Analyzing TESCO's Digital Marketing Campaign Strategy

This report provides a comprehensive analysis of TESCO's digital marketing strategy, focusing on their campaign objectives, and implementation plans. The report begins with an introduction to digital marketing, highlighting its importance and the need for businesses to adapt to technological advancements. It then delves into an overview of the digital marketing process, emphasizing the significance of affordability, mobile accessibility, expansion, flexibility, and interactivity. The core of the report centers on a case study of TESCO's digital marketing campaign, specifically the launch of their personal app. The report details the six-step digital marketing campaign process, including situational analysis, SWOT analysis, linking digital business with marketing strategy, formulating objectives, and designing an implementation plan. The report also examines the steps TESCO takes to engage and convert customers, using social media platforms like LinkedIn, Twitter, Instagram, and Facebook. The report concludes with an evaluation of TESCO's strategy, offering insights into how they aim to increase sales and improve customer engagement through digital channels.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of Digital Marketing process......................................................................................3
Digital Marketing Campaign:.....................................................................................................5
Six step Digital marketing campaign..........................................................................................6
CONCLUSION ..............................................................................................................................9
REFRENCES.................................................................................................................................10
Books and Journal.....................................................................................................................10

INTRODUCTION
Digital marketing is the marketing of products and service online. In the dynamic
environment, one of the important factor i.e. technological factor gives the threat to organisation
that they should up grade their techniques. So digital marketing comes from this factor, it is very
well know that public are now very upgraded. That means they known the application of digital
media, so that's why companies need to do digital marketing because it is easy to reach at very
large population (Bassano and et. al., 2019). In this context, TESCO is undertaken for digital
marketing campaign. TESCO is the UK based firm that provides grocery items and many more
products and services to cover the large portion of population. It is established in 1919 and
founded by Jack Cohen. This report covers the overview of digital marketing with the practical
applicability of digital marketing campaign.
MAIN BODY
Overview of Digital Marketing process
Digital marketing process is the process where the marketing manager focuses on the
systematic application of marketing in digital media. It involves some important steps that helps
to make easy digital marketing. In every process there are some mission or objectives that they
cover after the implementation of digital marketing. TESCO is the multinational organisation
that they need to do digital marketing so that they can run their business with the upgraded
technologies.
Importance of Digital Marketing:
 Affordability- It is known by all people that digital marketing is less expensive as
compared to other marketing tools. For example if TESCO chooses advertising for
marketing then it will be more expansive and sometimes not affordable by companies.
 Mobile Accessibility- Digital marketing can be accessible from any place at any time.
They didn't need any thing such as televisions (Chaikovska and Chaikovskyi, 2018). It is
very well known that almost all people use mobile so TESCO is in benefit to use digital
media because the reach is very high.
 Expansion- TESCO is running their business on expansion strategy that means they want
to expand their business. So that it becomes very beneficial for organisation that they do
digital marketing.

 Flexibility- It is very flexible because it is easy to use that means TESCO can change
their marketing campaign whenever they want.
 Interactive- Digital marketing can be accessible by almost all person so that's why it is
more interactive with any other marketing tools because it allows comments.
In digital marketing there are some interesting steps that are included for process. It is
clearly mention in following points:
 Entice/Attract:
It is the first and foremost function that perform by the organisation for attracting their
potential buyers. In this step TESCO focuses on those tools and techniques that helps to attract
customers to purchase their goods and services. They used many tools such as SEO, SMM to
identify the consumers needs and wants so that they do marketing according to their taste and
preferences. TESCO used many types of surveying tools that really helps to understand the
consumer behaviour. It helps to make that digital marketing campaign.
 Capture and Engage:
The next important step is to capture the market through their innovative ideas that have
the inclusion of all members of the organisation. TESCO do many types of activities that shows
that they include the contribution of people.
 Conversion:
It is the conversion of traditional tools into new upgraded digital marketing tools that
helps to run their business with technological factors (Chowdhury, 2017). Inspire:
The last step of process is to inspire people for purchasing their products and services.
TESCO is the firm which use their innovative digital marketing ads to inspire others to do digital
marketing through ads on emails, pop ups on social media, etc.

