Digital Marketing: Overview, Trends, and Tools

This document provides an overview of digital marketing and compares online and offline marketing concepts. It analyzes key consumer trends and insights driving the growth of digital marketing. It also discusses various digital tools and hardware in contrast to physical channels. Additionally, it explores the development of e-commerce and digital marketing platforms. Finally, it offers guidance on developing a digital marketing plan and strategy to build multi-channel capabilities.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
Main Body.......................................................................................................................................4
TASK 1............................................................................................................................................4
P1) Demonstrate an overview of digital marketing and draw a comparison between online and
offline marketing concepts.....................................................................................................4
P2) Analyse the key consumers trends as well as insights that are fuelling the growth of
digital marketing.....................................................................................................................5
M1: Evaluate the opportunities and challenges facing the digital marketing landscape.......6
TASK 2............................................................................................................................................7
P3) Discuss various key digital tools and hardware in contract to “ bricks and mortar” and
other physical channels...........................................................................................................7
P4) Examine how the e commerce and digital marketing platforms are developed in
comparison of physical channels............................................................................................8
M2: Critically analyse the use of appropriate digital tools, both hardware and software, to use
in a specific organisation context to meet their marketing requirements...............................9
TASK 3..........................................................................................................................................10
P5: Develop a digital marketing plan and strategy to build multi-channel capabilities.....10
P6: Explain how omni-channel marketing has evolved.......................................................11
M3. Application of tools and techniques for planning as well as end to end omni channel
marketing campaign.............................................................................................................11
TASK 4..........................................................................................................................................12
P7: Determine and evaluate the measurement techniques and performance metrics in digital
marketing..............................................................................................................................12
P8: Present a set of actions to improve performance in digital marketing..........................12
M4. Critically evaluating implication of key digital measurement techniques addition to
performance metrics in digital marketing.............................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES-.............................................................................................................................14

INTRODUCTION
There is changes are being adopted at organizations as per the prevailing market trend.
According to current trend now offline marketing is not the only way to promote products and
services. It is essential to adopt evolve techniques to enhance the presence of company at market
place (Alavi, 2016). Here Digital Marketing has come out as an recent trend of marketing.
Digital marketing is a technique to promote the products and services of company at global level
with various tools. In the present report TESCO is taken into consideration has headquarter in
UK. It provides a range of groceries and general products through retail outlets all over the
globe. The report comprises various tools of digital marketing that are being used by company
along with the comparison of online and offline marketing tools. In addition, recent consumer
trends, development of e- commerce with digital tools and Omni channels along with
measurement techniques and guideline to improve in digital marketing techniques are also
included in report.
Main Body
TASK 1
P1) Demonstrate an overview of digital marketing and draw a comparison between online and
offline marketing concepts
Digital marketing is wide concept that helps to enhance business profit by increasing its
visibility at market place ( Anjum, Thomas and Prakash, 2020). Digital marketing is technique
to promote products and services through internet and electronic devices and technologies. It is
a tool that are being widely used by companies in order to attract more number of buyers. In
context of TESCO, managers of organization adopts digital marketing practices to gain
competitive edge.
Opportunities-
Nowadays the way to promote product and services has been changed. Here, ample of
opportunities are present in the field of digital marketing for TESCO That are mentioned below:
 Easy target reach-With the help of DM managers of company can easily enhance their
business in global market. There are various methods such as social media marketing,
email marketing can used by entity to target international audience.

 Global Advertisement- There is another opportunity to advertise the product as well as
services of company at international level (Anjum, Thomas and Prakash, 2020). TESCO
is the retail giant that is catering the need of global audience. Here, it is essential for
organization to adopt effective digital marketing practices in order to promote products in
cost effective manner at global level.
Challenges:
 Security Threat- It is the biggest constraint for digital marketing. Personalized data and
confidential information of TESCO can easily hacked by unauthorised users. So the
company need to be proactive while carrying out DM practices.
 Competition- Nowadays most of the companies are using digital methods to attract
consumers. There are other rivalries of company such as Sainsbury, ASDA are
undertaking digital methods to promote their product. Thus, it is difficult for company to
create a difference at competitive market place.
Difference between Online and Offline Marketing Concepts
Online Marketing Offline Marketing
 It is evolve concept that can be easily
implemented and access by consumers
as well as marketers of TESCO
 It comprises various tools such as
Social media, content and email
marketing, SEO and many more.
 Online marketing incur lower cost for
TESCO
 It has limited accessibility to merely a
region or country. With offline
marketing global audience can not be
targeted.
 Whereas it includes TV commercials,
radio, billboards, hoardings, newspaper
and so on .
 It generate higher marketing and
promotion cost for company.
P2) Analyse the key consumers trends as well as insights that are fuelling the growth of digital
marketing
Market and consumers trends are essential to analyse to meet with the demand arises at
market place (Kumar and Singh, 2020). Nowadays companies need to make modification in

