Practical Digital Marketing

This document provides an overview of practical digital marketing, including the definition of marketing, marketing mix, digital market, and social media. It explains the importance of social media and digital marketing in contemporary business. The document also includes examples of effective social media campaigns and their impact on marketing. The role of digital marketing in business growth is discussed as well.

Practical Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
Explain the definition of marketing, marketing mix, digital market, social media and also
describe social media & digital marketing are important to contemporary business..................4
TASK 2............................................................................................................................................8
Social media content along with some screenshots of campaigns and effective of these social
media method of marketing .......................................................................................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is component of marketing which is used to advertise through different
digital channels like emails, search engine, mobile app, websites and social media. By using
these tools organisation easily make promotion for their services, products. With electronic &
digital medium such web design, content marketing, sem, ppc etc various activities of promotion
is perform easily. For that purpose it can give advertisement to Instagram, netflix etc. The
organisation that was selected in this report is Tesco. It is large supermarket deals in United
Kingdoms. It has their headquarters in Welwyn garden city, United Kingdom. The founder of the
brand is Jack cohen and Ken Murphy is the chief executive officer of the company. The topic
that was cover in this project are definition of marketing mix, social media, marketing, digital
marketing, and also explain how the tools social media & digital marketing plays an important
role in business. Give two examples in the contents of social media that really works and provide
justification are covers in this report.
TASK 1
Explain the definition of marketing, marketing mix, digital market, social media and also
describe social media & digital marketing are important to contemporary business.
Marketing: It indicates the activities an organisation has to perform for the purpose of
promotion with respect to buying & selling of goods and services. It involves various activities
related to advertising through different modes, selling and finally to deliver the product to other
businesses as well as to customers. Professional who are engaged in company's department of
marketing & promotion seek to get the attention of customers with the help of advertising. As
promotional activity target large audience and capture huge market area and also includes catchy
slogans, graphic design, endorsement by celebrities, memorable packaging and overall exposure
of media.
Marketing Mix: It is a combination of various tactics that is used by the organisation to
make promotion of their brand in the competitive market. All their elements influence each
other. They create to develop a business plan with respect to organisation and handle by right
people that the chances of success is tends to increase (Albab and Munandar, 2020). But if
control and handled by wrong person than it takes large time to recover. It includes lots of
marketing research, understanding, and consultation audience.

The P's of marketing are explain in details in the below paragraphs.
Basis Explanation on behalf of Tesco
Product Wide variety of items of various famous
brands make available in their supermarket. On
the basis of five unique calorie brands they
differenciate their brands that helps to match
diet plan. It offers various product like food,
electric product, household goods and
furniture. To capture large number of audience
Tesco offer to their consumers lot of services
that add the value for example customer
service, baby room, toilet, full air
condition ,free parking, etc. Thus the company
do not focus on product quality but still
maintain the quality on acceptable level.
Price It is relates to value that customers are ready to
pay for the product. On various factors it
depends like segment targeted, demand &
supply, cost of production, markets ability to
pay, various other indirect and direct factors.
There are various type of pricing strategies
which are tied with over all plan of business. It
can be used as demarcation, to enhance &
differenciate the products image.
They offer reasonable product. The company
launch Price guarantee scheme for business
expansion. To compete with their competitor
cost plus pricing is suitable pricing strategy for
tesco (Bishop and Rowley, 2013).

Place various large stores are set up in different
domestic and foreign location of countries.
however their stores are big and fully air
conditioned in this way it provide comfort to
their customers
Promotion Through different media and approaches it
creates awareness in audience mind various
elements of promotional mix is adopted by
Tesco like advertising, Public relation, sales
promotion to create excellent brand image in
the customer' mind.
People Wide range of work force are working in the
stores of Tesco. The satisfaction of workers is
necessary for service provider that is helpful to
compete with rivals in the market.
Physical evidence Their stores are elaborate like other similar
stores because Tesco not interested to spent
more than necessary amount. As they serve the
purpose of cleanliness as their stores are neat
and clean as well as attractive. They arranged

their product in systematic and categorised
manner so that it can easily find by anyone.
Offers in the supermarket attracts customers to
buy more than they require. The website of
Tesco is simple & easy to operate.
Process Through speed billing it makes their customers
happy and they acquire the product offline &
online in their stores.
Digital marketing: It is a component of marketing that is used for the purpose of
advertising with the help of different digital channels like mobile app, website, email, social
media, search engine , etc. By using these channels by smart marketers companies can promote
their products, brands and services.
Social Media: It refers to applications & websites which were designed to allow public
to share content fastly as well as efficiently (Chaffey and Smith, 2017). Many audience use
social media through smart phone apps, this tool is started with computers & social media can
refer to any tool of internet communication. As it allow users to share content broadly and
engage large audience.
Explain how digital marketing & social media are important to contemporary
business

