BMAF002-20: Digital Marketing Campaign for Tesco Online Business

This presentation provides a comprehensive analysis of Tesco's digital marketing campaign, focusing on strategies to enhance online business growth. It begins with an introduction and an overview of Tesco, highlighting its Unique Selling Points (USP) and its position in the retail industry. The presentation delves into digital marketing principles, exploring how Tesco utilizes social media and its website to engage customers. It examines different growth engines, including paid, viral, and word-of-mouth strategies, and showcases various digital marketing campaigns. Furthermore, the presentation compares and contrasts online and traditional competitors, discussing the advantages and disadvantages of each approach. The analysis includes a brief discussion on the failure of WebTV, and concludes by emphasizing the importance of effective digital marketing campaigns and online marketing strategies for long-term profitability. The presentation references relevant books and journals to support its findings.