Digital Marketing Strategies and Communication Channels: A Case Study of Dove

This article discusses the concept of digital marketing and its impact on Dove, a brand of Unilever. It explores various digital marketing communication strategies used by Dove, such as social media, emails, YouTube, and search engine optimization. The article also provides examples of successful digital marketing campaigns and discusses the impact of marketing mix on these campaigns.

DIGITAL
MARKETING

INTRODUCTION
Digital marketing is the concept by which an organization makes promotion done in
relation to product and services of an organization. Through such marketing an organization is
able to analyse statistics in relation to growth of an organization. Further digital marketing leads
over forming network making organization objectives and goal achieved within time limit
specified. This is one of the most important part which helps an organization attain growth and
development in right direction. Scope of digital marketing is wider as it impacts organizations
functions directly. Nature is dynamic as it leads over improving market condition of an
organization. In this presentation organization that has been taken is Dove which is part of
Unilever that is brand of United Kingdom. Further discussion over digital marketing strategies
and communication channel in relation to an organization taken. In the end concept of digital
marketing and communication is explained.
MAIN BODY
Digital marketing
Digital marketing means that kind of marketing skills that is based upon usage of
internet, mobile device, social media, search engines and various other channels used in order to
reach to its customers. This makes development of new platforms resulting in causing new
endeavour which makes positive approach developed towards customers making organization's
sales increased. Further the concept of digital marketing is new and has lead over making
technological development possible within an organization's process through enhancing online
services. Under digital marketing various aspects like including attracting customers via email,
content marketing, search platforms and social media is covered. In relation to Dove, digital
marketing has been proven to be very impactful as it made customers needs identified in
effective manner. As per digital marketing various platforms like social media and internet is
used by Dove. This helped Dove by making its online portal and make its products reach to its
customers in no time. Also Dove through digital marketing has used search engines making
customer check availability of product before ordering online. Digital marketing helped Dove in
targeting specific segments of customer making sales of organization increase in both online and
offline mode. This makes organization like Dove take feedback form customers through which
there demand and needs is fulfilled.

It can be marked out that an organization like Dove through digital market is able to
enhance its services regarding the delivery of product through online medium. Dove has made
innovative ideas introduced through digital marketing which made it an popular international
brand all over the world.
Digital marketing communication strategies
Digital communication means the process by which an organization is able to connect to
its customers across glob by using online channels. As per these strategies an organization
develops various aspects which helps in enhancing growth of an organization by using social
media, emails, advertisement and YouTube. They are used by Dove to develop valuable
relationship with its audiences. Further explanation has been provided in detail as follows:
Social media: This is one of the most commonly used strategies that provides wider platform to
an organization like Dove. It helps in making product of Dove reach to its various customer
through online sales. Further social media include digital platforms like Facebook and WhatsApp
that provides facilities of displaying products. Also they make brand page to be created officially
upon which products and services of organization like Dove is displayed. Through WhatsApp
connection is build with customer by providing them platform to raise query.
Emails: This is used by an organization like Dove in order to circulate important information to
all team leaders. It has helped in creating proper framework over launching complains in relation
to products that has been delivered. Through emails customer care service is enhanced by Dove
which made direct accessibility with customers possible. Emails is also been used by an
organization like Dove in following ways.
 Discounts and offers for seasonal deals, new product launches, and customized
recommendations
 Blog post round ups of recent articles from the brand website or third-party websites,
which can even be categorized by vertical and distributed to segmented audiences
 Birthday or anniversary messages to check in with current customers and build affinity,
which may even include a gift or deal for the occasion
 Surveys to learn more about how consumers enjoy the brand experience and services
 Exclusive content, such as sneak peeks at product launches, Q&As, or behind-the-scenes
information

