Digital Marketing Report: Tesla's Strategies, Consumer Trends & Tools

This report provides a comprehensive analysis of Tesla's digital marketing strategies. It begins with an overview of the digital marketing landscape, comparing online and offline marketing concepts, and then delves into key hospitality consumer trends that are fueling the growth of digital marketing. The report assesses the key digital tools available to marketers, contrasting them with traditional channels and examining the development of e-commerce and digital marketing platforms. A digital marketing plan is developed, including a multichannel strategy, and the use of omnichannel approaches to meet business objectives is explained. The report concludes with an evaluation of measurement techniques, performance metrics, and a set of actions to enhance performance in digital marketing, providing a detailed understanding of Tesla's approach to digital marketing and its effectiveness.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1) Overview of the digital marketing landscape & compare online as well as offline
marketing concepts.................................................................................................................1
P2) Determine & analyse the key hospitality consumer trends & insights that are fuelling the
growth of digital marketing....................................................................................................3
TASK 2............................................................................................................................................4
P3) Assess the key digital tools & hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels....................................................................4
P4) Development of e-commerce & digital marketing platforms..........................................6
TASK 3............................................................................................................................................7
P5) Develop a digital marketing plan & strategy to create multichannel capabilities...........7
P6) Explanation of the way in which omni channel is used to meet business objectives......8
TASK 4............................................................................................................................................9
P7) Measurement techniques and performance metrics for a digital marketing plan and
strategy...................................................................................................................................9
P8) Present a set of actions to enhance performance in digital marketing...........................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is defined as the use of internet, mobile devices, online devices, search engine,
social media and other digital channels which ensures wider and easy access to customers . In the
present business world, the use of digital platforms and marketing tools is increasing rapidly
because of its high benefits that is development of strong relation to customer, less cost, easy
query solving, high reaching to customers and many more (Chaffey, 2019). In the present report,
Tesla is taken into consideration. It is an American electric vehicle & clean energy organisation
that was established in year 2003 and headquarter in California, U.S. The company offer
products such as electric vehicles, Tesla batteries, solar panels & roofs and many more. The
report will cover the concept of digital marketing landscape along with the difference among
online and offline marketing. In addition to this, there is a comparison of different digital tools
used in automobile sector along with growth of e-commerce. Moreover, digital marketing plan is
developed and some techniques ere elaborated that help in monitoring as well as controlling of
marketing plan and activities.
TASK1
P1) Overview of the digital marketing landscape & compare online as well as offline marketing
concepts.
Tesla is one of those business entity which is having emphasis on creating effective and best
marketing strategy with an objective to reach globally and connect with the people as well as
maintain relationship with them in an appropriate manner. It is determined that digital marketing
plays an important role as it help an organisation in making connections and enhance its market
performance as well. Therefore, Tesla keep a keen eyes on using all the recent digital marketing
landscape in order to attain viability & growth as well. Digital marketing landscape is mainly
related with the continuous evolving & dynamic digital media which involve innovation and new
ways of advertising that is pay-per click, social media marketing, influencer marketing
advertising which provide a more efficient as well as effective way of interaction & connection
with customers by Tesla (Chaffey and Smith, 2017). Apart from this, the present digital business
environment & digital marketing landscape of Tesla includes effective use of search engine
&optimization associated with web development, content marketing, video production email
marketing and so on tools that help in enhancing reach to customer at international level. it has
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been analysed that in the present time of using of digital platforms all the companies especially
auto mobile organisation are more focused & incline on using of digital platform which help in
developing better relationship as well as reach to customers. The use of content marketing &
social media marketing is on high level in present digital marketing landscape by Tesla.
In order to develop a better understanding about role lead through digital marketing in
gaining growth & success of Tesla or any other company, a comparison is made among online
and offline marketing that is given below:
Dimension Offline marketing Online marketing
Performance is
measurable
In relation to offline marketing,
the use of print media as well as
other offline tools such a s radio,
newspaper advertisement is
develop therefore, it is not easy to
measure such progress & have no
idea about how many people see
it or heard it (Goldfarb and
Tucker, 2019). So it is complex to
measure performance as well as
progress of offline marketing.
