Digital Marketing Strategy for Tesco

DIGITAL MARKETING STRATEGY
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Executive Summary
Tesco is a large retailer in the U.K. that has different branches all over the world. Tesco offers a wide range of products to customers. The paper focuses on the digital marketing strategies of Tesco in Sheffield. The existing digital marketing channels of Tesco include social media marketing, television advertisements, Tesco website, and email marketing. The company emphasizes social media marketing because it is the best way for a company to share its product knowledge with a large audience. Tesco's most effective digital marketing channels are Facebook, Instagram, and LinkedIn. Social media is a company's main digital marketing source because it helps to gain more people's attention. Tesco provides complete knowledge of its products and features on social media so that people can get the products as per their needs and demands. Tesco must provide focus on its website to attract more visitors. The website's best customer support will help Tesco to share complete knowledge with the people.
Table of Contents 1. Introduction. 4 2. Critique of Current Digital Marketing Strategy. 4 2.1 Branding. 6 2.2 Interactivity. 6 2.3 Visual Communication. 7 3. Proposed Digital Marketing Strategy. 9 3.1 Maslow Hierarchy of Needs. 9 3.2 Customer-Led Positioning. 10 3.3 4Ps of Marketing. 10 3.4 Recommendations. 12 4. Conclusion. 13 5. References. 14
Digital Marketing Strategy
1. Introduction
The trend of digital marketing strategy is increasing rapidly because it helps to gain the attention of more customers. Digital marketing is an effective tool for companies to increase awareness of their products. The paper has discussed detailed information about the digital marketing strategy for real-life SMEs in Sheffield. Tesco has been selected for the paper because it is a well-known SME in Sheffield. Tesco is a general merchandise and grocery retailer with its headquarters in England. It was founded in 1919 and has been involved in global expansion since 1990, along with operations in 11 different countries worldwide.
Tesco uses digital marketing strategies to increase customer retention and enhance sales. With help from organic search, the company attracts 31.5 million visitors yearly, and 14.4K visitors come from paid searches. Tesco's website has 22.7 million visitors monthly, which helps to enhance its sales. The retail store also used social media channels to market its products, such as Instagram and Facebook (Digitalscholar, 2022). Tesco has a separate Instagram account in each country that helps to provide more emphasis on the needs and demands of customers. Tesco is also involved in Google Ad strategies to get the attention of more traffic.
2. Critique of Current Digital Marketing Strategy
Tesco focuses on a low-price strategy to attract many customers. The company uses media and print advertising to forward messages to existing and potential customers. The main emphasis of Tesco is to provide promotional offers to the customers to retain and attract them. The online and physical stores of Tesco offer buy one get one offer to the people. The company also offers club cards for its loyal customers, who get some points and can redeem them for discounts and other perks (Xaif, 2022). Tesco charges affordable prices on its products and maintains the market leader position. During COVID-19, online shopping has increased because people avoid going to physical stores and purchasing products online. Tesco has changed its marketing strategy towards digital channels because social media is the best way for a company to promote its products to a large audience.
Tesco's digital marketing strategy helps the company target its customers by establishing a strong brand image. Tesco's products and services category are very large, and the company does not categorize its products based on psychographic and demographic factors. Tesco is involved in selling its products online and uses social media channels for marketing strategy. Tesco emphasizes online digital marketing of its products, which helps to increase the shopping experience for the customers.
The digital marketing plan of Tesco is merged with different offline marketing communications methods such as email and phone. A digital marketing plan helps a company to involve deeply in marketing communication and provide detailed knowledge about the qualities of its products. The website of Tesco is the best marketing strategy for customers that provides detailed knowledge about its products. Tesco's website is optimized for search engines and has an authority score of 75. 31.5 million visitors visit the Tesco website through organic search, and 14.4K visitors arrive from paid search. Tesco is also available on social media channels such as Instagram and Facebook to market its products. Social media is the best way for Tesco to share the awareness of its brands with a large number of people in Sheffield. Tesco has created different accounts on Facebook and Instagram from different countries in which it operates.
