Digital Marketing Landscape and Tools for Tesla Inc.

This report discusses the digital marketing landscape and tools used by Tesla Inc. to promote its products and services. It covers consumer trends, e-commerce, and comparison of digital marketing platforms with physical channels. The report evaluates the opportunities and challenges facing the digital marketing landscape and critically analyzes the use of appropriate digital tools. The subject is Digital Marketing and the course code is DMKT5008.

Digital marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK1.............................................................................................................................................4
P1 Digital marketing landscape and different online and offline marketing .........................4
P2: Consumer trends and insights .........................................................................................5
M1: Evaluate the opportunities and challenges facing the digital marketing landscape........6
TASK2 ...........................................................................................................................................7
P3: Key digital tools and hardware that are available to marketers.......................................7
P4: E-commerce and digital marketing platforms and channels in comparison to physical
channels..................................................................................................................................8
M2 Critically analyse the use of appropriate digital tools....................................................10
D2 digital marketing landscape and the impact of the growth of e-commerce ...................10
TASK3...........................................................................................................................................11
P5: Develop a digital marketing plan...................................................................................11
P6:Omni-channel marketing.................................................................................................13
TASK4...........................................................................................................................................13
P7: Evaluate the measurement techniques and performance metrics in digital marketing. .13
P8: Actions to improve performance in digital marketing...................................................14
M3: Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign
..............................................................................................................................................15
M4: Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.........................................................................................15
D2 Develop digital marketing strategy and determine its implications...............................15
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Digital marketing is defined as the process that use mediums of internet, social media,
mobile devices. Search engines as well as other channels the ensures organisational reach
towards potential customers. Digital marketing plays important role in the success and
development of organisation (Ghosh. and Scott, 2018). In current business environment, it is
necessary for business to adopt changes as per the demand of market for the purpose of attaining
all defined goals and objectives. Business adopts digital marketing as a tool to reach or approach
potential customers and persuade them to purchase organisational products and services. In this
report the chosen organisation is Tesla,Inc. Which is electrical vehicle manufacturer as well as
clean energy organisation. The organisation is established in July1, 2003 by the See Founding,
headquarter of organisation is situated in Palo Alto, California, United State. Organisation
operates business in 35 locations. In this report overview of digital marketing, and difference
between offline and online marketing concepts covered, consumer trends, digital tools are
mentioned. Development of e-commerce and digital marketing and omni-channel marketing is
being discussed. Apart form that measurement techniques and performance matrix is covered in
this project report.
TASK1
P1 Digital marketing landscape and different online and offline marketing
Digital marketing: The concept of digital marketing is defined as the utilisation of
various digital platforms such as social media channel, internet, search engines as well as other
channels that facilitates the business to reach potential customers market segment and provide all
necessary information about organisational products and services.
Digital marketing landscapes:
Evaluation of internet: As internet is the most important aspect of digital marketing that
is firstly used as a private communication network communication in businesses. After some
time world wide web as well as various other data and content is being evaluated that facilitate
people to convey all necessary information and data to others at fast rate. It helps Tesla, Inc to
connect with relative customers and market segment.

Big data: In current business environment, Tesla, Inc. develops customers profiles
through using big data. It plays important role in respective organisation to conduct various
marketing campaigns and help to take effective business decisions.
Web 2.0: The respective concept focuses on capability and ability of people to share as
well as collaborate various information through different social media and communities that are
based on various web networks (Olstad, and Lee, 2020). Tesla, Inc. organisation publish various
promotions about new products on social media networks to reach potential customers.
Difference between online and offline marketing
Concept Online marketing Offline marketing
Meaning Online marketing is defined as
the process of selling
organisational products and
services through various online
channels like e-mails, social
media.
Offline marketing is defined as
the procedure of selling
organisational products and
services by offline channels
like telemarketing and print
ads.
Focus Online marketing generally
focus on content.
Offline marketing concentrates
on products.
Cost It is cost effective method of
marketing and provide a place
to meet all target audience.
On the other hand, offline
marketing involves high cost
and it consist scattered
audiences.
Parties Online marketing involves
third party like search e-mails
and social media.
In offline marketing mass
media, telephones as well as
phones centre are involved.
P2: Consumer trends and insights
Digital marketing is defined as the effective tool and technique that facilitates
organisation to promote various products and services for the purpose of enhancing
organisational profitability and brand awareness in market place. As in current business
environment, every organisation use digital marketing and other technologies and use different

