Digital Marketing & Social Media Project

Introduction

Understanding the market share for growing sales is crucial business in any business. The company Tesco is not an exception in this case. The renowned and world-known retail organization Tesco is not an exception in this case. That is the reason, the company is intending to enhance digital marketing planning and also reduce the gaps in terms of the challenges identified in assignment 1. The report will subsequently deal with the approach with various frameworks including RACE, 5S, and 3M related to digital marketing for reducing the challenges. The smart communication approach has also been concentrated in this assignment to reduce unwanted challenges. The detailed action along with the controlling measurement has also been majorly concentrated by developing the contingency plan along with the controlling and monitoring chart.

Stages of digital marketing plan

Objectives

Objectives of a digital marketing plan based on Assessment 1

With the help of assignment 1, it has been identified that one of the renowned British multinational retail companies, Tesco, has huge opportunities in developing a digital marketing plan. Analysis of Assessment 1 has marked that the company Tesco has a strong presence in the online platform through its official website. Moreover, it has exceeded the visitors and the bounce rate of 29.6 million and 41.41% if it is compared with its greatest competitor Sainsbury. However, the company has also confronted some challenges from the perspective of customer retention and visiting the website. The analysis also identifies that the website of Tesco has a low rate of customer retention and at the same time, it is facing problems due to the poor duration of visiting the same website. Therefore, the difficulties of a low conversion rate can come into the picture in the future (McDowell, Wilson and Kile, 2016). Thus, customer engagement would be a great challenge in front of the company Tesco.

Commercial objectives and SMART communication

Based on the identified gaps regarding the digital marketing plan of Tesco, the SMART approach has been developed through Table 1, which will help organising and also accomplish the goals in a superior manner. The smart objectives for approaching the digital marketing campaign for Tesco have been laid out by aligning the RACE framework and 5S (the components shown in Figure 1) in digital marketing (Dwivedi et al., 2021). RACE framework analysis on Tesco’s perspective in assessment 1 has identified that the company is currently intending on converting online followers into online shoppers. Therefore Tesco needs to incorporate the approaches regarding customer acquisition and retention targets along with website stickiness and visit duration has been taken into account as per the 5S objectives.

Figure 1: 5S in Digital Marketing

(Source: Dwivedi et al., 2021)

Table 1: SMART Objectives

(Source: Self-development)

Strategy

TOPPP SITE Approach to analyse the digital marketing strategy

The company Tesco can concentrate on strategic components derived from TOPPP SITE approaches which can decrease the challenges of the company related to their website and roll out the new digital marketing plan.

Target markets

From the beginning, Tesco has offered a huge range of services and products in various markets, which cannot be segmented based on psychographic and demographic factors. Therefore, the target market is multi-positioning. It is most important for the company to mark the organic keywords related to their target customers (Chaffey, 2010). Tesco can also expand its target markets through the internet search history of its potential customers. To understand the needs of customers, a buyer personality has been developed in this regard. Apart from that, the company also needs to analyse the competitor of Tesco and its biggest rival company Sainsbury.

Table 2: Buyer Persona of Tesco

(Source: Self-made)

Competitor analysis is another important aspect in the target market as it will assess how the products and services fit into a particular market (Hatzijordanou, Bohn and Terzidis, 2019). It will ultimately help to gain more traction on the company websites. In this specific analysis, the Similarweb tool has been utilised to compare Tesco and Sainsbury.

Figure 2: The Website Rankings and Visitors of Tesco through Similar Web

(Source: similarweb.com, 2023)

Figure 3: The Website Rankings and Visitors of Sainsbury through Similar Web

(Source: similarweb.com, 2023)

From the above analysis, it can be determined that both the company Tesco and Sainsbury have a nominal Bounce rate. A bounce rate below 40% is considered superior (Poulos, Korfiatis and Papavlassopoulos, 2020). In this particular case, Tesco needs to decrease the bounce rate by consolidating the information so that the customers can access the information on a single page. There is an advantage in the perspective of local visits for the company Tesco compared to Sainsbury. However, the company Tesco has lacked in the page per visit compared to its competitors. Therefore it is most important for Tesco to create a great advantage in terms of the user experience. The buyer persona has also evaluated that the potential customers want to purchase sustainable products mostly from online platforms. Therefore it is most important for this company to increase the bounce rate and the page per visit.

Objectives

To identify the main objective of the company Tesco, the RACE Framework has been considered here, which can provide a low-cost opportunity to enhance digital marketing. RACE is the acronym for plan, reach, act, engage and convert (displayed in Figure 2) (Sestino et al., 2021).

Figure 4: RACE Framework

(Source: Sestino et al., 2021)

Plan: The company plans to increase website page visitors. In addition, they are also focused to enhance customer retention.

Reach: Though the customer reach of Tesco has gone up to 30 million, the company currently wants to expand and attract more customers.

Act: The company can utilise paid media to drive efficient traffic to the websites. In addition, search engine optimization (SEO) is another option for advertising the funnel traffic in the search engine to the websites (Smart Insights, 2016).

