Digital Marketing Strategy

Digital Marketing
Strategy

Contents
INTRODUCTION ..........................................................................................................................2
TASK 1............................................................................................................................................3
P1 Critically discuss company's overview with its digital platforms..........................................3
P2. Apply PESTEL framework in chosen organisation...............................................................4
TASK 2............................................................................................................................................6
P1. Introduction of social media platform along with what is social web and brand?................6
P1.1. How companies make use of social web for creating brand awareness.............................6
P2. Examine & analyse what & how business uses social wen to maintain brand loyalty &
brand awareness, do comparison with other enterprise...............................................................7
P3. Analyse conclusion/ evaluation of selected entity of accessing to social web to develop
brand awareness and discuss critically. ......................................................................................8
TASK 3............................................................................................................................................8
Briefly explain concept of traditional marketing & digital marketing. Evaluate concepts in
context of selected corporation ...................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
In business, way of doing marketing activities are changing with period of time. For
example- digitalisation is to be known as current hotspot for executing business activities.
According to present situation, most of business ventures make utilisation of digital platforms in
reference to endorsement and promotion of their commodities and services. So, digital marketing
refers to accessing to audience or market by use of internet & social media tools. Main aim of
this report is to understand importance of digitalisation in business. Along with this, this
concepts conception is become famous with high improvement and progression of technologies
within business activities and operations. For current written document, Tesco is organisation
which is considered. It is a British multinational groceries and general merchandise retailer
(Kingsnorth, 2019). This venture was established in 1919 and is headquartered in Hertfordshire,
England, UK. Document will discuss information about digital marketing tools and techniques
which is utilised by firm. Along with this, PESTEL analysis will explain in reference to assess
market and its influence on digital marketing with strategy. In last, traditional & digital
marketing phenomenon is being compared by considering effective and reliable examples.
TASK 1
P1 Critically discuss company's overview with its digital platforms
Tesco is to be considered as key retailer and supermarket in four main retail sector
ventures which offer groceries and general merchandise commodities in the marketplace. It is a
British international groceries merchandise retailer and the third largest retailer across globe
assesses by gross revenues and the ninth largest in the globe evaluated by revenues. This
establishment operate internationally in different locations with approx 6800 shops and served
different regions like UK, Ireland, India, South Korea, Czech Republic, Slovakia and Hungary

etc. There are estimated 472,000 employees are employed by it and they make their contribution
in running and operating the business of this venture in more developed manner.
The mission of Tesco is “to be champion for target audiences, assisting them to enjoy a
effective quality of life and an easier form of living.”
The vision and aim of respective firm is “ to be most highly valued business by target
audiences we serve, communities within the firm operate, their faithful and committed
colleagues and of course, their stakeholders (Vieira and et. al., 2019). Inspiring, earning trust and
loyalty from consumers, their colleagues and communities.”
Tesco has been focusing on its further business direction with two particular actions mid-
way by 2018 that depicts decision to close down its Tesco Direct business and to open cashless
store which consider a trail of a Scan and Go kind proposition. In term of digital platform, firm
moves to innovator like Amazon which is an effective e-commerce site (Zhu and Gao, 2019).
With evaluation of these business activities, it is seen that entity is United Kingdom grocers are
merging themselves with digitalisation to gain competitive benefit & enhance their survival
period. This has positive impact on enterprise overall organisational structure at wider scale.
Along with this, company has purchased the following applications Oracle HCM Cloud for
Human Capital Management in 2019, Net Despatch Platform for Parcel Data Management
Platform for Postal and Parcel Carriers.
With changing period of time, chosen firm is using social media tools as well as
platforms for promotion & advertising. In relation of this entity, they adopts platforms like You
tube, e-commerce websites like Amazon etc. for marketing their brand at wider scale. Their
marketing department is well aware about how & when to use these digital tools for business
purpose. Through this, they are also able to accomplish competitive advantage in effective
manner.
P2. Apply PESTEL framework in chosen organisation
PESTLE analysis is a strategic tool and technique that is adopt through organisation to
organise external and macro environment analysis & gather data about influence of such aspects
on business actions and execution as well. It consider of six components which covers diverse
area of macro business atmosphere & showcase the influence on business activities and
operation within the particular sector. The elements are mentioned as under in context of impact
of digital marketing strategies of establishment:

Political- It is first component of PESTEL in which it comprises of factors like
environmental law, labour law etc. As Tesco operates at global scale, it is essential for them to
focus on their financial stability & instability. As due to current ongoing situation of instability
of market, political factors affects digital market campaign because of political issues creates
problem within business such as technology products, prices are increasing which ,makes it
difficult for firm to operate effectively. For example- to carry out their operations in India Tesco
has be aware about political issues to market their brand in market digitally.
Economic- It is another element of framework in which it includes factors such as inflation
& deflation rate,foreign exchange rates etc. In context of digital marketing campaign, it is
necessary that they should make focus on economic situation & accordingly develop plans to
offer within diverse form strategies to offer within digital marketing campaign because it enable
in getting attention of range of target audiences (De Pelsmacker, Van Tilburg and Holthof,
2018). So, in viewpoint of selected firm they carry out digital campaigns in such a way which
provide benefits to both business as well as country appropriately.
Social- It is most critical factor which has impact campaigns which are carried out digitally.
This is because it include factors such as attitude, behaviours, shared beliefs etc. It is determined
that social components are changing as well as developing frequently within the retail sector. In
context of digital marketing campaign, it is associated with a way product/ service address wider
segment and consumer efficiently. Further, in relation of Tesco market campaign, establishment
is required to make concentration on making utilisation of digital technologies so that they can
get attention of individual by endorsing several plans which are supple & contrast in reference to
segments.
Technological- With viewpoint of changing situation of market, every SME'S & large entity
are being connected linking them with digitalisation in order to achieve goals in specific manner.
It is changing quickly and influence instantly on choice and preference of consumer. In respect to
obtain success and suitability in marketplace for long term, it is important for company, to make
utilisation of innovative technology in respect to offer efficient facilities to target audiences.
Thus, retail sector is necessary to organise effective research to collect data about accessibility of
technical assets and to utilise technology in an appropriate and adequate form. Every business in
U.K is using online tools for online product delivery to enhance customer satisfaction level at

higher scale. Through accessing to digitalisation, it is giving a new opportunity to business for
rapid expansion in this competitive era.
Legal- This component of macro environment analysis is considered political elements and
consists of effective and particular policies and laws for ventures that are developed by legal care
takers and national authorities of the country. Leal benchmarks and standard of different regions
and economy is different and change according the economic atmosphere and situations as well.
Thus, digital marketing campaign of retail industry has to ensure that advertising plans and
philosophies is developed through consisting legal policies. The legislations of UK signified that
policies connected to discount & offers deals is to be cleared with effective directions through a
firm so that all the actions of campaigns is executed in a systemic and effective form.
Environmental- These components of this model related to cause & impact of firm and
influence overall all activities and operations. Digital marketing is path through which it is easy
to developed through IT industry in reference to reduce pollution intensity & destruct traditional
marketing and executing activities forming on atmosphere (Yoga, Korry and Yulianti, 2019). For
instance, reduction in the utilisation of papers & development of posters and pamphlets due to
digital technology influence positively on the atmosphere. In current time, digitalisation is also a
risk for atmosphere and establishment require making sure reductions its impact on components
and ecological situations within they are executing CSR actions with an objective to add value to
atmosphere.
TASK 2
P1. Introduction of social media platform along with what is social web and brand?
Social media platform is explained as an internet and mobile platform that is mainly utilise
and controlled by seller in respect to endorse business that consider business which includes
accounts pr profiles on Facebook, Instagram and Twitter etc. It is a web supported technology
that assists improvement, administration and consumption of social media facilities and
resolutions as well. Social web is signified to web services, framework and interface that support
social interactions in humans. Along with this, it includes e-commerce portals, social media
platforms and forums etc. Furthermore, it is an unit of social communications that connect
people by World Wide Web.

Brand is usually as representing logo, symbol, mark, sentence and world that a business
firm utilises to differentiate goods from its rivals or others (de Ruyter, Keeling and Ngo, 2018).
It is analysed that combination of more than one element is utilised through Tesco to enlarge
brand identity.
P1.1. How companies make use of social web for creating brand awareness.
In current era, organisations are utilising social media applications in reference to aware
large number of individual about establishment, Along with this, social web help organizations
to get attention of range of target audience and develop its execution extent. With respect to
Tesco, it utilise applications like Facebook, Instagram, YouTube and many more in context of
awaring individual and reach wide range people within less time period. Along with thus,the
establishment has professional company website within all data is accessible regarding its
commodities and facilities which is provided by it (López García and et. al., 2019). It will assist
establishment to endorse brand ad develop execution as well as revenue in an adequate form.
P2. Examine & analyse what & how business uses social wen to maintain brand loyalty & brand
awareness, do comparison with other enterprise
Brand loyalty is explained as invaluable remunerations that a company gain by meeting its
target audiences that is before and after the purchasing of commodities and facilities. It is
determined that high authorities of Tesco utilise social media web in reference to manage and
improve brand awareness and brand faithfulness. The forms of enhance brand loyalty through
social web is as under:
Develop smart and effective social media strategy- It is signified that social media is not
about posting and interacting that considers selling, marketing, promoting and many more. It is
significant for higher authorities of Tesco to improve social media plan that considers a
consistent strategy for SEO, link creating in respect to stay within enhancing social media plan of
actions. This helps Tesco to improve efficient and unique plan so that it can develop execution of
establishment in market.
Share quality content and be consistent- It is crucial for a business form to deliver
quality and valuable information to target audiences so that it become easier for them to earn
acknowledging about offering of firm. In these days, visual content is developed and is delivered
through social media networkers which are important aspects when planning for social media
information (Kingsnorth, 2019). Marketing administrators of Tesco can utilise videos,

infographics and screenshot graph so that they can make information more nice-looking and
unforgettable for target audiences.
It is analysed that key rival of respective firm is ALDI and organisation make utilisation of
social media when on order improve and administrate brand loyalty and awareness. The
comparison between Tesco and ALDI is as below in reference to social web:
TESCO ALDI
 It is analyse that respective firm make
utilisation of Oracle HCM Cloud, Net
Despatch Platform for Postal and Parcel
Curriers. Along with this firm take
benefits of Amazon e-commerce
services in context of connecting with
consumers and organising digital
campaign that is endorsed and
advertised on social media applications
like Facebook, Instagram and YouTube
etc. It assist organisation to develop the
level of sales and revenue in an
adequate form.
 The administrators of ALDI utilise
social information and also design
infographics, videos which is presented
to target audiences prevailing at market.
It help organisation to make memories
and value of brand in consumer’s mind
(Vieira and et. al., 2019).
P3. Analyse conclusion/ evaluation of selected entity of accessing to social web to develop
brand awareness and discuss critically.
This has been determined that social web plays crucial role for creating awareness as well as
promoting brand at market area. Moreover, this permit entity like TESCO to enhance their level
of consumer base which have pessimistic affects upon their performance and profit level. Along
with this, it aids to raise brand market presence as well as effective strategy development so that
market performance and share is enhanced appropriately (Hanlon, 2020). Moreover, social web
also aids to reach at huge number of targets consumers which drives towards maximisation into
revenue level.

TASK 3
Briefly explain concept of traditional marketing & digital marketing. Evaluate concepts in
context of selected corporation
Traditional marketing is regarded as any type of marketing which is not online. It states
broadcast, phone, direct mail and others outdoor advertisement such as billboards. This assists to
reach towards targeted customers in effective and efficient way.
Advantage & disadvantages of Traditional marketing.
This is very helpful for entity as to reach towards local customers in efficient and
appropriate way. Along with this, it helps firm to develop longer term relations with clients.
Moreover, one of the key drawbacks of this is to, it is time taking procedures as well as incurs
higher cost to firm which pessimistically have affects upon revenue that is gained through them.
Digital marketing is considered as kind of marketing that perform online like social
media marketing, email marketing, PPC and others. Respective marketing have become effective
and successful due to changes in technologies, society and culture within environment. Few
illustrations are promoted trips, influencer trip and many more.
Advantage & disadvantages of Digital marketing
This has been identified that digital marketing is cost effective in comparison to traditional
one. Additionally, this is mainly undertaken as direct way for developing relationship with
targeted customers effectively and efficiently (Heinze and et. al., 2020). Along with this, it also
aids to reach towards huge number of individuals into sorter time spam which drives towards
enhancing profit and sales. Some of its key disadvantages of it is, if any wrong context is
develops in social media then this creates adverse impacts upon consumer minds.
CONCLUSION
After a brief analysis of above report, it has been concluded that it is essential for
enterprises to change with market situation to survive in market for longer period. Additionally,
this assists entity to provide few things innovative as well as unique into marketplace that
formulates affirmative and effective reputation into the minds of various audiences. This has
been evaluated that it is responsibility of manager to make assure that scanning business
environment & adapting of digital activities it is easy to achieve objectives.

REFERENCES
Books & Journals
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Vieira, V.A. and et. al., 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management, 7(1), pp.33-37.
Zhu, G., 2019. The digital sales transformation featured by precise retail marketing strategy.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Zahay, D., 2020. Digital marketing management: A handbook for the current (or Future) CEO.
business expert press.
Yoga, I.M.S., Korry, N.P.D.P. and Yulianti, N.M.D.R., 2019. Information technology adoption
on digital marketing communication channel. International journal of social sciences and
humanities, 3(2), pp.95-104.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.
López García, J.J. and et. al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet, 11(6), p.130.
Hanlon, A., 2020. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Heinze, A., and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Online
Company profile for Tesco. 2020. [Online]. Available Through: <
https://www.theguardian.com/sustainable-business/profile-tesco>.
Big Four Grocers Under The Microscope: Six ways Tesco is deploying retail technology. 2020.
[Online]. Available Through: < https://www.essentialretail.com/features/big-four-six-
ways-tesco/>.
Tesco Software Purchases and Digital Transformation Initiatives. 2020. [Online]. Available
Through: < https://www.appsruntheworld.com/customers-database/customers/view/tesco-
united-kingdom>.