trends to make effective and competitive positioning in market to attain growth and development
objective.
There are various consumer trends as well as insights that plays important role in growth
and development of digital marketing, these trends are voice search optimisation, advertising,
influencer marketing, artificial intelligence, video marketing, automated e-mail marketing and
various other. Through utilising these trends Tesla Inc. analyses current marketing conditions,
needs and demands of customers to satisfy them trough providing quality products and services.
As AI platform of digital marketing helps respective organisation to perform functions
efficiently that lead towards higher customer satisfaction through meeting their needs and
requirements (Wirth, 2018)(Mustika, 2019). There are various factors that are responsible for
fuelling the growth of di9gital marketing are changes in demands and preferences of customers,
business technologies, current marketing trends and changes communication channels that affect
marketing activities of Tesla Inc. Respective organisation implement all these changes in
business strategies and marketing activities that lead business towards executing effective and
innovative digital marketing which help business to communicate target audience and segment.
Through digital marketing, respective organisation identify all requirement and preferences of
customers than provides quality products to meet their demands. It helps to enhance brand image
among potential customer and market place.
M1: Evaluate the opportunities and challenges facing the digital marketing landscape
Digital marketing landscape is defined as the broad term that plays important role in
growth and development of business and marketing activities. There are various challenges as
well as opportunities are attached with the concept that impacts on business in positive and
negative manner. It facilitates Tesla by maintaining its competitiveness in market place by bring
low cost producer than other competitors. Because of that business can provide high quality
products to customers at lower price. Misinterpretation of market information is the biggest
threat that impacts on business performance and productivity. If business adopts inappropriate
digital marketing strategies and tool these problems are raised that affect business success.

TASK2
P3: Key digital tools and hardware that are available to marketers
Businesses use various digital tools as well as hardware that are comparatively different
form physical channels of Bricks and mortars.
Bricks and Mortar is defined as the traditional way of marketing process that is used by
the organisational marketers to attract customers towards organisational traditional physical
stores to purchase products and services. In current competitive business environment it is less
effective practice that enable business to sustain. Organisation which are dealing in physical
stores and channels use this marketing approach to conduct business approaches that facilitates
to attain defined goals and objectives in defined manner.
As compared to Bricks and Mortar, digital marketing is attractive as well as productive to
promote organisational products and services. Most of organisation adopts digital marketing that
consumes less time and ensure higher productivity. There are various online campaigns are
conduct by the organisation on various social media platforms that facilitates to attain desirable
outcomes. There are some digital tools and hardware are mentioned below:
 Social media marketing (SMM)- Social media marketing is defined as the platform that
facilitates organisation to connect wide customer base that enhances overall engagement
rate of business in market (Bondarenko and et. al., 2020). There are various social media
platforms such as Instagram, You Tube and Facebook and various others on which Tesla
Inc promote organisational products and services for the purpose of enhancing business
awareness that help to target more wider geographical area.
 Landing page and lead capture tools- This tool of digital marketing concentrates on
developing effective and creative marketing as well as advertising campaigns that help
business. It facilitates customers to collect various information and data about specific
product and services by just clicking on defined link.
 E-mail marketing tool- The concept of e-mail marketing helps to develop effective
content that is shared with potential customer for increasing brand image and customer
engagement rate. As respective organisation publishes advertisements and promotions
through e-mails to attract new customers and retain existing customers to generate higher
revenue.

 Graphic creation tools- Graphic creation is the digital marketing tool and hardware that
helps respective organisation to develops effective content and includes various visual
efforts attract more customer base and enhance quality of content as well (Thiraviyam,
2018). There are various graphics tools are used by Tesla Inc to develop effective and
innovative content to that help to promote organisational products in quite innovative
manner that enhances business market share and customer loyalty.
 Search engine optimization- It is the most effective digital marketing tool that facilitates
respective organisation to enhance ranking on webpage that helps to attract more
customers and enhance the rate of customer engagement rate.
On the other hand Bricks and Mortars is defined as the traditional business that provides
products and services to customers through face-to-face interaction. As local organisation open
their stores at defined place and provides their products to customers. This is related to
developing physical presence of business that can be taken on lease or rent. There are various
physical modes of marketing are used by the organisation such as hoarding word to mouth
marketing and marketing by providing sampling that are totally different from digital tools of
marketing.
P4: E-commerce and digital marketing platforms and channels in comparison to physical
channels
E-commerce is defined as the function of buying or selling of organisational products and
services through using different electronic mediums and internet (Yaghtin, Safarzadeh, and
Zand, 2020). The concept of e-commerce is the alternative method of bricks and mortar that
facilitates organisation to maintain effective online presence through different webpages that
help to advertise and promote organisational products and services. As there are various platform
of e-commerce and digital marketing is used by the Tesla, Inc. that are developed because of
enhancing rate of globalisation form 1960's and now various digital techniques are developing
according to demand. Respective organisation manage various marketing activities through
various platform like SEO, SMM, email marketing and content marketing. In current business,
various businesses relies on social media and other digital platforms to maintain customer
relationship and their engagement rate with organisation.
In the functions of marketing various changes are happened according to requirement and
in current situation traditional method of marketing is being replaced by modern tools of

