Opportunities and Challenges in Digital Marketing for Effective Marketing of Asda

This report outlines the opportunities and challenges of digital marketing for Asda, including tools and techniques for marketers, effectiveness of tools in terms of reach, impact and cost, and designing a digital marketing campaign that integrates and optimizes digital channels to target the audience of Asda.

Unit 34

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Opportunities and challenges in digital marketing for effective marketing................................3
Tools and techniques for the marketers for an integrated market approach...............................6
Effectiveness of tools in terms of reach, impact and cost...........................................................7
Designing a digital marketing campaign that integrate and optimizes digital channels in order
to target audience of Asda. .........................................................................................................8
Measurement techniques and performance metrics in digital marketing..................................10
Actions to improve performance in digital marketing..............................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing refers to the marketing of the goods and services through the digital
channels such as social media, email, apps or through different search engines or websites. By
using these companies can explore there business globally. Asda company is the supermarket
chain and it was founded in 1949. This report will outline the influences of the digital marketing
for the effective marketing of Asda company. Further it will examine the opportunities and
challenges for the effective marketing like what are the opportunities of the Asda company
which makes them lead in the competitive market. Further it will also outline the tools and
techniques and the effectiveness related to reach, impact and cost. This report will also outline
the design of digital marketing campaign that integrates the multi-digital channels to reach to the
key audiences. This report will also evaluate the methods of monitoring and measuring a digital
market campaign, measurement of the techniques and performance metrics in the digital
marketing and actions to improve performance in the digital marketing.
MAIN BODY
Opportunities and challenges in digital marketing for effective marketing
Digital Marketing refers to the marketing which use electronic media in order to promote
goods and services by social media, websites, email etc. (Bala and Verma, 2018.). It is called
online marketing as customers can purchase the brand and non-brand products through different
websites by using internet or by other medium of digital marketing. It has a great influence on
the today's generation.
There are many opportunities and challenges to expand the business organizations in the
digital marketing. Some opportunities in the digital marketing of the Asda company are:
Easy consumer reach: The very easiest way to reach to the customers is through online
marketing. The company can reach to the number of customers at one time (Dumitriu and et.al.,
2019). By using internet or different digital modes like websites, different apps, search engines
company can explore its products and services. Asda company is the largest supermarket chain
so it can expand its business through this medium and reach number of customers at a same point
of time. It can reach to the customers through different social media like Facebook, Instagram
and through other modes.

Direct advertising: Digital advertising is the cheapest modes of advertising because little
cost is required to advertise the products. By advertising digitally the customers become more
aware about the products brand and quality. Nowadays companies can easily explore there goods
and services through the digital channels. The cited company can also do the digital advertising
to attract the customers to buy the products. The company should do good digital advertising and
use different key factors which helps the company to survive in the competitive market.
Company can make its page on the social media where it can do direct advertisement for their
new products. This helps the customers to know about the new products launched by the
company.
Perpetually Displaying the ads: Some customers have no time to explore the digital
channels for doing online shopping so the company can display the ads perpetually on the
different websites which helps the customers to attract through those ads and reach the websites
for purchasing that products (Isohella and et al., 2017). The cited company can make the ads of
there company and display perpetually on different apps which makes target and non target
customers attract for the online shop. This perpetual ads can be done on the sites which are
frequently used by the consumers.
Global advertisements: Digital marketing is the easiest way to do the advertising
globally. It makes the international customers also by do advertising on digital channels. Asda
company should do the global advertising to increase there customers internationally by doing
good and attractive advertisements of its business. By exploring globally the cited company can
earn more profit.
Cost effective channel: Digital marketing is the cheapest method of doing advertising
globally using internet and digital channels as compare to the traditional advertisements like
advertisements through newspapers, television, banners etc. Social media play an important role
in exploring the products digitally. The cited company can explore there business digitally
because little cost is required for the advertisements as it does not affect the profit level of the
company. The marketing can be done by Twitter, Facebook, Instagram, Blogs etc. which are
cheaper for the consumers.
Consumer's convenience to shop online: Digital marketing helps the customers to shop
anytime and from anywhere. It makes an opportunity for the marketers to sell their products even
if the shops are closed (Gupta, 2020). It helps the company to earn profit more even when the

