Analyzing Tesco's Digital Marketing: Omni-Channel Strategy & Metrics

This report provides a comprehensive overview of digital marketing, comparing online and offline strategies, and analyzes the opportunities and challenges faced by digital marketing, focusing on Tesco. It identifies key consumer trends fueling digital marketing growth and assesses the digital tools available to marketers, contrasting them with brick-and-mortar channels. The report includes a critical analysis of appropriate digital tools for Tesco's marketing needs, examines e-commerce development, and proposes a digital marketing plan with multi-channel capabilities and an omni-channel marketing campaign. Finally, it evaluates measurement techniques and performance matrices used in digital marketing, providing a critical evaluation of their application.

Digital marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Present an overview of digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................3
Evaluate the opportunities and challenges faced by digital marketing........................................4
Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing..........................................................................................................................5
Assess the key digital tools and hardware that are available to marketers in comparison to
brick and motor and other physical channels..............................................................................6
critically analyse the use of appropriate digital tools both hardware and software to use in
organisation Tesco to meet their marketing needs......................................................................7
Examine the development of e-commerce and digital marketing platform and channels in
Compare to Physical Channels: -.................................................................................................8
Develop a digital marketing plan and strategy to build multi-channel capabilities....................9
Explain how omni- channel marketing has evolved..................................................................10
Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign......11
Determine and evaluate the measurement techniques and performance matrices in digital
marketing...................................................................................................................................11
Critically evaluate application of key digital measurement techniques and performance
matrices used in digital marketing.............................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
INTRODUCTION

The use of digital marketing, that will be helpful to reach to the enormous audience in a way
that will boost the cost effectiveness of company as well as by the help of which, the company
are capable to easily measure the difficulties and what are the specific solutions for such
problems. The company can easily become able to save money in comparison to traditional
marketing methods. With the help of digital marketing the employers of company can easily get
to know the employee and customers personally that can be helpful to create the brand loyalty in
as well as by the help of digital marketing, the owner can easily trac and will able to monitor
campaigns when they are willingness in order to invest their time and money in campaigns, to
get to know that what they are working, which allows to adopt and drive the productivity within
the business. now, in the respect of the company Tesco, working as a digital marketing analyst
for Cambridge digital a marketing consultancy company. The company is providing marketing
consultancy to many medium and large size organisation (Apte and Sheth, 2018). as in relation
to the company Tesco representing a report to the marketing head of Tesco that will be further
discussed below-
MAIN BODY
Present an overview of digital marketing landscape and compare online and offline marketing
concepts
As Tesco Plc is the British multinational grocery company and general merchandise
retailer. This is the third largest retailing company of world this is also get measured by gross
revenue. as well as this is the retail company and company are also get engaged in business of
retailing and which is associated with the activities as well as activity and retail banking as well
as insurance services (Chea and Luo, 2017) as well as when the discussion is about online selling
the development in today selling growth has been seen more in comparison of offline selling
during any critical situation. But both has its own encouraging and discouraging side that effect
company profit.
Online marketing;
 Weaken geographic boundaries-In online selling corporate can discover selling its
goods and services everywhere within the globe. The possibility of enhancing customer
base and will raise the overall sale.

 Continuously open-The network of online open for daytime and night that is full time as
an outcome probable customer can buy product any time and from anyplace as per its
choice and preference of products (Hedonists, 2020).
 Rise sale-It covers selling merchandise online at very low price to the ground cost along
with price effective advancements. No supplementary intermediary or network of
supplier is wanted as an effect it will increase sale and revenue level.
 Record visitor behaviour-Online marketing corporate can way consumer behaviour in
terms of website visited, buying, time expended so that it can made probabilities or
perform strategy as per buyer taste to advance more sale.
 Quicker stock management-It will turn as fastest, extra suitable in order to the function
commercial movement. The consignment order is easy to accomplish in online corporate.
Offline marketing;
In offline stage, it comprises physical shop appearance with full reality to trade goods and
services. This will turn as local occurrence at specific area. Here appropriate direction is
delivering over worker to present invention to rise sale and profit of corporate.
 The offline marketing comprises optimistic feature such as encouraging brand
excellence in order to achieve connection between probable consumer. By the help of this
additional personalisation can be completed while providing quality products to
customer. As with assistance of physical shop Tesco can identify real demand and
essential things for consumer. This can effortlessly adapt variations as presents inventive
network throughout marketing This will also provide full direction from its finest capable
worker as they directly deal with buyer. This will increase the opportunity of sale and
helps to encourage sale. It will distribute more actual facilities to customer to progress
their knowledge in order to carry huge amount of purchaser to store (Holland, 2020)
Evaluate the opportunities and challenges faced by digital marketing
After the survey of marketers by Cambridge technology, there are top two digital trends have
to be get focused by the help of consumer experience. These are the trends that comprise the
various opportunities. They are giving direction to general shift to selling strategically to
company Tesco. There are both opportunities and challenges ion relation of digital marketing is
as follows-