marketing. Before business use B2B and e-mail marketing e-commerce and now different social
media marketing platform is used that is most effective digital marketing platform that facilitates
Tesla, Inc. to reach wide range of customers and generating higher revenue as well (Lobstein and
et. al., 2017). Apart form them there are various physical marketing channel like hoardings door
to door marketing as well as other mediums that attracts huge customers towards organisational
products and services.
In context of Tesla, Inc., organisation use different digital marketing and e-commerce
that facilitates organisation to maintain interaction with wide area of customer and persuade
them to purchase products and services. There are various SMM and different official websites
that are used by business promote products and services and attract customers through effective
content (Lv, 2019). It enhances competitiveness and profitability level of organisation as well as
provides various sustainable competitive advantages as well.
There are various physical as well as e-commerce channels that are used by the
organisation to promote organisational products and services to attract potential customers and
enhance organisational reach. These channels are mentioned below:
Physical channels E-commerce and Digital marketing channel
Advertisements in newspapers- These are the
oldest methods of advertisements in which
various advertisements are published in
newspaper. Tesla uses this medium for
promotions of organisational products because
newspaper is used by the mostly people.
Social media marketing- Tesla organisation
creates profiles on various social media
channels on which organisation promotes
products and services through sharing images
and videos. It facilitates business to reach large
customers in short period of time. Instagram,
Facebook and You Tube are social media
channel that are used by the organisation.
Posters- Tesla promotes organisational
products through publish posters and stick
them in the areas where most of people are
walking. Respective organisation prepares
attractive posters with inserting pictures and
images that attracts customers.
Email marketing- In email marketing
organisation mails for spreading information
about organisational products and services and
persuade then to purchase these things. Tesla
regular keep in touch with its customers to
retain them with organisation for long period of

time.
In store marketing- In-store marketing is the
most effective method of physical marketing.
According to this marketing technique
organisational staff members are responsible
for providing reliable information to customers
to attract them to purchase products. Tesla
employees highly motivated and skilled
employees who have ability to promote
products properly.
Website marketing- Website marketing is
effective way that are undertakes by the
organisation to promote offerings. Tesla
formed its own websites to attract customers.
Official information related to product and
services are published on organisational
websites. It facilitates business to attract
customers and enhance customer base.
M2 Critically analyse the use of appropriate digital tools
Hardware digital tool are used by the Tesla organisation to advertise its products and
services in newspaper for the purpose of reaching traditions customers. These marketing
methods enhance awareness of customers regarding product offering. In order to capture larger
market share traditional marketing is the most appropriate method. There are social media
marketing platform also used by the Tesla to reach larger customer base of specific defined time
period. Is facilitates organisation through saving cost and time that can be utilised in other
promotional activity. As number of users are active on social media platform and digital
marketing help to attract as well as persuade them to purchase business products that enhances
sales and profitability ratio.
D2 digital marketing landscape and the impact of the growth of e-commerce
Growth and development of e-commerce and digital marketing plays important role in
business which are involve in digital practice and transactions. Tesla uses various social ans
digital media platforms to promote organisational products and services to earn higher revenue.
Home delivery option is also adopted by the respective organisation that enhances customer
base. Development of e-commerce is important for business digital marketing landscape. Tesla's
operations also increases with e-commerce growth and provides various competitive advantages.
As respective business perform business activities through various digital platforms that enable it
to gain higher market share through maintaining effective image in the minds of customers.

