Digital Marketing: Opportunities and Challenges

Digital marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Present an overview of digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................3
Evaluate the opportunities and challenges faced by digital marketing........................................4
Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing..........................................................................................................................5
Assess the key digital tools and hardware that are available to marketers in comparison to
brick and motor and other physical channels..............................................................................6
critically analyse the use of appropriate digital tools both hardware and software to use in
organisation Tesco to meet their marketing needs......................................................................7
Examine the development of e-commerce and digital marketing platform and channels in
Compare to Physical Channels: -.................................................................................................8
Develop a digital marketing plan and strategy to build multi-channel capabilities....................9
Explain how omni- channel marketing has evolved..................................................................10
Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign......11
Determine and evaluate the measurement techniques and performance matrices in digital
marketing...................................................................................................................................11
Critically evaluate application of key digital measurement techniques and performance
matrices used in digital marketing.............................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
INTRODUCTION

The use of digital marketing, that will be helpful to reach to the enormous audience in a way
that will boost the cost effectiveness of company as well as by the help of which, the company
are capable to easily measure the difficulties and what are the specific solutions for such
problems. The company can easily become able to save money in comparison to traditional
marketing methods. With the help of digital marketing the employers of company can easily get
to know the employee and customers personally that can be helpful to create the brand loyalty in
as well as by the help of digital marketing, the owner can easily trac and will able to monitor
campaigns when they are willingness in order to invest their time and money in campaigns, to
get to know that what they are working, which allows to adopt and drive the productivity within
the business. now, in the respect of the company Tesco, working as a digital marketing analyst
for Cambridge digital a marketing consultancy company. The company is providing marketing
consultancy to many medium and large size organisation (Apte and Sheth, 2018). as in relation
to the company Tesco representing a report to the marketing head of Tesco that will be further
discussed below-
MAIN BODY
Present an overview of digital marketing landscape and compare online and offline marketing
concepts
As Tesco Plc is the British multinational grocery company and general merchandise
retailer. This is the third largest retailing company of world this is also get measured by gross
revenue. as well as this is the retail company and company are also get engaged in business of
retailing and which is associated with the activities as well as activity and retail banking as well
as insurance services (Chea and Luo, 2017) as well as when the discussion is about online selling
the development in today selling growth has been seen more in comparison of offline selling
during any critical situation. But both has its own encouraging and discouraging side that effect
company profit.
Online marketing;
 Weaken geographic boundaries-In online selling corporate can discover selling its
goods and services everywhere within the globe. The possibility of enhancing customer
base and will raise the overall sale.

 Continuously open-The network of online open for daytime and night that is full time as
an outcome probable customer can buy product any time and from anyplace as per its
choice and preference of products (Hedonists, 2020).
 Rise sale-It covers selling merchandise online at very low price to the ground cost along
with price effective advancements. No supplementary intermediary or network of
supplier is wanted as an effect it will increase sale and revenue level.
 Record visitor behaviour-Online marketing corporate can way consumer behaviour in
terms of website visited, buying, time expended so that it can made probabilities or
perform strategy as per buyer taste to advance more sale.
 Quicker stock management-It will turn as fastest, extra suitable in order to the function
commercial movement. The consignment order is easy to accomplish in online corporate.
Offline marketing;
In offline stage, it comprises physical shop appearance with full reality to trade goods and
services. This will turn as local occurrence at specific area. Here appropriate direction is
delivering over worker to present invention to rise sale and profit of corporate.
 The offline marketing comprises optimistic feature such as encouraging brand
excellence in order to achieve connection between probable consumer. By the help of this
additional personalisation can be completed while providing quality products to
customer. As with assistance of physical shop Tesco can identify real demand and
essential things for consumer. This can effortlessly adapt variations as presents inventive
network throughout marketing This will also provide full direction from its finest capable
worker as they directly deal with buyer. This will increase the opportunity of sale and
helps to encourage sale. It will distribute more actual facilities to customer to progress
their knowledge in order to carry huge amount of purchaser to store (Holland, 2020)
Evaluate the opportunities and challenges faced by digital marketing
After the survey of marketers by Cambridge technology, there are top two digital trends have
to be get focused by the help of consumer experience. These are the trends that comprise the
various opportunities. They are giving direction to general shift to selling strategically to
company Tesco. There are both opportunities and challenges ion relation of digital marketing is
as follows-