Today it is impossible for business to survive without using social media. Regular
updates in it leads to increase awareness. As digital marketing and social media is beneficial for
business because these tools are used by the company to capture the huge customer base, these
tools helps to create awareness and also to promote product. As social media plays a very crucial
role in business, it becomes cost effective, attract and engage large customers, helps to improve
brands loyalty. Few examples of social media are Facebook, Instagram, whatsapp etc.
As social media is becoming the important aspect of digital marketing as it offers
incredible benefits by attracting millions of customers globally.
So to promote their product & brand Tesco use Social networks like facebook, twitter,
youtube etc.
As these tools are less time consuming and capture large audience at the same time.
Tesco also advertise through television, and by using various digital channels to serve
the purpose of promotion and in digital marketing Tesco use email marketing to create
awareness as it helps to attract customers that leads to increase sales and productivity. As it is
conclude that digital marketing is an essential element of modern business (Chaffey, 2019).
TASK 2
Social media content along with some screenshots of campaigns and effective of these social
media method of marketing
Screen shot of effective campaign with reference to established model and
standard for digital marketing
The marketing from social media is one of the important tool to attract the potential consumers
and the Tesco has used it efficiently. Some of the successful campaigns build by the Tesco
marketing team is discussed below:
Tesco with a campaign wants the consumers to have easy access to gifting options. With
this they are planning to indirectlty increase the sales of the food products. This campaign
focuses on fun with festive. The organisation have already started receiving the pre orders and it
is also leading to great success for the company. It was launched on Facebook, Pinterest and on
company's website. The objective behind this campaign is to give consumers the vibe of sale.
Another successful campaign launched by Tesco is to increase its food line. The company
have planned a campaign with a famous cooking food show. The participants have to share the

recipes on the social media in which the last seconds of video calls for the screenshot of the
recipe and ask to tag the company in their post. This video has also gained huge popularity. It
was popular on instagram platform.
In both the campaigns, the organisation used the famous tools in order to address people.
The company designed it in beautiful and attractive manner which attracted the customers. These
successful campaigns adds to success of Tesco company's operation optimistically (Confos and
Davis, 2016). These contents were the essence and was perfect with hashtags used. This added
popularity on social media. The creatives which were used in post worked effectively for the
company. Tesco's main motto behind these campaign was successfully delivered to the
customers with appropriate selection of the communication mix. This way it also supported
company's marketing objectives for establishing the brand. Social media played important role in
success of the compaigns.
The example of famous social media campaign on one of famous social networking sites i.e
Instagram.
Why social media content is effective?
The Social media content is very essential in order to attract the customers. With the help
of right choice of contents and words and creating beautiful paragraphs also attract the
customers. Its effectiveness can be discussed below with following points:
 Consumer in control : for the digital marketing strategy, social media is an effective
tool. The customers are attracted and they remain in control of organisation with an

appropriate content posted. With right set of words, the content which is created results in
attracting the potential customers.
 Satisfaction : The customers after reading the content can be attracted and remember the
brand. . The customers get limited information then only they get satisfaction from the
offering and marketing of the company. With the help of this satisfaction, the brand can
gain the competitive advantage (Dahiya and Gayatri, 2018).
 Loyalty: Tesco produce satisfied content than loyalty is produced . The audience when
get accurate information than only satisfaction created This satisfaction leads to brand
loyalty directly. The loyalty so created results in more improved customer satisfaction.
 Develops a brand: The social media is an important tool to market the product and
services. With this the effective use of content and image the attraction of customers can
be done. This support in brand development. The brand building helps the company to
flourish more. That leads to increase market coverage and consumer.
Why social media content is effective?
The Social media content is very essential in order to attract the customers. With the help
of right choice of contents and words and creating beautiful paragraphs also attract the
customers. Its effectiveness can be discussed below with following points:
 Consumer in control : for the digital marketing strategy, social media is an effective
tool. The customers are attracted and they remain in control of organisation with an
appropriate content posted. With right set of words, the content which is created results in
attracting the potential customers.
 Satisfaction : The customers after reading the content can be attracted and remember the
brand. . The customers get limited information then only they get satisfaction from the
offering and marketing of the company. With the help of this satisfaction, the brand can
gain the competitive advantage (Laluyan, Wibowoand Setiorini, 2019).

CONCLUSION
On the basis of deep study & analysis it is conclude that digital marketing and social
media plays a crucial role in business expansion and growth. Organisation can make promotion
for their brand and product with the help of this mode. It is conclude that if the organisation does
not do business through online that it is very difficult for the organisation to survive. Digital
marketing strategy enable to focus on resources effectively and efficiently and earn maximum
benefits from the results.

REFERENCES
Books and Journals
Albab, B. and Munandar, A.I., 2020, June. The role of youth in managing village-owned
enterprises (BUMDES) through digital marketing. In Managing Learning Organization
in Industry 4.0: Proceedings of the International Seminar and Conference on Learning
Organization (ISCLO 2019), Bandung, Indonesia, October 9-10, 2019 (p. 279).
Routledge.
Bishop, T. and Rowley, J., 2013. Digital marketing in independent libraries in the United
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Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
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Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
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Muljono, R.K., 2018. Digital Marketing Concept. Gramedia Pustaka Utama.
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Torres, C., 2018. A bíblia do marketing digital: tudo o que você queria saber sobre marketing e
publicidade na internet e não tinha a quem perguntar. Novatec Editora.