Digital Marketing Landscape and Tools for Tesla Inc.

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