Digital Marketing Report: Tesco's Strategies, Analysis, and Plan

This report examines the digital marketing landscape, comparing online and offline marketing concepts, and analyzing key consumer trends driving growth. It explores the opportunities and challenges within digital marketing, including the use of digital tools and hardware. The report includes a case study of Tesco, analyzing its digital marketing plan, the evolution of marketing channels, and the development of e-commerce platforms. It also covers the implementation of an Omni-channel approach and evaluates performance metrics, providing recommendations for improvement. The report concludes with a summary of key findings and a list of references.

DIGITAL MARKETING

Contents
Introduction......................................................................................................................................3
LO 1.................................................................................................................................................4
P1 Overview of the digital marketing landscape and compare online and offline marketing
concepts.......................................................................................................................................4
P 2 Determine and analyze the key consumer trends and insights that are fuelling the growth
of digital marketing......................................................................................................................5
M 1 Evaluate the opportunities and challenges facing the digital marketing landscape.............6
LO 2.................................................................................................................................................6
P 3 Key digital tools and hardware that are available to marketers in contrast to ‘bricks and
mortar’ and other physical channels............................................................................................6
M 2 Analyze the use of appropriate digital tools, both hardware and software, to use in a
specific organization context to meet their marketing requirements...........................................7
P4- Development of ecommerce and digital marketing Platforms and generals in comparison
to physical channels.....................................................................................................................7
LO3..................................................................................................................................................9
P5 Digital marketing plan for Tesco............................................................................................9
P6- How Omani channels of marketing has evolved.................................................................11
M3- tools and techniques to plan end to end Omni channel......................................................11
LO4................................................................................................................................................12
P7- Measurement performance metrics in digital marketing....................................................12
P8- Action to improve the performance in digital marketing....................................................12

M4- Key digital measurement techniques.................................................................................13
Conclusion.....................................................................................................................................13
REFERENCES..............................................................................................................................14
Introduction
Digital marketing is also in form of marketing of product and services that involve
electronic devices and tools. it is a new trend that is helping brands to expand their business

digitally and attracting customers effectively. Digital marketing and conclude E- marketing,
Google ads, social media platforms etc.
This report will cover case study of Tesco which is an British multinational retail
company we’re selling varieties of product to their customers (Kotane, Znotina, and Hushko.,
2019). It is third largest retailer organisation in all over the world on the basis of revenue
generated by them.
This Report will demonstrate an understanding of challenges, opportunities an impact of
digital environment. it will also examine key digital tools, platform and channels comparing and
constructing bricks and mortar and physical channel’s The report will also include marketing
campaign and in the end of this report will evaluate methods of monitoring and measuring digital
marketing campaign.
LO 1
P1 Overview of the digital marketing landscape and compare online and offline marketing
concepts.
The landscape of digital marketing is considered to be a place on an electronic platform
through which consumers can avail the options of buying goods and engage with content. With
the help of this platform they are able to promote their brand all over the world through the
platforms that have access. Other than this it also allows them to communicate with them on a
personal level. There are many differences between online and offline channel of marketing.
Online as the name suggests is the platform where goods are bought and sold online such as
email, social media etc. the focus of this marketing is more on content. They tend to work with a
platform that does not belong solely to them such as third party platforms of media, email etc.
buyers on this platform are not visible. But the benefit of this platform is that they have less
people to manage through which they are able to increase their level of profits. They do not have
to go elsewhere as they can meet their prospective clients at one place. On the other hand the
channel of offline marketing sells goods through different medium such as ads in newspapers,
telemarketing etc. Marketing offline needs to communicate with their customer and for that they
take the help of their staff. Although the cost of marketing is high as compared to online

