Digital Marketing: Benefits, Channels, and Strategies

This report provides a comprehensive overview of digital marketing strategies. It begins by outlining the benefits and uses of digital marketing, emphasizing its importance for businesses like Tesco. The report then delves into mobile and social media marketing, highlighting their role in reaching target audiences and fostering customer engagement. It explores various marketing channels, including direct and indirect approaches, and discusses strategies for acquiring and retaining customers. The core of the report focuses on search engine marketing (SEM), detailing steps for effective SEO, PPC campaigns, and online display advertising. Website optimization techniques are also discussed to improve performance and visibility. Furthermore, the report covers email marketing processes and activities, along with tools for measuring the success of digital marketing approaches. Finally, it synthesizes these elements into a discussion of effective digital marketing strategies, concluding with a summary of the key takeaways.

Digital marketing

Table of Contents
INTRODUCTION.................................................................................................................................2
TASK 1.................................................................................................................................................2
Benefits of digital marketing and its uses..........................................................................................2
Task 2....................................................................................................................................................2
a. Mobile and social media marketing...........................................................................................2
b. Marketing channels...................................................................................................................3
For getting new customers............................................................................................................4
Retaining the customers................................................................................................................4
TASK 3.................................................................................................................................................5
Using search engine for strengthening visibility................................................................................5
a. (i) Steps undertaken to design and effective SEO......................................................................5
(ii) Steps taken to design pay per click effectively.............................................................................7
(iii) Steps taken to design effective online display campaign.............................................................8
b. Getting audience using search engine marketing......................................................................9
c. Improving website performance via website optimisation techniques...................................10
d. Laws and guidelines need to be taken with regards to Search Engine Marketing...................12
TASK 4...............................................................................................................................................12
Email marketing: Process and activities associated.........................................................................12
TASK 5...............................................................................................................................................13
Tools to measure the success of digital approaches........................................................................13
TASK 6..................................................................................................................................................14
Effective digital marketing strategy.................................................................................................14
CONCLUSION.......................................................................................................................................15
REFERENCES........................................................................................................................................16

INTRODUCTION
In today’s world, to start a business and make it visible globally digital marketing is
used. Digital marketing helps in promoting the products and services globally. Using online
marketing methods for promotion is beneficial as in short span of time a large set of audience
are covered (Yasmin, Tasneem and Fatema, 2015).
TASK 1
a. Benefits of digital marketing and its uses
It is important to use a marketing plan to promote the products and services, using
digital marketing strategy help in reaching to larger viewers in short span of time. It also
helps in knowing what services are provided by the competitors on the market. So that steps
could be taken accordingly to achieve more profitable venture (Abdullah, 2017). For better
marketing of products and reaching the right target audience, digital marketing is important.
As online marketing contributes in spreading the awareness worldwide and is a flexible
option for promotion. Even the competitors in the market are using online marketing to reach
to customers.
b. Importance of digital marketing for Tesco
Tesco is an international grocery and general store that serve thousands of products. It
is very important to have a digital marketing strategy so that more customers are attracted
towards it. More customers means better benefits, thus it is a just a way to promote the
services to the customers, to get more users in the business. More users or customers are a
sign of profit to the company (Ahmed and Hussen, 2015). Using the old traditional method is
difficult as well as time consuming, thus by applying minimum efforts and getting maximum
output could be attained with the help of digital marketing.

