Digital Marketing and Social Media: Strategies and Examples (Tesco)

This report examines the role of digital and social media marketing, particularly focusing on the strategies employed by Tesco. It begins with an introduction to digital marketing and its significance, alongside an explanation of marketing principles, the marketing mix (product, price, place, promotion, people, process, and physical evidence), and the communication mix. The report delves into the importance of digital and social media marketing for contemporary businesses, highlighting their benefits such as increased traffic and cost-effectiveness. Part 2 of the report provides two examples of effective social media content used by Tesco, including image and video promotions, and analyzes successful campaigns like "Price that takes you back" and "More Connected" using the RACE model. The report concludes by emphasizing the effectiveness of social media content in building brand awareness and offering customer convenience.