Generating traffic and leads- This is related to generating the enough traffic that leads with
the various challenge of digital marketing. As well as the when the competition is getting
increase time to time, this is important to apply the digital marketing steps to survive within the
competition of digital marketing. Because this can be useful to become generate so many options
in order to publish so many contents related to its marketing and this will give more options to
promote their products and services and this is hard to get to know where they have to focus on
their efforts (Jelassi and Martínez-López, 2020)
Keeping quality consistent- The digital marketing process comprises the huge audience as
well as large teams of the profession of writers as well as editors that can regularly able to
publish the articles about the achievement of company as well as the well- written content that
can influence the consumer perception about the product as well as services of the company
Tesco.
Providing ROI marketing activities – This provide the beneficial return on investment to
the company activities that is remained a top marketing challenge. That will also continue the
important way of challenges of the marketers of Tesco to get understand the effectiveness of
every particular marketing campaign of company Tesco. In Addition to providing return on
investment that sometimes go hand in hand in order to get increase the budget of company. But
regularly get tracking the return on investment of every individual marketing is not as easy
always and especially company do not have the two-way communication in between the
marketing activities and their report of sales (Lancaster and Massingham, 2017)
Determine and analyse the key consumer trends and insights that are fuelling the growth of
digital marketing
As shopping online has become the rule of 21st century. The consumers demand for their
convenience as well as speed to continue its growth of digital marketing. The retailers like Tesco
have get implementing the new ways in order to get capture the new generation of buyers while
re innovation of brands for become appealing in digital marketing. As they are considering the
strategy for the quickly involving the company within the digital world. Here are some of the key
trends of digital marketing to help and guide the Tesco company growth (Madleňák, 2017)
Environmental awareness- the large group of the consumers is closely get concerned about
the climate change as well as they are looking for the steps for the reverse process that provides
the effects on the eco-systems. Numerous consumers especially the younger generation

consumers this is also related from the consumer that is especially related from their sentiments
which get affected on the group in order to place the greater value on the experience of
ownership.
Consumers make more time increasingly with mobile devices- now a days it seems to
like a new smartphone is one of the greatest priorities to grow within the market place. There is
even something more additional thing so the peoples are investing within the smartphone
upgrades. This has come to the point that younger generation are watching and get interacting
with their mobile devices in comparison to watching the television. For the digital marketers this
usually will show the opportunities that is never provided before.
Bargain hunting creeps into more sectors- The online shopping devices is providing more
of the options to grab the deals. This has result to rise the bargaining-oriented platform where
every buyer can generally have huge number of discounts in the departmental store of Tesco.
This is the trend that will include the brand prestige. Now coming to the point when every
consumer sometimes will feel like they are failed in order to paying the full prices for anything.
As the business Tesco is using promotional prices to get influence the shoppers and to learn that
how to do the things responsibly without damaging its market as whole.
Growing demand for convenience- The internet and delivery of speed have been focused
to create the consumer background that will demand the greater concerned with their
convenience of products and services as most of the customers are always get prefer the digital
marketing because this will provide quick delivery of products and services at their door steps
(Smedlund, Lindblom and Mitronen, 2018)
Assess the key digital tools and hardware that are available to marketers in comparison to brick
and motor and other physical channels
In comparison to brick and motors and other physical channels in comparison to brick and
motors is as follows, this is one of the biggest mistakes of brick and retailer that can be able to
make and dismiss the online marketing. This can increase the competitive market place that is
become filled with change and innovation of the Business-like Tesco. As well as retailers must
know and provide the omni channels and buying experience that brings the people in and back
will bring people back. Here are some of the digital tools is as follows-
Buy online pick up in store- This is just related to shop from online stores that will make
their purchase and afterward physically comes into the store to pick them up. The Company

