Digital Marketing: Types of Marketing Channels and Communication Objectives

This report discusses different types of marketing channels and how they serve communication objectives in digital marketing. It focuses on L'Oreal as a case study and explores the design of communication objectives, the justification for the selection and integration of communications, the development of a marketing communication plan, the determination of measurement techniques and performance metrics, and the set of actions to improve performance in digital marketing.

Digital marketing

INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Evaluate different types of marketing channels and how they serve communication objectives
within an organisational context.......................................................................................................3
TASK 2....................................................................................................................................................4
P2 Design communication objectives for a given organisational situation........................................4
P3 Provide justifications for the selection and integration of communications.................................5
TASK 3....................................................................................................................................................5
P4 Marketing communication plan that effectively meet communication objectives ......................5
TASK 4....................................................................................................................................................6
P5 Determine and evaluate the measurement techniques and performance metrics in digital
marketing...........................................................................................................................................6
P6 Set of action to improve performance in digital marketing..........................................................6
CONCLUSION.........................................................................................................................................8
REFRENCES............................................................................................................................................9

INTRODUCTION
Digital marketing is the term which is used for the promotion of products or brands
with the help of electronic media (Chaffey and Ellis-Chadwick, 2019). As marketing is
essential for the corporations so that maximum number of consumers can aware about the
products and services of organisation. In digital marketing promotion can be done through
internet, television, social media, smart phones etc. To better understand this concept L’Oreal
has been chosen which is a French personal care company. This report discuss about various
topics such as: different types of marketing channels, justifications for the selection &
integration of communications and to develop marketing communication plan. Apart from
this it also discuss about to present a set of actions to improve performance in digital
marketing.
TASK 1
P1 Evaluate different types of marketing channels and how they serve communication
objectives within an organisational context
Marketing is an activity which is used by the organisation in order to communicate its
products and services to a large number of persons so that consumers can know about the
products. It is a promotional tool which is helpful to maximize the sales of business. As the
marketing channel is a means of reaching consumers with products & services. It involves the
procedure of selling to clients & also delivering the goods. As L’Oreal is a multinational
company and it uses different types of marketing channels in the countries in which they
operate and conduct the business activities and it provide help to serve communication
objectives which is beneficial for the corporation to achieve its objectives (Ryan, 2016).
There are different types of marketing channels which are used by organisation such as:
Retail: Distributing products & services through locations which company own &
operate the business activities and it is helpful for L’Oreal to serve communication objectives
so that reach of products can be maximize.
Retail partners: As L’Oreal has various retail partners and company sell its products
to the retailers so that its sale can be increase and organisation will earn higher profits.

Direct marketing: It is a marketing technique which is helpful to create direct
relationship with the consumers and it involves ecommerce and L’Oreal sell its products
through it. As a result products has wider reach in the market which fulfil the communication
objectives.
Agents or brokers: These are the persons who help the organisation to sell its products to the
consumers (Kannan, 2017). As L’Oreal has agent which is responsible to increase the sales
of company so that communication objectives can be accomplish that is products will be
available to maximum consumers and it involves wholesalers, retailers etc.
So L’Oreal is using different types of marketing channels which serve communication
objectives within the corporation and help the company to increase its sells in order to
enhance the profitability.
TASK 2
P2 Design communication objectives for a given organisational situation
Communication is a tool which is useful to communicate the information and data to
the clients so that they can know the things which is communicated by the organisation. It is a
strategy which is used by firms in order to maximise the sales so that it can generate higher
profits and can sustain in the market for a long term (Stephen, 2016). As L’Oreal design its
communication objectives with the main purpose to satisfy the needs of consumers so that
company can earn more revenue which is helpful to take competitive advantage in the market
and brand value will also be increase. To communicate with the consumers organisation is
emphasis towards digital marketing and its tools such as: Facebook, Instagram, Twitter,
websites etc. These tool have wider reach in other nations also and it is cost effective also as
compare to other techniques.
To achieve the communication objective the head of digital marketing of L’Oreal is
responsible to make effective strategies and plan and introduce a marketing campaign which
is helpful for the corporation to achieve its objectives. As L’Oreal is an international brand
and it performs the business operations at various nations across the globe so it is important
for it to communicate the products and services to the consumers and tap those areas which
are untouched by the firm so that sales of firm will increase will leads to maximize the profits

(Stephen, 2016). So it is important for the organisation to make appropriate plans and policies
which is helpful to design communication objective so corporation can increase its market
share as well as profits.
P3 Provide justifications for the selection and integration of communications
Integrated marketing communication is an approach which is used by the company’s
brand & coordinate its communication efforts. It is an comprehensive plan which analyse the
strategic roles of distinct communication disciplines & it is useful to develops clarity,
consistency & higher influence of communication. The primary motive is to develops a better
experience for clients across distinct prospective of marketing mix (Järvinen and Karjaluoto,
2015). As the marketing communication mix involves: sales promotion, sponsorship,
advertising, direct marketing, social media, merchandising etc.
As the digital marketing head of L’Oreal is responsible to integrate all these
communication tools which are useful in the promotion and help the organisation to capture
higher market share so that it can earn more profits. It is important for the company to make
an effective communication system which is helpful to attract more number of consumers and
they can aware about the products and services of the corporation (Taiminen and Karjaluoto,
2015). There are various communication tools are used by the firm but it giving more
emphasis towards digital marketing because it has a wider reach and it is more convenient so
that maximum number of consumers will know the brand and its product line and can select
the products as per their need. So integration of communication has been selected by the
corporation so that products can available to all consumers who want to buy and take the
benefit of quality products of the company. It will help the organisation to achieve its
objectives and earn higher profits which help the firm to sustain for a long term in the market.
TASK 3
P4 Marketing communication plan that effectively meet communication objectives
Marketing communication is important for an organisation to improve their within
marketing as well as also for increasing sales and profit maximisation (Visser, Sikkenga and
Berry, 2018). Along with this, respective plan is necessary for interaction with customers and
fulfilling their needs. L’Oreal can use Omni-Channel marketing method as well as strategy
for meeting their customers where they are because in this personalise communication
channel or device will be use. In simple term company engage with their customers in variety