It is determined that measuring
online marketing performance is
easy in comparison with offline
marketing. It allow an
organisation to check who are the
people visit on their site and how
much time they spend on that
particular page. Therefore,
implication of online marketing is
effective and better for the
company.
Brand Development Traditional & offline form are not
more efficient and effective in
enhancing brand image as they
have limited reach as well as
access.
Online marketing help a business
entity to reach large number of
people globally and allow
development of brand image at
marketplace.
Cost The cost occur of offline
marketing is high if its compare
with the online market as it
consist of use of offline resources
& tools.
The use of online marketing is
cost effective as it does not
involve extra recourses or cost.
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By analysing the above comparison, it is stated that the present digital environment
provides a large number of opportunity to Tesla in order to expand its operation and increase its
customer base level in an effective manner (Hanlon, 2019).
P2) Determine & analyse the key hospitality consumer trends & insights that are fuelling the
growth of digital marketing.
The most recent consumer trend & insight which are seen within business environment of
Tesla involves high use of social media platforms for the marketing, google map virtual tour,
search engine optimisation & other new digital platforms which is filled and leads towards
growth as well as development. It is analysed that the digital business environment leads to have
positive impact on Tesla which in turn leads to a pressure to emphasis on effective digital
marketing content that involve use of snapchat that is consider as one of the effective and largest
platform to target young people & traveller along with use of YouTube channels, Facebook &
other social media platforms. This will help in reaching large number of customer and attracting
them towards brand that has influence on sales and profitability level in a positive manner.
Moreover, the threats & opportunity which are found within the present business environment of
Tesla is mentioned below:
Opportunities found within the digital environment of Tesla
Enhanced Integration with customers- One of the major opportunity which is seen by
making use of digital business environment for Tesla is that it can use social media platforms as
well as other digital technology to create a better as well as strong connection and integration
with customer that attract them and increase its number of sales effectively.
The Internet of Things (IoT) – Digital environment facilities an effective way for Tesla
to give high experience and satisfaction to customers which in turn leads to raise in number of
loyal customers towards brand (Deiss and Henneberry, 2020). The use of internet of things is
beneficial & helpful in order to set better coordination between activities & operations which
yield more efficient manner to satisfy requirements of customer on time period that is considered
as an opportunity for Tesla.
Cost effective way of marketing at worldwide level- Digital technology assist in leading
Digital workforces & new ways of working which facilitates more cost effective marketing way
which is developing many opportunity for Tesla to have assess & effective reach at worldwide
that leads to improvement in productivity & profitability.
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Challenge prevailing in digital environment of Tesla
Meeting customers expectations at digital age- The quick advancement within the
technology and in the expectations arose a challenge for company and dealing with this is
significant in order to sustain at marketplace. It is determined that Tesla make use of innovative
and digital technology by which they gather information about customer requirements and focus
in developing products in a manner that meet with their expectations.
Enhanced Security threat- In the present time period, the customer want online services
at their doorstep in order to save their time but on the other side they are concerned about their
safety as well as security of personal data (Dodson, 2016). Therefore, it develop a challenge for
Tesla to adopt more security measures and ensure customers that their data is secured with them.
Challenge of negative publicity- It is determined that nowadays people first look on the
online reviews of a product and service and after it take the purchase decision so that they get
appropriate goods which fulfil their requirements. Increase in the number of unethical sites is a
challenge for company as it arise a negative image in market which is required to be maintain
positive in an effective manner.
Evaluation of opportunities as well as challenges facing digital marketing landscape
It is analysed that there are various opportunities gained by respective organisation while
making use of digital marketing landscape such as high integration with customers, occurrence
of less cost of marketing and so on. Apart from this, there are also challenges due to digital
marketing and these are negative publicity, increase in number of security issues and many more.