Task 2
a. Mobile and social media marketing
Social media marketing provides opportunity to reach to target audience. Social media
marketing make sure that every kind of audience has been reached. It is an important part of a
business for making profit. By using social media marketing products are showcased online
so that services are available to customers (Chaffey, 2016). It is also favourable as it helps in
in getting feedback from customers so that improvement can be made. It is true that users are
actively available on social media all the time so that audience can be targeting in a faster
way (Singh, Veron-Jackson and Cullinane). This approach is widely used as it is cost
effective method. By using social media marketing techniques is beneficial as it helps in
knowing the interest area of users. By this mean of marketing strategy millions of people can
be reached in minimum time. Thus it can be concluded that advertising about the products on
social networking site is worth it, as youth is active on social networking site all day long.
Hence, advertisement of their interest will drive them to look more about it; which in turn
will increase the traffic of the site (Singh, Veron-Jackson and Cullinane). Hence, this
contributes in increasing business growth. It is a faster way to reach to the audience and users
can remain active all the time. It is a cost effective approach for marketing, as well as it
targets to all kind of target audience (Envato, 2016). Focusing on getting target audience can
be accomplished by search engine marketing. Getting more audience on the website is done
by showcasing all the products and services available in an efficient manner (Wu and Liu,
2016). After visiting the website, the appearance of website helps in keeping the customers
for longer time. The website should be innovative to provide user friendly access to the
services. Search engine optimization helps in bringing the website in top search results and
also in keeping track of online traffic (Wu and Liu, 2016).

b. Marketing channels
Apart from these various marketing channels are available to get customers; two types of
channels can be used direct channel as well as indirect channel. Direct channel is one where
producer and customer deal directly with each other. Indirect channel is where an
intermediate entity is used between producer and customer. Mostly indirect channels are used
for reaching to large audience that too in a cost effective manner. It helps in reaching new
target segments in lower cost estimates (Camilleri, 2018). Apart from that various platforms
are used like Facebook or Twitter for promoting the product. As promoting the services using
these platforms is very flexible and offers a great way to reach to target audience. It helps in
engaging the customers by simply adverting about the products. These marketing channels
are very useful for small businesses that are initially looking for customers.
For getting new customers
For getting new customers to the business, the best method is using digital marketing. For
making the lifestyle easy social media marketing methods are used. Digital marketing
provides various ways to promote the products in an efficient manner. It also helps in
improving the relation with customers (Hall, 2016). As everyone in the society is using
digital devices thus promoting the services so that target audience is reached.
Retaining the customers
Various channels used for marketing that assure that customers are stable. Email marketing is
one of the methods to keep the customers stable for a longer run. As receiving the
information via Email sounds like personal notifications (Ryan, 2016). It can be treated as a
medium for communicating services and new products to the regular users. Keeping the
regular users updated about the discount and offers is possible via Email marketing. Emails

are sent to those users who show interest in various products and services (TechMagnate,
2017). So that they can keep track of all the new offers as well as new production in a
company.
TASK 3
Using search engine for strengthening visibility
It is true that digital marketing is a cost effective approach, rather than using the old
traditional marketing strategies it is recommended to use any source of digital marketing for
better results (Yasmin, Tasneem and Fatema, 2015). But if the website is not visible to the
user, then digital marketing is of no use. Therefore the first concern is to make website visible
to the users and this could be done using search engine optimization (Yasmin, Tasneem and
Fatema, 2015). It is important to check the flow of traffic on the website and trying to get
more traffic. By increasing the traffic towards the site means that large number of customers
is looking at the services provided by the business. Thus making the audience aware about
the products and services provided by the company helps in growing the business. Getting the
customers to the websites is not the task, but making sure that they spend time on the website
so that business could be expanded (Armstrong, Kotler, Harke and Brennan, 2015). There are
several ways and methodology available to get more customers to the website. One of the
methods is online marketing as everyone around the world is active on internet. As it is
simple to grab the traffic through online media, blogging is one of the example uses to
increase the traffic of the website. To improve the visibility of the website and make the it
visible in the top search results, search engine tactics are used.
a. (i) Steps undertaken to design and effective SEO

