The Role of Digital & Social Media Marketing: A Tesco Strategy Report

This report examines the role of digital marketing and social media marketing, focusing on Tesco's strategies. It defines marketing, discusses the marketing mix and communication mix, and explains digital and social media marketing. The report highlights the significance of these strategies for contemporary businesses, providing examples of successful social media content used by Tesco. It also references digital marketing models and standards, explaining the effectiveness of social media content in enhancing brand awareness, customer engagement, and overall sustainability. This student contributed assignment is available on Desklib, a platform that provides a range of study tools for students.

ROLE OF DIGITAL
MARKETING AND
SOCIAL MEDIA
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
Explain the term marketing.........................................................................................................1
Discuss marketing mix and where communication mix fits ......................................................2
Explain digital marketing............................................................................................................3
Discuss social media marketing .................................................................................................3
An explanation of why digital marketing and social media marketing significant to
contemporary business................................................................................................................4
PART 2............................................................................................................................................4
Two examples of social media content that work.......................................................................4
Screenshot of effective campaign with reference to Models and standards for digital
marketing.....................................................................................................................................5
Explain why social media content is effective............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing refers to a technical component of the marketing that includes the high
usage of the internet and also technologies related to online medium like mobile, computer etc.
that is helpful to promote the goods and services and creating awareness related to the offerings.
It reflects a form of promotional tool that is used by the businesses to advertise their offerings
and also spreading awareness so that brand image of to be developed with the help of websites,
social media, email and many others. In this content marketing is very effective because it will
includes the more clarity that will helpful to gain the competitive advantage within the
marketplace. This report is based on the Tesco that is a leading supermarket company within
UK. It includes the marketing, digital marketing, marketing mix, social media and also
importance of digital marketing with social marketing. Further it involves two examples of social
media content. At last it explains models and standards for digital marketing and why content of
social media is effective(Heinze and et. al., 2020) .
MAIN BODY
PART 1
Explain the term marketing
The term marketing is very essential for every business. According to CIM ' marketing
refers to an activity that is useful for recognising and meeting the needs of customers for
enhancing the profit margin in effective manner. Marketing defines as a management process
that is helpful to meet the needs of customers by fulfilling the objectives of organisation that is
earning higher profits and revenues. Presently in market there is high competition is to be
available and to gain competitive advantage companies working for fulfilling their needs in
appropriate manner(Hanlon, 2020) .
Marketing refers to the process of enhancing communication, delivery of offerings,
values to customers and also the society on the high extent. It includes the process related to
research, selling, promoting of the goods and services so that large number of buyers are to be
attracted and due to this company will gain high results in terms of profits and revenues. The
major aim of the marketing is to fulfil the demands of the customers by focusing the interest and
trends of the market. IN case of Tesco, marketing is very effective in gaining the high
1

competitive advantage within the current market situation so that firm will sustain for a longer
period of time.
Discuss marketing mix and where communication mix fits
Marketing mix refers to the process which includes the core seven elements that is very
effective for gaining the higher profits and sustainability. In this communication mix reflects that
tool that is used by the organisation for communicated to their customers and also make effective
relations by creating awareness related to the products and services. In case of the Tesco, this
marketing mix is to be reflected below:
 Product- Tesco offers the several types of products to their customers that are clothing,
home wares, food and groceries in the market. With their effective range of the products
and services company can covers the wide market segments from the low extent to the
high extent by selling their goods and services to their customers at one roof(Opresnik,
2018) .
 Price- In this Tesco can focus on selling their product offering to their customers by
using the competitive pricing model that can helps in gaining the high edge within the
marketplace. This helps in attracting the large number of people and also influence the
potential customers towards the company for buying the goods and services.
 Place- Tesco is the company that deals in the global market and attracts the large base of
customers in the international and national market majorly in Europe, Asia. The brick and
motor presence of the company is quite high as they have 3400 stores within the UK.
Organisation also have their online presence so that they can attracts the number of
buyers for gaining more profits(Sheth, 2018) .
 Promotion- IN this aspect Tesco can focus on the digital marketing and advertising
method for promoting their products and services. In this social media is a prominent
term that is very useful to connect with the customers in efficient manner. It is very
helpful for enhancing the profits and market share because on social media customer
pitfall is very high. This factor is highly linked with the communication mix because it is
the best tool for communicating the specifications and listening the customers issues
effectively.
 People- IN this Tesco having an effective team in their stores that will manage the
several functions and activities in an appropriate manner. The company having a
2