Tesco is offering this service. The BOPSIS is the key in order to bringing the software to make
some of the extra purchase. This tool will provide store address, the pick-up area within the
stores as well as includes the detail description of where to go. As well as the list of things when
picking up the orders.
Email marketing- The smart retailers like Tesco know really well how to do, due to
millions of peoples using retail marketing to get create and encourage the staffs. As well as there
are multiple customizations of tool that make the content look and feel professional in order to
get influence the customers in appropriate manner (Sparks, 2018)
Social media management platforms-This will help the company Tesco in order to get
schedule the social post by the use of numerous social networking platforms. This will always
allow the customers to manages every account of social media that will get responsible for one
place. As well as schedule social media post for preferred times and getting review analytics to
see how post is working on public. And will get attracted with company product and services.
Mobile promotions that are redeemable in stores- due to mobile users are giving more
than four hours within a day. This will be useful to inform the company Like Tesco is what is e-
mail marketing is and what still this is really effective. The company should be get focused on
optimizing the marketing efforts in order to collect the e-mail address as well as company get to
focus to start to collect the phone numbers as well as to provide information about the product
and services.
critically analyse the use of appropriate digital tools both hardware and software to use in
organisation Tesco to meet their marketing needs
The digital tools both hardware and software to be use to meet the needs and requirements
of organisation Tesco is as follows-
sprout social- The sprout social is useful for the ultimate usage of the control centre for
business Tesco in order to looking to converts its social media presence and give the actual result
to the organisation. This sprout tool is easy to get collaborate with the colleagues and customers
in an appropriate manner.
`Loomly- Loomly is already a self-described’’ brand success platform’’ is related from the
tools that is used to organize and collaborate the content of social media in an appropriate
manner. This is really easy to use and navigate and will get friendly to users this is also an
affordable platform for performing well within the company Tesco (Sutherland, 2021)

Examine the development of e-commerce and digital marketing platform and channels in
Compare to Physical Channels: -
E-commerce uses digital marketing for its growth and promotion, they uses social media or
website as a tool for selling their product. But physical channel does not get help of social media,
website etc for their promotion and selling so they are going downward in the field of market
They uses ads and printed media for its advertisement and selling (Tarifa-Fernandez, Aguilera
and Jiménez-Guerrero, 2020).
The reasons for development and growth of E-commerce through digital marketing for Tesco
are: -
 More and wide option for engagement: - with the help of social media Tesco see how
audience or customer searching the products on websites, what they want on website, so
then can easily track the product and sell to the customers, and at the end they give a
positive impact to the company. and rapidly grow their selling and profit.
 Easy to measure company growth through online: - Tesco supply various product to
the market like fruits, grocery. so, they to keep eye on it time to time. due to the reason,
they build website of company, where the company can easily see the stocks of product.
 No time limit to buy or sell anything: - as compare to physical channels, e-commerce
work 24*7 customer can visit the website anytime or buy something also at a time.
Therefore, Tesco sells more product via online as compare to physical channels.
 Customer service: - E-commerce have a best customer care for its customer if any issue
creates while selling their product, they have a team to managed the things, sometime at
a time of delivery product get damaged so company have a best return policy for their
customer.
The reason of physical channels downing in the market as compare to E-commerce: -
 Comparison shopping: - when a customer visits the physical channels, they did not have
a wide range of product they only have 1 or 2 types of products so customer can’t
compare anything while buying of any product. Also, they did not avail the option wider
selection for the products.
 Waste of time: - when customer willing to buy different varieties product customers
have to visit various shop for buying their product it causes wastage of time.

 Fixed price: - physical channels does not offers any discount on their product, while
buying their product they every time set a fixed price on their product.
 Limited time for buying: - when customer is busy in some of the important work and
they can’t go at an open time of physical channel so they can’t buy anything Physical
channel cannot operate 24*7 to get desirable products to the customers. (Van de Sanden,
Willems and Brengman, 2019)
Develop a digital marketing plan and strategy to build multi-channel capabilities
Develop and implementing a multichannel marketing or strategy can increase to reaching
the customer where they are paying lots on attention through social media or website. The impact
of strategy is that customer provide a positive approach to buy product that, they will get to
observe in the digital marketing website of multi-channels. Customer buy anything from website
of different multi-channels at a time.
Plan and strategy develop by a multi-channel through digital marketing are: -
 Fully focused to the customer: - The multi-channel makes plan and make different
strategies for customer because for profit and to generate the revenue. If the company
will give satisfaction to the customer, then the customer gives a positive image to the
brand which they buy. By focusing on the customer demand or wants as well as, they can
get help through recommendation, messaging, advertisement.
 Leverage automation for multi-channels: - The key-point of successful multi-channel
marketing strategy is automation. It helps to improve the mistake while in the process of
selling the product. However, Leverage automation use the technologies to execute
recurring tasks or it minimize cost, increases efficiency.
 Observing the data: - collection of data through every channel for analysing the
information. The successful multi-channel customer uses the company website
advertisement for buying their regular brand product. Once the data collected the sales
teams work on it or eliminating every pain point of channels that harms the company
while customers purchase the product.
 Final thoughts: - multi-channel marketing require a new technology that help in the
selling or marketing of products. The data which technology sends are helpful in ongoing
trend. It gives knowledge and skill to tackle the ups and down in the market. Final