Adding On-Site keywords- Keywords are one of the important elements to enhance search
engine optimization and also to enhance link building. Adding all related keywords on the
site regarding the services offered by the business helps in fetching more traffic (Ramos and
Cota, 2010). Related keywords could be leashed from Google to target more customers. Not
only keywords but maintaining the title page of website, and using Meta data helps SEO learn
more about the site (Baltes, 2015).
Building Focused pages- It is important to build webpages that are focused on the list of
keywords. To get the page ranked high in search result specific keywords to engage more
users.
Off-Site Optimization- Getting other websites linked to our website helps in increasing the
rank of the site in search results. Links can be gained by Blackhat or whitehat softwres
(Baltes, 2015).
Creating Links- Linking between internal sites as well as external linking helps search
engine to learn more about the website. Blogs also helps in gaining traffic to site. As
adverting about the products and services offered on different sites helps in bringing traffic to
the site (Holliman and Rowley, 2014)
. Apart from that learning about the competitors and what they are serving to the customers
helps in knowing more what need to be improved in the organisation.
Quality Content- To get more customers to the site, quality content can contribute in that.
Creating the creative content for the site helps in marketing and getting more customers.
Other than that writing blogs on website helps in getting audience, thus expanding businesses
by means of digital marketing (Baltes, 2015).

Monitoring the Results- After performing all the step sit is important to note and check that
is it actually making difference in the business. Checking weather marketing strategies are
working correctly or some changes are needed for getting profit in the business (Baltes,
2015).
(ii) Steps taken to design pay per click effectively
Setting pay per click is important as it helps in internet advertisement of the business. Tools
are used to set PPC (Pinho and Soares, 2015). Various steps that are undertaken are:
Defining Goal- It is the first step to fix an objective of the company so that online marketing
plan could be designed. As identifying the goals helps in getting more traffic to the website,
so that planning campaign could be designed accordingly. As if the objective is clear,
marketing strategies keeps in boosting the sale (Dou, et. al, 2010). Proper plan is designed for
every objective.
Selecting Platform- Various platforms are available for advertisement of services such as
yahoo, Facebook, Google. These platforms need to be chosen in a proper way as
advertisement is directly proportional to sales.
Target Planning- Once the platform is decided it is important to find out the target audience.
Customers can be targeted in several ways like targeting audience according to the location or
by their type (Pinho and Soares, 2015). As Geological targeting helps in getting the
customers according to their location, whereas targeting people according to their interest
keeps in customizing the ads. The ads are designed according to the target audience.
Finding Keywords-It is a basic step, in which list of keywords are created according to the
trend. List of keywords are prepared according to the companies’ objective, help in bringing
the website in top search results (Ramos and Cota, 2010). Once the keywords are selected it

is important to monitor the keywords that are not contributing to any traffic, thus it should be
removed.
Writing Creative Text- Advertisement is the only way to promote the services of business.
Thus it should be designed in a creative and an innovative manner to get more users. It
contains certain tagline endorsing the services provided by the company (Pinho and Soares,
2015). Thus it is important to select an effective text for the advertisement to attract more
audience (Fulgoni, 2016). For ensuring that high quality has been served extension can be
added to gain the trust of customers.
Landing Pages- Landing pages are those pages which gets opened whenever users clicks the
advertisement. The landing page should look appealing to the audience so that they stay for a
longer time and explore the services offered. Thus by optimizing the landmark pages helps in
receiving more customers (Dou, et. al, 2010).
Monitoring Competitors- Benchmarking is the key strategy of marketing. In a competitive
world it is important to keep an eye on the competitors in the market (Fulgoni, 2016).
Knowing about the strategies used by the competitors, keywords used in their design as well
as knowing about the development plan helps in designing an effective plan for the
organisation.
Monitoring and Tracking- As all the products have certain keywords related to all the
products. Monitoring these keyword lists by tracking code helps in knowing which keywords
are actually profitable to the company (Dou, et. al, 2010). The keywords which are not
contributing to any profit to the company should be removed.
(iii) Steps taken to design effective online display campaign

