Challenges, Impacts, and Opportunities of Digital Marketing

UNIT24: DIGITAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
LO 2.................................................................................................................................................5
LO 3.................................................................................................................................................8
LO 4 ..............................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13

INTRODUCTION
Digital marketing is primarily the method which allows the organizations to reach
customers and provide them innovative products through the help of electronic medium. IT is the
range of efforts which organizations pursue for promoting their products and services.
TESCO is majorly multinational groceries as well as general merchandize being established in
1919 by Jack Cohen and headquartered in England, U.K. It has its own supermarkets, metro,
Banks, club-cards etc. and operates in more than 10 countries.
This report gives a brief about challenges, impacts and opportunities of digital marketing,
Numerous digital tools as well as platforms in contrast to physical channels, tactics for
organizing activities of digital marketing and multi-channel capabilities and monitoring and
evaluation.
MAIN BODY
LO 1
Challenges, impacts and opportunities of digital marketing
Digital marketing
Digital marketing is basically the use of various tools and methods which helps the
organizations in effective advertising of the various products and services. When the
organizations promoted their products through digital marketing, then they seek the help of e-
commerce websites and various digital tools which eventually helps them to grab the attention if
consumers. Organization uses a variety of tools like pay per click. Along with this, through the
help of digital marketing, organizations are able to attract more and more consumers from across
the world (Hofacker and et.al.,2016). The use of digital marketing has increased since the
emergence of globalization and now almost every organization target the consumers by reaching
them through the digital media. The growth of digital marketing has enabled organizations to
make innovations in their product by soliciting feedback from the consumer and knowing their
demands and expectations.
Difference between online and offline marketing
Online marketing concept Offline marketing concept
Online marketing concept is basically the
method in which organizations make use of
Offline marketing concept is the method in
which organizations utilize traditional methods

social media, websites and other advanced
tools in order to take their products to the
customers (Teixeira, Barbosa and Pinto, 2019).
of marketing like newspaper advertising to
make the consumers aware of their products.
In online marketing, the exposure and the
viewership is high and thus covers a wide
range of audience.
In offline marketing, the coverage and
viewership for the products are not much and
thus does not reach wide geographies.
The tools which are being used in online
marketing are E-mail marketing, content
marketing, SEO etc.
Offline marketing makes use of the tools like
newspaper, radio, pamphlets etc.
Online marketing targets the specific group of
people and thus reaches them directly through
various websites like Facebook, Instagram etc.
In offline marketing, the organizations remains
bound and have limited ability for targeting
audience.
Online marketing provides the organization
with a facility to measure the conversion rate.
Through offline modes, organizations cannot
estimate the rate of conversion.
Factors for growth of digital marketing
Increase in technological advancement
This is the most important factor which has contributed to the growth of digital
marketing. Since the emergence of globalization, there has been advent of recent technology in
the world which have eventually given rise to the digital marketing and its various tools. Thus,
due to the innovation and advanced technology, the development of digital marketing is
imperative (Edmiston, 2015).
Rise of consumer power
Due to the recent technological advancement, the power of consumers for innovative
products and services have increase and this has enabled TESCO to introduce various digital
marketing tools in their organization. As more and more consumers now wants technology in
each product thus their expectation have compelled the company to make use of digital
marketing tools to reach consumers and fulfil their demands.
Challenges
Even though digital marketing assist the companies to establish their position but when
they decide to switch to digital marketing, they encounter various challenges