BM565: Digital Business & New Technologies - Digital Marketing Report

This report delves into the realm of digital marketing, analyzing its significance and evolution within the business landscape. It explores the technologies employed, including email and social media, detailing their functionalities and platforms. The report examines how businesses, particularly the case of Tesco, utilize these tools for marketing, highlighting their effectiveness and the relationship between digital technologies and business management theories. It covers the importance of digital marketing, its cost-effectiveness, and its role in enhancing communication and tracking. The report also discusses the adoption of digital platforms, such as computers and laptops, and their impact on various departments within organizations. Furthermore, it examines the shift towards digitalization, emphasizing its benefits for both employees and management, and concludes by summarizing the role of digital technology in modern business operations. The report also covers the relationship between digital technologies and both old and newly emerging theories on business and management structures and practices.

Digital Business &
New Technologies

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Importance of digital marketing..................................................................................................3
Development of digital marketing...............................................................................................4
A detailed description of the technology used in digital marketing and what it is used for........4
Technological platforms which are used in digital marketing tool.............................................5
Type of business and organisation uses the technology..............................................................5
How is it used as a business tool and is this effective.................................................................5
The relationship between digital technologies and both old and newly emerging theories on
business and management structures and practices.....................................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
Digital marketing is the concept of analysing marketing situation or doing marketing
activities with the help of internet on computers, laptops, mobile and etc. Here, companies use
digital media to promote their product (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019)
(Vieira and et. al., 2019) (Olson and et. al., 2021) (Zhu and Gao, 2019) (Kimathi, Mukulu and
Odhiambo, 2019) (Kumar and Singh, 2020) (Tomič and Šupín, 2019) (Chung and et. al., 2020)
(Jorge, Teixeira and Gonçalves, 2020) (Purwanti, 2021) (Agung and Darma, 2019) (Alomari and
et. al., 2020). The development of various technologies leads to increase the use of digital
platform in business world. Today, almost every company uses many technological devices such
as camera, drone, computers, laptops, GPS system and many more. Handling marketing
activities with the use of technology saves time and efforts of employees because technologies is
used to get work done in faster time than human and hence, this time and efforts which is saved
due to technological use can be utilized at another productive activities of business. Tesco is an
UK based groceries and general merchandise retailing company. It was founded in the year 1919
by its founder Jack Cohen. Tesco was headquartered in Welwyn Garden City, Hertfordshire,
England, and UK. The following report covers development of digital marketing, description of
technology used in digital marketing and how it is used, what technological platforms and
software are used in digital marketing, type of business and organisation uses the technology,
how digital marketing is used as a business tool and it’s effective. This report also covers the
relationship between digital technologies and both old and newly emerging theories on business
and management structures and practices.
Main Body
Importance of digital marketing
Every company has different goals to achieve and they use different technological ways
to achieve their goals on time with more effective method. Today many of the customers are
active on social media and uses Face book, Instagram and many other social media site. Hence,
promoting product on these social media will help the company to gain many customers attention
and they can aware a large number of customers together at a same time about the new launch of
product (Vieira and et. al., 2019). Secondly, digital marketing is considered as less expensive
than other marketing methods. Many customers in today’s era choose online shopping rather

than traditional shopping. Hence, using appropriate technology will help them to handle their
online mode of transactions. Digital marketing is also important because it enhance
communication level between company and their customers. Companies ask for feedback
through e-mail or through their own website and customers share their experiences of using
product or services on the same platform where company has asked. This help to communicate
with customers on larger scale. Digital marketing help to track the things (Alomari and et. al.,
2020).
Development of digital marketing
Digital marketing get its existence in 1990s where companies started using internet for
their business activities. In this era the Web 1.0 Platform has developed which allow users to
gather marketing information but it does not allow the information to share on web or at any
other place. Secondly, customers are not influenced to use online mode due to security reasons.
They think that their personal data may be misused if they use online mode.
In the year 1993, Yahoo was launched which help customers to believe internet services
for purchasing purpose (Olson and et. al., 2021). This is the year where first clickable banner
went live. In this year companies starting advertising their products on internet.
In the year 1996, more search engines launched while seeing the success of Yahoo. These search
engines are Hotbox, Look Smart, Alexa and many others. This is the year where customers start
searching about the information of the product on these search engines.
After 2004 many social media was launched like MySpace, Face Book, Instagram and
etc. Every company started promoting their products and services on these platforms to gain
more attention of their customers.
A detailed description of the technology used in digital marketing and what it is used for
Email is the way of sharing formal information from one person to another. It is made to
use for commercial use. Email is operated through digitally and plays an important role in
marketing (Agung and Darma, 2019). Companies including Tesco share some basic information
regarding launch of new product, feedback form and etc. to their customers through email.
Customers received their email and they reply to that email, in case of feedback form, loyal and
responsible customers fill the form and then resend the mail to same email ID. This is how email
as a mostly used digital marketing tool is used by companies. Tesco uses Email to pass internal
information within their employees and for their customers, they use emails to find their needs