Understanding the objective and nurturing the sale- Online advertisement is a main
source to reach large number of audience. It is a convenient method as people are available
on the internet all the time (Stokes, 2011). By online advertisement method it is possible to
reach large audience in short span of time.
Building familiar branding ads- There are many competitors in the market serving the same
kind of services (Stokes, 2011). Thus the advertisement of competitors are analysed so that
same kind of branding strategy can be used. Branding of the services includes promoting
various discount offers as well as customers benefits. This is a flexible method to increase the
marketing funnel(Tuten and Solomon, 2017).
Designing implementation- The appearance of an advertisement is of key importance, these
are designed in a way to capture customer’s attention. Selecting an innovative design pattern,
attractive tagline and picture helps in grasping more customers (Stokes, 2011).
Advertisement should be implemented in such a manner that in depict the entire story to
audience.
Using rich source of media- Once the advertisement is designed it need to be showcased on
a right source of media to attract more audience (Stokes, 2011). Publishing the advertisement
on the right source is beneficial as it helps in getting target audience.
Optimizing the campaign by testing- It is recommend to check whether the ads are
beneficial to the business or not and. So that investment could be done in the most effective
ads by removing the online display which is not profitable. So that performance could be
increased by getting more users(Tuten and Solomon, 2017).
b. Getting audience using search engine marketing

Getting customers is an easy option but making them stay for a longer period of time
is directly related to the content a website contains. Appearance just helps in getting
customers for one run, but building strong customer relation is related to the content and
description it provides(Zilincan, 2015) . Content directly indicates what services are
provided and is an optimum way to make sure the website is working correctly. And all he
keywords are relevant and correct.
c. Improving website performance via website optimisation techniques
Once the website is launched it is important to keep track of the website on regular
basis. Tracking the website on the regular basis helps in boosting the performance of the site.
Most importantly designing the website is just the first part. But maintaining the speed of
website and increasing the load capacity of the site is important. Various methods are used to
increase the traffic on the site thus to make sure website performs normally it should have
high load bearing capacity. Speed of the website can be achieved by maintaining the basic
pages in cache memory (Kim, E. and Raykhenberg, 2016). There are certain pages which are
accessed each time a customer visits the website, thus these pages are kept in cache memory
so that these pages are enabled to users within seconds. Caching boost the speed of the
website, it also reduces the response time. Thus grasps user attention and contributes for a
longer stay of customers on the website. As company has several products which means there
are large number of images on the website (Berg, 2016). Loading these images whenever a
customer request, is very time consuming process. Thus to resolve this issue compression
method is used, where large pages take more time to load is compressed to smaller images
but marinating the speed. Like if a page has great quality content and images compression is
the best web optimization techniques and helps in boosting the load time (Ryan, 2016).

Thus improving the performance of website is of key concern. Website showcases the
impression of a company globally. It displays all the products and services offered by the
company to the audience. Thus managing the traffic of the website is important but keeping
in mind that it should not affect the speed and performance of the website. Website should be
optimized in such a way that it delivers a user friendly experience to the visitors for effective
sale(Wei and Stata, 2017) . As users have the tendency to stay on the website which loads
faster and have higher results.
Apart for the external efforts provided to boost the performance of the website. It is crucial to
check the order in which the products are loaded. If the products are loaded in a correct order
it will increase the total response time of the website and will degrade the overall
performance, Thus orders should be uploaded in a correct sequence so that efficiency is
maintained. There are various websites whose major role is downloading of services thus it is
important to decrease the size of file. Another approach that can be used is CDN (Content
Delivery Network) it is a group of networks in which servers are located at different
geological locations. Each server contains the copy of the file stored on the website. So that
whenever a request is received from the user’s end, the file is searched on the closet located
server and the file is delivered from that particular server. This reduces the load on the
website by enhancing the performance (Wei and Stata, 2017) . Thus this setup impacts the
overall presentation as whenever customers’ requests for latest libraries it could be fetched
from nearest servers.
The performance of the website can be boosted up by reducing the number of
resources. This can be done by removing redundant information the websites. Even html
codes and CSS files have data that is not required are removed. Thus minimizing the
resources helps in decreasing the load time as the total amount of space increases.