Digital Marketing Strategy

Digital Marketing Strategy

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Digital Marketing Campaign...........................................................................................................3
Step1: Situation Analysis.............................................................................................................4
Step 2: Linking digital marketing strategy with digital business................................................6
Step 3: Formulate Objectives.......................................................................................................6
Step 4: Implementation Plan........................................................................................................7
Step 5: Budgeting........................................................................................................................8
Step 6: Measuring the campaign..................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing campaigns are the most successful methods or the approaches for reaching
the potential customers but also are considered as the time consuming and costly method which
does not provide any guarantee for giving the positive ROI. These are online strategies in which
the goal is to promote the product or service of the business which is done by increasing the
traffic, engagement and the conversions (Bala and Verma, 2018). Tesco is the renowned retailer
headquartered in England, UK. It is also considered as the market leader in UK dealing in
groceries, financial services, consumer goods and telecoms and in many other countries in which
it operates. This company has become the third largest retailer in the world and it considers its
marketing the most important tool for its rapid success (Tesco, 2021). The report will focus on
the digital marketing campaign which is organised by the company along with performing the
internal and external analysis of the company.
Digital Marketing Campaign
Overview of digital marketing process
Digital marketing process consists of various steps in implementing and achieving the
digital strategies. This helps in scheduling the posts, engaging with the audience and to curate the
content as well. The main reason behind the rapid success of Tesco is its large customer base and
its strategies. For increasing the number of customer, the company organises digital campaigns
on various occasions like Father’s day, Mother’s Day etc. The company uses various platforms
like Facebook and Twitter for building stronger and effective relationship with the customers and
to aware them about the changes made by the company regularly regarding its products and
services. Tesco is the world’s largest online grocer with an annual turnover of one billion pound
through the online platforms in UK (Mandal and Joshi, 2017). Using these platforms, the
company also started providing the online services. The company used various platforms for
implementing its online marketing strategy such as banner ads, websites, opt-in e-mail. Mobile,
TV, m-commerce e-tools etc. This is how the company is striving hard to build its web business
by harmonising the customers’ power. The company also initiated the Friday Frenzy promotional
campaign on the widely used social networking platform known as Facebook for promoting its
clothing which also helped in gaining the results in form of 40,000 customers per week. The
company also organised viral marketing campaign which helped in creating product awareness
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