market are closed. The cited company can make its website on which products are available
every time by which the customers can purchase the products of the Asda company.
Check the marketing activity: It helps the company to check and measure the marketing
activities like digital channels are working or not. It also helps the company to evaluate the
market structure and audit the quality of the competitive brands. The cited company can do
accountability of the marketing activity and measure that their digital channels and sites are
working or not.
Challenges of the digital marketing.
Risk of hacking the websites: It is the major risk of doing the digital marketing as
sometimes the websites or other digital modes may get hacked. The websites made by Asda
company may get hacked from its competitors as it can be easily tracked and copied. The cited
company must focus on this drawback otherwise it will reduce the profit.
Advertisement for limited products: It is the drawback for the company because large
products companies can explore each and every product online as it is very difficult to advertise
every product. The cited company is also the largest supermarket chain in U.K. It also cannot
advertise every product digitally. So, it a major drawback for the company to sell their products
in the online market. If the cited company is unable to sell and advertise every product than it
can sell and advertise those products which are more profitable to the cited company.
Limitation of internet access: Digital marketing is only related to the use of internet. So,
it is not possible for those customers who did not use the internet or for those where internet
connections are poor. The cited company may face this problem because this may make there
number of target customers low. The areas where the internet access is not possible that
customers are unable to do the online shopping.
High competitive brands: Many brands are available while doing online shopping.
Customers search for the best brand with the best quality. Customers always require the best
quality with the low or adequate prices. The cited company also has many competitors so it may
be difficult for the company to do online marketing because it creates competition in the digital
market. The company should sell there products at a low rate as compare to its competitors
which increases the profit of the company.
Anti-Brand Activities: The another drawback of digital marketing is anti-brand activities
which means the individual or group which drops the image of the branded products (Saura,

2021). By stating negative feedback online it harms the profit of the company. The cited
company must focus on this to maintain the brand quality of its products. The brand image is
very important as it helps the cited company in the success and growth.
Tools and techniques for the marketers for an integrated market approach
Social media marketing: It is most widely used marketing media used by business. Social
media platforms includes Facebook, You Tube, Twitter etc. It is the one of the best used
marketing media to explore the business. It makes the people aware about the new and latest
products, make business to improve their results which increase their sales. The cited company
must used this tool and technique to explore their products worldwide. By this they can
advertise their new products.
Email Marketing: More than half percent of digital marketing is done by the email
marketing. It is the best way to gather the number of person and advertise the products. It gives
the marketers platform to explore there products through multimedia. It can calculate the rate of
investment of every single mail sent by them (Niculescu and et.al., 2019). The best way to retain
the old customers and also to make new ones. The cited company must acquire this marketing
technique to advertise their products which helps them to get new customers globally.
Search engine operations: it is a technique through which brands are visible on different
search engines which makes customers aware about the new and latest products. Its analyse the
behaviour of the customers for what they are searching for. The cited company can make their
brand available on some frequently used websites and search engines which makes customers
aware about their products and services.
Video Marketing: This technique is used by the business by advertising their products in
a video format. It has some formats like pre-roll, mid-roll and post-roll. These ads are given in
between the You Tube videos or on any other video showing sites. It is mostly of some seconds.
As it is of very less time so the marketer should make the ads attractive and unique which makes
consumers to watch that video. The cited company can use this technique of marketing through
video ads by making some attractive and unique ads for their customers which helps the
company to grow in the competitive market.
Effectiveness of tools in terms of reach, impact and cost
Reach: This term means that the number of consumers or individual are exposed on the
digital channels over a standard time. It also derives the frequency like average customers,