TASK3
P5: Develop a digital marketing plan
Digital marketing plan is defined as a blueprint document or framework that contains
various relevant information of digital marketing actions as well as strategies that are performed
by the organisation to attain defined goals and objectives. These plan and approaches are
formulated for specific period of time according to objectives. There are various steps are
included in creating digital marketing plan and multi-channel capabilities that are followed by
the organisation. All these steps are defined below:
VISION
The vision statement of Tesla organisation shows its goals and objectives of organisation
that are relates to provide quality products and services to customers through online as well as
offline modes.
MISSION
Mission of Tesla organisation is to become best retailing organisation in market to sustain
in competitive business environment.
MARKETING OBJECTIVE
Marketing objective of organisation is to stay in preference of customer's mind.
Organisation want to enhance its sales by 10% and revenue by 5%.
Situational analysis: In the first step of developing d9igital marketing plan, Tesla Inc,
analyses all organisational internal as well as external factors such as business strengths,
weakness, opportunities and threats that facilitates the respective organisation to formulates
strategies and planing for attaining goals and objectives.
SWOT ANALYSIS:
 Strengths- Strengths of Tesla is having efficient financial resources, brand loyalty,
skilled and experiences employees and quality products and services that provides
various competitive advantages than other competitors.
 Weaknesses- Weakness are defined as the qualities that prevent business from attaining
goals and objectives. Ineffective decision-making process, lack of USP, insufficient
research are the weakness of Tesla that impacts its growth and development.

 Opportunities- Opportunities are the factors that are provides by the external business
environment in which business operated its operations. Global scale expansion and
sustainability trends are the factors that facilitates business to gain opportunities.
 Threats- Changes in technology, competition and employee unrest are the factors that
create threat for business.
Establishing digital marketing goals: When all organisational strong and area of
improvements are identified than Tesla Inc develop effective marketing goals in planning in
order to work towards meeting these goals. Organisation formulates SMART objectives that are
attainable, specific and measurable.
Define marketing strategies: When all goals are establishes than effective marting
strategies are formulated by the organisation to attain defined goals in well-defined manner.
Tesla Inc divides groups on the bases that their characteristics and similarities and target specific
segment to provide products and services and creating organisation differentiates image in the
minds of customers. ap[art form that create effective content and choose appropriate mode of
promotion.
Segmentation, Targeting and Positioning (STP):
 Segmentation- In segmentation phase, business segregates whole market in small groups
or segments that are easily target by the organisation to attain defined objectives. Tesla
segment market on the geographical, demographic and other similar characteristics.
 Targeting- In this stage, organisation targets specific segment of market to provide
products and services. Tesla targets the customers who require affordable and sustainable
vehicles.
 Positioning- It is the stage in which business maintains its differentiated image in mind
of customers through providing quality products and services on affordable prices. Social
media channels are use by organisation promote products and services.
Digital strategies and Tactics: Organisation develops effective strategies as well as
tactics through using e-mail marketing, campaigns, SEO strategies and customer relationship
management that helps business to perform all marketing functions in more efficient manner. In
tactics organisation implement the marketing mix that are related to products, price, place and
promotion. Social media platforms are used by the Tesla to attract customers.

Measure results: In the final step all results are measured and ensure that all strategies
are worked according to planning and organisation gain maximum ROI and customers loyalty.
P6:Omni-channel marketing
The concept of Omni channel marketing is defined as the multi channel sales platform
that provides effective and integrated shopping experience to potential customers. As the
respective marketing channel help organisation to develop digital presence through
implementing various digital platforms like social media,n websites and other digital channels.
The marketing is related to use traditional methods to send message to customers. Tesla, Inc.
organisation utilise omni-channel marketing to maintain interaction and connection to customers
that help to enhance brand awareness and loyalty (Faozi, and Yani, 2020). Centralised single
routine system is used in the omni-channel approach for the purpose of enhancing customer base
an d enhancing organisation market share.
The concept of omni-channel marketing is being evaluated by multi-channel marketing
that is started in late 19th as well as early 20th century. Apart form that, there are hyper-
connectivity is being evaluated for the matching customer's expected experience. It is very
important evaluation that take place from multi-channel marketing to omni-channel marketing
for Tesla Inc. as the organisation do not contains different agents who handle various
communication channels to provide quality shopping experience to customers with organisation.
Omni-channel marketing concept is being evaluated in 2010 that analysis customers experiences
at all level of shopping.
Hence, omni-channel marketing provides quality experience to its customers across all
marketing channel to to enhance their overall buying journey. Tesla needs to identify and
evaluate effective strategy and conduct marketing campaign on various social media channels
attract customers and provide personalised experience with organisation. Respective organisation
creates unique pages and sites on different social media channels and conduct promotional
activities on them to attract customers.
TASK4
P7: Evaluate the measurement techniques and performance metrics in digital marketing
There are various digital marketing matrix as well as KPIs are used by the organisational
marketing team to measure and track performance of their marketing campaigns. Tesla Inc.

