This report examines the role of digital marketing within a comprehensive communication strategy, focusing on the case of TESCO, a multinational merchandise retailer. It defines digital marketing as advertising delivered through digital channels and explores its integration within the communication mix, which encompasses various tools for communicating with potential customers, including advertising, social media, and direct marketing. The report highlights the advantages and disadvantages of digital marketing, noting its potential for broad reach and cost-effectiveness, and exemplifies how TESCO has successfully shifted its operations online, especially during the pandemic. The conclusion emphasizes the significance of digital marketing in today's competitive landscape and the importance of a strong communication mix for building customer relationships. The document is available on Desklib, a platform providing study tools for students.
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