 Daily or weekly newsletters to keep audiences up to date on company developments,
newly published content, and opportunities to engage with the brand
 Personalized recommendations for content or products based on previous customer
behaviour
YouTube: It is another major platform which is provided to an organization like Dove in order
to make customers efficiency increased. Further it helps building channels over which videos in
relation to various products is uploaded. It shows comparisons of various products that makes
selection of product for customer easy. Dove has used You Tube for increasing efficiency in
relation to quality of customers.
Search Engine Optimization: This has proven to be one of the most effective digital
communication strategy which helps in making interface of e-commerce improved. This is used
by Dove in order to improvise online serveries by allowing customers to search for appropriate
product with specification as per there preference. Dove is able to win its customers confidence
by providing them facility of search engine which made digital marketing possible in right
direction.
Example of digital marketing
Dove has launched campaign Show Us was a step towards Shattering Beauty
Stereotypes and are redefining the beauty of women. The major aim of the campaign was to
represent the authentic and diverse representation of women across the world. Through this
campaign Dove was able to connect to women customers in better manner which made dove
more popular. This made women form all over world connected to dove
Mejuri launched a social media campaign named as For My Damn Self, the company
promoted self love and letting oneself indulge in things that actually makes you happy. The aim
of this campaign was to empower women and encourage them to purchase fine diamond
jewellery which they actually like. This increased demand of jewellery all over the world.
Impact of Marketing Mix
Marketing mix is that kind of strategy which helps an organization in making its
expansion possible within particular market place. Such mix is based upon price, product, place,
promotion and people. In elation to the campaign launched by Dove marketing mix helps in
making the campaign more popular that developed base for women customers. As after this
women were buying more products of Dove across the glob. It helped dove in promoting its

brand in positive direction which increased customer base for an organization like Dove. Further
in relation to campaign launched by Mejuri marketing mix helped in understanding about
preferences and taste of women in relation to jewellery. This made demand for jewellery
increased leading towards making Mejuri expand itself within the market. Through the campaign
concept of women empowerment was enlighten making organizational social perspective
outlined in effective manner. Marketing mix helped bot the organization to understand about
United Kingdom's market. Further both Dove and measure was able to develop women centric
products making both organization attain high profitably with revenue. Such mix lead upon
making market situation understood in effective way.
CONCLUSION
From this discussion it can be understood that digital marketing is that kind of process
which makes products of organization sold in more effective manner. It has helped organization
uplift its sales through online medium. As per the presentation concept of digital marketing is
enhanced and explained in relation to choose organization. Then various kinds of digital
marketing communication strategies has been discussed in relation to chosen organization. Then
two campaign is discussed as an example to digital marketing. In the end marketing mix is
discussed in relation to its impact over campaigns.

REFERENCES
Books and Journals
Al-Thagafi, A., Mannion, M. and Siddiqui, N., 2020. Digital marketing for Saudi Arabian
university student recruitment. Journal of Applied Research in Higher Education.
Harvey, K.E., 2021. More cost-effective but confusing advertising options: digital marketing
opportunities changing daily. In Research Anthology on Strategies for Using Social
Media as a Service and Tool in Business (pp. 132-160). IGI Global.
Kardaras, D.K and et. al., 2019. A Framework for Analyzing the Impact of Data Analytics and
the Internet of Things on Digital Marketing. In Techno-Social Systems for Modern
Economical and Governmental Infrastructures (pp. 211-240). IGI Global.
Purwar, S., 2019. Digital Marketing: An Effective Tool of Fashion Marketing. In Proceedings of
10th International Conference on Digital Strategies for Organizational Success.
Russell-Bennett, R and et. al., 2018. Case Study: Reduce Your Juice: A digital marketing
programme for reducing residential electricity use. In Social Marketing: Rebels with a
Cause, 3rd Edition (pp. 346-356). University of the Sunshine Coast, Queensland.
Zare, M., Shakeri, H. and Mahmoudi, R., 2020. Ecommerce: An efficient digital marketing data
mining framework to predict customer performance. Journal of the International
Academy for Case Studies, 26(5), pp.1-8.
Zare, M., Shakeri, H. and Mahmoudi, R., 2020. Ecommerce: An efficient digital marketing data
mining framework to predict customer performance. Journal of the International
Academy for Case Studies, 26(5), pp.1-8.