Digital Marketing Campaign:
TESCO is the multinational company that wants to digitalise their business through
launching their personal app. It is very helpful for increasing their sales and profitability. They
launch their personal app in which they provide all types of goods and services that they want to
sell to customers. To launching a app is good thing but it is necessary that it is known by every
person. Launching of app is done by R&D of TESCO but their awareness should be considered
when they launch their app. Because it is not the end with launching of app, they need to spread
the information related to their app (Da Venezia, 2016). It can be done with many marketing
tools such as advertising, print media, etc. But the most effective marketing tool is digital
marketing because the reach of population is very high. Digital marketing is helps to spread the
information of products and service very fast because their reach is very high. So that' why
TESCO uses digital media to spread the information related to their app launching. Digital
marketing can be done through many ways such as direct email, social media, etc.
For this reason TESCO use social media that are LinkedIn, Twitter, Instagram and
Facebook. Because these are the most popular social media platform where almost all people are
able to see their ads. So that's why they choose social media for giving information related to

launching their apps. It is very necessary to use these social media apps because of their
popularity. TESCO use these social media platform in which they give the information related to
their new app by making digital marketing campaign. It should be effective so that all people are
taking interest from their digital marketing campaign (Bassano and et. al., 2019)
.
Six step Digital marketing campaign
To incorporate and formulate a good and effective marketing campaign it is required to
follow the six steps to form the digital marketing campaign. It helps to the organisation to
achieve the set targets on time. The six step campaign in respect to TESCO is as follows
Step1: Situational analysis- It is important to understand the situation to form any
campaign or to come up with an idea. The world is turning digital and now it is important for an
organisation to become digitalised. In respect of TESCO the company has gained a good image
in the market and has made brand awareness. At this time the company has not made digital
presence and that is impacting the sales of the organisation. The company is planning to cope up
with the situation by launching a application and that will make its products sell on the app and
will help the customers to save time and order online and will help to increase the sales of the
organisation (Chaikovska and Chaikovskyi, 2018)
.
SWOT analysis
SWOT analysis can be defined as a Framework which can be used by the organisation in
order to analyse the internal market factors which can impact on the marketing campaign of
Tesco. In order to meet the requirements there are different strengths weaknesses opportunities
and threats of Tesco which can be used in order to meet the requirement of digital marketing
campaign.
Strength Weakness
 Effective brand image is a major
strength of Tesco is in the market
where it is operating. It helps
organisation in attracting customers as
well as improving the functions of
digital marketing tools.
 Using innovative concept is also act as
 Improper allocation of resources is a
major threat to the organisation which
also impact on its digital marketing
campaign because of lack of proper use
of resources.
 Unidentified customer also act as a
weakness for the organisation in order

strength of Tesco where organisation
can easily attract the customer within
the market by the use of innovative
tools and techniques.
to meet the requirements of digital
marketing campaign. This is because
organisation is not using appropriate to
search in order to identify the customer
segments.
Opportunities Threats
 The major opportunity in front of Tesco
is that it can use digital marketing
campaigns in order to improve the
functioning and achieve better results.
 Increasing competition within the
market is acting as a threat to the Tesco
where organisation has to use a
different policies in order to meet the
requirements and perform the function
in an appropriate way.
Step2: Link digital business with Digital marketing strategy-
Digital business means promoting the goods and services of the company throufgh online mode.
Digital marketing includes SEO, content marketing, social media marketing to attract more
customers towards the organisation. The marketing strategy made by TESCO is to launch a app
where all its products will be available and then, promoting them on social platforms as people
are more attracted and present on these social media channels like Facebook, Instagram, Youtube
and Twitter (Fulgoni, 2016). These platforms will promote the application and make people
aware about the new strategy. The company can attract more and more customers through this
platform and convert them more effectively. Also these digital ways help to check how many
customers are being converted and used the product by watching the promotional activity.
The presence on social media is important at this time as it helps to achieve the goals and
objectives on time. Digital marketing helps the company to promote the business through online
mode and by the use of internet. By linking the marketing strategy with digital business it helps
to improvise the digital business and also make the company updated about the new strategy that
is made by the company. In current era being digitalised is important and leads to the success of
the organisation and increases its sales and profit.
Step3: Formulate objectives- To effectively manage and implement a product it is
important to formulate objectives. To be successful it is important to achieve those objectives as

