Analyzing Digital Marketing in Communication Strategies: A Report

This report explores the use of digital marketing within communication strategies, focusing on examples from Tesco and Sainsbury. It examines how these companies leverage digital channels, including social media, to promote their brands and engage with customers. The report reviews their promotional mixes, assesses the effectiveness of various social media measures, and provides a comparative analysis of their digital marketing approaches. The conclusion emphasizes the significance of digital marketing in modern communication, highlighting its role in brand building and customer engagement. References to academic sources support the analysis and provide a broader context for understanding digital marketing strategies.