Digital Marketing Landscape and Consumer Trends: A Case Study of Tesco

This report discusses the digital marketing landscape, consumer trends, and tools used by Tesco. It analyzes the growth of e-commerce and digital marketing channels in comparison to physical channels. It also specifies a marketing plan and strategy to form multi-channel capabilities and the ways in which omni-channel marketing has developed.

Unit 24: Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Describe digital marketing landscape and the comparison between online and offline
marketing....................................................................................................................................3
P2 Evaluate the key consumer trends that grows the digital marketing.....................................4
P3 Analyse some digital tools and hardware present for marketers in contrast to Bricks and
Mortar or physical channels........................................................................................................5
P4 Analyse the growth of e-commerce as well as digital marketing channels in comparison to
physical channels........................................................................................................................6
P5 Specify a marketing plan and strategy to form multi channel capabilities............................7
P6 Specify the ways in which omni channel marketing has developed......................................8
P7 Analyse the measurement techniques and performance metrics in digital marketing...........9
P8 Give a set of actions for developing the performance in digital marketing...........................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is known as the online marketing which has a technique of advertising
with the help of digital channels that are websites, social media, mobile applications, email and
many more. This report is based on a firm named Tesco which is a well known British company
which sells grocery items in retailing and merchandising stores. Their headquarters are situated
in Welwyn Garden City, England (Aityan, 2022). This report is going to cover a brief
understanding on digital marketing landscape, comparison between online and offline marketing,
consumer trends that help in digital marketing growth, digital tools as well as hardware present
with the marketers in relevance to 'bricks and mortar' or physical channels, digital marketing plan
as well as the strategies required to increase multi channel abilities, the way in which omni
channel marketing has arisen, measurement techniques as well as performance metrics in digital
marketing and the set of actions for enhancing the performance in digital marketing.
MAIN BODY
P1 Describe digital marketing landscape and the comparison between online and offline
marketing
The digital marketing landscape is the combination of the hardware, software and the
content which runs the process of digital marketing. In other words it known as the digital
technologies in the emerging modern world like mobile phones, websites, videos, blog posts,
social media, email and internet. The platforms which are present on Internet like Facebook and
Google can be called as the aspects of digital marketing landscape (Taborda and et. al., 2022).
This is constantly altering by the combined actions contributed by every potential person. Some
of the components of it are social media landscape, marketing landscape, technology landscape
and media landscape.
Comparison between online marketing and offline marketing
Basis Online Marketing Offline Marketing
Focus  Online marketing has its main
focus on the content of their
advertisements.
 Offline marketing focuses on
basically on the product to be
promoted.
Medium  This marketing is generally  This marketing includes some

done on the platforms like
media, web content, search
email and social media.
platforms like phone centre,
telephone as well as mass
media.
Communication  This marketing communicates
on the basis of emails, chats
and social media.
 This marketing communicates
on the basis of mobile number
as well as staff.
Target  The audience is targeted in the
area where they are in one
place (Diorio, Hummel and
Rogers, 2022).
 The audience is targeted where
they are scattered in many
places.
Cost  This is a type of cost effective
marketing.
 This type of marketing takes
high costs.
Coverage  It can reach up to the
professionals in the market.
 It faces some obstacles in
reaching to the professionals.
People  It requires not more people to
manage the marketing process.
 It requires more people to
manage the marketing process.
P2 Evaluate the key consumer trends that grows the digital marketing
There are various key consumer trends as well some insights that fuels the digital
marketing growth such as -
 Technology – There are some customers services which makes the customers wait for a
long time due to which an evolution of Artificial Intelligence that provided them services
like chat tools operated by the chat bots which made much easier for them to get their
answer in a rapid manner. These bots in the modern world helps the companies to give a
superior customer service (van der Borg, 2022). For example Tesco uses messenger on
their website so as to customise their bots that can enhance their performance in customer
services and level up their standards.
 Storytelling – Nowadays the consumers are more interested in some good stories due to
their psychological behaviour. There are various digital marketing content creators that
are more focused in framing stories, they do so as to provoke as well as entertain them for

attracting and engaging them for a long term period with their business. The content is
framed into a story for the audience so that they can enjoy as well as get linked to the
brand. In the context to Tesco, they posts some stories over the social media about their
brands which grabs the attention of their followers on the social media platform and
involves them in those products.
 Growth hacking – This is the most common type of marketing chosen by many
entrepreneurs which helps in growing and up scaling their business in a rapid manner. IN
this the marketers are involved into the activities like SEO and Video marketing that can
be counted into growth hacking procedures (Khan, 2022). For example Tesco's marketers
use their strategy in digital marketing which has upgrade their position on google from
time to time which gives value to their presence when the people search for the results on
the search engine like google.
 Interactive Content – The brands in these days are dependent on the B2B marketing on
the basis of blog content or PDF content which helps in bringing them leads for their
content marketing strategies. Nowadays the digital marketers are focusing on interactive
web experiences by which the company can get help in getting the lead from the
engaging customers (Bui, 2022). For example, Tesco engages their customers in some
interactive forms, quizzes, videos and polls which is done b their content marketers.
 Mobile digital marketing – This is the most prioritized and used marketing strategy
even it can be evolved in the future. This involves in making a website and engaging the
customers which can be done through sending text messages to the consumers who on an
occasion or for communicating any offer for a brand. For example, Tesco uses some
strategies so as to keep in touch with the customers by sending them text messages on
their mobile that makes them concern for any update or offers given by them (Benitez
and et. al., 2022).
P3 Analyse some digital tools and hardware present for marketers in contrast to Bricks and
Mortar or physical channels
The online sales is very important in the new era which has more competition in
comparison to the larger stores. Still the customers are largely reliable on the digital marketing
tools and channels so the companies have no option left with them so they have to make their

