Digital Marketing: Overview, Tools, and Channels

Digital Marketing
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Activity First....................................................................................................................................3
Overview over digital marketing landscape................................................................................3
Key consumer trend and insights.................................................................................................6
Activity 2.........................................................................................................................................8
Digital tools and hardware for marketing....................................................................................8
Digital marketing and e commerce channels.............................................................................11
Activity 3.......................................................................................................................................12
Digital marketing plan...............................................................................................................12
Evaluation of Omni channel marketing has evolved.................................................................13
Activity 4.......................................................................................................................................15
Evaluation of measurements techniques and performance metrics in digital marketing..........15
Set of action that can be used to improve performance in digital marketing............................16
CONCLUSION..............................................................................................................................17
REFERENCE................................................................................................................................18
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INTRODUCTION
Marketing is defined as promoting company’s products and services in front of the target
customers. Digital marketing is more about utilising the digital tools to support the company’s
marketing campaigns. This report is based on the case study of Unilever Company in respect to
its digital marketing campaigns and strategies. Company was founded in the year 1929 by the
founders William Lever, Leverhulme, James Darcy Lever, Samuel van den Bergh, George
Schicht and Singrose. Headquarter of the Unilever Company is located in London, England,
United Kingdom. The organisation deals in consumer goods all across the globe. Company’s
product portfolio comprises with beauty and personal care, food and refreshments and cleaning
products. Company is a public limited company. This report will project different aspects about
company’s digital marketing presence. Henceforth, reports will emphasis on overview about the
digital marketing landscape. This report will also compare the online and offline marketing
modes. Key consumer trends and insights that contributes in the growth of digital marketing.
Assessment over different digital marketing tools will also project in this report. Precise
guidelines to develop the e-commerce and digital marketing platform and channel as compare to
physical channels will also summarise in this report. Precise digital marketing plan will also
discuss in this report. Furthermore, report will also project how Omni channel digital marketing
has grown over the period of time. Evaluation about the measurement techniques and
performance metrics in digital marketing will also analyse in this report. Recommendations are
also a part of the report to improve the company’s digital presence.
Activity First
Overview over digital marketing landscape
Digital marketing is defined channelizing digital channels to conduct the marketing
campaigns of company. Technology has been proved as the transformation in the entire business
environment. Emergence of the information technology has also guided a huge opportunities of
promoting company’s products over internet. Digital marketing platforms have not just
supported companies in sustaining its existing customer base rather it enabled companies to
attract new customers in the existing dealing market (Ritz, Wolf and McQuitty, 2019). Due to the
empowerment of digital marketing in gaining new customers this can be projected as among the
most aggressive marketing tool company utilise. Over the period of time different digital
marketing tools like Facebook, Instagram, LinkedIn, Twitter and many other platforms has
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emerged to support the digital presence of the company. As per the recent report it is projected
that 57% of the new customers companies are getting are with the support of blogs over internet.
62% company’s new customers are attracted through LinkedIn account of company. Facebook
allowed companies to attract 52% of the new customer base and 44% of the new customers are
dragged due to digital marketing over Twitter.
(Raghuraman, 2017)
As per the recent study marketing over digital mediums consist up the possibilities of
growth expectancy of more than 2.8 times as compare to other offline marketing channels. As
the digital platforms are able to getting engage with new potential customers for different
products and services of company entire corporate sector has been fond of digital marketing and
started investing the resources and time over digital presence of company.
Opportunity of digital marketing landscape
Digital marketing has becomes one of the most dominating source to promote company’s
products and services in front of the potential customers. Digital marketing carry a huge potential
to improve the growth potentials of company. Unilever Company gives huge priorities to its
digital marketing campaigns that have supported company in gaining an effective sales hike
every year. Over the period of time digital platforms has gained immense popularity that has
allowed companies to channelize its marketing campaigns over such networks (Spiller and
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