Digital Marketing Plan for Unilever: Opportunities, Challenges and Impact

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Overview of the digital marketing landscape and its comparison with offline marketing.........3
Opportunities of digital marketing..............................................................................................4
Challenges and impacts of digital marketing..............................................................................5
TASK 2............................................................................................................................................5
Digital tools, platforms and physical channels...........................................................................5
TASK 3............................................................................................................................................7
The opportunities and challenges of a digital hardware landscape ............................................7
Develop a digital marketing plan................................................................................................7
The use of omni-channel marketing to ensure the consistency of the consumer experience in
every aspect...............................................................................................................................10
TASK 4..........................................................................................................................................10
Monitoring and measuring digital marketing............................................................................10
Present a set of actions to improve performance in digital marketing......................................11
CONCLUSION..............................................................................................................................12
REFERENCES:.............................................................................................................................13

INTRODUCTION
Digital marketing is promotion of brands via online platforms. It helps to persuade the
customers to buy the products and services of the company (Chaffey and Ellis-Chadwick, 2019).
This report is based on Unilever, it is a British Multinational consumer goods organisation that
has headquarters in London. This report is based on digital marketing used by Unilever. In the
initial part of this report there is discussion related to digital marketing landscape and its
comparison with traditional marketing. The trends and insights of digital marketing are also
analysed. Afterwards the tools and hardware's used in digital marketing are mentioned in this
report. Multi channel digital marketing strategy is formulated in this report. The evaluation of
omni-channel marketing is discussed in this report. The measurement techniques and
performance matrices is part of this report. In the end of this report there there are actions that
will help to improve performance of digital marketing.
MAIN BODY
TASK 1
Overview of the digital marketing landscape and its comparison with offline marketing
Digital marketing can be defined as marketing by use of internet. Due change is trend
now it is time to digital marketing. It assist to persuade the customers so that they buy goods and
services of the organisation (Bala and Verma, 2018). Digital marketing includes social media
marketing, content marketing, e-mail marketing, SEO that support to promote the brand via
online platform. In relation to Unilever, the business organisation is innovative and use latest
technology. It helps them to use digital marketing and achieve competitors advantage. The use of
right tools and techniques by Unilever assist them to attract the customers towards the
organisation.
The difference in online and offline marketing
Basis Online Marketing Offline Marketing
Focus The focus of online marketing is
on content.
The focus of offline marketing is on
product.
Meaning Online marketing can be defined
as use of online platform to
It is traditional marketing that is used
to promote the foods via traditional

promote the goods and services of
the company.
platforms.
Communication The mode of communication is e-
mails, chat, social media
(Kingsnorth, 2019).
Herein, the business organisation by
directly contacting the customer or by
calling them.
Price It is a cost effective form of
marketing.
It is high cost as compared to offline
marketing.
Key benefits of digital marketing
The various benefits that Unilever gets by using digital marketing are as follows:
 Global Reach: Unilever is a multinational business organisation that has its operations
around the globe. The use of digital marketing facilitates them to reach more customers.
By use of effective digital marketing tools Unilever is able to reach more and more
customers and persuade them.
 Improved Conversion Rate: The major benefit of digital marketing is improvement in
conversion rate. It is seen that Unilever is able to convert more customers and that has
positive impact on the sales of the organisation.
 Win customer loyalty: It is examined that the use of digital marketing tools assist in
gaining loyal customers (Desai, 2019). Unilever is able to communicate effectively with
the customers and provide them value. It helps the company to achieve loyal customers.
Opportunities of digital marketing
It is a new era of digitalisation. The business organisation must understand the
importance of digital marketing and grab the opportunities in the market. It is necessary to
change with the trend and attract customers. The opportunities are discussed below:
1. By understanding the customer insights, Unilever will be able to serve the needs and
wants of customers in an effective manner. It provides opportunities to the organisation
as they are able to know about the trend in market (Hanlon, 2019). The proper
understanding of needs and wants of customers will help the company to achieve success
and growth. The customer insights are as follows: