By adopting digital
technology its profit has rise up to 21%.
 By the help of technology, TESCO is able to make communication with its offshore
business around different corners of world which would facilitate easy transmission
of data from one location to another.

References
Books and journals
Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019. Digital business and e-commerce
management. Pearson UK.
Aagaard, A., Aagaard, A. and Harrison, 2019. Digital Business Models. Cham: Springer
International Publishing.
Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The digitalization and
servitization of manufacturing: A review on digital business models. Strategic Change, 27(2),
pp.91-99.
Scuotto, V., Serravalle, F., Murray, A. and Viassone, M., 2019. The shift towards a digital
business model: A strategic decision for the female entrepreneur. In Women entrepreneurs and
strategic decision making in the global economy (pp. 120-143). IGI Global.
Abdelaal, M.H.I., Khater, M. and Zaki, M., 2018. Digital business transformation and strategy:
What do we know so far?. University of Cambridge.
Wirtz, B.W., 2021. Digital Business and Electronic Commerce. Springer Texts in Business and
Economics.
how does technology affect tesco,2021, [online]. Available at:<
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