effective team of management that can manage the customer issues, requirements
effectively and in this employees are also getting proper training to connect with
customers so that sales and profits is to be increased(Heggde and Shainesh, 2018) .
 Process- In this Tesco can adopts the online and offline process to sell and promote their
goods and services to the large number of buyers. In their online process they can
effectively solve the customers issues frequently that will helpful to connect the buyers
with the organisation for a longer time frame.
 Physical evidence- In this Tesco can highly recognisable for their services and products
that they offered to their customers and also their packaging of the products and services
are to be effectively shown as a physical evidence in front of the customers in a
prominent manner.
Explain digital marketing
Digital marketing refers to the process that is highly taking into consideration with the
use of internet and several types of devises that are mobile phones, computers etc. It can be done
by including the several concept that are SEO, SEM, content marketing etc.
Digital marketing defines as a prominent term that reflects the automation in the world
with the consideration of the internet and computers so that large number of the people are
connected and also their needs and requirements are to be satisfied.
For instance- Tesco is a company that can use the digital marketing for gaining the higher
attractions of the customers in the international level as a marketing medium that can helpful to
maximising the profits and revenues by improving the relations at the global level in a short
period of time(Parsons and Lepkowska-White, 2018) .
Discuss social media marketing
Social media marketing refers to the process that reflects as a mediator for promoting the
brand and creating awareness within the marketplace so that sales can be enhanced in effective
manner. It includes the several social media platform such as Instagram, Facebook, You tube etc.
by using these application social media is highly successful and also attracts the number of
people within global level for maximising profits.
Social media is highly related to internet marketing that adopts the use of social tools
with the support of social media users organisations can build the brand image and also the base
of the customers(Sharma and Verma, 2018) .
3

For example- In case of Tesco, firm will mainly active on the social media for marketing
and in this they can majorly emphasis on the Facebook, You tube. This tool is very effective for
increasing the customer base and also helpful to recall the value of the brand in the customer
perception.
An explanation of why digital marketing and social media marketing significant to
contemporary business
Importance of digital marketing
 Tesco can enhance their global presence with the use of digital marketing.
 Due to the effective use of digital marketing company cost is to be saved and also attrcats
the large base of customers.
 With the high usage of this tool Tesco can interact with customer so that brand awareness
is to be improved(Buratti, Parola and Satta, 2018) .
 Tesco can also track the significance of the marketing program so that effective plan is to
be implemented.
Importance of Social media marketing
 In case of Tesco social media marketing is very useful to calculate the ranking related to
SEO.
 Is is very useful to create the brand loyalty and also gains the competitive advantage so
that firm will sustain to long time period.
 It is also beneficial to make a strong connection with customers in all over the world.
It is to be examined that by using these tools within the company helps at the time of
launching the new product and services by effectively understand the trends in the market.
PART 2
Two examples of social media content that work
It includes the several examples of the social media content that are highly effective to
capture the wide range of audience so that high sales and probability is to be enhanced. Some
content of social media is to be shown below:
 Social networks- In this content several applications are to be included that are
Facebook, Instagram, Twitter, You tube etc. These tools are to be used by the Tesco so
that brand image is to be increased. In this platform companies can effectively targets the
4

