Critical Appraisal of Tesco's Digital Marketing Activities Report

This report provides a critical appraisal of Tesco's digital marketing activities, focusing on its objectives, key performance indicators (KPIs), and recommendations for future improvements. The introduction highlights the transformative impact of digital technology on marketing, emphasizing the use of various digital tools and platforms like social media to attract customers and expand market reach. The report then delves into Tesco's digital strategy, detailing its use of social media marketing, content marketing, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising. It analyzes the KPIs implemented by Tesco, including overall website traffic, site-wide conversion rates, blog subscribers, exit rates, mobile traffic, and conversion rates on top-visited pages. The analysis concludes that while Tesco's marketing campaigns are effective, there is scope for improvements, particularly in enhancing customer engagement and achieving long-term marketing goals. The report underscores the importance of digital marketing metrics in evaluating performance and offers insights into how Tesco can optimize its strategies to maintain a competitive edge in the retail market.

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION:..........................................................................................................................1
TASK 1............................................................................................................................................1
Critically appraise the digital marketing activities of considering its objectives and key
performance indicators and make recommendations for improvements in the next planning
cycle............................................................................................................................................1
RECOMMENDATIONS: ...............................................................................................................6
CONCLUSION:...............................................................................................................................7
REFERENCES:...............................................................................................................................8

INTRODUCTION:
Digital technology has transformed the way of doing business. It has changed the
traditional way of marketing of products and services. There are various digital tools and
equipments used by business in advertisement. Due to this business is able to attract large
number of people. Also, it has provided a single platform through which marketing has become
easy (Grishikashvili, Dibb, and Meadows, 2014). By using different social media platforms
companies are able to advertise goods. Also, with this companies are building customer relations.
Now marketing is done in creative ways. Digital marketing has created a scope for business to
expand operations in different markets. Moreover, due to advancement in technology, advance
tools and equipments has been developed. This are used by organisation to track social media
traffic so that effective measures can be taken. Furthermore, it has supported in developing
strategies for marketing. This has reduced the cost and time of organisation. This report will
throw light on digital strategy of Tesco. It will show that how Tesco has used various digital
tools in advertisement. Also, what are the key performance indicators of digital strategy is also
studied.
TASK 1
Critically appraise the digital marketing activities of considering its objectives and key
performance indicators and make recommendations for improvements in the next planning
cycle
Meaning of electronic media
Electronic media is a form of media in which people are connected through technology. It
includes mobile, applications, etc. it helps in connecting people from all around the world. The
electronic media is also used by companies to promote products and services (Esteves, Piedade
and Pereira, 2017). Generally, electronic media includes advertising through electronic source.
Impact of electronic media on marketing
Electronic media has connected people from all around the world. It has also connected
organisation with people. This has enabled in easily communicating with them. With this people
can gather data and information very quickly. In any organisation marketing is the most

important department. This is because sales and profits depends on how effective is marketing
strategy of organisation is. This helps in creating a large customer base by attracting people.
Beside this, marketing function include various roles. They are analysing customer behaviour,
market condition, needs of people, etc. it all helps in developing an effective marketing plan.
There are many activities that is being performed in marketing. It includes analysing market
trends, consumer buying behaviour, marketing trends, etc. The data and information collected
from these provide an insight on how effective is the digital marketing plan. Therefore, it is said
that electronic media has changed the way of advertisement (Teixeira and Jorge, 2018). It has
provided advanced tools and equipments through which effective digital marketing strategy is
developed. With this business is able to promote products in better and effective way. Also, it
has enabled in attracting a large number of people to buy company products and services. Digital
media has changed the marketing trends that is being followed.
Marketing activities followed by tesco
Tesco belongs to retail sector and operates all around the world. It also has to face
competition in different countries. So it is necessary that Tesco must develop an effective
marketing strategy. Also, Tesco is having a large customer base. Company produces a variety of
products so it has to advertise each one in different way. Their digital strategy consists of many
activities which enables in development of marketing plan. These all help in promoting products
in large area (Heinze, Fletcher and Cruz, 2016). In addition to this, it has resulted in increasing
sales and profits. There are many activities that is followed by tesco. These are as follows :-
Social media marketing- this is the most popular form of marketing activity that is followed by
every organisation. In this tesco uses various networking platform through which product is
promoted. These platform includes Facebook, Instagram, twitter, etc. it focuses on specific
audience that is engaged in using them. In this tesco has created page on Facebook, Instagram ,
etc. these pages provides information of products to people. They are easily able to connect with
it. Moreover, in recent time youngsters spend a lot of time on internet. Tesoc has also installed
systems that helps in monitoring of traffic. This has

