BMP3006: Digital Marketing Assessment - Tesco's Social Media Impact

This report analyzes Tesco's digital marketing strategies, focusing on the role of digital and social media marketing. It begins with an introduction to the concepts of marketing, the marketing mix (including the 7 Ps), digital marketing, and social media marketing, emphasizing their importance to contemporary businesses. The report then delves into a case study of Tesco, examining its product offerings, pricing strategies, distribution channels, promotional activities, processes, and customer service. Part 2 provides two examples of effective social media content (video and image content) and explains their effectiveness. The report also includes screenshots of successful campaigns, referencing digital marketing models. Finally, it discusses why social media content is so effective, highlighting consumer control, convenience, customer satisfaction, loyalty, cost reduction, and brand building. The report concludes by summarizing the key findings and insights from the analysis of Tesco's digital marketing efforts.

0
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:

1
Contents
Introduction 1
Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why digital marketing and social media
marketing are important to contemporary businessesp
Part 2 p-p
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p
Why social media content is effective? p
Conclusion p
References p

2
Introduction
Social media are interactive technologies that enable people to generate and exchange
information, ideas, professional interests, and other forms of expression via virtual communities
and networks. Digital marketing refers to any marketing plan that is carried out using electronic
equipment. This covers online marketing activities. To reach customers, a company's digital
marketing plan may involve employing websites, search engines, blogs, social media, video,
email, and other ways.the organization that was selected for this project is Tesco. In the year
1919 it was established by jack cohen. It has their headquarter in Welwym, London. It deals in
retailing industry. The project is divided into two parts. In part one definition of following terms
are give along with example. Such as marketing, social media, digital marketing, marketing mix
are also explain in this in brief. In part second two example of social media content are explain
and how social medial content is effective it is also explain.
Part 1
Explanation of marketing
Marketing consider various elements such as set of institutions, activities as well as covers
processes for developing, communicating, transferring and exchanging offerings which tends to
have value to clients, society, consumers, partners, audience at large. As business success is
totally depends to marketing with out this it is not possible to business entity to make their
product and services popular and improve their sales and revenues. To achieve the targets it is
very important to business to do marketing . for this different tools are used by marketers to serve
the purpose.
Marketing Research is the operating activity ,through information that tends to connect
following people such as customers, consumers , audience to the marketers. It include awareness
in the market and with the help of information tends to be identify various marketing
opportunities & issues. In this various task can be perform to generate , refine,analyse and
evaluate actions of marketing. After that marketing performance are tends to be monitor. At last
improves marketing understanding as per the process. In other words Marketing research defines
the information needed to solve these challenges, creates the technique for gathering information,
controls and performs the process of data collection, resultstends to be analyses, and conveys the
findings and along with their existing consequences.
An explanation of what the marketing mix is and where the
communications mix fits
Marketing Mix is consider as set of tactics which organization implement to create brand
awareness and promotion in the competitive market place. Marketing mix activity concentrates
to seven major elements product, price, place, promotion, people, physical evidence, process
such as these are discuss as follows in context to organization.

3
Tesco 7 P’s
Product: Tesco deals in huge product related to stationary, food, cosmetic, clothing, footwear,
groceries etc. It tends to meet every requirement of customers. Also it has their own products in
their supermarket.
Price: tesco follow cost leadership strategy of pricing. As it offer their audience, products with
low cost and good quality. Tesco takes use of economies of scale and collaborates it with its
suppliers to increase efficiency of supply chain and decrease price.
Place: Tesco provide large variety of items and services to audience of different area and country
because it has their multiple stores in various different locations of the country. They offer
products by using mode the modes such as online and offline.
Promotion: to reach out endusers and to increase their customer base tesco use use various tools
such advertisement on social media, television, radios, newpaper, magazines for marketing so
that products become popular among audience. It tends to create goodwill which results as high
productivity and sale. Tesco also make available in their stores so many offers, discounts and
coupons which attracts audience towards their stores.
Process: A business process is a set of activities that are performed in a consistent manner to
complete a specific task, such as processing a customer's order. Customers in Tesco's

