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: