Digital Marketing

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Environmental analysis of L'Oreal digital presence, opportunities, challenges and impact
digital environment in cosmetic industry...............................................................................1
TASK 2............................................................................................................................................4
Critical assessment of business of L’Oreal by comparing digital presence to stores presence.
................................................................................................................................................4
TASK 3............................................................................................................................................7
Plan for organisation of digital marketing activities for supporting initiatives of L’Oreal for
building multi channel capabilities in luxury and active cosmetics division.........................7
TASK 4............................................................................................................................................9
Key methods for evaluation, monitoring and measuring effectiveness of digital marketing.9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing refers to products or services marketing with usage of digital
technologies mainly internet, smart phones, advertisements and other digital mediums. It
includes promotion of brands or products with usage of different electronic mediums (Chaffey
and Ellis-Chadwick, 2019). Digital marketers display things such as what is being seen, how
long it will take, conversions in sale, which content is working and which is not working and
many others. In this report, L'Oreal is taken into consideration. It is a French personal care
organisation which is headquartered in Clichy, France. It is a cosmetic industry which provides
services world-wide. They are magnifying their digital leadership in all dimensions which
includes marketing leadership, e-commerce leadership and beauty tech leadership to have
competitive edge. Through the usage of e-commerce firm has passed around 2 billion euro mark
which illustrates around 8% group revenue. This report deals with opportunities, challenges and
impact of digital marketing on organisation, critical assessment of business with respect to digital
and store presence. A plan for organising digital marketing and at last methods is provided which
are used for evaluation of effectiveness.
TASK 1
Environmental analysis of L'Oreal digital presence, opportunities, challenges and impact digital
environment in cosmetic industry.
Digital marketing comprises of marketing efforts which uses internet or electronic
devices. Digital marketing can be characterized by usage of digital channels and tactics with
customers. There are different digital channels which includes social media, search engine, email
and websites by which organisation can connect with current and potential customers. These
tactics include search engine optimization (increase ranking of website), content marketing
(promotion and creation of content to generate traffic growth and brand awareness), social media
marketing (content is promoted on social media), pay-per-click (pay a publisher when they click
on ad) and there are many more (Chaffey and Patron, 2012). In context of L'Oreal, they have
opted to use digital marketing to increase their customer base and enhance their profitability. AS
in today's environment people have opted for digital environment. Environmental analysis of
L'Oreal can be analysed with usage of PESTLE analysis. It describes different political,
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