Digital Marketing: Overview, Trends, and Strategies

This document provides an overview of digital marketing, including the difference between online and offline marketing. It also discusses key consumer trends, digital tools and hardware available to marketers, and strategies to build multi-channel capabilities. The case study focuses on TESCO, a British multinational retailer.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Overview of the digital marketing landscape and difference between online and offline
marketing concept..................................................................................................................1
P2 Key consumers trends and insight that are fuelling the growth of digital marketing.......2
TASK 2............................................................................................................................................3
P3 Digital tools and hardware that are available to marketers in contrast to Mortar and Bricks
along with other physical channels.........................................................................................3
P4 Development of e-commerce and platform of digital marketing and channels in
comparison to physical channels............................................................................................4
TASK 3............................................................................................................................................5
P5 Digital marketing plan and strategy to build multi channels capabilities.........................5
P6 How omni-channel marketing has evolved.......................................................................7
TASK 4............................................................................................................................................7
P7 Techniques and performance metrics in digital marketing...............................................7
P8 Set of action to improve performance in digital marketing..............................................9
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Digital marketing refers to the difference types of goods and services into the market by
using digital technologies on the internet. It mainly includes display advertising, mobile phone
apps along with several digital mediums. There are numerous digital channels systems based on
internet activities that can develop and accelerate product value from manufacturer to consumer
by digital networks (Durand, 2019). This assignment is based on TESCO which is a British
multinational general and groceries mechanised retailer and headquartered in England, UK.
Further discussion will be based on challenges, opportunities and impact of digital environment,
after this platforms and channels, key digital tools and contrasting mortar and bricks along with
physical channels. At last, digital marketing activities and methods of monitoring digital market
will get covered.
TASK 1
P1 Overview of the digital marketing landscape and difference between online and offline
marketing concept.
Digital marketing refers to the several marketing efforts which is used as an electronic
device or the internet. Along with, there are several kinds of businesses leverage digital channels
like social media, engines, email and different websites in order to connect with prospective and
current customers. Therefore, marketers are generally in bounded with digital marketing and
marketing virtually so that there are few differences. With the help of several digital marketing
channels firms can achieve its targeted customers at marketplace appropriately.
On the other side, digital marketing landscape refers to the continuous process of digital
media along with advertising that involves influencer marketing, social media marketing, pay per
click, search engine, video production and many more applications. In reference with TESCO
they has been expended its business globally, as they have unique brand image and operating
their functions within 11 countries worldwide (Carr and Newell, 2014). So it can create
challenge for other firms and itself also, this is because within the current scenario firms are
rapidly increasing their business in the market by applying unique and innovative ideas in order
to achieve its desired goals and objectives. Therefore, TESCO is needed to have effective ways
of develop new technologies in order to provide better goods and services to customers. Herein,
digital marketing landscape is very helpful for respective firm by which they can easily advertise
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their goods and services by using advertising channels and social media as well. Therefore,
digital marketing is an important tool which is used by every firm to develop their effective
image of appropriate goods and service in consumer's mind in order to achieve targeted goals
and objectives. Apart from this there are different types of marketing like online and offline, but
there is huge difference between both terms, those are going to be discussed below:
Online Marketing Offline marketing
 It is a process of getting web traffics
from the organic search results on
search engines.
 Whereas. It is a process of developing
brand awareness to reach targeted
customers and generate sales and lead.
 It is also based on social media
marketing which involves Twitter,
Instagram, Facebook and so on. Along
with it targets audience as well as
organic posting (Hult and Sjölund,
2017).
 In order to develop awareness towards
brand this type of marketing channels
used newspapers, banners, flyers,
brochure, radio, television and so on.
 Online marketing is the influencer of
marketing in which they find industry
experts in order to promote goods and
services.
 By using so many tools and
advertising channels they can
formulate effective brand image of
business and influence customers
positively.