thoughts give the popularity of channels and it’s kept up to date the information of
buyers.
 Implementation: - every multi-channel made a rule that should be implemented for the
success and growth of channel by the help of focusing on digital marketing, new
technology, feedback, customer service.
Explain how omni- channel marketing has evolved
As recently, some days ago the companies are focused to adopt the multi-channels approach
that has to use for support of the customers that is seen as innovative as leaders within the
industry, that will help to empower the customers. as well as the term omni channels may be the
marketing buzzword but it refers to provide experience to the customers is as follows-
Put the customer experience first- before get applying anything else, the company having
a mindset that is being committed that what is best for customers. The Omni channel marketing
creates a better customer experience for better for consumers within the Tesco. This is used for
understanding the needs of co-workers and customers. This step will also useful for discussing
the new strategy, reminding everyone that everyone is on their same page.
Prioritize accurate inventory- This will provide the seamless steps in order to online
purchase to offline pickup that means to become accurate the inventory, if the customers are
taking its time in order to pick- up any item from stores. If someone is spending time in order to
get find the product to log-in and enter their detail of credit cards, they are expecting that product
will be present in store.
Take a data driven store- The successful omnichannel is all about understanding the
customers. This approach is useful to use the data to anticipate the needs of customers and when
the customers will leave its current supplier to take its business anywhere else. This will be
helpful to compare all the data across multi sources as well as get to understand their customers
and how they will interact with brand.
Personalize the process- once the company is getting familiar with customer segment and
get familiar with journey. This is related from the personalize message of group. This will be
helpful to get highlight the importance of using the personalization in omni channel for
implementing the online and offline retail experience.

Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign
The tools and techniques to manage and plan end to end omni channels marketing campaign
is as follows-
E-commerce website-The e-commerce website is being used to manage end-to end
operations on the place of seller to get manage the minimal expenses. The Omni channel
will be helpful to build a self -owned e-commerce platform that will be more profitable
for seller. Due to a functional e-commerce website will contain the complete portfolio for
sellers and this is the primary component of retail channels.
Secure payment gateways- security is one of the critical components of digital world.
because this will be helpful to prevent from cyber attackers. So, Tesco have to make sure
that they have a proper security measures as well as secured payments gateways.
Supply chain management- The company also needs to be focused to work on supply
chain for the effective online operations. Therefore, the logistics operations will include
the transporters, warehouse this will give advantage to Tesco, that will be helpful to
streamline supply chain and will also integrate the cutting edge of technology and will
provide greater visibility, faster shipping while growing effective reach cost.
Determine and evaluate the measurement techniques and performance matrices in digital
marketing
This totally get depends upon the marketing journey that how the company is probably
suffering from mastering the matrices that results are this will be helpful to get identify the
desired thinking as well as actual return of the marketing investment of company Tesco. The
company can track to provide the insight result of marketing that make efforts on customer
behaviour. Due to not every metrices is relevant from the marketing plan. Here are some of the
few key metrices and techniques that will be discussed below-
Total sites visit- This will be helpful to show the big picture and number that should monitor
and track over the time and give Tesco a proper idea of how effective the marketing campaign
and will get affected the profit of company.
Traffic by sources- this step is being useful in order to segment the traffic sources to ger
identify the overall marketing campaigns by the help of following channels and sources.
 Direct visitors- This is belonging to one individual who comes to company website by
typing company URL into its browser

 Social media- if company have social media presence. This will be helpful to get measure
the visitors that will get arrive at company site from social media platform.
Time on website- This is mainly get concerned with interaction of per visits that provides
the insight, that provides the level of interest and engagement to the company website visitors.
The visitors who are going to spend more time on company website has seem to be most
committed customer of company.
Critically evaluate application of key digital measurement techniques and performance matrices
used in digital marketing
The key digital application measurement techniques and performance matrices used in
digital marketing is as follows-
New vs. returning customers- when there is measuring of digital marketing. This online
matrix can help the team to get understand that how many of the users will be visiting the
website. Therefore, the audience will take the time for analysing past users that get return to
company website (Zare and Honarvar, 2021). That is the reason new vs. returning users will
offer various insight that includes the various factors
 The customer buying cycle
 Potential customer brand awareness
 Customer product and services demands
New sessions- This session may include to browsing the several pages from the company
websites. As well as this also includes that someone can bounced away. The new session will
occur every time for new visitors stops by the help of google analytics that will be helpful to
track them in an appropriate manner. However, by the help of this, company can easily see how
many people will get attracted from company website.