Content marketing – it is a form of marketing in which tesco uses content in order to attract
people. They focus on building relationship with them. The content that is written is on blogs,
website or social media (Lobstein and Jernigan, 2017). With this they are able to develop
customer relations. It has also provided information about how customer react when they read
content. However, tesco relies on SMM rather than content marketing. This is because SMM has
given positive results.
E mail marketing- It this Tesco sends regular updates of new products to customer on their mail
ID. This helps in building relationship with others. Also, with this tesco is benefited as it is able
to get data and information of customers. By using this there has been rise in sales as 8% of
audience has turned into customers. Along with this, tesco has created a list through which loyal
customers are identified. It has also reduced the cost and time of company.
Search engine optimisation- this form of digital marketing is very common. It is a process in
which results of website is analysed on the basis of traffic. It is similar to Google. Tesco has
applied this in their own website (Lien and Phillips, Grandpad Inc, 2016). Through this they are
able to monitor traffic. With this they search link or website that is relevant or specific. With this
tesco is able to generate enough traffic to their website. It has helped the to attract number of
visitors on their website.
Pay per click – this is another marketing activities followed by tesco. It is a method in which
company pays the marketer for each click to their website. Tesco has also hired several
marketers that has helped in increasing traffic on their website. Basically, this method is applied
on networking sites in which ads appear on site and when a customer clicks on it, he or she
reaches company website. For this one click tesco pays amount to marketer. This method is
completely based on social media traffic.
Thus, these all activities are followed by tesco in their digital marketing. It has helped in
creating a distinct image of company in the market. Also, it has enabled in attracting large
number of people. This has lead to increase in sales and profits. By following these activities
tesco is able to engage in digital marketing (Jones, Alford and Wolfenden, 2015). It has also
started various programs that has helped them to solve customer problems. With this real time

solutions are provided. It has resulted in enhance in customer satisfaction. With this tesco has
retained them in different countries. This has made them loyal towards company.
Key performance indicators and metrics implemented by tesco
Apart from marketing activities performed by tesco, they have implemented digital tools
in order to manage and control marketing strategies. For this they have installed tools and
equipments through which strategies are evaluated. It has helped in finding out weak areas so
that it can be improved. This is done by taking appropriate measures. Moreover, monitoring
traffic has helped in determining consumer buying behaviour. Also, organisation has identified
the taste and preference of customers and what problems or issues they are facing. Alongside
this, monitoring marketing activities has benefited Tesco as they are able to solve customer
problems quickly. Tesco has implemented some digital marketing metrics in order to evaluate
the performance of marketing campaigns It also helps in tracking results and determining key
performance indicators (Mittal and Bhattacharjee, 2017). By using KPI it is easy to set goals
and objectives so that it can be measured. Tesco is also having some KPI' s that is as follows :-
Overall traffic – It refers to the number of people that has visited the website. It helps in
identifying how effective marketing campaign is done. With this it becomes easy to measure the
rise in percentage of visitors. In this many things are included that is visitors in search engine,
social media, email marketing, etc. Moreover, it helps in taking tactical decisions.
Site wide conversion rate – This is a metric in which calculation is done and it is found that
number of visitor that has been converted. This is done by dividing the total number of visitor
by total number of conversion. With this it becomes easy to determine the success rate of
marketing campaign. The data and information collected from these provide an insight on how
effective is the digital marketing plan.
Blog subscribers – In this it is found that how many numbers of visitor have subscribed the
blog. This is done by measuring the conversion rate with blog. For example- if there are 10
subscribes then all of them are converted or not (Edelman and Heller, 2015). It is useful to
Tesco as they are able to identify whether developing blog is effective for them or not.