On the basis of above different between online and offline digital marketing concepts this
can be said that TESCO should use both channels in order to make their firm digital. With the
help of this they can bring new innovations and tools in order to develop unique brand image in
an appropriate manner. Therefore, in order to design purpose and aim in a perfect way they
should make unique strategies in order to support customer's needs and desires along with
bringing innovative changes in their business. On the basis of these assorted marketing concepts
firms is able to increase its digital marketing growth in a perfect way (Ismail, 2018).
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P2 Key consumers trends and insight that are fuelling the growth of digital marketing.
Consumer trends mainly seeks to find appropriate balance within the world in order to
study about ethnographic-al market by which they can understand about new tools and
technologies locally and globally. On the other side at present scenario mostly consumers use
online websites in order to buy anything, so that it is a good platform for firm to develop their
innovative tools on product by which they can influence large number of customers at one time.
In reference with TESCO, in order to increase digital marketing growth of their products they
generally adopt so many strategies and analyse where they can implements its innovative plan
successfully. In order to run according to customers choice they always cope up with them and
provide its entire goods and services online and offline as well. There are some different types of
applications and systems by which consumers trends increase and it give shape to company in a
new way, those are going to be discussed below:
Internet of skills: This is very useful and attractive way to customers towards firms
product and services. In context with TESCO, internet use is rapidly growing as they provide
their goods on its own websites then people can easily buy their desirable products. Therefore,
most of the people agree with this concept of TESCO and able to increase firm's marketing
digitally (Sheth, Sinha and Shah, 2016).
Awareables: In order to develop product awareness towards brand TESCO can use lots
of advertising channels such as radio, TV, newspapers and so on. With the help of this they can
achieve its targeted customer's and able to give them huge satisfaction by giving better products
and services. It help them to maximisation of digital technologies which influence customer's
trends positively and increase overall growth of firm.
By having this type of skills respective firm is able to change consumer's trends and make
them happy by providing desirable goods and service in to the market as well as online. In order
to bring changes they always use unique and special aspects which helps to enhance digital
marketing growth as increase people confidence towards brands (Aragón, 2014).
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TASK 2
P3 Digital tools and hardware that are available to marketers in contrast to Mortar and Bricks
along with other physical channels.
The term Brick and Mortar shows a street-side business which mainly provides goods
and services to their customers face to face in the store or rents as well. Corner banks and local
grocery stores are best example of these sorts of companies. Along with this there are different
types of digital tools and hardware which are available of marketers in relation with Bricks and
Mortar, those are going to be discussed below:
Social media platform: It refers to the integration of several marketing activities such as
social media, Facebook, Snapchat, Instagram etc. so that are the better way for marketers in
order to engage with their customers and develop effective aspects around. In reference with
TESCO they always use this platform for their customers in order to satisfy their needs and
wants to designed appropriate features towards products and services. With the help of Mortar
and Bricks they can provide essential goods and able to make decision better towards betterment
of future (Ahmed, 2017). Therefore, this is necessary tool for respective firm.
Design tools: This is another digital tool which is used by TESCO in order to design and
formulate effective goods and services to put effective goods on their websites. Herein, digital
marketing is a kind of design towards field which helps firm to design tools like Photoshop and
Canva by which they can sale their goods and services in a perfect manner. Along with company
is able to add dynamic image of their products which influence customers positively.
Apart from this there are different types of physical channels which is used by firm to
increase digital technologies in a better way. So these sorts of channels refers to the radio
frequency which means seller can directly communicate with its customers via FM. Therefore, it
is also known as effective transmission which help firm to produce its product at marketplace
peacefully. At the same time while this firm switching to digital marketing then they face some
issues like financial issues, web trends, developing traffics and so on. After this in order to
overcome these factors they used digital technology and able to impress their customers
positively. Therefore, it is the better way for marketers to achieve organisational goals.
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P4 Development of e-commerce and platform of digital marketing and channels in comparison to
physical channels.
In compare to the physical channels e-commerce and digital marketing channels has been
developed to help companies in a better way. At present world, internet is a very instant access
by which people can get connected with each other and able to have target to change the scenario
by using digital technologies in a proper manner. Whereas, hardware and internet are both are
interconnected and correlation of e-commerce, with the help of this firms are able to introduce
their product via marketing, advertising by which people can get attract and able to purchase
online goods effectively (Cunha, 2017). Therefore, e-commerce plays important role which is
very helpful for firm to achieve their target market. In reference with TESCO digital marketing
and e-commerce are both important term in comparison with physical channels.