The target audience of Tesco includes people who provide more value to variety, are interested in increasing sales, and are cost conscious. Tesco is a low-cost retailer with a high sales volume due to effective digital marketing strategies. Digital marketing strategy helps Tesco increase its position in the industry because it provides complete knowledge about low-cost offers and premium products. Tesco has created food love stories during COVID-19, which improves the emotional and social component of eating and gains the attention of several people (Ghosh, 2018). Digital marketing helped a company to bring together people during a pandemic. At the time of the shutdown, Tesco released multiple digital marketing advertisements and tried to gain the attention of lockdown victims. The company created YouTube content for people that helps describe its products' quality.
Digital marketing is more attractive than conventional marketing because it helps in mass distribution and customization to accomplish goals. The merger of technology and the use of advanced devices helps open new ways for companies to market their products using the internet. Digital marketing is more interactive, measurable, user-centered, and ubiquitous. The digital marketing of Tesco in Sheffield provides more potential for its brands. The benefits which Tesco gets from its digital marketing strategy are as follows:
2.1 Branding
Tesco used 2.0 services and platforms to establish a strong brand image in Sheffield. Tesco uses internet technology to update its brands on the internet constantly, and it also helps in more availability. The digital marketing of Tesco also provides links to the people so that they can visit a company's products with the help of its website.
2.2 Interactivity
Internet technology helps to maintain a strong relationship between a company and its customers. Tesco used social media channels for marketing its products in Sheffield. Several people in the underlying country use social media channels such as Facebook, Instagram, LinkedIn, etc. By using social media marketing of its brands, Tesco can increase the awareness of customers regarding its products (Devim, n.d). Customers can also provide positive feedback about the products to others and refer others to use the brands of Tesco. Social media marketing is the best way for Tesco to enhance its sales and become competitive in the industry.
2.3 Visual Communication
Digital marketing helps Tesco to provide marketing of its brands by using video and audio-based tools. It is the best way for a company to attract more people because video and audio content is essential to provide complete awareness about the brand. Tesco is also involved in the segmentation and customization of brands to provide attractive marketing.
Tesco is the largest digital advertising network with over 100 out-of-home digital screens, and Tesco emphasizes smart screen networks to schedule advertising. Digital marketing of Tesco helps to change customers' shopping experience because it provides complete benefits about its products. Tesco presents its products in a positive way in front of customers to gain their attention (Harvard.edu, 2016).
Tesco used social media channels to brand its products, which helped emotionally gain customers' attention. Social media advertising helps Tesco to increase its sales and involve the engagement of customers. Tesco launched a campaign on social media channels, 'Prices that take you back.' The campaign provides exclusive discounts to customers. Through social media channels and television advertising, Tesco approaches many customers for the underlying campaign. The main purpose behind social media marketing is to engage more audiences so that Tesco can deliver its message to the entire country. Marketing through social media channels helps Tesco to be involved in social listening, which helps to analyze customers' demands, and a company can create a comparison between the demands of customers and the brands offered by the company.
Tesco is involved in the digital marketing activities of its brands by using different social media channels such as Instagram, Twitter, Snapchat, and Facebook. The company used these platforms for organic and paid activities. In each social media platform, Tesco is involved in the creative marketing of its brand to attract more customers. Each year, Tesco runs different campaigns to deliver the products at a lower cost. The company uses social media channels for marketing its campaigns (Reporters et al., 2020). Each year, Tesco sold out more than the targeted goals because the campaigns gained more people's attention through social media channels. Social media marketing of Tesco increases the positive perception of customers towards its products, which also improves the value of money. In the year 2020, Tesco also got an award for best digital marketing activities on social media.
Tesco also runs different price-focused campaigns on social media channels in which the company sells its brands at lower prices. The underlying campaigns are more creative and create the strong brand building. Tesco gets awards for strong sponsorships and is also involved in partner marketing by collaborating with Thames TV and ITV. Tesco used a mobile site to enhance its digital marketing strategy. The mobile site is the advanced digital strategy of Tesco that helps customers easily launch the Tesco grocery smartphone app. Tesco also offers customers to use bar code scanning in which customers need...