4
supermarkets pick up their purchases and pay with customer service representatives. They can
also make payments using self-service machines.
People: Tesco employs around 420,000 people. Tesco employs a large number of customer
service representatives who are critical to the company's success. Tesco spends a lot of money as
well as time on employee training and development, so their employees are usually competent.
Physical evidence: It involves various tangible items for example aprons, , brochures, furnitures,
letterhead, reports, business cards, signage, & equipment. Tesco has attractive logo. website of
the organisation is also looks fantastic and it is very simple to operate as well.
An explanation of digital marketing
Any type of marketing that makes use of electronic gadgets to deliver promotional messages and
track their effectiveness. Digital marketing refers to marketing initiatives that display tablet,
phones, computers and many other devices . It can come in a variety of formats, such as internet
video, social network updates and adverts displays . Traditional marketing methods such as ,
billboards, advertisement on magazine and direct mail are frequently contrasted to digital
marketing. Few examples of it are E mail marketing, content marketing, social media marketing,
search engine marketing, digital advertising etc. As to create awareness and to boost up their sales
tesco use social media campaigns and mobile marketing.
An explanation of social media marketing
The phrase "social media" refers to a variety of applications and websites that allow users
to engage in a variety of social activities. Twitter, for example, is a social networking platform
that allows users to communicate brief messages and media links with others. Meanwhile,
Facebook is a full-fledged social networking site that leads to allows users to share events,
images , photos etc. various examples of social media platform are Snapchat, twitter, instagram ,
faceook, linkedin. Tesco to make promotion use the platform of FB and instagrams .
An explanation of why digital marketing and social media marketing
are important to contemporary businesses
Contemporary business are such business that are present at the current time few examples are
nestle, morrisons, Asda, etc. As there are large number of contemporary business are available in
the business environment. Thus there is existence of tough competition among different business
entities. To take competitive advantage and for survival, organizations use different tools of
social and digital media to do marketing. Social media marketings helps to make brand products
popular as in the modern era large part of audience are connected to social media like Facebooks,
whatsapp, Insta, linked it etc so it is simple to advertise in such platforms. It is most beneficial
tool to success. To increase their sales and revenues Tesco use this option. As the world is so
much advanced and digitalized so the contemporary organization provide the audience facility of

5
both online shopping it tends to save the time of both customers as well as to companies. Online
payment facility are eliminate the issue of cash lost. Digitalisation make the people cashless and
give them security.

6
Part 2
Two examples of social media contents that really work and
justification of why they work
1. Video content Digital videos will account for 82 percent of all web traffic by 2020. That
means if you don't share video content on your channels, you're missing out on reach and
engagement. As there are so may option that are available for video content such as
IGTV, Snapchat, Youtube , Tik tyok, live videos, stories on Insta and Face book. Video
and mobile are inextricably linked. 90% of customers view videos on their mobile devices.
Every year, according to YouTube, mobile video consumption increases by 100%.
Because people like to view videos on the move, and the number of smartphone users
continues to rise, your video audience will continue to expand
2. Images content- Attractive images tends to increase engagement. Images as well as
pictures are most easiest content to create. As stunning pictures can be taken from mobiles
or cameras. Images look great on all platforms, but Instagram and Pinterest are by far the
most photo-friendly. Alternatives include Twitter, FB, Snapchat and linked in.
Incorporating a picture into a blog article may also boost engagement and clicks. Tesco
use this tool to promote their product on FB because this social media platform is use by
large number of people. As it deals in large products such as books, groceries, toyes,
clothing, etc.

