M2 In this assignment I will be analysing the marketing opportunities and challenges faced by Tesco when using Internet marketing. Individualised communication/Building Relationship Tesco use direct marketing for example emails to build and maintain a good relationships with their existing customers or new customers. The emails are to update their customers on new products or services that Tesco are offering. They, offer deals and promotions to existing customers to increase repeat purchases. The use of Tesco's website is to access people's data such as their names, address, preferences and phone numbers. This is all to put into Tesco's database which is used to filter them and send appropriate emails, letters, leaflets to the appropriate and specific people. Customers are allowed to rate their experiences on Tesco …show more content…
This may lead consumers or customers to unsubscribe to Tesco newsletter. Which could lead Tesco to lose out of a lot of customers because customers or consumers have unsubscribe to Tesco's newsletter. On the other hand, customers would continuously send the emails straight to junk mail without even looking at them. This is a problem for Tesco because this is a waste of their time and a waste of money as they aren't being effective. To overcome this problem, Tesco could send less frequent emails and maybe have a routine or set days they get sent e.g. every 2 weeks a subscribed email gets sent instead of every week. This could be a challenge for Tesco because reducing the amount of emails they send, could decrease their sales because less customers would be aware of the sales, promotions and updates of products. Also, it can be hard for Tesco's to understand if customers are still reading the emails or just deleting them straight