Tesco: The Role of Digital and Social Media Marketing Analysis

This report delves into the crucial role of digital marketing and social media marketing in the contemporary business landscape, emphasizing their significance for companies like Tesco. It explores the concepts of marketing mix, communication strategies, and the impact of social media content, such as stories and live videos, on consumer engagement and brand promotion. The report highlights the importance of adapting to online trends and leveraging social media platforms to connect with customers, increase sales, and build brand awareness. Furthermore, it examines how Tesco has utilized digital marketing during challenging times, such as the pandemic, to maintain customer engagement and drive sales through online channels. The analysis underscores the power of well-crafted social media content in attracting and satisfying customers, leading to increased brand loyalty and market success. This report provides valuable insights into effective marketing strategies in the digital age.

The Role Of Digital
Marketing And
Social Media
Marketing
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Table Of Contents
INTRODUCTION……………………………………………………………………………3
TASK1……………………………………………………………………………………….3
TASK 2………………………………………………………………………………………5
CONCLUSION………………………………………………………………………………7
REFERENCES……………………………………………………………………………….8
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INTRODUCTION
Digital marketing and social media marketing plays a very important role in today’s
time. Digital marketing is that type of marketing where promotion has been done of the brand
using the online platform so that communication can become faster. In this competitive world
the social media marketing also plays a very important role where through different social
media medium products can be marketed and promoted through different platforms. These
platforms can be Facebook, Youtube, Instagram etc. These are the ways through which the
company can connect to number of people from sitting at one place with simple and faster
internet connectivity. (McCann, M. and Barlow, A., 2015). In this report, the analysis has
been done on the digital marketing and marketing mix with the involvement of social media
marketing. Also the analysis has been done with regards to their importance. The research has
been done with respect to the examples of social media contents that really work. The chosen
organisation is TESCO. Tesco is the international merchandise retailer. It is leader in the UK
market. Its objective is to provide best quality products to their customers and want to be
leader in the non-food sector also.
PART 1
According to chartered institute of marketing, it is the management process which is
responsible for identifying, anticipating and satisfying customer requirements in the
profitable manner. In simpler words, marketing can be defined as it is the activity, set of
institutions, exchanging offers, creating, delivering and communicating who have the value
of their customers, clients, partners and society at large. Marketing has the strength to
promote the product of the company at a larger scale. (Puittinen, M., 2018). Without
marketing it can’t be possible that large number of people come to know about the
company’s products and services. Marketing is the tool through which the sales of the
company can be increased on a larger scale within a period of time. Marketing is not only the
way for promoting the products and services it also act like increasing the awareness among
people with respect to products and services. Marketing mix is basically related to the four
P’s. These four P’s indicate about the product, place ,price and promotion.
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In terms of marketing mix it is important that everyone is aware about the characteristics of
products and in which place it has been targeted and where it has been launched. Price is the
parameter which has been decided according to the audience so that everyone can avail it.
Promotion is the factor without which product can’t be known at a larger scale in the market.
There are also 7 P’s which is related to the marketing factor. All the four P’s are similar and
only three P’s are different which are named as process, people and physical evidence. These
remaining P’s depict that process is about the steps which has been followed for the purpose
of achieving the final product. The process also involves about the delivery of product.
People who are associated with the company also needs to be trained in a professional
manner with full knowledge. Under the physical evidence it covers all the senses which is
related to the product like smelling, touching and feeling it. Here communication plays a very
important role in connecting with customers because it is the tool which has been used by the
organisation for communicating with their customers. And which is also important for the
marketing mix factor. All these factor are somewhere interlinked with the communication
mix.
In todays challenging market, digital marketing plays a very important role. Digital marketing
is that kind of marketing which has been used for the purpose of promoting the product and
communicating with large number of people through online platform. Example of digital
marketing can be social media marketing, email marketing etc. Digital marketing has become
the trend in every business world because in this pandemic situation the meetings has also
been conducted through video conference and conference calls and communication has been
totally towards the online mode. Social media marketing is that kind of marketing where
online network or social platform has been used for the purpose of promoting the products
and services of the company. Example of social media marketing can be Facebook, linkdin,
You tube and Instagram etc. Social media is like a boom in the current market for the
purpose of marketing it can make the individual millionaire also and also support in
becoming famous in this large world. In terms of todays business social media marketing and
digital marketing plays a very important role. Because the trend has been changed due to
which the way of doing marketing has also been changed. With the technological
advancement and with the changing environment everything has been shifted towards online
mode. Mostly youngsters have spend most of their time on social media through which
number of people can be connected.
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Social media is the great way through which an organisation can connect to the whole world
and every person who is sitting at different corners with the simple internet connectivity.
Digital media has the strength to upgade and promote the products and services on such a
large level that they can become five star like personality within a single night. (Hisyam, F.
and Suryani, T., 2020). Digital media and social media platforms should be used in a smarter
manner and in an effective manner so that no one can mis use it.