digital marketing strategies as per the prevailing market conditions. In context of TESCO some
important trends that helps company to inflate online presence are discussed below:
Artificial intelligence – With the recent technological revolution, there are ample new
trends have been introduce in the field of digital marketing. Artificial intelligence is on e of the
most crucial trend nowadays that are being adopted by ample of companies. TESCO is a retail
giant which provides ample of products to customers at global level (Wirth, 2018). To ease the
working process and minimize deficiencies it is using artificial intelligence software. Along with
this, it help managers to keep an efficient track of consumers activities within retail stores of
organization.
Social media marketing- AS per the recent trend, consumers spend their most of the time over
social media platforms like Facebook, Instagram and many more. TESCO, ensure its effective
presence over various social media platforms from where it can easily connect with significant
buyers. It post visual content persistently to engage and grab the attention of customers. In
addition, it consistently post over social media platforms to get in touch with target audience.
Video Marketing- Under this, companies emphasis on visual content rather readable content to
attract more customers. It is a tool of digital marketing that are being used by TESCO, to engage
buyers with company in an efficient manner. Marketers of company emphasis to post video and
visual content over their websites, social media accounts to get competitive edge.
M1: Evaluate the opportunities and challenges facing the digital marketing landscape.
There are number of challenges and opportunities which re related to digital marketing
which impact on performance of organisation some of there are discussed below:
Opportunities
Better productivity in organisation: This is because, use of digital function helps in
targeteig more customer an helps firm in improving productivity.
New options: This also helps in attracting new option for organisation as better
management of digital tools helps in attracting customer.
Challenges
Use of tools: There are number of tools in digital marketing which make it difficult for
organisation to use a particular tool.

TASK 2
P3) Discuss various key digital tools and hardware in contract to “ bricks and mortar” and other
physical channels
Bricks and Motors are the traditional business model under which business owners
provide products to customers through physical stores( Ivaschenko, Stolbova and Golovnin,
2019). Local shops, small retail stores that are not present at online platforms come under this
mode. There are a lot of small business owners within UK that do not own huge amount to invest
in digital platforms. Bricks and Mortors may give extensive competition to large retailers by
providing goods at reasonable price such as TESCO. Thus ,traditional and physical business
model may harm the presence of online stores.
Use of Digital Platforms and internet-
There are a lot of digital or online platforms that are being used by Marketing mangers of
TESCO to promote their offerings at wide scale. It has presence over various internet platforms
such as twitter, Facebook, Instagram and so on. In addition, they have user friendly website with
good ranking in search engine. With all these tools, they are able to attract more number of buyer
that inflates sales as well as profit margin of company (Decarolis and Rovigatti, 2017).
The role of Digital Marketing in relation of 7 Ps:
There is a combination of seven Ps of marketing that are essential to achieve business
goals. It is analysed that Digital Marketing practices of TESCO plays a vital role in context of
marketing mix. It assists managers to promote product at global level. With DM techniques
marketers are able to determine an efficient price for its offering. Further, due to advancements
now customers are able to get goods at their convenient place. In addition it also help to get
suitable personnels for company through posting vacant job position at different platforms.
Further, it plays a significant role to carry out various business process in an efficient manner.
Thus, there are association between marketing mix and Digital marketing approaches of
company.
Digital Tools and Hardwares
Analytical Tool-There are various analytical tools that are being used by TESCO to
promote its product in market place. Major tools are Goggle Analytics, Facebook insights,
Twitter analytics and many more. These all tools help managers to understand the algorithm of
google and undertake necessary steps to improve website ranking.

Content Marketing Tools- It is also one of the crucial tool of digital marketing.
Marketers of TESCO not only post but also make appropriate updation in content over time.
They add necessary visuals, pictures in order to make the content more effective and engaging.
Email Marketing Tools- These is the widely used in tool of digital marketing. TESCO
undertakes customized email marketing practices to communicate with target audience ( Drivas,
Sakas and Reklitis, 2017). In addition, they use appropriate subject line and content to attract
consumer.
P4) Examine how the e commerce and digital marketing platforms are developed in comparison
of physical channels
In relation to current business environment there is regular changes in function of organisation
which also impacted on performance of firm,. This is because organisation is performing it
function in effective way which also helpful in achieving business objectives. In current time
there is regular development in digital marketing tools and platforms in comparison to physical
channels.
Comparison in development in physical channels and digital platforms
Basic Physical channels Digital platforms
Meaning Under this function,
organisation has to market its
product and service by use of
physical function like
newspaper advertisement and
many other.
This are those platforms where
organisation use to sell its
products by use of digital
platforms like Facebook and
many other.
Innovation These channels are not
developed according to current
requirements of business. Old
and common methods like
newspaper advertisement,
promotion are used under this.
In comparison to physical
channels, these are developing
regularly. There are number of
new means which are
developing under this function
all these are related to function
of business organisation.
Content There is no development in Under this, customer has