they lead towards achieving the goals of the organisation. The set objectives should be
measurable and achievable. The completion of the campaign and its success depends on the set
objectives and the ways in which they are achieved (Patel and Chugan 2018). They are planning
increase the overall sales by 5% in a year by using digital ways to promote its products. This
objective will help the company to attract more customers and carter the needs and wants of
customers in and efficient way. This is how company is able to set the objectives and then
achieve those objectives to be successful.
Step4: Design implementation plan to meet the objectives- The implementation plan
includes the ways in which the objectives can be successfully achieved. It is important to do
planning so as to achieve the set targets. Planning makes it simpler and gives direction to the
employees and help them to achieve the objectives of marketing campaign on time. The steps
taken by TESCO to implement the plan are as follows:
Communicate with staff- The very first step that the organisation should take is to
communicate the made strategy to its employees in simple language and make them understand
the requirements, their role and responsibilities and the benefit of the plan. The employees are
the one who are responsible and can lead to successful implementation of the plan. In relation to
the digital plan by making a new application new man force will be required that are aware about
the process of launching the application (Grib).
Monitor their progress- After the plan is communicated to them, and they have started
working on the plan to achieve the set targets on time. Their work should be monitored as it
helps them to work according to the objectives. .
Develop contingency plans- As all the plans are not successful so it is required by
companies. TESCO has made the plan after evaluating the current requirements and needs of
customers, but it is not necessary that it will achieve the set objectives so the company should
make contingency plans that can help them it case of loss or non fulfilment of the targets. As it is
important to be successful and achieve the goals and be prepared if those are not achieved by the
organisation (Park and Cho, 2016). TESCO makes the contingency plans as it helps them to be
prepared for the uncertainties that may arise while doing anything new there are chances of
losses.
Seek expert advice- Taking the advice of expert is a good decision as one person do not
have knowledge about everything. The person who is specialist in the field can guide better and

suggest better ways to achieve that goal. In relation to TESCO, the should also consult to a
marketing specialist that has good knowledge of digital marketing and social media marketing as
it will help them to achieve the set goals on time and effectively.
Step5: Budgeting- The next step is essential and important as setting the budget for a
plan is important. Budget means the money that is available with organisation to achieve and
accomplish the set marketing campaign (Kaniawati and Sudjatmoko, 2018). It is important to
work according to budget and gain profit that is required by the organisation. Controlling the
budget is equally important as that is the reason for success and tells the deviations also helps to
take corrective measures. The budget formed by TESCO for its marketing campaign is as
follows:
Marketing Budget
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Step6: Measure the campaign- The last step in the process is to measure the campaign.
It is the time when the organisation checks the set plans and then match it with the results. It
helps to check the revenues that have arises from the campaign (McCabe and Weaver, 2018).
The investment, the cash flows and the customer value that the project has achieved is checked
by the organisation. In relation to TESCO this steps help in measurement of success or failure
through the marketing campaign. The channels that they have used to gain success.

CONCLUSION
It is concluded from the above discussion that digital marketing is the important tool for
promoting goods and services of organisation. Digital marketing helps to reach with maximum
people because it is easy to access from anywhere at any place. So it is very necessary for the
organisation that they should go for digital marketing. This report covered a digital marketing
campaign that helps to understand the practical applicability of digital marketing. There are
important six steps that are necessary to make digital marketing campaign. So the companies
should make the marketing campaign after analysing the conditions of marketing and how they
can overcome by following new strategies in the market.

REFRENCES
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Web, le app ei social network. Edizioni LSWR.
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