7
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
With the number of internet users rapidly increasing throughout the world, any company that
wants to stay competitive must have a complete digital marketing strategy. If enterprenuer don't
have an online presence, you're missing out on a chance to show off your company to the
world.The majority of digital marketing tools are either free or inexpensive. Even if enterprenuer
operate a tiny business, these platforms may help you expand your reach and raise brand
awareness.

8
Live-streaming is an excellent approach to connect with your consumers and engage them
on a more personal level. For example, live videos may be used to answer queries, present new
items, and explain how your goods function, among other things. Facebook Live is a powerful
tool for improving interaction on your social media sites since it quickly reaches millions of
people. Facebook Live is a free service that allows you to broadcast live videos to your
followers.
Why social media content is effective?
Social media is an effective marketing communications platform that can really
help your brand get noticed. In various ways it is most effective such as –
Consumer in control- Every time Tesco engage clients on social media with useful and
relevant material, you have a chance to advance them along the customer journey. Having a
strong social media presence allows you to reach out and engage in good conversations, each
one building on the last. Even if your click-through rates are low, social media expands the
amount of ways Tesco may reach out and target new clients.
Convinience- It enables for cost-effective, rapid, and interactive brand advertising. Social
media marketing is the most effective way to learn about your readers' perspectives so that
you can make your business more consumer-friendly.
Satisfaction- By using the tool social media Tesco give answer to customers question and
their executives try to sought the issues it tends to develop customers relations and in this
way it provide satisfaction to their customers.

9
Loyalty- as customers problems are address on time with the help of analyzing the problems
with the tools of social media. It leads to develop believe of customers on the brand.
Reduced cost- Brands may be extremely targeted in their marketing messaging via social
media. tesco may tailor their ads to only the demographics you wish to reach using
advanced targeting choices. It's also simple to track campaign success rates and alter
campaign targeting in real time. As a result of followers' comments, you get instantaneous
qualitative feedback on your campaign. This knowledge is quite beneficial. Effective social
media campaigns may help to get more bang for your money, save time, and offer the metrics
you need to verify your marketing investment is paying off.
Build a brand- Every opportunity to raise brand recognition is critical. Social media is just
another way to get your message out to a larger audience. It's an excellent approach to reach
out to and engage new or prospective customers while also staying in touch with and getting
to know current customers and other stakeholders.
Measureable- To mitigate the potential for duplication of users, track growth rate as a
percentage of the aggregate totals. This is one of the most essential metrics since it indicates
how many people were interested enough in what you had to say to take action.
Conclusion
There are many digital marketing tools other than the ones mentioned on this list. The best
way of choosing the right tool is by focusing on the ones that work well with your
company structure and match your business objectives. That said, the options mentioned
above are an excellent starting point.

1
0
References
Books and Journal
McGruer, D., 2020. Dynamic digital marketing: master the world of online and social media marketing to grow your business. John
Wiley & Sons.
Warmayana, I.G.A.K., 2018. Pemanfaatan digital marketing dalam promosi pariwisata pada era industri 4.0. Pariwisata Budaya:
Jurnal Ilmiah Agama Dan Budaya, 3(2), pp.81-92.
Buchanan, L., Kelly, B., Yeatman, H. and Kariippanon, K., 2018. The effects of digital marketing of unhealthy commodities on young
people: a systematic review. Nutrients, 10(2), p.148.
Vapiwala, F., 2020. Digital Marketing-A Saviour for Businesses in Times of a Pandemic. International Journal of Research in
Engineering, Science and Management, 3(9), pp.159-161.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Koeswandi, T.A., Fauziyah, A. and Nurfitriya, M., Digital Marketing Design to Increase Tourism Visit and Maintain the City
Image. The International Journal of Business Review (The Jobs Review), 3(1), pp.11-14.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and applications. Springer.
Suh, T. and Chow, T.E., 2021. Developing a digital marketing tool for ethnic ventures' mixed business model and market-shaping: A
design scientific approach of web demographics. Industrial Marketing Management, 93, pp.10-21.