Opportunities and Challenges in Digital Marketing for Effective Marketing 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