Therefore, this can be said that both terms are useful for company in order to select better
platform for conducting marketing research and it help them to achieve their targeted goals and
objectives in a proper manner. By following different types of digital technologies they can make
unique channels in order to promote their entire goods and services as they deal with grocery
product and general merchandise (Ahmed, Sultana and Ahmed, 2018). It will help them to
increase their potential growth into the marketplace and also increase growth of e-commerce in
an appropriate manner. As physical channels are involve radio, newspapers etc. so when this
firm will sell its items online then it will be easy for customers to buy and maximise firms
growth and functions.
TASK 3
P5 Digital marketing plan and strategy to build multi channels capabilities.
STEP 1:
Situational analysis:
Within marketing, competitors analysis mainly used to address strength and weakness of
their effective customers. In reference with TESCO there are several activities which mainly
influenced by external environment positively and negatively both, mentioned below:
PESTLE Analysis:
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 Political: This factor plays different role in every nation, this because every country has
their own governmental rules and regulations. In TESCO they are needed to follow
appropriate structure of every country while they expend their business globally.
 Economic: Labour cost is necessary in this factor that can influence UK supermarkets.
Therefore, TESCO should focus on their cost and pricing strategies to gain profits
(HUANG, 2014).
 Social: At present scenario, customer's shopping trends constantly changing with time.
This is because people wants fast delivery and flexible goods with return policies. So that
TESCO should focus on these assorted things to gain effective brand image.
 Technological: Some years ago TESCO was facing issues like customer experience and
so on. Through adopting new technologies this firm is able to regain customers trust and
gives better experience to customer's by using digital technologies.
 Legal: When law changes within country then it directly affects business functions of
TESCO, in order to reduce this factor they are needed to apply low pay rights on its
goods that will influence customers.
 Environmental: In this factor TESCO is needed to focus on packaging factor that should
be eco-friendly so that firm is able to make its presence efficiently (Ho, 2018).
Internal Analysis
Strength :
TESCO has won so many awards for its
retail excellence, so that they have good
experience of shopping.
Weakness :
Some of subsidiaries from TESCO are not
operating well that create negative impact on
customers.
Opportunities :
There is huge opportunities for them to
grow online shopping along with home
delivery systems.
Threats :
There are few competitors of this firm so
that they are needed to follow country's roles
perfectly.
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STEP 2:
Digital marketing goals:
In order to work on SMART goals that identifying specific, measurable, attainable,
relevant and timely. With the help of these sorts of goals TESCO is able to take effective actions
towards their own strategies and achieve good image into the marketplace (Tortajada Trullenque,
2017).
STEP 3:
Marketing strategies
Brand position: In order to gain unique image of brand TESCO is required to adopt
more innovative techniques and tools by which they can focus on those products which they
offer at marketplace. By having this type of thinking in mind from the help of digital techniques
they can give better position of its brand in an effective manner.
Key segments: This segmentation is mainly based on demographic which involves
income, gender and age in which this firm is focusing and provide goods and services
accordingly.
STEP 4:
Digital strategies and tactics
In the present scenario there are numerous channels and online shopping ways by which
TESCO is able to get accurate information towards its customers and gives them better ways for
shopping through applying digital techniques (Fernández Pérez, 2018).
STEP 5:
Measuring results
After considering all these factors, lastly TESCO evaluates and measure overall process
of their online business as well as offline. With the help of this conclusion they can make more
better ways to expand their business globally along with they are able to develop this type of
strategy by which they can formulate new channels to build strong relationship with customers.
P6 How omni-channel marketing has evolved.
Within the technological advancements business practices are really need effective
marketing tools and techniques so that they can develop unique internet plan properly. Herein,
Omni channel marketing develop effective customer's experience towards business across the all
channels. In reference with TESCO this is helpful strategy which helps them to target potential
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customers by using social sites, e-commerce so that firm can easily interact with customers and
achieve unique image.
