Digital Marketing Technology in Business

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Added on 2020-10-23

Digital Marketing Technology in Business

Added on 2020-10-23

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TABLE OF CONTENTSINTRODUCTION:..........................................................................................................................1TASK 1............................................................................................................................................1Critically appraise the digital marketing activities of considering its objectives and keyperformance indicators and make recommendations for improvements in the next planningcycle............................................................................................................................................1RECOMMENDATIONS: ...............................................................................................................6CONCLUSION:...............................................................................................................................7REFERENCES:...............................................................................................................................8

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INTRODUCTION:Digital technology has transformed the way of doing business. It has changed thetraditional way of marketing of products and services. There are various digital tools andequipments used by business in advertisement. Due to this business is able to attract largenumber of people. Also, it has provided a single platform through which marketing has becomeeasy (Grishikashvili, Dibb, and Meadows, 2014). By using different social media platformscompanies are able to advertise goods. Also, with this companies are building customer relations.Now marketing is done in creative ways. Digital marketing has created a scope for business toexpand operations in different markets. Moreover, due to advancement in technology, advancetools and equipments has been developed. This are used by organisation to track social mediatraffic so that effective measures can be taken. Furthermore, it has supported in developingstrategies for marketing. This has reduced the cost and time of organisation. This report willthrow light on digital strategy of Tesco. It will show that how Tesco has used various digitaltools in advertisement. Also, what are the key performance indicators of digital strategy is alsostudied. TASK 1Critically appraise the digital marketing activities of considering its objectives and keyperformance indicators and make recommendations for improvements in the next planningcycleMeaning of electronic mediaElectronic media is a form of media in which people are connected through technology. Itincludes mobile, applications, etc. it helps in connecting people from all around the world. Theelectronic media is also used by companies to promote products and services (Esteves, Piedadeand Pereira, 2017). Generally, electronic media includes advertising through electronic source.Impact of electronic media on marketing Electronic media has connected people from all around the world. It has also connectedorganisation with people. This has enabled in easily communicating with them. With this peoplecan gather data and information very quickly. In any organisation marketing is the mostimportant department. This is because sales and profits depends on how effective is marketing

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strategy of organisation is. This helps in creating a large customer base by attracting people.Beside this, marketing function include various roles. They are analysing customer behaviour,market condition, needs of people, etc. it all helps in developing an effective marketing plan.There are many activities that is being performed in marketing. It includes analysing markettrends, consumer buying behaviour, marketing trends, etc. The data and information collectedfrom these provide an insight on how effective is the digital marketing plan. Therefore, it is saidthat electronic media has changed the way of advertisement (Teixeira and Jorge, 2018). It hasprovided advanced tools and equipments through which effective digital marketing strategy isdeveloped. With this business is able to promote products in better and effective way. Also, ithas enabled in attracting a large number of people to buy company products and services. Digitalmedia has changed the marketing trends that is being followed.Marketing activities followed by tescoTesco belongs to retail sector and operates all around the world. It also has to facecompetition in different countries. So it is necessary that Tesco must develop an effectivemarketing strategy. Also, Tesco is having a large customer base. Company produces a variety ofproducts so it has to advertise each one in different way. Their digital strategy consists of manyactivities which enables in development of marketing plan. These all help in promoting productsin large area (Heinze, Fletcher and Cruz, 2016). In addition to this, it has resulted in increasingsales and profits. There are many activities that is followed by tesco. These are as follows :- Social media marketing-this is the most popular form of marketing activity that is followed byevery organisation. In this tesco uses various networking platform through which product ispromoted. These platform includes Facebook, Instagram, twitter, etc. it focuses on specificaudience that is engaged in using them. In this tesco has created page on Facebook, Instagram ,etc. these pages provides information of products to people. They are easily able to connect withit. Moreover, in recent time youngsters spend a lot of time on internet. Tesoc has also installedsystems that helps in monitoring of traffic. This has Content marketing – it is a form of marketing in which tesco uses content in order to attractpeople. They focus on building relationship with them. The content that is written is on blogs,website or social media (Lobstein and Jernigan, 2017). With this they are able to develop

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