Convert: The e-commerce platform must be uplifted in this regard. Capitalism in marketing investment through automation and online sales can be taken into account (Chaffey, 2022).

Therefore, the overall objective of this approach in the context of Tesco is to convert the low rate of customer retention to a high rate of customer retention and also increase the website visit time of customers.

Positioning

The primary aim of positioning is to engage the audience. A 6C Framework has been considered to provide more information about the products and services of Tesco through digital marketing.

Figure 5: 6C Framework

(Source: Bleier, Harmeling and Palmatier, 2018)

In this case, the company can implement the trade show, forum and active blogs, and local events that will help engage the customer through active interaction. In addition to that, it will also help Tesco to spread rich content about the company’s products (Bleier, Harmeling and Palmatier, 2018). In addition to that, Tesco can also focus on social media groups for better engagement of customers and also for community development.

Process strategy

The main purpose of determining this marketing strategy is to increase the number of visitors to the website of the company Tesco and also decrease the low rate of customer retention. In this case, the strategy will concentrate on enhancing the design and cultivating the email list. The excellent visuals on the website pages will attract customers to visit and excavate more information into it (Bleier, Harmeling and Palmatier, 2018). In this particular case, the company needs to levy on the automation and IoT infrastructure as it facilitates by connecting the data, devices, insights, and also the personal marketing strategies for improving the customer experience. On top of that, cultivating an email list will help the company administration in email marketing, which is more important to show its presence. In this case, the customer interaction will be increased.

Partnership

The partnership is another important aspect in this regard, as it will help Tesco to accomplish its key objectives and increase sales. Tesco can take account of the strategic alliance with the collaboration of other third-party business companies who are also promoting their products and services through digital marketing channels. In this way, both companies can add benefits to their accounts (Lemon and Verhoef, 2016).

Sequence: Tesco must have to utilize the testimonials of their existing customers in order to build the credibility and trust of future customers.

Integration: Communication tools play a crucial part in the aspect of integration. Tesco can utilize the tools like social media platforms such as Facebook and Twitter.

Tactical tools: Different kinds of channels in terms of priority tools such as Search Engine Optimisation and social media marketing can be the based option for Tesco.

Engagement: The customer loyalty ladder has classified customers depending on business engagement. It will identify the communication process between the company and customers that can ultimately increase customer loyalty (Ameen et al., 2021).

Tactics

Identify and discuss the digital marketing tools or media channels

Search Engine Optimisation (SEO) along with social media marketing has been considered in the case of Tesco. The RACE approach has been identified that Tesco needs to increase page visitors and also customer retention. That is why the company needs to concentrate on selling information to maintain the 5S objectives of digital marketing. In addition to that, the company must extend the customer satisfaction target through serving.

In this particular situation, SEO techniques can help in customer retention by optimising and enhancing the customer experience (Tsuei et al., 2018). Apart from that, the company Tesco should link its website with social media platforms in order to drive organic traffic. It also has the ability to identifies to all the page visitors for entering the website in order to access more content.

Actions

The resource is another important to accomplish the tactics defined in the tactic section of this report. In this particular case, the 3M approaches derive the components, such as human resources, budget, and time cycles, which are most important to fulfill the goals. The company Tesco must have to establish its information technology department by consulting the leading Technology firms. The SEO expert will improve the website’s visibility in the search engine. Moreover, they will also audit the pages (Chaffey and Patron, 2012). The budget is varied from country to country. It will require approximately $ 2500 to $ 500 for every month. It will take average 6 to 12 months to bring the results. The linkage of social media and company websites is another important aspect in this regard. The social media linkage with the website will grow the followers in terms of customers. The social media professional can be a great resource in this regard who can help to present the social media platform in front of the customer. Approximately 5000$ is the average estimation for accomplishing this goal. It will take approximately 2 or 3 days to complete.

Control

For achieving the objective earlier, the controlling and monitoring chart has been displayed below.

Table 3: Controlling and Monitoring Chart

(Source: Self-implemented)

Contingency plan and its budget

In the implementation of a digital marketing plan for Tesco, the contingency plan will be beneficial in order to avoid chaos and planning for resolving the unpredictable situation. The below table is showing unwanted events, ownership of the contingency plan, and the budget has been given below. In addition, a stakeholder map has been drawn that will help to identify the people who are going to influence the project.

Table 4: Contingency Plan of Digital Marketing and Budget

(Source: Self-implemented)

The stakeholder map

Figure 6: The stakeholder Map

(Source: Self-implemented)

Conclusion

The implementation of digital marketing along with identification of the website challenges such as four retentions of the customers along with the fragile duration time. This is because it can decrease the number of customers and sales are reduced. In this present assignment, the challenges that are identified in regard to Tesco through assessment 1 have been analysed in depth in this regard. The assignment has identified a possible solution to remove all the challenges. The company Tesco needs to prepare a robust IT development team for implementing the series of changes in this specific assignment.

Reference list

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