the tar (bitumen) will doubtless have been applied in an attempt to cover up the damp.
You have a source of water.
You need to find out what it is, and correct it (not try to cover it up)
Popular sources, depending on age of house, are:
leaking water pipes
broken drains
earth or paving piled up against ther side of the house
dripping gutters or puddles wetting the base of the wall
condensation due to excess humidity AND insufficient ventilation
very much less common are
streams
high water table
houses built on old ponds
figments of the imagination are:
rising damp
Can you post some photos of the who wall please, inside and out, all the way from gutter to paving, showing all drains, pipes, gullies and manholes
And a plan diagram that includes the position of the outdoor stopcock (usually next to where the front gate used to be when the house was built) and the inside stopcock (usually underneath where the kitchen sink used to be when the house was built).
How old is the house?