Digital Marketing: Tesco's Strategy

This presentation focuses on Tesco's digital marketing strategy, including the use of social media marketing and content marketing. It explores how digital marketing contributes to the communication strategy and promotional aspects of the marketing mix. The presentation also highlights the benefits of digital marketing for Tesco, such as reaching new markets and trading internationally with minimal investment.

Digital Marketing

Table of Content
 Introduction
 Overview of company
 Review of digital marketing examples used by the entity
 Explanation of the ways digital marketing contributes to communication strategy for
the organisation as part of promotional aspects of marketing mix
 Conclusion
 References

Introduction
Digital marketing could be defined to use of internet with the hope of reaching
maximum consumers. It is a wider field that engrosses grabbing attention of
customers through email, search platforms, content marketing and social media.
For the presentation, Tesco is taken into consideration which is large supermarket
that performs business activities in retail industry.

Overview of company
Tesco is well established international groceries as well as general merchandise
retailer which was founded by Jack Cohen. The headquarters of the business are
located in Welwyn garden City, UK. Since its establishment, the brand had very
stable as well as recognizable marketing strategies with strapline of “Every Little
Helps”.

Review of digital marketing examples
used by the entity
Digital marketing is element of marketing in which key focus is on usage of internet
together with online related technologies for the purpose of promoting
commodities, goods and services. In case with Tesco, managers are organising
digital marketing campaigns through employing contributions of search engine
marketing, display advertising, e-commerce marketing, content marketing, display
advertising and so on.

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In Tesco, various digital marketing tools are used by the managers so to reach wider
number of customers. Examples of some are reviewed below:
 Social media marketing: In present era, customers are more reliant on
social media platforms including Facebook, Snapchat, Instagram, Pinterest and
LinkedIn.

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 Content marketing: In Tesco, managers makes effective usage of content marketing
strategy as it helps in retaining customers, increasing sales of offerings, building and
reposition brand, customer engagement in long run and fostering ability to integrate.

Explanation of the ways digital marketing
contributes to communication strategy for
the organisation as part of promotional
aspects of marketing mix
Communication strategy is termed to a plan for attaining all identified communication
objectives. By putting communication strategy on place, managers of Tesco permits
workforce to refer towards a standardised plan for the purpose of interacting with
stakeholders such as customers, management, investors and many more. Managers of Tesco
uses verbal communication strategy and non verbal communication strategy to effectively
communicate or exchange ideas, thoughts and views with customers while promoting
products and services.

Conclusion
From the presentation, it have been concluded that digital marketing allows
organisation to find new markets as well as trade internationally with little
investment. Key digital marketing tools employed by managers includes content
marketing and social media marketing.

References
 Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
 Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
 Mejía-Trejo, J., Maldonado-Guzman, G. and Sánchez-Gutiérrez, J., 2016.
Innovation and digital marketing in Guadalajara, Mexico. Mexico (August 22,
2016).