Tesco's Digital Marketing Strategy: Customer Engagement & Analysis

This report examines Tesco's digital marketing techniques, focusing on customer engagement and awareness. It details a customer persona reflecting Tesco's key customer segment and the content used to engage them effectively. The report applies the RACE framework to map the customer j...Read More

Digital marketing techniques
PART B

Table of content
 Introduction
 Detailed persona that reflects organization's key customer segment
 Content used to effectively engage the persona
 Customer journey
 Types of testing and insights required to improve the effectiveness of the digital marketing
activities
 Applying relevant theories and frameworks
 Recommendation
 Conclusion

Introduction
 Digital marketing techniques are effective for the businesses in order to increase the
awareness among audience which is helpful for creating better opportunities for the
businesses to grow.
 These marketing techniques are crucial for the businesses to target their audience which
are highly dependent ion digital platforms for consuming their content.
 This presentation will be based on Tesco which is one of the most popular organization in
the retail industry of UK.
 It will explain a detailed persona of the market segment of Tesco, customer journey and
type of business insights, recommendations on how coordination can be established in the
business.

(a) Detailed persona reflecting organization's customer
segment
 The above persona will highlight different details about the customer segment which
has been selected by Tesco in order to establish their market activities successfully.

Continued
Psychographic
• Lifestyle, attitudes, values, beliefs, interests, personality traits
Behavioural
• Benefit sought, occasion, user status

Content used to engage persona
 Tesco uses attractive and engaging videos and posts in order to increase awareness among
their target audience about the products and services which are offered to them by the
business.
 The use of social media platforms is actively taken into consideration by the business in
order to increase the overall performance of the company in the business environment.
 The needs of customers are identified by Tesco, then they are provided with the required
information which is specific to their needs and wants that are related with the business.
 The content with attractive offers and discounts which is appealing to the customers is
generally promoted by the business in for increase the interest of their customers towards
the brand.

Continued…
Blog
Posts/Arti
cles Videos
PodcastsInfographics
Email
Newsletter Social Media Posts

(b) Established model applied to persona
 (i) Customer journey
 RACE is an established framework which can be beneficial to highlight the journey of
customers in the context of Tesco.

Continued..
 Email marketing and posts on social media are
regularly undertaken by the business to keep their
customers updated about the changes which have
been made by the organization in their business
environment.
 Feedbacks are taken by the business which are
helpful for increasing the overall success of the
business in the competitive business environment.

(ii) Insights and testing required for improving effectiveness
of digital marketing practices
 Digital marketing is more important now than ever, in this every changing world where
competition is very high, the firm needs to create and optimize digital marketing strategy
which is also known as internet marketing.
 Doing digital marketing practices will help company achieve success as well as improve
effectiveness of marketing practices
 Testing of the correct measures which can be effective for a business to improve their
overall performance in the business environment is effective for a company.
 The effectiveness of the selected digital platforms for improving performance of the
business is necessary for achieving better growth and sustainability.
 The focus is one different strategies which can be developed in order to enhance the
overall performance of these businesses in the industry

Continued..
Social media
Optimize site
for multiple
platforms.
Improve your
SEO A/B testing

(c) Recommendations for a consistent approach to
deliver marketing activities
 It is suggested to focus on Integrated marketing
communication which is a systematic process that includes
management of all the agents in the planning, controlling,
implementing as well as analysis.
 Pickton and Broderick
 4C's – basically it is a model which is developed and designed
by Pickton and Broderick in the year 2001.
 This model is especially designed for all the marketing and
communications professionals so that they can easily deliver
marketing activities.
 Tesco plc needs to check against the 4Cs which includes
complementary, coherence, continuity and consistency

CONTINUED
 From the discussion it can be recommended that company should apply model named as RACE
so that they can improve the effectiveness of the digital marketing activities and the customer
experience.

Continued..
 Trust and respect- In order to ensure a coordinated and consistent approach to deliver all
marketing activities, it is recommended to build up trust and respect which helps
employees develop and cultivate open workplace culture.
 Effective communication- In addition, it is also suggested to have effective
communication because this is very crucial for employees to deliver all marketing
activities as it would help them achieve customer engagement too.
 Teamwork- This can be done via having regular one on one communication and also
effective team meetings in the company.

Continued..
give and
receive
feedback
cross
department
workflow
prioritizing
content
development
Involve people
in decisions
making
process
Establish key
marketing
metrics

CONCLUSION
 From the above report it can be concluded that, Digital marketing techniques are effective
for the businesses in order to increase the awareness among audience which is helpful for
creating better opportunities for the businesses to grow.
 In addition, with the help of these marketing techniques businesses is able to target their
audience which are highly dependent on digital platforms for consuming their content.
 The study has included detailed persona of the market segment of Tesco, customer journey
and type of business insights, highlights some recommendations on how coordination can
be established in the business

References
 Forbus, P., 2021. Commentary: the case for a healthier social customer journey. Journal of
Marketing. 85(1). pp.93-97.
 Tannir, S. and et.al., 2022. From captive to captivating: The new customer journey model
for companies. Applied Marketing Analytics. 7(4). pp.337-344.
 Kitchen, P. J., 2020. Marketing communications. In A reader in marketing
communications (pp. 1-9). Routledge.
 Pickton, D. and et.al., 2022. Integrated Marketing Communications (IMC)(An). ESCE
CURRICULUM. 2. p.129.