Digital Marketing Communication Strategy Effectiveness: Tesco & Shell

This report provides an analysis of digital marketing communication strategies, focusing on two prominent brands: Shell and Tesco. It reviews digital marketing examples from both companies, explaining how these contribute to their respective communication strategies as part of the promotional aspect of the marketing mix. The analysis covers target customers, goals, messaging, media methods, and monitoring effectiveness for each brand. The report also discusses the role of promotional and marketing mixes in creating brand awareness. By utilizing social media measures such as awareness, followers, responses, reach, and media effectiveness, the report ranks the examples in order of effectiveness. The conclusion emphasizes the importance of selecting the right digital marketing platform to enhance brand awareness and promote products or services, referencing various academic sources to support its findings. Desklib offers a wealth of similar solved assignments and resources for students.

Structurer of
Use Of Digital Marketing In A Specific
Communications Strategy
Name:
ID:

Contents-As2
1. Introduction
2. Review the digital marketing examples .
3. Explain using literature how they contribute to the communications strategy for the respective organisations, as part
of the promotional aspect of the marketing mix.
a. Example 1
b. Example 2
c. Promotional and marketing mix
4. Effectiveness and rank the examples in order of effectiveness, utilising the social media measures
5. Conclusions
6. References

INTRODUCTION AND DM
• It is a presentation which outlines the digital marketing strategy and communication strategy in respect of
promotional mix and marketing mix.
• Digital Marketing is a tool through which Organisation can use in order to promote and advertise the products and
services by using several online channels.
• It is a measurable form, of marketing that can help in tracking the success of campaign or advertisement. Through
digital Marketing company can determine whether there marketing strategy is actually working.

WHAT IS DIGITAL MARKETING
STRATEGY?
• It is a strategy which is formulated in order to achieve the marketing goals of Business.
The goals can be achieved by developing and executing the digital marketing campaigns
that helps in attracting maximum number of audience.
• Digital Marketing Strategy can be said as blueprint or master plan through which
Companies can achieve their long term goals.
• Through strategy organisations gets a direction and guidance of a path which they have to
follow in order to accomplish their target.
• There are various digital marketing strategies which helps in attracting new customer and
building strong relations with them they are search marketing, social media marketing,
conversion rate optimization and email marketing.

DIGITAL COMMUNICATION STRATEGY
• It is a medium through which companies can connect with audiences by using different online platforms and provide information
by communicating through banner ads, publishing advertising ads and sending emails.
 Target Customers- It is necessary for the Firm to identify and select the target customer to whom they want to offer the
products and services.
 The Goals -The main goal of Company is to increase the market value by attracting maximum number of people towards
the product and services.
 Message- It is important for the Organisations to provide clear and simple message to customer so that they can easily avail
the information and enjoy their products and services.
 Media Methods- There are various types of media methods which can be used by Companies in order to interact and
communicate with people.
 Monitoring And Control The Effectiveness- The Organisation also focuses on monitoring and controlling the
effectiveness of strategy by measuring and tracking the performance.

REVIEW THE DIGITAL MARKETING EXAMPLES .
Brand 1- “Shell Facebook Profile UK”
Shell is one of the recognised and reputed brand that deals in LNG, natural gas, petroleum, Lubricants and Petrochemicals
products. It is a public limited company which was founded in 1907.
Brand 2- “Tesco YouTube Profile UK”
Tesco is a successful brand in UK that has a global presence and provide varieties of products and services to customers.
The Company has its YouTube channel that has 144 thousand subscribers.

EXAMPLE 1 -
 Target Customers- Shell mainly target their customers on the basis of geographic segmentation, as an oil
industry there products and services are demanded by the customer everywhere.
 The Goals – The main goal of Shell is to engage profitably, efficiently and responsibly in chemicals, gas and
oil businesses, they also focuses on meeting the demand of customers so that they can build strong and
healthy relationship with people.
 Message- The Message provided by the shell is related to Oil and gas in order to attract more and more
customer and investors.
 Media Methods- The Media Method which is used by Shell is Facebook as it contains large number of active
users.
 Monitoring And Control The Effectiveness- Shell focuses on monitoring and controlling the effectiveness
of brand by measuring the performance on Facebook and identify the interest level of users in Company
Profile.

