Tesco's Digital Marketing: Promotion Mix, Advantages, and Plan

This report provides a comprehensive analysis of Tesco's digital marketing strategy, focusing on the promotion mix and various digital communication channels. It begins with a theoretical definition of digital marketing and its role in connecting companies with consumers through online platfor...Read More

Practical Digital Marketing

Table of content
• Introduction
• Theoretical definition of Digital Marketing
• Communication (Promotion Mix)
• Digital Marketing fits within the Communication Mix
• Discussing advantages and disadvantages of Digital Marketing
• Recommendations
• References

Introduction
Digital marketing includes the promotion of various brands and companies using
different online and digital platforms. These involves multimedia messages, web
based advertising, social media and emails. In this report, Tesco is chosen as the
organisation. It is a supermarket chain based in British founded in 1919 and
headquartered in Welwyn Garden City, United Kingdom. In this report, it involves
explanation of the digital marketing concept with promotion mix. In addition to that
it includes advantages and disadvantages of the Digital Marketing with
recommendations.

Theoretical definition of Digital Marketing
Digital Marketing basically involves the promotion of companies
and brands for the purpose to connect with the end consumers
with the use of various forms of digital communication. In today’s
scenario, digital marketing has become a significant concept and it
also helps in reaching a wider audience and also helps in providing
various types of advantages. The various features of digital
marketing involves a broader geographic reach and helps in
growing the company’s market reach. This concept not only helps
in reaching wider audience but is far better than the concept of
traditional marketing.

Communication (Promotion Mix)
Even though the companies spend a huge amount of money and
there are various forms of media channels that are used by a
organisation which includes different types of marketing
communications. In context to Tesco, the organisation uses
SOSTAC model as its digital marketing model. In this model, the
company in order to successfully organise a digital marketing plan
firstly understand the situations of the organisations .The various
types of marketing communication includes:

Digital Marketing fits within the
Communication Mix
The process of digital marketing involves connection of the
companies, services and products with the customers through the
use of digital platforms. By connecting the companies and brands
with the customers through digital medium, it becomes more easy
for the customers to fulfil their needs and demands with just one
click. The digital marketing fits very well within the concept of
promotion or communication mix as it uses various mediums such
as social networks that includes the various platforms like Face
Book, Twitter, Instagram etc. Digital marketing basically involves
the publicity of services, products and facilities of a particular
brand or company with the support of various digital marketing

Moreover, the digital marketing involves platforms which includes
online content that is widely enjoyed by the customers and also
helps in building closer relationship with the customer. In order for
Tesco to build a strong digital communication across the world
there are some of the strategies that need to followed by the
brand. For the organisation to improve its digital communication
strategies in the coming five years and to build a strong brand
image need to consider following recommendations:

Discussing advantages and disadvantages of
Digital Marketing
There are various advantages well as disadvantages that the
organization has to consider when developing its marketing
strategy. It allows an organization to take various factors into
account in order have effective marketing operations. Given below
are various advantage and disadvantages if digital marking in
context to Tesco:

Recommendations
From the above report it is recommended that the organization
should focuses on social media marking in order to enhance its
marking operations. In addition to this, social media marking will
help provide essential support to the business of Tesco as it will
allow in developing a positive engagement with its customers.
Moreover, social media marking has high trend which will be
beneficial relative to future marking operations.

References
REFERENCES
Books and Journals
• Abdullah, M. M. H. H., 2020. The impact of digital marketing communication on
brand awareness and purchase intention: does customer engagement mediate
the relationship between brand awareness and purchase intention?. International
Journal of Islamic Marketing and Branding, 5(4), pp.288-299.
• Afrilia, A. M. and Ikasari, P. N., 2019. Pemanfaatan Digital Marketing bagi Usaha
Mikro, Kecil, dan Menengah (UMKM) Sentra Mainan Anak Kampung di
Kelurahan Jurangombo, Magelang. Swadaya: Indonesian Journal of Community
Empowerment, 1(03), pp.163-170.
• Juska, J. M., 2021. Integrated marketing communication: advertising and
promotion in a digital world. Routledge.
• Kirmond, L., 2020. Localization Strategy for Business-to-Business Digital
Marketing with a Focus on Industrial Metrology. In Digital and Social Media
Marketing (pp. 293-297). Springer, Cham.
• Ricci, S., 2020. Digital marketing and virtual vocal assistants: analysis of the
potential impact of VAs on consumer's choices.
• Tairov, I. L., 2018. Digital marketing-way to success in tourism industry.
In Экономика и маркетинг в XXI веке: проблемы, опыт, перспективы (pp. 331-
335).
• Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
• Özoğlu, B. and Topal, A., 2020. Digital marketing strategies and business trends