Investigating Digital Marketing Impact on UK Retail During Covid-19

This literature review investigates the impact of digital marketing on the UK retail industry during the Covid-19 pandemic, focusing on Tesco Plc. It examines the concept of digital marketing, its impact on the retail sector during the pandemic, and the specific strategies adopted by Tesco, such as social media, influencer, email, and content marketing. The review also highlights the merits and demerits of digital marketing, including its global reach, cost-effectiveness, trackable results, personalized advertising, and improved conversion rates. The research concludes that digital marketing played a crucial role in helping businesses adapt and grow during the pandemic by creating brand awareness and reaching customers online.

Part 1
Research Methods

Table of Contents
INTRODUCTION
Literature Search and Preliminary Literature Review
CONCLUSION
References

INTRODUCTION
Background to the Project
The current research is based on the digital marketing
which is an online form of marketing in the UK's retail
industry specifically in Tesco during pandemic. Tesco
Plc is one of the leading international retail
supermarket company headquartered in UK and
established in 1919.

Research Rationale with justification
The reason behind undertaking this research is such that
the current researched has assisted the organizations in
adopting the digital marketing methods for better
expansion of the business at the times of pandemic. This
research has also aided the investigator in using its own
existing skills and gaining some new as well.

Project Aim and Objectives
Research Title
To investigate impact of digital marketing on UK's retail industry at the time of covid 19
pandemic.
Research Aim
To investigate impact of digital marketing on UK's retail industry at the time of covid 19
pandemic.: A study on Tesco Plc
Research Objectives
To determine the concept of digital marketing and its impact on retail industry in UK during
covid 19
To examine the strategies of digital marketing adopted by Tesco Plc at the time of pandemic
To identify the merits and demerits of digital marketing in Tesco Plc

Literature Search and Preliminary
Literature Review
Concept of digital marketing and its impact on retail industry in
UK during covid 19
According to Sharma and Jhamb, (2020), Digital marketing can be
defined as online form of marketing where internet and the
computer systems is used in order to perform the activities of
marketing. It has the positive impact on the retail industry of UK
specially during covid 19. such as it assist the industry in better
reaching out the customers on a wide basis.

Strategies of digital marketing adopted by
Tesco Plc at the time of pandemic
According to Nanda, Xu and Zhang, (2021), there are
several strategies of digital marketing which is adopted
by Tesco Plc at the time of pandemic. Such as using of
the social media marketing platforms and influencer
marketing along with the email marketing and content
marketing and many more.

Merits and demerits of digital marketing
in Tesco Plc
According to Kumar, Gawande and Brar, (2020), there are
several merits of digital marketing. Such as it helps in the
global reach while lowering the cost of marketing which
provides trackable and measurable results. Moreover, it
renders personalised advertisement and openness along
with the use of social currency which improves the rate of
conversion as well.

CONCLUSION
It is concluded that digital marketing is an important concept
to learn and study so that its applications can be applied in the
real world organizations. This is because due to pandemic,
most of the businesses has suffered losses and therefore, they
started adopting the concept of digital marketing in order to
grow their business in an online form. This has helped in
creating the brad awareness of the business.

References
Fabeil, N.F., Pazim, K.H. and Langgat, J., 2020. The
impact of Covid-19 pandemic crisis on micro-
enterprises: Entrepreneurs’ perspective on business
continuity and recovery strategy. Journal of Economics
and Business, 3(2).
Kumar, A., Gawande, A. and Brar, V., 2020. Marketing
Tactics in Times of Covid-19. Vidyabharati
International Interdisciplinary Research
Journal, 11(2), pp.263-266.