content in this function. This is
because, there is regular
decline in use of this function.
option to identify there content
and choose that content which
it wanted to see.
Consumer life cycle adoption stages:
there are five different stages such as innovators, under which an individuals adopts technology
that are mentioned below:
 Innovators- These people adopt technology at early stage. They are young, enthusiastic
who are ready to take risk.
 Early adopters- Under this, those consumers are covered who adopt technology after
innovators, they have high income and financial stability.
 Early Majority- These consumers are tend to be slower to adopt innovative
technologies. They owns average social status and income.
 Late Majority- Consumers under this category adopts innovations after most of the
society members has been adopted it.
 Laggards- These are the last group who adopt new and advance techniques. They are
tend to avoid the risk and innovations.
In Context of TESCO, most of its consumers are fall under innovators and early adopters
category who are willing to take risk. Some of its audience are also early majority who are from
middle class income group. Thus, it need to acquire more unique and digital approaches to
promote its product and retain buyers.
M2: Critically analyse the use of appropriate digital tools, both hardware and software, to use in
a specific organisation context to meet their marketing requirements
This can be evaluated from above mentioned information that there are number of
function which are related to performance of organisation and are use to achieve business
objectives. These function are use to achieve business objectives and managing function. There
are number of tools Goggle Analytics, Facebook insights, Twitter analytics and many other
which can be use to achieve objectives of digital marketing in organisation.

TASK 3
P5: Develop a digital marketing plan and strategy to build
multi-channel capabilities.
Digital marketing plan is considered as document which highlights details related to
various campaigns of digital marketing this also states both short term as well as long term
organisational objectives. Within digital marketing, this is crucial for performing market
investigation so that plan is developed properly. This needs competencies and effective
understanding for evolving with procedures. In context TESCO, this is not possible for them for
attaining its vision and mission of firm without developing effective plan. Multi-channel
provides possibilities firms for exploring various opportunities and formulates its chain of
network within marketplace for growth of market share.
Multi- channel planning is a time taking procedure as well as required to be much reliable
so that all are accountable to acknowledge them (Kingsnorth, 2020). Moreover, it is method of
integrating and using both online as well as offline market channels of communication that
comprises of e-mail marketing and others. Therefore, for formulating digital marketing plan,
SMART objective are to be undertaken as priority basis. For instance, SOSTAC Framework is
utilised. This is a kind of tool that are utilised through TESCO for preparing effective plans for
organisation.
(Source: SOSTAC Model, 2020)
 Situational Analysis: Within this, specific situation are determined through marketing
team. Such as TESCO is leading a retailer which is operating their business through
utilising online digital platforms but with outdated technologies.

 Objectives: Its objectives are to enhance their sales & profitability by 20% within 2 years.
 Strategy: In context of TESCO, as it opt single multi-channels it is formulating its
abilities of multi-channels. Entity utilises multichannel as strategy into business so that it
can bale to deal with changing market trends in appropriate way.
 Tactics: This states that strategies are to be obtained and aids business to identify that
incurs initially. So, TESCO utilise them through effectively undertaking whole factors
and then develop decisions. They utilise some tactics such as discounts, offers and many
more.
 Act: It is essential phase of SOSTAC framework where interaction incurs among
consumers. The key intent of this is to produce leads for websites. It aids to create
awareness regarding which prospects is really interested into sales funnel. Through
performing this, TESCO would become capable to gain information related to multi-
channels. Therefore, they offered discounts at peak period.
 Control: This is considered as the last stage. Within this, TESCO can able to traced the
customer data by Key performance indicators as well as digital marketing tools like Mail
Chimp, Marketo and others.
The present digital marketing strategy is use to enhance their sales and profitability by 20%
into 2 years in which they utilise various digital marketing tools such as social media platforms
for communicating their goods as well as online services among audiences.
P6: Explain how omni-channel marketing has evolved.
Omni-Channel have impacted entity in deeply manner. It is so industries that considered
multi-channel marketing are currently moving to omni- channel approach due to changing
preferences of consumers. Moreover, It does not states that this becomes simple for marketers to
perform without any difficulties (Kannan, 2020). Omni-channel evolution have put place various
other firms, business on hold as they also formulating tactics for adopting respective approach.
In context to TESCO, It also opt omni-channel as this facilitates retailers an overall
centralized information management towards synchronisation of existent channels. Therefore,
various entities are coming in manner to utilise respective approach as marketing tactics. Also,
this develops it simple for their audiences for interacting with retailers as 360 degree view.
Moreover, this enhances firm’s goodwill as well as also develops consumers’ experiences in

