Digital Marketing Strategies

DIGITAL MARKETING
STRATEGIES

Table of Contents
INTRODUCTION...........................................................................................................................3
Digital marketing process................................................................................................................3
Digital marketing campaign.............................................................................................................4
Situational analysis......................................................................................................................4
Linking digital business with digital marketing strategy.............................................................7
Objectives formulation.................................................................................................................8
Implementation plan to meet the objectives................................................................................8
Budgeting.....................................................................................................................................9
Measure the campaign.................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing strategy tells us the action by which online marketing channels are used to
achieve the objectives. There are various channels which can be paid or owned. This helps in
launching the online marketing strategy effectively with success.
Overview and Organization analysis
This study will discuss overview of the digital marketing process which company will choose.
Creating digital marketing campaigns by using certain steps which are situation analysis which
include pestle analysis and swot. Linkage of digital business with digital marketing strategy.
Formulation of objectives. Designing of the implementation plan to meet objectives. This study
will also give budgeting and measure the campaign.
Online strategy
Company is using digital marketing for the promotion as nowadays people are more active on
social media and advertisement done through social media is cost effective and saves time.
Digital marketing process
Digital marketing:
The marketing which is performed with the help of digital modes or through the using of
digital devices is known as digital marketing. Digital marketing is one of the recent trend of the
globalized economy which has broad coverage over the globe (Bala and Verma, 2018). It is one
of the important marketing form which is used by the companies to sale their product or to
interact with the customers through the help of digital or online platform.
Digital marketing process:
It includes a series of steps used by companies in determining the digital marketing
strategies. While adopting and determining the digital marketing process companies first start
with marketing research where the current trends and changes of the marketing are researched
and analysed. As per the research data the companies then make the digital marketing goal,
strategies, and various other determinants. After that companies have to promote their product or
services through the use of digital modes including the social media or mobile applications or
through search engines and various others modes (Chaffey and Smith, 2017). This process ends
with analysing the outcomes which will be achieved after the adoption and following of process
and then optimizing and controlling it which may includes taking the corrective steps to make it
more effective.

Digital marketing campaign
It includes the commination of efforts taken by the company in order to attract the profits by
increasing the sales and execute the digital marketing process. It includes a series of steps which
may includes:
Situational analysis
It is the first step of digital marketing campaign under which the analysis of the situation
or business environment is performed by the companies which may includes the analysis of the
internal as well as external environment analysis. It is an important step by which companies will
analyse and determine the current market situation. It includes two type of analysis:
Pestle analysis of Tesco:
This helps the companies in determining the external environment.
Political factors:
It includes the political forces, tax rates, laws and various other elements. Since Tesco
operate its business at a global level and it has to be very careful regarding this factor. A small
changes in the political situation of the country may affect the working of Tesco at a greater
extent. It would be right to said that the Brexit is one of the major element of this factor which
may have great influence over the working of Tesco (Shtal, 2018). Due to the global presence of
Tesco it has to carefully analyse this factor and its impacts which may put over the company.
Economic factors:
This is the important factors to be considered by Tesco because this factors directly have
the influence and impact over the sales and profits of the Tesco. Thus, it has to careful regarding
this factor which may includes tax rates, situation of the economy, interest rates and many more
(Perera, 2017). Any changes in the tax rate or interest rate or changes in the situation of the
economy may directly affect the Tesco in terms of achievement of goal and earning profits.
Social factors:
It is directly related with the society or the customers which is an important element for
Tesco because ultimately it has to serve its customers. It is one of the most changing factor of
Pestle analysis because the preference and the trends of the customer changes very frequently