Furthermore, it can be identified that whether sales person are promoting blogs or not. What
information is needed and how customers are reacting to it can be determined.
Exit rate- In this it is observed that how many customers has exited after visiting the website.
Also, reasons are find out for this. There are various steps in this, so experts evaluate each step
and identify from which step customer has entered and left. With this tesco is able to take
effective measures so that it can improve this and convert the customer. This metric shows that
how effective is marketing campaign of tesco is.
Mobile traffic – It refers to the traffic that is increased only from people who are using mobile.
It includes traffic that is generated from social media applications, website, etc. this shows that
how many people have visited the website by using mobile. It helps in evaluating the goals and
objectives that is set in marketing campaign (Grishikashvili, Dibb, and Meadows, 2014).
Tesco has developed their own mobile application. Thus, they monitor the traffic by taking the
help of this tool.
Conversion rate on top visited site page – It is similar to conversion rate but in this a particular
page is been analysed. In this data and information of each page is analysed so that highest
conversion rate of page is determined. It is more important than conversion rate as it shows at
what page customer has viewed the most. For example – many visitors just view the pricing page
in order to compare the price of product. So usually this page will have the highest conversion
rate. In this measures are taken to persuade customers to convert. It is beneficial if pricing page
have the highest conversion rate so that suggestion can be given to sales team on how to convert
those customers.
From the above it can be concluded that Tesco marketing campaign is effective but
requires some improvements it. Tesco is able to create awareness about its products and services
in the market. Company has created global awareness in the mind of customers. Also, it has done
improvements in website that has made it easy for customers to buy product. It can be observed
that organisation sales has increased due to development of website. It has made it easy for
people to shop anytime, anywhere (Esteves, Piedade and Pereira, 2017). This is the major
advantage that tesco has got. But in order to compete in the market for long term and to sustain

it is necessary that marketing goals and objectives are achieved. For this they need to enhance
their KPI so that marketing can be done in effective way. It will help in attracting more people
thus leading to sales. By measuring strategy with performance metrics it has helped tesco to
identify weak areas. They are able to improve those by taking appropriate measures. It has also
enabled them to target market and customer from where conversion rate is highest. Moreover, it
has identified their key performance indicators. They are working on them to strengthen those.
RECOMMENDATIONS:
It is important that Tesco follows several recommendations so that it can improve their
marketing campaign. It will help in getting positive results. These recommendations are
explained below :-
 tesco can also develop marketing strategies for different markets. This can be done by
analysing the needs of people. The needs can be identified by collecting data from
website and social media. It will help tesco to develop effective marketing campaign.
 tesco developed markets via digitally with the help of social media, advertisements, it
must focus on conversion , not just lead so that organisation have more opportunity to
capture the market in retail (Teixeira and Jorge, 2018). Social media helps to create
successful market in retail industry . It helps fort effecting use of market so customer
implemented its product and service
 TESCO set the stage for long – term value to consider market strategy decision . It create
a blog and produce content for its customer . Its affected that the productivity increases
and costumer is more focused on its products .it is idea that planed for growth and
understand for how a tool will make plan a reality.
 To create a blog and apply for markets it helps for creating valuable and engaging
content that focuses on telling stories and solving problems . Effective blog posts gives
different market that apparently effectively use for the market structure. It is a easy way
to capturing market on social media that have to build the market in TESCO
 using social media helps to share content and further engage target audience . It helps
for target social media for effecting sealing in product (Heinze, Fletcher and Cruz,

2016). It helps that the continuity for effective used that have to appropriate market
structure for effectively used by they social media .
 people mostly using app so it better that advertising on app its focused by they
customer that helps to improves market in social media . It helps for effective markets
capture for business in retail . Effective people that have to appropriate the market
related selection that have to resolve the variable things for effective business in market
related retail system. It helps to learn about the habits , customer read, what they watch
and more effective research that effective use of business
 it creating the ultimate buys for the customer mean their online and mobile shopping
experience . Today day shopping is very easy because of technology , effective use of
technology give effective result on digital market . It is very important that different
brand must make differer brand guideline TESCO takes this term and implements its
relating business (Lobstein and Jernigan, 2017). They smoother buying journey , the
higher the like hood of a conversion .
CONCLUSION:
This report concludes that digital tools and equipments has provided a simple way to
business to advertise their products. It has changed the traditional way of marketing. The tools
that is used are developed has helped in expanding the range of digital marketing campaigns.
Electronic media has connected people from all around the world. It has also connected
organisation with people. This has enabled in easily communicating with them. Apart from
marketing activities performed by tesco, they have implemented digital tools in order to manage
and control marketing strategies. It will help tesco to take effective measures in order to improve
their digital marketing campaign. It is analysed that there are many ways through which tesco
can attract large of customers. It will help in increasing sales and profits.

REFERENCES:
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