This document provides an overview of the digital marketing process and the importance of digital marketing. It also presents a case study of TESCO's digital marketing campaign, including a six-step campaign plan. The document discusses the benefits of digital marketing, such as affordability, mobile accessibility, expansion, flexibility, and interactivity. It also explains the steps involved in a digital marketing campaign, including enticing/attracting customers, capturing and engaging them, converting traditional tools into digital ones, and inspiring them to make a purchase. The document concludes with a discussion on TESCO's digital marketing campaign, which involves launching a personal app and using social media platforms for promotion.
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