Critical analysis of digital marketing landscape and the influence of growth of E Commerce
It is critically analysed that digital marketing landscape is associated with the continuous
evolving of as well as dynamic digital media that include innovative ways of promotion
advertising which is pay per click. In addition to this, the using of digital marketing by
organisations such as Tesla is raised day by day in order to promote its offerings and reach large
number of people. This impact positively on the growth as well as development of E-commerce
in an effective manner.
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TASK 2
P3) Assess the key digital tools & hardware that are available to marketers in contrast to ‘bricks
and mortar’ and other physical channels.
In order to improve the market presence and to attract large number of people, the use of
different digital tools are made by automobile industry. A comparison between three automobile
companies is given below which show the key digital tools used by different comparison. In
addition to this, it also facilitates good information related to market presence and performance
of Tesla with the use of digital tools.
Basis Ford Motors Tesla Motors General Motors
Instagram In order to provide an
attractive global
platform to the
customers, Ford
Motors develop an
Instagram page with a
motive to provide all
the information about
its offerings, new
innovation to its
customers.
It is determined that
Tesla motors has high
market presence and
have more than 20lakh
followers on Instagram
Therefore, it provided
an effective platform
for Tesla to attract as
well as cater larger
number of customers
by displaying their
services & facilitates
with the assistance of
images.
General Motors share
live videos and images
on its Instagram page
in order to attract large
number of customer
towards brand.
Snapchat The use of social
media by Ford Motors
is centred and
connected with large
number of consumers
and also provide
exclusive content
Tesla ran a two month-
long campaign with
the influencers
involving Shaun
McBride & Brittany
Furlan (Key, 2017). In
addition to this, it
General motors is
often use other social
media platform as it
does not make use of
Snapchat.
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which is hare on
Snapchat. Therefore,
Ford Motors is
trawling for
millennials on
Snapchat by bringing
unique experience to
its customers.
make use of Snapchat
in order to target the
potential customers.
Facebook Ford motors is having
more than 120000 like
& followers on its
facebook page that
impact positively ion
its customer base
level. The company
posted stories and
feeds about its
innovation and
offerings which attract
large number of
people towards brand.
Tesla Motors is
having more than 3.6
million followers
which is directly
reflecting on its global
presence & is
renowned for its
highlights cars.
General Motors have
account in Facebook
from 2007 due to
which is customer base
level and profitability
is enhanced.
P4) Development of e-commerce & digital marketing platforms
It is stated that the development of digital marketing and e-commerce platforms can be
easily acceptable as well as understandable by the use of consumer lifecycle stages. It involve
five stages which are as follows:
Innovators- This are the most important people who started using new products & services.
It is determined that these people are consumers who prefer to consume new and innovative
technology products such as gadgets and many more.
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Early Adopter- These people have high education and high income who pick products and
services as per their choice and involve a positive attitude towards changes & social
participation.
Early majority- They are the one who accept innovation after innovators and is belong from
the average social class & income and is motivated by view point of early adopters.
Late Majority- These people accept the use of new technology after it has already used by
more than half of society members (Domazet and Neogradi, 2019). In addition to this, they are
mainly sceptical for innovation & are not directly exposed as early adopters.
Laggards- These consumers or individuals are the last who adopt as well as make use of a
new technology & are typically have an aversion to use traditional methods in a proper manner.
Development of e-commerce & digital marketing platforms
Digital marketing and e-commerce is mainly related with the act of developing awareness &
leading action towards creating a company which often sell products as well as services online or
electronically. Therefore, Ecommerce marketers mainly uses digital content, social media
platforms, email campaign, search engines in order to attract large number of people & provide
them facility of online purchase. In the present business environment, there is rapid increase in
use of digital marketing as well as e-commerce platforms as it is convenient for customers and
take less time and cost as well. The higher authorities of Tesla focuses on making use of digital
platforms which facilitate an effective service to customer and also resolve their issues timely.
