Digital Marketing for L'Oreal Paris

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Environmental Analysis of Digital Presence of L'Oreal..............................................................1
Opportunities and Challenges of Digital Marketing....................................................................3
TASK 2............................................................................................................................................4
Digital Presence and Physical Presence of the L'Oreal...............................................................4
TASK 3............................................................................................................................................6
Plan for Luxury cosmetic division...............................................................................................6
TASK 4............................................................................................................................................9
Methods to Evaluate the Digital Marketing Plan.........................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is the process of marketing of products and services using the digital
technology. This type of marketing is performed using internet and smartphones and digital
screens. The digital way of marketing is widely used for the promotion of the company product
to reach to the larger audience. The L'Oreal Paris is a french personal care company which was
founded in year 1909 and it is selling the cosmetic product for 109 years. This company is
founded by Eugene Schueller and its headquarter is in Clichy, France. This is a multinational
company serving all across the globe (Chaffey, and Ellis-Chadwick, 2019). There are 89300
employees are serving for L'Oreal Paris.
This report is presenting the digital presence of the L'Oreal Paris and the opportunities
and challenges of company in the digital market. The effect and impact of digital marketing on
the cosmetic industry is explained. Critical comparison of online presence and physical store is
explained in the report. A digital marketing plan is given to support the L'Oreal to take initiative
to build a multi channel capabilities in luxury cosmetic division and active cosmetic division.
The key methods are provided to evaluate monitoring and measure the effectiveness for
recommendation provided in the report.
TASK 1
Environmental Analysis of Digital Presence of L'Oreal
Digital marketing is the process of marketing of the product and services through the
electronic media and internet. Digital presence of the L'Oreal Paris means, how much the L'Oreal
Paris is using the digital media for the marketing of the product. The L'Oreal Paris is using the
digital way of marketing to improve the revenue of the company (Ryan, 2016). The methods are
used for the digital marketing are content optimization using search engine optimization, social
media marketing, website optimization, television advertisement, direct mail, and cloud
technology. For the environmental analysis of the digital presence of L'Oreal PESTEL analysis is
conducted.
PESTEL analysis is the way to analysis of the digital presence of the L'Oreal. In the
PESTEL the impact of the political, economical, social, technological, environmental and legal
on the digital marketing of the L'Oreal is analyzed.
Political Factor
1

The government of different countries have their own protocols for the use of internet in
various operation. This can have impact on the online marketing of the product or services. The
rules of the government decides the limitation of the use of the digital platform. This rules are
implemented to prevent the online fraud. The policies decide by the government some times
make the opportunities limited for the company to operate on online and digital platform. Some
country have their different policies for the digital platform for the marketing (Kannan, 2017).
The government set rules and regulation for the use of digital marketing for the promotion of the
product and services. This rules can affect the procedure used by the company for the online and
digital marketing of the product.
Economic Factors
The economic factors also can affect the digital and online marketing policy. Changes in
the economic policies in the country makes major impact on the business and marketing of the
L'Oreal. The changes in taxation policies can affect the online and digital promotion of product
and services of L'Oreal. The charges of the online & digital promotion and advertisements is
dependent on the economical decision of the government. The budget of the promotion is
calculated according to the current economic policies of the company.
Social Factors
The digital type of promotion is based on the market study of the target market. The
social and cultural factors have major impact on the marketing policy of the company (Järvinen,
and Karjaluoto, 2015). The online and digital promotions are based on the reviews of customers
and their personal values. If the digital marketing policy is not according to the social and
cultural values of the customer then it could affect the image of the company and this can harm
the revenue of the company. The promotion of the product and services of L'Oreal should be
according to the customer values. The use of images and quotes in the advertisement can affect
the cultural or social values of the consumer.
Technological Factors
The technologies used for the digital marketing are latest and fastest growing technology
now days. The technologies are continuously growing and updating and to match with this
technology is bit difficult for the L'Oreal. The innovation in the digital technology force the
L'Oreal to change the previous approach of marketing on the digital platform. This lead to
change in the technical devices and skilled man power in the organization. There are also some
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