Digital Marketing Report: Digital Strategies and Performance Metrics

This report provides a thorough analysis of digital marketing, contrasting it with traditional methods and highlighting its increasing importance for businesses. It examines the key consumer trends driving digital marketing growth, such as the shift towards online shopping, and analyzes the opportunities and challenges within the digital landscape. The report delves into essential digital tools and hardware, comparing e-commerce and digital marketing platforms to physical channels. It includes a case study of Tesco, evaluating its digital marketing strategies and the application of appropriate digital tools like email marketing, SEO, and social media. The report also outlines a digital marketing plan with objectives centered on maximizing profit and customer satisfaction through enhanced experiences and quality offerings, incorporating omni-channel marketing and performance metrics. The conclusion emphasizes the significance of adapting to evolving consumer behaviors and leveraging digital marketing for business success.

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Overview of digital marketing landscapes..................................................................................3
Determine and analyse the key consumer trends and insights that fuelling growth of digital
marketing.....................................................................................................................................4
Key Digital tools and hardware that are available to marketer...................................................6
Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.................................................................................................6
PART 2............................................................................................................................................8
Digital Marketing plan.................................................................................................................8
Omni channel marketing..............................................................................................................9
Determine and evaluate the measurement techniques and performance metrics in digital
marketing...................................................................................................................................10
Demonstrate a set of action to improve performance of digital marketing...............................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital Marketing has become one of the best ways for the different companies and
businesses to promote their goods and services at wide scale in the dynamic world. Digital
marketing is properly different from traditional marketing techniques. Currently most of MNC’s
and ventures are succeeded to adopt these new digital marketing techniques. It is one of the
essential task for the upper management of a company to order their marketing representative for
effectively using digital marketing in it’s daily marketing operations. Th reason behind is that
currently these marketing techniques are offering extra-ordinary and productive outcomes to
different organizations in the market place. To understand role of digital marketing has an great
example of Tesco plc. In this report will outline differences between traditional and digital
marketing.
PART A
Overview of digital marketing landscapes
Digital marketing is completely different from traditional marketing. From past 5 to 10
years, digital marketing techniques is highly trending in the market place. Before a decade no
business aware about such techniques of marketing. In the dynamic world, digital marketing is
majorly used by companies in the market place, but still traditional marketing plays an vital role
in many organizations and ventures (Alghizzawi, 2019). Currently marketing department of the
Tesco plc uses both marketing techniques i.e. traditional and digital. Upper management and
marketing department of the company are completely aware about traditional marketing
techniques because it already has played excellent role in leading success of the business in the
market place (Buchanan and et.al., 2018). However, currently marketing department of Tesco
has become highly depends on digital marketing techniques because it is important for the
organization to achieve huge competitive advantage in the market place.
Difference between online marketing and offline marketing
Online Marketing Offline Marketing
Online marketing always focuses on content. While offline marketing are basically focus

on the product or service.
Online marketing involves third party i.e.
media, web content, search, email and social
media.
On the other hand, offline marketing involves
mass media telephone and phone centres.
Online marketing allows company to
communicate with customers or users through
social media, chats and emails (de Ruyter,
Keeling and Ngo, 2018).
As compared offline marketing allows
company to communicate with customer with
it’s mobile number and staff.
It is quite cost-effective approach. But it is high marketing cost.
Prospective buyers cannot see online
marketing.
While it directly visible for their prospective
buyers.
This marketing strategy can be managed by a
smaller number of people.
On the other hand, this marketing requires
wide number of people to manage precisely.
From the above discussion can be analysed that currently online marketing plays vital role in
business instead of traditional marketing (Zhang, Pauwelsand Peng, 2019). Thus, different
marketing techniques are used by Tesco plc but still it is putting more efforts over online
marketing instead of offline marketing because most of the customers are preferring to buy
product through digital networks instead of traditional one. Due to this currently, Tesco has hold
40.1% market share of the year of may 2020.
Determine and analyse the key consumer trends and insights that fuelling growth of digital
marketing
In the digital age, most of the customers have changed their insight accordingly modern
society now they are preferring to do online shopping instead of offline shopping because it
saves their time and they have multiple options to choose (Durmaz and Efendioglu, 2016). The
best thing of online shopping is that they get product at their home. So, people are enormously
preferring for online shopping. On the hand, it become quite easy for the organizations and
businesses as well they do not have to negotiate customers through traditional marketing tools
like newspaper, hoarding, TV etc. that are quite time-consuming and costly as well. So, most of
the MNC’s companies i.e. Tesco uses online marketing tools to identify their targeted audience