and demand because passing feedback form through email, they get to know that what all
changes a customer require and what is the satisfaction level of employees with their products
and services.
Technological platforms which are used in digital marketing tool
Digital platforms are the medium through which customers and companies exchange
their information (Zhu and Gao, 2019). In context of Tesco, they send emails through computers
and laptops to customers. On the other hand customers use mobile phones, computers and
laptops to receive the mail and to resend the mails. Emails can be used on any digital device such
as computers or laptops the only thing which is required is a user ID and a log in password.
Marketing is all about analysing marketing conditions like needs and wants of customers. Emails
acts as an effective tool for analysing customers need and wants by sending a feedback on mails.
Type of business and organisation uses the technology
Marketing technologies are for each kind of business whether the business is related to
retailing sector, manufacturing sector, service sector or any other industry. Tesco is a retailing
sector which sells groceries and general items. The uses social media contents to promote their
product and aware customers about new products, they uses advertisement method for telling the
benefits of their product and services, they uses email method for collecting various business
information and many other tools are presented which is used by them. All these technologies are
related to digital marketing.
How is it used as a business tool and is this effective
Digital marketing is considered as effective business tool for any kind of business.
Social media is a type of digital tool which is used to promote products and services to aware
customers (Kimathi, Mukulu and Odhiambo, 2019). It is one the effective tool because most of
the youngsters are active on social media and company uses to upload pictures and videos of
their products on social media to grab the attention of various customers.
The relationship between digital technologies and both old and newly emerging theories on
business and management structures and practices
Digital marketing has been developed in various forms. In context of Tesco, in 1990s
they uses emails for marketing activities like ordering some required materials from suppliers,
they aware customers about new product or new stores on emails and many others. When the

time passes, the era of social media has been emerged. Tesco take advantage of this technology
also. They made their accounts on social media and share the pictures and videos of their
products and stores. Most of the youngsters received attractive information. Even Tesco has their
online app. Customers are supposed to order products through their mobile phones and payments
are also done through online. Before the digital technology era, customers have to travel a long
distance and their traditional shopping style and payment structure takes a lot of time (Kumar
and Singh, 2020). They are supposed to stand in a long queue to wait for their turn for billing
activity. But when Digital technology changes and develops to provide more flexible facilities to
customers then most of the customers use these facilities. Customers have the option to select
their favourite items to choose and their payment is also done through online mode which helps
the customer to enjoy Tesco service while sitting at home. The change in digital technology is
known as digitalization. Technological development helps both employees as well as
management team. In context of employees of Tesco, Digitalization in their organisation help
them to perform task faster than before and with more effective ways. Management team found it
easy to measure the performance of employees by using computers, laptops and camera. Before
digital technology, employees as well as managers has faced many problems like delay in
completing task, excessive efforts of employees are taking under use, performance measurement
mistakes are increasing day by day and there are many other factors. Tesco is dealing under UK
economy where technological changes take place very fast. They have adopted digital way of
performing their business activities at their organisation.
Digital technology is used in various departments like sales department, marketing
department, HR department and many others. Almost each and every department uses advanced
and updated digital technologies (Tomič and Šupín, 2019). In context of Tesco, they also use
digitalization in almost their each and every department. Some of the points which explain how
and when Tesco uses digital platform in their marketing department are mentioned below-
 Tesco uses bio metric attendance for their employees. Any employee who enters the
organisation is get attendance automatically by a scanner which scans their ID cards and
their finger prints. This is latest digital technology which removes the long process of
attendance within an organisation. Tesco has put biometric attendance device at many
places so that no one has to wait for a longer period of time for their turn to scan their ID

cards. This Digital technology of attendance of employees has been recorded with HR
manager directly.
 Cameras are installed at various corners of an organisation for various purposes (Chung
and et. al., 2020). Sometimes cameras are installed for security reasons and sometimes
they are set up for measuring performance of employees. For marketing department, they
install cameras to measure the behaviour of employees at workplace. Senior authority
keeps on checking that whether their employees are actually performing their assigned
task or not. Cameras captures each activity of employees at workplace and this recording
can be accessed at anytime whenever HR manager wants.
 Social media is a platform for Tesco to promote their products on large scale by gaining
the attraction of customers. On social media like Instagram and Face book, marketing
team of Tesco aware their customers about new product by pasting attractive pictures and
videos on their official accounts. This platform also helps them to gain customers
perception for their company and product. By reading comments on social media, the
marketing department analysis about needs and wants of customers (Jorge, Teixeira and
Gonçalves, 2020). Hence, social media are not only used for customer awareness but it
can also used to analyse customers needs and wants as well as their perception regarding
the services.
 Computers and laptops are commonly used digital device in many organisations. In
Tesco, their whole work is depends upon computers and laptops. From ordering
inventories from their warehouses to delivering good and receiving payments from
customer, everywhere they uses computer. They also use computers and laptops for
storing some essential information like data of customers, data of their employee’s
performance, list of items they have ordered and many other things. Hence, computers
are those digital technologies which are used by almost every department for various
works (Purwanti, 2021). Marketing department uses this technology to store the feedback
forms of their customers which they received through online. They also use computers
for analysing markets by searching some recent trends and situations at marketplace.

Conclusion
From the above information it is clearly concluded that digital marketing plays an
important role in development of an organisation. It further helps to company to expand
internationally. There are various digital devices which help the organisation to work effectively
without wasting their time and efforts. Social media, email and etc. are various platforms where
companies can promote their products and services. Most of the company focuses on
digitalization to get work done on time with fewer efforts of employees which can be further
used at some other productive activity.

References
Books and Journals
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Alomari, K.M. and et. al., 2020. Impact of Halal Digital Marketing on Consumer Behavior:
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(IJEBA). 8(Special 1). pp.202-215.
Chung, T.L.D. and et. al., 2020. Empowering Women and Minority Direct Sellers Through
Integrated Digital Marketing Strategies: An Intersectionality Perspective. The Journal of
Business Diversity. 20(4). pp.94-112.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research challenges in
digital marketing: sustainability. Sustainability. 11(10). p.2839.
Jorge, F., Teixeira, M.S. and Gonçalves, R., 2020, April. The Influence of Digital Marketing
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Tomič, A. and Šupín, M., 2019. INCREASING WEBSITE TRAFFIC OF WOODWORKING
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