of manner including mobile apps, physical and virtual catalogs, social media, physical stores,
online or websites etc.. Apart from this, customers also use landlines, smart phones as well
as tablets for searching products, access services and purchasing. Thus, people can interact
through L’Oreal by making use of app through desktop computers, tablets and laptops.
L’Oreal has to use Social media for doing marketing of their products and services. It
is the best tool for communicating information about products and services to existing as well
as potential customers (Yasmin, Tasneem and Fatema, 2015). Social media is the part of
digital technology and now a day’s people are addicted towards it for instance, FaceBook,
Instagram, Twitter, LinkedIn and so on.
TASK 4
P5 Determine and evaluate the measurement techniques and performance metrics in digital
marketing
Digital marketing metrics as well as KPI’s are values which utilise by marketing team
for measuring or tracking performance of marketing campaigns. Although, digital marketing
team of L’Oreal utilise numerous tools for promoting their products and services or also for
tracking purpose (Karjaluoto, Mustonen and Ulkuniemi, 2015). Moreover, through making
particular digital marketing KPI it become easy to determine targets, goals and measures
performance which is based on those values. There are some top KPIs for modern digital
marketers which are data driven such as: Web traffic source, brand awareness, cost per lead,
websites traffic leads, returning visitors, online conversion rates, lead conversion rates,
customers lifetime value, click thru rate etc..
Thus, with the assistance of all these LOreal can grab customers easily from market
area as well as convert them loyal towards company (Chaffey and Smith, 2017). Through this,
it become easy to directly communicate with customers and solve their issues within required
time period.
P6 Set of action to improve performance in digital marketing
There are proper steps for improving performance of L’Oreal in digital marketing.
Explanation of these are as follows :-

 Review and revamp digital marketing strategy – It is important for L’Oreal to check
back their strategy and identify thing need to enhance, improve or replace for getting
better result in present as well as future. Form digital marketing team – For doing digital marketing there is requirement of
setting up proper team by engaging different skills people together such as storyteller,
content curator, data manager, social media manager , customer service Liaison and
so on. Go social, mobile and local on digital marketing strategy – Include social media
channels like Facebook, Instagram, LinkedIn, Twitter and so on within digital
marketing strategy (Dodson ,2016). Along with this, mobile app also because these
are the best way for providing information related to products because now a days
each and every individual person use mobile app as well as social media app. Implement multiple channel digital marketing campaign – For result maximisation
it is necessary to learn implementing multi-channel digital marketing strategy for
getting more effective results as well as for getting favourable results from targeted
customers (Saura, Palos-Sánchez and Cerdá Suárez, 2017). Diversify digital marketing strategy – L’Oreal have to successfully generate targeted
customers contact or have to engage through online channel. Because utilisation of
this will give better chances of generating results and accomplishing objectives. Develop an Epic Content creation Strategy – It is important to use epic content for
creation of marketing strategy so that targeted audience can get attracted towards
organisation. Enhance content through Video, images and links – For attractive content company
have to include videos, images as well as other link within it because this can easily
grab attention of people (Crittenden and Crittenden, 2015).
 Adopt a continuous improvement mindset – In the end, continuous improvement
must be implemented for getting better future results.
There are several opportunities as well as challenges of digital environment explanation of
these are as follows :-
Opportunities Challenges

There are several opportunities of digital
environment for Company as it help them in
conducting marketing of their products as
well as services within more effective
manner. Along with this, it include several
pictures and images with the assistance of
digital technology which result in grabbing
attention of more and more people.
There are several challenges which an
organisation face because of digital
environment such as employees pushback,
lack of expertise to lead digitalisation
initiavties, organisational structure, limited
budget and many more.
Digital environment have positive impact on the working of company as it help them
in doing advertisment within more effective manner. By using digital tools as well as
techniques company will be able to increase their customer base at large level.
CONCLUSION
From the above discussion it has been concluded that, digital marketing is increasing
now a days and every organisation is using such tool like Facebook, Instagram, Twitter,
LinkedIn and so on for promoting their products within market area. L’Oreal is cosmetic
industry organisation which also use digital marketing tool for promoting their products at
worldwide level. Along with this, there is several marketing channel use by respective
company for selling their products at global level. In addition to this, L’Oreal design their
communication plan for reaching customers and fulfilling their needs and wants in effective
manner. In the there is requirement of some actions to improve performance in digital
marketing.

REFRENCES
Books and Journal
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
Visser, M., Sikkenga, B. and Berry, M., 2018. Digital Marketing Fundamentals: From
Strategy to ROI. Noordhoff Uitgevers BV.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science
and Business Administration, 1(5), pp.69-80.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in
industrial marketing communications. Journal of Business & Industrial
Marketing, 30(6), pp.703-710.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.
Crittenden, V. and Crittenden, W., 2015. Digital and social media marketing in business
education: Implications for the marketing curriculum.