All this will leads to increase in brand awareness in market and enhancement of sales &
profitability of respective organisation in an effective manner.
Critical analysis of digital tools, both software and hardware, to use in particular organization to
fulfil their marketing needs
It is analysed that there are various digital tools and application used by companies which is
either software or hardware. The respective organisation make use of social media application
such as Facebook, Instagram as it help in reaching large number of people and also assist in
analysing the market trends that is significant in order to fulfil market requirements in a proper
manner.
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TASK 3
P5) Develop a digital marketing plan & strategy to create multichannel capabilities
Tesla is one of the renowned organisation that has presence in all over the world and at
present it is willing to develop multi-channel capabilities & for this, the higher authorities of
Tesla is planning to develop a digital marketing plan as well as strategy. It is basically a detailed
document which covers data of every aspects that help in attaining organisational objectives. The
elements associated with marketing plan is given below:
Objective: “To increase brand awareness about offerings and raise profit by 15% in
coming 15 months”.
Mission: “To be the market leader with the assistance of digital marketing as it assist in
reaching large number of customers globally”.
Vision: “To enhance the performance level and brand image with the support of multi-
channel capabilities and using digital platforms as well”.
Marketing mix: It is consider as one of the effective marketing strategy that is needed to
emphasis by every organisation at the time of development of marketing plan. This mainly
involve 4Ps of marketing, which are as follows:
Product: The products that are offered by respective organisation is Tesla batteries, solar
planets & roofs, electric vehicles and so on. At the time of developing digital marketing plan the
higher have decided that all its product is marketed on digital platforms.
Price: It is determined that Tesla approach to those people who make use of innovative
product and provide them such products at an reasonable price effectively.
Place: Tesla has presence in more than 8 countries which shows that it has high market
presence (Malar, 2016). At the time of development of digital marketing plan the marketers have
decided which they will also market about the location of the showrooms in Porsche area so that
it can gain eyes of large number of people.
Promotion: In order to promote about the digital marketing plan and its offerings, Tesla
make use of social media applications such as Facebook, Instagram, Twitter and many more.
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Evaluating digital marketing channels: Herein, the higher authorities of Tesla is
needed to determine various channels that can be adopt market service as a digital manner. There
are different options that can be adopt by respective organisation and is given below:
Social media marketing: It is undertaken as one of the effective and beneficial
marketing channel that help Tesla to reach large number of customers within short time period
and these are Instagram, Twitter, Facebook and many more
Search engine optimisation: It is also consider as a marketing channel that is used in
many organisation with an objective increase availability of google. By the assistance of this,
Tesla will be capable to improve its rating on search engines.
Technology selection: It is last and foremost step of digital marketing plan and herein
marketers choose best technology is adopt by them and Tesla make use of social media
platforms, chat bots etc.
From the above discussed steps, it is analysed that Tesla will be able to support multi-
channel capabilities that are luxury business division & reach the active car seekers. In addition
to this, it also help in enhancing performance as well as profitability level in an appropriate
manner.
P6) Explanation of the way in which omni channel is used to meet business objectives
Omni channel is the cross channel strategy that is adopted by organisations for the
purpose of improving overall customer experiences and establishment of positive relationship
with them. It is a part of service sector organisations in order to meet the late business objectives
and enhance the customer base with highly satisfied clients that can lead to words improvement
of overall profitability. Tesla is a part of automotive industry brand that is having a read towards
digital marketing planned by adoption of strategies that can enhance the overall customer
experience.
There is a customer Service Department at is making sure that all the queries of
customers a timely resolved and all problems are provided with timely solutions (Staton, 2016).
The main aim of this Customer Service Department is to ensure that all the queries are to be dealt
according to the customer requirement only so that there is high customisation that it is part of
this organisation. Tesla is an organisation that is willing to enhance the present profitability level
providing them with effective services post purchase (How to create omni-channel marketing
strategy, 2019). There is Omni channel approach of marketing that is used by Tesla where there
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