choice mainly in online marketing. Some of the digital marketing tools which are available with
the marketers of Tesco are as follows below -
 Email marketing tools – This is a big concern for the marketers to deal in the digital
marketing as this bring them the most advantage for their business. In the email
marketing company has to send the targeted as well as personalised content to their
clients. In context to Tesco, the company gets advantage of email marketing in brand
recognition for their company, they increase their credibility with their customers and
optimizer their funds and time as well for organising marketing campaigns.
 Social media tools – This is a tool used in digital marketing which has a big scope in
innovation. There are many platforms of social media which are enabled to the public
over the world like Facebook, Instagram, Twitter and many more (Ornati, 2022). In
context to Tesco, the company uses these social media for making the contact with the
customers and they have scheduled posts over these platforms in a frequent manner. They
also help them in organising of the marketing campaigns.
 Mobile promotion – The customers are spending their time more on their phone while
surfing online for their desires and wants of interests. The companies are optimizing their
uses of mobile by their marketing strategies. They need to have their phone numbers so
that they can send SMS for sending vouchers and coupons which can be redeemed online
specifically. For an instance, Tesco reaches to their customers through text messaging to
the targeted customers who are interested in online shopping.
P4 Analyse the growth of e-commerce as well as digital marketing channels in comparison to
physical channels
The history of E-commerce is based on the standard for trading in business documents
like invoices and orders among their suppliers as well as customers. This lead to the development
of electronic data interchange which was evolved as mailing and faxing of documents from one
system to another which has to be connected the Internet. The physical channels are used less in
the modern changes of business instead the companies are focusing more on the online platforms
for promoting their products and services as they are more likely to bring results to the business.
The digital marketing is have an increased use of the online platforms like social media, paid
advertising, blogging and so on (Vasupula, Munnangi and Daggubati, 2022). Tesco has been
shifting towards the digital marketing because they have to decrease their investments in their

business, for example TV, press, radio and cinemas requires more investment than online
marketing. They are customising their media as they have started sending emails on the birthdays
of their customers. They have realised the importance of e-commerce which is more effective in
their business with the growing trends of the customers in online shopping. They have been
approaching the highly targeted customers more from the online marketing rather than traditional
marketing. There are some points for the comparison of digital marketing channels and physical
channels which are as mentioned further -
 Target audience – The physical channels make fair enough to reach to the customers but
in only certain areas and demographics. Whereas, digital marketing involves the whole
world at a time while targeting for only those consumers who are interested and this gives
benefit to Tesco.
 Audience engagement – Through digital marketing the customers can respond on the
digital media,in context to Tesco, they can come to know about the reviews of their
customers. But on the other side digital marketing doesn't allow the customers to keep
their view as there is one sided communication.
 Cost efficiency – The physical channels are tend to be be more costly whereas the digital
marketing gives a good range of options in affordability as well as resource needs. For
example Tesco is replacing their physical channels to digital platforms because they want
to minimize their labour costs.
P5 Specify a marketing plan and strategy to form multi channel capabilities
Digital marketing plan is a report which provides a process, actions used to reach the
digital marketing objectives. Tesco had uses digital marketing plan which comprises of the steps
as stated further -
 Set digital marketing goals and objectives – Firstly a company should set a measurable
as well as clear digital marketing plan objectives (ZUSRONY, KUNCORO and Jaelani,
2022). For example, Tesco has to measure their their deadlines, goals, actions for
attracting their customers.
 State audience segmentation and buyer personas – The company must be concerned
of their targeted audience into various segments. For example, Tesco analyses their
targeted customers through their interests, desires, priorities, income and so on.