TASK 4
P7 Techniques and performance metrics in digital marketing.
Digital marketing is an effective approach that help a firm to market its commodities
through opting digital technologies available on Internet, by display advertising, apps on mobile
phones or other digital mediums. Now a days, it is essential for an entity to evaluate digital
marketing efficiency as it assist in business growth. Following are some measurement techniques
and performance metrics that can be used by TESCO managers in digital marketing:
KPI: It is effective technique to measure digital marketing of company. With this
technique, TESCO managers will be able to measure service delivery and analyse that its digital
marketing is working on track for attaining beneficial outcomes along with improvements. In
addition, the measurement technique assist to monitor effectiveness of its digital marketing
according to set benchmarks, analyse directions where the campaign is heading, engaging
customers with the digital content. Benefits of using the measurement technique is that it tracks
progress and provide measurable results. However, its disadvantage is that it decrease quality
and only emphasis on achieving short term orientations.
Use of analytical platforms: The another technique for measuring digital marketing of
an organisation is using analytical platforms. Analytical platforms are solutions that are designed
to address users demands, attitude for the marketing campaigns. These platforms measures and
manages performance of digital marketing so to maximise marketing activity effectiveness along
with justifying investments. For digital marketing of TESCO, managers can use various
analytical platforms such as Adobe Analytics, Google Adwords and so on. Its advantage are that
it helps in making decisions in fast and informed manner and enables to implement preventive
measures. However, disadvantages of using analytical platforms are that various times, it do not
provide real time accessibility to data.
Measurable metrics: It is a performance metrics that displays measurable value for
showing progressions within digital marketing of company. As per the objectives of company,
performance of digital marketing aspects are measured with this. With TESCO, there are various
measurable metrics available for measuring real time performance of its digital marketing. One
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of them is HootSuite that determines entire performance of business on social media. Advantage
of measurable metrics is that it provides accurate information about performances and
identifying market performance. But its disadvantage is that it involves huge risk of inaccuracy
and high specificity degree.
The procedure that can used for measuring digital campaigns of TESCO includes setting
business goals, committing time frame, determining success factors, providing specific details
and creating measurement template (Procedures for measuring digital marketing campaign,
2019).
P8 Set of action to improve performance in digital marketing.
In order to improve performance in digital marketing TESCO is required to focus
managing activities by which they can save time and money as well (Ghosh and Sharma, 2017).
Some set of actions through which TESCO can improve its digital marketing performance are
the followings:
Reviewing strategies: Through reviewing marketing strategies time to time, mangers of
TESCO can improve its digital marketing campaign performance. Moreover, the entity can also
outsource experts to gain accurate advices regarding existing activities and improving them with
situations of other digital marketing platform.
Exploring current trends: The another action in which existing trends within digital
marketing platforms are explored and decisions are framed for implementing similar ones to
improve organisational digital marketing performance. By working as per existing or emerging
trends, all the performances are improved effectively related to digital marketing mechanisms.
Optimising SEO: When companies optimises SEO then they effectively improve their
existing performance within digital marketing. SEO provides assessment of entire scores related
to marketing page in digital platform and provides improvement aspects. Through auditing
process also, digital marketing of TESCO can be improved to huge extent.
Population measures: By measuring attitude and perceptions for the digital market
campaign, companies like TESCO can improve their performances through devising suitable
strategies and implementing the same. Moreover, the action will assist in improving web content
as per population demands that will further help in overall improvement in performances through
attracting more population and increasing number in such marketing.
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CONCLUSION
According to the above report it has been concluded that, focusing on digital marketing
strategies and techniques are very helpful for TESCO in order to increase their growth of
business at marketplace. With the help of this they can deliver better services to customers and
able to increase their sales by beating their competitors effectively. So that they can easily make
better plan through applying digital technologies and able to influence customers positively.
Therefore, digital technologies are more important to have better value and good image of brand.
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Procedures for measuring digital marketing campaign. 2019. [Online]. Available through:
<https://freshsparks.com/digital-marketing-success/>
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