Digital Marketing Strategies: A Case Study

DIGITAL MARKETING STRATEGIES: A CASE STUDY 1
Digital Marketing Strategies: A Case Study
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14th April 2018
Introduction

DIGITAL MARKETING STRATEGIES: A CASE STUDY 2
A digital marketing strategy is a succession of efforts that help businesses
achieve their objectives through online marketing (Young 2016). Based on the size of
your business, a digital marketing strategy entails multiple objectives that will help
your brand to grow (Young 2016). Digital marketing campaigns acts as the
foundation of your digital strategy and will enable your business to move towards
achieving that goal. This report will focus on a brand with a weak digital strategy, its
digital marketing strategies and compare it with a competitor brand that is a player in
the same industry and has been successful in its digital marketing strategies.
Discussion
A Case Study Of Dove
Dove is a personal care and beauty brand owned Unilever. The brand re-
positioned in 2004 and its products are aimed at emancipating women to feel
comfortable and confident in their original skin irrespective of age, colour or shape.
To date, Dove’s approach has continued to standout in the beauty industry despite
criticism from different corners regarding its enforcement on unachievable beauty
standards (Amaral 2017). Dove champions “real beauty” through a host of campaigns
such as “Evolution” and “Sketches” as well as empowerment programs such as the
Dove Self-Esteem project. The brand’s mission is based on making beauty the
provenance of confidence as opposed to anxiety (Amaral 2017).
Dove’s Digital Marketing Strategies
One strategy Dove has employed as part of its marketing strategy is building
detailed buyer personas on its website. Buyer personas constitute your targeted
customers (Amaral 2017). The brand and researched an come up with information
that tries to picture personas. As such, there’s a type of audience in need of skin
cleansing products, others skin care products while other require hair care. The other