approximate customers or exact number of customers that are watching the same marketing
advertisements (Key and Czaplewski, 2017). The cited company can see their customers by
using these tools and identify their customers that are reaching on their websites. The company
should have high reach in the market as it enhances the goodwill in the competitive market. As
the cited company is having high reach it attracts the more consumer to explore there sites and
do online marketing. By using the traditional marketing the cited company cannot reach globally
to its customers.
Impact: This is calculated that how fast the customers are receiving the message. This is
basically affected by the needs and interest of the individual customers (Krizanova and et.al.,
2019). The company should be more focused on the strategies rather than giving ads. Asda
company marketing campaign should have goal like to reach number of customers at a particular
period. The impact is based on the digital channel that company used to do the digital marketing
of their products and services. It is also based on the brand of the product that the cited company
is selling in the competitive market. The company must also focus on the actual needs of the
customers because of regular changes in taste and preferences and needs of the consumers.
Cost: The marketing tools and techniques are so cost-effective as less cost is required for
doing digital marketing. The company can check that how its business is working globally by
measuring its profits from earlier profit (Low and et.al., 2020). The cost is based on the type of
medium that company chooses for doing the digital marketing of their products. Cited company
must have a good cost management as it helps them to choose the medium through which they
can explore their business. This makes the company to make an accurate about the cost and can
make the necessary improvements. It makes the cited company to derive their marketing cost and
used to analyse the results. This cost helps the company to expand their business in the long-run.
The effective use of tools makes the company to make the cheaper marketing cost and earn more
profits through this.
Analysing of opportunities and challenges of the Asda company in the digital marketing
The challenges that affect the growth of the Asda company are limited consumer link and
communication, competitive brands, limited use of internet in some sectors or having poor
connection of internet, hacking of the sites of the cited company made for exploring their
business and advertising of the limited products of the company.

Cited company has some opportunities to explore there business like globally
advertisements of the products, direct advertising, cost effective as less cost is required for doing
digital marketing, company can reach there customers easily by doing digital advertising etc.
Effectiveness of applying an integrated marketing approach and benefits for Asda
company
By applying the integrated marketing approach it can be seen that the cited company has
a high reach in the global market (Prathapan, Sajin Sahadevan and Zakkariya, 2018.). This
approach shows the impact that how fast the customers can reach the sites of the cited company.
It also makes the company to know about the cost required for doing the digital marketing. It has
some benefits to the company as it can improve the results, improve the products quality by
comparing with the other brands, it gives the company good return on the investment and it also
improves the efficiency of the company in the global market. It can also diversify the products
and services of the Asda company.
Analysis of digital marketing and conclusions for effective marketing of business
organizations
Digital marketing is the most widely used by the today's organizations. Activities related
to the marketing are the part of sales strategy. Digital marketing can be done by the social media
platforms. The cited company must focus on the digital channels to explore their business. It is
important for the company to do digital marketing for making their business more effective. This
makes the company to shift from traditional marketing to digital marketing for expanding of the
business.
Designing a digital marketing campaign that integrate and optimizes digital channels in order to
target audience of Asda.
Digital marketing campaign is an online marketing effort carried out by companies in order to
drive engagements, conversations, revenue or traffic of audience (Riva and Pilotti, 2021). With
utilization of these channels marketing campaigns, may be carried out in a better way by
addressing questions or challenges faced by customers while positioning of their business for
being closer to marketing goals.
Objective:The objective is to design a digital marketing campaign to target audience of Asda. It
is Britain leading retailer in Yorkshire which consist of small supermarkets, superstores, and
supercentre. The company is in search of end to end retail solutions covering logistics, retail