channels that is because their prospective clients are scattered. There are barriers in this field of
marketing which makes it mandatory for them to deal directly with the customers. Also the
people that are required to operate channels of marketing such as these are large. This aspect can
be clearly seen by buyers of the prospect for the business (Saura, Palos-Sánchez and Cerdá
Suárez, 2017).
P 2 Determine and analyze the key consumer trends and insights that are fuelling the growth of
digital marketing.
Technology-
This is one of the reasons through which the sector of digital marketing is able to achieve
growth. The feature of chat bots was launched with the programming of artificial intelligence.
This has helped companies to provide tools for this through which customer can contact them
easily and get a quick response. Although the questions are basic so if the question of the
customer is technical bots will not be able to answer it. Many of the customers have been
successful in increasing the level of customer service. They have been able to take the use of
slack through bots are able to perform in a better way.
Storytelling-
This is in the nature of humans to get attracted to stories and that is the reason why many
of the companies such as Tesco have to create content in such a way. It is necessary for the
content to be in a shape which does not bore out the customers so that their focus solely remains
on the brand. This has been a successful aspect for the brand as many of the social media
platforms are full on traffic and they are able to generate more people through that. This makes
the experience of customers better in the segment of engagement with them. The more
transparent the company remains with their customers more they will be able to increase the
level of trust.
Interactive Content-
Many of the companies use the aspect of content so that they are able to get more leads
and if Tesco is able to successfully get this then they will be able to use the content marketing to

an extent. They have the option of enrolling them such as content for leadership or to make it
more entertaining by putting quiz, polls and videos as a part of marketing.
Mobile digital Marketing-
This aspect has become clearly necessary for the company because with the help of this
they can send texts to promote their brand to the concerned people. The text would be able to
describe the level of effectiveness so that they customers select them over their competitors.
M 1 Evaluate the opportunities and challenges facing the digital marketing landscape.
Live streaming-
The social media allows customers to go live with their belongings. Companies use it for
digital marketing so that they can promote their brand. But it is necessary to consult with experts
before taking such an action as this can lead to failure over minor things such as not meeting
with the expectations of people.
Attention spans-
There are many distractions for the people nowadays which are why they keep on
changing their focus. In order to keep them interested they would have to use interesting slangs
and phrases that are catchy.
LO 2
P 3 Key digital tools and hardware that are available to marketers in contrast to ‘bricks and
mortar’ and other physical channels.
Buy online and pick up from store-
This gives the retail owners and other form of business the benefit because it is
convenient for the customer to pay for the product after they have seen them. This increase
difficulty for them as they have to prepare their staff so that the customers visiting the store
would be able to buy out more things. This will generate more revenues for the business. They
would face difficulty in stock required but it will increase the experience for the customers (De
Pelsmacker, Van Tilburg and Holthof, 2018).

Integrate online and offline channels-
It is necessary for the companies such as Tesco to keep their focus on maintaining their
inventory for the website and for the retail outlet. It is important that the process must not be
flexible for the customers.
Over communicate with customers-
When the customer orders something it is important that retailers send them confirmation
on an immediate basis with all the required details. This way they will know when the order is
ready to be picked up.
Email Marketing-
This method has helped many of the companies to get up to 44 per cent return. Retailers
have insight that states that the method of email marketing would be helpful for them. They have
many options such as Mail Chimp through which they can make their content look more
professional. This will help them to get more people to subscribe their page.
Announce free gifts-
With the help of this strategy they can impress customer and retain them for their next
purchase. When the customers buy through in store method then they will be given a gift or give
away. The purpose of this aspect is to make changes and generate more traffic so that they get
more customers to deal with physically.
Nearby events-
Companies such as Tesco have stores in different location and when sending the mails to
their prospective clients they need to mention the concerned location so that nearby events can
be seen to them (Chaffey and Smith, 2017).

M 2 Analyze the use of appropriate digital tools, both hardware and software, to use in a specific
organization context to meet their marketing requirements.
There are different tools available to a business such as social media, marketing on email,
testing their website so that right form of analytics can be achieved. Other than this there are
options such as hosting a video with a professional content to share with their customers.
P4- Development of ecommerce and digital marketing Platforms and generals in
comparison to physical channels
Digital marketing communication role in relation to the 7ps
Committees have their own separate digital marketing platforms that performs on the
different factors such as online reputation, branding, sales, conversion etc. And the 7ps Of
marketing have been revolutionised into the digital models.
 the pinpoint Pricing strategy is important to get an increase of product sales in homogeneous
markets We have to understand a value of their product and services customers are willing to pay.
 Tesco have to identify right placement strategy for their write services and product in front of
their buyers by wisely utilising the correct digital option in both known paid and paid
methodologies.
 It’s necessary for the Tesco to consider the science of product bye recognising preferences and
needs of the customers in era of digital world and competitive market.
 Usage for the right promotional channel in order to create a differences from the physical
advertising in the rear online world. (Järvinen., 2016) Tesco company will Mac usage a social
Media advertisement to target a young generation.
 It is necessary for the company to understand the target is key success factor for the online
marketing strategy helping out to be meat actual potential and desire of the customers.
 Measuring and exhibiting the process ask looking up on the key performance indicators. Tesco
can use measurable tools like kPI and feedback.
 Leveraging within the digital world is presenting her physical environment digitally with the help
of online customer support, Website,. Landing pages
The online industries growing rapidly and helping retail industry to grow as well. It is
helpful to reach target audience for the Tesco company through the promoting hunt digital
platforms like Facebook, Twitter and many more.

Five segments of technology adoption
 Innovator as the stage who have been at intellectual stage remote online services among the
market.
 Early adopter who are not in the initial stage but have looked into the more serious set up in term
of innovators. Tesco at this stage will need various tools and techniques to be implemented.
 Early majority- As a comparison to the physical one Tesco Is targeting various group market
segments. As to gain a Competitive advantages.
 Laggard- This individual typically have the fantastic aversion to the change agent an time to
become advanced in age.
 Late majority- At this stage turn off to be absolute and went to get into the different formation of
strategy to enter market.
LO3
P5 Digital marketing plan for Tesco
Executive summary
As per the report has covered digital marketing plan of Tesco To improve their presence
digitally and take competitive advantages within the market.
Vision
To be the most highly valued business by the customer the South Anne the communities
in which they operate (Low And et.al., 2020), there loyal and the committed colleagues hand
stakeholders.
Mission
To be champion for their buyers and help them to to live quality an enjoyable life an
easier way of living.
Objectives
 Increase the Use of search engine optimization by 25% effectively within 8 months.
 Improve customer conversion rate by the 20% in next 4 month.

Situational analysis
PEST Analysis
Political factors
During the COVID-19 situation government has changed their policies. Continuous
lockdown within the Countries creating problem for the Tesco to reach their sales target.
Economical factors
Increase in raw material price is affecting the pricing of final product made by the Tesco,
to overcome from this threat company will try to create good relation with their suppliers.
Social factor
Covert has created negative impact on the social life of the people. it forces people to
create distance and also affect the businesses like Tesco to maintain and acquire a safety
measures within their stores.
Technology
Tesco well implement new technology trends within there stores to enhance the customer
experience and take competitive advantages (Oktaviani and Rustandi., 2018).
STP
Segmentation
Tesco digital marketing team will target young age group segment that include their That
will include their income and also their lifestyle.
Targeting
Main target will be young people between the age group of 25 two 35.
Positioning

Tesco company will position themselves as the comfortable place at reasonable price
riding the maximum satisfaction to their customers.
Budget
Marketing team has also decided the budget of digital marketing campaign which is
estimated around 3500$.
Particular amount
advertising 8000
salary 10,000
management 7000
research and
development
10,000
sub total 35000
P6- How Omani channels of marketing has evolved
In recent years, most of the organisation that adopted out multi channel approaches in
supporting their customers, was seen as innovative, as leaders in the industry as well. Tesco is
also one of them who get huge competitive advantages through the social media platforms,
emailing and many other digital media channels. This challenge helped Them to aware their
customers about their services and product and attract customers to buy product from the Tesco.
Empowering as it was for the customers, it become a costly and cumbersome For the
companies supporting them. And you marketing streamers an technology to manage made it
more harder for the staff appropriately and it become insufficient to have agent switching system
an toggling between queries (Leite, and Azevedo., 2017). The next evolution in hyper
connectivity for the customers forced upon the kind of innovation required for relevant the agent
experience to match the customer experience
From the multi channel to Omni channel
The journey of the customers are more dynamic now, and accessible than it was ever
before. Hyper connected customers demand integrated personalise services and proactive
services. around 51% of the customers of Tesco company expected from them to offer to be