customers so that they can converted into potential customers. In recent time internet and
social media is a boom for the Tesco to develops the social networks for creating
awareness related to the products(Saura, Palos-Sanchez and Correia, 2019) .
 Media sharing networks- This type of platform is very useful to gain the prominent
information in context of pictures, audio, videos etc that are relevant to organisation.
Tesco can adopt this business enterprise for gaining the high information related to
customers and trends. This is very useful to developing the high relation with the people
and also retain with the company for a longer period of time. Using of social media tool
is very effective for gaining the high customer base and it is effective for gaining the
competitive advantage within marketplace.
Screenshot of effective campaign with reference to Models and standards for digital marketing
A campaign is that which helps in enhancing the potential and also attractiveness in the
company. There are several types of campaigns that is adopted by the organisation on online and
social media platform so that customers engagement is to be maximised. It is a tool that is
helpful to attracts the number of customers and also develops the relations with customers by
taking follow ups. Some of the campaigns are to be reflected below:
 Tesco- In this Tesco company can highly emphasis on enhancing their customer base and
profits and due to this they believe not only the market analysts but also focus on their
professionals so that they can effectively connect with the people in simplest manner. It is
a strategy that is useful to enhance the sales and profits so that firm will sustained for a
longer period of time.
5

 Audi- In this digital marketing campaign Audi can highly focus on launching their first
of its kind competition that is #catchtheunseen in which people were challenged to take
the pictures on Instagram firstly further than anyone else. In this they can take the help of
microsite that can show the most Instagram snaps. The major motive of this campaign is
to help the people to explore the unexplored places.
6

Explain why social media content is effective
Social media content is more effective as it reflects the impressive content that can add
the values to the stakeholders. IN this company can be easily communicate with their target
market and also enhances the relevance. It enhance the sustainability of the organisation because
in this they can share their experiences with the larger audience so that their sales and profits are
to be increased. It includes the several reason that can reflect the effectiveness of social media
which shown below:
 As customers are to be used to towards the use of the social media and due to this they
can accept the change and modification with perfection. This will helps the firm to
enhance their productivity and proficiency by displaying the information related to the
products and services to the people so that large number of customers are to be attracted.
 Due to the high usage of the social media tool customers feel very convenient for
shopping because due to this they can shop according to their mood and time. It is also
effective for the company to gain the high profits(Hanlon, 2019).
 The another effectiveness of the social media is to provide the high level of satisfaction
to the customers and also the company. Because due to this customers can share their
issues related to company company products and also get high knowledge about the
offerings and after feeling satisfied purchased the goods. This is effective for firm to
enhance the brand image in market.
 Loyalty is the another effective of social media because due to this information related to
the offerings can be deliver to the people and also making the high connection with the
company to people so that they become loyal to the organisation.
 Reducing cost is the another effectiveness of social media tool because due to the high
use of this tool company can connect with the larger audience at a small period of time
and it also includes the low cost.
 In enhances the brand recognition that can set the opportunities and also visibility of
the brand in the customer mind. Due to social media voice of the business can transfer to
audience that will increase the people engagement in the firm.
 In this company can easily measurable their sales and brand image with the usage of the
several application on social media that are Facebook, Instagram etc. in which customers
7

likes, shares and subscribe is very essential and measurable to gain competitive
advantage(Buratti, Parola and Satta, 2018).
CONCLUSION
By above analysis it is concluded that digital marketing is very significant term that can
helpful to generate the high customer base and brand image in the marketplace. Social media is
very helpful for capturing the attention of the customers and enhancing the customer base as per
the customers needs and wants. It will also develops the brand value of the company.
8

REFERENCES
Books and Journals
Buratti, N., Parola, F. and Satta, G., 2018. Insights on the adoption of social media marketing in
B2B services. The TQM Journal.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Hanlon, A., 2020. Ethics in Digital Marketing and Social Media. The SAGE Handbook of
Marketing Ethics, p.424.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: emerging concepts and
applications. Springer.
Heinze, A. and et. al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Sharma, S. and Verma, H.V., 2018. Social media marketing: Evolution and change. In Social
Media Marketing (pp. 19-36). Palgrave Macmillan, Singapore.
Sheth, J.N., 2018. How social media will impact marketing media. In Social media
marketing (pp. 3-18). Palgrave Macmillan, Singapore.
9