Digital Marketing Plan - Assignment
Added on 2020-10-05
20 Pages5856 Words183 Views
Marketing
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DIGITAL MARKETINGPLAN
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Environmental analysis for L'OREAL digital presence and impacts the digital environment forthe cosmetic industry...................................................................................................................1Challenges and impacts of digital marketing...................................................................................3TASK 2............................................................................................................................................4Critical assessment of L'Oreal's business by comparing its digital presence and store presence4Different types of digital tools and digital hardware to support and enhance marketing ...........4TASK 3............................................................................................................................................5Digital marketing plan and strategy to build the multi channel capabilities................................5Explanation of Omni channel marketing...................................................................................10TASK 4 .........................................................................................................................................11Evaluational of measurements techniques and performance metrics........................................11CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
INTRODUCTIONDigital marketing is the tool of marketing which determines that how to promote theproduct and services via digital technologies. This is defined as promotional activity that havedifferent promotional techniques that offers to attract the number of customer through online.Thus, organization can be used the digital marketing tool such as email, mobile phone, socialmedia, website, newsgroups etc. for connect with their customer and sellers in order to promptedthe product in all over the world. The present report is based on digital marketing of L'OREAL. It is the largest personalcare and cosmetic company which serve the hair colour, sun protection, make-up, hair care,perfume, skin care products to their customers. L’oreal’s have massive 1 billion audience on itswebsites and close to 250 million followers on their social networks. Thus, the report will cover the various activities of digital marketing such as opportunityand challenges of digital marketing, compare the different physical channels, digital marketingplan. Lastly report will describe the different methods of monitoring and measuring digitalmarketing.TASK 1Environmental analysis for L'OREAL digital presence and impacts the digital environment forthe cosmetic industryOverview of digital marketingDigital marketing is the way of promoting brands, products and services of the companyin the market through different electronic media and devices. It is called internet marketing,online marketing or Web marketing(Sheikh and Mannan, 2017). Some examples of digitalmarketing include content marketing, search engine optimization, affiliate, pay per click etc. Inthe context of L'OREAL, it can be said that it mainly focuses on digital marketing Now a dayspeople prefer online shopping rather than offline shopping. They prefer to order and choosevarieties of products from the company's Website because it saves their time as well as cost oftravelling. Therefore, by using digital marketing and advanced technology, L'OREAL can expand itsbusiness and open up new store in Australia and can attract wider range of customers towardsbuying their products and services. Digital marketing means make an effective use of socialmedia platforms, search engine optimization etc. Most of the people have awareness about online1
shopping, so they always search about new trends and products via online platforms. Byuploading products on Website and other apps, L'OREAL can attract wider range of customers.Comparison of online and offline marketingOnline marketing: Online marketing is called as digital marketing. It is modern marketing strategy that isused by several companies for promoting their brand and products (Stephen, 2016). In this type,companies use internet for advertisements and ask for the attention of the target customers'.Online or digital marketing processes involves making an effective use of video advertising,Web content, E-mail campaign etc. Offline marketing: Offline marketing is known as traditional marketing. It is the way of promoting brand ofthe company and making customers understand about company's products without using internet.Some ways and methods of doing offline marketing includes: Brochure, Radio, Newspaper,posters, television, banners etc.Key benefits of digital marketingThere are several benefits of using digital marketing rather than offline and face to facemarketing. Some key benefits are described as follows:Digital marketing is not only effective and beneficial for the company but also beneficialfor customers. This type of marketing not only allow L'OREAL to market their productsand reach to potential customers but also benefits customers with 24*7 services. It makescustomers feel valued and respected. Customers can order their products and servicesanytime and anywhere they want, there is no need to go outside and waste their time(Heinze and et.al., 2016).Other main benefit of using social media platforms in digital marketing is that L'OREALcan make changes and provide satisfactory services to customers because it allows thecompany to get both positive and negative feedbacks. Customers give feedbacks viacompany's Websites, social media sources and share their experience to the company.Opportunities of digital marketingIn the context of scope and opportunities, it can be said that there are several jobsavailable which are being provide by L'OREAL and other companies. It is stated that digitalmarketing creates approximate 1.5 lacs jobs. It is being reported and stated by the Australian2
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