 Create a competitive analysis and know market share – They need to evaluate
competition of market share and strategies for being more effective. For an instance,
Tesco analyse competitor's strength, weakness, positioning, brand personality and etc.
 Make SWOT analysis – Tesco have to analyse their strengths, weaknesses, threats and
opportunities for working on their weakness to increase their potentials.
 Set a digital marketing plan budget – Tesco needs to set their budget on the basis of
their goals, location, revenue, position in the competition and previous outcomes.
 Choose digital channels – Then they have to make a content strategy and decide upon
the digital channels to be prioritised for advertisements.
 Make digital marketing strategies and tactics – Tesco uses (Search Engine
Optimization) SEO and other online tools for positioning them and achieving objectives.
(FOUROOZESH, 2022).
 Create a marketing calender – Then the marketers of Tesco needs to make a calender
of setting the initiatives and campaigns and make sure for executing them on time. This
should be made in a qualitative manner
 Measure results and KPI of plan – At last there the company should measure their
results as well as performance through some effective tools and metrics like KPI so that
they can improve upon their performance and achieve goals in future.
There are some strategies that can been used in multi-channel marketing that are focusing
on the customers as the they have their own desires for personal connection with the company so
the marketers can understand their suggestions for developing their sales strategies. Secondly
Tesco should use the data collected for understanding their pain points.
P6 Specify the ways in which omni channel marketing has developed
Since many years omni-channel is the leading concept in the retailers and customers. This
focuses on the customer's shopping experiences and its motive is to encourage the analysis and
communication between customer and retailers. This term was introduced in 2010n at first which
is has extended the multi channel retailing. This gives the shoppers their concerned thing,
whenever they need and wherever they need it (Duarte, Zuniga-Jara and Contreras, 2022). The
customers are changing from the in store shopping to the online shopping this has helped them to
prevent finding the items physically. Omni-channel is known as developing the brand
recognition on different online channels such as email, SMS, WhatsApp, social media, website

and application which makes sure about a positive and effective experience of the customer's
experience.
The customers are more into searching from digital platforms first before going to the
stores first. They have to smartly enhance some ways by their technology from which they can
increase their shopping experience. For example, Tesco has been making trials in their mobile
application which will develop a way for the customers to make their shopping list. It seems that
the mobile commerce has been increased as there is rise in the smartphone usage as well as sales.
In context to Tesco, their retailers have considered omni marketing channel so necessary which
makes them to know the concepts and process of all the aspects used in the marketing. The
company will be advantaged to reach till their full potential and gain revenue with this
competitive tool.
P7 Analyse the measurement techniques and performance metrics in digital marketing
The company needs to evaluate and analyse the improvement of strategy in a frequent
manner with the help of performance indicators which uses some necessary tools that are as
follows -
 Key Performance Indicators (KPI) – This is tool which measures the performance of
their goal achievement over time to time. This helps in targeting the teams to make
progress, keep insights and making better decisions after analysing their growth, potential
and capabilities (Perkin, 2022). For example, Tesco has a marketing team which uses KPI
in tracking their level of achievement with matching their actual results with the expected
results. This helps them in achieving objectives, rise in profit, create more website traffic,
understanding their potentials and making goals for their next target. Tesco uses KPI in
their performance metrics frequently for measuring their results.
 Benchmark – This is a test which reports about the software products and services in
comparative to analysing the quality of them. The company has some set norms and
standards for their business which needs to be assessed from time to time. For example
Tesco uses Benchmark with the objective of analysing the company's digital marketing
procedures. They have to make a report for their digital marketing procedures, track the
frequency of their activities and understand the level of engagement as well as their
effects.

P8 Give a set of actions for developing the performance in digital marketing
There are 5 steps in the set of actions used by Tesco for improving the performance of
digital marketing are specified below as follows -
 Focus on conversation more rather than leads – Tesco should necessarily find the data
and metrics before their decisions and actions to be taken. Through this they can come to
know where their potential customers are giving their time. They can target to the
particular demographics and segments where their marketers suggest to do so.
 Set the stage for long term value – Tesco should analyse the places in which their
brands are valued through the trends before making decisions for a long term period.
They need to ensure for the resources to be utilized and the investment to be incurred
(Vanko, 2022).
 Double down on customer service – Tesco's digital marketers have to make a customer
centric image for their brands, this can be done through customizing goods through
suggestions and personalised emails. They must give superior services to their customers
as they need personalisation.
 Make an ultimate buying journey – The marketers of Tesco analyses about their
customers. The digital marketers know the content that is most viewed by their customers
which brings them more returns through their social media.
 Understand the reason and way for going back and refine method – The company
has a workflow, strategies and methods. They need to examine by going back and
evaluate their mistakes. Tesco is aware about their process used and the time to refine
their process (Gillock, and et. al., 2022).
CONCLUSION
This report about digital marketing has a conclusion that has a explanation on the
comparison of online and offline strategies which analysis that online digital platforms is more
effective on the basis of medium, communication, target and costs. Then the consumer trends for
the growth of digital marketing were growth hacking, storytelling and many more, the tools of it
were social media, email and so on. The plan has a deep description on the way company can
assess their set procedure as well as actions in digital marketing by defining marketing goals,
defining audience segmentation, conducting competitive analysis, determine market share,

conducting SWOT analysis, calculate digital marketing plan budget, deciding marketing
channels, improving upon the strategies as well as tactics, making a marketing calendar and
measuring the results by KPI of the digital marketing plan. There were some ways specified for
omni channel marketing had evolved that were shifting to mailing and faxing the documents.
The measurement techniques and performance metrics used in marketing were KPI and
Benchmark which analysed their performance and outcomes.
REFERENCES
Books and Journals

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