EXAMPLE 2 -
 Target Customers-The target customer of Tesco is middle income people with Young Children. Tesco
provide goods and services to their customer at affordable price which attracts more and more customer
towards the brand.
 The Goals -The Goal of Company is to provide products and services at affordable price without reducing its
quality so that they can improve the customer experience.
 Message- Tesco provide clear and genuine message to their customer by using its YouTube Channel so that
they can capture large number of people.
 Media Methods- The Media Method which is used by Tesco is YouTube, it is an effective method which
provide information to customer by video or infographic content.
 Monitoring And Control The Effectiveness- Tesco monitor and control the effectiveness of its performance
by identifying the total number of views they get on video content.

PROMOTIONAL AND MARKETING
MIX
• Promotional and Marketing mix are the two different concept that helps in promoting the brand in Market by using
various online tactics. Promotional Mix helps increasing the brand awareness by using different types of
promotional mix activities that boost the sale and profitability of business.
• It is a platform that creates communication opportunity between the Organization and customer. Promotional mix
includes various elements such as sales promotion, publicity, public relation and advertisement.
• Marketing Mix is a medium through which company can understand the products and services which they are
going to offer to their target customer. There are different types of Marketing mix they are products, place, price
and promotion.
• Tesco and Shell uses promotional and marketing mix in order to create awareness among customer regarding the
products and services.

EFFECTIVENESS AND RANK THE EXAMPLES IN ORDER OF EFFECTIVENESS, UTILISING THE
SOCIAL MEDIA MEASURES -
BRAND 1
1. Awareness- Shell created an awareness by
providing detail information of its oil and chemical
products to customer.
2. Followers- 9602031 active users
3. Responses and Feedback- The Brand gained
positive feedback and responses from customer.
4. Reach- They reach to maximum number of
customer on Facebook as it is a largest social media
platforms which includes wide range of active users.
5. Effectiveness of chosen media- The Company
focuses on creating interesting content that can
attract maximum people to visit the company profile
on Facebook.
BRAND 2
1. Awareness- Tesco has created an awareness of its products
and services on YouTube.
2. Followers- 144 thousand subscribers
3. Responses and Feedback- Tesco is a renowned brand
which attracts customers by providing products and services
at affordable price due to which they gained positive
responses from people.
4. Reach- The Brand is able to reach to maximum number of
customers by providing visual content and infographic
content on YouTube.
5. Effectiveness of chosen media- The YouTube Channel Of
Tesco helps in increasing the sale and productivity of
business by providing information to customer related to
products and services.

CONCLUSION
• From the above information it is being concluded that companies uses different types of digital marketing
strategies in order to enhance their brand awareness and promote products or services in Market.
• It is important for the Organisation to understand the right and suitable digital marketing platform that helps in
increasing the growth and profitability of business.

REFERENCES USED
• Drivas, I. C., Sakas, D. P. and Reklitis, P., 2017, September. Improving Website Usability and Traffic Based on
Users Perceptions and Suggestions––A User-Centered Digital Marketing Approach. In International Conference on
Strategic Innovative Marketing (pp. 255-266). Springer, Cham.
• Frausto-da-Silva, T., Grilo, A. and Cruz-Machado, V., 2015. Selection of Digital Marketing Channels: Application
of Modern Portfolio Theory. In Industrial Engineering, Management Science and Applications 2015 (pp. 585-597).
Springer, Berlin, Heidelberg.
• Gupta, S. and Chokshi, S., 2020, April. Digital Marketing Effectiveness Using Incrementality. In International
Conference on Advances in Computing and Data Sciences(pp. 66-75). Springer, Singapore.
• Levin, R. P., 2017. Commentary: Online Reviews and Other Digital Marketing Strategies. Journal of
periodontology. 88(2). pp.135-136.