and influences them to buy products. For example, currently people want to do shopping through
online network sites only. It is one of the key consumer trends and insight of consumers that
fuels the growth of digital marketing in the market because most of the companies have
transformed it’s business in e-commerce market to offer their product and services on digital
platform (Ištvanić, Crnjac Milić and Krpić, 2017). For example, Tesco provides own software
application to the people so that number of new customers and existing customers can effectively
see their wide product line in the App and choose product accordingly their desire. With this
strategy, Tesco earns more profit in a single period. To understand consumer’s mindset for their
services and product, it has provided own official webpage on Facebook (Kannan, 2017). The
reason behind is that most of the consumers are highly active on social media like Facebook,
Instagram, Twitter etc. So, with the support of official page, it provides all information to the
customer about new products, offers, festival discounts to keep excited them. Google Trends has
also become another key consumer trend and insight because this platform has provided brief
information about content which writes by consumer. For example, if consumer wants to buy
ethnic wears then they search over google to collect wide information about ethnic’s price,
design, type of material etc. So, most of the companies and businesses starts to put their content,
video tutorial etc. over the google as paid promotion (Kingsnorth, 2019). Thus, companies
influence customers to visit their site and buy product by offering 50% cashback facility or
discount. It is evident that consumer’s key trends and insights have become the reason of fuelling
growth of marketing.
Evaluate the opportunity and challenges facing the digital marketing landscape
Digital marketing brings a range of opportunity for the companies such as it stimulates growth of
businesses and selling revenue. Currently company can sell it’s product wide number of people
at a time (Langan, Cowley and Nguyen, 2019). It provides wide number of channels for
marketing purpose i.e. search engine marketing, search engine optimization, mobile marketing,
social media, Email marketing, Ecommerce etc. through which organization enables to offer it’s
products and services across the world. For example, Tesco uses various digital marketing
channels like mobile marketing, e-commerce, email marketing and social media to the customer
for shopping purpose. Thus, it has become easy for any company to access number of customer’s
and provokes them to buy it’s product. the major drawback of the digital marketing is that if any

company to do fake promises to the customer about discount or services and unable to stand over
their commitment that it leads negative publicity that directly impact on company’s brand image
(Mandal and Joshi, 2017). So, it is essential for the company to take all precautions while
choosing channels of digital marketing.
Key Digital tools and hardware that are available to marketer
There are various key digital tools and hardware i.e. Email marketing, programmatic
advertisement, paid social media, search engine optimization, affiliate marketing, customer
services etc. available for the marketers in the contrast of the ‘brick and mortar’ and physical
channels. For example, Email marketing is the best option that is available to the marketer for
influencing buying behaviour of customers. Email marketing includes various type of software
like HubSpot, MailChimp, Marketto etc. that allows marketer to introduce new product or
service in this software and induces customers to visit their site once a time. Programmatic
advertisement is another hardware tool that provide various software applications to the marketer
to automate the purchase media from both channels online and offline. In other word, ads can
purchase and displayed by marketers based on the data. The major advantage of using this tool is
that it can reduce the maximum time of marketers which they spend to identify best networks for
advertisement purpose. Secondly, marketers can get access to add massive data of the company.
It includes ChoiceStream, Rocket Fuel and Simpli.fi software applications through which
marketers can add massive data of company. With the support of key digital tools and hardware,
marketers easily enable to meet their marketing requirements. The key digital marketing tools
and hardware’s are quite effective in contrast to Brick and Mortar and other physical channels.
For example, ‘Brick and Mortar’ term means such businesses that sells it’s product to customer
in a physical location or stores (Rezaei and Valaei, 2017). For example, grocery stores of Tesco
is a great example of brick and mortar companies whereas customer’s directly visit physical store
of Tesco and buys product from employees by face to face communication. Physical channels
and brick and mortar business are providing that up to scale profit at presently, as company used
to be earned. In addition, marketers have limited option to market company’s product in physical
channels.

Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels
E-commerce and digital marketing have become one of the best trading way for the modern
society. these marketing platforms supports company to create huge revenue as it helps in
acquiring customer and brand value. Now customer’s have become more dependent just on
content or word of mouth before taking decision of buying a product (Saura, Palos-Sánchez and
Cerdá Suárez, 2017). Priorly they make sure that product is good or not by reading the reviews
about product on all digital platforms on which product is listed. Thus, digital marketing supports
e-commerce market to grow in the market and maximize profit margin. Even customers also
have changed their buying behaviour, from past few years most of the customers have become
online shopping lovers instead of traditional one. Younger generation becomes social media
addicted. Digital marketing has provided extensive platforms for the e-commerce marketing
purpose such as social media platform, content marketing, search engine optimization (SEO) etc.
that are used by various company to keep their grip on e-commerce market. There is another
reason to improve development of e-commerce and digital marketing platform such as it is quite
cost-effective, time-saving and provides quick access to reach large number of customers at a
single period. While physical channels like TV, hoarding, magazine etc. are quite time
consuming and costly as well. In addition, company can offer shopping service to the customer
only for a specific period through physical channels while e-commerce and digital marketing
platforms allows customers to buy product at any time.
Critically analyse the application of appropriate digital tools
Tesco operates it’s business on both type marketing channels i.e. digital and traditional
one. Marketers of the Tesco plc uses Email marketing, SEO and social media platform in order
to fulfil company’s marketing needs (Vieira and et.al., 2019). For example, Email marketing
helps marketer of Tesco plc to access number of customers at a minimum period and addresses
them about new product services, discounts and updates regarding order to processing, refunding
or picking. With such kind services, company enables to keep it’s customer closer to the product
and makes them loyal for the company. As same social media platforms i.e. Instagram, Twitter,
Facebook etc. uses by marketer of Tesco to advertise about brands and speciality of products and
services that helps company to build large customer base and improves selling revenue of the

product. But the major drawback that has achieved by marketer is that these hardware and
software tools needs expert technician because it often creates issues for the marketers to
communicate with customer.
PART 2
Digital Marketing plan
Aim
To maximize the profit and level of customer satisfaction that would support by enhancing
their experience and offering quality products and services.
Objectives
 To increase the sales of product up to 45% by the end year of 2022.
 To increase the customer’s shopping experience 35% by the upcoming 10 months.
 To augment market share by 40% to increase online shopping seekers in Tesco plc at
the end year of 2023.
 To improve multichannel capabilities of the Tesco till the end year of 2022.
 To increase the profit margin up to 40% by the end year of 2024.
Strategies
 4P’s marketing model: It is one of the best marketing models that can be used by
company to company to differentiate it’s product and services to the customer from
others. This strategy encompasses four elements i.e. product, price, place and
promotion through which company can promote product and brand in retail market. It
is the best strategy for the Tesco to achieve world’s best retail company as positioning
in the business market.
 Influence of Social Media: It is another strategy that Tesco can implement to increase
customer’s awareness. With the implication of this strategy, Tesco can access new
customers and can give response over their questioning for the product through this it
can give value to the new people which ultimately transforms into customers. Thus,
social media platform will support company to improve it’s multichannel capability.
 Build strong correlation between online stores and physical stores: It is one of the best
strategies but needs high attention while implementing because in this strategy,

company have to keep fair balance between online stores and physical stores. But the
integration of online and offline stores will stimulate growth of Tesco because it can
maximize sales profit by selling it’s products to the all type customers within time and
can improve their shopping experience by keeping them in touch through social media
platform. Tesco can implement this marketing strategy as well (Wiengarten, Lam and
Fan, 2020).
 Boost customer engagement: It also considered one of the effective strategies in
improving capabilities of multichannel for example Tesco can offer official website
facility to the people on social media platform like Facebook, Instagram, Snapchat etc.
provides touchpoints facility to them wherein freely anyone can press touch point of
like, share, comments. Thus, company can keep its customer up to date about it’s new
product, offers, festival discounts and services that ultimately boost customer’s
engagement.
Implementation and Evaluation
Marketing management of Tesco plc implements all above mentioned strategies in the
company with the support of marketing team. Priorly, marketing professionals’ delegates
different tasks mong making team so that individual perform better and achieves all projected
objectives over the period. They implement all proposed strategies to increase capabilities of
multichannel of Tesco. To evaluate overall digital marketing plan, marketing managers cross
checks overall digital marketing plan. To analyse profit margin of the company after
implication of proposed strategies calculates last year financial statements with this year.
Controlling
To keep control over digital marketing plan and employee’s performance uses various
software i.e. pay per check, performance management tool etc. supports to evaluate
effectiveness of plan and each employee efforts towards company’s success. 360 degree
feedback strategy also follows by marketing manager to keep control over employees
functioning.
Omni channel marketing
Omni channel can be defined as the multi-channel sales approach that offers to the
customer with an integrated customer experience. This marketing allows customers to do

