Tesco's Use of Digital Marketing within a Communication Strategy

This report examines the role of digital marketing within a communication strategy, using Tesco as a case study. It defines digital marketing and the communication mix, outlining various components such as advertising, sales promotions, and public relations. The report details Tesco's utilizat...Read More

USE OF DIGITAL
MARKETING IN A SPECIFIC
COMMUNICATIONS
STRATEGY

TABLE OF
CONTENTS
 Introduction
 Theoretical definition of Digital Marketing
 Explaining Communication Mix
 Digital marketing within communication mix
 Advantages and disadvantages of digital marketing
 Examples and recommendations
 Conclusion

INTRODUCTI
ON
 Digital marketing is concerned with spreading the awareness
regarding the goods and service offered by firm with usage of
internet and technological devices
 . Communication strategy refers to plan through which
company achieve its goals of connecting with customers.
 The particular study is based on TESCO which is one of the
successful firm operating in retail sector.
 Present study will give emphasis on providing information of
digital marketing & communication.
 This will comprise that digital marketing fix with
communication mix, advantages & disadvantages of digital
marketing and supporting points with recommendations

THEORETICA
L
DEFINITION
OF DIGITAL
MARKETING
The use of digital channels to reach customers for marketing
products and services is called digital marketing. For digital
marketing commonly used channels are websites, mobile
devices and social media platforms. Internet marketing and
digital marketing are two distinct ways of marketing. Digital
marketing is a wider concept on the other hand internet
marketing comprises website marketing only.

EXPLAINING
COMMUNICA
TION MIX:
Communication mix is the sum total of all the tools that
are used by Tesco to communicate to its existing and
potential customers.
Component
s
Advertisin
g
Personal
Selling
Of
Sales
Promotion
s
Public
Relations
Communica
tion Mix
Direct or
Internet
marketing
Packaging

DIGITAL
MARKETING
WITHIN
COMMUNICA
TION MIX.
Tesco use various channels of Digital marketing to
communicate with the customers of the company.
The various channels of digital marketing are:
Websites, Email
Social Media
 Organic Search
 Paid Search
 Mobile Phones
 Display Ads
 Affiliate Marketing
 Video Marketing.

ADVANTAGES
AND
DISADVANTA
GES OF
DIGITAL
MARKETING
Global reach Lower cost Niche targeting
Track able &
measurable
results
Improved
conversion rates Personalization
Higher
engagement
Survive the
competition

CONTINUED
Negative
feedback and
review
Global
competition
Reliance on
technology
Time-
consuming
procedure
Security and
privacy issues
Audience being
increasing ad
adverse
Disadvantages

EXAMPLES
AND
RECOMMEND
ATIONS
 For instance- TESCO as being the international organization
that pay attention on executing the relevant course of action
regarding digital marketing technique so that higher customer
engagement can be come possible.
 For example- Public relation is one of the major part of
communication mix strategy that tend to offer the relevant
ability to improve and promote the TESCO's image and
products by putting positive reviews. TESCO is multinational
company that faces larger competition which require firm to
maintain significant processing of public relation in turn
accomplishing the objective of attaining & retaining customers
for longer duration can become possible.

CONTINUED
Recommendations
 It is suggested to TESCO to give emphasis on having
appropriate ability to conduct the market analysis as allows
receiving crucial information about prevailing trends. The
main reason behind this strategy is to get the accurate
insights to communicate properly in turn attaining and
retaining customers for achieving economies of scale can
become possible.
 This is advised to the firm to focus on having effective
feedback mechanism so that prevailing lacking areas of
executed communication strategy can be assessed. This can
aid in achieving relevant processing so that effective
improvement in overall performance.

CONCLUSION
 From the above report , it can be concluded that
communication strategy plays significant ole in
impacting the performance of firm.
 The current study has involved definition and
communication mix such as advertising, public relation,
etc.
 There are various benefits and drawbacks of DM which
affect performance of firm.
 The firm should implement actions such as market
research & feedback mechanism for improving firm's
performance.

REFERENCES
Books and Journals
 Bala, M. and Verma, D., 2018. A critical review of
digital marketing. M. Bala, D. Verma (2018). A Critical
Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
 Sawicki, A., 2016. Digital marketing. World Scientific
News, (48), pp.82-88.
 Wind, J. and Mahajan, V., 2002. Digital marketing. Etas.
Online
 What Are The Main Advantages And Disadvantages of
Digital Marketing? 2022. [Online]. Available through:
<https://digitalcatalyst.in/blog/what-are-the-main-
advantages-and-disadvantages-of-digital-marketing