This report provides a comprehensive analysis of digital marketing, contrasting it with traditional offline marketing and highlighting consumer trends driving its growth. It examines digital tools and platforms, comparing them to physical channels, and explores the development of multi-channel and omnichannel marketing strategies. The report further delves into performance measurement metrics and techniques, offering recommendations for improvement. A case study of Tesco illustrates the practical application of digital marketing strategies and their impact on e-commerce growth, covering topics such as customer relationship management, online advertising, and the challenges and opportunities in the digital landscape. The report concludes with insights into creating a coherent digital marketing strategy and its implications for businesses.
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