shopping in both manners online i.e. mobile software application and offline i.e. physical stores
and the experience will be seamless. Multi and omnichannel both involves in selling around
physical stores and digital channels. Omni channel sales strategy has become one of the best
strategies for the company. For example it helps to retain customers in better rate, It also helps in
increasing customer’s experience by offering seamless shopping experience through both
platforms traditional and digital. With the support of omnichannel company can improve
collection of customer’s data through which it can understand needs and expectation of the
customers. This channel brings good integration of online and offline experience as resulted
Tesco can gain more benefits. Tesco can evolve omnichannel marketing strategy in the digital
marketing plan because it helps to have better functioning in retail sector. But the major
drawback of this strategy is that it leads mobile phone threats means most of the customers visits
physical store for the product and then search on online networks to may available at lower cost.
Determine and evaluate the measurement techniques and performance metrics in digital
marketing
There are various measurement techniques and performance metrics in the digital
marketing that can be used by Tesco plc to keep control over digital marketing channels.
Measurement techniques and performance metrics are mentioned below:
Traffic by sources or channels
It is one of the useful measurement techniques in digital marketing through which
company can access that from where it’s visitors coming from (Patrutiu-Baltes, 2016). There are
four major website traffic sources that are proposed by Goggle Analytics i.e. direct visitor,
organic search, social and referrals. With these sources, company can easily measure that how
many users were clicked a you link from another websites, how often these users typed
company’s URL directly into the search bar. Thus, company can keep measure on it’s digital
marketing.
Social engagement
It is another effective measurement and performance metric that reflects over the total number of
interactions that are made on any given social media post. Social media platform provides
touchpoints to the customer i.e. likes, shares, comments and retweets. With this technique Tesco

can easily rank it’s content on the basis of improving customer engagement on social media then
it can easily converts them into loyal customers. It also helps in measuring number of customer
engagement with it’s rank.
Return on Investment
It is considered one of the most common performance metrics that provides a true baseline for
the success, Generally ROI equals to how much company invests vs how much it earned. It is
considered one of the effective performance metrics through Tesco can easily evaluate
profitability rate of digital marketing channels on it’s economical scale.
Demonstrate a set of action to improve performance of digital marketing
Tesco has goal to increase volume of sales up to 50% at the end year of 2022 over the
proposed product segment that is organic food product. Marketing management organize
marketing campaign for the Tesco to increase awareness in customer’s about it’s new product
segment. It uses all digital channels to provide brief information to the customer speciality and
benefits of the proposed food segment. Later, marketing manager uses all measurement
techniques and performance metrics to measure success of the marketing campaign. Based on
ROI metric, manager measures that company gets more profitability in return over the
investment. While social engagement measurement technique supports company to analyse that
rank of content which marketing manager uploaded regarding market campaign. Thus, Tesco
enables to get success through digital marketing (Yoga, Korry and Yulianti, 2019).
To improve performance of digital marketing, Tesco uses search engine optimization
(SEO) that is not only support to improve online marketing performance of company but also
improves capabilities of implemented digital channels.
Critically evaluate key digital measurement and performance metrics that used in digital
marketing
The major drawbacks of the digital measurement techniques and performance metrics are
that it needs high level of expertise of technical skills and needs a particular team who can
manage online digital marketing channels then company can get profitability through digital
marketing channels.

CONCLUSION
This report has been summarized a overview of the digital marketing landscape and
compared online and offline marketing concepts. Key consumer trends and insights that fuelling
the growth of digital marketing has been concluded in this report. It has accessed key digital
tools and hardware which available for the marketer as compared to Bricks and Mortar and other
physical stores in this report. The brief study has been summarized a digital marketing plan and
strategy to develop multichannel capabilities. Key measurement techniques and performance
metrics in digital marketing can be concluded in this report.