Because it has the strength to degrade the value of the company and upgrade the company on
the international level also. In today’s business trend the sales has also been done through
online mode and the way of working of businesses has also get changed due to which
everybody is comfortable on the online shopping. In this current pandemic situation also the
Tesco company has made sales through online mode which comes out as a very big factor
which is in the favour of digital marketing.( Hunt, and et.al., 2018). In this difficult situation
when people can’t come out of from their home then most of the companies has shifted
towards the online mode and deliver the products and services through this way only. It is the
great way also to promote the new product in this difficult situation through social media
platforms. Because in this time most of the people have spend their time on the social media
platforms and it is biggest way to know that how many people are showing interest in the
particular product.
PART 2
Social media contents plays a very important role in this changing time period. Two
examples of social media content are Stories on Facebook and Linkdin and another example
is live video. These two examples really work in this practical world. The reason is that
people are mostly using social media platforms and mostly people have shifted towards the
digital media. Stories are the best way to communicate the message because people take
interest in reading it. And specially youngsters take initiative also on commenting on it. The
opinion has also been given that whether it is good or not in the realistic manner through
which feedback has been received at the larger scale. (Saaristo, V., 2016).Live video has been
become trend to show anything because it gives the realistic experience and also gives the
good vibe to the customers also. They feel like they are actually present there and observing
and noticing it.
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In the live video they also have the opportunity for commenting on it due to which they can
also receive answers from them also. Live video totally gives a new and enthusiastic
experience due to which customers get attract on a larger scale. Through live video people
has opportunity to earn money from them by observing that how many people has watched
the video and how many people like and dislike the video. (Colicev, and et.al., 2018).Also
how many comments have been received also. The reason behind for working these two
examples is that according to the current situation people have spent most of their time on
mobile phones that’s why the products and services get popular on a larger scale within a
period of time.
Social media content is so effective and famous that they receive lots of comments and like
and views also. The reason for social media content is so effective that it should be crisp, to
the point and the content is so much fresh that everybody attracts towards it. The reason for
content to be effective is the consumer is in control it should be in this manner.( Martín-
Consuegra, and et.al., 2018). It has the power to convince the customers and also has the
power to satisfy the customers. The content has been described in such a manner that it will
win the hearts of their customers.
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It shows the loyalty and also gives the valid reason about the low cost of the product and
services so that customers can trust on them. The content should be designed in this manner
that it has some standards and facts which defines about their branding. And also gives reason
of getting so much popular among the customers. It also describes that how it will be
beneficial for their customers and how they can afford it very easily. The content also gives
the description about the product that how it should be measurable and in terms of quality is
good for their customers. (Breuer, and et.al., 2015).Social media content has the power to
connect large number of people with them so that sales can be increased and awareness can
be spread among the people for buying that particular product. Social media content has been
prepared in such a manner that it will connect to the real problem of their customers. This is
also the reason people get attracted towards it. The use of images and pictures and the content
has been modified with the technical abilities that the individual is bound to read the content
and also takes interest in that. That’s why social media content is so much popular in this
changing and competitive world.
CONCLUSION
The role of social media marketing and digital marketing is very important in this changing
time period. It has the power to famous anyone or any company within a single night.
Marketing is a small effort for promoting their products and services through online mode.
Marketing has its related concept also which is known as marketing mix. Marketing mix and
communication mix has their interrelationship between them. The P’s of marketing mix has
also its impact on it. (Gilal, and et.al., 2021). Because these are the factors which help in
changing the current scenario also. With the concept of marketing there are digital marketing
and social media marketing are also there. Without them it becomes difficult for the
businesses to exist in this competitive world. Because these are the parameters through which
products can be popularise within a given period of time also. In terms of marketing the
product can be popularised more with the support of social media content. Content can also
create boom in the market but also can degrade their image with the negative response also.
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REFERENCES
Books and Journals
McCann, M. and Barlow, A., 2015. Use and measurement of social media for SMEs. Journal
of small business and enterprise development.
Puittinen, M., 2018. Personal brand engagement in B2C social media marketing in the music
industry.
Hisyam, F. and Suryani, T., 2020. The Effect of Social Media Marketing Activities, Brand
Image, Customer Satisfaction on Shopee Customer Loyalty in Surabaya City (Doctoral
dissertation, STIE Perbanas Surabaya).
Hisyam, F. and Suryani, T., 2020. The Effect of Social Media Marketing Activities, Brand
Image, Customer Satisfaction on Shopee Customer Loyalty in Surabaya City (Doctoral
dissertation, STIE Perbanas Surabaya).
Hunt, and et.al., 2018. No more FOMO: Limiting social media decreases loneliness and
depression. Journal of Social and Clinical Psychology, 37(10), pp.751-768.
Saaristo, V., 2016. Developing digital marketing channels of SME: case: The Innovation
Company.
Colicev, and et.al., 2018. Improving consumer mindset metrics and shareholder value through
social media: The different roles of owned and earned media. Journal of Marketing, 82(1),
pp.37-56.
Martín-Consuegra, and et.al., 2018. Exploring relationships among brand credibility,
purchase intention and social media for fashion brands: A conditional mediation
model. Journal of Global Fashion Marketing, 9(3), pp.237-251.
Breuer, and et.al., 2015. Social media and protest mobilization: Evidence from the Tunisian
revolution. Democratization, 22(4), pp.764-792.
Gilal, and et.al., 2021. The role of organismic integration theory in marketing science: A
systematic review and research agenda. European Management Journal.
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