operations, and supply chains and also includes Artificial intelligence, power forecasting, supply
chain visibility etc. A marketing plan will be presented to optimize digital channels to target
audience.
Target Market:
The target market of ASDA are women between the age group of 20 to 30. As they buy day to
day goods for their families and themselves.
Strategies:
Search engine optimization: This strategy helps the company to improve their website as
it should be ranked on top of the search sites on the internet. Asda company is using this strategy
to explore there products worldwide. This is used by them because new customers search new
products direct on the websites. It makes the company to know that how many new customers
are purchasing the products online. This is good strategy adopted by the cited company to be in
contact with their customers.
Content Marketing: The content writing includes the videos, blogs, Photoshops etc.
which attracts the customers to read about the company and their products. Asda company is also
doing content marketing through digital channels by making unique and attractive blogs and
videos which helps to make retain old customers and to make new ones. Its is cost effective for
the cited company as more than half of the cost is required to do content marketing as compare to
digital marketing.
Email marketing: Its focus is on maintaining the old customers and making the new
customers in the competitive market. The important part of this marketing is to refine the
campaigns as to increase the key audiences (Bansal, 2021). It provides valuable information to
the people to get in touch with the company. The cited company use this technique to explore
their information to the number of customers. This makes their customers to be in touch by
having information that what new products are launched by the Asda company.
Measurement techniques and performance metrics in digital marketing
Overall website Traffic: The website made by the company is the image of the company
in the digital marketing. Driving Traffic is one of the important factor in the digital marketing.
This helps the cited company to publish the content and keywords of their brands and products.

It promotes the content of the company on the different social media sites. The cited company
should have target related to the ads promotion and content promotion.
New Visitors vs. Returning Visitors: Dual metric helps to analyse the relevancy of the
company's website (Mellet and Beauvisage, 2020). Number of visits helps the company to know
about how many customers are searching their websites. By giving updated content of the
products the company must check their new customers and their returning customers which
makes them know about how valuable the content is given by the company. The cited company
can create and publish blogs content which can be easily available in the digital channels. The
cited company should do email marketing to measure the new visitors of the company.
Audit of goals: As the company is starting its business digitally it must have a goal in the
global market. Company cannot measure their goals without making the goals of the company.
By having goal it makes the company focused on their work. Company can measure the success
from the started point. It makes the company aware about their new customers by this company
can take decision for making the new products or not.
Time frame measurement: The company should make a goal according to the time frame.
The company should have a concrete time frame for achieving the goal (Purwanti, 2021). By
determining the goal with the time frame it helps the company to accomplish the goal. The cited
company must have a time frame which helps it to measure to check goal with the given time
frame. This makes the company goal-oriented.
Creating Marketing Measurement Template: After deciding the marketing metrics by the
company, it should create a marketing templates which makes it easier to measure and check the
performance of the company. This template includes the goal of the company, overview that
what company has done in the set time frame, good work done by the company etc. The cited
company should make measurement template to check there performance from the past
performance of the company.
Actions to improve performance in digital marketing.
There are some ways to improve the digital marketing are:
The company should focus on the changes in the market rather than only focusing on the
leading in the market. The company should provide proper data to the customers through digital
channels. Data and metrics received by the company helps to make the further decision about the
company. The cited company must make a good content and explore their business globally.

The company should be long term focused. By making websites and making their
products available the company should focus on long term that the customers will attract with
their products and make it purchase (De Pelsmacker, Van Tilburg and Holthof, 2018.). The cited
company should use new technologies to explore their business which helps to earn profit in the
long-run.
Company must check their websites and have record of their social media channels. This
makes the cited company to know the percent of customers attracting with their products. It is
important to make a changes according to trend, demand and strategies in the market.
The company should optimize the SEO and audit the environment. The researchers must
make the good content by having valid key points or keywords which make it easier to the
customers to focus on that products. The cited company make there content easier and attractant
for the customers.
CONCLUSION
The report is based on the digital marketing of the Asda company. It describes the
opportunities of the digital marketing like it can easily reach to the customers, display the
perpetual ads on the digital channels, globally advertise the products, cost effective, customers
can do shopping any time and anywhere but it has some drawbacks also that high competition of
brands, limited access of internet in some areas, hacking the sites made by the cited company etc.
Further it describes the tools and techniques of the marketers like they should use design tools,
create their own app on social media platforms, search engine operations where the customers
can easily search the products of the cited company. It also describes effectiveness of that tools
and techniques in terms of reach, impact and cost. At last, it describes the marketing campaigns
that helps to reach the customers, evaluates the measurement techniques like marketing
measurement template, auditing of goals etc. and it also presents some actions to improve digital
marketing like making content, change according to the demand and technology.

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