same across multiple channels and 57% of the promotions to be consist across online and offline
including the social touch points. In moving to the approaches like Omni channel Is making easy
for the Tesco to handle all the channels in one platform where they can control each and every
social media or digital channel together. All the Digital tenor channels connect with the single
routing system that helps to create 360 degree view of customer interactions. This allow
customers of the Tesco company to enjoy a seamless, customized, superior customer experience
and no matter how they choose the engage. a centralized
routing system allow Tesco to provide a good experience in more efficient and cost
effective manner that has two added benefits of providing a wealth of customer insights.
M3- tools and techniques to plan end to end Omni channel
There are some tools and techniques of the Omni channel That can be helpful for the
company for the customer engagement and it will provide a solution that can help also help to
understand the business sides of things and helpful to plan. Live help, CRM and social media
management Can be helpful to plan Omni channel.
LO4
P7- Measurement performance metrics in digital marketing
some of the metrics such as 360 degree feedback, Key performance indicator
360 degree feedback technique
A 360 degree feedback system is the process in which employees receive anonymous
And confidential feedback from the people who work with Indy project or the company. Tesco
digital marketing team can also use 360 feedback technique to measure the performance of their
digital marketing campaigns. They can take feedback from the employees manager, peers and
analyse from the direct reports. a mixture of the more than 8 people Fill out the Online feedback
from that ask questions covering a broad range of workplace competency’s.
key performance indicator
a key performance indicator at the indicated that health 2 provide information related to
the progress toward the intended results. It mainly focus on the strategic and operational

improvement and create a basic and I stick for the decision-making and help focus attending on
what month most. Tesco marketing team can use key performance indicator to identify the
performance of digital channels they are running. they were able to measure the performance and
what are the result they are getting from the online platforms. they have to ensure each and every
indicator to get a maximum and better performance.
P8- Action to improve the performance in digital marketing
It is necessary for the age and every companies digital marketing team to measure that
performance of digital channels and marketing campaigns. there are some techniques that can be
helpful for them to improve their digital marketing. it can also used by digital marketing team of
Tesco company to take competitive advantages and they will able to show their presence (Diez-
Martin, Blanco-Gonzalez and Prado-Roman., 2019).
Assess tech
It is necessary for the marketing team of the company to Knowing how their budget is
being allotted and if there is any kind of gap within their workflow will save the time and money
both. it is necessary for them to assess their digital marketing campaign through the digital tools
and it is necessary for them to have a clear message for their marketing campaign.
Optimise SEO
It is necessary for the digital marketing team of the Tesco company to optimise their SEO
To get best possible result. they can hire A intelligence team or company who can able to put
their company on the search engine. the agencies have knowledge how to boost the companies
name on the top and they have knowledge about the keywords that can provide top position.
Measure the content reach
Measuring the external and internal reach will provide a clear picture to the Tesco
marketing team of what content type, message and topics are effective in the market.
M4- Key digital measurement techniques
There are some tools and techniques that can be used by Tesco digital marketing team to
measure digital marketing campaigns and help them to identify problem they are facing. some of
the metrics such as 360 degree feedback, Key performance indicator

Conclusion
This Report has been demonstrated an understanding of challenges, opportunities an
impact of digital environment. it also has been examined key digital tools, platform and channels
comparing and constructing bricks and mortar and physical channel’s The report has been
included marketing campaign and in the end of this report has been evaluated methods of
monitoring and measuring digital marketing campaign.

REFERENCES
Books and Journal
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.
Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital
marketing. Scientific Journal of Polonia University. 33(2). pp.28-35.
Järvinen, J., 2016. The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics. (170).
Low, S. And et.al., 2020. Smart digital marketing capabilities for sustainable property
development: A case of Malaysia. Sustainability. 12(13). p.5402.
Oktaviani, F. and Rustandi, D., 2018. Implementasi Digital Marketing dalam Membangun Brand
Awareness. PRofesi Humas. 3(1). pp.1-20.
Leite, R. A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto
Hotels’ Managers. International Journal of Marketing, Communication and New Media. (2).
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research challenges in
digital marketing: sustainability. Sustainability. 11(10). p.2839.