enjoyable way. This also outcomes in gaining trust of end users and obtaining effective
feedbacks for them.
Four understanding it in much effective manner RACE Model is applied. It essential
incorporates four stage. All of them are discussed below in respect of TESCO:
Reach: This intent at developing awareness. So, for this, TESCO utilise social media,
content and email marketing and other for boosting reach.
Act: It is whole about enhancing participation. For respective objective, TESCO may bale
to share content via social media or customer reviews.
Covert: As RACE is omni channel marketing model. This include getting firm’s
consumers for taking crucial other step that turns them into paying clients either by online or
offline payment.
Engaged: It intent at longer period involvement as well as communications which is
forming long relation with initial purchasers. Moreover, in respect of TESCO, they evaluate this
though repeating their actions like share content through social media and repeat sale and others.
Also, they can measure active consumer’s percentage through their recommendations, email
subscribers and many more.
M3. Application of tools and techniques for planning as well as end to end omni channel
marketing campaign
In TESCO, several tools as well as techniques are utilised in order to plan an end to end
omni-channel or market campaign. One of the key essential techniques that could be beneficial
for respective entity is SOSTAC framework for its planning as facilitates clear structure which is
helpful for remembers and described to others which undertakes whole phases for creating and
executing any kind of business. Moreover, this summarise overall marketing tactics which are to
be utilised for attaining their tactics in effective and efficient way. Also, multi –channel is also a
technique that is used by firm as this aids and allow them to integrate and use both online as well
as offline market channels of communication that comprises of e-mail marketing and others.

TASK 4
P7: Determine and evaluate the measurement techniques and performance metrics in digital
marketing.
There are various measurement techniques as well as performance metric that may be
applied through firm into digital marketing. So, some of them are discussed below in respect of
TESCO:
 Traffic source by source: This is basically described as usual traffic meter through which
firm may assess from which source the customers are visiting. With assistance of
appropriate evaluation of sources as well as firm may grab their attention through providing
mire services. Within it TESCO may undertake various websites trackers such as direct
visitors and others.
 Key performance indicators: Through utilisation of key performance indicators, entity may
attain their business goals through monitoring decision at various aspects. Moreover, it has
been determined that in case KPI is higher then this highlights whole performance of
business. Whereas on other side KPI shows several department such as marketing finance
and other. Within this, TESCO needs to develop SMART objectives while considering aids
of several methods and techniques to develop effective improvement into its effectiveness.
 Web analytics: web Analytics is the measurement, series, analysis, and reporting of internet
information for the purposes of information and optimizing internet usage. overall
performance measures of the website in opposition to objectives. perception on user
behaviours and wishes, and how the website online meets the ones desires. This helps
respective firm to grab the attention of various customers and promote their brand at
worldwide level.
P8: Present a set of actions to improve performance in digital marketing.
In order to improve a digital marketing function performance into entity, the different set
of actions can be utilised through TESCO are discussed below:
 Evaluation of technology: The TESCO must evaluate the technology which is already
executed into their workplace for checking the efficiency of same. Moreover, it would
aids them in determining the potential gaps and thereafter to address various problems

(Chaffey and Smith, 2020). In case technology which is already executed would not
perform appropriately, the whole performance will get impacted.
 Measuring context reach: It is considered to be one of the essential actions which
respective retail store measures. It is so this would aids them to assure that content which
is providing on social media and their websites can able to reach to targeted consumers
effectually. Moreover, it would also facilitates an effective insight regarding context is
appropriate for clients as well as in sync along with marketing trends or not.
M4. Critically evaluating implication of key digital measurement techniques addition to
performance metrics in digital marketing.
Through using key performance metrics as well as digital measurement techniques, firm’s
manager would obtain successful results in developing practices of digital marketing. With
assistance of key performance indicators, performance measures and many more, this would
become simple for tracking outcomes as well as determine what consumers think and perceive
related to campaigns. At similar time, respective techniques ignores specific aspects which could
develop difficulties into development into digital marketing.
CONCLUSION
Based upon the above report, this has been concluded that digital marketing plays essential
role as his assists entity to promote products and services through internet and electronic devices
and technologies and attract more number of buyers. Moreover, there are various trends that are
enhancing at present time such as artificial intelligence, social media and others. These are
helpful entity to keep an efficient track of consumers activities within retail stores of
organization and grab the attention of customers. Along with this, there are some measurement
and performance techniques such as key performance indicators, traffic by source and many
more effectively and efficiently.

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