utilise various tools and techniques to promote organisational products and services and monitors
customers purchasing experiences as well. Marketing metrics is defined as a measurable value
that facilitates business to track their performance properly. Tesla Inc evaluates performance
metrics in digital marketing through various techniques such as - overall website traffic, cost per
lead, brand awareness, evaluating new visitors and returning visitors and through applying lead
conversion rate. There are various other techniques as well that are used to identify brand
impression on customers and respective market place (Byrne, Kearney, and MacEvilly, 2017).
All these techniques help organization to enhance overall experience of customers with brand
and enhance in respective market place.
Key performance indicators: Key performance indicator are the most effective tool to
measure performance of organisation. It is related to assess that how organisation attain its
objectives through using digital marketing activities. Tesla evaluates organisational performance
and sales by likes and share on social media pages.
Benchmarking: Tesla use the technique of benchmarking that facilitates organisation to
assess organisational internal sufficiency that enhances performance. It is related to measure the
business performance against to the factors that are best in industry.
Google Analytical: It is related to internet analytics that is provided by the Google in
terms of keeping track of the concerning website traffic. Respective organisation uses it to track
organisational performance and efficiency.
P8: Actions to improve performance in digital marketing
There are various actions that are used by the organisation for the purpose of improving
organisational performance of digital marketing. Some actions are defined below:
 Focus on conversion: Most important aspect of ensuring success of digital marketing is
effectiveness of data that affects all decisions as well as actions of marketing team. Tesla
Inc focus on creating attractive data or content that attract customers towards
organisation.
 Establish standards for long-term value: Tesla Inc. develop various performance
standards that facilitates the organisation to attain long term values that continuously
motivates and there are various innovative approaches are used to develop defined
performance standard to accomplish defined goals and objectives.

 Double down on customer service: Respective organisation emphasis on providing
quality products and services so help0s business to meet all determined objectives. Tesla
Inc. organisation concentrates on fulfilling customers demands and needs effectively. Create customer buying journey: Organisation develops effective customer buying
journey to analyse customers buying behaviour and create marketing strategies
accordingly.
 Purchasing journey: Purchasing journey is the efficient technique of digital marketing
that is implemented by the organisation to identify needs, desire and their expectations
from organisation. It ensures business that products are manufactured according to
demand of customers that enhances effectiveness of business.
M3: Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign
There are various tools techniques are used by the organisation to plan omni-channel
marketing campaigns that enhances customer's experience with brand. Tesla creates effective
buyer persona to identify customer needs and requirements, segment customers on the bases of
their their similar characteristics who are easy to target. Organisation priorities in used social
media channel and devices, invest in customer support and measure efforts of campaigns that
enhances overall effectiveness.
M4: Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing
There are various key measurement digital techniques and performance matrix are used
by the organisation to evaluate the effectiveness of digital marketing campaigns. As Tesla uses
various matrix such as total site visits and number of new visitors to enhance effectiveness of
campaigns. Furthermore, website traffic leads, brand awareness and returning visitors leads are
some metrics that are implemented by the Tesla to assess the effectiveness of digital marketing.
It facilitates to maintain campaign successful and enhance organisational customer base.
D2 Develop digital marketing strategy and determine its implications
The digital marketing is considered as the tool in which business promotes its products
and services through internet. Omni-channel marketing is the method that enhances
organisational productivity through four online and offline tools through which business can
promote its products. Tesla promotes its products and services through digital marketing that

facilitates business to enhance customer base. Respective organisation implements various
marketing strategies such as STP to identify target customers in order to accomplish objectives.
CONCLUSION
As per above report, it can be concluded that marketing plays essential role in the growth
and development of business. It is the process of promoting organisational products and services
in market place and persuading customers for purchasing them that enhance profitability ratio
and brand awareness of business. In digital marketing various digital modes such as social media
marketing, e mail marketing and video marketing is used to promote products and services that is
differentiated from traditional marketing. There are various consumer trends that impacts on
digital marketing.

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