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

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